归结原则

by I quit Medium

我退出Medium

被聘为自由职业者归结为一件事：信任。 (Getting hired as a freelancer comes down to one thing: trust.)

When I ask freelancers what they think is the most important factor in landing a client project, they usually respond:

当我问自由职业者他们认为登陆客户项目最重要的因素时，他们通常会回答：

having a lot of experience
有很多经验
having a great portfolio
有一个很好的投资组合
being familiar with the latest tools
熟悉最新工具

But those considerations are secondary. It really just comes down to one thing: trust.

但是这些考虑是次要的。这实际上归结为一件事：信任。

When a client decides to hire you, trust is all that matters. Can you be trusted to deliver high-quality work, meet deadlines — and above all — not run off with their money?

当客户决定雇用您时，信任才是最重要的。您是否可以放心交付高质量的工作，按时完成任务，最重要的是不浪费他们的钱？

That’s what they’re really asking themselves every time they ask you a question.

这就是他们每次问您一个问题时真正要问自己的问题。

Think back to the last time you bought a pair of shoes, ordered at a restaurant, or made any type of decision with your hard-earned cash.

回想一下您上次买鞋，在餐厅订购或用来之不易的现金做出任何决定的时间。

You looked for the best option. You looked for clues to help you feel good about your decision.

您正在寻找最佳选择。您寻找线索来帮助您对自己的决定感到满意。

要建立信任，您必须深刻理解客户的恐惧。 (To establish trust, you have to understand the client’s fears deeply.)

Just like when you bought your last pair of Nike’s, your client also wants to know that they made the right decision.

就像您购买了最后一双耐克一样，您的客户也想知道他们做出了正确的决定。

It’s your job to help convince them that they did.

帮助您说服他们做到了是您的工作。

Clients are afraid they’ll pick an incompetent freelancer. That the person they hire will be wrong for the job. Or heck, that they’ll get outright scammed.

客户担心他们会选拔无能的自由职业者。他们雇用的人是错误的工作。或者说，他们会被彻底骗掉。

Make these fears go away completely, and you make getting the job a lot easier for yourself.

使这些恐惧完全消除，您自己就可以轻松地上班。

Once trust is there, the rest feels natural.

一旦有了信任，剩下的就自然而然了。

That first mockup you submitted suddenly has potential. Your process suddenly exhibits an air of expertise. Even your missed deadlines will go over a lot smoother, because they’ll trust that you know what you’re doing and that you’re working as fast as possible.

您提交的第一个样机突然具有潜力。您的过程突然展现出专业知识的气息。甚至您错过的截止日期也将更加顺畅，因为他们相信您知道自己在做什么，并且您正在尽可能快地工作。

证明自己的可信度与证明自己的技能和过去的工作一样。 (Put as much effort into demonstrating your trustworthiness as you put into demonstrating your skills and past work.)

When I look at freelance portfolios, very few of them are optimized to show trustworthiness.

当我查看自由职业者的投资组合时，很少有对投资组合进行优化以显示可信赖性的 。

From what I can tell, every designer and developer obsesses over their design and code — but not even one tenth of them spend time considering how trustworthy their portfolio makes them appear to clients.

据我所知，每个设计师和开发人员都对他们的设计和代码很着迷，但是，甚至没有十分之一的人花时间在考虑他们的产品组合对客户的信任度。

If you spend more time thinking about how to best show clients that they can trust you, you’ll get a lot more calls back from prospects, and ultimately more referrals.

如果您花费更多的时间思考如何最好地向客户表明他们可以信任您，那么您会收到更多来自潜在客户的回电，最终会带来更多的推荐。

So how do you communicate trust? Here are some key approaches.

那么，您如何传达信任？以下是一些关键方法。

突出显示最容易识别的过去客户的名称，这最好地表明您可以处理重要的项目。 (Highlight the names of past clients that are most recognizable, which best signal you can handle important projects.)

Your work itself is the first step toward demonstrating you can be trusted. It shows that other companies have trusted you in the past, and that they were right to do so.

您的工作本身就是证明您可以信任的第一步。它表明其他公司过去曾经信任过您，并且这样做是对的。

Don’t make the mistake of organizing your portfolio by type of work. Instead, organize it by client, and highlight the company name.

不要按工作类型来组织投资组合。而是按客户组织它，并突出显示公司名称。

Example:

例：

使用过去客户的真实推荐而不是忘记标语。 (Use real testimonials from past clients instead of forgettable taglines.)

When I browse through freelancer portfolios, I only find a few of them where they chose to feature client quotes prominently. This is a mistake.

当我浏览自由职业者投资组合时，我只发现其中一些人选择突出显示客户报价。这是个错误。

If your past clients were happy with your work, make sure you highlight them saying so on your site.

如果您以前的客户对您的工作感到满意，请确保突出显示他们，并在您的网站上这样说。

Don’t be scared to ask for a testimonial. No client is going to say you made them a crappy logo, because that would involve admitting that their logo is crappy. Most clients will be happy to provide a glowing testimonial.

不要害怕要求鉴定。没有客户会说您使他们成为一个肮脏的徽标，因为那将涉及承认他们的徽标是肮脏的。 大多数客户将很乐意提供发光的推荐。

Instead of using a vague generic tagline like “I make beautiful and usable sites that blah blah blah,” it’s much more powerful to display a real quote from a satisfied customer.

与其使用模糊的通用标语(例如“我制造漂亮且实用的网站等等)”，它要显示来自满意客户的真实报价，其功能要强大得多。

Example:

例：

创建教育指南以确立自己的专家水平。 (Create educational guides to establish yourself as an expert.)

Beyond just the code or design work you provide, a client is paying for your ideas.

除了您提供的代码或设计工作之外，客户还在为您的想法付费。

Share those ideas with clients via educational content that clients can consume on their own time. If they implement something of yours and it provides real results, it will only make your services that much more trustworthy. It also shows you’re an active member of your industry.

通过客户可以在自己的时间上消费的教育内容与客户分享这些想法。如果他们实现了您的目标，并提供了切实的结果，那只会使您的服务更加值得信赖。它还表明您是该行业的活跃成员。

Example:

例：

最后但并非最不重要的一点是，附上一张值得信赖的面Kong的照片或视频。 (Last but not least, include a photo or video of your trustworthy face.)

The best way to reassure clients that you’re trustworthy is to meet with them in person. But what if you’re working remotely, and can’t justify the travel expenses (or get a visa).

向客户保证您值得信赖的最好方法是亲自与他们会面。但是，如果您在远程工作并且无法证明差旅费(或获得签证)怎么办？

You can overcome this limitation by providing clients with a chance to meet you over Skype, Hangouts, or another video chat platform. Show them a smile!

您可以通过为客户提供通过Skype，环聊或其他视频聊天平台与您会面的机会来克服此限制。给他们展示一个微笑！

Before you make it that far in the relationship, though, you’ll want to include your photo and a short bio — or even better a video — to give your clients the impression that they’re in good hands.

不过，在建立如此深远的关系之前，您需要先将照片和简短的简历(甚至更好的视频)包括在内，以给客户留下良好的印象。

Example:

例：