Freelancing offers amazing perks, like the freedom to change your direction if you want to.

Whether you want to refine your niche, introduce new services, or even shift to a completely different industry – as a freelancer, the world is your oyster!!

One of the scariest parts of making a pivot like that though is the fear of losing the clients that have gotten you this far.

You’re excited about the idea of retiring certain offers, offering different services, or moving to a different niche altogether. But then the worry kicks in…

What if I make these changes and lose all of my clients? 

By approaching your pivot strategically, you can evolve your business, take on new opportunities, and align more closely with your personal and professional goals – all without starting from scratch with your client base. 

The problem

You’re ready to pivot your business, but the idea of losing your current clients and revenue streams keeps you from going all-in. 

The benefit of solving it

Your business is aligned with your goals and you have exciting new opportunities to go after, without burning bridges with your current clients. 

Why what you’ve tried has failed

Changes (if you’ve made any yet) have seemed abrupt and confusing to your clients, leading to lost current and future business, along with the loss of  having them in your network and giving you referrals. 

Here’s how to solve it 

It all starts with communication. 

Before you make any changes to your services, have open and honest conversations with your primary clients.

Be sure to reassure them that while your business is evolving, your commitment to their success remains the same. 

Frame your pivot as a natural evolution that benefits the client – whether it’s expanding your expertise, streamlining your offerings, or simply refining how you deliver value.

Then, make changes gradually rather than announcing an overhaul. 

For example, if you’re a web designer looking to pivot into offering digital marketing services, start by offering marketing consultations alongside your current projects.

This allows your clients to adjust slowly and understand that your expanded services actually help solve more of their problems.

You want to avoid making a hard stop and abandoning your current clients, so see if there’s a way to repackage what you currently do for them to fit your new direction. 

But the reality is, not every client will align with your new direction – and that’s OK!

In those instances, it means letting go of clients who no longer fit your long-term vision (while still keeping them as friends… they may just not need this new service YET!).

So help ease the transition for those clients by giving them plenty of warning, making a referral to another freelancer, and/or leaving behind files and SOPs that they can pass on to your replacement. 

Above all, keep your clients informed!

When clients understand that your pivot is part of a larger strategy to help THEM achieve their goals more efficiently, they’re less likely to feel abandoned or confused. 

But by keeping communication clear and framing your shift as a benefit to them, you’re likely to retain more clients than you lose, and those who stay will understand (and pay for) your value even more.

Best, 

Jamie

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