Written by Erica Machulak and copy edited by Mahima Bhagwat

This blog post is a teaser for the author’s workshop session at the 2024 Editors Canada Conference. Register online to attend “Face Time: Transform Your Business by Talking to Your Clients” and join us as we test drive the ideas below with practical exercises and discussion.

If you hope to grow your business, raise your rates, and discover new services that you might offer, my best advice is that you meet with every new client before you agree to work with them. This initial conversation sets the tone for your future work together and gives you valuable information before you commit to the project. When clients get to know you, they are more likely to hire you again, refer their friends, and come to you when they need something different from what you have already provided.

But wait—shouldn’t you get paid for your labour? Many entrepreneurs don’t offer the first consult because they are against dedicating any amount of time to clients for free. It is true that not every meeting will lead to a contract, and it is important to protect your time from those who would waste it. I choose to reframe this initial time spent as a valuable form of market research and a cost of doing business, and I count it accordingly when I determine my pricing.

In my work as founder of the Hikma Collective, I have found that potential clients are similarly protective of their own time, and few schedule a meeting with me unless they have a genuine intention to work together. The process of executing a free consult becomes a quick litmus test for the relationship as a whole. Does the client communicate clearly? Show up on time? Demonstrate openness to questions and feedback during the conversation? If not, I have more information to decide whether I want to pursue the project and what to include in the scope of work.

Some of my entrepreneurial colleagues maintain that their services are highly standardized and, therefore, a conversation is not required to determine the parameters. For example, if you offer a specific type of editing and charge by word or page, you may be able to pinpoint your rate based on the client’s draft alone. The strictly email approach works to an extent if your goal is to continue to deliver the same scope of services at the same price point in perpetuity. Consider the possibility that your services may not be as clear to your client as you anticipate. Initial consults are often a great opportunity to confirm whether what the client has requested is a true reflection of what they need. 

If you hope to raise your prices and expand your services, conversations with clients will help you get there organically. A potential client requesting a copy edit may actually expect a full rewrite with many check-ins to “iterate” along the way. Also, a potential client who is reaching out at a critical point in their project may have no idea which services would be most helpful, and that person may be receptive to ideas and approaches that would never have occurred to them. In both cases, a clarifying conversation before you send your quote enables you to set clear expectations and create the most value possible for your client.

 When you meet a client face to face (or screen to screen) before either side has committed, you build a connection that sets the tone for your future work together. By asking questions and listening carefully, you learn about dimensions of the project that enable you to create immediate value and understand the client’s priorities. The negotiation proceeds more as a conversation than a transaction or, worse, a competition to see which side wins the better deal. 

Here are a few tips to have a great client consult:

Before the consult

Communicate clearly, quickly, and respectfully. Set the parameters that the consult is time bound—I offer prospective clients 30 minutes to explore how we might work together. Skim their online profile, but do not agree to read any materials in advance. 

During the consult

Ask questions to understand your prospective client’s professional interests as well as their most pressing needs, challenges, and opportunities. Explain the full spectrum of services you could offer, but don’t discuss pricing during the call. End by letting them know exactly what will happen next.

After the consult

Follow up within 2-3 business days with a note of thanks, a quote, and an invitation for your potential client to ask questions or identify additional support needs. Set a reasonable deadline for the client to respond to your proposal. Depending on the project timeline and my availability, I typically offer a week or two from the date of the quote for the prospective client to choose a pricing option. 

As you move forward, remember: The secret to a great client consult is not to have the right answers, but to ask the right questions. Tap into your curiosity to foster relationships and think creatively about all of the different ways that you can create value for your clients.

This blog post is adapted from the author’s book-in-progress, Hustles for Humanists: Build a business with purpose (Rutgers University Press, 2025). All rights reserved. 

About Erica

Erica Machulak (she/her), PhD, is the Founder and Lead Facilitator of the Hikma Collective, a social impact startup with a mission to mobilize scholarship for the public good through consulting, capacity building, and storytelling. Over the past four years, Hikma clients have secured $10M+ in research funding, informed new policies, and published their work in media outlets such as Forbes and the CBC.

As a writer, editor, and facilitator, Erica believes that the world needs to hear more from people who resist easy answers. Since completing her dissertation on Arabic influences in medieval English literature, Erica has written articles for Inside Higher Ed, Intellect Ltd, and Humanities, the magazine of the National Endowment for the Humanities. She holds degrees from the University of Pennsylvania (BA), the University of Oxford (MSt.), and the University of Notre Dame (PhD).

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About Mahima

Mahima Bhagwat is the Vancouver-based owner of Angler Editing. She focuses on helping creators enhance their narratives in genres ranging from fantasy to self-help. Her years spent crafting blog articles for SEO and designing e-learning courses built the editing skills she uses today.