Cold-calling Doesn’t Have to Leave You Cold
[by Barry Schwartz]
You’re starting out. That means you probably have more time than money, and fewer clients than you’d like. (This can happen to established pros, as well, but that’s another post…).
What to do to pass the time? Got internet? Got phone? Got voice?
Like a good photo shoot, do some prep. Once you know what kind of client are you looking for, go find them (see: “Got internet?” above). And there’s lots of ways to do that without using the internet. Magazines. Trade associations. Don’t forget public and school libraries, where they keep books that contain gigantic lists of companies and access to online databases – some of which you can access at home. Really, how hard could it be (but that’s another post…).
Once you’ve found a company you think ought to know about you, study their website and collect a name or two, a phone number, and best of all, an email address. It’s called research; companies do it all the time, so why not you?
Now you have a great advantage. You know more about them than they know about you.
When you call them, be sure to let on, so they know you know, but don’t be a smart-ass. Nobody likes a smart-ass except other smart-asses, and do you really want to work for someone like that (but that’s another post…).
You are about to be a telemarketer, so be nice. This is sales, which means this is theatre, which means you are performing. It doesn’t mean you have to lie. It’s like a first date – you’re going to show your best side.
Wear a headphone so you can stay relaxed and write down notes (not good behavior for a first date – but that’s another post…).
Once you have a clue who to ask for, call the company. But even if you don’t – or can’t – find a clue, call the company anyway and say something like this: “My name is Joe Blo, I’m a photographer, and I’d like to introduce myself to the firm, but I actually don’t have a clue who to ask for…”.
Be short and to the point (like a professional). It’s an early opportunity to break the ice. Sometimes you’ll get a giggle, sometimes not. Sometimes you get a stony silence. Simply ask again, no joking this time: “Who is in charge of marketing”, or “PR”, or “advertising”, or “events”, or whatever would apply.
Be prepared: the person that answers may send you to the right person or they may send you to someone who won’t answer the phone. If that’s the case, leave a message (short) with your name and phone number and website, saying you will try to send them an email with your information.
If you didn’t find their email during your research then call the company right back and tell the person who sent you to someone who wouldn’t answer their phone that you’d like to send that person your information but you don’t have their email address. You’ll be amazed how often they’ll give it to you. Or at least give you theirs and promise to forward your email to the right person. Who knows, they might do just that – you’ve got nothing to lose.
This is also a moment when you might find you’ve been directed to the wrong person. OK – now you have confirmed who the right person is. A good thing.
A week later, call again and ask for that person who wouldn’t answer the phone. Be nice.
The fact is, much of the time you’re not going to get anywhere however nice you are. You may never get a response to your call or email. Big deal. Get over it. It’s not personal, it’s business. They don’t actually know you, so they don’t mean to insult you, so don’t take it personally. This is one of those rare moments in life when low expectations can be a positive thing.
Besides, the person who would not answer your call or your email today might actually hold onto your contact information, and you’ll only find out about it two years from now when they contact you to bid on a project. It happens.
It doesn’t really matter how you feel about any of this process because there is not much you can do about it either way.
Except pick up the phone and call someone else.
Barry Schwartz is a photographer in Los Angeles who once had a singing voice with a three-octave range. It’s all phrasing, now. Further proof it’s not about the equipment.
3 Responses to 'Cold-calling Doesn’t Have to Leave You Cold'
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Barry – excellent post, and oh so true.
I cannot agree more that never getting a response should not be taken personally. It only takes one successful call that can make you forget about all those other “missed opportunities”.
Great post.
I love the way you write and also the theme on your blog. Did you code this yourself? I’m very very impressed.