Getting and Using Referrals
[by Todd Joyce]
“Nice day we’re having” “How about those cubs” yeah, it’s hard to start the conversation, but I still make calls to new ADs etc to get to know them. I like to mention a person who referred me to get things started. “Hi (AD), (Other person at agency) mentioned I should call you to get to know you…” Of course you need to get that referral, which may be tough. The problem is that you likely aren’t asking.
When I talk with any AD or designer, I ask them who else I might talk to either at their agency or another agency. Ask, you might be surprised at what they’ll tell you. “Sure, you should talk to Jenna in our design dept.” The next step is to call Jenna and tell her that (previous AD) suggested you call her. It’s a good way to get a conversation started.
The dreaded voice mail. Try a few times and if you can’t get hold of who you’re calling, leave a message. Make it upbeat and mention the reason for the call. Introduction, portfolio appointment, maybe lunch. Don’t leave more than one message. Several messages gets you that “stalker” status at the agency and nobody there will ever answer your calls. Be careful that with caller ID, many calls and hang ups at the launch of voice mail may get you “stalker” status too. If you don’t get hold of them, don’t leave another message for a few more weeks.
There’s info that suggests that a buyer needs contact 7 times before they recognize you. A voice mail may get them one of those seven. Hey, It’s a contact. Don’t be afraid to use it. And don’t abuse it either. One more thing. Don’t give up. Nobody said this was easy.
Todd Joyce is a recent Past President of ASMP and specializes in conceptual people photography for advertising. See Todd’s work at joycephotography.com and contact him at todd@joycephotography.com
