Okay, so after two months of patiently calling 25 people a day with absolutely not a penny to show for it, the worm has turned.
First, permit me to rant for a moment about how crazy and insecure those two months of silence made me. I had plenty of nibbles (people who loved the portfolio, loved the idea, needed a writer, etc.), no one actually coughed up the cash.
This was maddening, as you might imagine. Especially when I was having trouble paying the bills and putting time into cold calling that could have been spent querying, networking and conducting other business building activities.
To keep doing it (with absolutely no reward) was a leap of faith of sorts.
I remember a story (I think I heard it at church camp) that would have made a great essay. Except it was from Middle-Ages Europe before they had O Mag or websites.
A monk was writing about his trip to a cathedral that was under construction. He admired how all the laborers, from men who were hauling giant stones to the women sweeping up the debris, were all working with great excitement and esprit de corps.
They knew they were building something worthwhile. The clincher? They also knew the cathedral would take 100 years to build.
They wouldn't live to see it finished.
Not a perfect example, but I really think when you're starting a business, you have to believe THAT MUCH in what you're doing. You have to be willing to bust ass through long periods with zero gratification.
What keeps a cold caller going?
For me, it was simple: Peter Bowerman said it would work. Other writer pals who have tried it said the same.
I was sure I was going to be the exception to the ironclad Law of Averages. Then last week, the phones started to ring.
Since May 23, I have either completed, quoted or am waiting on the green light for five new projects -- all from cold call clients.
Nothing huge, nothing earth shattering, but it's been months since I had a new client at all. And I have meetings with a number of promising prospects lined up when I get back from Vegas.
It's a huge change from business as usual, so I'll be slowing down the actual cold calls. But I will keep up the blog.
You see, the cold call process doesn't end when you hang up. There's the meeting, the quote, the dancing around fees, and all sorts of post-call fun to explore.
So stay tuned. And if you're currently busting ass with nothing to show for it, cheer up. Odds are your glory, when it comes, won't be posthumous.
Showing posts with label bowerman. Show all posts
Showing posts with label bowerman. Show all posts
Tuesday, May 31, 2011
Tuesday, May 24, 2011
Cold Calling 101
Here's my reply (from another board) to the oft-asked question --
How do I get started cold calling? Explain in 100 words or less.
Here's my method in a nutshell. Anyone who has read Peter Bowerman's book will see I'm following his recommendations pretty closely.
I'm still working out the kinks and I'm sure other folks do it way better. If you have your own methods, please share in the comments!
1. Prospecting. Start by compiling a spreadsheet of potential prospects. I use Google and Chamber of Commerce directories to search my area. My favorites are universities, nonprofits, hospitals, graphic designers, marketing firms and Web designers. Briefly visit each prospect's website, try to identify the decision maker and get an email address if possible.
2. Script. Mine goes like this: "Hello. My name is Sarah Maurer and I'm a local freelance (copywriter, writer, health writer) checking in to see if you have any occasional or ongoing needs for a writer to help with (marketing materials, fundraising, publicity, Web content, etc.)."
If possible, group your prospects by type (graphic designers, event planners, nonprofits, etc.) and call them all on the same day. This allows you to adjust your script to the client type and refine your approach as you go. Also, it's easier to notice patterns -- e.g., what they're looking for, what types of project they're working on.
3. Call. If you're not sure who to ask for, read your script and say, "Who would be the best person to speak with?"
4. If you manage to reach a decision maker, read your script and wait.
5. If the prospect is THRILLED to hear from you (happens all the time), say you'll send a link to your online portfolio and resume (your website). Ask what types of clips/samples the prospect is most interested in seeing and if there are any questions.
6. If the prospect rarely use freelancers, or if the company already has a go-to writer, offer to send your info "just in case your regular freelancers are maxed out and you're looking for someone in a hurry." Prospects will almost always agree to this.
7. If the prospect has "no need now" or never uses writers, I personally just thank them and end the call. Peter Bowerman recommends asking if there are any colleagues or associates who might need a writer (can't hurt).
8. If the receptionist offers to put you to voice mail, ask for the decision maker's name and email address (sometimes you'll get it, sometimes you won't).
9. When leaving a voice mail (and you will leave many), read your script. If you have an email address for the prospect, say you'll send a link to your online portfolio and resume. If not, leave your website address.
10. Keep notes in your spreadsheet about who you talked to, who you left voice mail for, and any other details you can glean about the company.
11. After you do your daily round of calls, follow-up with a brief email and a link to your website. I have templates set up in Mail for:
- Really interested prospects
- Prospects who hire writers infrequently or already have a regular freelancer
- Voice mail / message follow-ups
- Prospects I couldn't reach of by phone (basically an LOI)
12. If you get a nibble, suggest a meeting (preferably in person) to discuss their writing needs.
And that's about it. Sounds complicated, but it all flows kind of naturally once you start doing it.
Regarding follow-up, that's a question I'm still figuring out myself. At this point, if they don't give me a nibble, I don't contact them again. After the initial 1,000 contacts are done, I do plan to follow-up with some prospects, but I haven't thought that far ahead.
How do I get started cold calling? Explain in 100 words or less.
Here's my method in a nutshell. Anyone who has read Peter Bowerman's book will see I'm following his recommendations pretty closely.
I'm still working out the kinks and I'm sure other folks do it way better. If you have your own methods, please share in the comments!
1. Prospecting. Start by compiling a spreadsheet of potential prospects. I use Google and Chamber of Commerce directories to search my area. My favorites are universities, nonprofits, hospitals, graphic designers, marketing firms and Web designers. Briefly visit each prospect's website, try to identify the decision maker and get an email address if possible.
2. Script. Mine goes like this: "Hello. My name is Sarah Maurer and I'm a local freelance (copywriter, writer, health writer) checking in to see if you have any occasional or ongoing needs for a writer to help with (marketing materials, fundraising, publicity, Web content, etc.)."
If possible, group your prospects by type (graphic designers, event planners, nonprofits, etc.) and call them all on the same day. This allows you to adjust your script to the client type and refine your approach as you go. Also, it's easier to notice patterns -- e.g., what they're looking for, what types of project they're working on.
3. Call. If you're not sure who to ask for, read your script and say, "Who would be the best person to speak with?"
4. If you manage to reach a decision maker, read your script and wait.
5. If the prospect is THRILLED to hear from you (happens all the time), say you'll send a link to your online portfolio and resume (your website). Ask what types of clips/samples the prospect is most interested in seeing and if there are any questions.
6. If the prospect rarely use freelancers, or if the company already has a go-to writer, offer to send your info "just in case your regular freelancers are maxed out and you're looking for someone in a hurry." Prospects will almost always agree to this.
7. If the prospect has "no need now" or never uses writers, I personally just thank them and end the call. Peter Bowerman recommends asking if there are any colleagues or associates who might need a writer (can't hurt).
8. If the receptionist offers to put you to voice mail, ask for the decision maker's name and email address (sometimes you'll get it, sometimes you won't).
9. When leaving a voice mail (and you will leave many), read your script. If you have an email address for the prospect, say you'll send a link to your online portfolio and resume. If not, leave your website address.
10. Keep notes in your spreadsheet about who you talked to, who you left voice mail for, and any other details you can glean about the company.
11. After you do your daily round of calls, follow-up with a brief email and a link to your website. I have templates set up in Mail for:
- Really interested prospects
- Prospects who hire writers infrequently or already have a regular freelancer
- Voice mail / message follow-ups
- Prospects I couldn't reach of by phone (basically an LOI)
12. If you get a nibble, suggest a meeting (preferably in person) to discuss their writing needs.
And that's about it. Sounds complicated, but it all flows kind of naturally once you start doing it.
Regarding follow-up, that's a question I'm still figuring out myself. At this point, if they don't give me a nibble, I don't contact them again. After the initial 1,000 contacts are done, I do plan to follow-up with some prospects, but I haven't thought that far ahead.
Monday, May 16, 2011
Guest Post: Anxiety Free Cold-Calling Tips From Peter Bowerman
Talk about a superstar of cold calling.
To relieve any lingering fears you may have had about the cold call process, here's a guest post from the man who inspired me to give it a try -- the one and only Peter Bowerman!
If you like his advice below, I definitely recommend you pick up a copy of his book, The Well-Fed Writer: Financial Self-Sufficiency as a Commercial Freelancer in Six Months or Less. He does a great job of psyching you up, demystifying the cold-call process, and showing you how anyone can succeed at self-marketing (whether through cold calling or other means).
So without further ado ... take it away, Peter.
Anxiety-Free Cold-Calling
How to Make Phone Prospecting Productive – Minus the Stress!
by Peter Bowerman
(An adapted excerpt from The Well-Fed Writer (2010; Fanove) by Peter Bowerman)
Action or Results? In my seminars, I’ll ask, “When starting a cold-calling campaign, should you focus on action or results?” Many immediately yell out, “Results!” Why? “Well, we’re judged on results,” they’ll reply. But I say “Action” is the right answer. Think about it. What’s true of action that isn’t true of results? If you answered, You can control action, but you can’t control results, go to the head of the class.
You have no control over the results of any given phone call or email. Nor how that person on the other end of the line will react to your contact or whether that individual will think your portfolio is good enough to consider hiring you.
Sure, you can improve your results by, say, getting more comfortable with your phone skills, choosing better prospects and beefing up your “book.” But still, fundamentally, the one thing you have control over is the actions you take. An example…
Two copywriters both start cold-calling at 9:00 a.m. Copywriter #1’s goal? To land two new writing projects or three hot prospects by 5:00 p.m. Copywriter #2’s goal? To make 50 calls. Now, tell me – who’s going to have a more stressful day?
Around 2:00 p.m., if #1 has landed neither gigs nor interest, you think the desperation is going to start seeping into his voice? How do you think that’ll work out for him? Meanwhile, #2, cool as a cucumber, makes his 50 calls – unconcerned about the outcome (that would be focusing on results again!) – and he’s done.
Here’s the key: Make those 30, 40 or 50 calls a day, and the results – hot prospects and writing jobs – will come. Minus the anxiety. The Law of Averages is ironclad. And I don’t care how those calls turn out (i.e., live contact, voice mail, message left with a secretary, appointment, dinner date, etc.). Keep calling and the results are assured.
Just a “Telemarketer”? Really? Another thing. In a seminar I was doing a few years back, a woman raised her hand and said, very earnestly, “I just hate the idea of cold calling, because I don’t appreciate telemarketers, and I think most people feel the same way.” Whoa.
I gathered my thoughts, looked at her and asked, “Is that who you think you are? Just an obnoxious telemarketer—no different from the people who rudely interrupt your dinner to peddle aluminum siding, long-distance service, carpet cleaning, and a zillion other things you have no interest in?”
Get this or fail: Assuming you’re a competent, reliable writer, if you pursue this business, you’ll be a professional marketing a valuable and needed professional service to other professionals. Period. While the people you call may not need your services (80 percent won’t) or even have the time to talk to you, I promise they will not be viewing you as an irritating telemarketer. So, don’t dare view yourself this way.
Action, Not Results…Again When I sold books door-to-door in college, our goal was 30 demos a day (the equivalent of phone calls made to prospects), a demo roughly defined as pulling the books out and beginning our pitch—either in the house or at the door—whether or not we got to finish it. Making sales the goal (i.e., results) would’ve introduced unnecessary anxiety into the process. They knew if we made 30 honest demos a day or close to it, the sales would come. And they did. Same here.
There were days as bookmen where we’d put in our honest 13½ hours (8:00 a.m. to 9:30 p.m., Monday through Saturday; insanity, yes, but character-building insanity) and come up with…bupkus. Growth and Development Days, we called them. Very, very rare. Our sales managers would congratulate us on having a G&D day, adding, By the way, you do know that you’ll sell the first three houses you visit tomorrow, don’t you?
And I’m telling you straight here, we always did, because, I’m convinced we were, well…convinced. On my first call one morning following a G&D day, I remember approaching someone getting in their car in the driveway, briefcase in hand, about to head to work, and absolutely knowing that, despite the unpromising-looking circumstances, this person was going to buy a set of books (a $40 purchase). I guess he knew it too, because he did. Approach cold calling with that same bone-deep belief in the Law of Averages and you can’t help but win.
************
Love to write but hate to starve? Visit www.wellfedwriter.com for a free report, ezine and blog on the lucrative field of “commercial” freelancing – writing for businesses and for $50-125+ an hour. All written by Peter Bowerman, veteran commercial freelancer, writing/publishing coach, and the author of the three award-winning Well-Fed Writer titles, the self-published how-to “standards” on lucrative commercial freelancing. He chronicled his self-publishing success (currently, 60,000 copies of his books in print and a full-time living for nine-plus years) in the award-winning 2007 release, The Well-Fed Self-Publisher: How to Turn One Book into a Full-Time Living. www.wellfedsp.com.
To relieve any lingering fears you may have had about the cold call process, here's a guest post from the man who inspired me to give it a try -- the one and only Peter Bowerman!
If you like his advice below, I definitely recommend you pick up a copy of his book, The Well-Fed Writer: Financial Self-Sufficiency as a Commercial Freelancer in Six Months or Less. He does a great job of psyching you up, demystifying the cold-call process, and showing you how anyone can succeed at self-marketing (whether through cold calling or other means).
So without further ado ... take it away, Peter.
Anxiety-Free Cold-Calling
How to Make Phone Prospecting Productive – Minus the Stress!
by Peter Bowerman
(An adapted excerpt from The Well-Fed Writer (2010; Fanove) by Peter Bowerman)
Action or Results? In my seminars, I’ll ask, “When starting a cold-calling campaign, should you focus on action or results?” Many immediately yell out, “Results!” Why? “Well, we’re judged on results,” they’ll reply. But I say “Action” is the right answer. Think about it. What’s true of action that isn’t true of results? If you answered, You can control action, but you can’t control results, go to the head of the class.
You have no control over the results of any given phone call or email. Nor how that person on the other end of the line will react to your contact or whether that individual will think your portfolio is good enough to consider hiring you.
Sure, you can improve your results by, say, getting more comfortable with your phone skills, choosing better prospects and beefing up your “book.” But still, fundamentally, the one thing you have control over is the actions you take. An example…
Two copywriters both start cold-calling at 9:00 a.m. Copywriter #1’s goal? To land two new writing projects or three hot prospects by 5:00 p.m. Copywriter #2’s goal? To make 50 calls. Now, tell me – who’s going to have a more stressful day?
Around 2:00 p.m., if #1 has landed neither gigs nor interest, you think the desperation is going to start seeping into his voice? How do you think that’ll work out for him? Meanwhile, #2, cool as a cucumber, makes his 50 calls – unconcerned about the outcome (that would be focusing on results again!) – and he’s done.
Here’s the key: Make those 30, 40 or 50 calls a day, and the results – hot prospects and writing jobs – will come. Minus the anxiety. The Law of Averages is ironclad. And I don’t care how those calls turn out (i.e., live contact, voice mail, message left with a secretary, appointment, dinner date, etc.). Keep calling and the results are assured.
Just a “Telemarketer”? Really? Another thing. In a seminar I was doing a few years back, a woman raised her hand and said, very earnestly, “I just hate the idea of cold calling, because I don’t appreciate telemarketers, and I think most people feel the same way.” Whoa.
I gathered my thoughts, looked at her and asked, “Is that who you think you are? Just an obnoxious telemarketer—no different from the people who rudely interrupt your dinner to peddle aluminum siding, long-distance service, carpet cleaning, and a zillion other things you have no interest in?”
Get this or fail: Assuming you’re a competent, reliable writer, if you pursue this business, you’ll be a professional marketing a valuable and needed professional service to other professionals. Period. While the people you call may not need your services (80 percent won’t) or even have the time to talk to you, I promise they will not be viewing you as an irritating telemarketer. So, don’t dare view yourself this way.
Action, Not Results…Again When I sold books door-to-door in college, our goal was 30 demos a day (the equivalent of phone calls made to prospects), a demo roughly defined as pulling the books out and beginning our pitch—either in the house or at the door—whether or not we got to finish it. Making sales the goal (i.e., results) would’ve introduced unnecessary anxiety into the process. They knew if we made 30 honest demos a day or close to it, the sales would come. And they did. Same here.
There were days as bookmen where we’d put in our honest 13½ hours (8:00 a.m. to 9:30 p.m., Monday through Saturday; insanity, yes, but character-building insanity) and come up with…bupkus. Growth and Development Days, we called them. Very, very rare. Our sales managers would congratulate us on having a G&D day, adding, By the way, you do know that you’ll sell the first three houses you visit tomorrow, don’t you?
And I’m telling you straight here, we always did, because, I’m convinced we were, well…convinced. On my first call one morning following a G&D day, I remember approaching someone getting in their car in the driveway, briefcase in hand, about to head to work, and absolutely knowing that, despite the unpromising-looking circumstances, this person was going to buy a set of books (a $40 purchase). I guess he knew it too, because he did. Approach cold calling with that same bone-deep belief in the Law of Averages and you can’t help but win.
************
Love to write but hate to starve? Visit www.wellfedwriter.com for a free report, ezine and blog on the lucrative field of “commercial” freelancing – writing for businesses and for $50-125+ an hour. All written by Peter Bowerman, veteran commercial freelancer, writing/publishing coach, and the author of the three award-winning Well-Fed Writer titles, the self-published how-to “standards” on lucrative commercial freelancing. He chronicled his self-publishing success (currently, 60,000 copies of his books in print and a full-time living for nine-plus years) in the award-winning 2007 release, The Well-Fed Self-Publisher: How to Turn One Book into a Full-Time Living. www.wellfedsp.com.
Thursday, April 21, 2011
Cold Calling Unscripted
So most of you writing types are probably familiar with Peter Bowerman (who talked me into this whole cold calling thing via his excellent book, "The Well-Fed Writer").
In the book he includes an extensive cold-calling script that covers every actual contingency that could happen on the phone.
When I was working up the nerve to cold call, I took Peter's script way too much to heart. I actually made flashcards so I could practice the responses verbatim.
Yup, I practiced saying everything from "May I speak to your marketing director?" to "I feel comfortable working on a wide variety of projects" to "I'll be in your area next week. Might I stop by with some samples?"
Seriously. I agonized over this for months. I wanted to be sure I was really, REALLY ready.
I wish I had known what real cold calling is like.
After about five calls, I actually scrapped Peter's script. (Sorry, Peter. I still worship you). It just didn't sound like me and it was making me sound nervous and forget to breathe -- leading to sharp intakes of air in the middle of sentences.
Instead, I rewrote my own little script which fits neatly onto an index card:
Hi! My name is Sarah Maurer and I'm a local freelance (copy)writer. I'm checking in to see if you have any occasional or ongoing need for a writer to assist with (fundraising), (marketing materials), (patient communications), and so on. Who would be the best person to speak to?
If I actually get through to a real person, 99 percent of the time this is all I have to say.
If they're interested, they ask if I have samples.
I tell them I've got several uploaded to my website and would be happy to send them a link. I tell them I'll touch base soon to see if they have any questions and discuss any writing needs they may have.
If I've done lots of writing in their field (e.g. healthcare), I mention this.
Sha-ZAM. Done.
Really, that's all the talking that happens. It takes two minutes tops.
Before I started cold calling, I was sure I'd be grilled by every prospect. But seriously, I've probably only had four or five people who asked any questions at all before seeing the portfolio.
How about the rest of you? Do you use a script? How much actual selling do you do during the initial call?
In the book he includes an extensive cold-calling script that covers every actual contingency that could happen on the phone.
When I was working up the nerve to cold call, I took Peter's script way too much to heart. I actually made flashcards so I could practice the responses verbatim.
Yup, I practiced saying everything from "May I speak to your marketing director?" to "I feel comfortable working on a wide variety of projects" to "I'll be in your area next week. Might I stop by with some samples?"
Seriously. I agonized over this for months. I wanted to be sure I was really, REALLY ready.
I wish I had known what real cold calling is like.
After about five calls, I actually scrapped Peter's script. (Sorry, Peter. I still worship you). It just didn't sound like me and it was making me sound nervous and forget to breathe -- leading to sharp intakes of air in the middle of sentences.
Instead, I rewrote my own little script which fits neatly onto an index card:
Hi! My name is Sarah Maurer and I'm a local freelance (copy)writer. I'm checking in to see if you have any occasional or ongoing need for a writer to assist with (fundraising), (marketing materials), (patient communications), and so on. Who would be the best person to speak to?
If I actually get through to a real person, 99 percent of the time this is all I have to say.
If they're interested, they ask if I have samples.
I tell them I've got several uploaded to my website and would be happy to send them a link. I tell them I'll touch base soon to see if they have any questions and discuss any writing needs they may have.
If I've done lots of writing in their field (e.g. healthcare), I mention this.
Sha-ZAM. Done.
Really, that's all the talking that happens. It takes two minutes tops.
Before I started cold calling, I was sure I'd be grilled by every prospect. But seriously, I've probably only had four or five people who asked any questions at all before seeing the portfolio.
How about the rest of you? Do you use a script? How much actual selling do you do during the initial call?
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