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.

New domain name ... SHINY!

So thanks to Tania Casselle and Darcy Lewis over at Freelance Success (FLX) who came up with an easy solution to my last-name, voice-mail conundrum.

I just bought a new (voice-mail friendly) domain and forwarded it!

Now instead of speaking in Navajo code-talk, can just tell prospects' voice mail:

"You can view my online portfolio and resume at zipline agency dot com."

For anyone who is wondering, forwarding is free (at least through GoDaddy) and if you call sales, they will walk you through the setup.

Last-name problem solved. And for only $1 a month. (Much easier than going to court or marrying some guy named Smith).

TIPS: Choose Your Web Address Wisely

If I had been sane when I set up my business, I'd have given www.sarah-maurer.com a pass and picked something that's super easy for people to spell.

Why?

Because when I'm leaving a voice mail for a prospect, I like to spell out my web address so they can check out my online portfolio and resume.

Because of my stunning lack of foresight, it usually goes something like this. (Combine this messy spiel with my goofy accent and it's easy to imagine marketing director's head exploding.)

"To see my online portfolio and resume, visit duble-u duble-u duble-u dot Sarah dash Maurer dot com. Haha, let me spell that for you. It's Sarah with an 'h' dash mike alfa uniform romeo echo romeo dot com."

I knew it was way too much for people when a very nice lady called back and said, "I didn't get that last part. Was that in code?"

Gah. If I had been smart, I'd have made my business name the domain. Then I could just say, "Visit my online portfolio at zipline media dot com."

Food for thought if you're going to be setting up a commercial writing business. Especially if you plan to do much cold calling.

How do others with crazy names get around this?

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?