While we don’t always like to openly admit it, cold calling is one of the most effective ways of getting your name and services out to people who have never heard of you – but they don’t have to be so cold.
“Warm” calling can be beneficial to finding clients that you want to work with, rather than the other way around. You’re able to me more selective; this way you are doing the work you enjoy rather than taking whatever comes along. If done correctly, warm calls can be a valuable asset to your freelance business without sounding like a “cold” telemarketer.
Do Your Research
Don’t just grab a phonebook and starting calling companies by random. Do your research — find out exactly what the company does and who the right person is to contact that makes the creative decisions for the company.
Learning as much as you can prior to the call will not only help make you more comfortable and confident, but also gives the impression of professionalism — not just some person who’s desperate to find work. If you’ve worked with similar companies and markets, you can ask if you could prepare work samples to send them, if interested.
Prepare before the call
Prior to calling, I’ve always liked to write down a script-like note of what I need to say. More times than most you will find yourself talking to an answering machine, so this works out to your advantage to have prepared statement. Consider it the elevator speech for the answering machines.
Don’t be a spam artist
Cold calling gets a bad wrap due to it’s comparison to spam. Warn calling must be handled with care, so you don’t come off as “spammmy” to the person on the other end. Don’t sound as if you are trying to sell them something or persuade their decision.
Instead express interest in their company and find out if they are in need of your services. Don’t pressure them. Be casual. You’re simply letting them know who you are and how you could potentially help them. Even if they are not interested immediately, doesn’t mean they will never be interested. At the very least they now have your contact information.
This could also be a good way to find out who they are working with and if they are happy with the quality of work they have been receiving. Ask them if they ever worked with an independent designer, and if not, provide details on how working with a single party can benefit them.
Time is of the essence
Time is of the essence, so cut right to the chase. Save the long, detailed conversations for the appropriate time. Keep your messages and conversations short and sweet, until you feel they would like to hear more.
Start of by introducing yourself, what you do and what services you offer that could benefit their them. At this point they will either be open ears or cut you short. If they seem interested and give you more of their time, this is your opportunity to ask them some of the above, more personal questions.
Thanks for the article, I never liked the idea of cold calling. Now I think I can stand doing it.
Call me crazy but i enjoy reading your blogs. I wish i had baby blues too :)
To be honest, I don’t see the point of cold calling anymore. Tim Williams wrote a great piece called “The End of Cold Calling” last year on this very issue, you can find it here: http://www.ignitiongroup.com/propulsion/propulsionAugust08.html
I know for freelancers cold calling does make a little more sense, as it’s hard to really brand yourself. But if you look at people like Seth Godin and Gary Vaynerchuk, both unbelievable personal branding experts, and read up on personal branding, you’ll find plenty of tools that will give you better ROI than cold calling.
I never liked the idea of cold calling… I think this can work better in countries like US. For example in Portugal, we look at this cold calling system as something spammy and negative… Thank you for put me thinking twice about doing it or not! :) Have a nice day!
As someone who has done a lot of cold calling, I can say that it’s a hard thing to bring yourself to do at first but gets much easier with practice.
Brian, all of your tips are good, especially the one about noting down what you plan to say. You should also have a pen and paper at the ready so you can note down anything important that comes up during the conversation.
Hi Brian,
You mention that prior to making a call, you always liked to make a script-like note. Does this mean you don’t make need to make these calls anymore?
I’ve done my fair share, particularly when I worked in outbound telesales for a newspaper (selling advertising takes a lot of practice). Thankfully, I’m in a position where my website does the selling for me, and I get to be more choosey with clients.
Tyler,
Thanks for the insightful article, however, in my opinion cold calling still has its advantages especially towards those who do not use the internet to its full advantage. During my time as a software/computer trainer, I had come across thousands of individuals who were in charge of very successful companies who did not see the advantage of using the internet to find what they were looking for. Now, that could be a generation thing and cold calling could eventually see the end of the tunnel, but for now I have still personally seen cold calling kickback as an independent graphic designer.
Isabel,
Cold calling here in the U.S. can definitely come off as “spammy” and negative, but if used properly and effectively I can be a great marketing tool. You must use it with care :)
Tracey,
I agree completely. I think the first time I made a cold call my voice was shaky. LOL But after a few attempts and writing down the important things I need to say in an outline-like form I felt more comfortable.
David,
I’m not sure what you meant by your question regarding NOT having to make the calls anymore because of notes, but I’ll try to clarify… The notes help me gather and collect my thoughts so I know what to say to the company after I’ve done my research. Sometimes free styling my words can tend to sound unclear to the person on the other end. Also jotting down notes helps my messages get straight to the point so they know exactly why I’m calling. Hope this helps make better sense of my statement about notes.
Thanks for the article..
Ah, not to worry, Brian. I mis-read your article sentence, and thought you typed it in past tense. My bad.
One tip is not to write notes word-for-word, and instead use bullet points for the main areas up for discussion. That way there’s no danger of sounding like you’re reading from a script.
Well put article. I have always gone about this way. Lluckily though I haven’t needed to depend on my freelance work to support by family. So I felt like I could take my time to research the potential clients. Another great way to get more customers is to ask previous clients for referals. People you could call on behalf of your old client. It good because you already have a connection of trust between you, the old client, and the new. Anyways great article, limes it a lot.
David,
No worries David. 100% agree with you on the, not-sounding-robotic statement, it’s easy to do when you read from something. Generally I create an outline which I graze through.
Ben,
Having a second income does definitely help in your situation. And yes, you are absolutely right, nothing beats a good ol referral. I’m glad you enjoyed the article and thanks for the comment!
Anyone interested in getting better at the sales aspects of freelancing should pick up one of Jeffrey Gittomer’s books. I have the “Little Red Book of Sales Answers” and it offers practical advice and is a super-quick read.
Great post! I have never really considered cold calling as i dont depend on my freelancing income to survive. Currently I rely on referals and repeat business from my current clients. But its always a good idea to diversify :) Thanks for the tips!
Ethan,
Appreciate the insight you provided. Will definitely be looking into those books.
I’m terrified of cold calling. But you do give some great advice. It does make cold calling seem less daunting.
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Great advice.
As a photographer I cold call art directors and art buyers quite a bit and I definitely do my research (via CA, HOW, STEP, agency/firm websites, etc.) before I make the call. Most calls are short and sweet, introductions and permission to send them more info about my photography.
Cold/warm calls are a big part of my marketing. I consider them the beginnings of potentially great creative relationships.
Great tips. I normally consider cold calling a waste of time compared to going to networking events, social media, and direct advertiser. However it can be a surprising way to gain some clients during the slow months. :)
Great tips and advice. I have spoken to many people, and we often overlook this simple input: speak at events – conferences, lectures, meet-ups. A Service Provider of-
http://morefreelance.com/
I’m not a big fan of cold calling but there are some nice tips here.
I have to agree. Cold calling still works and we have found it essential in our business. It can be a hard grind for sure but as part of a sales strategy it can work and you can win new customers. The trick is finding some one who will actually do it and is hard nosed enough to be knocked back over and over while they are hunting for the odd piece of gold in amongst the rocks.
Good post and advice.
Joe
Most people hate cold calling simply because the caller puts pressure on them to buy. They talk slow on the free offers but fast during the pits. The other day my own bank calls me to sell insurance. The caller would not just hang up even though I told her I don’t need it.
I cold calling should be done ethically. It should guide and inform the potential customer.
Great article. I’m going to be using some of the techniques discussed.
I never liked cold calling. It seems there are plenty of rude people who are happy to get snotty with cold callers. Do you have any tips to find out about the person to call? I would go to their website and look to maybe find their twitter and facebook.