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The Art of Cold Calling

Beth Ann Erickson

http://FilbertPublishing.com

I’ll be the first person to admit I hate cold calling. Can’t stand it. In fact, I can count the number of cold calls I’ve done on one quivering hand.

So, why in the name of all that is selling would I write an article about this somewhat difficult subject?

Well, I’ve been on the receiving end of hundreds of these little gems. That’s because Filbert Publishing occasionally hires freelancers for editing, designing, layout as well as publishing books. And once word spreads that you may hire a freelancer, you can expect a flood of these often awkward calls.

So, let’s talk about cold calling from the hiring perspective, shall we?

I can generally smell these calls long before I pick up the receiver. It’s probably because caller ID will usually display an unfamiliar number accompanied by an equally unfamiliar name. So, if you’re making the call, be aware that you’ve probably been spotted before you utter word one.

After that, most conversations go something like this:

“Hello.”

“Yes… um… Yeah… I’m uh… is this Filbert Publishing?”

“Yup.”

“Yup. Good. Yeah. I was just wondering if you’re hiring.”

“Nope.”

“OK. Bye.”

End of conversation.

Some conversations run a little shorter with a fast burst of “Are you hiring?” followed by a quick “No” followed by a final click as the caller hangs up.

Either way, the call’s not successful for either me or the person who took the time to dial my number.

Now, knowing I’m a die hard non-cold caller, I want to begin by mentioning that I totally respect anyone who has the gusto to engage in this activity. So it’s from the prospective from someone on the receiving side of the desk that I’d like to throw out a few pointers for the brave soul who has the courage to call a prospective client out of the blue.

First, do your home work. The best cold call I’ve ever receive came from a prospective author who began the conversation by saying, “Hey, I’m so and so, a long time subscriber to Writing Etc. I love your writing style. You really got to me when you wrote about Lucy…”

Wow. That guy had me in the palm of his hand. And yeah. We connected from word one. I wound up hiring him for a project.

So do your homework. Take the time to know your prospective employer. Read their publication… more than one issue. Try the product. Really get to know who you’re talking to.

Second, you’re not trying to land a writing gig. You’re solving a problem.

We need authors. Nah, I take that back. We need good authors who know how to market. (Please note, I didn’t say “fantastic” writers. Heck if writing talent had much to do with freelance success I can count a number of popular authors who never would have sold word one. In the real world, marketing trumps talent nearly every single time.)

So, the person who calls yapping and stumbling about their writing credits in a mousy voice won’t get anyone’s ear for long.

Instead, focus on your listener. Speak confidently. You don’t have to become Mr. Sales personified, but you do have to know how to speak in a confident professional style.

If you need to practice your little speech with a friend or loved one, do it. Tape record it. Listen and learn.

You don’t want to appear slick, you want to be sincere. Honest. Someone your listener will want to work with.

Third, don’t criticize your listener’s work.

Calling a prospective client and telling them their work sucks probably won’t result in any solid writing assignments.

I once had a prospective editor edit every single issue of Writing Etc., send it back to me in its edited form, and expected me to hire her for the subsequent issues.

Yeah. Right.

Never happened.

Tread lightly when criticizing a prospective client’s current work. Engage every one of your diplomatic skills while carefully reading, gauging your listener’s response as you chat about the project.

Fourth, be yourself. Don’t follow a canned program. Don’t “SPIN” your client or use psychological Jedi tricks to persuade them.

Sales tricks may work in the short run, but in the end if your client feels “had” you’ll lose ‘em forever. You’re looking for a long term relationship.

Honesty is the best policy.

Find out what your client needs, offer to provide it in a compelling way, and above all, be your delightful yourself.

Lastly, enjoy the process. If you can’t enjoy it, don’t do it.

The joy you bring to the task will be reflected in everything you say. And if you intensely dislike cold calling, your listener will know it before you open your mouth. In fact, you’re probably wasting your time if you can’t bring joy to this task.

After all, there are a myriad of ways you can attract clients. We’ll cover some of these in subsequent issues of ChixTrax. Keep your eyes glued right here and we’ll be back next month.