by Linda Stephens

Finding new clients is tough and it’s not always something freelance writers are trained to do. Repeat business and referrals are ideal, but sometimes the well runs dry and find yourself wondering where the next project is going to come from.

Don’t let this situation paralyze you with fear! Instead, put yourself in the driver’s seat and make a list of people or firms you’d like to work for. Find the courage to be aspirational – it’s just a list! Once you have the list, my bet is that you’ll be a little excited imagining how great it would be to work with a few of the firms you’ve identified.

Now what? Use this energy – pick up a phone and make a call! Yup. Put on your headset, dial in the phone number and introduce yourself and your services.

Cold calling is daunting for many including me. However, I’ve been in a position many times – as a marketer, account executive, fundraiser and sales person – when I’ve had to put on my parka and wade through the chill that surrounds business development calling. Over time, I’ve learned a few tips that help me get the job done:

Know Who You’re Calling: Take the time to do a bit of research about the company you will call. Note what they sell and who their selling to. Are they a B2B or consumer-focused? Do they have a large list of products or are they a service provider? Are they are large company that may have internal communications needs such a an employee newsletter? What about white papers – are there any available on their website? Make notes and jot down any ideas you have. Keep it light and don’t make it a homework assignment. WARNING! Don’t get lost in the research or use it as a procrastination tool. I usually make a list of information I’m looking for to keep myself focused and often I use a timer, allocating 20 minutes to each web site. When the alarm sounds, it’s time to move on!

Write Three Scripts. That’s correct, THREE scripts.

1. Voicemail Message: Prepare a short, professional and informative voicemail message that includes your name, why you’re calling and your contact information. Practice leaving a voicemail message by speaking it outloud or even recording yourself. Pay attention to the length of your message, eliminate peripheral rambling and note voice inflection. Keep the tone positive and helpful. Invite them to return your call, but let them know that if you don’t hear from them, they’ll hear from you again next week. In the meantime, you could send an email or post mail package with a bit of information on you and your expertise.
2. Gate Keeper: A gatekeeper might be the receptionist, an executive assistant or some other person tagged to answer and screen phone calls. With today’s sophisticated phone systems, this is the least likely option you’ll deal with, but be prepared for it none-the-less. A bumbling beginning with this initial contact can translate into a dead end very quickly. As the phone rings, take a breath and expect someone to answer; if you end up with a voicemail system, you’ll have a few seconds to switch gears while the message greets you and offers instructions. Have notes handy to reference and speak clearly and confidently. Don’t rush! Introduce yourself as a professional writer and state that you’re calling to inquire about potential needs that ABC company may have. If you don’t have a contact name, ask this person for guidance. Talk to them like they are important and their perspective matters – they are and it does! Ask them how they would recommend you get in touch with the key contact, if they know the best time to reach this person, whether they provide an email address so that you can forward a brief introduction on your work, etc. Note, I have had gatekeepers turn out to be the marketing assistant or office manager with decision-making power.
3. Bingo! The contact picks up the phone. Expect this to happen! Be prepared for this situation because, while it may be the most stressful option, it is also the most likely to lead to a project. Introduce yourself and your services and be prepared to ask some key questions, ideally specific to the firm your calling. Possibly you noted some areas of the website that need an update, or that the last white paper was published two years ago, or that they link to a digital newsletter for employees or clients. Offering examples of your capabilities within the context of their firm helps them quickly understand how you might help them. If this conversation leads to immediate work, great. If not, ask about the best way to follow up – Shall you call back in three months? Can you send a v-card via email (capturing their email address) with your contact information? Would they be open to receiving an occasional email update from you featuring samples of your work for other clients? Make notes, set alarms in your calendar and follow up on everything. Send a thank you email or even a handwritten note with your business card if you don’t get an email address.

Breath. Cold calling is stressful. Take a moment to breath deeply before you dial, then again while the phone rings and throughout the call itself. Keep in mind that the person who answers is human, just like you, with their own insecurities and challenges. Being authentic and friendly will set them at ease and open them up to helping you. Once your chatting, be sure to continue breathing, allowing the person on the other end of the line to respond and ask questions. Pauses will feel much longer than they actually are. Remember that they weren’t expecting your call and may need a few seconds to understand the nature of your services.

Have perspective. Before each call, I make a conscious effort to remind myself of the worst thing that could happen – the person I’m calling could be rude or even hang up. Once I acknowledge this, even imagine it happening, it diffuses the anxiety around the potential. Inevitably, I find myself smiling and thinking, “So what!?” Also remember the obvious: if this person is rude or hangs up, it has nothing to do with you! Write it off to their bad mood, their bad day or their bad life. Whatever. It’s their issue, not you, and you have a list of other companies to call.

I’ve done a good bit of cold calling and found these tools helpful. Even with them, however, the prospect of that first dial can fill me with anxiety. Remember: you have a valuable service and are simply looking to make connections with firms that need your expertise. No watches line your coat and you’re not throwing dirt on anyone’s floor to sell a vacuum. You’re a professional and people need your services.

parka photo Dave Dyet, phone photo Gokhan Okur