Hi Rachel and Leo. I would love your suggestions on finding new clients. I’m new at this and not having a whole lot of luck! Kate
Spruiking for new business can be hard – and it can be the one thing that leaves many of us running for the hills (and if we can find it, a safe in-house job). Or, we can view it as a part of doing business and building a business – otherwise known as marketing, networking and discovering new marketplaces.
As with all things that frighten /challenge me, I like to face them head on. Which is how I found myself in a room full of strangers last night plugging my business at my local Chamber of Commerce’s speed networking night. I discovered it was not only fun, but life affirming. It’s also incredibly empowering to be out in the world doing something positive about being under-employed (rather than falling deeper into despair by moaning about it to your spouse /friends /dog).
If you’re thinking it was easy for me, though, then let me enlighten you: public speaking was my personal nightmare as a teenager. I became a stuttering, blushing introverted mess. And while there’s something about being in my 40s that helps, as I now have a proven track record (and a body of work I’m proud of) to back me up, I’ve still been anxious about this little foray ever since I RSVP’d a fortnight ago. (And yes, even despite the motivational speech I gave myself in the car ride there and all the practice I put into my pitch this past week whenever I brushed my teeth!)
The upshot? It paid off. I’ve now met 70 new small medium enterprise owners, all of whom have internal and external communication needs, who hadn’t previously heard of me. They all value their business and are prepared to invest in it – the same values that led me to join my local Chamber. They’re also passionate about what they do, too. And best of all, there was none of that cold calling awkwardness. Everyone in the room was there with the same goal: doing business. It’s why out of all the small business breakfasts and minglers, I carefully chose the speed-networking do, where six of us sat on each table and rotated after ten minutes. That way, I didn’t feel like I was hoodwinking someone who was out for a social chit chat – I could treat them like a potential client and they expected me to; great for someone like me who hates to sell myself.
If you’re still reading and thinking, ‘Great, but what’s that got to do with me?’, look at it this way. Magazines and newspapers are no longer your only options and work opportunities do not exist solely in the virtual world. Once we look beyond print, we’ll begin to see all the opportunities for work on our doorsteps.
Last night, out of the 100+ business owners there, there was only one other communications professional in the room and Dani was intent on highlighting her talents as an event organiser and marketing expert. I on the other hand was the only photographer /filmmaker / journo there and none of them had ever been approached by someone with my unique skillset in person. In total I invested two hours of my time, paid $10 for the ticket, $5 for a beer and with petrol and a babysitter my total investment was $70. That made it less than an advertising dollar a head to put myself in front of potential clients and hand them my card.
What do you do to find new clients?
Interesting piece Leo. I’ve procrastinated about getting involved in my local chamber of commerce – partly because the closest one is still an hour each way drive – but I really should stop and get out there.
I’ve had some success at cold calling but to be honest I need to be in the right mood to do it. If I’m having one of my “I don’t want to talk to anyone, I just want to sit here and write” days then I suck at cold calling.You also need to be realistic. I’ve never had anyone turn around and say, “it’s great you called, we need something done asap” but there has been a number of times when I’ve called the marketing department of a company, university, TAFE etc. and I’ve been asked to send an email with my details and have had someone call me later saying, I got your details from XX, can you help us with this?
Lastly, I can’t speak to direct experience as there isn’t a chapter nearby but a good friend of mine who is a very successful copywriter developed some really good contacts through a local BNI (Business Networking International) group.
Couldn’t agree more Darren I hate the cold call hard sell aspect of freelancing. It’s why I often focus on return business and longterm contracts. Because I live ruralish too (although not quite an hour!) I am VERY choosy about how I invest my time and my babysitting money. I do however feel making these forays allows you to also clearly identify who you are what you do and not to the same people being hit on by your freelance comrades.
Thanks for the tip BTW, like the idea of an international group. That way no matter which way the wind blows there should always be a sellers’ market.