Contacting potential clients.

[mokka]

I'm setting up a commercial photography business and am currently at the stage where I'm ready for my first commission, so I'm doing a lot of marketing and advertising, however the one thing I'm really bad at is phoning potential clients up to ask if they had a chance to look at the letter and card I sent them, and if I could pop by with my portfolio.

I have business advisors and two of them have both said how important it is that I don't just set up a website and online advertising campaign and wait for the clients to roll in, or even just send out information in the post and forget about it. But I have to send my information out and then follow it up and try to come up with a reason why I'm in that client's area so that I can suggest visiting them.

These advisors are both owners of local businesses so I know they wouldn't be advising me to do this if they themselves would be irritated by a photographer contacting them to tell them about his business, but I'm not very good with phones, I hate calling people and I can't get it out of my head that if I call some of these businesses they will think of it as no less annoying than if I was cold-calling from an marketing agency... and I get very irritated by marketing agencies calling me up all the time. I worry that every business I call up is one business I can count on NOT to hire me in future, because they don't want to work with someone who cold-calls them.

But I feel I have to go through with this, not only because I have sound business advice that it is the right thing to do, but also because the letters I sent out said I would be in touch later in the week. A few weeks ago there was a networking even in a town where I'd sent some flyers, so that wasn't so bad, I could call business and say I'd be at this event and I feel that went well. I think part of the problem is that I think they'll see through my lie that I am in their area on business and would like to drop by.

So I don't really know what to do. Yesterday I spent an hour sat with my phone in one hand and a list of phone numbers in the other and couldn't summon the courage to make the call, and today is going exactly the same way.

[scootermcq]

I have been there, got the t-shirt and hate it. For me too, the phones are a horrible grind. One of those things where I hang up with my finger, because if I set down the handset I am done. Unfortunately there is no way around it, except to do it.

I forget the exact numbers, but when I was doing some outside sales, there was a formula to follow that was something along the lines of phoning 10 people to get an appointment. Seeing 20 people face to face to book 10 closing visits, 10 closing visits to book 2 sales..... so in that sense, it was calling 200 people a week to get 2 sales.... ouch.

There is nothing you can do, except grind it out. Now, once you have a client, get referals so that you can warm call someone else, which increases the odds. Along the lines of:

"I was recently doing some photography for Joe at ABC company, he was so impressed with the results that he suggested I call you because he felt you would really appreciate how I can help your business too. When would be a good time for me to drop by and show you some the work I did for ABC to see if you would be interested?"

It gets easier with referals and people seeing your results in print, but the start hurts guys like us.... soldier on buddy!

[andyw]

Originally Posted by mokka

I'm setting up a commercial photography business and am currently at the stage where I'm ready for my first commission, so I'm doing a lot of marketing and advertising, however the one thing I'm really bad at is phoning potential clients up to ask if they had a chance to look at the letter and card I sent them, and if I could pop by with my portfolio.

What experience with a photography business have you got upto now?
Have you been working in a studio/as an assistant/part time etc?
Reason I ask is the way your first sentence comes over is that you are setting this up from scratch with no existing customer or contact base to work from.
That makes it very very hard work

Originally Posted by mokka

I have business advisors and two of them have both said how important it is that I don't just set up a website and online advertising campaign and wait for the clients to roll in, or even just send out information in the post and forget about it. But I have to send my information out and then follow it up and try to come up with a reason why I'm in that client's area so that I can suggest visiting them.

Your business advisors are absolutely correct. It is totally pointless just having an online presence and expecting people to contact you.
You don't have to "come up with a reason", you just contact them and try and arrange meetings. Your reason simply is that you want their business.

Originally Posted by mokka

These advisors are both owners of local businesses so I know they wouldn't be advising me to do this if they themselves would be irritated by a photographer contacting them to tell them about his business, but I'm not very good with phones, I hate calling people and I can't get it out of my head that if I call some of these businesses they will think of it as no less annoying than if I was cold-calling from an marketing agency... and I get very irritated by marketing agencies calling me up all the time. I worry that every business I call up is one business I can count on NOT to hire me in future, because they don't want to work with someone who cold-calls them.

Every business owner gets irritated by cold callers. But if you think that calling someone is going to put you on a "blacklist" or the like then you are not going to get very far.
It does not happen like that. If you are polite and business like then if you are put on a blacklist then that customer was not worth having in the first place.

Part of being a photographer, or rather running a photography studio/business, is marketing. In fact it is a major part of it and unless you have a large base of existing customers then you absolutely have to spend a long time on the phone and traipsing from business to business.
NO business owner will blacklist someone for making a polite and business like call.

Originally Posted by mokka

But I feel I have to go through with this, not only because I have sound business advice that it is the right thing to do, but also because the letters I sent out said I would be in touch later in the week. A few weeks ago there was a networking even in a town where I'd sent some flyers, so that wasn't so bad, I could call business and say I'd be at this event and I feel that went well. I think part of the problem is that I think they'll see through my lie that I am in their area on business and would like to drop by.

Absolutely you have to "go through with this". How do you expect to get customers otherwise?
The worse they can say is "no, not interested". The best is that you get a multi dollar/pound commission and recommendations for future work.
Your choice.
Every business knows that when a callers says "I just happen to be in the area..." that 99% of the time they are lying. NO ONE CARES. How do you think these businesses do things themselves?

Originally Posted by mokka

So I don't really know what to do. Yesterday I spent an hour sat with my phone in one hand and a list of phone numbers in the other and couldn't summon the courage to make the call, and today is going exactly the same way.

Now for my harsh, grumpy bit.
Forget ever being in a business if you cannot make simple phone calls and specifically forget ever being a professional photographer if the actual problem is that you cannot take rejection.

Don't worry that someone will "see through your lies". Off course they will, they know you are lying about being in the area, they don't care. They care that you can offer them something better or different than they currently have.

In a week I may be lucky and shoot 2 or 3 days, the rest of the time is spent either post processing work or on the "business" side of things.
A good portion of that is following up leads, cultivating new and existing clients and doing all the bullshit work which business have to do.

Once you have the first half dozen calls (and rejections) out of the way it gets easier.

[moi]

Don't lie.

'Good morning/afternoon this is.................name yourself/what you do.............I promised that I would call in to explain what I can offer you and would like to make an appointment this week to have a chat.' Be positive and straightforward/sincerre and you WILL get seen.

[MattG]

The main suggestion I have is to have a methodology that works for you. I prefer to operate a 3 step direct marketing process:
1. Identification of target clients - Research
2. Initial Contact
3. Appointment set.

Stage 1.

Identify your potential clients and qualify them. Call them to find out who you need to talk to about photography, what their current use is like (no point marketing to a company that uses a photographer once every 3 years, unless it is for this year!) and any other information you feel is pertinent such as a preference for mail/email contact. Don't speak to the person you will pitch to if you can help it at this stage.

Example script:
My suggestion is something along the following lines:
"Good morning, My name is Ben and I am calling on behalf of XYZ Photography, I am updating my database and have three quick questions that I need answering. Do you use photography services? Who looks after your photography purchase decisions? And their title is? Do they prefer contact via email or mail? And those details are? Thank you for your time and enjoy the rest of your day."

Stage 2

Initial Contact is your way of sending the information about your business to a qualified target: Email/Mail and personalised with letter and reason for contact.

Stage 3.

Call a week after sending information. Ask for the person by name or title (whichever you have been given/used). Be honest about why you are calling - 'gatekeepers' look for honesty and often a quick, friendly sentence is enough to get you past them once they ask why you are calling, e.g. "Certainly, I am following up on the information I sent through
last week as I said I would".

For the close, make sure you have a script and practice it until it sounds natural and like you. When cold calling, expect no more than 20% to respond positively - if you can get more, then you are doing well!

Your script should include:
Identification
Reason for call
Hook
First attempt at Close

in the first 30 seconds.

An example is as follows:
"Good morning Jane, I am Ben of XYZ Photography. I sent through some information to you last week explaining who we are and what we offer. I would like to meet and see where we could potentially help each other. Would you be available next Tuesday at 10am?"

Expect a rejection at this stage - this initial stage is about conditioning the prospect to the outcome of the call (saying yes to a meeting). Now the tricky part for most people comes - the rejection handling and ensuring a positive experience to all irrespective of the outcome.

Rejection handling: Expect a no and offer a reason as to why they should say yes, e.g.
Prospect: "Sorry, I don't have time on Tuesday and we already have a photography service".
You: "The meeting would only be for twenty minutes and we offer some unique offerings that may help your business. I understand time is precious, so perhaps you would prefer a time later in the week, say Thursday afternoon, 3pm?"
Prospect: "Our budget is very tight and we are happy with the existing service."
You: "They may well be your best option. As the meeting i propose is obligation free, at least you will be able to confirm this in twenty minutes".
Prospect: "Thursday is no good, but if it is only for twenty minutes, then perhaps Tuesday at 9am?"

Practice and note all rejections that stall you - work out answers and update your scripts. As your business expands, someone else can then do this for you with known measurables and methods.

[tekandthebaron]

As a former "gatekeeper" (I like that word) do not be surprised if you are told that employee information (like name and title) cannot be released. Plan for that, and be agreeable/understanding about it. Those that argued with it were not given much help past that point.

You are more likely to talk to the Marketing Admin. if you ask for that person by title rather than the Marketing Director. Be realistic about that.

What it comes down to is that you have to make the calls. You will feel like an idiot after the first one... and the second... but after awhile you get used to it, you know your script, and it is quick and painless.

And if you are really having trouble, write a script. That way you know what to say if you are worried about forgetting.

(as for employee names, you might be able to find that info on Linked in. If someone called for an employee by name, they got transferred without question.)

[prince]

What do you suggest is the best way to get a list of phone numbers after you have identified who you want to target?

Is it worth getting a list of emails and phone numbers from direct marketing list websites?

I am into portraits but tips for getting the phone numbers might help or at least direct me.

[Jim Bryant]

Gotta beat the bushes. I contacted every ad agency from Portland to Seattle. Most of the major US ad agencies based in NY or LA have offices in most major cities, such as Seattle, San Francisco, Portland, Denver, Chicago, Dallas, Atlanta, Miami and such.

I wonder just have many of you developed a business plan. If not, write one and stick with it.

[mokka]

Originally Posted by scootermcq

I have been there, got the t-shirt and hate it. For me too, the phones are a horrible grind. One of those things where I hang up with my finger, because if I set down the handset I am done. Unfortunately there is no way around it, except to do it.

I forget the exact numbers, but when I was doing some outside sales, there was a formula to follow that was something along the lines of phoning 10 people to get an appointment. Seeing 20 people face to face to book 10 closing visits, 10 closing visits to book 2 sales..... so in that sense, it was calling 200 people a week to get 2 sales.... ouch.

There is nothing you can do, except grind it out. Now, once you have a client, get referals so that you can warm call someone else, which increases the odds. Along the lines of:

"I was recently doing some photography for Joe at ABC company, he was so impressed with the results that he suggested I call you because he felt you would really appreciate how I can help your business too. When would be a good time for me to drop by and show you some the work I did for ABC to see if you would be interested?"

It gets easier with referals and people seeing your results in print, but the start hurts guys like us.... soldier on buddy!

Thanks, I was having one of those days again just sitting looking at my phone and then I read your post and summoned up the courage to make a few calls. I was able to organise a meeting with one of the most active graphic and web design firms in my region and I've just come out, having spent about an hour chatting about photography and design with their managing director. So fingers crossed.

It's good to hear other people started where I am. I was worried that people would just advise me I wasnt cut out for business. I've recently relocated so I'm starting afresh with few contacts. But also being a serious business for the first time

[mokka]

Originally Posted by prince

What do you suggest is the best way to get a list of phone numbers after you have identified who you want to target?

Is it worth getting a list of emails and phone numbers from direct marketing list websites?

I am into portraits but tips for getting the phone numbers might help or at least direct me.

Portraits is a whole different game. It's easy to get phone numbers for businesses as no self-respecting organisation would neglect to put a phone number on their website. I'm not sure if phoning prospective private clients is a good idea, you're probably best off going to the sorts of events they will be ad, advertising locally, and using social media.