One of the biggest reasons why event business owners fail to reach their income goals is because they stink at selling and marketing. Some have a bad attitude towards these critical success components and do a poor job at promoting themselves. Others recognize how important it is to market and sell well but they never get around to doing it often enough. And some just have lousy advertising, pathetic websites and zero sales ability.
Then there are a few who get it. They may never “enjoy” selling and marketing their services but they have systems in place to make sure this business-critical function is executed effectively on a regular basis.
Do you have a bad attitude toward selling and marketing? I’ve worked with a number of business professionals who had a tremendous fear of selling. The very idea of picking up a telephone and calling a stranger and asking that stranger to do business put them into a panic. The truth is – promoting your business by telephone is one of the fastest ways to grow your business.
If you pick up the phone and call your past clients on a regular basis you will make more money. If you pick up the phone and call potential business allies (those people who can refer business to you) on a regular basis you will make more money. If you pick up the phone and call those people you met at the Chamber of Commerce whose business cards are stacked in your desk drawer – you will make more money. No doubt about it.
Whether you’re a business to business professional like a corporate event planner or any personal service provider like a wedding planner or photographer – the telephone can and will make you more money than wasting hours tweaking your website.
So why aren’t you making more calls? What’s holding you back? Is it a lack of leads – or is it a lack of confidence?
Selling by telephone makes a lot of people think of telemarketing and telemarketing has a justifiably bad reputation. But when I use the telephone to promote one of my businesses I never come across as pushy, annoying or inappropriate. I never sound like I’m reading a script (that’s because I’m not). And when I network, market and sell by phone I enjoy myself.
What’s the secret? Was I born with the personality of a “born salesman”? No! Believe me when I started out in business I was terrified of making cold calls – I stunk at it! I would procrastinate all day if possible to try and avoid making those calls. I’d waste time calling the same friendly people who always said no instead of taking a risk and calling strangers that might make me feel stupid.
But then one day I met my mentor who showed me exactly how to use the phone to make professional introductions and have quality conversations that would lead to strong business relationships and sales.
If you were able to pick up the phone today and start building profitable relationships without feeling uncomfortable and actually enjoying the process, would you do it?
What are your biggest problems when it comes to promoting yourself using the phone? I’d love to hear back from you.
Please take a moment and leave a comment … I hope you’re making a ton of money this week! If not … pick up the phone!
Brian, You’ve hit the nail on the head. If I weren’t procrastinating making call, I wouldn’t have seen your email nor would I be able to make this sad comment.
I am horrible at calling as I feel that I’m intruding.
Thanks for the boost. I’ll get on the phone. I’ve got lots of people to call.
Pat! You are too funny!
Brian, I have a wonderful time cold calling and also help my site. You see I market an unusual service. I have Texas Longhorn photo steers that have an educational program as well. You can really get even the cranky totally off gaurd and some times have the Owner call you back. Even if they are AGGIES! What helps me is to have a rule of so many phone calls per day. Thanks for the article, it’s a good one-Diana
I’m with Pat — I hate making phone calls. Emails are so much easier but you’re right, the phone is much more personal and direct. I guess I don’t want to come off as pushy. But the flip side of calling (the good side) is showing your clients you care about them and are thinking about them.
Thanks Brian. Another great article and very timely for me too. Alot of what I have read tells me I should get out of my safety zone and network more which I’m going to start doing face to face soon.
I have an idea to offer gift vouchers for key suppliers (wedding planners, reception venues & celebrants) who are booked before a photographer for a wedding, giving their clients a free engagement session. The butterflies start fluttering really badly when I think of calling people I don’t know. I’m procrastinating wondering if I should post, email or call first. Any tips on how or if I should be doing this at all? (p.s. Just realised I’m procrastinating again by asking you!!)
Diana … I just visited your site … you’re right! That’s an unusual service. I’d LOVE to hear that cold call.
I’ll put together a more instructive response – but in short … How do you get over your cold-call jitters?
If you’re calling strangers to interrupt them and try to force them to agree with you … it is natural and OK to feel nervous. There’s not a thing in the world wrong with that – it’s part of many creative people’s personalities. And my advice is to not do it!
Instead, get in touch with your creative and giving side and find ways to help people. The offer you have is a perfect example. What wedding planner wouldn’t be delighted to get a valuable freebie to give their clients? That’s a fantastic offer.
The first sale you have to make is to yourself. I’ve seen your portfolio and you know you do wonderful work … so believe it. Imagine how much value you are giving away to a handful of select event professionals. (And be selective … don’t do this as a blanket offer).
To help warm up that first call, get someone to introduce you or at least a name to reference when you call.
I’d write more, but that would only take away from your call time. Like Diana said … schedule a definite number of calls to make every single day.