Are People Really Still Making Calls?

[by Suzanne Sease and Amanda Sosa-Stone]

A mutual client of ours recently worked on her brand, portfolio and marketing strategy (with Suzanne).  Then she came to Agency Access to work on implementing her marketing through Campaign Manager (with Amanda – a year long plan to make sure marketing is being done).  After getting her beautiful portfolio printed, through PushDotStudio.com, she was ready to start showing her book.  She was ready to tackle her local market first.  We trained her to make the calls using a dialog that has been perfected over the last couple of years (available on AgnecyAccess.com).  After her first attempt of calling, this was her report:

First attempt: local market
-called & emailed 11 contacts today
-had a response (within 10 minutes) saying ‘nice work, what’s your day rate’
-had 2 more responses in the next hour:
1: scheduled an appointment with an art buyer in her local market (NOT NYC)
2: scheduled a meeting for the next week with a very popular Magazine in her local market

Second attempt: trip to the South:
-8 calls to South Advertising Agencies today
-2 meetings set up for next week

Things to focus on when attempting to make these calls:
-Despite the fear of rejection, it feels SO GOOD to be making these calls and actually ‘doing’ something.
-Having a beautiful well thought out book gives you the confidence to make these calls!

Our client emailed last week with her final report and said “THANK YOU, your Your magic formula is working!”  Nothing feels better than knowing that a client is working hard and it’s paying off.

So the answer is YES there are still meetings that are happening – it’s just a matter of how much energy are you willing to put into the calls.  It’s a numbers game.

We also prepared our client for those UNCOMFORTABLE questions (like who have you worked for in the past, etc…) and after her trip to the South, we followed up and she said having those UNCOMFORTABLE situations planned out had her prepared and she felt confident going into those meetings.  You have to be honest, but put a positive spin on your greenness, your lack of commercial work, your fear of location shooting, major productions or whatever your concern is. Remember we all fear something, look it directly in the face and tackled it.  What do you have to lose?  You don’t have this client now,  so go in and conquer!

GOOD LUCK!

‘Stop telephonin’ Me

[by Ellen Boughn]

Lady Gaga has it right when it comes to the interrupting phone call:
‘Stop telephonin’, me. Stop telephonin’, me.
(I’m busy). (I’m busy)’, she sings.

When you pick up the phone to call a client, it had better be about something they want to hear.  And cold calls? If the reception on the other end is closer to freezing than in the past, there is a reason.

Our means of communication have greatly expanded in the past decade. At the same time, most people are doing the work of the two or three of their colleagues that have been laid off. Nothing starts a conversation off on a worst foot than an insistent ring tone that has shattered one’s concentration.

I talk to photographers every week but I do it at a time that is mutually agreeable and established previously via email. We generally speak via SKYPE as I often have clients in other countries. We have the added advantage of being able to see each other via SKYPE video.

I like keeping up with the industry via blogs like this one and keeping track of my colleagues via twitter and facebook. I use email mainly for important communications with businesses other than individual photographers.

I can’t say how many art buyers feel the same as I do but for me the office telephone is obsolete and its ring makes me want to scream.

Ellen Boughn is a consultant and writer. She offers one-time mini-consults to photographers for $39.00 here: www.ellenboughn.com/ask-ellen

Getting and Using Referrals

[by Todd Joyce]

“Nice day we’re having”  “How about those cubs”  yeah, it’s hard to start the conversation, but I still make calls to new ADs etc to get to know them.   I like to mention a person who referred me to get things started.   “Hi (AD), (Other person at agency) mentioned I should call you to get to know you…”  Of course you need to get that referral, which may be tough.   The problem is that you likely aren’t asking.

When I talk with any AD or designer, I ask them who else I might talk to either at their agency or another agency.   Ask, you might be surprised at what they’ll tell you.   “Sure, you should talk to Jenna in our design dept.”   The next step is to call Jenna and tell her that (previous AD) suggested you call her.   It’s a good way to get a conversation started.

The dreaded voice mail.   Try a few times and if you can’t get hold of who you’re calling, leave a message.   Make it upbeat and mention the reason for the call.  Introduction, portfolio appointment, maybe lunch.  Don’t leave more than one message.   Several messages gets you that “stalker” status at the agency and nobody there will ever answer your calls.  Be careful that with caller ID, many calls and hang ups at the launch of voice mail may get you “stalker” status too.  If you don’t get hold of them, don’t leave another message for a few more weeks.

There’s info that suggests that a buyer needs contact 7 times before they recognize you.   A voice mail may get them one of those seven.   Hey, It’s a contact.  Don’t be afraid to use it.  And don’t abuse it either.  One more thing.  Don’t give up.   Nobody said this was easy.

Todd Joyce is a recent Past President of ASMP and specializes in conceptual people photography for advertising. See Todd’s work at joycephotography.com and contact him at todd@joycephotography.com

Just Pick Up the Phone!

[by Judy Herrmann]

I love e-mail – it’s efficient, it’s fast, it’s effective.  It’s great for just about everything, except when it’s not.

Dealing with a conflict?  Pick up the phone.
Chances are that e-mail’s going to make a bad situation worse.  People can’t hear tone and most people (myself included) are scanning through a lot of mail so they just aren’t reading all that carefully.  Any time I see a conflict start (or am about to start one myself) I try to get on the phone as quickly as possible.

Got an emergency?  Pick up the phone.
As wired as the world we live in is, not everyone is connected to their e-mail system 24/7 (I know, can you imagine?)  And, even if they are, it’s way too easy for time-critical messages to get lost in a sea of incoming mail.  If a deadline’s looming, I find the phone to be a much safer delivery system.  And, I really appreciate those vendors and clients who don’t rely on e-mail for critical messages.

About to disappoint someone?  Pick up the phone.
It is way too hard to convey an appropriate sympathetic tone in e-mail.  Whether you’re running late or about to miss a deadline, hearing in your voice just how sorry you are and how hard you’re trying – even if you’re just leaving a voice mail – goes a long way towards helping the other person get over it.

Really don’t want to make that call?  Pick up the phone
If you’re thinking about using e-mail to avoid having a hard conversation, think again.  When I get that feeling – you know, the one where you’d rather clean the bathroom than talk to the person? – I know I’ve got to force myself to get over it and do the right thing. Literally every time I’ve chickened out and skipped the call, it’s come back to bite me.

Want to build a relationship?  You guessed it, pick up the phone.
By their very nature, e-mails tend to be short and to the point.  We abbreviate words, drop pronouns, use acronyms all in an effort to get the message out and read faster.  Building a relationship, one where the other person actually cares about your wellbeing, takes more than that.  A periodic phone call to say hi, find out how things are going and oh, by the way, here’s that information you wanted, can go a long way to reminding people that you’re more than just a service provider with a handy e-mail address.

Now, if you’re thinking that everything I’ve written is obvious, congratulations.  You have already saved yourself a world of pain.  But if your thought bubble reads “Oh my God, I’m that person – the one who should have called!”  Let me assure you that you’re not the only one and it’s not too late to pick up that phone.

Photographer Judy Herrmann of Herrmann + Starke, www.HSstudio.com, offers seminars, consultations and a blog that help people earn a living doing what they love. www.2goodthings.com

Cold-calling Doesn’t Have to Leave You Cold

[by Barry Schwartz]

You’re starting out.  That means you probably have more time than money, and fewer clients than you’d like.  (This can happen to established pros, as well, but that’s another post…).

What to do to pass the time?  Got internet? Got phone?  Got voice?

Like a good photo shoot, do some prep.  Once you know what kind of client are you looking for, go find them (see: “Got internet?” above).  And there’s lots of ways to do that without using the internet.   Magazines.  Trade associations.  Don’t forget public and school libraries, where they keep books that contain gigantic lists of companies and access to online databases – some of which you can access at home.   Really, how hard could it be (but that’s another post…).

Once you’ve found a company you think ought to know about you, study their website and collect a name or two, a phone number, and best of all, an email address.  It’s called research; companies do it all the time, so why not you?

Now you have a great advantage.  You know more about them than they know about you.

When you call them, be sure to let on, so they know you know, but don’t be a smart-ass.  Nobody likes a smart-ass except other smart-asses, and do you really want to work for someone like that (but that’s another post…).

You are about to be a telemarketer, so be nice.  This is sales, which means this is theatre, which means you are performing.  It doesn’t mean you have to lie.   It’s like a first date – you’re going to show your best side.

Wear a headphone so you can stay relaxed and write down notes (not good behavior for a first date – but that’s another post…).

Once you have a clue who to ask for, call the company.  But even if you don’t – or can’t – find a clue, call the company anyway and say something like this: “My name is Joe Blo, I’m a photographer, and I’d like to introduce myself to the firm, but I actually don’t have a clue who to ask for…”.

Be short and to the point (like a professional).  It’s an early opportunity to break the ice.   Sometimes you’ll get a giggle, sometimes not.  Sometimes you get a stony silence.  Simply ask again, no joking this time: “Who is in charge of marketing”, or “PR”, or “advertising”, or “events”, or whatever would apply.

Be prepared: the person that answers may send you to the right person or they may send you to someone who won’t answer the phone.  If that’s the case, leave a message (short) with your name and phone number and website, saying you will try to send them an email with your information.

If you didn’t find their email during your research then call the company right back and tell the person who sent you to someone who wouldn’t answer their phone that you’d like to send that person your information but you don’t have their email address.  You’ll be amazed how often they’ll give it to you.  Or at least give you theirs and promise to forward your email to the right person.  Who knows, they might do just that – you’ve got nothing to lose.

This is also a moment when you might find you’ve been directed to the wrong person.  OK – now you have confirmed who the right person is.  A good thing.

A week later, call again and ask for that person who wouldn’t answer the phone.  Be nice.

The fact is, much of the time you’re not going to get anywhere however nice you are.  You may never get a response to your call or email.  Big deal.  Get over it.  It’s not personal, it’s business.  They don’t actually know you, so they don’t mean to insult you, so don’t take it personally.  This is one of those rare moments in life when low expectations can be a positive thing.

Besides, the person who would not answer your call or your email today might actually hold onto your contact information, and you’ll only find out about it two years from now when they contact you to bid on a project.  It happens.

It doesn’t really matter how you feel about any of this process because there is not much you can do about it either way.

Except pick up the phone and call someone else.

Barry Schwartz is a photographer in Los Angeles who once had a singing voice with a three-octave range.  It’s all phrasing, now.  Further proof it’s not about the equipment.

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