eBook Review: Freelancer’s Guide to Finding Clients

Whether a freelancer is going through a slump or just looking to diversify their client base, finding new clients is an ongoing process.

Martha Retallick’s recent eBook the Freelancer’s Guide to Finding Clients is here you help you get proactive in finding clients rather than waiting for them to come to you.

What’s it about?

The eBook could probably be called the Freelancer’s Guide to Cold Calling as it focuses almost primarily on this. Whether it is cold-calling or cold-emailing, Martha dispenses advice on how she does it and her experiences.

In the following pages, I’m going to show you an outreach system that consists of processes, templates, software, and scripts that you can use as-is. Or you can use my system as the basis for creating your own. It’s up to you.

The eBook covers topics like how to make the initial contact and how to keep in touch with follow-up outreach programs that will hopefully turn a hot prospect into a long-term client.

Cold-calling = Kill me now

For most freelancers, myself included, cold-calling holds as much appeal as a being hit in the face with a bag of door knobs. It’s probably the last thing in the world we want to do with our time.

We reason that cold-calling has a high annoyance level and a low return. And after all, won’t it make us look desperate and slimy?

So why does Martha propose that cold-calling should be a part of every freelancers marketing efforts?

The simple truth is that you’re a smart, talented freelancer. And more people need to know just how good you are. One of the easiest and fastest ways to tell them is to pick up the phone and start introducing yourself.

Chances are – no matter how good your marketing is – there are plenty of businesses in your area that have no idea who you are. And like it or not, calling them on the phone is an effective way to introduce yourself.

The problem is, when it comes to cold-calling, it’s hard to do it well and even harder to make it enjoyable.

Getting real with your expectations

Martha speaks from experience and is realistic with her expectations when it comes to cold calling. She knows ahead of time that the majority of people are going to say no. Some will say it nicely whereas a small number may even be downright rude.

Matter of fact, there are days when I look at my phone and say, “It’s time to get some ‘No’s.’” And I’ll set a “No” quota and keep calling until I reach it.

Throughout her cold calling career she has tracked her success rate at about 3%. That means that after 100 calls she may only have 3 decent prospects. At first that may seem pretty low, but compared to an average direct mail success rate that hovers at about 0.2%, that’s not bad.

It’s is a numbers game. So, accept the fact that you’re going to be making a lot of calls.

Back when I launched by Web Design business I decided to do some cold-calling to drum up some clients. I made a list of about 20 businesses I wanted to call and picked up the phone.

I did about ten calls and have never tried cold-calling again.

In retrospect – and according to Martha’s advice – I should have never expected any interest in only ten calls. The reality was, it would have probably taken me about 100 calls to get a single prospect. For some that will feel like a lot of work for just one client. But you have to realize that one good client can be worth their weight in gold.

In my own business, cold calling has helped me find a much more interesting and better paying clientele than I’ve ever had before. So, if I can do it, you can too.

Conclusion

The eBook isn’t long, only 50 pages, but if you are having trouble getting over a cold-call phobia, it can certainly help.

Martha goes through her five-step process from how to plan for the call to putting it all into action. Included are scripts and email templates to work from as well as techniques to making the calls and how overcome nervousness.

The eBook retails at $24.95 and is available from the Western Sky Communications website.