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Topic: Pitching... Yourself!
| Author | Message |
| SleepyHead | Posted – 3/13/2007 2:26:22 PM | show profile I have always found work on referals and very rarely have I had to actually go out and look for clients. I have been extremely lucky. But I am at a point now where the refs I am getting are not all that great, and I turn down more work than I take because these refs are just not that interesting. I think I may need to start pitching myself. And the thought of that leaves me completely cold. I am trying to spend a few hours a week compiling a "wish list" of clients. The next step is spending a few hours a week trying to contact them. But I the thought of actually doing this part has me completely freaked out. I am trying to psych myself up--afterall, the worst they can say is "no." But even as I type this, I am getting stressed out at the thought of having to do this. So, are there any helpful books, seminars, etc etc that help people get over this hump? Any ideas/thoughts/tricks that may help? I always find it so ironic that I can pick up the phone and call the NYTimes about a client with no problem, but when it comes to pitching myself, I just cannot seem to do it. And, btw, I did not get that corp job I was up for a few weeks ago. Which is making this new client search all the more important to me, both to keep me motived and to help bring in more $$. |
| Cyrus | Posted – 3/13/2007 4:29:33 PM | show profile Try reading some books on networking. IMO, that's the most effective road to take. I've heard many say they do telemarketing, but I don't think many people in my spheres would buy a 4-figure monthly service from someone who pitched them over the phone. I *HAVE* however found a lot of success through networking; the key is getting yourself in front of the right people, not just the most people. As a related topic, hone and practice an "elevator" speech. When you do get out and meet people who might be good clients, you need to be able to tell them in 30 seconds or so what you do in a clear, concise and interesting manner. ------ Cyrus Afzali Astoria Communications www.astoriacomm.com |
| writesonwater | Posted – 3/14/2007 12:51:53 AM | show profile | email poster I think many people get to the point where current networking channels are stale. Marketing (even yourself!) requires freshening up. I'd look for a couple choice books on marketing (I like learning from books) and think out some new networking pathways, like Cyrus says. And if you can do it, I'd get objective. Treat yourself like a client -- what would you tell you to do, if you were your client? I've done that a bit, and found myself doing a few things I might previously dismissed as shameless self-promotion. I say, the shoemaker's kids must have shoes, too. |
| SleepyHead | Posted – 3/14/2007 11:15:17 AM | show profile This is great advice--thanks... I always feel like when I am networking, I am not selling myself properly... I also do not go for the hard sell--there is nothing I hate more than pr folks who blow a lot of hot air and promise tons of press that is just not going to happen. But it seems like those are the ones that get the work--they tell the client what they want to hear, not what is realistic... And I do feel like old networking channels are pretty worn out. Do you guys have any books you would recommend? There are so many books out there--and most are crap--it would be great if anyone read titles that they felt were actually useful. |
| df | Posted – 3/14/2007 3:26:50 PM | show profile Hi, very interesting...I hear you sleepy. I have a very a hard time selling myself. I have read several books, which came highly recommended and though I like learning from books, I did not find it helpful. It wasn't anything I am not already doing, such as web site, material etc. Telemarketing is out of the question, I totally agree with Cyrus. so far in my 7 years in business referrals have been the only thing which has worked. But there are only so many people I know and who are recommending myself. Networking is where I struggle. How are you, who successfully acquire clients via networking do it? What kind of events do you go to? I have gone to chambers of commerce, professional associations, trade show get-togethers. All with no luck. Either there are other people fishing or the people there are by no means in the position to hire on the corporate level I need to make it worth while. Any success tips or input to learn from would be appreciated. |
| SleepyHead | Posted – 3/15/2007 9:50:01 AM | show profile The industry in which I have the most experience and contacts and very very small and insular. There are probably about 20 PR firms that rep it specificially--and out of those maybe 7 or 8 of those agencies have good reputations. Out of those, there are about 3 or 4 that generally get all the major, high paying work. There are industry events, but I have also found that, as a general rule, the ones in the position to hire are not at those events. And if they do show up to an event, it is an awards show, and they are probably up for an award, thereby they are most likely extremely happy with their representation at that point. Not the best time to approach! Plus since the industry is so small, there is sort of an unwritten rule that you do not go after each other's clients. If the client begins searching for new representation, that's one thing, but to approach that client unsolicited is rarely done. We all know each other, and word certainly gets around. I work in another related area where I have a good amt. of experience but a tiny tiny client base. That's the base I would love to bulk up. But, not sure how to do that. And the Chamber of Commerce, trade shows, etc would not be helpful. |
| df | Posted – 3/15/2007 10:34:40 AM | show profile | email poster Hi sleepyhead, i have enabled my e-mail, if you want you can e-mail me off the board. would love to exchange experiences. work in a very narrow nitsch myself and experienced the same thing. |
| Cyrus | Posted – 3/15/2007 11:26:23 AM | show profile SH, I certainly admire and encourage high ethics, but I believe an unwritten rule that one firm doesn't go after another firm's clients is simply bad for business. It's done all the time, which is one of the reason client retention in PR is so low. But business is business and no one should hamstring their business to the point that it keeps one from competing. The only time I never go after another company's business is if we have a subcontracting relationship. In that case, I don't think it's very ethical to do that since the firm gave me the business. But if a client for whom I subcontracted contacted me unsolicitedly and wanted to give me their business, I'd certainly take a look at it and wouldn't automatically preclude myself from taking it. Lastly, obviously I'm not encouraging you to violate any existing legal agreements that might be in place, such as noncompetes that might have been signed with a previous agency you worked with, etc. I would never say that's a good thing to do, even though those clauses may or may not be enforceable in the end. It's just not worth the hassle and reputation damage. ------ Cyrus Afzali Astoria Communications www.astoriacomm.com |
| valentine | Posted – 3/16/2007 3:23:05 PM | show profile Networking Channels? I truly think that the word 'networking' lends itself to such negative connotations. If networking (by my definition) is simply telling people you meet under ANY circumstances what you can do to help them or someone they might know--then the only way your networking channels could dry up is if you stop meeting people or contacting people you already know. My much-referred fave book on networking is Never Eat Alone by Keith Ferrazzi. Sleepyhead, you say the thought of pitching yourself leaves you cold--which is the problem. People (me included, that's why I'm so knowledgeable!) limit themselves and cut themselves off from potential leads and contacts. You tell yourself "I'll look pushy. Other people will think I'm trying to steal clients and being cutthroat. People will snub me." That's fine to say if you DON'T want new leads and contacts. But if you do, you must be willing to look silly, cutthroat, pushy to a few to chance connecting with the others who will see you as a go-getter, goal driven and willing to risk looking uncool as long as it nets you benefits. Hope this helps! |
| WritingSoul | Posted – 3/16/2007 8:02:26 PM | show profile How do you even end up finding clients that do not already have PR representation? How do you know who to approach? I too come from the boat of referrals and never had to look, but I do now if I want to expend. |
| maphop | Posted – 3/17/2007 10:52:17 AM | show profile I'm curious about why a couple of you have expressed concern about pitching a potential client who already has PR representation; why WOULDN'T you pitch them, albeit subtly with something like "I'm so impressed with what you've done with your company (project, program, product) that I know my firm could have a lot of fun working with you to take it another notch up. I think I've heard that you're working with someone but if that changes, I'd love a chance to talk to you about what we could do that might be a little different." Quite often folks are working with someone but only so-so with the results they're seeing or simply haven't taken the initiative to start a conversation with someone else. Give them that opportunity. You're not stealing someone's spouse, you're pitching your skill set! |
