Ill be the first to admit that I am spoiled in this business. For the last many years Ive sat around waiting for people to call me for work. The pattern develops like this
When Im busy I am afraid to call, because I dont think I can handle any more work. When the work isnt exactly flowing in I dont want to call, because I think I will sound desperate to my clients. But theres a bit of trouble with this philosophy. It only ensures that I dont communicate with the people who hire me.
Let me acknowledge that we are an industry of specialists. We didnt get into this business to be salespeople, or conduct marketing campaigns (at least for ourselves). We are very quick to get complacent with our existing clients and develop an unfounded belief that they will always have work for us and will always call us. I want to believe this, but that would be lying to myself!
Fact is we are in a very fluid business.
Production companies come and go, people move around, client needs are always being dictated by new marketing trends. All of this is coupled with a very robust stream of new people entering the workforce every day who dont care how they achieve the their goal in achieving market share. That makes it even more important for us as the professional media people we are to stay in communication not just with our existing base but also to reach out to potential new clients.
Think of what the people that hire you have to do.
In my case that means production companies (that hire me). First, they must call their potential clients and offer their services. Then develop a level of personal trust with the people they deal with at that company. Staying in contact with those people ensures that they are in the loop concerning upcoming new projects. They are also positioned to advise their clients when need be on projects they are considering. All the time they are building trust and LETTING THE CLIENT KNOW THEY WANT THEIR BUSINESS!
Let me ask you this
When is the last time you called an existing client to tell them directly that you appreciate their business? You should.
And consider these questions
If you lost two of your clients to other people, how would it affect your income?
If your main contact left the production company, would you be entrenched enough in that company to retain its business?
Would the person who left hire you over the people they already hire at the new company they went to?
Do you think the new people entering the workforce are not going to call your clients and offer their services?
In my business as a grip and lighting provider, I am requested to provide crew with my rentals. If one of my regular crew members has just called or texted me looking for work they stand a very good chance of being the next person I will hire.
If I have to wait for a call back from someone the clock ticks by very slowly. I need to hear back about that persons availability pronto. (Or as close to pronto possible.) I will do whatever it takes to staff the job quickly, because that takes one more thing off my plate in servicing the job.
For that reason I encourage the guys I work with to stay in contact with me at least once a week and let me know their schedules. That alone gets them more work. The people I have to wait for go to the bottom of the list. (In this case, if your phones not ringing, its me.)
The last thing I will say is obvious. It is much easier to retain a client than find a new client. So why not nurture the existing relationships? Might be a good time to call and say howdy!
Do you want to MAKE THE CALL or WAIT FOR THE CALL
Ill be the first to admit that I am spoiled in this business. For the last many years Ive sat around waiting for people to call me for work. The pattern develops like this When Im busy I am afraid to call, because I dont think I can handle any more work. When the work isnt exactly flowing in I dont want to call, because I think I will sound desperate to my clients. But theres a bit of trouble with this philosophy. It only ensures that I dont communicate with the people who hire me. Let me acknowledge that we are an industry of specialists. We didnt get into this business to be salespeople, or conduct marketing campaigns (at least for ourselves). We are very quick to get complacent with our existing clients and develop an unfounded belief that they will always have work for us and will always call us. I want to believe this, but that would be lying to myself! Fact is we are in a very fluid business. Production companies come and go, people move around, client needs are always being dictated by new marketing trends. All of this is coupled with a very robust stream of new people entering the workforce every day who dont care how they achieve the their goal in achieving market share. That makes it even more important for us as the professional media people we are to stay in communication not just with our existing base but also to reach out to potential new clients. Think of what the people that hire you have to do. In my case that means production companies (that hire me). First, they must call their potential clients and offer their services. Then develop a level of personal trust with the people they deal with at that company. Staying in contact with those people ensures that they are in the loop concerning upcoming new projects. They are also positioned to advise their clients when need be on projects they are considering. All the time they are building trust and LETTING THE CLIENT KNOW THEY WANT THEIR BUSINESS! Let me ask you this When is the last time you called an existing client to tell them directly that you appreciate their business? You should. And consider these questions If you lost two of your clients to other people, how would it affect your income? If your main contact left the production company, would you be entrenched enough in that company to retain its business? Would the person who left hire you over the people they already hire at the new company they went to? Do you think the new people entering the workforce are not going to call your clients and offer their services? In my business as a grip and lighting provider, I am requested to provide crew with my rentals. If one of my regular crew members has just called or texted me looking for work they stand a very good chance of being the next person I will hire. If I have to wait for a call back from someone the clock ticks by very slowly. I need to hear back about that persons availability pronto. (Or as close to pronto possible.) I will do whatever it takes to staff the job quickly, because that takes one more thing off my plate in servicing the job. For that reason I encourage the guys I work with to stay in contact with me at least once a week and let me know their schedules. That alone gets them more work. The people I have to wait for go to the bottom of the list. (In this case, if your phones not ringing, its me.) The last thing I will say is obvious. It is much easier to retain a client than find a new client. So why not nurture the existing relationships? Might be a good time to call and say howdy! Do you want to MAKE THE CALL or WAIT FOR THE CALL