Frame Rate

When you work as a small business owner you are forced to wear many hats. Not only am I responsible for coming up with creative solutions for clients, writing scripts, directing, and editing, but I am also in charge of business development. I have to get out there and network, make calls, send out emails — all in an effort to attract new clients. There is a plethora of information out there from sales experts on how to attract new business. Some of it might work for you; some of it might not. However, one thing I have learned through experience is to keep a detailed contact list.

When I have a qualified lead I immediately put that person in my contact list. I use Outlook for this, but you might have another method. Not only do I insert all the pertinent contact info, I also keep a record of how we met and an up-to-date log of the times that we have spoken. Believe me, when you have built up an extensive database of networking acquaintances you will quickly forget the small details unless you write them down. I might also make note of certain personal things he/she has mentioned. For example, one time a particular lead mentioned that he was going in for minor surgery and wouldn’t be able to meet with me for a few weeks. I made a note of that in my log, so that the next time we spoke I could ask him about it and wish him well in his recovery. This shows a potential client that you are listening and that you care.

I also take the time every 4-6 months (on the average) to go back through my entire contact list and touch base with those I haven’t spoken to in a while. This is where it becomes vitally important to keep up with how many times you have contacted a potential client. The worst thing you can possibly do is constantly bombbard a lead. It will scare away your business, because you come across needy and desperate. When I make a follow-up call or write an email, I never push for a sale. I might mention how I have an updated demo reel available and how I would love to send them a copy. I might ask them about a personal matter they previously revealed to me. I might invite them to read my blog, or subscribe to my e-newsletter. I might just say, “Hey, it was good seeing you again at last night’s chamber of commerce event.” The idea is to keep your name in front of them.

However, you need to evaluate your contact list. Filter out those dead-end leads and concentrate on those with some promise. I don’t care how many times you call or email, some contacts simply won’t buy. If I ever have a contact who mentions that they are considering using video for their business, I make a note of it. Chances are, if they’re thinking about it, then one day they will pursue it. Maybe not today, maybe not tomorrow, but someday. And when they do get the greenlight, I want my name to be the first they think of. Currently I am on the verge of signing a contract with a lead I established a little over three years ago. At one point I didn’t speak with him for 16 months, but I knew that since he expressed an intial interest, then sooner or later he would need my services.

The name of this game is persistence, but it takes patience, diligence, and a courteous and gracious attitude toward all those you meet.