question
In a two-employee small firm, every line of business is vital. Cold-calling and poring through industry journals doesn't bring in new business and takes time away from existing clients. What's the best way to find new leads for creative services like commercial production?
Franco Ripple CateComm
answer:
One issue in a small organization, especially service providers, is that the skill set of the small staff doesn't include someone that excels in sales. This means cold calling can be overly time-consuming and emotionally draining for people who are more interested in doing the work than finding it.
"Poring through industry journals" may not generate leads, but it may provide insights that will help you better sell or target new business. Like many small business owners, you seem to want an easy way to generate business so you can do the work in which you excel. This creates a mind-set that finding leads "takes away from existing clients" – which may be true for a small firm, but it does not take away from the business. It's part of marketing.
A "best way to develop new leads" for any category of business really doesn't exist. It will always be dependent on the target, and likely a coordinated mix of well-placed promotional tactics based on a strategic marketing plan.
One efficient way to maximize your success quickly may be to contract with a salesperson highly experienced in a specific market. If creating television commercials seems like a good space for applying your craft, such a person can bring industry knowledge and credibility, sales expertise, and likely a network that includes many warm leads.
Such a contractor will cost you a healthy commission on the work sold, but none of your billable time will be spent prospecting. The independent salesperson gains a new revenue stream from a network cultivated over years of relationship building.
About the author
Mike Porter is director of the Master of Business Communication Program at the University of St. Thomas, Opus College of Business.
