Dialing for Dollars: How to Get All the Clients You Want Without Spending a Bundle

If you're one of those fortunate web developers who has all the business he can handle, you need read no further - this article is not for you!

But if you would like to generate more business, here's a sure-fire, low cost way to drum up lots of customers. In traditional marketing jargon it's called cold calling, and it's the marketing equivalent of spear fishing, as opposed to pole angling.

Many fishermen like to set out their poles, sit back, and wait for fish to bite. More diligent ones will chum the water with bits of bait, to attract fish to their hooks. This is a very restful way to spend your day off, and once in a while, you might even catch a fish!

But if you really want and need fish, the best way to get them is to go after them! Put your snorkel gear on, grab your spear, jump in the water, and go get them! In this way, rather than waiting for the vagaries of fate to send fish your way, you're taking a pro-active role in the process.

There are several advantages to fishing in this way:

• You'll catch a lot more fish! You can find them where they live and bring them home.
• You get to pick the fish you want - nice, plump ones that are good to eat - rather than just taking whatever bites!
• You get to decide when you want these fish - today, next week, whenever you're hungry!

When it comes to fishing for customers, here are the three guiding principles:

1. Do your Homework
2. Follow Up
3. Be Persistent

1. Do Your Homework

The main factor in your cold calling success is that you call the right people. The best prospects for you are businesses that either have no web site, or a very bad, or non-functioning one. Doing your homework means finding these businesses in your chosen market area, and being prepared to receive them when they come to your site.

A good place to start your hunt is in your local yellow pages, coupled with your favorite search engine (I like Google). In this part of your hunt, as in all the others, keeping good records and working in an efficient manner is key to your success.

Start at the beginning of the yellow pages, and mark all the businesses you've checked as you go along, so you don't wind up hitting up the same places twice.

When you find a business you would like to represent which doesn't advertise their web address, go to Google and search for their name. If you don't find a site for them, it doesn't necessarily mean they don't have one, but it's a good indication that they're worth calling. If you do find a site for them but it's very bad, or malfunctioning, this is an even better sign for you.

Make a list of all your prospects, with contact names if you can get them, make notes on what's wrong with their sites, if applicable, and make sure your own site is ready for visitors: All links working, your portfolio page looking good, etc.

Now you're ready for the fun part! With your list in front of you, call the first business on the list. First ask for the owner, or if he's not available, the manager. If you already know his name, so much the better! If not, write it down at this point - this is very important! Then ask him if the company has a web site (unless, of course, you already know they have a bad one!) If they do, get the URL, so you can check it out - it may still be worth pursuing. If they don't, go into your sales talk.

If they have a bad or non-functioning site, you want to tactfully point out its short-comings, and explain what you can do to rectify them.

Basically, your goal for this call is to get the client to allow you to give him a free consultation, where you will determine their needs, and give them a quote. If they're not ready to go that far, then you want them to agree to have you send them an email with your marketing story, and a link to your site, with the understanding that you will call them in a few days to discuss the situation.

2. Follow Up

If the first step was successful, you now either have an appointment to see your prospect, which definitely gets your foot in the door, or are now able to send him or her an email where you get a good chance to present your case. If you're sending an email, make sure to mention that you will be calling in a few days to answer any questions. Remember, you need to take all the initiative - your prospective client is busy running his business, and if you leave it up to him, you will be put on the back burner until you fall off the stove!

If you haven't closed the deal during your free consultation, again, make sure you let them know you will be calling in a few days to check up on them and answer any questions. If you sent an email, call him in about a week, and see if he has any questions - at this point see if he's ready for his free consultation.

3. Be Persistent

Keep in mind that this technique will require many contacts before you close the deal - sometimes you will talk to the prospective client eight or ten times before he's ready to do business. This is why it is so important for you to remember his name, get back to him when you say you will, answer all his questions, and in general, demonstrate that you're a reliable, friendly, competent person whom he can trust to handle his web site.

Most likely it will not be until he feels comfortable with you that he will close the deal. Be prepared for an extended phone and email relationship, do your part promptly, and you'll be amazed with how well the process works.

Opportunities are Everywhere

Once this system has worked for you, you will grow in confidence, and will see opportunities everywhere. Anytime I see a bad, ugly, unclear, or non-functioning site, there's another prospect. And with all the time we developers spend on the web, new clients are around every corner. Happy fishing!