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Selling yourself and your services is one of the most
difficult aspects of going out on your own. Marketing
yourself and getting the word out about your services
is critical if you are going to succeed. All self-employed
people must do sales, at least initially. There is no
getting around it.
Networking
Call, call, call. Calling someone for advice and/or to
share information frequently leads to referrals and additional
contacts. It’s important to let people know what
you are doing. Even if you don’t like the idea of
picking up the phone and “cold calling” someone
you don’t know, do it anyway. If you don’t
know what to say, write a script based on what I used:
“Hi
Mike. This is Karen. How are thing going with your job?
The reason I’m calling is to let you know that I
have started my own business offering certified GPS training.
Do you have any clients who need my services?”
Take
it from me, it gets easier with practice.
Make
contacts within your industry. Find professional organizations
in your field, and make an effort to attend and be seen.
Volunteering for a leadership position will increase your
visibility and exposure. Once you start going on a regular
basis, you’ll build rapport with other members through
regular and periodic contact.
Attend
association meetings, trade shows, and conferences in
and outside your industry. People go to trade shows because
they are looking for new ideas and solutions to their
business needs. This is a perfect opportunity to sell
what you do.
Renting
a booth is an expensive option. Instead, submit an abstract
and make a presentation at the conference as an attendee.
When you register for the show, you will be given a badge
with a “Presenter” or “Speaker”
ribbon for your nametag. This is a great conversation
starter when meeting new contacts at the conference.
Be Likeable
To state the obvious, it helps to be likeable when selling
yourself. Be pleasant, approachable, flexible, optimistic,
and genuinely concerned with other people’s well-being.
Try to make others feel comfortable.
One
way to make others comfortable is to use a little humor.
Don’t criticize other people, and keep your problems
and sad stories to yourself. Nothing turns people off
faster than unloading your personal problems on them.
These stories don’t belong in a professional atmosphere.
Make yourself be the kind of person that people want
to do business with.
Diversify
Your Services, Skills, and Clients
Financial planners advise their clients to “diversify
their portfolio.” My version of this advice is “diversify
your client base.” Take clients from different industries.
When you’re self-employed, job security comes from
having many clients.
In
the same vein, it is also important to diversify your
contacts within an organization. What will happen if your
primary contact within an organization leaves or is laid
off during a reorganization? Will your contract still
be valid? Do you know someone else you can call?
Close
the Sale
When you talk to potential clients, get in the habit of
asking for the business. This is a skill many women do
not do. Follow this formula. Ask your client, “What
do you need?” Then tell them how your services can
satisfy those needs: “I can help you by providing
services A, B, and C.” (Mirror what they told you.)
Then tell them you want the job, and ask, “When
can we start?”
Establish Credibility
Credibility is one of those intangible qualities that
you can’t buy, but it can make or break you. The
same qualities that make you likeable make you credible.
If you want to be likeable, do not criticize or badmouth
other people. Gossiping or saying anything negative about
anybody else can backfire and have the boomerang effect
of damaging your own credibility.
Another
basic rule is to be careful with your appearance and posture.
The concept of face validity
is the belief that if it looks good, it is
good.
If
you’re just starting out, consider giving presentations
or seminars at professional conferences and trade shows.
Not only will this expose you and your skills to a broad
audience, but it will also position you as an expert in
your field.
You
can also establish credibility by obtaining a certification
in your field (e.g. MicrosoftÒ Certified Systems
Engineer, or Certified Project Management Professional,
etc.). These certifications can be listed on your business
card. Because you must be qualified to attain them, certifications
provide instant credibility to potential customers.
Another
way you can earn credibility is to offer to do free work
for clients with a well known name and a good reputation.
These clients can then be listed on your resume as references.
Be
Cost Competitive
Be competitive by scouting out your competitors’
rates. You can find information online, or better yet,
if you know people in your field, ask them what they charge.
If your client has a lot of work for you to do (i.e.,
40 hours per week or more), offer them a volume discount
on your rate. The bottom line is to provide outstanding
service for a reasonable fee, which keeps both you and
your clients happy.
Getting
Paid
Are you prepared to deal with clients who don’t
pay you what you’re owed? As a business owner, one
of your top priorities should be getting paid for your
services. This is a reality of being in business for yourself:
You have to collect your own payment by submitting a bill
to your clients.
“People
are funny about money” is a universal truth, no
matter what business you are in. Believe it or not, but
some of your clients may not want to pay you, even after
you have satisfactorily completed the work. Generally
speaking, if you do business with large, reputable corporations,
and/or government agencies, they will pay you. It may
take 30, 60, or even 90 days to receive payment, but eventually
you will get paid.
I
always make sure I have a signed contract, letter of agreement,
or purchase order as a backup, in case there is ever a
dispute.
One
way to get paid immediately is to accept credit cards.
When you take a credit card, the entire amount is immediately
deposited into your account, and you pay a fee to the
bank (usually a percentage of the sale) for the transaction.
Today, even government agencies commonly pay with a credit
card, rather than issuing a check, so it is a good idea
to investigate this option.
In
summary, put these tips to work: get your name out there,
be likeable, establish your credibility, provide good
value, diversify your services and clients, and get paid.
Follow these tips and you’ll enjoy being self-employed!
Karen
Steede Terry is the author of Full-Time Woman,
Part-Time Career, CMS Press, and was featured on
Dr. Laura. As an independent consultant and a new mom,
Karen is happy that her business model allows her the
freedom and flexibility to work part time. For more information,
see www.fulltimewoman.com.
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Self-Employment:
Selling Yourself