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 this one that I use:

“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 their business. This is a skill many women do not have. Follow this formula: Ask your client, “What do you need?” Then tell them how your services can satisfy those needs. Say, “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, 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., Certified Systems Engineer, or Certified Project Management Professional). 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, 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!

About the Author

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 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.