Stand Up 8 Times Blog ~ Diana Schneidman

I’ve been puzzling over a fundamental issue for months—or truly, years now—and I’d like your input: Should I call “cold calling” by some other term? I use the term to label the activity of phoning the people most likely to become clients of my freelance and consulting services. I’m totally comfortable with the term but maybe another name would be more appealing to readers.

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Some freelancers and consultants claim to be so afraid of rejection that they can’t phone potential clients and ask for an assignment. However, if you don’t ask for the sale, the answer is always NO. And even if you ask, the answer is not always YES.

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In freelancing and consulting, it’s not the cold calling for assignments that’s scary. It’s what happens after prospects engage in conversation with us. And it’s what happens as we undertake the freelancing or consulting assignment itself.

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The best reason to phone possible freelance and consulting clients (also called “cold calling” if you do not yet have a relationship with them) is to find out if they use freelancers or consultants to provide the services you offer. Then there’s the not-so-great reasons.

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Many marketing coaches who work with freelancers, consultants and other solo entrepreneurs pontificate on the evils of cold calling. They set up cold calling for assignments as the most dreadful activity in the world as a straw man to make the alternative they teach—often emailing, magnetic websites / blogs or social networking—seem like a breeze in comparison. But there is an effective, pleasurable way to do cold calling.

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