Introducing Yourself as a Freelance Writer Without Sounding Like a Smarmy Salesman

In the mid-90′s I worked in the same building that housed the executive offices of the now defunct Fashion Cafe. It wasn’t uncommon for a day to go by without sharing an elevator with a tall, leggy supermodel. One day as Naomi Campbell got on my elevator, a person in the back approached her for an autograph. She rolled her eyes and grudgingly obliged. As she exited the elevator she said to the person next to her, “This is why I hate elevators.” I’m sure not every supermodel has that same experience but to me it’s a good lesson. People don’t like their personal space invaded.

May I please have a show of hands?

How many of you enjoy being stopped during your regular routine because someone wants to give a sales pitch? You hate it right? You know when you make an appointment with a Realtor or car salesman, you’re to expect a sales talk. If you’re blindsided by someone trying to sell you something, it’s usually not a positive experience. However, if you make an appointment to speak with a potential client, he’ll also expect a pitch from you. On the whole, he doesn’t want it when he’s not expecting it. There’s a time and a place for a pitch, always consider if you’re choosing the best opportunity.

The uninvited

Honestly, I don’t think I can name anyone who wants to receive an uninvited sales pitch. I’m all for knowing what to say when you’re in a situation to talk with a potential client, but it’s best  to make sure the person on the receiving end wants to catch your pitch first.

Your first impression is the most important

One of the problems I have with pitches and cornering people in elevators is the smarmyness of it all. I get why people do it, but it’s not something I want to happen to me. Over the past few years I’ve learned that (for me, at least) a personal touch works better than an “in your face” salesman-y type approach. Sometimes selling yourself is less about being loud or aggressive and more about getting a message across while making a positive impression.

There are several different types of occasions when I’ve been in a position to talk face to face with potential clients, not once has it been in an elevator or on the street. Usually it’s at networking events, conferences, dinners and cocktail hours set up for small business owners.

This may not be your cup of tea, but I sort of prefer relationship marketing over traditional selling. Each has their place and each can produce results. For me, the personal approach works better, probably because I’m not an aggressive person and I’m not a good salesperson. If you’re not comfortable selling, it shows.

Talk, Don’t Pitch

I’ve been in many situations where I met potential clients and collaborators. In each situation a sales pitch wasn’t necessary. Instead, I struck up a conversation with the other person and gauged his needs and interests. Usually as we chat, I can tell if he’s potential client material. Perhaps I’ll ask questions and maybe I’ll even make a suggestion or share an idea. I don’t ever give him the impression that I’ve cornered him to give a sales pitch, nor do I even offer a pitch at all. I simply talk, listen and attempt to build a relationship.

Reveal

I don’t generally tell the other party what I do off the bat. We talk for a bit. After we have a conversation I say, “I’m a freelancer writer” (or blogger or social media consultant) and I have some thoughts about your situation. Are you open to continuing this conversation during business hours?” In most cases they are. Sometimes they want to talk then and there, other times they’ll request my information, give me theirs and ask me to call.

Ask

Instead of being pushy, I ask. I ask a potential client if he hires freelance writers and if so, I ask if I can take his business card and give him mine. I ask when the best time to call is or who is the best person to speak with. I know a lot of experts and coaches who don’t agree with me, but the fact remains: people simply don’t like it  when you get in their face. If I ask a client if we can discuss business rather than giving a big Crazy Eddie type pitch about how he needs to hire me now, I wonder which way makes a more positive impression.

It’s All in the Delivery

As freelancers we absolutely have to sell ourselves to get the good gigs. However, that doesn’t mean we have to act like sales people. The next time you get on an elevator with a potential client, switch places. If you were in that person’s spot, would you want to receive a sales pitch? What’s a better way to stand out in his mind? Say “hello” and take it from there. For me, positive experiences always weigh better in a potential client’s mind than a pushy sales tactic.

How do you present yourself to your clients? What strategy offers the highest success rate? Do you hire freelance writers? What approach works best for you?