Self employed and working out of your house? Having trouble finding time to market your skills or services to the outside world while struggling to complete your current projects on time?

Start on the road to a more successful business by making more use of your technological window to the world, the telephone line. While the telephone and fax machine will never totally replace the face to face cold call, if used effectively they can open doors for you.

The first step to marketing your business by using the telephone and fax is to make sure you clearly understand the product or services that you are able to provide. Know your strengths, know your limitations. Equally as important as knowing your own business is knowing your potential client, i.e. how large is the company, what do they require, and who makes the decisions?

Script Your Presentation

Before making a cold call telephone call, script a sales presentation that covers the key information about your business. Rehearse it and revise it. When contacting potential or prospective clients, use this script as a guide to ensure that your message is consistent and covers all of the important points. This prepared script will also be handy as a focus when the cold call is incoming.

It is important to avoid falling into a telephone malaise. Place a mirror in front of you when you are practicing your telephone script. Look at yourself as you talk...are you expressionless or are you as animated as you would be in a face to face conversation? Using the same expressions you would use when talking face to face will give a distinguishable personality to your voice.

Making the Call

Introduce yourself and your business. Put the person at ease by acknowledging you have never met before. Perhaps you have been referred to this person by an associate. If so, indicate the referral. Time is precious to all so make sure you tell the potential client that you will only take a few minutes to introduce yourself and your business.

If the person is busy, ask when it would be convenient for you to call back. If you are asked to call back at a certain time or on a certain day, make sure you record this information in your agenda and be sure to follow up.

Focus Your Presentation

Too much information will overwhelm a prospective client. After briefly outlining the products or services you can provide, ask the prospective client if he or she has any questions.

Take notes of your conversation and place them in your follow-up file. During your next contact, this information will help you establish a bond between you and the future client.

Follow Up With Printed Information

To maintain contact with the prospective client, ask if you may follow up with a letter or brochure which explains your business in greater detail. Not only does this mailer allow you to display your product or service, but it provides a reason for another telephone contact. In all, with the follow up to your mailer, you should be contacting the prospective client more than once.

Fax Information If Requested

Sending faxes to market your product or service can be effective, but do it carefully. Over the last few years, the proliferation of fax marketing has made it "junk-mail", something to be tossed in the waste basket. Fax information to a business only if it is "follow-up" information agreed to by the party on your initial marketing call. Be sure to give the prospective client sufficient time to read your presentation, whether it is sent by mail or fax, before you follow up with a telephone call.

Keep All Communications Professional

To enhance your image in the business community, follow these guidelines:

• Send all faxes and letters on professionally produced stationery.
• Create an image of stability with consistent styles and letterhead on faxes, business cards, speedy memos, and promotional materials.
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  Limit communications, especially faxes, to a maximum of two pages.
  Install a separate business line in your home. Do not permit family members to use the business telephone for personal calls.
  
• Instruct family members on how you wish the telephone to be answered. Place the name of the business, your address and telephone number near the telephone.
• Ensure your family members are well versed in the appropriate method of taking messages and the necessity for accurate recording of time, date, caller and the message. Do not allow young children to answer this line.
  
• Install a quality answering service or use an automated voice mail service.
  
• If budget limitations restrict your having a dedicated fax line, consider purchasing a fax switch that will permit a caller to either send a fax or leave a message.
  
• Make it a policy to follow up on telephone messages within one business day whenever possible.
  

Working out of your home is a fast growing alternative to the traditional workplace away from home.

Logan Katz LLP would be happy to discuss these issues with you in greater detail should you so desire.

The above provides general information only. It should not be regarded or relied upon as accounting or taxation advice or opinions. Logan Katz LLP Chartered Accountants would be pleased to provide more information or specific advice on matters of interest to you.

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