Who’s Afraid of the Big, Bad Cold Call?
by Catherine Hodge.
Cold call – Telephoning or visiting a potential customer who is not expecting contact.
Who’s afraid of the big, bad cold call? If you just considered raising your hand and meekly answering “me,” I have some advice to help you get over the two biggest obstacles in every cold call – fear of rejection and nervousness.
Sterling Silver Tally Earrings by Catherine Hodge.
The first cold call I ever made was to a local gift shop. I spent hours getting my paperwork ready, days packaging my jewelry, and weeks waking up with night sweats before I actually stepped foot inside.
The ladies at the shop took the time to look at my work, oohed and aahed at all the right times, took my paperwork, and promised to call. As others have no doubt experienced, I never heard back. Two follow-up calls and one impromptu visit later, I finally accepted that I had been rejected.
Fear of rejection was the biggest thing keeping me from trying again. Every time that I thought of that gift shop experience, I felt like a failure.
I dissected every word that I had said, what I was wearing, and the jewelry that I presented. A time even came when I told my husband I was going to put all of my inventory in a box in the front yard with “$10” written on it.
When the disappointment disappeared, I considered what I could have done differently and how I could have avoided the nervousness and fear of rejection that were keeping me from trying again.
Deep Water patinated brass and sterling silver ring
by Catherine Hodge.
Adjustments in My Mindset and Approach
that Led to Success
- Represent your jewelry instead of letting your jewelry represent you.I now go into character every time that I approach a new sales outlet. I’m not at a stage where hiring a sales rep is feasible, so I become the sales rep.Removing the personal investment in the work you are presenting helps you to make business decisions and to hear other people’s comments as business decisions too.
- Remember that most “no’s” are said for business reasons, not as personal rejection.When a boutique says “no,” we often wonder what is “wrong” with us or our jewelry. We may assume that we were not likable or that our work is hideous. In most cases, a boutique says “no” because you will not meet a need of their business.Maybe you make beautiful pins out of vintage findings, but their clients prefer contemporary pendants. Perhaps jewelry in general is not selling well or they have enough jewelry in stock.
- Present yourself professionally.Dressing the part of a sales rep will improve your confidence. I never make initial contact in jeans or anything I could wear to the gym or running my kids to the grocery store. Have business cards or a brochure with photos prepared and always carry your work in clean packaging that is easy to present.
- Know your product.If you feel prepared to answer any questions asked, you will approach a cold call with greater confidence. Be ready to answer what makes you different or marketable. Know your target market and what draws them to your style.
- Approach the cold call as an opportunity to set up a future appointment rather than an on the spot presentation. A brief introduction is certainly less daunting than presenting your entire body of work. Also, most store owners do not appreciate when a designer or rep shows up at their door and expects them to drop whatever they are doing for the next half hour.Be ready to briefly introduce yourself and ask about the shop’s procedure for taking on new designers. Have a business card ready and follow any instructions that you are given. Of course, it is important to have a few pieces with you and an information sheet in case the shop owner would like to meet with you then.
While every cold call might make your heart beat a little faster or stronger, they do not need to be terrifying experiences. Best of luck to all of you in your jewelry endeavors!
Related tips: Overcoming Shyness in Selling Your Jewelry
Do you dream of selling your jewelry, but need to overcome shyness first? Here’s how I conquered my shyness and got my jewelry business going.
Author Catherine Hodge of Catherine Marissa Jewelry creates jewelry that is wearable, high quality, and fairly priced. She has had jewelry designs and tutorials published in national magazines, and intends to continue publishing new designs to inspire other craftsmen. Catherine plans to add more retail outlets to make her accessories available to a greater audience, and expand her studio to include a metalsmithing workshop.
