How to use the telephone more effectively to get paying gigs, radio airplay and media coverage (III)

Continuing from last week’s article…

Take the blame when the person doesn’t understand

One thing you can count on is that there will be times when the contact on the other end of the line just doesn’t comprehend your vision for a paid gig, a write-up, etc. Obviously a bad move would be to condemn the person by barking, “Aren’t you getting any of this?” or “Maybe if I speak slower you’ll be able to keep up with me” (although you’ll often be tempted to say just that).

At times like this, it’s best to realise that the person might be distracted by something, is right in the middle of another project, or simply isn’t up on the musical style or topic you’re presenting. Remember, no one will be as interested in your music and career as much as you are.

Better approach: Be patient and offer positive remarks, such as:

1. “Would there be a better time for me to call you back to talk about how my new single ended up in a movie soundtrack?” Or…

2. “I’m sorry, I must not be clearly explaining how my band could bring an extra 100 people into your club next month.”

Note that both of these statements include a benefit to the contract, as well as a polite way to clarify your pitch.

Grab their attention

Sometimes your contact’s thoughts will wander. He or she simply won’t be hanging on every word that comes out of your mouth during a phone conversation. One way to bring them back is to use an attention-getting statement. Here are a few good ones to try:

1) “Fran, if you don’t remember anything else about this phone call, please remember this…”

2) “Jim, if I had to give you the number one reason to give this band airplay, it would be this…”

3) “Mary, I’ve never told anybody this before, but…”

4) “Joe, in addition to everything we’ve talked about, there’s one overriding reason we should be playing your nightclub on weekends…”

5) “You know, the best thing I could do for you right now is this…”

Warning: If you’re going to set someone up for a convincing, eye-opening revelation, make sure what you reveal packs a mean punch.

The final point-blank approach

There comes a time when you’ve done seemingly everything in your power to book the gig, make the appointment, get the airplay… and still your phone contact waffles around with vague reasons for not giving you what you want – without firmly saying he or she isn’t interested.

At this point, the direct approach is the best. Here are four last-resort techniques:

1) “Nancy, I respect your time, so just be straight with me. What has to happen for you to move forward with the article?”

2) “John, we already have this much invested in making this club date a reality, why not get out your calendar right now and schedule it?”

3) “I’ve given you everything you need to add this song into rotation. Can we please take the next step and make it happen?”

4) “Fred, I need your help. What will it take to get this done?”

Important note: Use these final approaches only after you’ve:

1. Supplied the contact with everything he or she has asked for

2. Made at least a few initial contacts

3. Been polite and professional throughout

4. Pitched a number of specific ideas to help get what you want

5. Kept the contact’s interests foremost in mind

Otherwise, the person on the other end of the phone will think you’re simply a pompous buffoon. And you wouldn’t want that to happen, would you?

Yes, there is an important place for the telephone in your music promotion efforts. Use the ideas in this chapter to reach the right people, start meaningful relationships, and get more of what you want in the music business.