Thread: Cold calling/emailing

Do you do it? There's not a lot of business around here for belly dance. So I want to drum up some. Especially with the conventions and big events. So...do you ever approach event coordinators and say, "Hey! I'm a belly dancer. Hire me!" And if so...how? ..c::

Ooooh! I would def be interested in hearing from someone who has been successful (or even semi successful) in this.

I own a BD studio, and also book dancers much as a talent agent would.
I've been approaching restaraunts, other than the usual ME, Greek, Turkish we see dancers at, with a mailer. I've gotten call backs from this (mostly from owners wanting a free night to "see" if this would work, or dance for tips kind of thing). But I have gotten a couple of meetings out of it - no bookings/gigs (from the mailer) yet though.

It's the economy -- as the establishments I have met with, while interested, have said that the extra money for entertainment just isn't there at the moment. But that they are definately intersed in offering this kind of entertainment in the future. I believe them, because things have been extremely slow at locations where we DO have dancers contracted at...


But if any of you out there could help others of us out by passing on your corporate/convention/etc booking tip & hints. Would be sooo helpful!

The general consensus from tribe is that cold calling/emailing doesn't work and that word of mouth is the best is the best advertising. But if you're just starting...how do you build word of mouth? And we don't have many restaurants around here who have belly dancing. There are two and it's on a once a month basis and they're already spoken for.

So...how did you get your first job?

Please be aware of major fines if you violate the do not call register.

Originally Posted by sweetie_1916

So...how did you get your first job?

I signed up with a singing telegram company to be a messenger, delivering bellygrams. It was fun! I worked with them until they went out of business a couple of years later. (The couple who owned it got divorced, and the business didn't survive the divorce.)

Originally Posted by sweetie_1916

The general consensus from tribe is that cold calling/emailing doesn't work and that word of mouth is the best is the best advertising.

Can you pass a link to that thread? I'd be curious to read.

As for me, I think "cold calling" is about the only way to break into a place without a scene. I was lucky -- the troupe I was in that had moderate success worked hard to develop our initial gig at a local coffeeshop, a gig we did pick up through word of mouth.
But we also worked hard to promote the hell out of it -- I worked up plans, and developed nice flyers that we pasted around the area, etc. From that experience, is that "word of mouth" works -- but it's not enough, and getting that first gig does take a lot of "cold calling" if you don't have it. and I think that frustration with callng 50 people and getting no response is what kills people, initially.

But you also need a plan of attack, and I see that missing from a number of these actions, when people tell me their attempts at "cold calling' fail. There's just a call to some places, not an attempt to get a listing of all the places that might be interested, or an attempt to develop a "best foot forward" -- how to call, what to say, how to get your promo materials to them to get in the door. This is what bands have to do, and I've read some excellent guides for people starting in bands that I think would apply well to dancers.
I'd consider things like "open mic" nights, or coffee shop gigs -- anything that can make you a little money, but get your business cards and promo pieces in front of people. If you have talent, and drive, I've seen that work -- but it does take time, and the money required to keep this process going, until it kicks. and it also, frankly, requires good stage talent -- not just dancing, but stagecraft, and the ability to pull an audience in.

Whoops..sorry, I thought you were trying to grow a teaching/studio business.

As an event organizer, I love it when people approach me to perform or teach at my workshops. There are so many great dancers out there and I can not possibly know them all. I also ask for nominations as well, in case someone knows someone who would be great. I think networking on here is good too. Ask people who are schedulers about how to approach them. It just might help you find the break you are looking for.

Originally Posted by asim1

Can you pass a link to that thread? I'd be curious to read.

Here it is: How-to - The Biz of Belly Dance - tribe.net

And I'm definately trying to get everything together before I start selling. There's nothing worse than saying "ummm" when someone asks for something...especially if you're trying to sell them on the idea. The coffee shops around here are quite small...although...I can think of one or two that would have adequate space and might be interested. My biggest thing is not stepping on the toes of the other dancers. We already had one of those here and I'm not gonna be the second.

Bellygrams...I've been wondering about those. I do mostly tribal fusion and I always see a bellygram as a dancer showing up with crazy energy, wowing everyone, then leaving. Is there any desire for a tribal fusion dancer in the bellygram world? I'm the only tribal fusion gal around here so it's not like there's a big scene. I've thought about doing caberet as well just because it seems easier to get into the business through caberet.

As you all can probably tell by now, I'm very confused and I think I keep talking myself into circles. I, by no mean, want to jump blindly into this. I've been doing a ton of research. And besides my goal of me performing, I'd really like to educate the general public around here about belly dancing. We're suppose to have a very culturally diverse city, and yet, there's hardly any dancing.

Well, if there's anyone still reading at this point, I want to thank you for listening to my rambling. ..g.:

Originally Posted by anala

Whoops..sorry, I thought you were trying to grow a teaching/studio business.

Oh no! There's nothing I hate more than sales calls at home ,m:: so I'm definately not gonna start calling people out of the phone book. I'm interested in the places that normally hire entertainment for their events.

So...you getta call long about dinner time...goes like this, Good evening sir or madame, has anyone in your family thought about belly dancing now or in the near future? No? Well, has anyone you know ever expressed an interest in Middle Eastern dance as exercise?

Originally Posted by anala

So...you getta call long about dinner time...goes like this, Good evening sir or madame, has anyone in your family thought about belly dancing now or in the near future? No? Well, has anyone you know ever expressed an interest in Middle Eastern dance as exercise?

lol Anala ..g.:
Not the impression you want to give off. word of mouth is the best way to wiggle into a job. Try the bellygram people....maybe they would like something a little different. You never know until you try. Good luck.
Do you go to workshops and conventions and the like and perform. I have found that is a great way to get my name out there in the community and it has opened a couple doors for me recently:)

My response below is rooted in my day-job business experience. I have a master's degree in business administration, and I have worked in sales and marketing in the high-tech industry since 1982. One of the workshop topics that I offer to the belly dance community is "Artistic Marketing", which is how to market yourself as a teacher or performer.

So please, take my comments below in the spirit of someone with a lot of sales and marketing experience who is trying to share that expertise with you. I'm going to say some things that may come across as harsh, but if you're serious about marketing yourself as a business then these are things you need to think about. Please, PLEASE don't think I'm attacking you - I'm actually trying to help!

I'd agree with you that tribal fusion isn't the greatest fit with bellygrams. Yes, when people book a bellygram, they're looking for something light-hearted that will generate lots of laughs, make the guest of honor the center of attention, make the party more fun, and leave them with a happy memory.

So, here's what I'd suggest. First, you need to make a decision. Are you going to stick solely with tribal fusion, or are you going to learn enough about other styles to make yourself more marketable? Either way is okay, it's just a matter of what you feel is right for you. As you consider options, I urge you to view yourself as a "product" and then figure out who is willing to pay money for the "product" you want to offer.

If you're thinking you want to expand your repertoire of dance styles as a step to making more job opportunities open to you, then your first step needs to be to quit thinking of everything that's not-tribal as "cabaret". It's a very meaningless term, actually, because all it really means is "not doing the same thing FatChance and Rachel Brice do". If you do decide you want to make yourself marketable to "not-tribal" markets, you need to learn what dance styles those not-tribal markets pay money for. There's a huge difference between the Egyptian-style dance that someone booking an Arab wedding would want and the American classic style of dance that people tend to want for bellygrams. Schools, museums, and libraries are likely to opt for folkloric, which is completely different as well.

You said you'd like to "educate the general public about belly dancing". That kind of gig is almost certainly going to require you to be capable of something other than tribal fusion - it will probably require some knowledge of folkloric dance and Egyptian style.

If you want to stick solely with tribal fusion, I'd suggest targeting industrial clubs and Goth clubs. I'd suggest contacting local bands who play these clubs to see whether any of them would be willing to list you as an extra-fee option that their clients can add in when booking them.

Originally Posted by *Shira*

My response below is rooted in my day-job business experience. I have a master's degree in business administration, and I have worked in sales and marketing in the high-tech industry since 1982. One of the workshop topics that I offer to the belly dance community is "Artistic Marketing", which is how to market yourself as a teacher or performer.

So please, take my comments below in the spirit of someone with a lot of sales and marketing experience who is trying to share that expertise with you. I'm going to say some things that may come across as harsh, but if you're serious about marketing yourself as a business then these are things you need to think about. Please, PLEASE don't think I'm attacking you - I'm actually trying to help!

I have to say, if this is being harsh, then you have to be the nicest person I know. ..g.:

Originally Posted by *Shira*

I'd agree with you that tribal fusion isn't the greatest fit with bellygrams. Yes, when people book a bellygram, they're looking for something light-hearted that will generate lots of laughs, make the guest of honor the center of attention, make the party more fun, and leave them with a happy memory.

That's pretty much what I was thinking.

Originally Posted by *Shira*

So, here's what I'd suggest. First, you need to make a decision. Are you going to stick solely with tribal fusion, or are you going to learn enough about other styles to make yourself more marketable? Either way is okay, it's just a matter of what you feel is right for you. As you consider options, I urge you to view yourself as a "product" and then figure out who is willing to pay money for the "product" you want to offer.

If you're thinking you want to expand your repertoire of dance styles as a step to making more job opportunities open to you, then your first step needs to be to quit thinking of everything that's not-tribal as "cabaret". It's a very meaningless term, actually, because all it really means is "not doing the same thing FatChance and Rachel Brice do". If you do decide you want to make yourself marketable to "not-tribal" markets, you need to learn what dance styles those not-tribal markets pay money for. There's a huge difference between the Egyptian-style dance that someone booking an Arab wedding would want and the American classic style of dance that people tend to want for bellygrams. Schools, museums, and libraries are likely to opt for folkloric, which is completely different as well.

Oh no. I use the term cabaret just because it's easier than listing the different type of dance. And I know what's appropriate in different venues. Most of my training has been in AmCab and Egyptian just because there's no one around here who does tribal fusion but me. All my fusion training is from videos which I'm hoping to change by taking as many workshops as I can afford. I don't want you to think that I would copy a different style simply to get a job. I've also learned some ATS. I like learning all the different styles cause I feel it gives me a better understanding of where a move comes from and how to change it up from say AmCab to Gothic. I'm currently working on Egyptian...which would still be unsuitable for belly grams unfortunately. As for folkloric, we have a group here that goes to cultural festivals and libraries and does 7 or 8 different types of folkloric dances from different countries. It's amazing to see...but just not for me.

Originally Posted by *Shira*

You said you'd like to "educate the general public about belly dancing". That kind of gig is almost certainly going to require you to be capable of something other than tribal fusion - it will probably require some knowledge of folkloric dance and Egyptian style.

I should have clarified "educate the general public". What I meant was get belly dance out there in the public eye more so than it is now. We mostly dance for other dancers around here. I'd like to see people think of belly dance when they're planning an event.

Originally Posted by *Shira*

If you want to stick solely with tribal fusion, I'd suggest targeting industrial clubs and Goth clubs. I'd suggest contacting local bands who play these clubs to see whether any of them would be willing to list you as an extra-fee option that their clients can add in when booking them.

That's a very good idea, but we don't really have goth bands here. Tons of djs though. I think there are more djs than there are dancers...and they all play the same thing! ..l;, All in all, this is some really good advice and I want to repeat that I didn't find it harsh at all. It's people like you who help the rest of us to not muff up.

The good news is that you're already thinking about something very important - positioning. Positioning starts with figuring out what type of client is right for what you're offering versus what type of client is wrong for it. It then continues with finding a way to describe your product that stirs interest while setting appropriate expectations.

The key to successful cold calling is 1) the content of your message and 2) making good choices of whom you send the message to. I don't remember the tribe thread, but it's possible that the people who said cold calling doesn't work put the wrong message in their marketing propaganda.

Since you're focusing on tribal fusion, I would suggest that you not use the term "tribal fusion" because it would be meaningless to the general public. I would also suggest that you avoid leading with the term "belly dance" because the general public already strongly associates that term with a lot of characteristics that don't apply to tribal fusion - "I Dream of Jeannie", harem fantasies, sparkling sequins, swirling chiffon, etc. For marketing purposes, I'd suggest that you first define whom you want to market your skills as a performer to, and then craft a marketing message that will get that group's attention.

For example, let's say you want to approach local DJ's with a proposal to offer their clients a package that would include not only playing music but also having a performance by YOU. To this audience, you might promote yourself as an "urban world fusion dancer who spins dreams of the exotic". Or whatever else you can think of to describe yourself that sounds intriguing but you can say with a straight face.

If you don't already have them, you'll want to invest in high-quality photos and high-quality video footage showing yourself performing. The difficulty with promoting tribal fusion is that the public doesn't understand it, but that's also a strength because it means YOU control the message without having to fight preconceptions.

So, make a list of the different categories of people who might be interested in hiring a tribal fusion dancer. For example, DJ's who do private parties and want to provide an "extra" that their competitors don't, industrial clubs, Goth clubs, edgy coffee houses, in-patient ward of a hospital's wing that has mostly teen-age patients, etc. Do any of the piercing people in your community do piercing parties? If so, would they consider offering a package for piercing parties that includes a performance by you? Anyway, you get the idea.

Now that you have your list of categories of people, can you send the same marketing message to every category, or do you need to tweak/refine the message to be a little different for each category? Give it some thought.

Next, prioritize your categories. Which do you want to target first? Which do you think is most likely to pay off with gigs, and which is likely to be the best-paying?

Craft your marketing message to the category you have prioritized as being the first you want to attack.

1. What are you selling? Entertainment. Competitive edge (for DJ's). That kind of thing.
2. What are the benefits that they'll get from doing business with you? Competitive edge. Public awareness of their business. Stand out in the crowd. Be memorable. That kind of thing.
3. What is the next step you want them to take?

Now, write your prospecting letter, using the above questions as your guideline.

I personally wouldn't send it as an email. I'd send it as a postal letter, and I'd include a DVD with a 5-minute video trailer showing me performing in a few different settings. I'd probably also include a flyer that has my photo in costume, a few descriptive words ("edgy entertainment for parties, etc." and contact info. I'd include a web address on there, and I'd make sure my web site is full of high-quality photos and some full-length video clips.

For the call to action, I'd send no more than 10 letters in one batch, and I'd say in the later, "I'll give you a call on <date> to discuss this further." For <date> I'd supply a date that's about 1 week away. Then, when <date> comes around, I'd sit down at the phone and start dialing the numbers of the people I sent the letters to. "Hi! This is Henrietta Honkhonk, and I'm calling to follow up on a letter I sent you last week. Did you receive it? No, you don't recall? Oh, well, that's okay, let me tell you why I was contacting you..."

This is why you are THE most awesome person ever. Thank you so much for all of that!

FYI, back when I worked in corporate sales, we would spend 1 week preparing for a mailing by doing the following:

• Assemble a list of companies we wanted to mail our prospecting letter to
• Phone each of those companies to ask, "I'd like to send a letter to the Director of Blahblah, can you tell me what his name is?"
• Preparing the letters and envelopes to be mailed.
• Organize all the names, company names, postal addresses, and telephone numbers in a format that would be easy for us to work with. (I liked using spreadsheets.)

Then we would send out the batch all on the same day. We'd send whatever number we reasonably thought we could phone in a single day.

During the intervening week, we'd write a "phone script". This would be simply putting words on paper of what we'd want to say. For example, "Hi! Is this <name>? Is now a convenient time to talk? [If not, suggest an alternate time, make a note of what time the person agrees to, and plan to call back then.] Yes? Ok! Hi! I'm following up on a letter I sent you recently. Did you happen to receive it? [If not, proceed as follows:] My name is ___ and I'm an entertainer in this area. As part of my effort to expand my business, I'm looking for other entertainers to partner with in offering package deals to prospective clients who are looking for a complete program. I'm calling you because I understand you're a DJ - is that correct? <wait for response> Great! And do you just work at the xyz club, or do you also do private parties? Ah, I'm looking for a DJ partner I can team up with marketing party gigs. I do a dance style known as urban world fusion dance..."

and so on.

When the day came that the letter said, "I'll call you on <date>", then we'd park our butts in chairs and do all the phoning in a continuous session. Much coffee was consumed. We found that it was easiest to do cold-calling if we did the whole batch contiguously, as opposed to doing one or two a day. The first couple are the hardest. Then you kind of get into the flow of things and the words start to roll off your tongue more easily. It really helps to have the script.

Stuff we found when calling:

1. People almost never called us back on the basis of the letter alone.
2. About 1/4 of the time people would remember seeing our letters (or, at least 1/4 of the time they'd admit to it.)
3. If we didn't follow up with phone calls, we didn't get much in the way of results.
4. Use the phone calls to set up a next step. Usually, I'd find a meeting to be a good next step. You want to develop a relationship with the person, because if there's no relationship they'll just forget about you and what you're selling.


I'd avoid using email-based prospecting letters. People would just see them as spam.