Information Calling
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- WillaMacAllen
- Indexlady
- WillaMacAllen
- Indexlady
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» WillaMacAllen - Information calling
Hi Dawn:One response that I get when I call publishers to get the name of a contact person is, "We do indexes in house, now."
Another response that I've had is: "You should talk with someone in Human Resources."
Do you have any thoughts on how one can handle
these two responses when one is calling a publisher for contact information?
-- posted by WillaMacAllen
» Indexlady - re: Information Calling
In this article ("Information Calling"), I recommend just moving on if the publisher does indexes in-house or doesn't use them. The only time I would spend time "lobbying" for that company's business was if there was absolutely no one else to market to. And that's just not the case with most niches. My advice? Move on.Some feel the intense need "to educate". This is fine as long as you realize for every publisher you get distracted with, another publisher is needing an indexer. If you are trying to get business, skip those kind of publishers. Come back to them after you have enough clients.
As far as Human Resources, make sure you aren't using the Trigger Words I talk about in the May 4, 1999 article, "More Words on Marketing". I've been transferred to Human Resources only a couple of times. And they really DO handle the indexers in those companies.
Many indexers use the Trigger Words when they call publishers and get transferred to Human Resources inappropriately.
If you avoid the Trigger Words, and ones like them, and still get transferred, then talk with them.
Repeat that you've been transferred to them (that's important to do), and repeat why you are calling. They may handle it, or they may transfer you again.
-- posted by Indexlady
» WillaMacAllen - Information Calling
Hi Dawn:Thanks for your response. I was ending the conversation (if the publisher didn't) for those companies who do indexing inhouse. I'm finding more and more publishers who say that. It makes
me wonder if they are really indexing their books
or just saying that. 
I've always avoided talking to people in Human Resources but will do that from now on.
BTW, I think your articles are extremely helpful,
as I've said in other places.
-- posted by WillaMacAllen
» Indexlady - re: Information Calling
Yes, Willa, I know what you mean by many of the places using inhouse indexers. What may be happening is that some of those places are using the "indexing" module that comes with word processing software, not realizing the downside of it.I personally know of one person (a former colleague) that runs the indexing modules on the documents she produces. It's part of her job, and the company feels that's adequate.
That's why some education is in order, but for someone who's trying to build up enough clientele to support themselves, I recommend backing off until you've got the time and resources to educate those companies.
In addition, by waiting, you will feel very confident and better prepared when you discuss indexing with those companies.
When I started out in indexing, it was repeatedly said that MOST publishers use freelance indexers. By the time I started marketing, I didn't find that to be true--at least in my niche. In the area I index in, only 25% of the publishers use freelance indexers.
That's why I recommend information calling as part of market research BEFORE actually spending too much money on indexing. Find out the real scoop first, just as if you were investing $250,000 in a franchised fast food chain.
Wishing you the best in your marketing efforts,
Dawn
P.S. Thanks for always being such an avid fan! I write the articles I wished were available when I started in indexing.
-- posted by Indexlady
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