“Hey! How’s it going? Getting enough clients lately?” 😅
Let’s be real—hoping for new clients every month is not a strategy. It’s more like waiting for a bus that sometimes just… doesn’t show up. And if you’re relying on your existing network to magically keep your pipeline full, you might be in for some rough months ahead.
But don’t worry—I’m not here to tell you to start dancing on TikTok or handing out business cards at every networking event. There’s a much better way.
Why Being Proactive Beats Sitting and Waiting
I get it. Reaching out to strangers, sending cold emails, and making cold calls might sound intimidating—maybe even a bit “salesy.” But think about it this way: if you’re only tapping into your existing network, you’re fishing in the same small pond over and over. Eventually, you’ll either catch everything or your fish will get tired of seeing the same bait.
And let’s be honest, do you really want to leave your sales to chance?
Nah. We’re business owners. We like having control, right?
Why Cold Outreach Is the REAL Game-Changer
Your network, no matter how expansive, can dry up. Referrals might slow down, or worse—they might never come when you need them most.
This is where cold outreach comes in. Think of it as knocking on new doors in an endless neighborhood. Sure, not everyone will open up or be interested, but those who do? They’re fresh prospects. People who need what you’re offering but just didn’t know you existed.
Plus, cold outreach gives you the freedom to:
– Target specific industries or decision-makers.
– Find leads in new markets and regions.
– Test your messaging with a wide variety of prospects.
But… Cold Outreach Isn’t Without Its Challenges
Oh, I’m not going to sugarcoat it. Cold emails can get ignored. Calls can end with an abrupt hang-up.
But you know what? It’s all about strategy.
You don’t want to sound like you’re reading from a script or spamming the same copy-paste email to everyone. That’s a surefire way to get marked as “annoying” in someone’s inbox or phone.
So… how do you do it right?
How to Make Cold Outreach Feel Warm
Don’t worry, I’m not suggesting you memorize a 2-hour sales pitch or write Shakespearean-level emails. Here’s what actually works:
1. Personalize Every Interaction
Nobody likes to feel like they’re just another name on a list. Mention something specific—like a recent achievement of the person you’re reaching out to, or how you see your solution fitting into their current strategy. Keep it natural.
2. Keep It Short and Sweet
Attention spans are short. (Thank you, TikTok and Instagram Reels.) Make your point in the first few sentences. Get to the “why” of your email or call without fluff.
3. Focus on Solving a Problem, Not Selling a Product
Nobody wants to hear about how amazing your company is. They want to hear how you can help them solve a specific issue. Lead with value.
4. Use a Variety of Touchpoints
One email is not going to cut it. Nor is one call. Create a sequence that includes multiple emails, calls, maybe even a LinkedIn message or two. Show your prospect that you’re not just following up, but that you’re invested in offering real solutions.
5. Be Genuine and Human
It’s called cold outreach, but you don’t have to be cold. Smile when you talk on the phone (it actually helps), and write like you’re talking to an equal—not just a prospect.
So, Stop Waiting for Clients—Start Reaching Out!
If you’ve been hanging around, hoping your network will deliver, it’s time to take control. With a little strategy and a lot of consistency, you’ll be able to keep your sales pipeline full without ever having to cross your fingers and pray for that next referral.
And hey—who knows? Maybe you’ll even start to enjoy the process.
(Okay, I won’t push it… but stranger things have happened!)
Go ahead—give it a shot. Send out a few emails today. Make that call you’ve been putting off. You might just be surprised by the response.
Talk soon,
Joran.
P.S. Want help crafting killer cold emails or scripts that actually get replies? I’m your person. Let’s chat and see if we’re a good fit. Click here to book a quick call.