Here’s how small-business owner Chelsea Cucinotta attracts clients without cold outreach.
While sales are essential to any business, they’re rarely the reason for starting one.
Founders love ‘doing the work’ sometimes to their own detriment, as they forget to maintain a strong pipeline for new business.
When I started my agency, most of the advice I saw online pointed to aggressive cold outreach. This never worked for me, which is why I’m sharing my always-on, organic and holistic approach to attracting more clients.
Increase your visibility
Have you ever heard the saying “best-known beats best”? Attributed to Grant Cardone, it’s a reminder that people can’t work with you if they don’t know you exist.
The solution? We live in a world where it has never been easier to market yourself and your business.
Without spending any advertising dollars, you can amplify your story through traditional and social media channels.
It’s all about being strategic and meeting your potential clients where they’re at.
Why not try:
- Contributing your thought leadership to aligned media publications (what I’m doing through this piece)
- Making a guest appearance on a podcast that your potential clients would listen to
- Sharing a day in your life on TikTok to educate audiences on exactly what it is that you do
- Showcasing your expertise through regular LinkedIn posting, like commenting on topical issues, sharing case studies and spotlighting any media and/or speaking engagements
Not only do these activities build brand awareness, but they will set you apart from competitors by positioning you as an authority figure in your field.
Network, now!
When done intentionally and without any expectations, networking is a great way to meet new clients. I know this from experience.
The key to networking is not to see it as a transaction. It’s really obvious when people have an agenda. Instead, focus on how you can add value to any conversation and support those you meet. This is how you build strong and long-term professional relationships.
Keep in mind that when you’re new to business, it can be easy to say yes to every networking opportunity. To avoid burnout, focus on quality over quantity. Accept early on that you can’t be everywhere and that relationship-building is a long game.
Remember to network in your daily life too. There’s something valuable to learn from everyone around you. Signing up to a co-working space has been a huge help in growing my own personal and professional network. Over the last four years, I’ve connected with people from all ages, backgrounds and industries, which has given me a broader understanding of business. During my time at The Commons, I’ve even met a client through a weekly meditation class! I’m a big believer that you never quite know where an introduction will take you.
Do good work
Happy clients stay with you longer and aren’t afraid to recommend you to their network. That’s why it’s so important to go above and beyond for those you service.
Keep in mind that when a client or contact refers you to someone they know, they’re putting their own reputation on the line. Their recommendation reflects their trust in you. Don’t take it lightly – uphold their confidence by delivering exceptional work.
While there’s a lot of advice for businesses to cold call, I’ve found most of my clients through brand awareness activities, networking and becoming a master at my craft.
