Ditch Cold Calling: Effective Networking Strategies to Grow Your Business

How to Never Ever Make Another Cold Call Again

I’ve sent hundreds of cold messages to prospects, with very little success. I tried modifying scripts, reading books, changing my offer, creating pitch decks and sizzle reels, showcasing videos from similar clients, and even conducting detailed analyses of prospects’ marketing strategies to develop tailored solutions. Despite all this effort, I landed only two jobs from weeks of cold calls. I received six replies complimenting my prospecting skills but declining interest. While flattering, these replies didn’t help my business much. In hindsight, I wish I’d asked, “Do you happen to know someone else who might benefit from this?” But those are the lessons we learn.

Why I Despise Cold Calling

Cold calling is the method I despise the most. Think about it—do you like getting emails during work asking you to buy something, even if it’s a great offer? Probably not, since you have a hundred other things to do.

So, if cold calling isn’t the way to get new clients, what are the options? Ads? Let’s be real, how many ads do you see daily, and how many do you actively engage with?

The Power of Networking

This brings me to my favorite method of gaining new clients: networking. Networking is done in a much more relaxed environment and solves a major problem for those trying to sell—clients don’t know you, and if they don’t know you, how can they trust you?

Word of Caution

Don’t start networking just to sell stuff. You’ll get outed, and no one will want to work with you. Instead, make real friends. When was the last time you made a friend through cold calling? As a side benefit of making business friends, it can lead to sales. Think about it—who would you rather work with, someone you don’t know or your friend? Who would you refer in casual conversation? I bet it’s your friends.

Strategic Networking

Now, networking isn’t just about shooting the breeze and having some beers with your buds. It’s about strategically making friends in a business context, getting to know those you can help, and who can help you in return. It’s not gross unless you make it gross—try not to do that.

Since it’s a strategic thing, here are some tips before you go to make new business pals:

1. Figure out who will be there. Identify the most important people you want to talk to.

2. Do some research on their business. Understand how it works and come with relevant questions.

3. Find common interests. If you both like basketball, ask about their favorite teams.

4. Don’t push your product or service aggressively. If you’re genuinely interested in getting to know them, they’ll ask you questions in return. Setting up a follow-up meeting over coffee or lunch is a great idea.

Where to Network

You may be wondering where to network, especially if you’re new to a city, like when I moved from Northern California to Portland, OR, and knew no one in the business community.

Here are some places I like to network:

• Chamber of Commerce after-hours events: These can be salesy, so listen a lot.

• High-level Chamber events: Directors’ talks, annual dinners.

• Business Journal events: 40 Under 40, Best Places to Work Awards, Fastest Growing Businesses Showcase, seminars.

• Networking clubs or neighborhood business events.

• Professional development classes or workshops.

• Civic organizations.

• Cultural events: Sneaker Week is a favorite.

• Charities or community volunteer opportunities.

• Trade shows.

• Meal networking: Take your prospect out to eat, or frequent places your prospects like. Worst case, you’ll enjoy good food and get better service.

• Health clubs: Especially good if you’re targeting that industry.

• Happy hours: Choose ones near businesses you’re interested in, strike up casual conversations, and watch the game—but don’t overdo the drink discounts.

• Neighborhood associations or clean-ups.

Action Plan:

Make a list: List as many networking opportunities as you can. Go to as many as you can, and choose to return to the ones you like. I keep notes because it can get confusing if you’re attending a lot of events. Was it the AMA, ACCAA, or MAMAA event that I liked?

Bring a business card: A nice one. It may seem old-fashioned, but a well-designed card on fancy paper can spark conversations. And you might be able to throw some work your favorite designer’s way.

Show up ready to give something first: Don’t come just to take. If there are opportunities to lead, take them. Be consistent and dependable. Always show up with energy and a good attitude—put on your favorite song before you go in.