Cold Calling - make sure it's effective for you.

Anybody in sales will tell you when you need to reach out to a potential client, just rip of the proverbial band aid and make the call, send the email, slide into their DMs - just reach out. They have named it cold calling for a reason - it's abrupt, comes from nowhere, but there are ways to make sure it's effective for you.

There are lots of cold calling methods that work depending on what you are selling. There are different approaches to sales that fit different personalities. Experience teaches us to adapt and use what works, discard what doesn't and do the best you can to close the deal.

As a communicator, peddling my service to teams who need help, how do I find leads, what do I say, and how can I keep from being that used car salesman kind of person? Please note, there are many lovely used car sales people - but this cliche fits since you know exactly what I mean.

Here are the four places I look for potential clients, and three ways I reach out to these cold contacts offering to help without sounding pushy.

1. Professional platforms - Linked In, Industry networks, leadership organizations and other contractor or consultant sites.

2. Online job boards and freelance listings - CommsConsultants.com, Harlow.com, and the like share opportunities to collaborate with other agencies, consultants and entrepreneurs.

3. My network - all the people who know me and all the people they know. I have learned to reach out and ask people who know my work ethic and skill - both to offer my services as well as to keep me in mind when things come up.

4. The news - I watch for stories about companies I admire and would like to work for. When there is a news story about changes in leadership, layoffs, HQ relocations, updates, reorgs or other kinds of transitions - and reach out to the right people to offer my services throughout the change process.

When I contact people, I try to focus on them not me! I aim to be helpful and specific when I contact a potential client, and I work to nurture the connection - not launch into a sales pitch. I want them to trust me first - and understand the skill I bring to the table. It's important to not sound like I am sending the same email to every person on my list.

So when I reach out:

1. I point out valuable insights and share things like industry trends, best practices, tools or templates that might help them do the job they are already doing. I invite them to trade shows or vendor events that may interest them. When I can, I make introductions to other people who might be good resources for their projects or industries.

2. I offer assessments or audits that can offer insight into their current state of communications. My discovery calls are always free. We talk through what they need - or what they THINK they need. I ask questions and get into the details so I can begin to see where they are and where they want to be. Then I jump back to number 1 above - and offer those helpful tips to keep nurturing the relationship.

3. I leverage case studies. By showcasing what I have done for other organizations, potential clients can see how I solve problems and deliver results. They get to see data and outcomes that relate to their business goals and organizational objectives. Each time I close a project with a client, I build a case study to capture my success. I can't always use a client's name or company, but I can report what I've done using more generic descriptors that highlight my skills.

Potential clients don't care about my skills. They want to know what's in it for them! How can they achieve goals and eliminate pain points? I focus on my ability to come in and build communication plans that will deliver their business goals, improve efficiency, spark employee engagement and boost organizational performance. And I do it all for them - so they can focus on other parts of their job!

Know someone I should meet? Let me know at [email protected] - I'm here to help!