Cold outreach is a waste of time.
Unless you do it very differently.
Most people spam, pitch too soon, and expect results. That’s why it fails.
The Truth About Cold Outreach (That No One Wants to Admit)
Most businesses rely on some form of cold outreach. Cold emails, LinkedIn messages, even networking events where they throw business cards at strangers.
And then they wonder why it doesn’t work.
Cold outreach only works if:
You genuinely care about the other person’s challenges.
You establish authority by delivering value first, without expecting anything in return.
You don’t sound like everyone else with generic messages and pointless small talk.
But even then, it’s an uphill battle. You’re a stranger asking for time, trust, and money. No one likes that.
Now, compare this to a warm introduction.
How One Introduction Led to a Business Deal
I recently met a speaker at an event in Singapore. He was engaging, funny, and made change management simple to understand. His ideas aligned with how I work and what I believe in.
I told a former colleague about him. She and I had built a high-performance culture in a manufacturing company. She later moved on to a development bank where she led a successful change management initiative.
She also organised events. So, I introduced her to the speaker.
A few months later, they collaborated.
The interesting part?
She had already considered working with him a year before but never took action.
My recommendation made the difference.
That’s the power of a warm introduction.
How Warm Introduction Increase Revenue Faster
People buy from those they trust. A warm introduction gives you:
Instant credibilityThe trust between the referrer and the recipient transfers to you.
Higher engagementPeople are more likely to respond, listen, and take action.
Shorter sales cyclesNo need to waste time proving yourself from scratch.
More conversionsThe referrer has already pre-sold your value.
A cold email might have a 2% response rate. A warm introduction? See the experience below!
In fact, one business owner I support in her business growth told me during our coaching session this week that any person referred to her by a client only asks a few questions and then always signs up.
A 100% conversion rate for referrals coming from clients; that is AMAZING, right?
So, the question isn’t whether you should network. It’s how you network.
Most People Network the Wrong Way (Here’s What Works Instead)
Let’s face it, most contacts start cold. So what can you do to turn strangers into good connections and potentially referrers?
Bad networking is focusing on how you can benefit from the new contact. This often looks like this: “I want to share about my service because I think it will be of value to you.”
My inbox on LinkedIn is flooding with messages from people who ‘have been following my work at ZingURbiz’ and want to congratulate me on the ‘incredible results that I have achieved.’ They usually proceed by saying they want to connect and ‘explore collaborations’ or ‘learn from each other.’
When reading these messages casually, you get a good feeling. A critical reader notices that the compliments are vague and generic. When I read such messages, my guard is up immediately.
I respond to such messages by asking for specific reasons for their compliments. Nine out of ten people don’t even bother to answer; they know they’ve been busted.
Good networking is
Helping others make valuable connections.
Building relationships before you need them.
Being known for delivering results.
I recently joined BNI (Business Network International) for exactly this reason. It’s a structured way to build relationships and generate warm introductions. If you want to know more, contact me.
How to Get More Warm Introductions (And Sell More Without Hard Selling)
Want to increase revenue without constantly chasing new leads? Here’s how:
Give first; don’t ask for anything in return
Help others solve problems, introduce them to valuable contacts, and share insights. You’ll become the first person they think of when an opportunity arises.
I have found many more hot leads by helping business owners during a networking event.
Just last week, we met with two business owners. We got to know each other at a networking event a few weeks earlier. During that first encounter, we advised them on how to improve their cold outreach. No other reason than to help them. That made them want to engage me as their business growth coach.
If you selflessly help people, they will remember you and help you find customers. You don’t have to tell anyone you want more projects; that is true for every business owner.
Be clear about your expertise
People need to know exactly how you help businesses. If you can’t explain it in one sentence, refine your pitch.
We know it is hard to explain what you do and how you can help clients in just a few sentences. If you can, you are more interesting to prospects. In short, you sell more by using a brief and powerful pitch.
For us, being a member of BNI has helped. One of the activities is to share weekly about your business and ask for a specific referral. The frequency and immediate feedback from other members help to polish our message.
Stay top of mind
Regular check-ins, valuable content, and genuine conversations keep you in people’s networks.
Honestly, this is what we struggle with the most. Especially if you meet many people, it is difficult to check in regularly.
One aid we recently started using is a messaging application
Join a structured referral and support network
Like BNI, where members actively help each other with introductions.
In my six months of membership so far, I realised that the network is about much more than introductions and getting more customers; my chapter is my support group for any challenge I face in my business and private life.
When uncertain about a legal situation, I consult my chapter’s ‘friendly lawyer’. She put my mind at ease in a few minutes, without charge. When considering her professional future, she called me to ‘pick my brain.’
Make it easy to refer you
Have a strong LinkedIn profile, clear messaging, and proof of results,
Networking is not about collecting contacts. It’s about earning trust.
Are You Still Wasting Time on Cold Outreach?
Think about your last 10 cold emails or LinkedIn messages.
How many responses did you get? How many turned into actual business?
Now think about the last warm introduction you received.
Different story, right?
If you want to stop chasing and start attracting opportunities, focus on building the right relationships.
I help my clients implement effective behaviours.
Interested? Let’s talk.
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