I used to hate cold calling. It seemed to me that it was soul-destroying and, for someone who just wanted to get in front of a ‘live’ one, it was energy sapping to do it by phone. Call after call after call. You can’t see them, you don’t know how they are reacting to what you are saying and its way too easy for them to say they aren’t interested.

So, while we know that cold calling does work in building your client base, is there a better way to do it in tough times? The good news is yes, yes and yes. We just have to change our thinking of doing business within our four walls. We have to get out there and find new clients. Even retailers now have to put more thought into finding ways not just to get new customers, but how to get them back more often. And that means far more proactive strategies.

Networking

Networking is the first thing most people think of when looking for new clients. Ah yes, the perfect formula. Finding new clients over breakfast, lunch or with a glass of wine in your hand! But many sales people find themselves simply mixing with other people also looking for new clients. And in small business, that’s not such a bad thing. You will find business and you will build a support network, but that’s not what other sales people are looking for. There is a secret to networking. It’s a bit like the bank robber who was asked why he robbed banks. He replied, “Because that’s where the money is.” Makes sense, and you have to network where your clients will be.

This means that you have to find out what their trade associations are, what interests they have, what speakers would attract them, what charities they support, what business seminars they would go to, what trade show functions they would attend, to name just a few. A business seminar in town? You find the speaker boring? Who cares! How many of your potential clients might be attending? If you also went along, who might you be sitting next to? How many would you be rubbing shoulders with at morning tea and at lunch?

And if you are attending a function, invite a client to go with you. You might help them get more business, you can still network and get more clients and you will strengthen the relationship. They are usually grateful for the invitation. Getting to know a client better in friendly, relaxed circumstances is great for both of you.

Tip

I recommend that it be compulsory for each sales person to attend at least one networking function a month. One a month, at the very least. And they’re not allowed to leave until they’ve found a new client. Make this a deliberate, planned strategy.

Alliances and Joint Ventures

Who else is targeting your clients from a different business? For example, a lawn-mowing business might form an alliance with a landscaping business. A landscaping business might form an alliance with an architect. A project builder might form an alliance with a real estate agent to help them look for new blocks to develop. A massage therapist may form an alliance with a gymnasium and therefore have access to, and service, their membership. » Read more: 4 Tips for Finding New Clients in Tough Times