Cold-calling is a bit like fishing without a baited hook, if the prize is big enough then it might just be worth the effort but it’s going to be hard to stay motivated.

So if your objective is new business, and cold calling isn’t working for you, then try this technique:

Bait the water

Use LinkedIn to build relationships within your network’s network and draw their contacts towards you via recommendation. Here’s how to do this:

• Optimise your profile; then invite twenty clients who you work with, to connect with you on LinkedIn. Gain access to their level 1 contacts.
• Look through their connections to see who has similar characteristics to your ideal client persona. Pick out ten names, then call your client and ask if they would mind introducing you to those they know well.
• Forward them a draft referral email to send out that recommends you and baits the hook. Ask to be CC’d.
  
  

Baiting your hook

This is where you catch their attention and give them a reason to contact you, for example:

• Include in the draft email that you are making a charitable donation of a set amount for each successful referral you receive during the month of August.
• Include a link to the totaliser of the named charity on your website. Design it so that new clients can see their names beside your donation. This should inspire many of them to use social media to encourage their friends to participate.
  
  

Using your net

This is where you scoop them up as new clients as they contact you to discuss the particular benefits of using your services.

This incentivised approach should help you to generate a stream of new clients and will undoubtedly achieve more than you would have done using a cold list.