Charlotte Lloyd is the CEO and founder of The Client Acquisition Club, specialising in LinkedIn and sales coaching for solopreneurs, founders, and B2B companies.
Charlotte has coached hundreds of sales representatives and entrepreneurs, teaching effective social selling and personalised cold outreach strategies. Her accelerator program enhances social selling skills on LinkedIn for small to medium-sized businesses, using content creation and targeted outreach to engage prospects. Charlotte was in the Top 50 Sales Creators in 2023 and Top 30 Women in Sales to follow on LinkedIn Monster Connect in March 2023.
Want to learn more? You can listen to our chat with Charlotte Lloyd on YouTube, Spotify, Listen Notes, or Player FM.
It’s also available anywhere you listen to your favourite podcasts via Buzzsprout.
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Authored by Charlotte Lloyd, CEO of The Client Acquisition Club.
To grow a small business today, you need more than just a great product or service. You need effective outreach strategies to connect with potential clients and turn them into loyal customers. Let me share my best five tips to enhance your outreach efforts, using straightforward and scalable strategies that have proven successful for me and my clients.
1. Cold call with confidence
If you’re hesitant about cold calling, let me reassure you – it really works. With so many businesses sending bad DMs on LinkedIn and spam emails, the phone remains a powerful tool. Even though younger generations tend to avoid phone calls, many people still pick up the phone or listen to voicemails. So don’t dismiss the phone just yet.
One effective strategy is to “eat the frog” first thing in the morning. Dedicate the first 45 minutes to an hour of your day to making calls. Aim to call a specific number of companies during this time. Turn off all distractions on your phone and computer and focus solely on calling. Once you’ve completed this hour, you’ll feel a sense of accomplishment and have the hardest part of your day behind you, making the rest of your day more productive!
Another strategy is to remember that the goal of a cold call isn’t to make a sale right away. Instead, focus on booking a meeting to discuss how your service can help solve a potential problem. Think of it as calling a friend to offer help. This will help take the pressure off.
Dealing with rejection is part of the process. Cold calls can be tough, but if you can handle rejection here, you can handle it anywhere. People aren’t rejecting you personally; they’re just saying no to your service. Some may be rude, but as an entrepreneur, you’re no stranger to rejection. Embrace it as a learning experience and keep moving forward.
2. Use multi-channel outreach
Relying on just one method of outreach can limit your chances of connecting with potential clients. Use multiple channels like LinkedIn, email, social media, and even traditional methods like letters and brochures. This will increase your chances of reaching your target audience.
For example, if you’re trying to connect with older executives who might not be active on LinkedIn, a phone call might work better. Research shows that 60% of C-level executives prefer receiving a cold call. This is an important point to remember if your target clients are not as visible on social media platforms.
I once spoke with a woman in Australia who ran a cleaning business. She had trouble reaching people on LinkedIn, so I suggested she try making phone calls instead. It turned out her ideal clients responded much better to phone calls. Sometimes, the old-fashioned approach can be more effective, especially when reaching out to traditional companies or older executives.
3. Focus on quality over quantity
Outreach may be a numbers game, but I believe quality still matters over quantity. In other words, it’s better to focus on a few high-quality prospects than to send mass messages. Don’t use the same generic template for everyone. Personalise your messages and ask yourself, “Would I respond to this message if I got it?”
Too often people are just on autopilot, sending out messages without much thought. I’ve received DMs that seemed nice at first, but they turned out to be copy-paste jobs with my name slapped on. That’s not the way to go. Instead of throwing mud at the wall and seeing what sticks, put your efforts into fewer, more meaningful interactions.
Start with warm leads—people who’ve shown interest in your content. Before making a cold call, try connecting with them on LinkedIn or sending a friendly email. This way, when you do call, they’ll recognise your name and be more likely to respond positively. Even if they don’t buy from you right away, you’re building a relationship that could pay off later. The real value is in these conversations, whether in DMs or on calls. Even if someone says “no,” it’s useful feedback to help you improve.
Always ask yourself, “Where is my next client coming from?” and aim to book at least one meeting each day. This proactive mindset will keep your pipeline full and your business growing.
Tracking and analysing outreach efforts
Keep track of who opens your emails or engages with your LinkedIn messages to see what’s working and what’s not. It’s easy to overlook this, especially when things seem to be going well, but it’s crucial for understanding your success. Start with simple tools like spreadsheets and, as you improve, consider using advanced tools to streamline your outreach.
4. Build relationships through content
The role of content in outreach
Creating content is a fantastic way to establish yourself as an expert in your field and attract potential clients. Content nowadays is the foundation of your outreach. When people see your content, they are more likely to trust you, making your interactions in DMs or Zoom calls more impactful. When I started growing my LinkedIn presence, I posted three to five carousels a week. This consistent effort helped me build a strong following.
Some executives focus solely on sales outreach without creating content, but this approach is challenging because it lacks authenticity. Your LinkedIn profile might say one thing, but without content to back it up, people won’t buy into what you’re offering. You’re essentially trying to sell without proving your expertise.
Your profile should clearly communicate who you help and what problems you solve. If you’re not posting content, your profile alone won’t make a strong impression. Instead of just listing your job title, explain the benefits you offer, like “I help solopreneurs and founders get more clients with sales and content strategies.”
Content helps potential clients understand who you are and what you do. It smoothens the transition from online engagement to real-life interactions, making them more effective. So, don’t neglect it. Start creating content that showcases your expertise and builds lasting relationships.
Crafting compelling content
When creating content, the key is to provide value rather than just promoting yourself. Share insights, tips, and personal stories that resonate with your audience’s challenges.
People love personal stories – how you faced obstacles and what you learned from them. This makes your content relatable and positions you as someone who has successfully overcome similar challenges. However, don’t make yourself look too vulnerable. You’re the expert that your clients are looking up to. Share the transformation and the lessons learned, but ensure you still come across as capable and confident.
Tailor your content to your audience while keeping trends in mind. For instance, videos are currently gaining traction on LinkedIn, so incorporating them can boost your visibility. However, don’t get caught up in chasing engagement metrics like impressions or follower counts. More impressions don’t necessarily mean more clients.
Focus on creating content that drives leads rather than just growing your audience. You can have a high conversion rate even with a small following. The priority should be attracting the right people who can benefit from your services, not just growing your numbers. Be strategic and selective about who you connect with. Are they really your target audience?
5. Closing deals
Following up
Even if a potential client isn’t ready to buy right away, it’s important to follow up.f you think they’re a good fit, keep in touch and build the relationship. Between your first and second calls, offer them something useful, like a small task or piece of advice. This can show your value and make them more likely to work with you in the future.
Handling multiple stakeholders
In B2B, closing deals often involves multiple decision-makers. You may need several meetings to finalise things, especially for larger deals. Make sure you’re involving the right people and are well-prepared for each call.
Assessing the fit
Not every prospect is ready to buy right away, even if they’re the right client. Before you invest time, ask yourself if you’re speaking to the right person and if they’re genuinely interested. Don’t waste your time or theirs on meetings that won’t go anywhere.
Improving your conversion rate
If you’re booking meetings but not closing deals, evaluate your approach. reassess your approach. Are you identifying the client’s pain points and offering a clear solution? Are you reviewing your calls to spot areas for improvement? Consider whether the pain of their current situation is greater than the discomfort of making a change. If not, you may need to better articulate the benefits of your solution.
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Mastering outreach is key to growing your client base. Focus on cold calling, using multiple channels, prioritising quality over quantity, and building relationships through content. Outreach is about connecting and providing value. With dedication and the right approach, you can turn your efforts into a powerful tool for business growth.
