Breaking into New Markets: Why Trusted Relationships Beat Cold Outreach Every Time
Mike Lander
Win more RFPs | Sales Negotiation Training | Procurement insights for Salespeople | Podcast Host | Speaker
Expanding into new markets, especially saturated ones like the UK and Europe, is a challenge many B2B firms face. But what if the key to success isn’t clever marketing, mass outreach, or undercutting on price — but trusted relationships?
I had a great discussion with John Birtwhistle , UK COO of Grupo FCamara , a Latin American digital consultancy making waves in the UK and Europe, to talk about how they’ve landed enterprise clients in a market where no one knows their name — and what every B2B sales leader can learn from their experience.
Here are six takeaways:
1. Relationships open doors that cold outreach never will
When FCamara entered the UK, they knew they weren’t a known brand. So what worked? Trusted relationships, often through warm introductions from global clients.
"If I’d reached out as 'John from FCamara UK,' they wouldn’t have replied. But because it came via a CEO they trust, the door opened."
?? Takeaway: Leverage existing relationships, even across geographies. Find global clients with leadership in your target region — and ask for introductions.
2. There’s always demand for quality — but buyers are more cautious than ever
Despite challenges like Brexit, inflation, and high interest rates, UK and European firms are spending — but only where they definitively trust providers to deliver the outcomes.
"Even with everything going on, consulting spend is still ￡10 billion+ in the UK — but you’ve got to prove value quickly and be credible."
?? Takeaway: Never lead with price. Lead with outcomes. Buyers want to know you can deliver before they risk a penny.
3. Price alone won’t win the deal
FCamara offers high-quality nearshore talent at a third of the onshore cost — but clients don't buy on price alone.
"You can’t be just ‘cheap.’ People think, ‘If you’re cheap, can you be any good?’ It’s my job to show we deliver enterprise-grade quality at that price."
?? Takeaway: Use competitive pricing to open doors — but lead with case studies and proof of delivery.
4. Trusted advisor beats seller — every time
John stresses the power of becoming a trusted advisor — even if you’re not closing deals today.
"Those key relationships are critical. People will help those they trust — if you give without expecting a return, it comes back."
?? Takeaway: Focus on adding value first. Share insights, help without an agenda, and stay present — so when the time is right, you’re top of mind.
5. Cold LinkedIn outreach for big-ticket sales? Forget it.
If you’re selling ￡500k+ enterprise solutions, don’t expect cold LinkedIn messages to convert.
"You think someone’s going to spend half a million with a company they’ve never heard of just because you messaged them? It doesn’t happen."
?? Takeaway: Targeted, warm introductions and thought leadership work. Mass messaging doesn’t — at least not in this space.
6. You need a clear point of view — and to show up consistently
Entering a new market means getting seen and heard in the right places — and having a point of view that resonates.
"You need to be known for something. What’s your story? What makes you different? If you don’t have clarity, no one will remember you."
?? Takeaway: Be clear on your value proposition and show up where your buyers are — events, podcasts, niche communities.
Final Word: The Long Game Wins
Building a business in a new market isn’t about one big client or one cold email that happens to land. It's about building trust, adding value, and showing up — again and again.
If you’re leading a professional services firm and thinking about breaking into new markets, or wondering why sales cycles are stalling, take a leaf out of John’s book: Start with relationships. Stay human. And be ready to play the long game.
?? Want to connect with John? Find him on LinkedIn here — he's always open to conversations.
?? What’s your biggest challenge in entering new markets? Drop me a message or comment below — I’d love to hear how you're tackling it.
Here's the full episode:
Amazon Music: https://music.amazon.co.uk/podcasts/fee57727-fbeb-4cfc-bb19-60f341f1a0f5/higgle-the-b2b-sales-club
Piscari website https://piscari.com/podcast/
Please subscribe to get new episodes every week.
Strategic marketing consultant for agencies | Director
5 天前?? this
COO FCamara UK
5 天前Mike Lander Was great to speak with you. Thanks again.