Go Meet Everyone You Can

I’m sorry to be the bearer of bad news, but cold calling is becoming a defeated strategy. Sure, there will always be the one time out of 100 calls where you get to the C-suite, or the person you’re trying to reach and they give you the time of day. But those 99 times of getting sent to voicemail aren’t exactly a walk in the park!

I’m writing this to suggest a better strategy for making contact with someone who you’d like to meet. By no means is this technique something that’s new or innovative, but it is something that all professionals should make more of a priority. 

Within the last year, I’ve made a conscious effort to meet as many people as possible. I wanted to build my book of business and also pick the brains of people who have had success in the field. I went to a couple networking events every WEEK and maximize LinkedIn’s offerings for a YEAR. It wasn’t easy or cheap (most networking events cost at least $30), but I now have a group of about fifty people at various companies (within said industry) who I would consider friends or, at least, professional acquaintances. Some of these people have large networks and others just graduated from college and don’t know a soul. It’s important to remember that every person you meet has the potential to provide value. 

The strategy that I’m suggesting isn’t for everyone. Introducing yourself to complete strangers can be awkward and takes some guts. But if you can force yourself to focus on the positives and ignore the uncomfortable nature of the situation, the sense of accomplishment can be very rewarding. 

I like to think that this can apply to more than just sales. Getting in touch with a person who could be a potential mentor is no easy feat. Everyone is so busy! If you aren’t able to offer value to the person you’re reaching out to, the chances of them agreeing to meet with you aren’t great. But when you have someone who can introduce you to that person, who that person knows and trusts, the odds of them agreeing to meet with you are dramatically increased. 

Just this week, I asked one of my friends to introduce me to the CEO of a company in a different city. Within a few hours, the CEO had his assistant select a time on my calendar for him and I. There is ZERO chance that this would have happened if I had reached out to him as a cold call or email. My email probably would’ve been spammed and his assistant would’ve done her best attempt at gatekeeping. The situation would have been a total loss and I would’ve moved on to the next company. 

Yes, a year is a long time and networking events are awkward, but when you get to the point where you’re able to meet the people who have buying power, you’ll be glad you made the effort.