Some thoughts about cold outreach and cold outrage.

I'm going to share a contrarian opinion.

A lot of folks on LinkedIn seem to have an issue with what they see as the brazen selling tactics they find both online and in the real world. Typically, these posts go something along the lines of:

1) I accepted a connection request on LinkedIn and, almost immediately, I'm being sold to by my new connection.

2) I'm at a networking event and, only shortly after being introduced to a new acquaintance, he/she/they starts a hard sell.

3) There are other variants but, in essence, the grievance seems to be a sense of violation, based on being sold something which is unneeded.

Usually, this grievance is followed up with some suggested "rules" governing how one is supposed to begin new professional relationships.

These involve gently nurturing a new contact over a period of weeks, months and years, learning about their needs and then, at some magical moment, coming to a mutual understanding that your product or service can solve their problems. Every potential new business relationship is like a prize-winning pumpkin, grown for the annual punkin chunkin competition. First its sown, gently watered and pruned carefully until, finally, it's ready for its big day.

Here's the thing though.

Cold outreach works as a business development technique. Sure there are terms of engagement which should be followed to avoid pissing people off, but the practice itself still exists because it can be a speedy way to begin conversations with potential clients who you would be unlikely to just "run into" at a networking event or a webinar. The trick is to conduct it at some scale.

So, bearing in mind that cold outreach isn't going away, here's a few suggestions on how to do it in a way that doesn't annoy folks. And I offer some advice for those of us who are constantly the targets of cold outreach, too.

First the do's and don'ts for sellers.

1) If you're going to introduce your product or service immediately, just be completely upfront about your intentions. Explain your service offering and let the prospect react.

2) Always invite the prospect to end the conversation. "Hey, I realize this might not be the right time..., if it's not, just tell me to go away." It is in the interests of both prospects and sellers to be honest with one another.

And now some thoughts for prospects.

1) Don't be afraid to say no. Preemptively telling the seller that you're not currently looking for their service serves the interest of both parties. I do a fair amount of prospecting and it always amazes me how many folks - after first evincing an interest in us - don't show up for virtual meetings and become unresponsive. This happens, even though I end most of my emails or LinkedIn messages with an invitation to tell me to go away if our conversation is no longer relevant.

2) Although it may seem invasive and presumptuous for someone to start selling you something you don't need right now, consider this scenario. Suppose you've just been tasked by your manager to find a vendor who specializes in an esoteric service. And, then, serendipitously you happen to be on LinkedIn ten minutes later and - behold! - you get a connection request from someone selling precisely the service you've just been tasked to find. Would you still feel violated? Probably not, in fact you might consider the outreach an act of fate.

Doing cold outreach is like finding the proverbial needle in a haystack. It's a method that only works when you practice it at some scale.

Done right, though, it is not only an effective means of starting new relationships but also an essential part of many successful business development strategies. Casting a wide net does, often, catch the occasional fish.