How to Land Clients

Land Clients

Land Clients #1: Fill Funnel

Three Campaigns

There are three campaigns for cold outreach that we have found to be extremely effective. These are:

1. One Company in Your Area

2. Can You Handle an Additional “X” This Month?

3. Content Offer

A Massive Surge

Here are some ideal clients to fuel your business

Agency Growth

How to Land Clients
How to Land Clients

Your digital agency’s success is dependent on having high-quality leads come to you on an ongoing basis.

This is because it is almost impossible to attract the attention of potential clients. More than that, how we get their attention can often determine the outcome of the sales relationship.

If we had only one way to land clients, it would be cold calling, cold drop ins, and sitting in network meetings. Often, once you get their attention, they will give you a hard sell.

This is because they either didn’t see you as an expert or their way of getting you to their door was forced. They didn’t view you as someone who understands their space. It will take a lot of effort to convince them you can help.

How we attract potential clients is often a key factor in how the sales relationship develops.

Do you remember a time when you had to sell people? It takes a lot of effort to convince people that you are the one who can get them the results they want.

We end up with an empty calendar.

It is a pain to chase people down, and it makes it difficult to sell.

Either we don’t have enough appointments or we avoid the activities that lead to those appointments. We don’t get the revenue if we don’t have enough appointments, or if we are too busy trying to sell people our services or products.

When we find ourselves in this situation, we have to close the business. We also need to return to get a J-O-B.

Alternatives include getting prospects to raise their hand after being influenced by you, and understanding your value.

Instead of you having them chase you down, they say, “Yes, we’d love to hear what you have”

This is the key to securing a lot of appointments and steady deal flow.

It’s time to stop focusing on one deal per quarter or one deal every so often. Instead, you should aim to land clients consistently on a monthly basis.

This is when you start to build a seven-figure agency.

Filling the Funnel

You must first figure out how you will get clients to join your ranks on a monthly basis.

You can then figure out what the rest of it means in terms both of fulfillment and retention.

There are many options and things that you can do to land clients on a regular basis.

It really boils down to these five categories:

1. Cold Outreach

2. Marketed Lead Generation

3. Inbound Marketing

4. Associations/Speaking

5. Joint Ventures

All of these are possible, I believe. All of these channels are good for business. Some work better than others, and some are faster than others.

These methods all have their impact, but you should choose one you are really good at and focus your entire energy there. Let’s take a closer look at each of them.

1. Cold Outreach

Cold Outreach is the most common. You can get people to raise their hands so that it’s not completely cold but at least they give you a soft, raised hand.

It’s not enough to make cold calls or send cold emails. You also need to use brute force to get clients to call you. In a moment, we’ll go into more detail.

2. Marketed Lead Generation

Marketed Lead Generation involves running Facebook ads, paying-per-click campaigns and direct mail. This allows you to reach out to your niche or database to get clients.

Marketed Lead Generation’s beauty is that you have complete control over your destiny.

You can still have some control of your destiny through cold outreach. However, marketed leads can help you fill your calendar if you have the financial resources.

3. Inbound Marketing

Inbound Marketing is a favorite of mine. The HubSpot guys have written a book called Inbound Marketing. This book is amazing and you must read it.

Inbound Marketing is all about your energy.

You should be putting out great content, hosting webinars, conducting interviews and posting information on blogs.

You are the one who puts stuff out there in cyberspace. Then people will be influenced by you and then they will come to you.

It is putting information out into the world so that prospects will find it and say, “Man, that was good.” This person should know what they are talking about.

We will be spending a lot time on Inbound Marketing, and how to get clients to come to you when they are already ready to buy.

This is how you attract people magnetically, which is one my main plays and one my favorite strategies to land clients.

4. 4.

There are many associations in any niche – national associations, local associations and associations within associations.

This is a great way to save time. If you are able to get into the association, then you have access their entire list. Once you have affiliation, you can call and say “We are national members of the Plumbing and HVAC PHCC and would like to send you information.” This helps to speed up the process.

This is one of your most powerful tools to gain clients.

Associations also meet. You can meet your ideal prospects at their events.

Instead of interrupting them by cold calling, you can reach them right where they are.

Speaking is the most powerful tool in associations. Your resistance to speaking will drop to zero if you are the one who teaches your prospects how to get clients and how to market their products online.

They automatically think, “The association put him up there.” He is an expert in his field.

This is one of the best ways to attract new clients.

This method has been used by some agencies as their primary breadwinner and it works very well.

5. Joint Ventures (JVs).

Top of the hierarchy are Joint Ventures (JVs). This is just tapping into an existing seller in your target market.

You can, for example, seek out someone who is already a market guru or consultant and work out a joint venture.

They need to have a reason for you to come to their event, to allow you to speak, and to do something for them.

This is the number one strategy of some of our most successful members. They found one person who had huge influence over their prospect type and formed a joint venture.

It’s often a financial incentive. You might offer 10% of the recurring income to each person who signs up for this relationship, or something similar.

You have a win-win partnership where they will promote you and you make money when they land clients.

One JV could be all it takes to start a Seven Figure company.

JVs are not something we can do very well. It’s a huge opportunity and you should be seeking it out.

JVs can be a hit or miss thing. You don’t always have the option to do one. Instead, find other ways to fill your pipeline and keep yourself busy.

Keep your eyes open for opportunities. You can make a huge difference by identifying the ideal client and collaborating with them.

Jimmy Nicholas, for example, has built a seven-figure business that generates more than $3,000,000 per year. He is a specialist in orthodontics and one of his key strategies was to align himself the most respected guru/trainer in this field.

He gained the trust of that guru, helped him see his potential, and was able to prove himself. That guru introduced Jimmy to their client base.

His business flourished because of that strategic alliance and joint venture.

Cold Outreach

First, we’ll be focusing on Cold Outreach. It’s one of my favorite client-landing methods that you can control and get great results with.

Cold outreach is something that everyone must do at least once to grow our lists and get prospects to speak up.

You can control it, so let’s get into the details.

Next, we will talk about Inbound Marketing. This is how you position yourself as an expert. We will discuss specific actions you can take on a weekly or monthly basis to position yourself as an authority in your field and attract clients to you.

There are four main elements to Cold Outreach that we must address when we examine it.

1. Create Your Foundation Funnel

2. 2. Create your List

3. Run an Outreach Campaign

4. Take care of your list

1. The Ultimate Agency Funnel

Before you can start signing up clients actively, you must create a foundational funnel through which people can access your world.

These are the key components of this:

* Clear Target/Niche

* Opt in incentive

* Make an appointment

* Hot Lead Follow-Up


* A clear target: You must first define your market or core niche.

That will be something we’ll be looking into more in the future.

* Opt in: You will need a Lead magnet of some kind that people can opt in for.

You need to provide something for them to opt in to, whether it is a cheat sheet or a guide.

They need something you can offer them that makes them feel valued and encourages them to sign up for your world.

My experience has shown that the best way to market is with a cheat sheet. You can use something as simple as “The Ultimate Plumbing and HVAC Online Marketing Cheat Sheet” (or “The Ultimate Dental Marketing Cheat Sheet”) for this purpose.

They just need to be able to identify the most important things.

It works because it has high desire and low commitment.

It is possible to create a useful cheat sheet quickly and easily without spending a lot of time.

It’s a great idea to have this option on your website with a low barrier of entry.

You could also offer an online marketing guide or your keyword lists as an alternative to the basic cheat sheet. You have many interesting things that you could offer your industry.

* Appointment: The next step is to create an appointment funnel that allows them to move from raising their hand to being on your schedule.

After they have signed up by sending you an e-mail address, they will be able to access your calendar to schedule the appointment.

You want to move them away from the content on your website and get them to the appointment funnel where they can be exposed to other people by opting in.

Your message should focus on getting them to be interested and then actively participate. This can be done by scheduling an appointment to speak more one-on-one.

They did not download the cheatsheet to get the information. They want the final result. It is better if someone can do it for them.

You want to offer them the chance to talk one-on-one about their business and how they can help you.

There are many ways to create a funnel, but one should be the opt-in and one the appointment. This approach allows them to opt in and gives them the chance to meet with you one-on-1. You can also choose a time that suits your schedule.

HighLevel, Calendly and Appointment Core are all options. You have many options, but this is what you should use.

* Hot Lead Follow Up: It’s crucial that once you have the lead it is important to have a follow up process.

You need a follow-up package that can be sent out after your appointment. You can close more deals if you do this consistently.

You must have a strong sales process. How do you get someone interested in your product to sell it? And what are the next steps? What do they get by email? What are the specific tasks?

This is known as a hot lead follow-up campaign. This is knowing that once you have spoken to someone, the entire process has been planned in advance. It is possible to predict the details of the client’s final touches to make them interested and close the deal.

A tight sales process is essential to get people on the phone and help them see where there are issues with their current actions that could be preventing them reaching the destination they desire.

You must give them a solution.

Later, we’ll discuss the sales process.

Once you have everything in place, you can build a base funnel.

What I find is that even though they have a funnel and offer opt-in opportunities, many digital marketing agencies are still struggling to reach their target audience. Because they haven’t reached their target audience, no one is asking for opt-in. They don’t have the list. But don’t worry, that is what we will be looking at next.

2. 2. Create your List

How do you build a list? How can you find the contact information and names of people in your niche so you can give them your guide and possibly get them on your calendar.


These are the most popular options to build your list.

*Buy / Scrape

* Borrow

* Building

Buy/Scrape a Liste

The easiest way to get a list of people in your area is to buy it from someone else. You could, for example, buy a list South Florida dentists.

Many companies specialize in selling lists, such as, DataAxle (formerly InfoUSA) or other sourse.

An association is another way to buy a list. An association list has the advantage that you can become a member of the group for a nominal fee and get all their verified details. It is also easy to verify that they are legitimate and receive names, addresses, and telephone numbers.

You might need to hire someone to visit their websites and identify their email addresses if the association doesn’t offer it. This is a great way of getting your first list.

Because they have been pre-vetted, this is one of my favourite ways to get the list in your area. Because they have paid to join the association, they are often buyers. Although they didn’t spend much money, they did invest to be part of the association and get on that list.

It is easy to join the Damage Restoration Association, the Plumbing Association, or the Kindergarten Care Association. You’ll have a solid base list of people who are in your niche.

You can join an association as either a member or an industry partner. An industry partner requires you to pay more, but your logo will be displayed on the site. This is effectively saying, “We recommend that company.”

This type of status is desirable and you will need to be able to access their activities and events. This will be discussed more later.

LinkedIn offers another way to purchase a list. A Sales Navigator account costs $79 per month. This account may allow you to access their private email but not their business email.

You can often specify what you want when you purchase a list.

You can also “scrape” lists from people who have them by using tools such as Lead Kahuna or D7LeadFinder. These tools are used to collect information such as the names, email addresses, and other contact details, based on information posted online. There are many of these tools available on the market and I have tried most of them. They do offer data, but there are often high levels of inconsistency (wrong business, out of business, etc). My best recommendation is to invest in a paid listing (Association or SICCode), so that you have solid data. It is true that garbage in, garbage out.

Borrow a list

You can also borrow a list. This is a powerful play, and I strongly recommend it.

Borrowing a customer list is a way to find an expert who’s selling to your ideal client. You form a relationship with them, and they agree to mail your order. Sometimes they might even offer their list to you because they have something to gain from it.

You will already have a list with the JV people mentioned and others.

It’s worth spending a few minutes to think creatively. Consider who is already selling fencing contractors to whom you are interested in doing business. Who is selling to the people you are looking to do business with? You can find the JV opportunity that will allow you to access their list.

Make a list

You can also build your list. Inbound marketing is one way to achieve this.

Although your built list is very powerful, it can also take a lot of time. We want to get you to seven figures fast so we will focus on buying and selling because it’s something that you can do immediately. This will allow you build your list and your following.

You should use all of your options to build your lists, but you have greater control over the buy-and-scrape options.

These steps will help you get started on a list of people to whom you can reach out proactively.

List building tips

It is important to understand that you need to constantly work on a data list once you have it.

If a list contains 1,000 people, it doesn’t matter if none of them fit your criteria.

You will see better results if you can reduce a 1000 list to 300 people who are in your target markets.

Although Lead Kahuna is a great tool for cold email outreach, the list you start off with might only include a few businesses that have the word “carpet cleaning”, for example.

This list should be reviewed carefully to ensure it meets your specific needs, such as geography, type and size.

Dan Kennedy, marketing guru, suggests that you clean up your list by following at least five steps. It’s up to you to identify the five steps that are most relevant for your niche.

You might be interested to find out if a carpet cleaning company has a full-time secretary. A full-time receptionist usually means they have three to four trucks. They will not ask you why, but they can be reached by phone to find out how many trucks they have.

The one thing I will tell you is that this process should not be attempted by yourself. A virtual team can be created from people who are freelancers and have the experience and the tools to make this happen. All they need is your idea.

There are many steps involved, so don’t expect the same person to do everything. This is the most common mistake.

Hire a professional researcher. Reduce your list to around 400. Give the list to a professional phone operator. Tell them that you only want to make a 15-minute discovery phone call and get an appointment in my calendar.

Fiverr offers solid resources for this. Upwork is my favorite. There is an endless supply of people who know how to do certain tasks. Some people can be ninja-like at building lists.

It’s great to put a project on Upwork and let people say that they can create a list. You would be amazed. These people have some amazing ways to speed up the process.

It is possible to hire someone in the Philippines. They just need to call one of the people on the list and ask a few questions. Your list of 1000 people is quickly reduced because 200 people couldn’t be reached by email and 200 didn’t have full-time receptionists.

You end up with a list that is worth more than $1,000,000, where you know their business continues to be profitable, and you have confirmed that they have a full time receptionist, three trucks, or whatever. Your odds of success have increased dramatically. is a great tool to verify that your emails are valid. Many freelancers will also have this option.

InfoUSA lists are a great option because they start 80% correctly, so you can start with something better.

Protecting Your Domain

You might consider using a different email address if you send a lot of cold mails to protect your domain.

There are many ways to do this. There are about 20,000 plumbing companies on our list. At this point, I send over 100,000 emails per month. It’s not a problem for me.

Protecting your main domain is important if you have a large list or just added 500 people. You might consider setting up a separate domain.

For example, I suggest, if you’re, get or if you are, get

This way, even if there is a high rate of spam complaints, you don’t have to blacklist your core domain. You want to redirect the new domain to your main site.

3. Run an Outreach Campaign

Once you have your customer list, you can begin cold outreach to find customers. You’re not cold-calling, but you are reaching people who are already pre-dispositioned to listen.

Our niche is the target. Once we have a solid prospect list, it is time to create a way to attract their attention.

This mechanism could be cold emails, voice dropping, or social messenger. If you reach at least three of these, it is possible to get their attention.

Important to remember is that cold outreach must be done in a large volume. You can’t send just 10 or 15.

Some will offer their support and say they are interested in your ideas. You are able to start conversations with people who are interested, rather than making 100 calls in an effort to find one person interested.

It is important to distinguish between cold outreach and cold calling.

This is how we can leverage it to get strategy sessions.

Campaign #1: One Company in Your Area

First, is the “One Company in Your Area” campaign. Most of us offer exclusivity, there might only be 325 markets, which means we can serve 325 clients. We know that we’re only going to work with one in each market, so we might as well use that to our advantage.

And the fact is, they all want exclusivity. So if you’ve got it carved out on a city by city basis, you can send an email that’s just basically to the effect of, “I’m looking to work with one roofing contractor in the Miami area and I wanted to jump on a quick call with you.”

Or you can have a sequence of emails that takes them down the path of, “I’m looking to find one roofing company in Atlanta that I can partner with.”

The second message is, “Hey I sent this to you yesterday, did you have a chance to look at it?” Then the next email would be a little bit more detailed, “Just so you know, this is what I’ve done for other roofers across the country. I’m only going to do it for one in this area. So, it’s first come first served.”

You put together a multi-step cold outreach campaign using email, web forms and social messenger. You hit them with that same outreach strategy from a lot of different angles.

You’ll then get people who reply. “Yeah, I’d be interested in chatting with you about that.” That’s where you get some raised hands. I’ve found that this campaign works well.

Having a five or six email and social messenger campaign along those lines is a great way to do cold outreach.

Campaign #2: Can You Handle an Additional “X” this Month?

Another play we’re finding that works well is, “Can you handle an additional “X” this month” and sending that out to potential clients.

An example of this is, “Can you handle an additional three to five metal roofing projects this month?”

A lot of people write back, “Yeah, of course, I can. I need more roofing projects.”

From those responses, you can follow up and say, “Great. We happen to specialize in helping roofers generate more metal roofing jobs. Let’s have a conversation about how we could help.”

Ideally, you need to figure out what their high-ticket thing is that they want more of.

For us in plumbing, that’s trenchless sewer repair. That job is worth $16,000 or $17,000. So instead of reaching out to all the plumbers and saying, “Could you handle some more plumbing calls?” we reach out and say, “Can you handle an additional two to three trenchless sewer repair projects this month?” Of course, they want more of these.

So, try and figure out the one high-ticket thing and rotate this into your direct outreach.

All you’re looking for on that email is the people who respond. And when they do, you jump on them rapidly, “Hey thanks for calling back, I specialize in helping plumbing companies generate more trenchless sewer repair jobs. Let’s start a dialog.”

Ultimately your goal is to pique their interest in what you can provide for them enough to get them to raise their hand.

Campaign #3: Content Offer

The third play we suggest is a content offer. So, I’m going to talk about lead magnets and putting out great content.

If you’ve created a cheat sheet or guide, just reach out to them, “I developed this great report on how to generate more leads via the internet for your roofing business, is that something you’d be interested in?” They’ll reply back.

You don’t send them the guide, you call them up and say, “You requested my guide, I’ve got it here for you. I just wanted to connect and answer some questions for you. What’s the best email?” etc.

That’s how you want your cold outreach to come across. It’s very text-based, very low-key.

It’s not “Click here, do this.” That immediately gets ignored.

But if they feel like you wrote them a message and it solicits a response, then that works well.

Consistent Campaigns

To get started, you can take any of these three plays, and you can rotate them.

Start with, “Can you handle an additional two to three jobs?” No response? Then go to, “I’m looking to work with one in your area.” No response? Then circle back and drop content on them consistently.

That’s how you can get certain people who are ready, and they raise their hand and warm up to wanting to do business. But you also start to plant seeds for long-term business relationships.

All these options work out to be great conversation starters. Ideally, you want to use some version of each of these.

The key insight I want you to take away is to get the list and hit them from multiple angles. Don’t expect people to just reply and want to meet with you.

You’re still going to have to chase them down because this is still cold outreach, and you want to use all the channels to get their attention.

If you’re playing the cold outreach game, this isn’t waiting until your ideal client falls into your lap. You’ve got to be more assertive than you think is rational.

You’re going to get certain people who respond, so jump on those. When they do reply, you should call them immediately.

What I mean by that is literally within a couple of minutes of them responding, you need to be on them.

When you call them, they are probably not going to even remember that they replied. So, what I recommend is shooting a Loom video of some sort.

For example, you could do a quick screen recording, “Hey you responded back. You’re looking to do an additional three to five trenchless jobs. I wasn’t able to get you on the phone, so I wanted to shoot a quick video.”

What you do is you pull up their website and you talk about whatever your unique strategy is to get them a result. Then you say, “Let’s jump on a call so that we can talk through this.”

The point is you just can’t send emails and sit on your hands. You’ve got to call, you’ve got to create videos, you’ve got to follow up with Messenger and LinkedIn to break through the noise.

For example, you could do a quick screen recording, “Hey you responded back. You’re looking to do an additional three to five trenchless jobs. I wasn’t able to get you on the phone, so I wanted to shoot a quick video.”

What you do is you pull up their website and you talk about whatever your unique strategy is to get them a result. Then you say, “Let’s jump on a call so that we can talk through this.”

The point is you just can’t send emails and sit on your hands. You’ve got to call, you’ve got to create videos, you’ve got to follow up with Messenger and LinkedIn to break through the noise.

You’re not the only person contacting these people.

Especially via this mechanism.

The big mistake I see a lot of people make on this front is that they just want to send an email. Well, the fact is, how many emails do you have sitting in your inbox that you’ve never looked at? A lot. I don’t even want to know how many emails I have.

Two backdoor channels that work well are sending a text message if you can get their phone number, and social messenger, either Facebook Messenger and or LinkedIn Messenger.

Do a little bit of extra due diligence beyond just sending an email blast. You can go find that person on LinkedIn and connect with them or find them on Facebook and send a friend request and then send them a message.

If you’re a Facebook user, and I’d say most of us are, you get that little pop-up and you pay attention to it. It’s a backdoor way to get their attention that most of us aren’t tapping into.

After this, of course, we’re going to move them to a strategy session. We’ll talk more about those later.

The Power of Cold Email

I get questions from people all the time about whether or not sending out cold emails can really have an impact and produce results.

I want to assure you that cold email, with the right structure, with the right list, can be extremely effective.

I sent a cold email to a plumber in Tallahassee and his reply was, “Sure, let’s chat. Do you want to send an invite?”

Another big company that we were interested in working with, wrote back, “Steve forwarded me your email, I’m very interested in speaking with you. When can we talk?”

One wrote, “I’m interested. Send me some additional information and costs.”

When someone writes back and says, “I’m interested,” this is somebody who’s very interested. They’ve got some urgency that I’m tapping into in this situation.

So, yes, cold email can work. It’s not my favorite play, but if you get it going consistently and you know that you can systematize it, you can get a virtual assistant to run it for you – once you’re big enough.

It’s just one channel that’s constantly going out, building your database, planting seeds, getting some raised hands, and giving you the ability to land clients consistently.

So, cold outreach should be the entry point for all your prospecting efforts. It can generate two to three great clients every single month if you work it correctly.

Implementation Steps

Here are the three steps that you need to take to turn this into action:

Step #1: Determine how you will pull your list

Figure out how you’re going to get your list. This means determining where you’re going to pull your list from and there are lots of different ways to do this. You can join the association, leverage tools or buy the list from a quality source.

Step #2: Map out your cold outreach campaign

Map out your cold outreach campaign. Which of the three plays will you use? Are you going to take the “One company in your area” or would the, “Hey, I’ve got this great information to share with you” approach work better for you?

Step #3: Commit to touch the database at least 5 times via different modalities per month

Then you’ve got to commit to touching the database multiple times through multipe modalities until they say “interested” or “stop”. This isn’t a scenario where you do a couple of emails here and there.

To get enough volume so that enough people raise their hand, you must send out a lot of messages because the reach has got to be very large.

500 quality touches per month will generate at least five to ten raised hands which can result in one or two clients on a pretty consistent basis. That’s been the gamechanger for a lot of our clients and a lot of our members.

When you get 500 messages out every month, 99 percent of them will have no interest, but you are aiming for the one percent.

If they open your communication (email, social message, etc) you want to have enough there to spark their interest and get them to raise their hand. Once they have raised their hand and written back, you know they are interested, and you have them half-way there. The people that reply and show an interest are the ones you want to pursue.

If you’re busy all day just cranking on the phone or you’re going out and knocking on people’s doors, you’re not tapping into the potential of volume and so you will have to work so much harder to get the result.

And the result you want in this case is to get strategy sessions.

If you’re going to land three to five new clients per month, you must be able to get at least 15 or 20 strategy sessions.

Those are people that have said they are interested, and they let you show them where there’s a problem with their current strategy and how you can help.

4. Nurture Your List

So, when trying to land clients, one of our key plays is cold outreach. I just want to make sure I paint the big picture of this. We buy the list, we join associations, and we get names, emails, and contact details.

Then we do direct outreach via cold emails, social messengers, cold calls, voice drops, and through whatever other mechanisms we can to get them to raise their hand.

But the fact is, only a handful of the people will raise their hand. If out of the 500 cold emails you sent out result in 10 or 15 people who raise their hand, that’s a pretty good day.

It’s a percentage game and it’s the lowest percentage game in the business. If all you do is cold outreach, you will not have a great business. It is simply a starting point.

The next step is to nurture that database. You want to nurture them, so they go from, “I got a random email from this person,” to, “This person has added value to my life. They have shared valuable resources. They have given me information, the tools I was lacking, and have given me things that can move my business forward.”

People call us and they say, “Hey, I’ve been watching your videos for years. I’ve been getting your emails for years, and I’m finally ready to hire you guys.”

It’s no longer about convincing them to hire you, instead, they just need to know if they can. That’s really where I want you to go.


The reason you need to have an aggressive cold outreach strategy is so you can control your destiny.

If you just wait for inbound leads or if you wait for marketed leads, you might be waiting all year and only get a couple of clients.

But, if you get an aggressive outbound strategy where you’re sending emails, you’re going to get raised hands, you’re going to start to develop your list, and you’ll be able to control where you’re going to end up.

So, you need to nurture that database because those are going to be the clients you want to do business with.

Preparing for the Next Step

This strategy is great for getting the process started and moving in a good direction to some quick wins.

To do that, you want to nurture the ones who raise their hand and get some momentum.

However, ultimately, your ideal client is the one who chose you.

The problem with landing clients only through cold outreach is you’re always chasing them down.

Have no doubt about it, you’re cold calling them and you’re showing up in their inbox unexpected.

Even when they do raise their hand to say they might be interested, if you land a client through cold outreach there’s going to be a hard sell involved. And because of this, your close rate is not going to be nearly as high.

I would say a 10% close rate from cold outreach is good because they don’t know you. They just got a random message from you, and they have no context to who you are.

Due to these factors, you’re going to need a lot more sales appointments to get the same amount of new clients. And ultimately, it’s hard to generate sales.

When I was at ReachLocal, chasing clients was the only option. I was cold calling, sitting in network meetings, and chasing people, chasing people, chasing people. There’s a place for it but it’s got to be baked into what you do.

What you want is prospects that already feel like they know you and they’re ready to do business with you.

So, let’s dive into that and unpack how we build the authority so that we attract clients who are ready to do business with us.



Seven Figure Actions

Follow the implementation steps outlined on page 96 to:

1. Determine how you will pull your list

2. Map out your cold outreach campaign

3. Commit to touch the database at least 5 times via different modalities per month



Case Study: Landing Clients With Cold Outreach


Danny Barrera spent his days as an IT analyst for Fox News listening to success story after success story. After hearing an interview with someone who made money doing an e-commerce website and getting his advice, he dove in headfirst. He spent over 10k trying to develop his business, and it failed. But he learned how marketing worked on the internet and learned from his mistakes.

Danny quit his IT job and fully committed himself to the process of starting a digital marketing agency. He started like most of us as a generalist agency taking whoever he could get and quickly realized that was not going to work.

It was tough. Without cashflow, his power was turned off, his car was repossessed, and he ended up getting divorced. He hit the point where he HAD to make this work, or it was all going to be over. During that time, he became great at Search Engine Optimization (SEO), started sales training, and learned how to do cold calling.

He saw one of my old websites, “Contractor SEO”, and thought it would be a great idea to model that, but the niche was still too broad & clients were tough to come by. The fact is, ‘contractor’ could mean so many things (roofer, builder, deck company, pool service, plumber) so his message was not resonating. On a coaching call, he realized that he needed to narrow his niche down even further and decided to focus on “Decorative Concrete Companies” and started his new division called, “Concrete Marketing Crew”. He got aggressive with cold outreach and following up via multi-channel as outlined in this chapter and in a matter of 12 months had gone from “broke” to doing over $53K per month in recurring revenue.



You can listen to a full interview with Danny Barrera

on how he built and grew his agency by going to