Cold Calling Isn’t Going to Grow Your Client Base [And What WILL!]

Hi everyone,

Cold calling in professional services is dead.

Many firms often find themselves looking for quick ways to grow their client base and many opt to trying cold calling.

Don’t.

Who likes to receive an unsolicited call from someone they don’t know, or a spam email or DM?

No one.

So why do people still do it?

Yes, many sales gurus on LinkedIn claim cold calling is an art.

In my view, it’s just something that will severely damage your brand.

Considering where the accounting industry is today, it's about as effective as sending a fax in an age of instant messaging. Think about it – when was the last time you eagerly answered an unknown number?

Exactly.

To put things in context, statistics show that only 1-3% of cold calls actually result in a meeting?

Ultimately, cold calling creates an impression of a dodgy salesperson, trying to sell you something you don’t want.

Trust is at the heart of professional services, cold-calling is the complete opposite.

So, what’s the alternative? Is there a way you can draw the attention to clients find you instead of you looking out for them?

Yes, building trust and showcasing expertise with content is where the real magic happens.

Actually, 80% of decision-makers prefer to get information from articles and videos rather than ads. This tells us that providing valuable content and establishing a strong online presence is key.

Engaging content and a robust digital strategy not only attract clients but also build trust and lasting relationships, and as you’d know, that’s what the accounting industry almost entirely runs on, no?

On top of that, there’s the all-important human touch – I mean not literally, but networking, both online and offline, is far more fruitful than cold calling. Attending industry events, joining relevant LinkedIn groups, and participating in community activities can open doors to meaningful connections.

LinkedIn especially is key here, the fact is, professional networking on LinkedIn can boost lead generation by 277% more effectively than other social media platforms.

The underlying principle here is that people do business with people they know, like, and TRUST.

Another underrated and way classier alternative to cold calling is a referral program. Satisfied clients are more likely to recommend your services to their peers. Referrals offer the highest-quality leads, with a 30% higher conversion rate than leads from other marketing channels.

A well-crafted referral program can turn your existing clients into brand ambassadors, amplifying your reach without the awkwardness of cold calls.

Lastly, and perhaps most importantly, upping your digital marketing game can also turn your website into a lead magnet!

With the right tools like CRM systems and email marketing, you can streamline your outreach efforts, making them more targeted and effective. Email marketing has an average ROI of 4,200% or $42 for every $1 spent.

All in all, the aim here is to position your firm as a credible knowledge base in the industry. Sharing insights, offering free resources, and continuously engaging with your audience builds credibility and draws potential clients to you instead of your team ringing randoms.

Is this easy to do?

Of course it isn’t, it takes time, money, consistency and considerable effort, that’s why most firms won’t do it.

In summary, focus on building relationships, providing value, and leveraging technology to grow your accountancy firm.

Trust is at the core of any successful accountancy firm, never forget this, so when you have the urge to try a cold-calling strategy, remember it is more likely to damage your brand than enhance it.

After all, in today's world, it’s not about who you interrupt but who you inspire.

Visit our website here to learn how Samera Global can support your firm's growth and efficiency.

Until next time,

Arun

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