Cold Calling Is Not the Way to Win Clients

For as long as I’ve been in business, I’ve lost count of the number of people who have come to me and said:
“Sandro, I’m starting my business, and cold calling is the only way to find clients.”

Let me stop you there. I disagree.

I’ve been in this astounding profession for over 35 years — and I have never made a single cold call. Not one.

When I first started, I had just 13 names on my “Project 100” list — and when I ran out of ideas, I even added my pet animals to fill the page! It quickly became clear that cold calling wasn’t going to be the answer.

The truth is, there are tens of thousands of opportunities all around us. We don’t need to resort to dialing through a telephone directory.

So what did I do instead?

I reached out to as many professional people as I could in my hometown — lawyers, accountants, mortgage brokers, and general insurance providers. These individuals were just like me: looking for clients. I offered to buy them a coffee and suggested we build a reciprocal referral relationship.

It didn’t happen overnight, but over time, I built trust and started to see opportunities come my way.

Where else can you find clients without cold calling?

• Family and friends – your closest circle is a natural starting point.

• Former colleagues – they already know you and your work ethic.

• Professional connections – people who need trusted partners for their clients.

• Community and networking groups – visibility leads to opportunity.

• Philanthropy – give back and you’ll naturally grow your network.

• Social media – position yourself as an expert in your field.

• Writing articles – even if you’re new, you have insights to share.

The Real Problem With Cold Calling

People turn to cold calling because they don’t know what else to do — or because they don’t know what to say when approaching people they already know.

But here’s the reality: cold calling is often just a punishment for not asking for personal introductions.

Instead of focusing on strangers who don’t know you, work on building meaningful relationships with those who do.

Final Thought

For anyone still thinking about cold calling: don’t. There are smarter, more authentic ways to attract clients, and the opportunities are abundant if you know where to look.

In the same way that I tell people to stop asking for referrals, my advice here is simple:
❌ Stop cold calling.
✅ Start building connections that last.