You've likely heard about the importance of contacting your existing network when starting a new venture or generating leads. But let's be honest – the thought of contacting people you haven't spoken to in a while can be awkward and even a little scary.
I get it. When I launched a new offer, I gave my business coach every excuse to avoid outreach to my contacts. "I don't want to bother people," "I feel awkward," "I don't know what to say" – the list went on. I had a bunch of (valid to me!) reasons why I would not, could not do that.
I came to understand later that all that pushback was hiding something deeper: the feelings of inadequacy and fear of rejection.
These feelings are common at every level of success, especially when stepping out of comfort zones or trying something new. The fear of being judged, rejected, or "exposed as a fraud" can lead to avoidance and procrastination.
Those feelings are real, and they happen. However, experiencing these emotions often indicates that you're pushing yourself to grow and take bold steps in your career.
In the words of Nike, Just do it.
Warm outreach is one of the most powerful tools in your business development arsenal. It's a strategy you should use consistently, not just when you're in a pinch.
Here are some reasons why you should be doing warm outreach.
Refining your offer and pitch Reaching out to people who already know, like, and trust you provides a safe space to practice and refine your offer and pitch. Their feedback and reactions can help you identify areas for improvement and make necessary adjustments before approaching a wider audience.
Building confidence As you engage with your existing network, you'll gain confidence in communicating your value proposition effectively. Each positive interaction will help you overcome fears or hesitations about putting yourself out there.
Leveraging social proof When you share your new venture with people who already believe in you, they're more likely to offer support, encouragement, and even referrals. Their endorsement can be powerful social proof when you start reaching out to new prospects.
Staying top-of-mind Regularly engaging with your network ensures that you stay top-of-mind. Even if they don't need your services immediately, they'll be more likely to think of you when an opportunity arises or when someone in their network expresses a need for what you offer.
Identifying new opportunities As you connect with people in your existing network, you may uncover new opportunities for collaboration, partnerships, or even target audiences you hadn't considered before. These insights can help you refine your strategy and expand your reach.
Nurturing relationships Building a business isn't just about making sales; it's about nurturing relationships. By consistently reaching out and providing value to your network, you'll strengthen your connections and create a supportive community that can help sustain your business over the long term.
So, how can you embrace warm outreach, even if it feels uncomfortable?
Start by creating a system. Choose a platform – whether it's your email contacts, phone, or social media – and commit to reaching out to a specific number of people each week. When I started, I went to the bottom of my LinkedIn list and contacted people I hadn't spoken to since high school. AWKWARD. But you know what? No one threw tomatoes. I didn't die. 99% responded– some even responded with opportunities or kind words about my content.
The moral of the story and all the things…
Whatever you are telling yourself right now about why you don't want to connect with people is just a story. And the great thing about being the author of your story is that if you don't like the ending, you get to rip it up and write a new one.
Remember, warm outreach isn't about making a quick sale or getting something from someone – it's about building relationships, sharing value, and creating opportunities for mutual growth and support.
So, today, I challenge you to embrace the power of genuine connection. You might be surprised at the doors that open when you put yourself out there.
