TFT: Cold Calls… Why You Don’t Need Them

How Referrals, Content, and Customer Experience Can Fuel Sales Without Ever Dialing a Stranger

Apr 10, 2025

This week’s TFT will be a bit of a “change my mind” approach to a topic. Cold calls are something that most sales individuals have a love/hate relationship with. Some individuals are perfectly fine knocking on doors or dialing random strangers to make a pitch for their product. Sometimes it is the only way to grow. It is not the only way to grow. I can hear the relief signs from all the introverts. Today I’ll show you that Cold calling is not the only way to grow and in fact you can build a great business without cold calling if you want to. Just by working with your customers and having them work for you.

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How Referrals, Content, and Customer Experience Can Fuel Sales

Referrals Are the Warmest Leads You’ll Ever Get

Instead of chasing strangers, focus on delivering exceptional value to current customers and partners. People are more likely to trust, and buy from, someone recommended by a peer. As someone that owns a home and is often looking for folks to do work on it I am always asking people who they would recommend. I see as a great filter, verses just randomly googling services. Building a simple referral program or just asking happy customers, “Who else do you know that could use this?” can drive exponential growth.

Also consider in the digital era, buyers are more informed and less tolerant of unsolicited pitches. Instead of forcing conversations, founders can attract interest through thought leadership, credibility, and authentic relationship building. Share successes you are having with other clients. Ask them to do the same. People want to help, you just have to ask them so they can help. Draft of case studies and ask your current client if they agree. Is there anything they would add? Building these solid customer relationships will lead to a boat load of very warm leads.

Marketing Can Create Conversations at Scale

A steady content and marketing effort, whether through educational blog posts, LinkedIn shares, or email newsletters can attract your ideal customers. Great content builds credibility and nurtures trust before a conversation ever starts. When people reach out to you, it is no longer a cold call it is a warm opportunity. Ask your customers to like and comment on your posts. Or have them tag you in a post of your own. If you are an individual as others to endorse you. These are all ways that costumers can help you get new customers.

Also consider that, cold outreach might bring quick wins, but it does not scale like consistent branded marketing. Investing in content, SEO, and targeted outbound marketing allows founders to build compounding growth engines that attract the right customers ones who already have context when they show up. Consider there is almost no way to get the phone number of all the potential clients. While marketing is not going to get you all of the clients either it will be a broader outreach than cold calling. Especially when you get current clients to help. When you do that you are creating a flywheel.

The Referral Flywheel is Real

Happy customers become your best salespeople. By focusing on strong onboarding, excellent support, and genuine engagement, founders can activate a referral loop. That trust-based growth model performs far better than cold calling and it feels way more natural for technical teams. Instead of spending time on cold outreach, spend that time checking in with current and past customers.

Ask what is working?
Ask what needs to change?
What is the next problem they have?

These conversations can lead to expansions, upsells, or even new introductions. Growth comes from deepening relationships, not just chasing leads.

Action Step

Now that you know that cold calls are not the answer what should you do? Reach out to 5 current customers this week. Ask them:

What is working?
What needs to change?
Who else needs your help?

These simple questions will lead to at least 5 new warm leads.

Engineering Sales Substack

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