Cold Outreach is a Waste of Time ( What to Do Instead ), with Dave Plunkett

Episode notes

If you're like me, you might feel that the world of marketing is trying to convince you that the only way to grow your business is through complex funnels and cold outreach. But the data shows that for a healthy expert business, 60-70% of your opportunities should come from people you already know. This is why I was so keen to speak with Dave Plunkett, a specialist in scaling businesses through referrals and partnerships. He confirms that relying on your network isn't a weakness; it's a sign that you're good at what you do. In our conversation, we explored how to move from accidental, "organic" referrals to an intentional, systemised approach that feels human and generates consistent results. Here are a few key things we discussed: ️ The importance of treating a referral as an extension of the referrer's reputation and the simple steps you can take to honour that trust. ️ How to identify the perfect "wow moments" in your client journey to ask for a referral when enthusiasm is at its peak. ️ The difference between rewarding and incentivising partners, and how to commercialise relationships to make them more robust.