Sales Training Weekly: How to Attract Customers Instead of Chasing Them

If you’ve ever worked in sales, you know how brutal cold calling can be. Out of 100 calls, 95 will reject you outright. And of the remaining five who seem slightly interested, you might close just one deal at best.

Now, compare that to a potential client reaching out to you — in that case, your closing rate jumps to 95%. The difference is staggering. Chasing prospects isn’t nearly as effective as attracting them.

I once worked with a senior executive who demanded that the sales team spend 90% of their time prospecting new clients. He operated under the flawed assumption that the market had unlimited potential, and if his team could bring in more new clients, it would result in exponential growth.

Sales reps were forced into relentless cold calling, only to face rejection after rejection. The success rate was barely 1%, morale plummeted, and sales performance suffered immensely. Worse still, because they were so focused on acquiring new clients, they neglected their most loyal customers, leaving a gap for competitors to swoop in and steal valuable accounts.

By now, most sales professionals understand that cold calling is not an effective strategy. But what if your manager insists on it? Here’s the approach I recommend:

First, time allocation is key. If you’re forced to make 50 cold calls a week, make sure you dedicate enough time to engaging with existing or past clients — these relationships are where the real opportunities lie.

Second, invite your manager to cold call with you. Nothing proves the inefficiency of the method faster than getting them to experience it. More often than not, they’ll either fail miserably or simply refuse to do it altogether, which might lead to a more strategic rethink.

So, how do you get clients to call you instead?

The answer is simple: increase your value. When you consistently create value for your clients, they’ll want to do business with you. Instead of chasing clients, position yourself as the expert in your industry.

Here are eight practical strategies to attract new clients without resorting to ineffective cold calls:

1. Engage with existing clients and offer new ideas or support.
   Clients appreciate fresh insights. By helping them solve challenges, you strengthen the relationship, and they’re more likely to refer you to others.
2. Leverage your professional networks.
   LinkedIn isn’t just a resume site — it’s an incredible tool for building connections. Regularly share valuable insights, and you’ll attract the right prospects.
3. Attend high-level industry events and business groups.
   Decision-makers don’t waste time on random cold calls. They network at exclusive industry events. Be there. Be seen. Be heard.
4. Being a speaker at trade shows and industry conferences.
   If you get the opportunity to present, take it. A compelling talk can instantly position you as an authority in your field, making audiences want to connect with you.
5. Write articles and establish thought leadership.
   People trust experts who educate them. Publishing valuable content (on LinkedIn, industry blogs, or social media) builds credibility and attracts inbound inquiries.
6. Help your clients connect with others.
   Sometimes, the best way to build trust isn’t by selling — but by adding value to your client’s network. Introduce them to potential business partners or resources. It costs you nothing but earns you immense goodwill and referrals.
7. Revisit clients who haven’t tried your new offerings.
   Instead of calling random strangers, reach out to existing clients who haven’t explored your latest solutions. It’s a much warmer conversation, and conversion rates are far higher.
8. Reconnect with lost clients.
   Find out why they stopped doing business with you. Was it pricing? A bad experience? A competitor’s offer? Understanding the reason helps you craft the right strategy to win them back — and in many cases, your chance of success is over 50%.

The most successful sales professionals don’t chase clients — they attract them. The key is to offer value so compelling that clients seek you out. When you position yourself as a trusted expert, people won’t just want to work with you — they’ll actively recommend you to others.

3/3/2025–9/3/2025