Cold calls. Closed doors. One pattern.
"I spent almost two years in financial services sales, cold-calling thousands of business owners. Most said no. It wasn't because they didn't need finance — it was because they didn't have enough customers to need it. They were brilliant at what they did, and completely invisible online. (Or maybe I was just a terrible salesman. We'll never know.)
After leaving sales, I spent five months travelling Southeast Asia clearing my head. While I travelled, I couldn't shake the idea of setting up an agency to help the businesses that needed it most. So when I arrived home, I created Whitecross Digital with that goal in mind.
To stand out in the financial services industry, I started creating content targeted at my ICP — videos, tips, industry insights — posting consistently on LinkedIn. The following grew to nearly 3,000. More importantly, it opened doors. Prospects who'd never have taken a cold call were booking meetings because they already knew who I was.
I found that it's more important to have a smaller audience of likely customers than a large audience of people who will never buy from you. Content is your opportunity to provide free value to your potential customers, and it helps build trust before you ever speak to someone. And in competitive industries, trust and credibility is what closes deals.
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