The world of business development has changed. It has been drastically changing since the advent of social media.

No longer can you expect a possible client to call you right back after a cold call, especially if they don’t know you. They will not return your email either.

Same for candidates attempting to obtain face to face exploratory meetings who lob a call into a CEO or VP HR that they may not know.

In the days before social media, I guess my hit rate was about 20% in getting cold call, potential clients to actually call me back.  Today it probably about 5% if it just a plain, old, cold call.

How do you change the current equation to your advantage? I coach candidates who are looking for a job that you must LEVERAGE something about your background that will make your target WANT to call you back. Same answer with your business development initiatives. Give your client a reason to WANT to call you back.

Here is an excellent example of an email I recently sent to a potential client in the Midwest. Pay attention to the simple and honest use of leveraging my background and experience:

Good Afternoon ______, 

I will be in your great city of Omaha in early March. 
Should we set up 30 minutes in your office to briefly meet?
I have worked for two wonderful clients in your city (_______ & _______) whom I have completed executive searches for since 1998  (for a total of 51 total search projects). 
I truly know how to recruit people to the Big Red state. I also had lived in Seward, Nebraska from 1993-2000. 
 
Thank you and please advise if this will work for you. 
 As you can see, I used a number of leverage points to get the potential client to call me back: 1) track record of long term success in his city, 2) an acute understanding of how to recruit executives to that locale, 3) prior experience of living in that state and understanding how to sell the city to candidates and 4) will not take up much of his time to meet.
Always leverage what you know. Do it simply, honestly and logically for your potential client.
Increase your odds. They should call you back.