However, with the advancements in search platforms and online marketing tools - from Google products to LinkedIn, email and webinar platforms - there are ever increasing ways to engage prospects and build relationships.
And that is the key - relationship building, and it takes place on many fronts. From delivering relevant, insightful and useful blog content and site pages, to events, research and more, there are a number of ways to generate a meaningful conversations with a prospect that allows you to engage with them on their terms, or what you have framed as 'their terms', but actually forms part of your new business and sales outreach programme.
MultiChannel Lead Generation
As some would do; in phoning up a prospect and giving them some agency creds info and a talk about why you are the best agency to deliver their next website - a very inward looking one way conversation, and prone to a 'no thanks, not right now' response.
A better approach - which may take more time, resource and investment, but in general delivers greater returns - is to deliver a value based exchanged; "based on what we understand about your business/products/services, we have developed this research for you", or "we'd like to invite you too...", or "we have a great free tool that will help you quickly"..., are just a few ways that you can differentiate from the crowd and really add value to your prospects way of doing business.
This also delivers the opportunity/leads through an almost 'warm call' situation where you (the supplier) gain the value of a direct call with the prospect, but by providing something meaningful in return for their time on the phone and the interruption into their day.
This almost pull marketing approach (the content/tools you are developing) can be managed through a joined-up and multichannel lead generation programme, which is a where a modern new business person can thrive.
Additionally, you need to put yourself out there. Learn the platforms and technologies that deliver powerful insights and that can help you better understand how to attract leads. For new business, sales and marketing has almost merged. You need to understand the marketing channels, tracking and analytics tools you can leverage, as well as the old skool telephone skills and event/networking strategies, that when combined get you the most value from your time.