Referrals Aren’t a Sales Strategy

Referrals are great, until they dry up. Most shops coast on word of mouth, but that doesn’t build a predictable pipeline. When you want steady growth, you need to go outbound.

Not spam. Not cold blasts.

Just a simple system to consistently create new business. Here’s how to roll it out in your shop.

Why Outbound Works (Even if You Love Referrals)

Referrals are passive. Outbound is proactive. It allows you to:

• Target ideal clients (vs. whoever shows up)

• Smooth out slow seasons

• Create demand vs. waiting for it

• Control your pipeline volume

You’re not abandoning referrals, just building a second engine.

Step 1: Choose 1–2 Focus Industries

Don’t sell to everyone. Pick 1–2 target markets where you can win.

Some good ones:

• Local schools (spirit wear, clubs, sports)

• Events and festivals

• Breweries and restaurants

• Gyms or fitness studios

• Nonprofits

Why this works: You can tailor your message to their deadlines, pain points, and buying habits. Relevance = results.

Step 2: Build a Starter Lead List (50–100 Accounts)

A lead tool and a CRM help here tremendously. If you’re not ready to invest here just open a spreadsheet and list:

• Local companies in your niche

• Visible branding (signage, merch, uniforms)

• Businesses hosting events or hiring

For each lead, include:

• Contact name

• Email/phone

• Why they’re a good fit

If you can’t explain why you’re reaching out, take them off the list.

Step 3: Craft a Simple, Helpful Message

Skip the salesy pitch. Start with how you help that specific type of customer.

Bad: “Hi, we’re a print shop—need shirts?”

Better: “We help local breweries grow revenue and stand out with branded merch for taprooms and festivals.”

Your goal: Start a conversation, not close a deal.

Step 4: Use a Basic Follow-Up Cadence

Outbound isn’t one-and-done. Here’s a simple sequence:

• Day 1: Intro email

• Day 2–3: Follow-up call or voicemail

• Day 5: Second email

• Day 7–10: Call #2

• Etc (best to do 10+ touches in a 3-4 week sequence)

Key reminder: Most replies (and sales) come after multiple touches.

Step 5: Track It (So It Doesn’t Get Lost)

Use a simple CRM (or even a shared Google Sheet) to:

• Track contacts

• Schedule follow-ups

• Mark deal stages (contacted, follow-up, quoted, closed)

• Review weekly what’s working

If you’re not tracking, you’re guessing.

Step 6: Be Consistent (This Is the Game-Changer)

Outbound fails when you stop doing it.

Start with:

• 10–20 touches per day

• 2–3 days per week

• One industry at a time

Consistency beats volume. Build the muscle.

Final Thought: Outbound Is a Growth Lever

Yes, it feels awkward at first. But if you do the work:

You’ll get replies
You’ll book meetings
You’ll close sales

And you’ll never be at the mercy of a slow referral season again.

Need Help Getting It Off the Ground? Sales Ink helps print shops build simple outbound systems that don’t require pushy sales tactics or bloated tech tools.