6. Build Outreach Package

Walking into a business cold is low-conversion and high-stress. It’s especially bad if you don’t have a plan. So first, let’s make a simple, repeatable outreach package that you can use to get your foot in the door.

Cold outreach is a numbers game. The more touches you do, the more responses you’ll get. But you want to be efficient and respectful of people’s time. So let’s keep it light and easy.

Brand Material

For in-person outreach there are two key things you need:

1. A simple business card with your name, company/logo, phone number, and email. Just keep it clean and professional.
2. A one-page flyer or brochure that outlines your services, pricing, and the value you provide. This should be easy to read and visually appealing. You can use tools like Canva or VistaPrint to create these materials affordably.

What are we trying to accomplish?

The goal of your outreach is to get a foot in the door for a free IT assessment. This is a low-pressure offer that provides value upfront and allows you to demonstrate your expertise. The assessment should be a quick, 20-30 minute conversation where you identify easy wins for improving their IT reliability, security, and backups.

Practically, that means that once you get their written permission, you will bring your laptop and run through a simple checklist:

• Review their current IT setup (hardware, software, network)
• Identify any obvious security vulnerabilities (outdated software, weak passwords)
• Check their backup strategy (are they backing up regularly? where?)
• Provide 3-5 actionable recommendations for improvement
• Answer any questions they have
• Leave them with a simple report summarizing your findings and recommendations
• Follow up with a thank-you email and offer to help implement any of the recommendations
• Schedule a follow-up meeting to discuss next steps if they are interested
• Provide a special offer or discount for signing up for your services within a certain timeframe (e.g., 10% off for signing up within 30 days)
• Ask for referrals if they are happy with your assessment

If you can perform and report on this assessment effectively, you are ideally showing the business owner immediate value. If you can paint a clear picture of the value you bring, and have transparent pricing, it just comes down to them deciding to move forward.

Outreach Process

When you approach a business, you want to be respectful of their time and not come across as pushy. Here’s a simple 4-step outreach process you can use:

1. Email First: Send a brief, friendly email introducing yourself and offering a free IT assessment. Keep it low-pressure and focus on the value you can provide.
2. Follow with a Light Call: A few days after sending the email, give them a quick call to follow up. Keep it casual and see if they had a chance to read your email.
3. Light LinkedIn Touch: If you can find the business owner or office manager on LinkedIn, send them a connection request with a brief message.
4. Physical Mailer (Optional): If you want to go the extra mile, send a postcard or flyer via physical mail. This can help you stand out and be more memorable.
5. In-Person Visit (Optional): If you’re local, consider stopping by the business for a quick introduction. Bring your business card and flyer, but be respectful of their time.
6. Follow-Up: After your initial outreach, make sure to follow up with any leads that show interest. This could be a simple email or call to check in and see if they have any questions.
7. Referrals: If you have a good relationship with a client, don’t hesitate to ask for referrals. A personal introduction can carry a lot of weight.
8. Track Your Outreach: Keep a simple spreadsheet or use a CRM to track who you’ve contacted, when, and any follow-up actions needed.
9. Be Consistent: Set a goal for how many businesses you want to reach out to each week and stick to it. Consistency is key in building momentum.
10. Evaluate and Adjust: Regularly review your outreach efforts to see what’s working and what’s not. Be prepared to adjust your approach based on feedback and results.

Step 1 - Email First

Send a short, low-pressure message:

Hi {{Name}},
I’m a local IT professional with 18 years of experience supporting small offices like yours.
I offer a free, 20-minute “IT Health Assessment” where I identify easy wins for reliability, backups, and security.

No pressure - if nothing needs improving, I’ll tell you.

Would you like to schedule a time this week?

{{Your Name}}
{{Your Company}}
{{Phone}}

Step 2 - Follow with Light Call

“Hi, I emailed you last week about a free IT assessment. No pressure - just wanted to see if you had any interest.”

Step 3 - Light LinkedIn Touch

Add the owner or office manager. Send a connection request with a brief message:

Hi {{Name}}, I’m a local IT professional helping small businesses improve their IT reliability and security. I’d love to connect! Best, {{Your Name}}

Step 4 - Physical Mailer (Optional)

Consider using a VistaPrint postcard:

• Your offer
• Your logo
• Your number

Not aggressive, but visible.

Step 5 - In-Person Visit (Optional)

Stop by the business during a non-peak time. Introduce yourself briefly, hand them your card and flyer, and mention your free assessment offer. Keep it quick and respectful of their time.

Follow-Up

After your initial outreach, make sure to follow up with any leads that show interest. This could be a simple email or call to check in and see if they have any questions.

Track Your Outreach

Keep a simple spreadsheet or use a CRM to track who you’ve contacted, when, and any follow-up actions needed.

Be Consistent

Set a goal for how many businesses you want to reach out to each week and stick to it. Consistency is key in building momentum.

Evaluate and Adjust

Regularly review your outreach efforts to see what’s working and what’s not. Be prepared to adjust your approach based on feedback and results.