I was going to headline this blog with “quando quando quando” but realised it would ruin our SEO so thought better of it. None the less, a big question in new business is often “when?” and the answer is - always, and without exception - “now”.

If you’re thinking about initiating some cold outreach, do it “now”. If you’re wondering what month to schedule it into your 2022 plans, go for “now”. And if you’re looking back at 2021 wondering if you should have done some cold outreach, the answer is “now” (even though I appreciate it makes no sense in that context and “yes” would have worked much better).

The truth is, there’s no ‘perfect’ time to initiate cold outreach; you just have to do it.

Obviously summer holidays and key celebrations are quieter times, but you’ll always be able to find an excuse to NOT do some cold outreach, so just get on with it.

Success in new business comes from tenacity, having an organised approach, and putting in the time it takes (which is not inconsiderable). January too early? February still too early? March too near the end of the quarter? April too Eastery? May too late into Q2? June too near the end of Q2? etc.

See how easy it is to do nothing?

Seriously. There is no perfect time to start your cold outreach, but the worst time to not be doing some is right now. So stop reading this excellent blog and get some work done (the colder, the better),