Launching a Business – What I Learned From Prospecting
A sincere look at the art of reaching out with intention.
Hello,
Since my early days in the cultural and event world, and now with Services W+M, I’ve always had to go toward others and make the first move.
I’m not someone who naturally enjoys being in the spotlight. So, when I started as an entrepreneur, it wasn’t easy. My early journey was slow, and I had to learn how to sell myself and highlight my work my way. That meant pushing through deep shyness and embracing fast-evolving technologies.
Honestly, my first few years could be summed up like a chorus:
Convince a partner.
Reach out to a media contact.
Pitch a new project.
No CRM.
No budget.
No automation.Singing: And almost every time, I was starting from scratch.
Today, I prepare well-structured content, with a clear signature and a personal approach. What once required a great deal of patience is now automated.
This article shares five things I’ve come to understand over time about the prospecting process.
MusicScore: This article was written while listening to the latest hits. Current favorite: I Had Some Help by Post Malone featuring Morgan Wallen.
Five Things I’ve Learned Over Time
1. “No” is rarely personal
When someone doesn’t reply or turns down an offer, it’s almost never about you. It’s about timing, priorities, budget, or strategy. What you’re offering might be totally relevant, just not right now. So it’s crucial to separate your identity from the response in order to maintain momentum.
Different types of “no” worth understanding:
The timing no – “It’s not the right time.” Watch for seasonal or budget shifts. Try again in 3–6 months.
The strategic no – “This doesn’t align with our current priorities.” Explore what their real priorities are—your offer might be adaptable.
The disguised no (silence) – No reply at all. Often means “not now” or “I didn’t get what you were offering.”
The definitive no (rare) – “It’s not for us. Good luck.” It seems final—but even this can change over time.
Some tips for handling a “no”:
Don’t respond emotionally. A rejection doesn’t define your value. Log it. Step back. Breathe.
Analyze the nature of the refusal. Is it a total no? Or a “not now”? Was your message unclear?
Keep the connection light and friendly. “Thanks for the response! I’m here if things shift.” Then, like a post or leave a kind comment a few weeks later. Subtle, present, respectful.
Plan a smart follow-up. Come back later with news, a story, or a case study. “Since we last spoke, we helped [relevant example]. Thought it might interest you.”
Keep building your ecosystem. Mention them in a blog post. Quote them. React to their work. The goal: stay visible without pushing.
In short: Learn to disconnect your personal worth from the immediate result. Rejection is rarely final—it’s often just the start of a relationship cycle.
Honestly, most of the “yeses” I’ve received came long after a “no”... or silence.
2. Relationships matter more than conversions
We often think prospecting is about closing. Getting a “yes.” But what I’ve learned is that long-term results come from connections, not pitches. What this really means:
If someone doesn’t reply right away, it’s okay.
What matters is to stay on their radar, gently and consistently.
A simple like, a kind comment, a shared story, it’s enough to keep the door open without pressure.
Some people have contacted me over a year after our first exchange. Because I stayed present… respectfully. Reminder, building relationships is building memory. And one day, they’ll remember you—at the right moment.
3. A handcrafted approach builds more trust
In a world where automation is everywhere, a personalized message stands out. What I’ve noticed is generic outreach is easy to ignore. But a message that really speaks to me, with context or relevance, I read it. And so do my prospects.
Here’s what I do:
I’d rather send 3 targeted messages than 30 generic ones.
I reference the person’s project, a detail about their mission, or something they’ve shared.
I use templates sparingly and always adapt the message.
Handcrafted doesn’t mean slow—it means intentional. And in the long run, it actually saves time because it improves your response rate.
4. Consistency beats intensity
It’s easy to fall into the trap of “all or nothing”: a burst of outreach… then silence for weeks. But in my experience, consistency always outperforms occasional effort.
My simple rule is 3 actions per week: 1 message, 1 follow-up and 1 shared idea. It doesn’t seem like much. But over a year, that’s more than 150 contact points.
What I’ve learned to avoid:
Trying to do everything at once (it’s exhausting)
Believing I always need “something new” to say
Sometimes, just being there is enough to keep the fire alive.
5. Responses often come from unexpected places
I used to focus on hot leads, those who showed immediate interest. But in reality, those rarely turn into the first actual responses.
Where do the real replies come from?
An old article
A seasonal product page
A video I’d forgotten about
A quiet follower on LinkedIn who suddenly reaches out
So here are the reasons why I document everything:
Because every piece of content is a delayed business card. And what I forget may still be working for me in the background.
Prospecting isn’t about planting and harvesting in the same month. It’s about planting and letting time do its thing.
Conclusion
Starting Out in Prospecting, what I’d Do Differently? Looking back, I wouldn’t change much. But I would have started sooner. Even without a script. Even without a system. Because it’s the small exchanges that build credibility over time.
Introducing This Month’s Feature Article
This personal reflection inspired the June 2025 feature in The Monthly Ticket. Because yes, you can prospect without a budget—but not without structure.
In the main article, I share a practical, honest method for building a clear and confident outreach plan; whether you’re starting out, pivoting, or relaunching a project.
Read it here: Monthly Ticket!
Jeff Maheux
Cr images: Production Services W+M.
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Five lessons for self-taught entrepreneurs. A practical perspective on how to prospect with intention, even as a startup.