Most founders think they need a $10,000 marketing budget to get their first clients.
They're wrong.
When I launched SimpleDirect's consulting services, I went from zero to $24K/month in 60 days—spending exactly $0 on ads. Just me, LinkedIn, and a methodical outreach process.
Here's exactly how you can do the same.
The Three Channels That Actually Work
Before diving into tactics, understand this: you need three channels working simultaneously, not one. Each serves a different purpose in your first 30 days:
Channel 1: Warm Network (Days 1-14)
- Success rate: 20-40%
- Time to close: 2-4 weeks
- Best for: Your first 2-3 clients
Channel 2: LinkedIn Outreach (Days 1-30)
- Success rate: 10-20% response, 2-5% close
- Time to close: 4-8 weeks
- Best for: Scaling to 5-10 clients
Channel 3: Referrals (Days 15-30+)
- Success rate: 30-50% of happy clients refer
- Time to close: 2-3 weeks
- Best for: Sustainable growth
The strategy: Start with warm network on Day 1. Layer in LinkedIn outreach immediately. Build referral engine by Week 3.
Week 1: Mine Your Warm Network (The Fastest Money)
Your warm network is the lowest-hanging fruit. Here's exactly how to work it:
Step 1: Make Your List (30 minutes)
Open a spreadsheet. List 20 people who:
- Know you
- Have (or know someone who has) the problem you solve
- Would take your call
Examples from my SimpleDirect pivot:
- 2 existing $29/month customers who trusted me
- 3 contractors I'd met at industry events
- 5 people from my professional network who worked with contractors
- 10 second-degree connections who fit my ICP
Step 2: The Personal Outreach Message (Send 20 in one sitting)
Template:
Hey [Name],
I'm starting to help [target customers] with [specific problem].
I know you [do this thing / know people who do], so I thought I'd reach out.
Would you be open to a quick 15-min call to see if I can help?
[Your Name]
Real example (SimpleDirect):
Hey John,
I'm now helping home improvement contractors implement financing solutions so they don't lose deals to "I can't afford it upfront."
I know you run a roofing company, so I thought I'd reach out. Would you be open to a quick 15-min call to see if I can help?
George
My results:
- 20 messages sent
- 8 responses (40%)
- 5 calls booked
- 2 clients signed at $2K/month each
Time invested: 2 hours
Revenue: $4K/month
That's your base. Now let's scale.
Week 2-4: The LinkedIn Outreach Machine
LinkedIn is the single highest-ROI channel for B2B consulting. Here's the exact 5-step framework:
Step 1: Build Your Target List (60 minutes, one time)
Go to LinkedIn Sales Navigator (free trial works) and use these filters:
For B2B consulting:
- Job title: [Your target role]
- Company size: [Your ideal size]
- Location: [Your geography]
- Industry: [Your target industry]
My SimpleDirect example:
- Job title: "Owner" OR "President" OR "CEO"
- Industry: "Construction" OR "Home Improvement"
- Company size: 10-50 employees
- Location: Texas, California, Ontario
This gave me ~200 targets. Export to spreadsheet.
My ANC Startup School example:
- Job title: "Student" OR "Entrepreneur"
- School: "University of Toronto" OR "Waterloo"
- Keywords: "Startup" OR "Founder"
- Location: Toronto, Canada
This gave me ~150 targets, which I manually filtered for Chinese and Punjabi students (my ICP).
Step 2: Send 20 Connection Requests Per Day
LinkedIn limits free users to ~100/week. With Premium, you can do 20/day.
Connection request template:
Hi [First Name],
I help [target customers] with [specific outcome]. Not pitching anything—just wanted to connect.
[Your Name]
Why this works:
- Short (LinkedIn truncates long messages)
- Not salesy (you're not pitching yet)
- Clear value prop (they immediately know what you do)
Real examples:
SimpleDirect:
Hi John,
I help home improvement contractors close more deals through embedded financing. Not pitching anything—just wanted to connect.
George
ANC Startup School:
Hi Wei,
I help students at UofT validate startup ideas and build MVPs. Not pitching—just wanted to connect.
George
Expected results: 30-40% acceptance rate
Action item: Send 20/day starting today. That's 600 connection requests in 30 days = 180-240 new connections.
Step 3: Follow Up With Value-First Message (24 hours after they accept)
Once they accept, wait 24 hours. Then send one of these three templates:
Template 1: The Pattern Interrupt (Best for cold connections)
Hey [First Name],
Thanks for connecting.
Quick question: are you currently [problem they likely have]?
I recently helped [similar person] achieve [specific result] by [what you did]. Happy to share what worked if it's useful.
No pressure either way.
[Your Name]
[Calendly link]
Real example (ANC Startup School):
Hey Wei,
Thanks for connecting.
Quick question: are you currently trying to validate a startup idea but not sure where to start?
I recently helped a CS student at UofT go from idea to first 10 paying customers in 6 weeks. Happy to share the process if it's useful.
No pressure either way.
George
[Calendly link]
Response rate: 15-25%
Template 2: The Direct Ask (Best when you have mutual connections)
Hey [First Name],
Thanks for connecting.
I help [target customers] with [specific problem]. I saw that we both know [mutual connection]—figured I'd reach out.
Worth a 15-min call to see if this makes sense for your business?
If not, no worries—just thought I'd ask.
[Your Name]
[Calendly link]
Response rate: 5-10% (but warmer leads)
Template 3: The Case Study Hook (Best when you have strong proof)
Hey [First Name],
Just wrapped up a project with [client type] where we [specific result].
[Client] was struggling with [problem]. We implemented [solution] and they saw [result] in [timeframe].
Thought it might be relevant for you. Want me to send over the details?
[Your Name]
Real example (ANC):
Hey Wei,
Just helped a Computer Science student at UofT go from idea to $8K MRR in 3 months.
He had a SaaS idea but didn't know where to start. We validated the problem, built an MVP in 6 weeks, and got his first 10 paying customers through cold outreach.
Thought it might be relevant. Want me to send over how we did it?
George
Response rate: 20-35% (highest conversion)
My Actual LinkedIn Results (60-Day Campaign)
ANC Startup School:
- 1,200 connection requests sent (20/day × 60 days)
- 420 connections accepted (35% acceptance rate)
- 105 responses to follow-up (25% response rate)
- 31 discovery calls booked (30% of responders)
- 12 clients signed (39% close rate)
Cost: $0 (LinkedIn Premium was $60/month but not required)
Time: 30 min/day on outreach + 15 hours on discovery calls
Revenue: $24K/month (12 clients × $2K/month)
ROI: Infinite
The Email Outreach Alternative (For Industries That Don't Use LinkedIn)
LinkedIn doesn't work for everyone. Contractors, blue-collar workers, and many local business owners rarely check LinkedIn.
For these audiences, use email. Here's the 3-email sequence that works:
Email 1: The Problem Hook (Day 1)
Subject: [Problem] for [Company Name]?
Hey [First Name],
Quick question: is [specific problem] something you're dealing with right now?
I help [target customers] solve this by [brief description]. Recently worked with [similar company] and they saw [specific result] in [timeframe].
Worth a quick 15-min call to see if it makes sense for you?
[Your Name]
[Calendly link]
P.S. If this isn't relevant, just let me know and I won't bug you again.
Real example (SimpleDirect to contractors):
Subject: Customer financing for roofing projects?
Hey John,
Quick question: are you losing deals because customers can't afford the upfront cost of your projects?
I help roofing contractors close 20-30% more deals by implementing embedded financing solutions. Recently worked with a contractor in Dallas who was losing ~$50K/month in deals. We set up financing, and he's now closing 5-7 more jobs per month.
Worth a quick 15-min call to see if this makes sense for your business?
George
[Calendly link]
P.S. If this isn't relevant, just let me know and I won't follow up.
Response rate: 8-12%
Email 2: The Proof Follow-Up (Day 4)
Subject: Re: [Problem] for [Company Name]?
Hey [First Name],
Following up on my email from Monday.
Not sure if this is relevant, but here's what we did for [similar client]:
- [Problem they had]
- [What we implemented]
- [Result they got]
Took about [timeframe] to set up, and they've been using it for [duration].
If you're dealing with something similar, happy to share how we did it.
[Your Name]
Response rate: 4-8%
Email 3: The Breakup Email (Day 7)
Subject: Last email
Hey [First Name],
I'll keep this short: I haven't heard back, so I'm assuming this isn't a priority right now.
No worries—just didn't want to keep emailing you if it's not relevant.
If anything changes, feel free to reach out. My calendar is always open: [Calendly link]
[Your Name]
Why this works: Breakup emails get the highest response rate because people feel bad for ignoring you.
Response rate: 10-15% (highest of the sequence)
My Actual Email Results (SimpleDirect)
- 200 emails sent to contractors
- Email 1: 20 responses (10%)
- Email 2: 10 responses (5%)
- Email 3: 15 responses (8%)
- Total responses: 45 (22.5% overall)
- Discovery calls booked: 18 (40% of responders)
- Clients signed: 5 (28% of calls)
Cost: $0
Time: 10 hours (writing + sending + follow-up)
Revenue: $10K/month
The Discovery Call: 7 Questions That Close Deals
The discovery call is where you qualify the lead and determine fit. Your goal is NOT to sell on the call—it's to gather information for a proposal.
The 7-Question Framework
Question 1: Context
"Thanks for hopping on. Before we dive in, can you give me a quick overview of what [your company] does?"
Why: Establishes rapport, lets them talk, gives you context.
Question 2: The Problem
"So what's going on right now that made you want to hop on this call?"
Why: Gets them to articulate the problem in their own words. This is gold for your proposal later.
Question 3: Pain Quantification
"Got it. And how much is this costing you right now? Like, in terms of lost revenue, wasted time, or missed opportunities?"
Why: If they can't quantify the pain, they won't pay to solve it.
SimpleDirect example:
- Me: "How much is this costing you right now?"
- Contractor: "Probably $40K-50K a month in lost deals. Maybe more."
- Me (thinking): Okay, I can charge $2K-3K/month and it's still a no-brainer for him.
Question 4: Past Attempts
"Have you tried solving this before? What happened?"
Why: Shows you what didn't work. Also reveals if they're serious or just tire-kickers.
Question 5: Timeline
"If we solve this, when do you need it solved by?"
Why: Urgency = higher close rate. If they say "no rush," they're not serious.
Question 6: Decision-Making
"Who else is involved in this decision? Is it just you, or do you need to run it by anyone else?"
Why: If they need committee approval, your close rate drops to 10%. If it's just them, close rate is 40%+.
Question 7: Budget
"Last question: what's your budget for solving this? Like, ballpark—I'm not trying to pin you down, just want to make sure we're in the same universe."
Why: If they say $500/month and you charge $2K, you're wasting time. If they say $5K-10K, you can charge premium.
Pro tip: Most people won't answer this directly. That's fine. Their body language/hesitation tells you the answer.
The Call Close
After the 7 questions, you'll know if they're a fit.
If they're a fit:
"Okay, this makes sense. Based on what you've shared, I think I can help. Let me put together a quick proposal outlining what we'd do, timeline, and pricing. I'll send it over by [tomorrow/end of week], and we can hop on a quick call to walk through it. Sound good?"
If they're NOT a fit:
"Thanks for sharing all that. To be honest, I don't think I'm the best fit for this. Here's why: [brief explanation]. But I know someone who might be able to help—want me to make an intro?"
Why disqualify: Saves you time. Builds trust (you're not just trying to close everyone). Potential referral source later.
My Discovery Call Stats
SimpleDirect (contractor services):
- Discovery calls: 50+
- Proposals sent: 35 (70% of calls)
- Clients signed: 12 (34% of proposals)
ANC Startup School:
- Discovery calls: 80+
- Proposals sent: 60 (75% of calls)
- Clients signed: 25 (42% of proposals)
Why ANC has higher close rate: More niche, clearer outcomes (idea validation → MVP → first customers), students are highly motivated and know they need help.
The Proposal That Closes (Send Within 24 Hours)
After the discovery call, send a proposal within 24 hours. Here's the exact 5-section structure:
Section 1: The Problem (Their Words)
Based on our conversation, here's what I understand:
- [Problem 1 they mentioned]
- [Problem 2 they mentioned]
- [Problem 3 they mentioned]
This is costing you approximately [quantified cost] per month in [lost revenue/wasted time/missed opportunities].
Why this works: You're repeating their words back to them. Shows you listened and understand their problem.
Section 2: The Solution (What You'll Do)
Here's what I propose:
Phase 1 (Week 1-2):
- [Specific deliverable 1]
- [Specific deliverable 2]
Phase 2 (Week 3-4):
- [Specific deliverable 3]
- [Specific deliverable 4]
Phase 3 (Ongoing):
- [Ongoing support/deliverable]
Pro tip: Break it into phases. Makes it feel less overwhelming and shows you have a plan.
Section 3: The Investment (Pricing + Deliverables)
Monthly Investment: $X,XXX/month
What's included:
- [Deliverable 1]
- [Deliverable 2]
- [Deliverable 3]
- [Weekly check-in calls]
- [Unlimited email support]
Contract: Month-to-month (cancel anytime with 30 days notice)
Why month-to-month: Reduces risk for them. Shows you're confident in delivering value.
Section 4: The ROI (Why It's a No-Brainer)
Based on our conversation, you're currently losing approximately $XX,XXX per month due to [problem].
If we solve this and you capture even 20% of those lost deals, that's $X,XXX/month in additional revenue.
This investment: $X,XXX/month
Potential return: $XX,XXX/month
ROI: X:1 (you make $X for every $1 spent)
Why this works: Makes the math obvious. They can visualize the return.
Section 5: Next Steps (Make It Easy)
If this makes sense, here's what happens next:
1. Sign this proposal (link below)
2. Kickoff call (Week of [date])
3. Start implementation (Week of [date])
[Sign Proposal Button]
Questions? Let's hop on a quick call: [Calendly link]
Tools I use:
- Google Docs (free, simple)
- PandaDoc or Google Doc (free tier for proposals + e-signature)
- Notion (for more complex proposals)
The Follow-Up Sequence (Most Deals Close Here)
80% of deals close after the 3rd-5th touchpoint. If you send the proposal and ghost, you're leaving money on the table.
Follow-Up Timeline:
Day 1: Send proposal
"Hey [Name], here's the proposal we discussed. Let me know if you have any questions. Happy to hop on a quick call to walk through it."
Day 2: Check-in
"Hey [Name], just wanted to make sure you got the proposal. Did you have a chance to look at it?"
Day 4: Questions?
"Hey [Name], any questions on the proposal? I'm around today if you want to hop on a quick call."
Day 7: Breakup
"Hey [Name], I haven't heard back, so I'm assuming this isn't a priority right now. No worries—just didn't want to keep bugging you. If anything changes, feel free to reach out."
Day 14: Final check-in
"Hey [Name], circling back one last time. If timing isn't right, totally understand. Want me to follow up in a month or two?"
The 5 Most Common Mistakes (And How to Avoid Them)
Mistake #1: Vague Connection Requests
Bad:
"Hi John, I'd love to connect. Want to connect?"
Why it fails: Too vague. No reason to care.
Good:
"Hi John, I help roofing contractors close 20-30% more deals through embedded financing. Not pitching—just wanted to connect."
Why it works: Specific outcome, specific audience.
Mistake #2: Pitching Too Early
Bad:
"Hey John, thanks for connecting! I'd love to tell you about our services. Here's a 5-page PDF..."
Why it fails: Nobody wants to be sold to immediately.
Good:
"Hey John, thanks for connecting. Quick question: are you currently dealing with [problem]?"
Why it works: Starts with a question, not a pitch.
Mistake #3: Not Following Up
80% of deals close after the 3rd-5th touchpoint. One message and giving up = leaving money on the table.
Follow-up timeline:
- Message 1: Day 1
- Message 2: Day 4
- Message 3: Day 7
- Message 4 (breakup): Day 14
Mistake #4: Talking About Features Instead of Outcomes
Bad:
"We have a great platform with 15+ lenders integrated, a beautiful dashboard, and real-time analytics..."
Why it fails: Customers don't care about features.
Good:
"We help you close 20-30% more deals by removing the 'I can't afford this upfront' objection."
Why it works: Clear outcome. They can visualize the result.
Mistake #5: Not Disqualifying
Early on, I'd try to close everyone. Big mistake.
Now I disqualify aggressively:
- Budget too low? Pass.
- Timeline too long? Pass.
- Need committee approval? Pass.
Why? My time is limited. I'd rather spend it on 5 qualified leads than 20 unqualified ones.
The 30-Day Action Plan
Here's exactly what to do each week:
Week 1: Foundation
- [ ] Build target list (100 names)
- [ ] Reach out to 20 warm network contacts
- [ ] Start sending 20 LinkedIn connection requests/day
- [ ] Book 3-5 discovery calls
- Goal: 2-3 discovery calls scheduled
Week 2: Volume
- [ ] Continue 20 LinkedIn connections/day
- [ ] Send follow-up messages to all acceptances
- [ ] Conduct discovery calls
- [ ] Send 2-3 proposals
- Goal: 1 client signed
Week 3: Optimization
- [ ] Continue LinkedIn outreach
- [ ] Launch email sequence (if applicable)
- [ ] Follow up on pending proposals
- [ ] Ask first client for referrals
- Goal: 2-3 clients total
Week 4: Scale
- [ ] Continue all outreach
- [ ] Optimize templates based on what's working
- [ ] Book 10+ discovery calls
- [ ] Follow up aggressively on proposals
- Goal: 5 clients total
Your Templates Checklist
Want all the templates in one place? Here's what you should have ready before you start:
✅ LinkedIn connection request (3 variations)
✅ LinkedIn follow-up message (3 templates)
✅ Email outreach sequence (3 emails)
✅ Discovery call script (7 questions)
✅ Proposal template (5 sections)
✅ Follow-up sequence (5 touchpoints)
Want the complete template library? Download the full "Anti-Unicorn Consulting Playbook" with every template, script, and framework mentioned in this guide—completely free in the free e-book.
Final Thoughts: Why This Works
This isn't theory. This is exactly how I:
- Got SimpleDirect from $0 to $24K/month in 60 days
- Signed ANC Startup School's first 25 clients
- Built a sustainable consulting business that funds product development
The beauty of this approach:
- Zero ad spend (just time and hustle)
- Works for any B2B consulting (I've seen it work across industries)
- Compounds over time (clients refer, network grows, reputation builds)
But here's the catch: you have to actually do it.
Most people read this and think "cool, I'll try this next month." Don't be most people.
Your action item: Right now, before you close this tab:
- Open LinkedIn
- Search for 10 target prospects
- Send 5 connection requests using the template above
That's it. Just start.
The first $10K/month in consulting revenue is waiting for you. Go get it.
About the Author: George Pu is the founder of SimpleDirect (embedded financing for contractors) and ANC Ventures (a venture studio helping international students build startups). He's built multiple businesses using the consulting-first model and now teaches other founders how to do the same.
Want to go deeper? Get the full "Anti-Unicorn" playbook with 300+ pages of frameworks, templates, and real case studies at [link].
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