In sports, and in any competitive environment, the teams that step out of their comfort zones by trying new tactics to achieve their goals are the ones who end up winning. Fear of failure prevents many companies from trying new or unconventional ways of selling or growing their business. Some companies may fear losing money or wasting time, or they are comfortable with their stagnant sale process because it is consistent.

The days of solely relying on cold calling, billboards, and post cards for sales have come to an end. Below are some unconventional approaches to building a better pipeline and earning new sales opportunities.

Niche Specific Trade Shows: Thinking outside of the box when it comes to sales can mean taking different routes or attending different events that may seem out of the norm. Whether an agency has developed certain niches or not, there are many opportunities outside of industry events that can turn into leads.

For example if your agency has targeted wedding insurance as a specific niche, attending bridal showcases and wedding expos would be a great spot to find new opportunities. Many couples do not think of the benefits of wedding insurance, and on top of that, you have the opportunity to offer other services that coincide with newlyweds, such as homeowners and life insurance.

Hosting an outing or charity event: Building rapport and credibility within your surrounding community is a path that can lead to new sales opportunities. Although the main purpose of hosting a charity event or outing is to support a cause, your agency is building rapport within the community. In a 2013 study done by Echo Global, 91% of global consumers are more likely to switch to a company who is associated with a good cause. If your agency does not have a cause to support currently, find one that has meaning to you and your staff and begin to build on what will bring the community, and opportunities to sell, together.

Trade shows and hosting your own event are two indirect and unconventional ways to building your pipeline. These two paths are a soft approach to networking and branding your agency, without the direct approach of asking for someone’s business. The market today is too competitive for agencies to feel comfortable with traditional sales tactics. The opportunity to build your pipeline starts with thinking outside of the box.