E53 From Feast or Famine to 8-10 Prospect Calls Per Week | David Penny

In this episode of Thriving Through, AJ sits down with David Penny, a job search coach who transformed his consulting practice from inconsistent client flow to averaging 8-10 prospect calls per week using systematic LinkedIn prospecting strategies. David shares his journey from corporate HR professional to self-employed consultant, including his decision to invest in business coaching despite early revenue pressure and the exact LinkedIn system that generates a 45% connection acceptance rate and 35% response rate.

What You'll Learn

How to build a systematic LinkedIn prospecting system that generates consistent leads for consulting services
The 5-message customized cadence that achieves 35% response rates (and why the 4th or 5th message often gets the reply)
Why LinkedIn Recruiter combined with a CRM creates a powerful lead generation machine for consultants
The "easy lift, high reward vs. heavy lift, low result" framework for prioritizing time as a solo consultant
When to invest in business coaching as an early-stage consultant (and how to choose the right coach)
How to transition from content marketing to direct outreach for faster results
The metrics that matter: tracking connection acceptance rates, response rates, and call conversion
Key Topics & Timestamps

David's Background & Transition to Consulting (00:00 - 08:00)

15 years in corporate talent acquisition and recruiting
The layoff that sparked his entrepreneurial journey
Why he shifted focus from building teams to one-on-one coaching
Ideal Client Evolution & Market Focus (08:00 - 15:00)

How David narrowed from multiple target markets to corporate professionals
Working with employed professionals in their job search (10-20 years experience)
The challenge of running a job search while working 40-60 hour weeks
LinkedIn Prospecting System Deep Dive (15:00 - 35:00)

Using LinkedIn Recruiter to identify prospects showing job search signals
The 5-message customized outreach sequence that drives results
45% connection acceptance rate and 35% response rate metrics
Integration with Pipedrive CRM using LinkedIn's Surf feature
Why customization beats automation for relationship-building
Content vs. Direct Marketing Strategy (35:00 - 40:00)

Why David shifted away from heavy content creation (daily posts, newsletters)
Content as credibility vs. content as lead generation
The "phishing vs. hunting" analogy for marketing approaches
Business Coaching Investment Decision (40:00 - 50:00)

Investing in First 10 Founders Hub despite early revenue pressure
The importance of process, systems, and community for new consultants
When to invest vs. when to bootstrap as a consultant
Time Management & Prioritization (50:00 - 60:00)

Revenue-generating activities vs. learning new skills
The "easy lift, high reward vs. heavy lift, low result" decision framework
When to outsource vs. when to learn (SEO, website optimization example)
Results & Future Vision (60:00 - End)

8 clients accepted new offers since March
Averaging 8 clients on ongoing basis with mix of short and long-term engagements
Lifestyle entrepreneur approach vs. generational business building
Resources Mentioned

LinkedIn Recruiter for prospecting
Pipedrive CRM for lead management
LinkedIn Surf feature for CRM integration
First 10 Founders Hub business coaching program
James Wedmore's revenue-generating activities concept
Key Quotes

"You don't know what you don't know, and so I think even where we had originally connected was the idea of a business coach, and that was something that... not needing to necessarily reinvent the wheel on all of this."

"It's usually those individuals... it's amazing to me how many times it's that fourth or fifth message that I'm getting that next response."

"Is it easy lift, high reward, or is it going to be a heavy lift for a low result?"

Guest Bio

David Penny is a job search coach who helps corporate professionals in their mid-careers navigate successful job searches while employed. With 15 years of experience in talent acquisition and recruiting, David brings an insider's perspective to the job search process. He specializes in systematic LinkedIn strategies and post-application follow-up techniques that help clients stand out in today's competitive job market. Since launching his practice in January 2025, David has helped 8 clients accept new offers and maintains an average of 8-10 prospect consultations per week.

Connect with David Penny on LinkedIn:   / david-penny-14686021