How do I get more clients?
If you're running a service-based business, this question probably pops up in your head at least once a week. And right now, in these challenging times, you can't just sit back and wait for leads to come to you anymore.
The problem is, there are a million different strategies out there for getting more clients. Everyone's telling you to do something different - LinkedIn, networking, Google ads, PR, cold calling. It's overwhelming, and frankly, most of it's rubbish for smaller SMEs.
So let's break this down really simply. Here are the basics I'd recommend you work through, step by step.
Understand Who Your Client Actually Is
This is the step most people skip, and it's costing them clients every single day. You cannot find more clients if you don't know exactly who you're looking for.
I'm not talking about "small businesses" or "companies that need our services." I mean getting really specific:
What size company? (employees, turnover)
What industry or sector?
What's their biggest headache right now?
Who makes the decisions?
What's their budget reality?
Who can you help get the best results?
Quick exercise: Write down the last three clients you absolutely loved working with. What did they have in common? And write down who you know you definitely don’t want to work with. That's your starting point.
Be Really Clear About What Problem You Solve
Once you know who your ideal client is, you need to understand their world. What keeps them awake at 3am? What's costing them money, time, or stress?
Your clients don't buy your service - they buy the outcome. They don't want a new website; they want more enquiries. They don't want consultancy; they want their business to run smoothly.
Get clear on:
What specific problem do you solve?
What's the cost of not solving it?
What does success look like for them?
Articulate It So They Recognise Themselves
This is where most SMEs go wrong. They talk about what they do, not what the client gets.
When your ideal client reads your website, your LinkedIn profile, or hears you at a networking event, they should think: "That's exactly what I need."
Use their language, not yours. If they call it "staff issues," don't say "human capital optimisation." If they're worried about "cash flow," don't talk about "financial restructuring."
Test this: Show your website or LinkedIn profile to someone who doesn't know your business. Can they explain what you do and who you help in 30 seconds?
Make Sure You Can Be Found
Now here's the thing - you need to be where your clients are when they're looking for solutions.
Ask yourself: When your ideal client has the problem you solve, where do they go for help?
Do they search on Google? Then you need to rank well for the terms they use
Are they on LinkedIn? Then that's where you need to be active
Do they go to networking events? Then you should be there too
Do they read industry publications? Then you need to get featured
Do they ask their accountant for recommendations? Then you need to know local accountants
There's no point posting on LinkedIn if your target market isn't there. You might reach potential referral partners (which could be a strategy), but be really clear about who you're talking to.
The key question: Where do your people go when they want to solve the problem you solve, and how can they find you there?
Actively Go Out and Find These People
This is the one most people don't do. It makes them nervous, they try to avoid it, but actually it's typically the best way to get clients.
You can't just wait for people to find you. You need to actively reach out to your ideal clients.
This doesn't mean being pushy or sales-y. It means:
Connecting with ideal clients on LinkedIn and sharing helpful insights
Attending events where they gather and starting genuine conversations
Reaching out through mutual connections
Offering something valuable (a useful report, industry insights, introductions)
The approach that works:
Identify 20 ideal prospects
Find a way to connect (LinkedIn, networking, introductions)
Lead with value, not a sales pitch
Follow up consistently but helpfully
Be patient - relationships take time
There Is No Silver Bullet
If you want more clients, here's the truth: there's no magic solution.
If you have a budget and you're struggling, seek out an expert to point you in the right direction. Investing in that could give you three, five, even ten times your return and save you a lot of time, stress and worry.
If you don't have a budget, then you're going to need to double down. You'll need to do some things that are outside your comfort zone - things that feel hard. There's going to be a lot of trial and error. You need to try different things and see what your audience connects with. You won't always get it right, and that's okay.
Test your messaging on different people. Test different styles of posts and ways of communicating. Try different techniques to get yourself in front of your ideal client. Nothing you do is going to be a failure - you'll learn from everything and get better at honing your technique.
But don't do nothing. Don't sit back and expect leads to come in. They might, but they also might not. And the ones that do might not be the people you really want to work with.
Getting more clients comes down to doing these five things consistently: know exactly who you're targeting, understand their problems inside out, talk their language not yours, be where they look for solutions, and actively reach out with value.
Your next step: Start with step 1. Get really clear on who your ideal client is. Everything else flows from there.
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