If your new client strategy isn’t working, here’s why.
It’s just not the right strategy for you.
Stop listening to the “gurus” who make you feel like you’re doing it all wrong.
There are hundreds of ways to win new business.
And 99% of them work… in the right scenario.
Just not all for you.
If you’re tired of chopping and changing your BD strategies, this is for you.
Let’s put this in perspective…
Two things can be true at once.
Yes, there are millionaire billers who swear by cold calling.
But if you break out in a sweat just thinking about it, that’s never going to be your go to.
Cold email? Some crush it, for others it’s crickets.
LinkedIn DMs. I’ve got clients getting incredible results and others who just can’t make it click.
Newsletters. I heard a marketing expert say the other day, newsletters are dead. Maybe for him! I get inquiries every time I send one.
So what’s the real difference between what works and what doesn’t?
- You actually know how to run it properly.
- It fits you, so you keep doing it.
- You do it consistently, enough for momentum to kick in.
Let’s find what’s right for you
Why not rate each of the below from 1–10 as you read.
By the end, you’ll know which strategies deserve your focus and which to avoid..
1️⃣ Cold calling. Opens doors fast. But it’s a volume game and not scalable.
2️⃣ Warm calling. Reach out with value first (salary guides, referrals, post engagement). Converts 30–40% better than cold. Takes a bit more prep, but worth it.
3️⃣ Partnerships. Team up with HR, tech or training providers who serve your market. Credibility by association.
4️⃣ Podcast or video series. Interview the kind of clients you actually want to work with. Builds trust, positions you as the expert.
5️⃣ Lead magnets. Salary guides, hiring audits, market trends. Works brilliantly if it’s specific and genuinely useful. Generic = invisible.
6️⃣ Events (live or online). Few things build trust faster. A great content multiplier too. Just plan for the tech gremlins.
7️⃣ LinkedIn DMs. One of the best strategies when it’s personal and human. You land as a bot until you can prove otherwise.
8️⃣ Leverage your existing assets. Your database, contacts, and past clients are an untapped goldmine. Asset decay can hold you back.
9️⃣ Referrals. Still the easiest, highest-converting strategy on the list. Ask consistently, not occasionally.
1️⃣0️⃣ Email automations. Scalable and high ROI when your data’s clean. Great for staying front-of-mind without chasing.
1️⃣1️⃣ References as BD. You know this one. You’ve already got them on the phone. It’s a natural moment to open a conversation. Just don’t rely on it alone.
1️⃣2️⃣ Conferences. Costly, but high impact if you’re intentional. Proximity creates opportunity.
1️⃣3️⃣ Build a community. Bring leaders in your niche together. Slower burn but long-term authority play.
1️⃣4️⃣ Account-based marketing. Target big accounts with precision. Brilliant for retained or PSL/PSA work, but resource-heavy.
1️⃣5️⃣ Automation tools (Dripify etc). Great time saver in volume markets. But, if you’re in a niche, it can do more harm than good.
Here’s the punchline.
Every single one of these can work. I’ve seen them all do it.
→ The strategy is just the start.
→ It’s the fit for you and how you execute it that makes all the difference.
→ Why not pick one or two that feel natural to you and go all in.
→ Then, when they’re embedded, layer more on top.
That’s when momentum builds and growth compounds.
DM → Event invite
Reference → Referral
Lead Magnet → Warm call.
Doesn’t that feel like a better way to decide?
The goal is simple:
Make client attraction feel easy, repeatable and totally you.
If you want help choosing your winning strategy. Hit reply and tell me where you’re stuck.
3 More To See
Turning cold calls into warm calls (a sneak preview in to Growth Club training).
If you’re in Growth Club, pop along later this week and get your LinkedIn profile reviewed. (Not a member? Join us here).
How to get more retained business.
Have a great week!
BK
