5 steps to getting more business from your existing contacts

20th, Mar 2025

Growing your business isn’t just about finding new leads—it’s about maximizing the potential of those you already know. Your existing clients and contacts can become first-time or repeat customers, refer new prospects or connect you with valuable referral sources. But they won’t think of you automatically—you need to stay on their radar. So, how can you turn your network into a steady stream of opportunities?

1. Review and prioritize your contacts. Not all contacts are equally valuable. Organize them into three categories—A, B and C—to help you allocate your time and effort more effectively.

– Bucket A has your most valuable contacts, including loyal clients, strong referral sources and people who genuinely appreciate your work and will recommend you to others. Invest the most time in these relationships. Reconnect regularly (in-person, phone or personal emails), help them when they need it, provide value and ask for referrals/introductions when appropriate.

– Bucket B contacts know you and may recommend you if asked, but they’re not yet your strongest advocates. Educate them about your services, stay top of mind through consistent communication and look for ways to strengthen your relationship.

– Bucket C are people you have a weak or distant connection with. Perhaps you met them at a networking event but haven’t built a relationship yet. Stay connected through bulk email and social media, but don’t spend too much energy on them unless you see potential for deeper engagement.

2. Focus on your messaging. With so many businesses offering similar services, it’s crucial to define and differentiate yourself to your contacts. Highlight your unique selling proposition (why someone should hire or refer you over your competitors) and unique value proposition (how you add value to relationships).

Avoid generic claims like you provide “great client service” or you “care about your clients.” Instead, be specific. Do you have a niche? Offer unique expertise or a different approach or perspective? A clear and compelling message will make it easier for contacts to remember and refer you.

3. Know who you want to target. Who specifically do you want to attract with your marketing and business development? Once you know that, communicate it to your contacts and figure out how they can help you reach those individuals. They may have valuable contacts or have insights into key decision-makers, trends and information sources in your industry or gaps in the market you could fill. Don’t just limit your conversations to getting an introduction. Use their information to refine your messaging and outreach.

4. Use content to stay top of mind. Content marketing helps you educate, engage and remind your contacts of your expertise. Effective content strategies include:

  – Email newsletters. Regular updates keep your name in front of your contacts.

  – Social media. Posting valuable insights allows you to stay visible and relevant.

  – Blogging. Showcases your expertise and improves search engine visibility.

  – Speaking and writing for third parties: Establishes credibility and reaches new audiences.

  – Video marketing: Engages people in an impactful way.

The key is consistency. Regular, high-quality content keeps you on people’s radar, so when they need your services, you’re the first name that comes to mind.

5. Give first, then ask for help. Strong business relationships are built on mutual support. Before asking contacts for referrals, consider how you can help them.

– Make introductions between people who could benefit from knowing each other.

– Share their content to boost their visibility.

– Write them online recommendations or reviews.

– Offer valuable advice in your area of expertise.

By being helpful first, you create goodwill, making people more likely to return the favor.

Don’t overlook the potential within your existing network. Start implementing these strategies to grow your business with less effort and expense than constantly chasing new leads.

If you need help with your marketing, contact us for a consultation.

Tagged: referral marketing