Author: Helen Coston

If have never had quiet times when it comes to paid work, then you’re an exception, not the rule. I just want to get that out there straight away. It’s not how it often get’s hyped on social, but it’s the reality of self-employment.

I know how s**t it can feel to be sat at home and being ghosted, ignored, told projects aren’t going ahead, chasing payments etc. etc. It’s a flipping rollercoaster!

It’s not just you. I promise you that.

However, it’s at times like these when getting creative with different ways can make a huge difference. Maybe you’re doing a lot of these already and my apologies if so! But I wanted to pop this quick blog together to give you x5 simple (ish) ways you can boost your client base.

I have added “ish” because I know in reality they are easier said than done sometimes, not to mention the time that can be involved.

#1 Talk to non-work contacts

I was at football training for my son some time ago and chatting with a fellow mum and friend called Kristie about work. I mentioned I was hoping to get some speaker opportunities soon. Turned out she knew the owner of a local networking group. She kindly put me in touch. I did a talk… and that led to some work.

I would encourage you to think about everyone you know. This could include your wider family, friends, previous work colleagues, people you exercise with, connections from hobbies, local communities, your neighbours, parents at the school gates, etc. Being referred or connected to is a very powerful way of bringing work in, and it may be a network you haven’t yet approached.

Incidentally Kristie is an accountant and when one of my clients asked me for a recommendation, you can guess who I recommended…

#2 Connect with other freelancers

A client of mine called Belinda worked with me last year and connecting with other freelancers slightly outside of her own offering was something we looked at as part of her strategy.

This works extremely well for freelancers, because we can’t usually offer such a diverse range of services as e.g a full-service agency but when a client does want other work we can recommend or buddy up.

She wrote this post which I think beautifully sums up the power of having a network.

Here’s an example: say you’re a freelance content strategist but don’t offer freelance writing services: you could connect with several other writers who don’t offer strategy work and then refer each other according when a client needs these services.

Being recommended takes the heavy-lifting out of it all and the more you do this, the bigger the impact. But remember to give as much as you take! That’s really important.

#3 Start a little something

When things went quiet for me in Covid I started a small community which made me feel great and actually won a lot of work (which I hadn’t predicted at all!).

If things are quiet for you it can be worth thinking about other areas you could diversify into, or small projects outside of your current workload.

Here are a few examples:

• A small paid or free community
• Running a small networking group or free talks
• Volunteer work relating to your business
• Offering free talks or workshops
• Creating a digital product or membership

These don’t have to be income-generators as such, but will all help increase your exposure and often indirectly lead to more work

#4 The pitch sprint

I encourage my clients to go through pitch sprints when things get a little quiet. This involves digging up all contacts, LinkedIn connections, previous projects, people you met at networking months ago etc.etc and going through all of them. Drop them a hello and ask if there’s anything you can do right now.

I worked with one client recently who went through his entire inbox, found 32 names of people he hadn’t contacted in over 2 years and got 2 new projects off the back of it.

An actual sprint (as in a run) is exhausting and a pitch sprint will feel exhausting both mentally and from a time perspective. But if you’ve got a rainy afternoon coming up soon then it can make a difference.

#5 Make a ton of new pals

Your network is your net worth. I think that is the phrase. If times are quiet I’d recommend joining some networking groups, communities, memberships etc. to build up and put some tlc into your network.

This is a really valuable use of time and can also make you feel less s**t than sitting in front of Linkedin and doom scrolling. I appreciate this can feel daunting and if you’re an introvert it’s a massive energy drainer, so please consider what you would feel comfortable with as well.

I know it’s tough out there for so many right now and my thoughts are with you.

Introductory sales calls, in-person visits, writing proposals, creating sales funnels, responding to emails, etc. All these sales activities take time (and therefore money). We therefore want our conversion rates to be as high as possible. I wanted to run through 3 fairly common sales mistakes I see in businesses — and most importantly — how you can fix them.

Common sales mistake #1: Selling too early

If you have ever had a bad experience of being sold to, take a minute to think about the situation and why it felt negative to you. Oftentimes it is because we’re sold to too early in the process, which can feel sleasy or leave a bad taste.

It’s natural to sometimes jump in too quickly through good intentions: we want to help and we’re keen to show how our business can do that. However, it is one of the most common sales mistakes I see.

But to make a recommendation we need to understand the problem or challenge. And without listening first it is very hard to do. It’s super important that you do not rush this part of the sales process. Allow a client plenty of time to talk through their pain points and challenges. This way your customer will feel understood. You will also also build up a strong rapport and understanding of your potential client. This is also a really important time for you to understand if they are a good fit for you!

How you can fix this: Listen first, recommend later. On a call this means letting a client talk before you jump in with your packages and services. On social this could look like asking questions or inviting engagement on a topic.

Common sales mistake #2: Not following up

If you have sent through a proposal or quote it’s perfectly fine to follow up if you don’t hear anything back after a few days.

I have been at the receiving end of a sales call many times and am always surprised how little people follow up with me.

Try to find ways of following up that feel natural to you so that you feel OK about doing it.

Here’s a quick list to get you thinking:

1. Send a LinkedIn connection request a couple of days after the call with a quick note saying you enjoyed the call and would like to connect
2. Drop a quick email just asking if your previous email was received OK
3. Email again a couple of days later. Thank them for their time and that you’re looking forward to hearing back

I was on a podcast with Ask Zoe recently: here’s the link if you’d like to delve into this topic a little more.

Common sales mistake #3: Overwhelm in choice

I took my 7-year-old to a supermarket a couple of months back. He wanted to choose some breakfast cereal. so we went to the aisle and he was faced with shelves that were twice his height and a full aisle long in options.

He turned to me and said “I don’t know.”

It’s natural as a business owner to want to make sure we have the right thing for everyone. But it can actually prohibit sales, simply because the choice is overwhelming.

Personally, I’m quite a big fan of the rule of 3. Having 3 options feels digestible but as though there’s choice.

Examples of how this may work:

“Based on our call my 3 recommended options would be A, B or C”

“My 3 main services are A, B and C”

“Depending on your budget I’d like to recommend A, B or C”

“I have 3 packages which are A, B or C”

How you can fix this: During a sales call or meeting note down on some paper as the client is talking about which 3 options/ prices/ packages you’re going to recommend.

If you’ve got a niggling sales issue in your business why not book in a quick call with me to see if I can help.

Whether you’re a business owner selling in your services to a potential client, or a member of a sales team spending all day with potential customers, body language in sales is everything.

The first thing to remember is that not all communication is verbal. Body language plays a critical role in how you are perceived, how well you can build trust, and ultimately, how successful you will be in closing a deal.

Studies suggest that up to 93% of communication is nonverbal, making body language a powerful, and often underutilized, tool.

Body language includes posture, gestures, facial expressions, eye contact, and even the tone and rhythm of voice. When used effectively, it can reinforce your message, demonstrate confidence, and help establish rapport with potential clients. On the other hand, poor body language—like fidgeting, lack of eye contact, or closed-off posture—can create doubt, mistrust, and discomfort, no matter how polished your pitch may be.

Making eye contact

One of the most important elements of body language in sales is eye contact. Maintaining steady, natural eye contact shows attentiveness, confidence, and sincerity. It helps build a connection with the buyer and shows that you are actively listening. However, overdoing it can be perceived as intimidating, so it’s essential to strike a comfortable balance.

Posture is another key component. Standing or sitting upright with shoulders relaxed and open conveys confidence and openness. Leaning in slightly while the customer is speaking indicates interest and engagement, while crossing your arms or slouching can appear defensive or disinterested.

Mirroring a client’s body language

Mirroring the client’s body language subtly and naturally can also be highly effective. This technique creates subconscious rapport by making the client feel understood and aligned with you. For instance, if a client leans forward or nods, doing the same (in moderation) helps establish harmony in the interaction.

Facial expressions can either reinforce or contradict what you’re saying. A genuine smile conveys warmth, friendliness, and approachability. It puts the client at ease and helps foster a positive emotional connection. Being aware of your expressions and ensuring they align with your words can significantly enhance trust.

Gestures are a great way to add emphasis and clarity to your points. Open-handed gestures, in particular, are perceived as honest and non-threatening. Avoid pointing or overly animated movements, which can be distracting or aggressive.

Quick Tips for Better Sales Body Language:

1. Smile genuinely – It makes you appear friendly and approachable.
2. Use open posture – Avoid crossed arms and face the client directly.
3. Maintain eye contact – About 60-70% of the time is ideal.
4. Use gestures purposefully – Emphasize key points, but don’t overdo it.
5. Mirror your client subtly – Helps create subconscious connection.
6. Nod to show understanding – Encourages the client to keep talking.
7. Practice active listening – Use your body to show you’re engaged (e.g., leaning slightly forward, nodding, keeping your phone away).

Need some help? Check out my B2B Sales training if so.

No matter how experienced you are in business, being ghosted still feels rubbish.  You put the work in, have a great call, send a proposal, and then… nothing. Or you send through a contract, only to be received by complete silence. So, why do clients ghost you? Let’s look at a few things that might be going on behind the scenes, and what you can do to avoid it happening as much.

When I host sales training days for clients it’s an area that comes up a lot – so the first thing to say is that it is not just you!

Why do clients ghost you: possible reasons

A loss of interest

I’ve had lots of calls with potential clients over the years who appear interested, excited or keen to get started during the call. Then they go quiet afterwards and don’t reply back. It’s never easy and it can be very mentally draining.

But one of the main reasons behind ghosting is a loss of interest in what you are offering. If a client came across your services, they may have booked a call or requested information on a whim rather than with serious intent to buy.

On the flip side, I have been in calls in which I don’t think someone is particularly serious and then they do decide to work with me!  

One thing that can help is to try and find out a little more about the client’s situation either before or during the correspondence. Asking questions about their timings, sign-off process, budgets and plans can help you uncover whether someone is a window shopper or more serious.

Poor communication skills

A client may be presenting your services internally, awaiting sign off on a budget, or they may have simply forgotten to follow up with you. This doesn’t mean it’s fair, but being ghosted can be down to poor communication skills on their part.

One technique I go through in sales coaching is around setting the next action with a client. For example, if you’re on a call and the client says they’ll get back to you, you can use questioning techniques to establish when they will get back to you and say that you will follow up on a certain date. Establishing a promise like this can feel harder to ignore.

Avoiding confrontation

If you know a client fairly well, have already build up a strong relationship, or they are a personal connection, being ghosted is still surprisingly common. The reason is often that the client wants to avoid confrontation with someone they know.

Letting people know that you’d rather have a definite answer either way can really help clients feel reassured that if they don’t wish to work with you, then that is perfectly OK.

If you’re feeling brave, you can always pick up the phone and try to get hold of them: this can then lead to a far more honest conversation about what is going on.

Personal issues

Being ghosted naturally makes most people feel annoyed, unappreciated or angry. But it’s also important to remember that people often have personal issues that you may not be aware of, whether that is around their family, finances, relationships, etc. We’re only human after all!

I’d also add that people have different views on how long it should take to reply or get back to you.

Why do clients ghost you: final tips

I doubt anyone can ever eliminate being ghosted entirely but here are a few top tips to leave you with:

• Connect with the client via other channels (e.g. social media) so you have alternative means of contact
• Follow up if you don’t hear back and remember it’s OK to be persistent, particularly when you have invested time in e.g. a proposal
• Establish more about the situation: when is the client looking to make a decision, what is their budget sign-off process, etc. so you have as much background information as you can
• Try to avoid feeling personally attacked and focus on professional and polite communication

I specialise in helping my clients build a steady stream of clients and how to get more clients is the number one challenge that many business owners face. I have a long background in new business development and sales before I became a sales and business trainer and coach.

In this article I’m going to work through a few key points I think any business owner needs to address.

How to get more clients: who do you want as a client?

This might seem like a really obvious question, but when I ask people to answer this question their response is often quite vague.

People sometimes say “a marketing manager in a tech firm” or “a business owner”. The problem with this is that there are millions of business owners in the UK, and thousands of tech firms!

I’d try to dig much deeper than this and ask yourself more about what their responsibilities are, what topics they’re interested in, and how your business could help them. Knowing exactly who your clients are makes winning their business much easier!

What are you doing at the moment?

A common belief among new business owners and freelancers is that posting a few times on social media will suddenly land them a mountain of new business. Unfortunately, social media sites have become very busy and it’s increasingly hard to stand out from the crowd.

While I’m not dismissing the role of social at all – in fact I think it’s vital for most of us – I do think a more proactive approach is required.

This could take the form of networking, cold contacting, hosting masterclasses, or other outbound approaches. It goes back to who your clients are and what they would find the most valuable.

Where will they be?

If you know your target audience attends a certain event or meet-up I would recommend you go! Or, If you know your audience tends to search online for your service, it’s probably worth investing in a decent website. I cannot emphasise enough how important it is to research your target audience, rather than just make assumptions

What do you know so far?

If you’re asking the question how to get more clients, I’m guessing you’ve already had some. If so, it’s well worth tracking where past and present clients came from and doing more of what works.

For example, if a client found you through LinkedIn, you know that what you are doing there works to at least some extend, and you should probably continue to invest your time in the platform. If all your clients have found you through Google, then continue to build your website SEO performance.

Sales skills

Having clients requires the ability to sell. Most people hate the idea of selling, but if you want clients you will have to be able to sell yourself. As an online sales coach, I help small business owners learn how to sell and the results have an enormous impact on their bottom line.

If you feel uncomfortable about selling I’d recommend investing in some sales coaching or guidance in how you can do this. This isn’t a skillset you’re born with – It really is possible to learn and win more clients as a result!

Confidence in yourself to present your business will have a dramatic impact on how to get more clients.