How successful entrepreneurs actually get clients

I spent the whole of 2023 and most of 2024 coaching hundreds of service-based entrepreneurs to help them get more clients and raise their income.

I’ve seen them try to get clients in many different ways, from posting on LinkedIn, applying to online job boards, sending cold emails and DMs, cold calling, and even bringing gifts into the offices of potential clients to pitch their services.

Some even tried their hand at complex marketing funnels and advertising.

But the truth is that 84% of B2B buyers start their purchasing process with a referral.

And yet the vast majority still rely on plain ol’ luck when it comes to getting referred.

Or they think that just doing good work is enough to get referrals.

Getting referred is just like any other sales channel – the more work you put into optimizing it, the better the results.

We’ll dive into exactly how to systemize and optimize it in later lessons, but first let’s talk about the four main differences between a “referral funnel” and any other client-acquisition funnel.

When someone is referred to you, that client already has a built-in level of trust and confidence in your skills. They’ve heard from someone they trust that you can deliver results, which means they’re more likely to hire you faster and with less friction than someone coming in cold. This means that prospects that come via referrals are already pre-sold on you.

You might already know this, but just think about how much easier it is to close a deal with someone who was introduced to you by a previous client versus someone who found you online. That’s the power of trust.

The second main difference is that high-paying clients usually come through referrals. Why? Because people usually refer you to others who are a good match for your services. If your positioning is on point, and if people really understand what you offer, they’re more likely to send people who appreciate your skills and are willing to pay what you’re worth. And so referrals lead to higher-quality clients.

What’s even more important is that referred clients tend to stick around longer, buy more services, and refer even more clients in return. This creates a positive cycle where one successful project can lead to multiple new opportunities. In fact, referral clients are 16% more profitable on average because they have a longer relationship with you and are easier to retain, which means that referrals have a higher lifetime value.

And lastly, imagine how much time you’d save if you didn’t have to hustle for every new client or spend money on ads that may or may not bring in quality leads. With a steady flow of referrals, you spend less time on outreach and more time doing what you love – your actual work. This is because when you build a referral engine for your business, other people do the selling for you. In other words, referral marketing is a leverage for your business, which allows you to put in a little work to bring in many more customers.

Think of referrals as compounding interest for your business. One happy client doesn’t just mean one project – they could lead to three more projects through referrals. And when those new clients refer you to others, the cycle continues to grow.

Why So Many Struggle to Get Regular Referrals

From coaching hundreds of entrepreneurs, I know there are four main reasons why people struggle to get referrals.

1. They don’t add enough window dressing to their service.
2. They’re afraid of asking for referrals.
3. They don’t stay top of mind.
4. They don’t make it easy to get referred.

This means the vast majority rely on luck rather than a system.

The good news? This course is designed to help you overcome these challenges. By the end, you’ll have a referral engine that generates high-quality clients consistently – and you’ll be able to do it without feeling awkward or salesy.

Reflect on Your Current Referral Process

Before you move on to the next lesson, take a few minutes to reflect on your current referral process (if you have one). Ask yourself:

• Do I ask every client for a referral?
• Am I making it easy for my clients to refer me to others?
• How often do I get referred to new clients?
• What are the qualities of my best clients, and how did they find me?

Jot down your answers, as they will help you gauge where you are now and how this course can take you to the next level.

Doing the best job doesn’t get you referrals

Getting referrals isn’t just about delivering great results – it’s about making sure the client feels satisfied with your work.

Lawyers understand this well. That’s why they often add “window dressing” – non-essential details that give the impression they’re going above and beyond for the client. Most of the time, these details don’t actually contribute to the legal merits of the case, but they serve a different purpose; they make it seem as if the lawyer is aggressively defending their client.

If the client loses the case, they’ll judge the lawyer’s performance based on the window dressing. If they were impressed by it, they’re more likely to blame the loss on the judge rather than the lawyer – and that increases the chances of a future referral.

One very important thing to understand is that, in many cases, clients don’t have the technical knowledge or industry experience to judge the quality of your work. They rely on the window dressing to understand how well you did. Did you meet deadlines? Did you communicate effectively? Did you seem to care about their success? These peripheral factors can sometimes outweigh the actual results because they are easier for the client to see and understand.

In fact, many clients assume the core service or product will meet their expectations, and their satisfaction will depend largely on how the experience felt. If the client feels that they were cared for and listened to, they’re more likely to view your work positively – even if the outcome wasn’t perfect.

Let’s break this down and see exactly how to incorporate window dressing into your business.

The Art of Window Dressing

When it comes to creating a referral-worthy experience, it’s not just about delivering results – it’s about enhancing the client’s perception of your work through strategic window dressing. This doesn’t mean you need to overwork yourself. Instead, it’s about emphasizing the aspects of your service that clients notice and value the most.

Let’s break down the formula for effectively incorporating window dressing into your business:

Understand What Your Clients Really Value

Just like a lawyer uses window dressing to lead their client into thinking they’re going above and beyond, you need to identify what your clients perceive as indicators of exceptional service. Most entrepreneurs focus mostly on technical expertise, but your client may value regular communication and hitting deadlines more highly. By understanding and delivering on their priorities, you enhance their overall satisfaction.

That’s why it’s so important that you start any new deal with a conversation about their past experiences. Ask if they’ve worked with other professionals and what they liked or disliked about working with them. This allows you to tailor your window dressing to them.

If a client loved that the previous freelancer/agency always delivered the project ahead of schedule, then your best course of action is to add a few days to your delivery estimate and deliver before the deadline.

Action Step: In your next sales call ask:

• Have you worked with other freelancers or agencies before?
• What did you enjoy or find frustrating about working with them?
• What would make this project a huge success for you?

These questions will help you uncover what your clients truly care about, allowing you to focus your window-dressing efforts where they matter most.

Set Clear Expectations Upfront

One of the simplest forms of window dressing is establishing clear and realistic expectations from the outset. Miscommunication can lead to dissatisfaction, even if your work is technically sound. Being transparent builds trust and sets the stage for exceeding expectations.

There’s a reason smart waiters repeat your order – first, it allows them to double-check if they heard everything correctly, but more importantly, repeating back orders leads to significantly higher tips.

When you set clear expectations upfront, you give your client the opportunity to confirm that you’re both on the same page. This reduces the likelihood of misunderstandings and sets the stage for you to over-deliver. It also builds trust because it demonstrates that you are organized, attentive, and proactive.

At the beginning of each project, restate the key deliverables, timelines, and any other details the client considers important. Use phrases like, “Just to confirm, we’re aligned on delivering X by Y date,” or “Based on our discussion, the most important aspect for you is Z.” This not only reassures the client but gives you a reference point for any future conversations.

Action Step:

• Ask for examples or references of work the client admires.
• Communicate clearly about what’s included in your services, along with timelines and deliverables.
• Confirm understanding by repeating back the scope of work.

Setting clear expectations makes it easier to exceed them, turning straightforward communication into an effective piece of window dressing.

Surprise Them with Unexpected Value

Going above and beyond doesn’t mean you have to overwork yourself – it means adding a little extra something that surprises and delights your clients. This doesn’t have to be a huge effort, but small touches can make a big impact. These “surprises” act as a form of window dressing, showing your commitment to the client’s success.

Why does this matter? Studies show that unexpected positive surprises can significantly increase customer satisfaction. In fact, research conducted by McKinsey found that 70% of buying experiences are based on how the customer feels they are being treated, not just the final outcome. Small, thoughtful touches can have a big impact on the overall experience and drive future referrals.

Examples of Unexpected Value:

• Designers: After delivering the agreed-upon design, include an additional mockup with an alternative layout or a concept they didn’t request but might find useful.
• Copywriters: When sending the final draft, include SEO-optimized meta titles and descriptions, even if it wasn’t part of the initial scope.
• Consultants: After a client call, send a summary of key takeaways and a few additional resources to help them further in areas discussed.

These gestures are like small gifts – unexpected but welcome. They demonstrate that you care about the client’s success, not just about ticking off tasks. Not only do they make your work stand out, but they also elevate the client’s perception of the value you deliver.

Action Step:

• Identify a simple but valuable addition you can provide at no extra cost that would complement your core service. Keep it relevant to the client’s needs, and make sure it’s something that aligns with their goals.
• Think of this as an opportunity to go from fulfilling the contract to leaving a lasting impression.

By regularly offering small, unexpected enhancements, you turn a standard project into a memorable experience. This form of window dressing helps your work feel personalized, thoughtful, and, most importantly, worthy of future referrals.

Maintain Consistent Communication

Imagine this: you hire a freelancer, and you tell them you’re in a bit of a crunch and need the project finished in 14 days at the latest. They confirm they can finish it in that time, and you pay them up-front.

And then … nothing.

They don’t tell you they started working or send you any updates.

If you confirm the project on Monday, by Wednesday or Thursday, you’ll probably start wondering if they have started working on your project yet.

By Monday or Tuesday, you’ll start worrying about whether they’ll hit the deadline. You’ll start thinking about whether to trust them or send a quick email to confirm everything is on track.

In other words, you’re stressing out when two one-sentence emails could have kept you rock solid: 

“Hey, just letting you know I started working on the project.” and “Hey, just letting you know everything is on track.”

Regular updates help your client feel secure and confident in your ability to deliver, and this peace of mind often matters as much as the actual work. When clients don’t hear from you, they may assume the worst, even if everything is on track. By communicating proactively, you take control of the narrative and ease their concerns, which strengthens the relationship and builds trust.

Clients often place as much value on communication as they do on the final product. They want to feel engaged and reassured throughout the process, and consistent communication helps achieve that.

Next Steps: Reflection and Action

1. Reflect on your recent projects. Were there moments when you could have added unexpected value or improved communication? What small changes could have turned a good experience into a great one?
2. Set a schedule for regular updates, even if there’s nothing major to report. A simple email or message to let your clients know that things are progressing smoothly is often enough to keep them happy. For example, you could say:

• “I’ve started on the project, and everything is on track.”
• “We’re about halfway through, and I’ll keep you updated as we progress.”
• “Here’s a quick update: no major issues, but let me know if you have any questions.”

Now that we’ve covered how window dressing lays the groundwork for getting referred, it’s time to jump into how and when to ask for referrals effectively.