The client you’re chasing is someone you’ve already helped.
Last week I had the pleasure of attending Sun Yi’s storytelling workshop in London. After four hours in a room, we all headed out for lunch with Sun and Gigi—and had a blast. As I was talking to Sun about how he started his agency, he explained that he’d done a freelancing gig where he didn’t make any money at all, but spent eight months building their website. That work was so exceptional, it earned him a referral—to the person who became his first proper agency client.
Two other things happened that drove this home. First, I called one of my best friends. While chatting about work, she asked where I was finding these clients I’m working with now. The answer? Every time: someone spoke to someone, and I was brought in to solve a problem. Directly or indirectly, every client came from my network.
Then, as I coached a few clients last week, the same pattern kept emerging: these brilliant women kept asking, “But who would buy this?”—while ignoring the three or four warm leads already sitting right in front of them.
It got me thinking. You’re not starting from scratch. You’re sitting on a goldmine—and it’s called your network.
Quote of the Week
“Your most valuable asset isn’t your time. It’s your trusted relationships.”
Whitney Johnson
The 20-Client Lens: Why Your Network Is More Valuable Than You Think
Most women I coach don’t have a marketing problem—they have a memory gap.
They often say: I need to grow my audience to get my first consulting client.
I disagree. You don’t need an audience at all.
If you’ve spent a decade or more in corporate, you have at least 20 warm professional relationships you’re underestimating—or ignoring.
People you:
- Solved a sticky project for
- Stayed late to help meet a deadline
- Made look good in front of the board
- Coached unofficially through their promotion
Those people already trust you.
They’ve seen you operate under pressure. They’ve benefitted from your brain. They just need to know what you’re offering now. And how to say yes.
This is context-rich reconnection—not cold outreach.
You’re not launching a brand into the void.
You’re reconnecting with humans you’ve already delivered results for.
Why pitch cold when your reputation is already warm?
You don’t have to chase strangers online. You have a ready-made pool of credibility—just waiting to be tapped with clarity and confidence.
You just need to look at your network with a totally different perspective.
How to Spot 5 Clients in Your Network This Week
Here’s the lens I use with clients when we audit their network:
1. Run the ‘Results Rolodex’
Make a list of 10 projects where you made a measurable impact. Big launch? Culture shift? Revenue rescue? Write down who benefited.
2. Identify the Decision-Makers & Cheerleaders
In every win, there’s a budget-holder and a backer. One could hire you. One could refer you. Find them both.
3. Use the “What Would You Pay Me For?” Script
Message five former colleagues:
“I’m exploring consulting. If I offered a service based on what you saw me do best—what would you pay me for?”
You’ll get gold. And maybe a client.
4. Reframe the Outreach
Instead of “Hi, please buy my thing,” say:
“Hey—I’ve launched a consulting offer. It helps [X clients] solve [Y problem]. If anyone in your world needs this, I’d love an intro.”
That’s it. No selling. Just signals.
Own It
I get it: sales can feel gross.
But this isn’t that. This is telling the truth to people who already trust you.
You’re not pitching strangers. You’re circling back to people who’ve seen you in action—who already know you deliver.
They just don’t know what you’re offering now.
So let them know.
You’ve already earned their trust. Now it’s time to turn that into traction.
This Week’s Action Plan
- Book your 1:1 Client Clarity Call
- Write down 10 people who’ve seen you do your best work
- Send 5 “What would you pay me for?” messages
- Follow up with 3 allies who’ve referred you in the past (or could now)
Less hustle, more leverage.
Claudia
