No matter how much technology changes the way agencies prospect, one truth remains: nothing beats a strong referral. The latest Second Wind survey shows that referrals continue to be the number one source of new business for small and midsize agencies. Despite the rise of AI tools, digital outreach, and data-driven targeting, a personal recommendation from someone who knows your work still carries the most weight.
In today’s relationship-driven marketplace, connections are everything. Platforms like LinkedIn make it easier than ever to share insights, exchange recommendations, and make introductions that lead to meaningful business opportunities.
If you are already networking online and in person, the next step is to have a clear process for turning those introductions into real opportunities. Here’s how to move from networking contact to new account win.
Cultivate Referral Sources
Every contact in your network is a potential lead generator. In today’s connected world, referrals are often reciprocal. You share opportunities, introductions, or insights, and goodwill returns your way. Nurture relationships before asking for leads, and give referrals freely when you can. The trust and reputation you build will come back to benefit your agency.
Qualify the Referral
A referral is only as valuable as your criteria say it is. Pre-qualify every referral against your prospect standards such as budget, fit, category, location, and growth potential. (See The Perfect Client for guidance on building a strong qualification process.)
Tag New Referrals as “Hot”
A qualified referral deserves top priority. Do not drop it into your regular prospect rotation. Alert your team that you have a live opportunity and rally the troops. Move quickly while interest and context are fresh.
Research and Investigate the Lead
Do your homework. Study the company’s products, services, competition, marketing strategy, and industry trends. If they are nearby, talk to local contacts who might have insights. Review their social presence, recent press, or job postings to understand where they are investing. Compile what you learn into an internal “intel sheet” so your team can get smart fast.
Call the Prospect to Introduce Yourself
Your referral contact is your door-opener. Use their name. Reference something you have learned through your research to show genuine interest and knowledge. The goal is to secure a meeting, not deliver a pitch on the phone.
At the Meeting, Find the Pain Points
Every business has challenges and opportunities hiding just behind them. Your job is to uncover what is causing the most friction and offer practical, creative solutions. Show that you understand both their pain points and their potential, and position your agency as the partner who can help them move forward.
Grow Your Network Within the Company
As you develop your proposal, use the process to meet additional stakeholders. Ask questions, seek input, and listen carefully. Each conversation can reveal valuable insights that deepen your understanding and improve your recommendations.
Assess Your “Fitness” to Deliver
Be realistic about your agency’s strengths, bandwidth, and expertise. If the prospect’s needs stretch your capabilities, consider strategic partners or freelancers to supplement your team. Winning is only half the battle. Delivering successfully builds long-term relationships.
Attend Industry Events and Trade Shows
Show up where your prospects are. Whether in person or virtual, being present in their professional spaces demonstrates commitment and curiosity. Talk with industry representatives, learn the latest trends, and share relevant insights with the prospect.
Treat the Prospect Like a Client
Think of this as a free demonstration of how your agency works. Create a concise report or summary of your findings tailored to their concerns and share it with the prospect. Ask for a follow-up meeting to review it and discuss your ideas. When that goes well, request time with senior decision-makers to present next steps.
Create a Marketing Plan
Map out how you will take the prospect from where they are now to where they want to be. Be clear about goals, timelines, and measurable outcomes.
Name the Team
Choose the team members who will service the account and introduce them early. Chemistry matters. Make sure your proposed account lead connects well with the client’s key contact, and that agency leadership helps establish confidence from the start.
Ready Your Pitch
Develop and rehearse your presentation until it is pitch-perfect. Anticipate the questions they will ask and prepare thoughtful, specific answers. Keep it visual, engaging, and focused on solutions.
And then…
PITCH TO WIN.
