How to Win New Business (And Keep It): A SME Playbook

Winning new business isn’t just about finding the next client… it’s also about keeping them for the long haul. At Satori Accounting, we understand that whether you’re a consultant, retailer, service provider, or coach, mastering both acquisition and retention is a must. You could have the best offering in your industry, but without a solid system for growth and nurture, opportunities slip through the cracks, along with repeat custom.

In this blog, we’ll explore proven strategies to win new business, delight clients, and build relationships that last. We’ll break down each stage — from attracting leads and closing deals to onboarding, engagement, and upselling — all in practical, jargon-free steps.

1. Building a Reputation That Attracts

Before you can win new business, clients need to find and trust you. Your reputation is the foundation, and here’s how to cement it:

a. Define Your Unique Value Generic marketing says little. Instead, communicate clearly what problem you solve and why your approach stands out. Use real-world examples (“We helped ABC shop boost foot traffic by 30% in 6 weeks”) to make your difference obvious.

b. Optimise Your Online Presence Your website should load quickly, be mobile-friendly, and have clear calls-to-action. Make it easy for potential clients to see why they should work with you. Highlight testimonials, case studies, and your qualifications.

c. Leverage Local SEO & Directories If you're targeting a local audience, optimise for phrases like “plumber near me” or “graphic designer in Bristol.” Use Google Business Profile and local directories — your visibility can directly impact your ability to win new business.

d. Earn Trust Through Content Create genuinely helpful content: how-to guides, free checklists, video explainers. Blogging or posting on LinkedIn builds credibility and helps prospects choose you when they’re ready.

2. Converting Potential Leads into Clients

Once your presence is solid, the next step is turning interest into action.

a. Engage Quickly & Thoughtfully Quick responses matter. Even a simple “Thanks, I’ll get back to you in 24 hours” sets expectations and builds trust. Use templates to save time, but always personalise.

b. Ask Smart Discovery Questions Never sell before you understand needs. Ask open-ended questions like “What’s your biggest challenge right now?” or “What would success look like to you?”

c. Create Tailored Proposals Instead of generic pitches, personalise proposals with timelines, pricing, case studies, and clear next steps.

d. Set Clear Next Steps Always finish conversations with “Here’s what happens next…” Clarity makes clients comfortable and more likely to commit.

3. Onboarding: The Make-or-Break Experience

A smooth onboarding process keeps new clients engaged from day one.

a. Send a Welcome Pack Include contracts, timelines, team introductions, and FAQs to signal efficiency.

b. Have an Onboarding Call Align on objectives, set expectations, and clarify responsibilities.

c. Use Project Management Tools Trello, Asana, or Monday.com can map tasks and timelines. Invite clients to keep them in the loop.

d. Set Communication Standards Clarify availability, email response times, and preferred channels early on.

4. Over-Deliver to Keep Clients Coming Back

Consistency and pleasant surprises build loyalty.

a. Regular Check-Ins Review KPIs monthly or quarterly and offer next-step suggestions.

b. Be Proactive Spot issues before the client does — and fix them.

c. Surprise and Delight Free upgrades, resources, or thoughtful gestures strengthen relationships.

d. Streamline Invoicing & Payments Use tools like Stripe or GoCardless to make payments easy.

5. Scaling Up Through Referrals and Retention

Growth comes from both attracting new clients and keeping existing ones happy.

a. Ask for Testimonials & Reviews Showcase them on your site and social channels.

b. Launch a Referral Programme Reward introductions with discounts, freebies, or commission.

c. Offer Loyalty Perks VIP treatment encourages repeat business.

d. Upsell Thoughtfully When needs grow, suggest add-ons that genuinely benefit them.

6. Learning, Improving, and Sustaining Growth

Keep evolving your approach.

a. Track & Analyse Data Monitor conversion rates, lifetime value, and other KPIs. Tools like Xero, HubSpot, or Google Analytics can help.

b. Gather Client Feedback Surveys and check-ins reveal opportunities to improve.

c. Adjust Your Approach Invest more in what works and drop what doesn’t.

d. Keep Learning Attend training, join peer groups, and stay on top of trends.

e. Outsource What Doesn’t Scale Delegate admin, bookkeeping, and marketing so you can focus on growth.

Looking for proactive accountants who do more than just crunch the numbers? At Satori Accounting, we do exactly that — helping you find, keep, and grow your client base. 📞 Get in touch today — your next business win could start here.