Stop Looking for New People. Start with the People Who Already Know You.
- by Jackie Jarvis The Walking Business Coach
The Low-Hanging Fruit Every Executive Coach Should Be Picking
One of the biggest mistakes I see newly qualified executive coaches make is believing they need to constantly find new people to market to.
More networking. More LinkedIn connections. More cold outreach. More followers.
Whilst all of those things have their place, they often distract you from the easiest business development opportunity sitting right in front of you.
Your existing network.
Your low-hanging fruit.
These are the people who already know you, like you and probably trust you.
Former colleagues. Managers you've worked for. Clients from previous roles. Suppliers. Professional contacts. Friends. People you've met through networking. People you've stayed in touch with over the years.
They're already in your world.
The question is…
Do they know what you do now?
Business Development Doesn't Always Mean Finding New People
Many executive coaches spend hours trying to grow their network when they haven't fully explored the value of the one they already have.
Think about it.
People are far more likely to introduce someone they already know than someone they've only just connected with on LinkedIn.
Trust takes time.
Relationships take time.
That's why your existing contacts are often your quickest route to your first coaching clients.
Not because they'll all buy coaching.
But because they'll often know someone who will.
Your Network Isn't a List. It's a Community.
When you look at your contacts differently, something changes.
Instead of seeing names in Outlook or LinkedIn…
You start seeing people.
People changing jobs.
People getting promoted.
People leading teams.
People facing challenges.
People who know other people.
Every one of those relationships has potential.
Not because you're trying to sell to them.
But because you're staying connected.
Think Breadcrumbs, Not Brochures
One of my favourite business development concepts is what I call breadcrumbing.
Imagine you're walking through a woodland.
You don't drop one huge loaf of bread and hope someone notices it.
You leave small breadcrumbs along the path.
Little reminders that you're there.
That's exactly how relationship marketing works.
A thoughtful LinkedIn post.
A congratulations message when someone gets promoted.
Sharing an article they might find useful.
Commenting on their latest update.
Sending a quick email saying, "I saw this and thought of you."
Checking in after a few months.
Inviting them for a coffee or a walk.
Each interaction is a breadcrumb.
Small.
Natural.
Helpful.
Never pushy.
Over time those breadcrumbs create familiarity.
They reinforce credibility.
They build trust.
And when someone they know needs an executive coach...
Guess who comes to mind?
Stay Visible Without Feeling Salesy
Many coaches worry about coming across as self-promotional.
The good news is…
You don't need to keep telling people you're a coach.
Instead, demonstrate how you think.
Share your observations about leadership.
Offer practical insights.
Ask thoughtful questions.
Tell stories.
Celebrate client successes (without breaking confidentiality).
Share lessons you've learned.
Become known for being useful.
People rarely remember someone because they repeatedly announced what they do.
They remember how that person made them think.
Your Next Client May Already Be Two Conversations Away
One of the reasons networking works so well is because opportunities often come through second or third connections.
Someone remembers you.
Someone recommends you.
Someone forwards your article.
Someone mentions your name in a meeting.
That doesn't happen because you sent one sales message.
It happens because you've consistently stayed in touch over time.
Business development is rarely one big moment.
It's lots of little moments.
A Simple Low-Hanging Fruit Exercise
Take 30 minutes this week.
Write down the names of 30 people you've worked with over the years.
Ask yourself:
- Who have I not spoken to for a while?
- Who has recently changed roles?
- Who leads teams?
- Who might benefit from coaching?
- Who is well connected?
- Who could simply be good to reconnect with?
Now don't send them a sales message.
Just reconnect.
Be interested.
Ask how they're doing.
Start the conversation.
You may be surprised where it leads.
One Last Thought
Business development doesn't have to feel uncomfortable.
The best opportunities often don't come from chasing strangers.
They come from nurturing relationships you've already built.
So before you spend another hour trying to find new people…
Look down.
The low-hanging fruit may already be within reach.
And remember, every small conversation, thoughtful comment, helpful introduction or shared insight is another breadcrumb.
Keep leaving them.
One day, they'll lead someone straight to you.
Next step
If you have recently qualified as a Coach and want to explore gaining some Strategic Business Development Coaching and Mentoring to help you make the most of your current contacts, please book an initial complimentary clarity call.
