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How to find new clients when you’re used to getting most of your deals from Salesforce...

Updated: Oct 31, 2023

...or ServiceNow, or AWS or whatever tech firms you specialize in

Salesforce has sold a lot of licenses, to a lot of companies, over the years. Even though deals for new licensing have slowed this year across so much of the tech space, it certainly doesn’t mean there isn’t work for consulting partners—it just means you have to get creative when it comes to creating opportunities. Instead of getting all of your clients from Salesforce AEs, if you want to remain relevant you have to look for other ways to drum up business to improve your margins, boost utilization, and keep your company growing. Wondering how to put this into practice? Here are some can’t miss tactics:

Networking: Meeting people and developing relationships is the best way to build trust and grow your business. Locating those opportunities can feel overwhelming, but the key is to find your niche. A good idea is to start local. Most companies forget to look for work in their own backyard. If you’ve got experience in a particular industry, seek out relevant trade groups or associations. Take the time to attend meetings, volunteer, present sessions and even sponsor events. The person you share a coffee with could become your next client.

Like most large tech companies, Salesforce spends most of its time selling and marketing in their top markets and Big Bets they want to expand into. If you are lucky enough to live in an area that ISN’T a top market, there is room to make a name for your firm as a local Salesforce expert without competing with Salesforce marketing and events (not to mention the larger number of Salesforce partners that are in these more competitive markets).


Ask For Referrals: Don’t underestimate the value of a happy customer. While current and past clients are key resources for case studies, references and testimonials, when is the last time you asked for a referral? It’s important to be specific in your referral request. Don’t just ask if they know someone who could use your services—instead, inquire if they have colleagues that share similar pain points. From larger companies, ask for referrals into other business units or leaders who face the same issues.


Attend Conferences: Let’s face it: while there’s value in attending Dreamforce, it’s probably not going to get you new customers. But, with a little bit of research you’ll be able to find thousands of conferences that host the kind of people who need your expertise. This is especially true if you focus in a particular industry and solve specific business problems for companies in that industry.


Marketplace: There are many review-based marketplaces—G2, Clutch, heck, even Salesforce AppExchange. Make sure you invest the time and resources in improving your listing and making sure it’s focused on your clear differentiators.

Want more ideas on how to grow your client list and your practice?


Let’s connect, or reach out to me here on LinkedIn.

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