Why client acquisition is more difficult today – even though we have more tools than ever before

In the early 1990s, client acquisition wasn't easy, but it was straightforward. You went out, met people, got rejections. But you also enjoyed real conversations. People invested more time and listened to each other. Good ideas had a real chance, and quality was recognized.

Multichannel – or much ado about nothing?

Today, acquisition is a technical construct. LinkedIn, emails, social media, calls – all at the same time. In theory, you can reach more people than ever before. In practice, it's often harder to reach them. People who actually want to talk receive emails, and those who prefer communicating in writing get phone calls. And on top of that, every AI tool tells everyone how easy acquisition is today – honestly?

The belief that the one perfect channel or algorithm exists somewhere is an illusion. There is no blueprint. What works for one person may fall flat with the next.

Successful acquisition breaks patterns – whether as a service provider or as a client. I've won mandates because I didn't follow a standard formula: no pitch, just a real conversation about the challenge. And on the other side: clients who were willing to consider unconventional candidates – especially in pharma and medtech, where market knowledge and procedural understanding often count for more than a perfect CV. And, of course, the right chemistry.

Quality at a special rate?

The fundamental shift lies in who makes the final decision — and the criteria guiding that decision. On one side are stakeholders dealing with practical, real-world challenges; on the other are budget holders primarily driven by financial metrics. As a result, actual needs are often overlooked.

In executive search, this is evident when complex C-level positions are advertised on a performance-based basis. That cannot work. Quality requires time, competence, and responsibility. And yes, it has its price. But in the end it pays off.

Cherry picking or spray and pray

I have encountered two fundamentally different sales approaches. Cherry picking – targeted, prepared, respectful communication. And spray and pray – maximum reach in the hope that something will stick.

AI makes the latter extremely efficient today. But efficiency is no substitute for relationships. That is the focus of cherry picking. The goal is not to close the deal quickly, but to meet again – for the next mandate, in a different role, as a recommendation. This is crucial in recruiting: quality pays off in the long term.

What really counts

Acquisition is not a technique. It is an encounter. Anything else? Much ado about nothing. And you find plenty of it today.

How do you experience client acquisition today? I'm very curious about your perspective.