What is the act of searching for new clients called?

The act of searching for new clients is referred to as prospecting. This term specifically denotes the proactive approach of identifying and reaching out to potential clients to generate new business. In a coaching or fitness context, prospecting involves various techniques such as cold calling, attending events, or utilizing social media to connect with individuals who may benefit from coaching services.

While marketing refers more broadly to all activities that promote a brand or service, and networking pertains to building relationships and connections with individuals within a specific industry, prospecting is particularly focused on the initial stages of client acquisition. Consulting, on the other hand, involves providing expert advice and services to clients who are already engaged rather than seeking new business opportunities. Hence, prospecting effectively captures the essence of actively looking for new clients and engaging with them.