While there is not a magic bullet that applies to every business, the best way I've found to win new business is to:
1. Convert strangers to friends
2. Convert friends into fans
3. Get your fans to talk about you to their friends (who are strangers to you before that conversation)
4. Rinse and repeat
You can replace the word stranger with prospect and friend with customer, if you must, but I wouldn't recommend using that language as it will affect the way you treat PEOPLE.