The Real Secret to Winning Clients in Professional Services: It's About Relating
By Mitchell Schuckman, PCC | Founder, The Schuckman Group LLC
When you’re starting out in any professional services business, whether it’s coaching, law, or consulting, it’s easy to get caught up in trying to sell yourself. You feel the pressure: you need clients, you need the next sale, and you need it now. So you put yourself out there, share your qualifications, pitch your services, and hope someone bites. I sincerely believe the real key to success isn’t about pushing a service or closing a deal. It’s about relating deeply and authentically with your clients.
The Mistake New Professionals Make: Pitching Before Listening
A few weeks ago, I had a conversation with an executive coach who had just completed their certification. They had spent years learning, practicing, gaining relevant experiences and building the right skills. They were excited to get started, confident in their qualifications, but something wasn’t clicking. When I asked them to practice their pitch on me, they immediately focused on telling me how qualified they were, describing their service offerings, and sharing their pricing packages. They never asked me anything about me, my challenges, or my needs. Instead of engaging in a conversation, they jumped straight into “the pitch.”
This is a common mistake I see in entrepreneurs starting out. The temptation to show how good you are can be overwhelming, but the real skill lies in how well you can listen, understand, and relate. If you don’t understand your client’s needs or concerns, it’s impossible to show them you understand and can help. By taking time to understand, you can offer a solution that actually fits the client’s requirements. This applies to any field, whether you’re in coaching, law, accounting, or marketing. To truly serve your clients, you have to connect first. Only then can you begin to provide value that truly resonates.
The Shift That Changes Everything: From Selling to Building Relationships
I told the executive coach to slow down. It wasn’t about selling at that moment, it was about connecting. Instead of focusing on closing the deal, I encouraged them to ask questions that would help them understand their potential client better. What do they need? What challenges are they dealing with? What would a great result look and feel like? When you listen and ask the right questions, you begin to build trust and show you care about solving their problems.
This approach applies to any entrepreneurial venture. The sales process often takes time, and that’s okay. It’s about building rapport over several conversations, emails, and touchpoints. The best professionals understand that you don’t rush. You stay in touch, follow up, share valuable content, and gradually build trust. Position yourself as a resource, not someone just trying to close a sale.
Building relationships means connecting with your clients at multiple touchpoints. It’s about sending them relevant articles, offering timely insights, or sharing a podcast that might address their pain points. Sometimes it’s as simple as checking in, saying, “I was thinking about you and found this article that might be helpful.” It’s not about selling, it’s about staying top of mind by offering consistent value.
Pricing Awareness: Flexibility Meets Strategy
Another important aspect of building long-term relationships is knowing how to price your services. Pricing is about understanding your value and being flexible based on the situation.
For many new entrepreneurs, pricing can be intimidating. But pricing doesn’t have to be one size fits all. What works for one client may not work for another, and that’s fine. Having a flexible pricing strategy allows you to meet clients where they are, whether they’re ready to invest in premium services or need something more affordable.
The key is to make sure you’re still meeting your minimum expectations while being open to what the client can afford. This creates a win-win scenario where both you and your client feel good about the exchange. Flexibility doesn’t mean lowering your rates across the board; it means adjusting your offer to fit the client’s situation. For example, a higher-budget client might be a great fit for your premium services, while a new business or an early-career person might benefit from a more affordable option.
This is a strategic approach. It allows you to maintain your value while meeting your clients’ needs and budgets.
The Outcome: A Stronger Pipeline, Referrals, and Business Growth
When you shift your mindset from “selling” to “relating,” something powerful happens. You start to build trust, which leads to more business. A client who feels heard and understood is much more likely to become a long-term business relationship. Even if they don’t buy right away, they may refer you to someone else or keep you in mind for future opportunities.
The true benefit here is not just making a sale, it’s about building a business that lasts. Each relationship you nurture is a stepping stone to more opportunities. The more relationships you build, the more your network grows, and the more clients you attract. This doesn’t happen through hard pitches, it happens through consistent, authentic relationship-building.
When you relate to your clients, you’re not just selling a service. You’re creating a connection that turns into a loyal client base, meaningful referrals, and continuous business growth. That’s the kind of foundation every entrepreneurial business should be built on.
I’ve seen this firsthand in my own business. By focusing on building authentic relationships over time, I’ve seen a steady flow of opportunities come my way. Clients who didn’t initially have the budget for coaching or consulting came back as repeat clients as their businesses grew. Some even referred me to others who needed what I offered. Relating builds trust, and trust builds business growth.
Relating Is the Long-Term Game That Pays Off
In the end, professional services sales are about people, not packages. It’s about listening, understanding, and meeting your clients where they are. If you approach every conversation with that mindset, you’ll build a business grounded in trust, value, and long-term relationships.
Selling is a long game. It’s about showing up, listening, and offering value consistently. As you build that trust, your business will thrive.