Create a strong win/win relationship with your client

With the development of new communication tools and new channels for visibility, connecting with your client and building a strong relationship no longer happens in the same way.

Even before your first meeting, your client has likely already “Googled” you. They will already know a lot about you and your company. How can you ensure that the information they find presents you in the best possible light?

Moreover, it has never been easier to share a customer experience, and since people often enjoy a little schadenfreude, bad experiences tend to spread the fastest. To avoid “bad reviews,” we must deliver a great experience at every stage of the relationship and for every client. So, what strategy can we put in place to create a win/win relationship with our client?

1. Introduce yourself and your company

Storytelling is always more effective than listing data without context. The same principle applies when presenting your skills. Simply stating that you have a certain talent rarely convinces a client. However, if you share a moment when you used that talent to solve a problem, advance a project, or achieve a success, your client will better understand your value.

The same goes for your company. Prepare a storytelling approach to showcase it in the best light and to firmly embed its values and convictions in reality. A study showed that 90% of Americans are more likely to trust a brand that champions social or environmental causes. If your company does, highlight it. Share personal anecdotes relevant to your client and avoid repeating the same sales pitch each time—it will bore them quickly.

To build a strong client relationship, show that the relationship itself is your priority: what you offer should help them succeed as much as it helps you—the essence of a win/win deal.

You can also communicate your “excellence paradox”—demonstrating how you combine two seemingly opposing talents. For example, I often describe myself as a “humanist warrior”: on one side, I have engagement, enthusiasm, and action-oriented determination, like a warrior; on the other, my empathy, non-judgmental approach, and strong trust in people make me a humanist. Highlighting the apparent tension between these traits helps differentiate me and effectively showcase my uniqueness. Find your own paradox!

Another consideration for the first client meeting is the location. Choosing an inspiring venue, rather than the usual business lunch or dinner, strengthens your image. This is why I chose to work at Remix, a coworking space in Paris. The large space and design—mixing industrial and warm elements—make it very inspiring for both the Be&Lead team and the clients we meet there.

Finally, present yourself as a whole. Some clients know me only as an individual coach, others only for my collective work, and still others only as a trainer. Communicate (even over-communicate) about all your offerings so clients see the full picture of who you are.

2. Communicate effectively and listen to your client

Meeting a prospect or new client can be stressful, especially if they hold a senior position. Stress can affect your non-verbal communication.

Nervous habits like fidgeting with a pen, tapping on the table, or tapping your foot can distract or irritate your client. Train yourself to notice and eliminate these gestures.

Conversely, an attitude that demonstrates enthusiasm, energy, and determination will reinforce your message. Record yourself occasionally to identify unconscious gestures and replace them with a posture of power: sitting straight, shoulders stable, head upright, hands open, eyes engaged with your client.

Nothing harms a relationship more than feeling unheard. To show attention, echo some of your client’s words or phrases, adapt your language to theirs, and ask them to revisit points they mentioned briefly to demonstrate interest.

Remember, needing these “tricks” to show attention is a sign that our natural listening skills are limited—and the same goes for your client. Keep communication concise and focused!

3. Nurture the client relationship

According to Marketing Metrics, you have a 60–70% chance of making a sale to an existing client versus 5–20% for a new client. Maintaining relationships is therefore crucial. Keep a client file with dates of last meetings to ensure regular follow-up, even if just to check in.

Another way to maintain relationships is by asking for feedback. Cisco does this annually, with clients and salespeople answering questions across several categories and then meeting to discuss results. This keeps everyone engaged and shows the company’s commitment to improving client relationships.

Maintaining a strong client relationship also ensures recommendations. A happy client is likely to recommend you to friends, colleagues, and partners. But studies show bad experiences are more widely shared than good ones: 95% of 1,000 respondents shared a negative experience versus 87% for a positive one. This makes attentiveness and transparency crucial.

It can be tempting to take every potential client, but if a client doesn’t align with you, they may do more harm than good. Telling a potential client, “Our product may not fit your needs; I can recommend a competitor who will better serve you,” does not damage the relationship. Even if they don’t work with you, they know others who might. By showing transparency and prioritizing their satisfaction over profit, you increase the chance of being recommended.