Step 1: Initial Contact – Building Rapport

Every relationship starts with a conversation. The goal of the initial contact is simple: build rapport and establish trust. Forget about pitching your services right away. Instead, focus on understanding the person in front of you.

How to Build Rapport:

Ask Open-Ended Questions: Encourage your prospect to share their story. Questions like, “What inspired you to start this business?” or “What would you improve about your industry?” can open the door to meaningful dialogue.

Keep It Organic: Don’t rush into business topics. Instead, show genuine interest in their journey, challenges, and passions. This approach not only builds trust but often uncovers valuable insights you can use later.

End with a Casual Follow-Up: If the conversation goes well, suggest meeting again over coffee or lunch. Keep the tone light and friendly—this isn’t the time for a hard sell.

Building rapport lays the foundation for a relationship, ensuring your prospect sees you as a trusted advisor rather than just another salesperson.

Step 2: Schedule a Follow-Up and Gather Insights

Once you’ve established rapport, the next step is to follow up quickly and effectively. This is where your professionalism and reliability shine.

Best Practices for Follow-Up:

Follow Up Within 24 Hours: Send a personalized email thanking them for the conversation.

Use a template like this:

Subject: Great Meeting You at [Location]!

Message Body:
Good [morning/afternoon/evening], [Name],
It was a pleasure meeting you today at [location]. I really enjoyed our conversation and would love to continue it over lunch or coffee. I also wanted to invite you to [event] on [date] at [time]—it’s a fantastic opportunity to [value of event].
Looking forward to connecting again!
Best regards,
[Your Name]

Identify Opportunities: Use tools like the B.A.N.K. model to assess your prospect’s values (Knowledge, Action, Blueprint, or Nurturing) and tailor your following conversation to resonate with their priorities.

Invite to Events: Consider inviting your prospect to professional gatherings like Chamber of Commerce meetings or industry seminars. These events create a low-pressure environment to deepen your connection.

Step 3: Review and Customize Solutions

It’s time to prepare before your next meeting. This step is where you transition from relationship-building to problem-solving.

The PCBS Approach:

Problem: Identify the client’s key challenges. What issues are they facing in their industry or operations?

Cause: Dig deeper to understand the root causes of these challenges.

Benefit: Outline how solving these problems could positively impact their business.

Solution: Present your services as the bridge between their pain points and desired outcomes.

For example, if a client struggles with managing their social media presence, highlight how your team can create and execute a strategy that improves engagement and drives sales.

Step 4: Walk Through Solutions with the Client

The consultation meeting is your chance to shine. Rather than pitching, focus on educating and teaching. This consultative approach builds trust and positions you as a partner in their success.

How to Walk Through Solutions:

Start with Empathy: Revisit the challenges they shared earlier. For example, “As we discussed, managing your online presence has been a pain point.”

Offer Ideas, Not Products: Present insights and strategies that address their pain points, even if they don’t involve your services directly. Teaching builds loyalty and trust.

Showcase Value: When discussing your services, tie them directly to the client’s needs. Explain how they’ll improve efficiency, save time, or drive revenue.

Step 5: Close the Deal and Build Referrals

At this point, you’ve worked hard to build rapport, understand needs, and present solutions. Closing the deal should feel like a natural next step.

Scenario A: They Say Yes

Express Gratitude: Thank the client for their trust and outline the next steps for implementation.

Ask for Referrals: Once the client understands your value, ask them to introduce you to 3–5 others who might benefit from your services. A simple ask can lead to a strong pipeline of warm leads.

Scenario B: They Pass

Stay Positive: If they’re not ready to move forward, thank them for their time and ask if they know anyone else who could benefit from your services. Even a “no” can turn into a valuable referral.

Beyond the Close: Ongoing Client Development

Closing a deal is just the beginning. To build long-term relationships, assign a Portfolio Relationship Ambassador who focuses on ongoing client success. Their role is to:

Monitor client satisfaction

Identify new opportunities for growth

Serve as a liaison for any additional needs

This proactive approach ensures your clients feel valued and supported, increasing retention and the likelihood of referrals.

Closing Parable: The Farmer and the Soil

Imagine a farmer planting seeds in different fields. In one field, the soil is rocky, dry, and untended. In another, the soil has been nurtured, fertilized, and carefully prepared. The farmer scatters the same seeds in both fields. Over time, the first field produces only a handful of weak crops, while the second overflows with a rich harvest.

The same is true in business relationships. The seeds of success—your ideas and solutions—will only grow if you’ve taken the time to prepare the soil. Building rapport, understanding your client’s needs, and presenting customized solutions create fertile ground for trust and growth.

As you follow this framework, remember that every step is an investment in the relationship. By focusing on your client’s success, you’ll cultivate loyalty, build strong networks, and harvest opportunities far beyond a single deal.