
4 Conversations That Generate Clients, Trust and Clarity

4 Client-Generating Conversations That Build Trust and Grow Your Business
Most business owners I know (and I know a lot) over-focus on 1:Many marketing strategies instead of leveraging 1:1 conversations that generate clients, clarity, and trust.
I think this is a huge mistake.
These days, with the proliferation of content on social media, reaching people organically and meaningfully through posts has become something of an impossible task.
It makes sense that business owners who prioritise building relationships and having meaningful conversations are much more likely to be getting new clients and business growth opportunities than those shouting into the void on social. Yet still, so few people make it a priority.
Years ago, when I first created my life coaching business and hired my first business coach, he used to say to me: “No client is created outside of a conversation.” And so my weekly homework from our sessions was to have more conversations. As a result, my business grew faster than every other woman on my Life Coaching training program. So much so that several of them hired me to help them grow their coaching businesses.
And it makes sense. If you are a coach or other type of service-based business owner who works with clients 1:1 over a number of months or even years, you don’t get clients from a “Buy Now” button on your website. You sign clients up in a conversation.
But it’s not just sales conversations. There are so many more conversations you could be having that could support your business growth. Here are the four most important conversations I think it’s essential to be having on the regular:
1. Research Conversations
What they are: These are 60-minute conversations with people who fit your ideal client profile. Spend 30 minutes asking research questions that dig into what they’re struggling with and what kind of support they need. Then spend 30 minutes coaching them on those very struggles.
Why they matter:
- They give you valuable information that helps refine your message, offers, and positioning.
- You hear the exact language your ideal clients use to describe their challenges and desires.
- These conversations also make people aware of your focus and any new products you’re developing, without it feeling like you’re marketing.
- You get to build and deepen relationships with the very people you’re trying to serve.
How to approach them: To ensure you’re speaking with people who might be a good fit for your offers, your invitations to these calls need to be clear and specific.
Come to the research part of the call with curiosity, not an agenda. Prepare questions in advance to gather the most useful insights. Aim for open-ended questions about their challenges, desires, and needs. Keep it under 30 minutes (I find 10 questions or fewer works well) so you have a solid 30 minutes to coach and support them.
This is your chance to shine, provide real value, and demonstrate your expertise. I’ve had clients sign new clients after a single good research call. For more on how to conduct audience research, check out this blog.
2. Gift Sessions
What they are: These are 60-minute, no-strings-attached sessions where you offer people who fit your ideal client profile the opportunity to experience your expertise and receive your support.
Why they matter:
- Like research calls, gift sessions give you insights into what your right-fit people want and need.
- They allow you to demonstrate your skills and show what’s possible when working with you.
- They build trust and provide value to people in your network who may already be close to hiring you.
- They often lead to clients, referrals, testimonials, or deeper interest, even if the person doesn’t become a client immediately.
How to approach them: Intention is everything. Show up to serve, not to sell. I recommend offering gift sessions selectively through targeted campaigns (similar to research calls).
Make a strong and specific invitation that explains clearly what the call is (and isn’t), and who it’s for. End the session powerfully by setting homework or a next step, and invite the person to circle back to you — so you’re not left wondering how or when to follow up.
3. Connection Conversations
What they are: Casual, human-to-human chats with no agenda beyond genuine connection, or where applicable, an opportunity to explore mutual support and collaboration.
I usually schedule 45 minutes and call these Virtual Coffee Dates. I use them to connect with peers, colleagues, past clients, or engaged audience members (although I’m more likely to offer those last two groups gift sessions).
Why they matter:
- They help build your network in a genuine and sustainable way.
- A meaningful conversation is more impactful than a LinkedIn note or business card swap.
- They can lead to referrals, collaborations, and unexpected opportunities.
- They help keep my business relational, not transactional — especially helpful as an introvert.
How to approach them: Keep it light, low-pressure, and expectation-free. Going in with a fixed outcome can shift the energy and make the conversation feel off. Lead with curiosity and openness.
I like to enter with something I might offer the other person — a client referral, an interview invite, or other support. This keeps me in service and out of self-serving agenda territory (which can be a relationship killer).
When I stay rooted in generosity, the conversations flow and relationships form. I’m still amazed at what can come from a simple coffee chat.
4. Sales Conversations
What they are: These are direct, honest conversations about potentially working together. Invitation-based and rooted in integrity. I call them Working Together Calls so there’s no ambiguity.
I schedule a full hour for these and start by letting the person know that I’ll be coaching during the call. It’s the best way I know to assess fit.
Why they matter:
- They help someone make an aligned decision about what’s best for them.
- These calls are an opportunity to assess energy and compatibility.
- I share my best business strategies and gauge the response.
- They help potential clients experience what it’s like to work with me before making a decision.
How to approach them: I make coaching by application only. I never pitch. Instead, I invite people to apply. Once the application is submitted, I offer the call.
During the call, I stay rooted in service and ask myself: If this is the only time I ever get to help this person, what would I share? That mindset keeps me grounded and focused.
I never pressure people to decide on the call or try to “overcome objections.” A core part of my ideal client profile is that they’re a hell yes. If I need to convince someone, it’s not a fit. I usually suggest they sleep on it and tell me when they’ll follow up.
Which Conversation Will You Try?
There you have it: four types of conversations that can grow your business faster than social media ever could. Which are you already doing? Which one do you feel inspired to try?
Leave a comment and let me know. I’d love to hear from you.
SIGN UP FOR MY SOULFUL STRATEGIES WEEKLY
Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.
The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.
If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.
Recent Comments