How to turn a conversation in 3 steps

Sep '25 • Growth

Earlier today, I met with a client who’s navigating a lot of personal and business transitions.

As usual, I started the meeting by bringing her coffee (her regular order I note down each month) and asking how business is going. This simple step gets her talking—and it worked again.

But soon, the stressors started coming out. She began framing her challenges as marketing problems. The main one: she’s struggling to close deals the same month prospects reach out and that caused fear of lack.

Instead of getting defensive, I followed the 3-step process I use in high-tension situations:

1. Ask clarifying questions

I dug into her current sales process and how she personally handles deals. Within minutes, the real issue surfaced—and it wasn’t marketing.

2. Show the math, clearly and simply

I explained that our campaigns are producing more than enough qualified leads. The bottleneck was in a few small tweaks to the sales process. I also helped her see that her fears about “not having enough” weren’t backed by the numbers.

3. Re-anchor on expectations

Finally, I reminded her of the goals we set at the start of our engagement. That shifted the tone completely. She began recounting—unprompted—the wins she’s had since working with us. She even mentioned cutting out the influence of another agency because she trusts us to deliver real results, not just “good ideas with zero implementation.”

What could have been a tense conversation ended with a stronger, more secure partnership.

This process has been a game-changer for me: it strengthens relationships, helps clients grow, and naturally leads to them expanding their work with us.

I would love to hear what tips you all have found helpful!

If you disagree, I especially would love to hear what you have found helpful!

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