Case Study: From Checklist to Credibility – Re-framing First Client Meetings
Focus: Building advisory presence in first client conversations
Challenge Area: Transitioning from information delivery to relationship-building
Context:
A client stepping into a more senior advisory role was preparing for a series of high-stakes first meetings with potential clients. While confident in her expertise, she admitted that her approach to first meetings had been transactional—focused on “checking boxes” and presenting credentials. This default mode left little room for genuine curiosity or connection.
The goal of our coaching was to shift her posture from presenter to partner—someone who listens deeply, asks better questions, and earns trust through relevance, not just readiness.
Coaching Focus Areas:
Presence through Listening & Curiosity
Storytelling through Case Studies
Confidence in Internal Partnerships
Coaching Insights:
1. Presence Is Listening + Curiosity
“Executive presence isn’t about delivering answers—it’s about being genuinely interested in the client’s world.”
She realized she often hears only “half of what’s being said”—not due to lack of interest, but because she’s internally preparing her next response. This performance mindset created distance. We reframed presence as an active state: listening deeply, being curious, and seeking to understand the deeper story behind the client’s needs.
✅ Practice: Rephrase what the client says to show real-time understanding
✅ Mindset Shift: Ask follow-up questions that invite the client to go deeper
✅ Anchor: “Slow down the need to respond. Speed up your interest in their world.”
2. Lead with Stories, Not Services
“Your past work is more compelling as a story than as a slide.”
Rather than listing services or credentials, we explored the use of short, relevant case studies framed as narratives. This allows clients to see how your experience maps to their current challenge—without it feeling like a sales pitch.
✅ Action: Prepare 2–3 case stories you can share naturally in conversation
✅ Frame: “Here’s a situation that might feel familiar—we helped a team navigate it like this…”
3. Clarify Internal Roles and Confidence
“Advisory presence is not knowing everything—it’s knowing what space you’re holding in the room.”
She was working alongside a partner from a different domain and worried about holding her own. We discussed how to confidently set the tone, define each person’s role, and model leadership through transparency and calm—not omniscience.
✅ Action: Have a short sync with your internal partner before meetings
✅ Script: “I’ll lead the conversation around X, and would love for you to chime in on Y.”
Challenges Surfaced:
Defaulting to “checklist mode” vs. staying present to the dialogue
Fear of being caught off guard by client questions
Pressure to appear overly prepared instead of curious and grounded
Unclear internal coordination going into meetings
New Approach Going Forward:
Before Meetings: Choose 2–3 story-based case studies + 2 client-specific questions
During Meetings: Rephrase and reflect client comments + ask deeper follow-ups
With Internal Partners: Align roles ahead of time to present as one cohesive team
After Meetings: Follow up with 1–2 tailored insights and a clear next step
Quote from the Session:
“I don’t need to have all the answers—I need to hold space for the real questions.”
