Five Techniques for Winning Clients

Are you struggling to find new clients for your coaching or other health and wellness business? If so, it tells me one thing – that you might need some help with building strong relationships with people that you don’t know. Today’s five techniques will give you some simple techniques you can use right away to start winning clients. 

We all know that winning clients an essential part of your business’ viability, growth and success, but it can feel like you’re in a competitive, crowded market at times. 

How do you stand out and capture the attention of potential clients? Today we’ll walk through five effective techniques that can significantly improve your ability to win clients. By using these strategies, you can build stronger relationships, establish trust, and ultimately secure your ideal clients who stick around and refer others. 

In this episode, we’ll cover

* Understanding Client Needs
* Building Strong Relationships
* Delivering Exceptional Value
* Offering Customized Solutions
* Showcasing Success Stories

How do you stand out and capture the attention of potential clients? Today we’ll walk through five effective techniques that can significantly improve your ability to win clients. By using these strategies, you can build stronger relationships, establish trust, and ultimately secure your ideal clients who stick around and refer others. 

Understanding Client Needs  

The first technique for winning clients is one of the most important. It is to thoroughly understand their needs and pain points.  

The essential business habit behind this is that you are taking an hour or two each week to research and identify the challenges your potential clients are facing, the goals they want to achieve, and the kinds of solutions they are already buying.  

By gaining this knowledge and doing this ‘market research’ on an ongoing basis, you can more easily tailor your products or services to meet their specific requirements – which positions your services as extremely valuable to them. This personalized approach also demonstrates your commitment to their success and therefore improves your chances of winning them over as clients. 

One great way to understand client needs is to be curious and get into the habit of asking people about themselves. One of Steven Covey’s famous Seven Habits of Highly Successful People is – Seek First to Understand, Then to Be Understood.  

This is essentially about the importance of listening attentively and seeking to understand others before attempting to convey one’s own thoughts and perspectives. Empathetic listening builds trust and is a key to having people like you, remember you and want to know more about what you do.  

The initial conversations don’t have to end in a sale, rather, it’s about building the initial trust that is the foundation of a later relationship that might lead to a sale. 

Building Strong Relationships  

We all know that developing meaningful relationships is the foundation of creating new clients. Networking events, industry conferences, and social media platforms are all marketing channels that provide you with opportunities to connect with potential clients.  

To build strong relationships on these channels, you need to engage in genuine and authentic conversations, actively listen to their concerns, reflect on what you hear, and offer valuable insights. As coaches we know how important it is it build trust and rapport – it establishes a solid foundation for future work.  

The relationships become stronger when you maintain regular communication through newsletters, email updates, or personalized messages that keep you top-of-mind, and able to help in the way your customers need it. 

Delivering Exceptional Value  

A key to winning clients is to provide exceptional value in a way that is different from your competitors.  

Before someone is a client, you can offer value through free resources such as e-books, webinars, or consultations that help your audience see their challenges and the impact of doing nothing – and what the reward is for taking action.  

When working with clients, you offer value by first helping them identify the key issue they want to solve and what that will give them if they do. Then through the coaching presence, you bring value by being wholly present with them, listening and leaving silence, asking great questions and helping them monitor progress and celebrate wins. The real value they get – no matter what your niche – is an increase in self-confidence, self-belief, and autonomy. If you coach people in this way, you position yourself as valuable and increase the likelihood of their great results and referring others. 

Offering Customized Solutions  

Every client is unique, and a one-size-fits-all approach may not be effective in winning them over. When you start with a discovery call, find out about their needs and wants obstacles and challenges. That way, when describing your services, you can speak specifically to those things when you make your offer. 

Why does this work? Firstly it demonstrates that you listened and that you understand their specific challenges. Secondly, it shows how your program can help them meet their needs and wants. Testimonials from others like them can help them feel confident that you’re the right person to help them in a very personalised way. In other words, if you tailor your solutions to the client, it builds confidence in your abilities and increases the chances of winning their trust and loyalty. 

Showcasing Success Stories 

Nothing speaks louder than tangible results. When you share success stories and case studies of how similar clients overcame their challenges and achieved their goals, you create trust and certainty that you’re the right person.  

You can use testimonials, before-and-after comparisons, and data-driven metrics (e.g. % goal success, average waist circumference changes, or changes in resting heart rate etc) to showcase the value you have delivered. When potential clients see evidence of your ability to achieve positive outcomes, they will be more inclined to choose your business over competitors. 


Winning clients requires a strategic approach that combines understanding client needs, building strong relationships, delivering exceptional value, offering customized solutions, and showcasing success stories.  

Guess what – as a coach, you instinctively know how to do all of these! And by implementing the techniques I’ve just described you position yourself as a trusted partner who can address specific client challenges and provide meaningful solutions.  

Remember, winning clients is not just about making a sale; it is about establishing long-term relationships based on trust and mutual success. 

Ready to get clarity on your pathway to success?

Understanding who you are and what you need will allow your business to thrive! If you’re truly ready to break old habits and get out of the rut I encourage you to check out the Habitology membership.

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