For the past 17 months, I’ve had pretty rubbish sleep — the kind of sleep that comes in one-hour chunks and leaves you feeling more exhausted than when you went to bed. If you’re a parent of a toddler, you’ll know exactly what I’m talking about.
So when a sleep consultant reached out asking if I could help with her market research, I said yes — more out of kindness than curiosity. I didn’t go in expecting much. Honestly, I thought I already knew the script:
No co-sleeping. You’ve got to leave them to cry. Strict routines. Not for me.
I assumed it would be a polite conversation and that would be that.
But I was wrong. Really wrong.
And while this blog isn’t about how to get your toddler to sleep (although I did walk away feeling more clued up!), it is about what that short call reminded me about running a great business.
Because the truth is — she didn’t try to “sell” to me. She didn’t put me in a funnel or throw jargon at me. She just showed up. She listened. She gave value. And she created such a positive experience that I wanted to work with her.
Here are five things she did that I think every business owner can learn from.
1. She Listened to Understand
People want to feel seen.
In today’s world, we’re surrounded by noise — everyone talking, selling, posting. Very few people actually listen.
But she did.
She listened to understand, not to reply. There was no judgment, no assumptions. I didn’t feel like she was trying to fit me into a box or take me through a pre-written script. Instead, the conversation flowed naturally.
And it felt personal — because it was.
Real trust is built when someone listens without trying to fix you.
That kind of presence builds trust fast. It made me feel like I mattered. And when you make your clients feel like they matter, you create the kind of connection that lasts.
In the past I’ve been guilty of telling the other person what they “should” be doing rather than getting interested first. Now I see it that we all have the answers inside of ourselves and asking the right questions will pull those out — no one knows us better than ourselves.
Try this: Next time you’re on a call with a potential client, pause before offering solutions. Ask another question instead. Dig a little deeper. Let them know you’re really hearing them — not just solving a problem.
2. She Gave Value Straight Away
You can show you can help — by actually helping.
Now, this one’s tricky. I’m not saying you should spend hours giving away free work — you run a business, not a charity.
But what she did was smart.
As we talked, she dropped in practical ideas I could try. Tiny insights that gave me immediate wins. By the end of the call, I was already feeling better equipped. She wasn’t trying to hold back until I paid. She was generous with what she knew.
You don’t need to prove your value — just offer it.
And here’s what that did:
It showed me she knows her stuff. It built trust. It made me feel supported. And it made me want to take the next step — because I could clearly see the value of her support.
In my own coaching, I have a few resources already prepared that I think would be super useful to prospective clients that I can share if the conversation goes that way.
In your business: Don’t hold all your best stuff back. You can offer small, useful insights throughout your calls that show how much you care and how capable you are — without giving away the whole process.
Even saying something like, “That’s a great question — I actually have a free workshop coming up on this, would you like the link?” goes a long way.
3. She Wasn’t Pushy About Working Together
Confidence doesn’t require pressure.
Let’s clear something up: You can be direct about your offer. You don’t need to dance around it. But being confident in your offer doesn’t mean pressuring people to say yes.
This consultant told me how she works, what’s included, what it costs — and then let me decide. No awkward sales pitch. No urgency tactics. No “only 3 spots left” nonsense.
The best kind of sale feels like a choice, not a chase.
Just clarity and confidence. The result? I felt empowered. Like I had a choice.
And when people feel like they’re choosing something — not being sold to — they’re far more likely to say yes.
Even if they don’t? That positive experience sticks.
In fact, I once said no to working with a business, but the experience was so great I recommended them to a friend — who did sign up. Never underestimate the ripple effect of a respectful conversation.
I always think to myself before I start a session, “It’s their choice if they become a client. I don’t need them to be a client — I can create other clients if they say no.” This helps me ground myself and be more interested and curious in their business and how I can support them, rather than being attached to the idea that I am The One.
4. We Shared the Same Values
People buy into people — especially those they align with.
This was a big one for me. A huge reason I was resistant to sleep consultants in the first place was because I assumed their values didn’t match mine.
But the way she spoke — about parenting, sleep, the role of support — made me realise we were on the same page. My guard came down instantly.
When values align, connection becomes effortless.
She wasn’t trying to convince me to parent differently. She wasn’t criticising or judging. It felt like she was with me on the journey, not standing on the other side telling me what I needed to fix.
Since getting really grounded on my own values, it’s not only helped me in my marketing and social media, it’s helped me attract more clients — and the ones I actually want to work with!
This is why being clear on your own values matters so much.
If you haven’t already, download my free guide “Rise Above the Rest” — it walks you through how to get clear on your values and use them to attract the right clients. When your values are obvious and you communicate them well, you don’t have to “sell” — you just resonate.
[Click here to download it]
5. She Respected My Time
Start on time. End on time. Simple, powerful, professional.
This might sound small — but it makes a big impact.
She started the call on time. She finished when she said she would. That instantly signalled professionalism and respect.
Respecting someone’s time is a powerful form of respect.
I once did this exercise when I worked in a bank:
Close your eyes and guess when a minute has passed.
A single minute feels long when you’re waiting for someone — especially if you’ve carved out time in a busy day.
We often forget: we don’t know what people have planned after our calls. Maybe they have to pick up their child. Maybe they’re rushing to their next meeting. Honour their time. If you’re running over, ask: “Do you have a few extra minutes?”
Respect builds trust — and trust builds relationships.
For all my calls and sessions I always turn up on time, and if the client is late, I still finish on time — unless it’s a technical fault, for example. If I can then extend the session to give the client the full time, I always ask first, “Are you able to finish at [time] so I can give you the full session?”
What Kind of Experience Are You Creating?
This wasn’t a fancy funnel. There were no high-pressure tactics, no perfectly crafted pitch.
It was just one woman, doing her work well — by listening, showing up, and leading with care.
Connection converts more than any pitch ever will.
And I walked away thinking,
“Yes — I’d absolutely work with her.”
That’s the kind of experience we all want to create.
So let me ask you:
Who’s the last person you spoke to and thought:
“Yep — I’d love to work with them”?
What did they do that made them stand out?
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