Why Do Clients Choose One Professional Over Another?

12 July 2026

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Imagine a prospective client has an important issue they want to resolve.

They arrange an initial meeting and arrive at your office.

Now consider this.

That same prospective client could describe exactly the same problem to 50 different firms.

The problem stays the same.

So how do they decide who to trust?

Is it:

• Your qualifications?
• The size of your office?
• The quality of the coffee?
• Your website?
• Your testimonials?
• The artwork on the walls?
• Your fees?
• The way you are dressed?
• Your years of experience?

Whilst all of these things may help, they are rarely the deciding factor.

The first decision is usually made much earlier.

The first decision is often based on rapport.

Before clients fully explain their situation, they are already asking themselves:

• "Does this person understand me?"
• "Do they see the world the way I do?"
• "Can I trust them?"

When people feel understood, they relax.

When they relax, they share more information.

When they share more information, we can help them more effectively.

One of the quickest ways to build rapport is to demonstrate a shared understanding of the challenges they face.

For example:

• "Most people find uncertainty stressful."
• "Complex decisions are often difficult when there is so much conflicting information."
• "Many people simply want clarity and peace of mind."
• "Nobody enjoys dealing with unnecessary complications."

These are statements that many people naturally agree with.

As prospects hear us express viewpoints they believe to be true, they begin to feel more comfortable.

Rapport grows.

Trust starts to develop.

And once trust is present, the conversation becomes much easier.

People do business with professionals they trust.

The technical solution is important.

But often the first decision has already been made before we ever discuss the solution.

This week, pay attention to how quickly you create rapport in your conversations.

You may be surprised by the difference it makes.

Have a successful week.​

Humour

School exams and reports:

Teacher: "Use the word 'fascinate' in a sentence."

Pupil: "My shirt has ten buttons, but I can only fasten eight."

Teacher: "If I gave you two cats and another two cats, how many would you have?"

Pupil: "Five."

Teacher: "How do you get five?"

Pupil: "Because I already have a cat."

Teacher: "What is the longest word in the English language?"

Pupil: "Smiles."

Teacher: "Why?"

Pupil: "Because there's a mile between the first and last letters."

Father: "When Abraham Lincoln was your age, he walked ten miles to school every day."

Son: "Maybe, but when he was your age, he was President of the United States."

Until the next time, if you have friends who would like to get these newsletters, please send this link:

http://www.berniedesouza.com/coaching/professionals.aspx

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