Focusing on building a rapport with clients and prospects, while putting aside the sales pitch, results in developing better long-term relationships over time, says April-Lynn Levitt, a coach with the Personal Coach in Calgary.

“You’ll have more engaged clients, better clients,” she says, “and probably, in the long run, make more money if you use that approach.”

Follow these tips to keep your conversation casual but your business growing:

> Ask questions
Make the conversation about the client or prospect and ask a lot of questions.

Rather than talking about your products or services, says Levitt, find out more about the client or prospect. For example, if at a networking event, ask questions such as:

  • What business are you in?
  • How did you get started?
  • What kind of challenges are you facing?

“They’re going to see you more as an advisor like an accountant or a lawyer,” she says, “someone who is a professional rather than a salesperson.”

> Speak plainly
Don’t use a lot of technical jargon or give your outlook on the market, says Levitt, as the client or prospect probably doesn’t want to hear that.

> Promote client participation
Get the client involved in the process so he or she doesn’t feel as if it’s a sales pitch.

For example, if you’re constructing a financial plan, says Levitt, don’t throw projections at the person. Instead, make the process interactive and ask the client what he or she wants in retirement or for his or her family.

> Keep it low-key
Turn the conversation toward sales and the next step in the process casually.

If talking with a prospect for the first time, says Levitt, it’s acceptable to turn the conversation toward your business at the end of the discussion. For instance, you might say: “Well, I help people in your situation and maybe we should book a time to go for coffee.”

> Take the next step
Have the client or prospect commit to the next step of your process.

“It’s very important to have that step of actually asking them: ‘Are you ready to go ahead?’ or ‘Would you like to meet with me again?'” says Levitt. “Something that is very clear about what the next step is.”

For example, if you just met a prospect, she says, you want him or her to say “yes” to a first meeting. Or, if you need a client to sign documents, you need to be clear that it must happen.