Building Credibility with High-ACV Clients

"Are you sure you understand Bay Area real estate?" The question hung in the air during my first listing presentation 2 years ago. The prospective client had heard my accent and immediately doubted my expertise. I could have been defensive. Instead, I opened my laptop. What I showed them: → Market analysis of their neighborhood with 6 months of comparable data → Pricing strategy backed by hyperlocal trends they hadn't considered → Marketing plan that reached buyers in 3 languages → Track record of clients who chose me specifically for my cultural competency Their home sold for $85K over asking in 12 days. Here's what I learned about building credibility when people make assumptions: 📌 Lead with data, not defensiveness. Let your preparation speak louder than your pronunciation. Over-prepare for every client interaction until your expertise becomes undeniable. 📌 Turn your difference into an advantage. My accent signals that I understand multiple markets, cultures, and buyer perspectives. What some see as a limitation, smart clients recognize as a superpower. 📌 Build alliances, not just client relationships. Other agents who initially questioned my abilities became my biggest referral sources once they saw my results and professionalism. 📌 Let results speak for themselves. Every successful transaction builds credibility. Every satisfied client becomes proof that competence isn't measured by how you sound. 📌 Document everything. When people doubt your abilities, having concrete evidence of your expertise becomes crucial. Save testimonials, track results, showcase outcomes. The turning point came when I stopped trying to sound "American" and started leveraging my authentic voice. My accent isn't a bug - it's a feature that helps me connect with the fastest-growing demographic in Bay Area real estate. Today, clients seek me out specifically because of my background, not despite it. To other professionals facing similar challenges: Your accent tells a story of resilience, adaptability, and global perspective. In the right market, that's not a liability - it's a competitive advantage. #career #authenticity #immigrant #RealEstate #personality

Some of the worst advice out there... not only can you smell it a mile away, but it actually sets you back more than in propels you forward. “Fake It Till You Make It." The mentality might seem harmless... or even empowering. but here’s the truth: it’s a strategy that holds you back in the long run. When we rely on posturing or “faking it,” we create temporary value... a shaky foundation that breeds uncertainty and self-doubt over time. This approach can chip away at genuine confidence, leaving you second-guessing your abilities rather than embracing your true strengths. If you’re “kind of” believing in what you can do, it will lead to “kind of” results. And let’s be honest: no one invests in that. Here’s a path that builds lasting impact and real credibility: 1. Embrace Where You Are Right Now. Actionable Step: List out the top 3 strengths you bring to the table today. Focus on where you already add value. Use this clarity as your guide when you’re in new or challenging situations. This way, you’re building on a solid, authentic foundation... not pretending to be somewhere you’re not. Starting with a clear view of your strengths gives you a confidence rooted in reality... and equips you to approach each opportunity with authenticity. 2. Get Clear on Your Unique Value. Actionable Step: Identify one specific problem you can solve that aligns with your skills and expertise. Write it down in one sentence (e.g., “I help teams bridge strategy and execution gaps to drive measurable results.”). Use this as a go-to when you’re speaking with potential clients or partners. This clarity around your value will set you apart, making it easier for others to see why they should work with you... not just anyone who fits the role. 3. Bridge Your Gaps Authentically. Actionable Step: Acknowledge a skill or area you’re actively developing. Take one concrete action toward growth each week... whether that’s: - reading - building relationships - mentoring Share this journey with trusted colleagues or clients... without underselling yourself... so they experience your commitment to excellence and your drive to evolve. Owning both your strengths and areas for growth builds long-term credibility and shows others that you’re committed to being the best version of yourself. It’s how true leaders inspire and foster trust. And trust accelerates EVERYTHING.

At this point, my clients just say "go for it" and don’t even blink. No back-and-forth. No nitpicking every sentence. No "Can we completely flip this over?" Just complete trust. Because here’s the thing, clients don’t start out this way. It’s built. Earned. Proven over time. And every long-term client I’ve worked with? They trust me not just to write their content, but to own their brand’s voice. So how do you get there? 1️⃣ Get results, fast. Trust isn’t given because you sound smart. It’s given because your work performs. More engagement. More inbound leads. More credibility in their space. Once they see impact, they stop micromanaging. 2️⃣ Push back when needed. If a post idea is weak, I say it. If something won’t work, I won’t sugarcoat it. If they’re playing it too safe, I’ll challenge it. Clients don’t hire me to write what feels comfortable. They hire me to write what gets them noticed. And the moment they see my “crazy” ideas actually bring results? That’s when the trust kicks in. 3️⃣ Make them feel understood. Most clients micromanage because they’re scared their voice will get lost. So from day one, I make sure they never have to correct me twice. I get their tone. I understand their positioning. I write in a way that sounds like them, not me. Once they see that I get it, they stop hovering. 4️⃣ Make the content their best salesperson. At the end of the day, trust comes from one thing, impact. If my content is helping them: ✅ Close deals faster ✅ Get in front of the right people ✅ Build their authority Then they stop asking how I do it. They just let me do it. The best client relationships don’t come from endless approval cycles. They come from results, understanding, and proving you know what you’re doing. And when you do that? You don’t just have a client. You have a long-term partnership.

From 2015-2021, I helped Heap 10X our ACV from $6k to $60K using outbound sales. Here’s the the 5 step playbook we used to move up market: 1. We deeply studied the customers who spent the most $ with us to find key traits – industry, persona of the champion, key metrics impacted, and other less obvious details (i.e. % of product managers relevant to headcount or high value of google search terms they bid on). Then we did everything we could to understand how we impacted those metrics and documented the wins. 2. Started marketing to and targeting only accounts that could justify paying us a lot of money and that we knew we could make successful. This starts with accounts in similar industries and/or look-a-like customers (for us it was insurance companies with a heavy DTC model or big companies with massive breadth of internal apps). 3. We slowly learned how to justify the value we were providing and inched up the pricing – this didn't happen overnight but every new deal, renewal, and expansion gave the team more confidence. This was huge. 4. Built out the CS and PS functions that larger enterprises have grown to expect. Bigger companies WANT TO pay for services and expect you to have a menu of options to help them achieve the desired results with PS as a line item. 5. As the product expanded, we found customers using it in different ways than anticipated. We made it our job to learn about them and expand the use cases. As the product solved multiple business problems, we learned to justify a higher price by tapping into multiple budgets across organization TAKEAWAY: Moving up market takes time. There is no easy, quick solution. No matter what the board wants. You must truly understand WHY your best customers are paying you. Focus 100% of your efforts on accounts you can make just as successful. Then start learning how to justify your value, tap into adjacent budgets and build out an enterprise-friendly buying experience. But most importantly? Never stop testing the upper bounds of your pricing.

Founder trying to renew a $30K client to $50K. Here is how I advised him: BACGROUND 🔹 The Client actually likes the product. Originally 100 user licenses was bought, but they have naturally expanded to 150 and are considering further adoption across the organisation, bringing users to maybe 4-500. 🔹 However, the product isn't super business critical and the core ERP system of the client has some similar functionality. The client champion is facing internal pressure to just use the ERP functionality and churn. MY ADVICE 🔸 Realise that you are not going to win them all. Unless you are actually willing to let go of some $30K clients, you are going to fold once the negotiation gets tough. This is a portfolio game: win 8, loose 2 = good outcome. The CEO needs to own this, not the local AE. 🔸 Two Phased Negotiation: mentally split the negotiation into an 'information gathering' and a 'Bargaining' part. First: get to know their preferences, situation, *why* they think in certain ways etc - and share your priorities, goals etc. Then, in phase two: bring suggestions to the table and craft an agreement. This is 10x better than just trying to rush the close and get them to sign. 🔸 Future ACV roadmap: tell them your express goal is to get them to a $100K account over 'a number of years', but that you realise that you are not there. Yet. Ask what that would take? This gets the client on board with opening up about what they want from your product. Some of these things you might be able to provide easily today. 🔸 Map all the value you have provided to the product since they signed. Show them. 🔸 Map all the value in your future roadmap. Show them. 🔸 Find another client with the same ERP system who used to use the internal functionality, but switched to your solution. Ask them to do a reference call with this client. 🔸 If that doesn't work: build a battle card and prep each objection towards the 'ERP do it yourself' alternative. Be as objective and matter-of-fact as you can. Admit deficiencies (and parities) and don't sugar coat it. 🔸 Anchor High: tell them the current # of users would be a $48K annual and that the number of users they actually need (500) would be $150K. 🔸 Ditch user based pricing (this was a particular piece of advice for this SaaS business that might not apply to you): give them unlimited users and base price on an overall size of the business - e.g. $150K. 🔸 Phase in a price increase and aim for highest possible 'end ARR': e.g. get them to $50K next year and then ramp them to $80K over 3 years. Allow them to churn at any time (= not a multi year contract - just a predetermined price increase). 💚 Finally: remember to be likeable and firm. Customers are people too - and nobody likes an a**hole. But in my experience the more you actually take care of the person you are negotiating with, the more you can also express your position without the risk of the conversation breaking down. I'll let you know how it goes 👍

How much certainty about the future do you expect your outside advisor to hold before she/he picks up the phone to discuss with you? Nearly all the corporate leaders I worked with last week answered, “I don’t expect them to have a crystal ball, I just want to know they care.” Or “I’m really worried about the future and just need someone to brainstorm high-level scenarios.” Turning the Q around to the partners in professional service firms – “How much do you need to know before calling a client?” – and the response is often “I wouldn’t be comfortable unless I can make accurate predictions about where tariffs/crypto/the economy/regulation is headed.” See the disconnect? Perhaps even worse, the business leaders generally assumed that their outside advisors were busy calling priority clients. And, therefore, since they didn’t hear from the advisor, they must not be a priority. Ouch. Here are several steps to break the deadlock: 1. Start by canvassing your colleagues: What are your fellow partners seeing and hearing from clients, regulators, etc.? In a quick problem-solving session that combines your market intel, you can create anywhere from a reasonably sound jumping off point to a “Firm X point of view” on hot topics. 2. Pick the right client: Start with a client you trust to build your confidence. For example, “My partners and I have been thinking about how AI adoption is reshaping operations in your industry. Would it help you to discuss?” Starting with a trusted client makes it easier to practice initiating meaningful, forward-looking conversations.   3. Embrace uncertainty: You don’t need all the answers before reaching out. If a client is concerned about the impact of geopolitical uncertainty on their international operations, you might say, “I know it’s difficult to predict political shifts in different regions, but let's discuss some potential scenarios and how we can prepare your business for different outcomes. We can explore ways to diversify supply chains or adjust risk strategies." 4. Initiate the conversation: Even when things seem quiet, it’s important to stay connected. Try something like “I’ve been following some recent trends in the pharma sector and thought it might be helpful to discuss how they could impact your business. Let me know if you'd like to explore any of these changes together.” 5. Focus on solutions, not predictions: When clients face uncertainty, the key is to work together on practical solutions. If a client is concerned about rising interest rates, you could say, “While we can’t predict how the market will shift, we can explore strategies like adjusting your financing options to help buffer against these changes.” Note that in all cases, we’re urging you to pick up the phone – not bog down someone’s inbox with a message. The future’s uncertain, and that’s exactly why your clients need you to reach out, not retreat. What’s the best advice you have for someone who’s hesitant to start this conversation?

If you’ve ever presented as a consultant, you probably know that look: The one that says "Great, another one who thinks they understand our business better than we do." How do you handle it? Address it head-on. I always start with a bit of self-deprecating humor that shows I know my role and I’ve done my homework. I win them over not by pretending to be the expert on their business, but by demonstrating I understand their specific challenges. "I spent time with your customer data and noticed something interesting about your retention rates in Q3..." Then, I build credibility through a relevant story: "When we worked with a similar SaaS company last year, they were convinced their problem was feature adoption. Turns out, customers were getting value—they just weren't renewing because the onboarding experience was broken." This approach works because it:  → Acknowledges the elephant in the room  → Shows respect for their expertise while demonstrating your preparation  → Builds trust through relevant, specific experience  → Focuses on customer outcomes, not internal assumptions The goal isn't to impress them with how smart you are. It's to show them you understand their customers well enough to help them succeed.

Nobody buys your features. They buy their future. In complex B2B industries, it’s easy to fall into a “feature-first” trap. But no one buys because of: → Feature sets → Technical specs → Fancy terminology → Long lists of capabilities Buyers don’t want to 𝘶𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥 your product. They want to 𝘣𝘦𝘭𝘪𝘦𝘷𝘦 in it. What they’re 𝘳𝘦𝘢𝘭𝘭𝘺 looking for is: → Confidence in the outcome → Confidence in your process → Confidence that they won’t regret the decision → Confidence that you’ve solved this before—for companies like theirs So how do you build that confidence? 𝗦𝗵𝗼𝘄 𝗿𝗲𝗮𝗹-𝘄𝗼𝗿𝗹𝗱 𝗽𝗿𝗼𝗼𝗳 Case studies, testimonials, and measurable results win trust faster than old claims. 𝗦𝗽𝗲𝗮𝗸 𝘁𝗵𝗲𝗶𝗿 𝗹𝗮𝗻𝗴𝘂𝗮𝗴𝗲 Use the words they use. Industry-specific language builds credibility instantly. 𝗠𝗮𝗸𝗲 𝘁𝗵𝗲 𝗰𝗼𝗺𝗽𝗹𝗲𝘅 𝘀𝗶𝗺𝗽𝗹𝗲 If you can’t explain it clearly, they won’t believe you can solve it. 𝗟𝗲𝗮𝗱 𝘄𝗶𝘁𝗵 𝗲𝗺𝗽𝗮𝘁𝗵𝘆, 𝗻𝗼𝘁 𝗲𝗴𝗼 Meet prospects where they are. Their fear of making the wrong decision is real. 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀, 𝗻𝗼𝘁 𝗶𝗻𝗽𝘂𝘁𝘀 No one cares how the sausage is made—just that it’s delicious, consistent, and delivers ROI. 𝗣𝗮𝗶𝗻𝘁 𝗮 𝗰𝗹𝗲𝗮𝗿 𝗯𝗲𝗳𝗼𝗿𝗲-𝗮𝗻𝗱-𝗮𝗳𝘁𝗲𝗿 Make the transformation obvious. Show them what life after working with you looks like. 𝗔𝗻𝘀𝘄𝗲𝗿 𝘁𝗵𝗲 𝘂𝗻𝘀𝗽𝗼𝗸𝗲𝗻 𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝗼𝗻𝘀 Don’t wait for them to ask. Preemptively clear the doubt. 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳 𝗮𝘀 𝗮 𝗴𝘂𝗶𝗱𝗲, 𝗻𝗼𝘁 𝗮 𝗵𝗲𝗿𝗼 It’s their journey—you’re just the one helping them reach the destination faster and smarter. 𝗗𝗲𝘀𝗶𝗴𝗻 𝗲𝘃𝗲𝗿𝘆 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁 𝘄𝗶𝘁𝗵 𝗶𝗻𝘁𝗲𝗻𝘁 From your homepage to your sales emails, every detail should reinforce “you’re in good hands.” Remember: Your product’s strength isn’t in what it 𝘩𝘢𝘴— It’s in what it 𝘥𝘰𝘦𝘴 for people who need it most. Start there. Stay there. And you’ll win more trust—and more deals. --- Follow Michael Cleary 🏳️🌈 for more tips like this. ♻️ Share with someone to help them build trust with their clients.

You don't need to go viral to become the go-to expert—here's how SEO helps you build influence I see too many brilliant professionals burning out trying to become thought leaders the hard way: - Chasing viral moments on social media - Spending hours creating content that disappears in a day - Constantly hustling to stay relevant But here's what I've learned after helping 250+ clients build real industry authority: True thought leadership isn't about being everywhere. It's about being the definitive answer when someone searches for expertise like yours. When people need solutions, they don't scroll through social media feeds—they search on Google. This is why SEO is the most overlooked path to building genuine influence: 1️⃣ **Targeted Visibility > Random Virality** When you rank for strategic keywords in your niche, you're not reaching "everyone"—you're reaching exactly the right people at precisely the moment they need your expertise. One of our finance clients published a comprehensive guide that ranks for their expertise. It brings them 3-5 high-value leads every week—for over two years now—from people actively searching for solutions. 2️⃣ **Compound Authority** Each piece of expert content you publish doesn't just exist in isolation—it strengthens your entire site's authority in Google's eyes. Your tenth article benefits from the credibility built by your first nine. 3️⃣ **Evidence-Based Credibility** When potential clients Google a question and consistently find YOU providing the answer, you're pre-selling your expertise before they even speak with you. This is why our real estate client receives comments like "I feel like I already know you" on their discovery calls—their prospects have been reading their expert content for weeks. 4️⃣ **Sustainable Influence** Unlike social media that demands constant feeding, SEO-driven thought leadership compounds over time. That case study you publish today could be bringing you clients five years from now. The most respected experts in any industry don't just have followers—they have searchable authority. When someone seeks knowledge in their area, they're unavoidable. So ask yourself: - When someone searches for expertise in your field, do they find you? - Does your content answer the specific questions your ideal clients are asking? - Are you building a body of work that will continue working for you years from now? True influence isn't about chasing viral moments. It's about becoming the answer people find when they're actively seeking expertise like yours. This approach takes patience—but the authority you build lasts for years, not hours. - ✚ Follow Samantha Hawrylack, MBA for all things SEO, copywriting, email marketing, content marketing, and digital growth. I’m on a mission to help finance and real estate brands scale with data-driven marketing strategies that generate massive visibility and effortless sales while having lifestyle freedom.

I get 5-10 DMs day asking how we book 70+ calls EVERY month (and close six figure contracts from it) We got our first 10 high-ACV clients purely through content, not cold outreach. Not because we're amazing writers. Not because we had a huge following. It worked because we understood exactly WHO to target and HOW to show up. Here's our exact process: We only created content for people already spending money. Most B2B content fails because it targets people who can't buy. I only focused on companies that: -Had 10M+ funding or 5M+ ARR -Employed 20+ full-time staff -Generated 1M+ ARR -Had ACVs over 30k When someone has budget and team size, your content doesn't have to sell them—just show them you understand their problems. We showed up where decision-makers actually hang out. I didn't spray content everywhere. I focused on: 1. Building real communities (not follower counts) 2. Video content that teaches (not preaches) 3. Sharing actual results (not theory) 4. Solving specific problems (not general advice) By being hyper-specific, every piece of content reached someone who could say "yes" to a 30k+ contract. The results? → 146 meetings with real decision-makers in 2 months → Multiple six-figure contracts in under 6 months → Built a community of 8,000+ B2B leaders This is a playbook that can be executed for any B2B company.