Andrew Sobel’s It Starts With Clients emphasises a fundamental truth: becoming the go-to expert begins with building exceptional client relationships. Technical expertise is important, but what truly sets trusted advisors apart is their ability to connect deeply, deliver consistent value, and create long-term partnerships.
Here’s how you can apply the principles from Sobel’s book to establish yourself as the go-to expert and grow your client portfolio.
Sobel argues that successful professionals focus on understanding their client’s goals, challenges, and aspirations rather than simply pushing their services. Being client-centric builds trust and positions you as a partner rather than just a provider.
How to Do It:
Start every client interaction by asking open-ended questions like, “What are the key outcomes you’re aiming for?”
Actively listen to uncover their pain points and priorities.
Tailor your solutions to align with their unique needs.
Example: A tax advisor who helps a client not only save on taxes but also align their tax strategy with broader business goals demonstrates value beyond the technical work.
Sobel highlights that trust is the foundation of all great client relationships. Clients are more likely to view you as the go-to expert if you consistently deliver on promises and provide high-quality service over time.
How to Do It:
Follow through on commitments, no matter how small.
Be proactive in communication—anticipate your client’s needs and provide updates before they ask.
Consistently add value, even outside of formal engagements, by sharing insights or resources.
Example: A tax consultant who regularly updates a client on changing HMRC regulations, even when not actively engaged, builds a reputation as a proactive and reliable advisor.
Clients want to work with people who genuinely understand their challenges and care about their success. Sobel emphasises the power of empathy in building deeper connections.
How to Do It:
Take time to understand the personal and emotional stakes behind a client’s goals.
Respond to challenges with compassion, not just solutions.
Build rapport by finding common ground and showing genuine interest in their success.
Example: A corporate tax advisor working with a family-owned business can show empathy by acknowledging the emotional impact of financial decisions on the family’s legacy, strengthening trust in the relationship.
Sobel stresses the importance of creating relationships that are both broad (spanning multiple contacts within an organisation) and deep (built on a solid foundation of trust and mutual respect).
How to Do It:
Engage with stakeholders across different levels of your client’s organisation.
Offer insights that are relevant to their entire team, not just your primary contact.
Continuously look for ways to deliver value across different areas of their business.
Example: If you’re advising on VAT compliance, identify opportunities to assist other departments, like training the sales team on compliance or advising the finance team on streamlining reporting processes.
Clients don’t just need data—they need actionable insights that help them make better decisions. Sobel encourages professionals to move beyond being an information provider to becoming a trusted advisor who offers clarity and perspective.
How to Do It:
Analyse complex issues and simplify them into actionable recommendations.
Use storytelling to make your insights relatable and memorable.
Offer unique perspectives that challenge your clients to think differently.
Example: Instead of simply presenting tax savings, frame your advice as, “Here’s how we can free up capital to reinvest in your business.”
To be the go-to expert, you need to remain visible and relevant. Sobel advises staying proactive by reaching out regularly and positioning yourself as a source of value, even when clients aren’t actively seeking help.
How to Do It:
Send relevant articles, white papers, or updates that align with their interests.
Periodically check in to discuss their evolving goals and challenges.
Offer to provide insights or advice without waiting for a formal engagement.
Example: A tax advisor could send a client a quick email summarising a recent change in corporate tax law and how it might impact their business.
Sobel’s ultimate lesson is that becoming the go-to expert means positioning yourself as someone your clients can’t afford to lose. This requires going beyond transactional relationships to create meaningful, results-driven partnerships.
How to Do It:
Demonstrate that you’re invested in their long-term success, not just short-term wins.
Align your work with their overarching goals and vision.
Be someone they turn to for advice—not just on your specific expertise, but as a sounding board for broader challenges.
Example: When advising a client on restructuring their tax strategy, go beyond compliance and discuss how your recommendations align with their growth plans or market expansion goals.
Becoming the go-to expert starts with putting your clients at the center of everything you do. As Andrew Sobel emphasises in It Starts With Clients, trust, empathy, and a commitment to delivering value are the cornerstones of building strong, lasting client relationships.
When you consistently show up as a proactive, insightful, and client-focused professional, you naturally position yourself as the trusted expert they rely on—and the first person they recommend to others.
What’s one step you can take today to build stronger client relationships and grow your reputation as the go-to expert?
