Many professionals put enormous energy into winning a new client. And then they wing what comes next. The first 90 days of a client relationship set the foundation for everything that follows. I want to share the framework I use, because I think it is genuinely one of the most overlooked areas in the helping industry. Before the first working meeting, send a welcome pack. A personalised welcome letter, your working agreement in plain English, a short questionnaire about goals, and clear next steps. It signals professionalism before you have even sat down together. At the first meeting, cover what I call the soft contract alongside the hard one. The hard contract is what you are doing. The soft contract is how you are going to do it. How will you communicate? What does success look like? What might get in the way? Break the 90 days into 30-day segments with shared objectives. Document every win. And build trust deliberately, through consistent action, not passively through good intentions. I made the mistake early in my career of assuming trust would build naturally. It does not. It is built deliberately. The 90-day review is not an ending. It is a beginning. I am curious how structured your first 90 days currently are. Tell me which fits best: a) I have a clear onboarding process and it works well b) I do some of this but it is not consistent across every client c) I mostly wing it after the contract is signed and I know it costs me d) I am just starting out and I want to build this in from the beginning Drop your letter below.

@Darryl James and I have put together a three-session live online programme. It is called Lead Generation and Beyond! AI: More Clients, More Easily, More Often Here's why we created it. A lot of people are talking about AI right now. Very few are showing professionals how to use it in a way that is actually profitable, persuasive, and does not sound like it was written by a machine. Between us, Darryl and I have spent well over 40 years in lead generation and business development, plus the last few years testing AI properly. Where it helps. Where it hurts. And how to use it in the real world without losing the human touch that wins trust. We have already made the mistakes, tested the tools, and found the shortcuts. The idea is that you do not have to. Across the three live sessions we are going to cover how to: • Attract better-fit clients • Communicate your value more clearly • Use AI to save time without losing quality • Follow up more effectively • Convert more of the opportunities already in front of you Because these are live sessions you can ask questions as we go and get real answers in the moment. The first session is on Thursday 30th April. The full 3 x 90 minute session programme is only £100 plus VAT. You also receive the recordings, the transcripts, and Darryl's latest AI Business Playbook (worth £49) as a bonus, so even if you cannot attend every session live, you will not miss out. If this sounds like it is for you, reply below or click the link and grab your place. https://www.peterthomson.com/lead-gen-and-beyond

Here is a simple framework I use every time I create anything designed to persuade. Four questions. In this exact order. Why you? Before anything else, tell the person why this is relevant to them. If you skip this, they are already thinking: is this for me, or is this just noise? Why me? Why should they listen to you specifically? This is where your credibility does its work. Answer it before you say a single word about what you are offering. Why this? Now, and only now, you talk about what it is. The first two questions create the frame. This one fills it. Why now? Not always needed. But when there is a genuine reason, a real reason, not a manufactured one, this question creates the kind of clarity that turns interest into action. Four paragraphs. Four questions. One framework. I use it for emails, videos, web pages, talks and proposals. Every single time. And here is the thing that makes it so valuable. Resistance is created through a lack of clarity. When you answer these four questions well, resistance rarely shows up at all. People do not push back on an offer that is clearly for them, clearly from someone credible, clearly the right solution, and clearly needed now. They simply say yes. I am curious which of the four you find hardest to answer well. Tell me which fits best: a) I skip straight to the what without setting the frame first b) I struggle to position my own credibility without feeling awkward c) I rarely think about the why now and I suspect it is costing me d) I use this kind of approach already but I want to sharpen it

Join us live here, inside our Skool community for an Ask Us Anything Q&A session. Bring your questions on marketing, AI, sales, clients, offers, webinars, copywriting, and business growth and get practical answers you can use straight away. https://www.skool.com/live/bMkgJRtdtKj

Join @Darryl James @Rachel Groves and me live here tomorrow at 1:00 pm (BST/UK time) for an 'Ask Us Anything Q&A session'. Bring your questions on marketing, AI, sales, clients, offers, webinars, copywriting, and business growth and get practical answers you can use straight away. Or if you prefer, drop your questions below and we will answer them live in the call. You'll see all the details in the 'calendar' tab I'm looking forward to it! Peter