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Conquering Your Fear of Client Cultivation

Conquering Your Fear of Client Cultivation

The biggest fear for female entrepreneurs? Attracting new clients.

As someone who started my own business relatively recently this September, 2016 study by Hiscox (a leader in specialized business insurance) resonated with me.  DNA of an Entrepreneur surveyed 1,000 U.S. business owners and found the biggest fear of female small business owners surveyed is not being able to attract new clients (24%).  I imagine any number of thoughts such as these pass through the mind of all entrepreneurs: Will potential clients find value in my idea? Will they trust in my ability to deliver as promised?  Will I deliver my pitch convincingly?  If we pull back the layers of this fear I think we’ll find at its root a crisis of confidence.  Which can be conquered by taking command of your communication skills. Start by asking yourself, “What’s my communication style?”

Know Your Communication Style

Peter A. Garber of HRD Press created a communication questionnaire we like to use with our clients.  It starts by asking you to pick the communication style that best describes you: Outspoken/Direct | Quiet/Reserved | Thoughtful/Analytical | Friendly/Unassuming.  I appreciate these are broad categories.  You can certainly be quiet and also thoughtful.  But in my experience most people identify strongly with one category more than the rest.  It then goes on to ask, “In what ways is your communication style misunderstood by others?”  I find this question particularly important because it acknowledges that we’ve all been misunderstood at one time or another. And it encourages an ability I believe we each have to take a step back from these situations and identify what went wrong.  Honoring that you have your own unique communication style is the first step to understanding how to shape your communication skills in business to your advantage.

Can nerves be a good thing?

I imagine another facet of this fear of not being able to attract new clients is, “Will I make a good impression?”  The factors that inform the impression someone has of you are multifaceted to be sure.  Through our work we’ve found that two of the biggest are our physical choices and vocal tone.  When pitching a new client, nerves are sure to be running high.  This is precisely when unconscious physical habits such as, playing with the pen on the desk or fixing our hair unnecessarily kick in.  It’s our subconscious way of diffusing nerves.  Think of them as unconscious self-preservation tactics.  I find this comforting, actually.  It’s easy to look at nervous ticks as things that make you a ‘bad’ or ‘weak’ at business communication skills.  But at their root their just your system’s (misdirected) way of helping you succeed in that moment.

Take a deep breath.

Nerves also affect breath.  Have you ever experienced a time when you were nervous speaking to someone and ‘lost your air’? I have.  Counteracting this is where technique comes in.  One way we like to practice is by placing one hand on your upper chest and one on your abdomen just above your bellybutton.  Take an inhale isolating your breath into your top hand.  Then do the same with the bottom hand. Notice which sensation feels familiar and which awkward.  Over time the goal is to breath into your bottom hand – your diaphragm.  Breathing into the top half of your chest put unnecessary strain on your vocal chords and creates a roadblock of sorts for your voice.  Breathing into your diaphragm creates a supported foundation to communicate from. Check out our xxx video for step-by-step instructions.

Recruiting new clients may never be a breeze but understanding your communication style and how to shape it will lead to higher rates of success when communicating in high-stress environments and change feelings feelings of fear to excitement and anticipation.

BEspoken with us at the NY Media Center

BEspoken with us at the NY Media Center

We’re always inspired by entrepreneurs at the Made in New York Media Center by IFP—a co-working space, incubator & exhibition venue—and the ideas they create at the intersection of storytelling, media, and technology. We’ve guest taught for their Creative >> Founder Lab twice, and this October we’ll be teaching two classes that are open to the public. Whether or not you’re an entrepreneur, we’ll help you talk about yourself and your work with precision and power.

Jackie will kick-off Part 1 on Wednesday October 5th, and Leah will lead Part 2 on Wednesday October 12th (you don’t have to take the first to take the second).

Click here to register!

When you think of the tools that make a successful public speaker or presentation, what comes to mind? Perhaps hand gestures, body language, eye contact, and confidence come to mind. But what about breath? Or vocalization? Or stance? This class will guide you to become a better, more confident speaker. We will learn how to: manage our known and unknown nerves and tensions; craft and deliver a compelling presentation; improve known and unknown posture and body language; use breathing and relaxation techniques, and master the power of stance.

If you want to learn more about the class format, if you have questions about basic skills you might need to use, if you want to learn more about the specifics of the course, please contact Derrick Foust at dfoust@nymediacenter.com

What You Will Learn

  • Learn techniques to manage public-speaking fears.
  • Practice how to optimize your unique expertise and enthusiasm for your idea when introducing your company.
  • Craft your message, identify your audience and hone your story.
  • Leave with improved awareness of your unique communication style and ability to engage an audience of one or many.


Bespoken co-founder Leah Bonvissuto was recently profiled for WENYC, the city initiative supporting the success of women entrepreneurs. Click here to read what she has to say about helping women speak up and be heard!


Leah Bonvissuto cofounded her business, Bespoken, with Jackie Miller two years ago, and has since given women entrepreneurs the tool set to own their voice in any circumstance and throughout their entrepreneurial journey. Bespoken consists of one-on-one and small group training sessions and workshops that help individuals become better communicators and public speakers. Bonvissuto believes “there are no bad speakers and good speakers, only bad experiences and good experiences.”

Her workshops and sessions are proactive and literally ‘on-your-feet.’ Each activity ends with participants presenting themselves and their business in the form of an introduction, a pitch, and so forth. Participants then receive in-the-moment feedback and tips such as physical techniques to overcome nerves. Bonvissuto attributes her background in theater and collaborative demeanor to her entrepreneurial journey and to what makes her business stand out from others. Leah Bonvissuto’s work seeks to end the confidence gap between men and women, and she believes “ownership of your voice is the only way true change can be instituted.”