Your client has access to similar companies, similar talents, similar promises, similar credentials, but then, why they will choose to work with you? I kept repeating to my team constantly to remember, “People buy from People”. It is a connection you create with the person at the other end; the continued relationship you maintain with that person; the trust you create with consistent performance over time. That sounds a bit cliché, but I am sure you will be interested when I say there is a well-designed approach to it.