Act as a guide who maps the climb and sets everyone's role, instead of a salesperson pushing for the close.
The idea
Many of the professionals I coached believed they were in a helping profession, yet saw their daily actions as salesy. Often they were right. Our reframe: stop acting like a sales professional and act like a sherpa. A sherpa gives you an outline of what to expect on the climb, what your job is and what theirs is, so expectations are set before anyone takes a step. In real estate we'd put it bluntly: you don't really sell homes. Set a low enough price and a home sells itself. What clients need from you is the guide.
How to do it
Before the work starts, give the client an outline of what to expect on the climb.
Spell out roles: what their job is and what yours is.
Set your boundaries (time, responsibilities, communication; see client-boundaries).
Example
Say an agent skips all of that and simply reacts to whatever the client needs that day. As we used to put it: "You will easily go from being a sherpa to a lemming without boundaries." We taught it to real estate agents, but the frame fits anyone guiding a client through something big and unfamiliar.
Sources
From Zvi's coaching program
Related frameworks
The Three Client Boundaries: Before working with a new client, set boundaries on time, responsibilities and communication, and present each one as part of your value.
Anchor Your Clients: Give clients something to anchor to (expectation lists, checklists, set weekly calls) to calm their anxiety and yours.
The Helper Mindset: Before reaching out, ask whether the message just shares information or reminds them what you do, or whether it actually shows you care.
The Icky Factor: Being systematic about relationships can feel manipulative. Structure is actually how you keep showing up for the people you care about.