In this episode of The Rainmaking Podcast, host Scott Love speaks with Susan Freeman, a speaker, consultant, and advocate for gender equity in professional services, about how professionals can elevate their client development approach through better conversations, deeper listening, and authentic relationships. Drawing on her background in financial and legal services, Susan emphasizes the difference between marketing (reputation-building) and business development (relationship-building) and highlights why listening—especially what she calls “third-level listening”—is the true driver of trust and influence.

Susan explains that successful client conversations are less about pitching and more about uncovering what truly matters to the client—their goals, frustrations, and unspoken concerns. She shares how asking thoughtful, open-ended questions and responding with empathy can position professionals as trusted advisors, not just service providers. The ultimate goal, she argues, isn’t just to close a deal, but to create long-term client loyalty—where clients become advocates who refer and align their reputation with yours.

This episode offers a fresh perspective on how to lead with empathy, ask smarter questions, and build meaningful trust—especially in a business climate where authentic connection matters more than ever.

https://therainmakingpodcast.com/

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Susan Freeman is a leader in the fight to help women in business communicate effectively with the world -- and to help men communicate effectively with women in business. In her work with clients and as a public speaker, Susan draws on her experiences as a sales executive in the financial services industry, a business developer and leader in the legal industry and her graduate-level studies in Communications.

Susan’s passion for helping women succeed drives her and the business she has created. Her enthusiasm for the benefits of building meaningful relationships is long-standing and authentic. As such, her network is extensive, and she does not hesitate to use it to help her clients and friends to succeed. She excels at building relationships and helping others to do the same by teaching professionals to communicate in ways that are clear, genuine and meaningful. She is the ultimate “dot-connector” and is constantly looking for ways to help others achieve their goals.

Susan is the co-author of the book, “THE ULTIMATE WOMEN ASSOCIATES’ LAW FIRM MARKETING CHECKLIST” and has been published by numerous professional journals on the topics of communication, sales, and business development. She is also a frequent guest on many podcasts, sharing her knowledge, insights and wit.

Susan’s work is focused on the academic research and major social scientists in the field. Susan was graduated with honors from Hawaii Pacific University with a Master of Arts degree in Communication and from Louisiana State University with a Bachelor of Arts degree in both Political Science and Journalism, with a minor in Marketing. She also studied Marketing at Northeastern University in Boston. In 2010, Susan wrote her still-relevant thesis: “A Study of The Importance of Client-Centric Communication In Business Development Within a Law Firm Setting.” In addition, she recently completed Cornell University’s “Institute for Women’s Entrepreneurship” program of studies.

Susan has lived in Louisiana, Switzerland, Italy, Massachusetts, Hawaii, and now, the Bay Area in California. Throughout her sojourns, she has developed a large, interconnected circle and would welcome you into it with open arms.

Susan is based in the San Francisco Bay Area.

Leader in the Fight for Equity in the Workplace, Public Speaker, Connector, Mentor, Coach

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