When I'm talking to a potential client, I pay foremost attention to our vibe. Quite simply - are we having a good time on this call? Are we smiling? Do we have trust and flowing communication? If not, then it won't be a good fit. And before they sign up, I like to say explicitly, "The most important part of picking your coach is picking someone that you want to be friends with. This process of losing 20-100 lbs of fat can be difficult, and the best way for us to make it easier is for us to enjoy each other, trust each other, and have effortless engagement. If you can picture that between you and I, let's do this thing. If not, then let's not proceed. I won't be offended." Friendship is the foundation, a necessity, not just a nice-to-have.