In theory, business professionals know the importance of establishing and maintaining good communication with clients. In practice, however, the excitement of talking business can make it so easy for them to focus more on explaining how they can help rather than actually listening to their clients.
Taking a step back to ensure clients are able to ask questions and voice their concerns and desires can help professionals ensure that they are working together with their clients to produce positive outcomes and insights. Below, 15 Forbes Business Council members share tips business professionals can leverage to ensure conversations with clients start and remain beneficial for both sides.
1. Use A Relationship-Driven Approach
The golden rule to any discussion is to be of use. If the client found the call useful, then you’ve already won. Each conversation should be to fix, maintain or elevate the relationship. The optimal path starts with having ongoing curiosity to learn and then serve clients, educating them along the way. This type of value (tangible or intangible) and relationship-driven approach wins in any competitive market. – Tej Brahmbhatt, Watchtower Capital
2. Be An Active Listener
One tip for ensuring a beneficial conversation with a client is actively listening. We can tailor our solutions to address their specific pain points by truly understanding their needs, challenges and goals. This strategy fosters trust, strengthens the relationship and ultimately leads to positive outcomes and valuable insights for both parties. – Meeri Savolainen, INZMO GmbH
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3. Aim To Elicit Stories
Ask story-eliciting questions that will take the clients to certain moments, as in those moments are the real insights we are looking for. For example, if the client has decided to work with someone else, ask them when they made that decision instead of asking why they made that decision. – Anjali Sharma, Narrative: The Business of Stories
4. Focus On Being Fully Present
Remember that the goal of the conversation is to establish a mutually beneficial relationship where both parties feel heard and understood. By actively listening, showing genuine interest, seeking clarification, summarizing, reflecting and providing value, you can create a positive and productive environment for the conversation that will lead to positive outcomes and insights. – Ron Dougherty, Aspire
5. Listen To Understand
Always listen more than you speak. In fact, listen to understand rather than listening to respond. By truly understanding your client’s needs and feedback, you can tailor your services to their expectations. This creates a win-win situation where the client feels valued and your business grows through improved customer satisfaction and loyalty. – Nikhil Maini, Synergogy
6. Prioritize The Most Pressing Problems First
If you have just shaken hands with an executive or a decision maker, save the sales pitch for a follow-up email. Ask about and address their most pressing problem in the first five minutes by knowing enough about the subject to explain how your company has delivered in the past and why it can win their confidence today. – Matthew Wong, Tolunay-Wong Engineers Inc.
7. Be Curious
Ask questions that you may not necessarily want to hear the answers to. It’s important to get your clients’ perspectives and show them that you have genuine concern about the way they view your operation and services. This is beneficial to both parties in that your client will take notice that you strive to improve areas of your business and it gives you authentic feedback. – Andrew Swierkos, The Mountain Shoppe
8. Embody A ‘Yes’ Mindset
Lead conversations with a “yes” mindset. By being open and receptive, you make the client feel appreciated and heard. Pair this with active listening and insightful questions to understand their perspective and needs. This synergy creates a foundation for mutually beneficial outcomes, as it fosters collaboration and aligns your services with the client’s expectations. – Mills Menser, Diamond Banc
9. Be Open And Honest
Be honest with your buyers. I know this may conflict with the sales motto of “Always agree with the customer,” but if you’re unable to provide something or your buyers’ expectations are unrealistic, you must be willing to clearly and honestly explain why. Establishing expectations that are realistic will create trust-based, respectful and long-term relationships with your clients. – Dr. David Lenihan, Tiber Health
10. Put Yourself In Their Shoes
Put yourself in the shoes of the client. Maybe they know that you are selling your product and service to them, but don’t overdo the selling part. Learn the art of small talk. Strike up a friendship, listen to what is important to them at the moment and offer an opinion or suggestion. Then when they feel good being with you, that’s when you do your pitch. – Zain Jaffer, Zain Ventures
11. Focus On Their Emotions
It’s cliche, but listen not just for their words, but also for their emotions. If you sense a client is being emotionally negative, don’t be afraid to ask them what’s bothering them. Often, there’s an issue that they may not want to bring up, but by asking, you have made it okay for them to voice their concerns. – Andrew Shotland, Local SEO Guide
12. Leverage Empathy
To make client conversations beneficial for both parties, it is essential to engage in empathetic listening. By sincerely attending to their needs, concerns and goals, you can establish a stronger rapport, provide suitable solutions and cultivate a more productive partnership. Remember to actively listen and feel comfortable asking clients directly about their desires and objectives. – Yasmin Walter, KMD Books
13. Ask Open-Ended Questions
Asking open-ended questions will encourage clients to express their thoughts more fully than yes or no questions. For example, instead of asking “Are you happy with our service?” you could ask “What aspects of our service do you find most beneficial?” or “What improvements would you suggest?” This way, you gain valuable insights into how to improve your offer, which in turn benefits your business. – Jeremy Bradley-Silverio Donato, Zama
14. Make The Most Of Their Available Time
Time management is often a key factor and yet it’s one that many people ignore. If you want a client to take you seriously, respect their time. If they tell you they only have a few minutes, keep the conversation concise and do not stray into topics that are irrelevant to what you are talking about. If you need more time to communicate your message effectively, politely ask the client for another meeting. – Erik Pham, Health Canal
15. Have A Plan And Strategy Ready
The key is always approaching each client with a clear plan of what you want to achieve and your strategy for achieving it. If things aren’t going according to plan, the main goal should be to find the best possible agreement that satisfies both parties. Having a clear vision of your objectives and maintaining confidence is crucial in every negotiation. – Luca Rovinalti, Svet Solutions Media
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