Professionals are often stuck when it comes to engaging clients in useful and interesting conversation that can lead to finding out their aspirations and goals. Below is a starter list to guide you in the right direction.
- Ask about ANYTHING interesting that you read in their Newsletters/Annual Report etc.
- Ask about recent news stories or press releases. (Avoid asking about bad press). The content is always a good excuse to call the client. Track press via Google alerts or sign up for alerts through the client's Website.
- Ask about competitors and how they differentiate themselves. It is essential you know who their rivals are and can specifically ask about them.
- Ask about any material events going on with their primary industry association or trade group.
- Ask them what their most significant growth opportunities are in the next 1 to 5 years. (Unlike most professional firms, they will have thought about it and will have it in their strategic growth plan).
- Ask them what mistakes they have made that they hope to never repeat. Ensure your relationship is sufficiently strong so that they will not be offended by this question.
- Ask about government legislation or regulation that currently, or in the future, will impact their business. (Do not ask this unless you already know the answer).
- Ask how you can help them with their business and personal & professional goals. Be sincere. No matter how uncomfortable you are, be prepared NOT to say anything else before they have an opportunity to answer.
- Ask what they read everyday, and then read it. Online or offline.
- Ask what events, meetings, trade shows and exhibitions they make absolutely sure they never miss; then find a way to attend.
Add these to your own list and watch the opportunities for cross selling departments significantly increase.
