Hosting effective customer meetings is perhaps the most important part of the business development skillset. Unfortunately many professionals are put off as they think they need to be salesy. I’m going to show you that this is most definitely not the case.
I remember going to my first customer meeting. I was so nervous. While I had met customers as part of project discussions this was the first one focused on business development. As a hydrogeologist I had identified this particular mining company as having serious water issues and found their Study Manager through a work colleague. One shaky email later I found myself walking down the Perth terrace for a coffee meeting.
I’d done my research and thought I knew what issues the customer were facing. Additionally, I was confident in the service that my team provided. I was also genuinely interested in the project and how my contact was progressing it.
As a bit of an introvert I was still very on edge at meeting a new person for the first time. What would they think of me, would I make sense, would they take me seriously? Additionally I admit I was feeling a little uncomfortable with the idea of selling.
Despite these fears, my genuine curiosity helped break the ice, I asked questions and listened to the answers. We explored their dewatering issues together. I didn’t try to sell anything. Instead I sought to understand and by doing so the sale emerged. I remember thinking that this was fun. It didn’t feel like selling. In fact I was actually enjoying myself.
This conversation turned into a small project that ended up growing and growing. We provided amazing service and I had an epiphany. Business Development is fun and I want to do more!
Below I discuss three ways to get the most out of your customer meetings and even make them an enjoyable experience for both parties.
Go to Customer Meetings with a Curious Mindset
Approaching customer meetings with curiosity is a great way to get out of the salesy headspace. The theme of what am I going to sell turns into what can I learn about this person and how can I help them. Thinking that you know your customers problems better than them smacks of arrogance and is a mistake. Instead aim to understand their issues and perspective. That way you can help solve their problems with empathy and deeper knowledge.
Have Effective Customer Meetings by Asking Lots of Questions
Before each meeting you should do your research on the customers business. Not to wow them with how much you know but rather to equip you with relevant and thoughtful questions. Use your knowledge to dig into their issues and explore why things are happening the way they are.
For example when I was a hydrogeologist I would have a rough idea of the water infrastructure, geological conditions and water regime that our customer was operating with. As such I wasn’t responding to their issues cold and could help provide insight into their situation.
Most of the talking that you do in effective customer meetings should be question based. What issues are you facing now? Where are the gaps in your support? Why is this an issue? What would life look like if this issue was solved?
The last question is really critical. Placing your customer in a world where their issue is no longer a factor is gold. Ask questions to get them to paint a picture of how solving their issue will impact them personally. Doing this gets them more invested in actioning a solution.
Make Listening a Priority
Asking questions is a waste of time if you don’t listen to the answers. Practice active listening and really listen to what your customer is saying. And not saying. Take your time to understand and follow up with careful questions to draw out more. Be empathetic and show understanding.
This is not the time to rave on about how great your product or service is. Instead use your listening to give real world examples of how similar problems have been solved. Discuss ways you can help their specific issue. Talking about your wider services at this stage is a waste of time.
If you cant help be honest about it.
Further Action
Start thinking about how you approach your business development meetings and how you can turn them into effective customer meetings. Commit to approaching them with a curiosity mindset, armed with questions and an intent to listen. This will allow you to get a deeper understanding of your customers issues, give you an opportunity to help them solve them and foster a greater feeling of trust.
I challenge you to give it a go.
My book Business Development Begins Here is a comprehensive manual that guides you through the process from assessment to action is on sale now. You can order from Amazon by clicking the pic below.
If you are looking to get your business development processes squared away, download my guide to scaling your work winning in only ten days. This gives you the immediate actions needed to create consistency around your work winning without becoming salesy.
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