The Art of the Client Interview

By Michael W. McLaughlin

Not long ago, I was asked for the one piece of sales advice I thought was essential for selling professional services. Naturally, the usual things popped into my head, like building trust and rapport, and keeping the client’s interest at the center of the sales process.

But as I thought further about must-have skills for winning the professional services sale, mastering the art of the client interview ended up at the top of my list. Whether you do it by phone or a personal visit, a sales interview with a prospective client kicks off the sales process and sets the stage for what—if anything—you will get the chance to do for that client.

First Impressions Are Tenacious

A client’s first impression may not last forever, but starting off the sales process with a good impression sure beats having to overcome the fallout from a poor one. Creating that positive first impression means emphasizing substance over technique.

Instead of relying on canned sales questions, PowerPoint slides, and body language ‘techniques,’ lead clients through an insight-based discussion of their issues. You may not win the ‘Smooth Salesperson of the Month’ award that way, but the client doesn’t care how many awards you get.

Of course you’ll need a few questions to get the conversation rolling, but expect to develop most of those questions as your understanding of the client’s issue evolves. And if you’re ever tempted to ask a client, ‘what keeps you up at night,’ cover your mouth and count to ten.

When you first make contact to discuss a project, clients are likely to view you only as a salesperson. That can be a tough impression to shake. Use the power of insightful questions and discussion during the interview to shed the salesperson label and replace it with that of business adviser. That will add immeasurable strength to your sales process.

read more: http://mindshareconsulting.com/art-of-client-interview/