CLIENT meetings are pivotal to how client prospects perceive you and how greatly they value your expertise. It is vitally important to make a good impression.
The one thing that you can never afford to be prior to a client meeting is unprepared. The more time you are able to devote to preparation, the better the meeting experience will be for you and the client. Gary Williams, of UK clients consultancy The Pace Partners advices that prior to a client meeting your research and groundwork should enable you to plan:
1. How you want to open the meeting
2. What areas you aim to explore and
3. How you want to phrase some of the key question you’d like to ask
Williams adds: “Make your meeting objective that of beginning to build a relationship with the client, not trying to sell something. As a result, you’ll find you’re more likely to engage their interest. You may also wish to take a colleague, as two minds are often better than one in such situations. Two of you are better able to absorb the issues the client relates.
Other pointers from Williams include
1.Double-check the time the client has allocated to the meeting. You’ll probably need at least one hour to develop a sound understanding of the issues and opportunities your clients are facing. Plus you’ll need to give a deal of insight into your firm. If they’ve allotted less than 30 minutes, consider rescheduling the meeting for a time when they’re less busy.
2.Offer a brief positioning of you and your firm. This should make the client want to engage with you. Convey examples of how your firm adds value for its clients and your areas of specialization as relevant to the client.
3.Aim to let the client talk for up to 80 per cent of the time. Pose open questions, which will enable them to discuss what is ‘front of mind’. Ask questions about opportunities and issues in the client’s world. This will showcase your knowledge of the client’s sector, and will allow them to talk. It’ll also stop you from leaping in and offering inappropriate solutions.
4.Demonstrate you’ve listened by offering a summary. A well-handled meeting should offer potential for further discussion, so aim to meet again rather than offer a proposal. It’s unlikely you’ll have enough information at this stage to come up with a solution that totally fits the opportunity.
5.Follow up the meeting with a brief summary letter, and maybe send something of value relating to your discussion. Prepare the next meeting to bring you closer to finding the right solution to the client’s requirements
“From your first meeting you should have created a positive impact, and started to build a position of credibility, competence and hopefully compatibility in the client’s mind,” says Williams.
ABOUT GARY WILLIAMS
Gary Williams has worked with a variety of professional services firms, from global giants to national and regional firms, as well as niche players.
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18/11/2009
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