What are the best practices for documenting a client's needs?

Before you can even begin to have a conversation with a customer, you need to conduct some basic research; 1) What are the top three to Five Trends facing their Industry in (Year); 2) Who is their competition and where do they rank against them; 4) Learn the language of that particular industry (ie. HIPPA, Are they guests, customers, clients?) 3) Company History, Company Financials, Latest Press Releases, 4) Presentations Decks from the Company at Conferences, or for Financial Institutions. Only after doing this research can you begin to lay out a strategy on the kinds of conversations you want to have and with whom you should be having them. It is all about the six Ps; Prior Planning Prevents Piss Poor Performance.

Consistency in taking bullet point notes when you are speaking with your client. Pay attention while they are speaking as you can always go back and fill in the blanks afterwards. Having them send me a photo of what we are discussing will help trigger any info that might have been missed.

As an account manager, you want to make sure that you are well prepared on every call that you have with your client. Highlighting their initiatives, challenges, and goals not only showcases you as an effective listener, but it shows genuine commitment that you are looking out for them. Discussing all of these client outcomes should follow your agenda on every single call before you get into deep value depending on the exact context of the meeting. Being organized and taking proper notes is another best practice to make sure you do not miss any important information that your client may tell you.

A common pitfall in client meetings is to focus too much on presenting your solution or service without fully understanding the client's specific needs and background. This is often due to inadequate preparation and research. On the other hand, it is also important to be flexible in your agenda. While it is essential to have a clear agenda, be prepared to deviate from the agenda as the conversation flows. If a client brings up an unexpected topic or concern, be prepared to address it.

I’m a big fan of what I call “The Faces of The Problem Play” it is when I document calls, quotes, feedback, challenges, and impact. But instead of the typical “what we heard” slide I take the LinkedIn pictures of the folks and put them next to these things. I then turn this into multiple slides and use it to share with all stakeholders. This takes generic statements and makes them real and personalized. This makes the problems harder to ignore and much more relevant.

One of the most important aspect in Doumenting the clients needs, is proper understanding, which is actually right Due Deligence. Preparing in advance, by knowing reading about your client is one important thing, but in order to understand what the client is looking for, Listening becomes the foremost important aspect to be able to document the customer need. Right due Deligence becomes the foundation which helps to cater and deliver what clients would have asked for.

Active listening is the cornerstone of successful client engagement. I emphasize the importance of attentive listening during meetings. It's not just about hearing words; it's about understanding the client's underlying needs, concerns, and aspirations. I focus on asking insightful questions that delve into the core of the client's requirements. Paraphrasing and summarizing help ensure that we are on the same page, providing clarity and avoiding misunderstandings. In essence, active listening isn't just a skill; it's a mindset. It's the foundation upon which trust is built, paving the way for successful collaboration and a partnership that extends beyond immediate needs to long-term goals.

Let them talk. Enter the meeting with the mindset of learning as much as possible about the client. Focus more on listening than speaking in the initial part of the meeting. Prepare open-ended questions that encourage the client to share detailed information about their challenges and objectives.

Engaging actively during meetings is key! Avoid interruptions or assumptions; instead, ask clarifying questions, paraphrase, and summarize to confirm understanding. Utilize positive body language and verbal cues to express interest and empathy. Jot down key points but prioritize active listening, focusing on the client's emotions and reactions.

I’m old school, so I’m all about pen and paper. Taking notes is key. But also, recap when you are ending the meeting so that you can recognize buying signals. Therefore, you know you are offering the best solution.

Address urgent concerns promptly, showcasing commitment. Prioritize vital aspects for lasting trust. Align notes with offerings, emphasizing client needs. Identify opportunities to enhance operations. Proactively address potential roadblocks through clear communication. Consider client preferences for an enhanced experience. Prioritize initiatives for lasting partnerships, aligning with goals. Strategically position offerings based on competitive insights. Tailor proposals to align with expectations and communicate value within the budget. Organize notes for effective documentation, ensuring clarity. A structured approach enhances accountability for a successful sales process

I’m a big fan of what I call “The Faces of The Problem Play” it is when I document calls, quotes, feedback, challenges, and impact. But instead of the typical “what we heard” slide I take the LinkedIn pictures of the folks and put them next to these things. I then turn this into multiple slides and use it to share with all stakeholders. This takes generic statements and makes them real and personalized. This makes the problems harder to ignore and much more relevant.

I totally agree on this clear documenting. This helps us to understanding the needs and want of client in clear and detailed manner. We then can assess and put it into a process/procedure to strategies those needs and want from client. We can also use these summarised clear documents; clients needs during a meeting for internal or external purpose. And also helps both side to not miss out any points during any discussion.

While it may appear tedious, writing sales call reports is highly effective in documenting a client's needs. You can initiate this process using a template or a structured document, highlighting both background information and the crucial points covered in the conversation. From these discussions, important action items or goals may have been articulated. Include these in the report for future reference, enabling you to assess whether those objectives were achieved. If not, it serves as a reminder for follow-up. This tool also proves invaluable as a guide for assisting new account managers during transitions, ensuring a smoother handover when you advance in your career and they embark on theirs.

This is where a CRM system is advantageous. It helps with maintaining your accounts. I like to take an hour and go thru my customer list and make notes as to what the next step/s to take.

My suggestion would be to not only listen but ask. Ask the right questions to understand the 'why' behind what they are saying. RCA at any stage or phase requires us to get to the core and by just listening to the client we may usually not understand what they actually need and want from our product. So my suggestion: "Ask" the right questions and keep asking "Why" till you get to the actual need.

Listen well, use clear templates, and write down what the client wants. Sort and check details, use pictures if helpful, and make sure the client agrees. Keep it safe, update it, and review it sometimes. This helps everyone know what to do and keeps clients happy!"