How to start a client conversation

As young sales professionals seeking to build a strong career, understanding your clients should be your first priority. Successful sales interactions hinge on your ability to articulate the client's needs accurately and concisely, right from the start of a conversation.

The best way to initiate client meetings is by summarizing what you've learned about the client. This information isn't limited to client quotes; it also encompasses their annual report, recent press releases, product launches, and new markets they've entered. Providing a brief overview of your understanding of their concerns communicates that you value their priorities and you're listening to them.

A common pitfall among many salespeople is to kick off the conversation by talking about their products, awards, or latest numbers. This can be counterproductive.

The first 90 seconds of any conversation are crucial and should focus on the client's interests, not yours.

For the conversation to offer value, it needs to relate back to the client's business and needs. A client-focused start to the conversation ensures that your message communicates value concerning their needs. This approach also invites the client to correct you or provide more context to your understanding.

A key skill for sales professionals is to dive deeper into the conversation by asking why certain matters are important to the client right now.

For instance, if a client is launching a new service, probe the reasons behind this move. Is it because growth is slowing in their current offerings, and they need to enter new markets to meet their growth targets? If so, why are these targets critical? Are they tied to a forthcoming funding round where growth rate is a crucial factor for valuation? Further, why is that funding round important to the executives? Is it tied to their remuneration, ability to hire more employees, or simply a matter of prestige?

Before initiating any action, we often aim to close a gap between the current state ('what is') and the desired state ('what we want'). The only way to understand this gap from a client's perspective is to listen, clarify, and then listen some more.

My recommendation is to start any client conversation with a 'This is what we've heard from you' slide. It not only communicates you are listening it also frames the conversation around the priorities that are most important to your client. Adopting this approach can transform your sales conversations and help you excel in your sales career.

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