A customer conversation
that opens doors
How do you conduct a successful customer conversation?
With all your knowledge and experience, you assist your client well with sound advice. However, with only expertise you won’t make it. A client meeting requires more than knowing what you’re talking about. It requires contact, timing and the skill to get a foot in the door without pushing. How do you conduct a successful customer conversation and what skills do you put to use?
Good preparation is half the battle
Sharp preparation lays the foundation for an effective conversation. Map out in advance exactly what you are aiming for and immerse yourself in your client. That way you step into the conversation with clarity. Make a questionnaire so you don’t skip important topics.
Once you sit across the table from each other, play a big role in the first few seconds. You immediately set the tone. Don’t start with content, but invest briefly in the relationship first. Exchange something personal and create a mutual bond.
A credible impression requires congruence between what you say and what you exude. So make sure you communicate clearly, verbally and nonverbally. At the beginning, state how much time is available and what the purpose of your conversation is. That gives you something to hold on to.
Ask and listen
Strong ideas often bring enthusiasm, but also colored glasses. The more enthusiastic you are about something, the harder it is to listen without judgment. Therefore, focus your attention on finding out the needs of your interlocutor. Only then will you see if your product, service or solution really matches.
Examine statements and any resistance. Behind arguments are often motivations that open up the conversation further. Use open-ended questions that begin with how, what, where or when. Short and clear questions give you information and the other person space.
Tip! Avoid suggestive questions as much as possible. They generate irritation and steer the customer conversation in the wrong direction. Why questions mainly provide explanations and little insight into motivations. This leaves you at the level of judgment and more likely to persuade, rather than influence.
Last impression is just as important
Have you gathered enough information? Then now you can make your pitch! If you’ve listened carefully, your arguments will connect directly to what has value for your client. When you link your proposal to your client’s motivations, commitment will arise automatically. Round off with clear action points. A strong ending determines how someone looks back on the conversation later. A positive final impression is just as powerful as a strong opening.
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