Connecting with the client

Small talk. Don’t you just love it?

Most people would say, “Not really. Truth is, I’m just not very good at it.”

Although many people would say that they don’t like it—or worse—life would be pretty boring without it. And business wins would be considerably fewer.

How did you get to know your most recently acquired friend? Certainly not by jumping right into the reason for his recent divorce or by talking about her crazy uncle who has this thing for leopard prints and high-heeled shoes. It all starts with small talk, that innocent chatter that allows us to connect.

Connecting with clients is exactly the same—and just as important.

Two equally talented salespeople who offer identical benefits can meet the same potential client but only one comes away with a sale.

Why?

There are many reasons, of course, but here is one of the main ones: because only one of the salespeople connected with the potential client.

The next obvious question: How do you make that connection?

To figure it out, begin by asking yourself: What do other people do that will help you to connect with them? Lots of things. Perhaps they mention something they have in common with you. Perhaps they show an interest in you or what you do. Maybe they say something nice about you.

These are all things that help you to connect with people, some of whom go on to be friends, some of whom go on to be clients and some of whom go on to be both.
If you have something in common with a potential client, mention it. Show an interest in them as both a client and a person.

The next time you visit a potential client’s office, instead of starting the conversation by talking about business, your rates or the scope of work, begin by making a connection.

Ask about those pictures on the shelf that show your potential client sailing in the Bahamas. Make a comment that you, too, play golf. (This assumes that there is some indication that this person does, in fact, play golf. Otherwise, this will be a really silly comment.) Say something nice about the person. Take an interest in her as a person instead of as a potential pay cheque. Be more than courteous—be friendly.

But be sincere. If you cannot do this without absolute sincerely, don’t do it at all. It will come off sounding fake, at best, and patronizing, at worst. Either way, you will be seen as shallow and not worth spending time with or money on.

And you don’t have to save this stuff for the first visit to a potential new client. Do it with every contact with a client. Take notes if you must to remind you that this client has two kids in grade school or that client is a classic-car buff.

And here are two unexpected side benefits: First, the more you know about a person, the more comfortable you—and he—will be. And when you are comfortable, your confidence will soar.

Second, the more you know about your client as a person, chances are, the more you will enjoy the work.

Remember, people won’t have an interest in you for long if you don’t have an interest in them. And the more you connect, the stronger—and the longer—the relationship.