One of the most important things I’ve learned, I learned in 1997 from Christine Coyle – a fellow Saluki and one of the great copywriting minds of the 20th century.
Christine taught me to record conversations with clients. This is so important on so many levels, and you’re right – at first, they will be apprehensive.
Here’s what I tell them:
I say, “I’m going to be at your place next Tuesday for our first conversation, and I know this might seem a little strange, and I’m happy to sign any nondisclosure agreement you would like me to sign, but I would like to record our conversation, and I’ll tell you why.
“One, I hate having my head buried in the notebook while we’re talking. I know there will be things are really, really, really important and might take us down really, really, really interesting, helpful, important rabbit holes, but we may miss all that because I’m trying to write stuff down.
“This way, I don’t have to remember what you said. It’s all there for me later when I start the critical phase of building our strategy. You’ll see me jot down time signatures, so I know to reference it later. I have ten-year-old conversations in the archive that I still reference. I’m hoping this is the beginning of something equally special and important.
“Remember, I’m a vault. I’m willing to be held legally accountable for being a vault.”
That’s what I tell clients, and it’s all true.
But what else is important is this: if you can make eye contact and have confidence in your client to open up, and he or she sees that you’re engaged in the conversation and you’re leaning forward and listening and nodding, that’s a signal to your client that what they’re saying matters.
Do you get that? It might sound self-evident, but I can assure you that after watching hundreds of sales representatives disconnect, it needs stating.
The client doesn’t get that sense of connecting when your head is buried in a notebook.
If you can listen … really listen … it gives you credibility, and your client confidence to open up. It shows them that you are not the same person who’s come in a million times and asked him the same twenty-seven questions they’ve been asked a million times.
If you ask stupid, shallow questions, don’t be surprised when you get stupid, shallow answers.
By setting aside the notebook, by recording the conversation, by signaling that you’re willing to be sued if you betray them, you will get far more out of your interview subject.
Look them in the eye. Stay engaged. Actively listen. Follow along.
Support them. Remember, you’re both in this together.
Tim, I’m curious what software/system you use to record and archive with. Does it allow for easy searching later?
I totally agree with the part about asking shallow questions. However, if it is all too business like, this could be a major turnoff for the customer, as well. I think that there should be a perfect balance between the two. I read a book (actually listened to it via audible) about welcomers. I think the book’s name was “the welcomers edge”.
Certain people have knack for this. A business would benefit greatly if they had one in their staff. Anyways. Awesome post. Looking forward to reading more…