Throwing Gold Out the Window

Some people don’t recognize gold when they see it.

Not gold in the sense of the precious metal. I mean something rare that others greatly desire. Something they wish they had.

Such as a conversation with a client.

Whenever I hear someone on an account team say, “We have a meeting with the client,” I respond: “This is fantastic! You have a chance to hear about their challenges, provide updates on industry developments, and can get some insight into how we can make them successful. What are you doing to prepare for the meeting?”

Often, the response is, “Well, it’s their meeting. We figured we’d hear what they have to say.”

And that is like seeing someone throwing gold out the window.

Every opportunity to meet with the client is as precious as gold in your hand. First of all, the client is busy! They are trying to run their business, meet the demands of internal customers, shareholders, and/or leadership. The fact that the client takes the time to meet with YOU is extraordinary!

Yes, you should go in and listen; but what are you listening for? Have you discussed, as a team, what the latest news is at the client? Have you checked their website? Checked news articles for any developments with their competitors? Have you thought about something you can share about the industry that they may not know? Will you leave the meeting with the client feeling that the time they spent with you was incredibly valuable to them, such that you can get another meeting next week?

Creating a strong, trusted relationship takes a long time. It needs a strong foundation, built one stone at a time. But you can’t build a stable structure on a pile of rocks. The foundation has to be designed with thought, intent and planning.

Preparation for any conversation is vital to you achieving what you want from that interaction, even if you claim you’re just going “to listen.” Because if you don’t know what you’re listening for, you won’t know when you’ve heard it.