Two Options

If you want to know what your client cares most about, you have two options:

1. Guess.
   
2. Ask Them.
   

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You might think you already know, because you've been working with them for some period of time and things seem to be going rather well.  After all, there is a service agreement in place and we both know what that says.  So you’re not really guessing: Right?  Wrong.

To qualify as truly “asking”, there are two essential steps:

1. Do your homework on the basics and get up to speed on the products or services you're providing. Know your stuff!
   
2. Carefully consider what you want to find out more about from your client and how you will ask open-ended questions. Then go meet with them!
   

Invariably, when you do these things, clients are more than happy to talk and tell you exactly what’s most important to them.  Very often what you learn is both surprising and actionable.  One thing’s for certain: the insights you gain are Golden Nuggets for creating lasting value in your relationship.

Which of the two options do you utilize?