“Client meetings are more than just exchanging information—they’re about building relationships, demonstrating expertise, and setting the tone for future collaboration.”
Julian again! This month I’ve been thinking more about what makes our meetings with clients truly effective. Whether it’s your first meeting with a potential client or a regular catch-up with someone you’ve worked with for years, these meetings are more than just business transactions—they’re about building trust, forging relationships, and setting the stage for future collaboration.
Client meetings can often feel like routine exchanges, but when you dive deeper, you realize just how much preparation, communication, and cultural awareness are required to truly make them impactful. And with international clients, these factors become even more important. So, below I discuss some key elements to make the best use of these interactions with clients. Looking forward to hearing people’s ideas and thoughts!
Preparation is More Than Showing Up
Let’s start with preparation, which, to me, is the bedrock of any successful meeting. Walking into a client meeting without having done your homework is a huge risk. It’s not just about knowing who the client is or what they need—it’s about understanding the wider context of their business, their challenges, and their expectations. Preparation is particularly crucial when working with international clients, where cultural norms and expectations can vary. For instance, while some clients value getting straight to the point, others appreciate a more relationship-focused approach with some friendly small talk to kick things off.
Active Listening: The Real Superpower
Let’s talk about listening—because this is where we can always improve. We’ve all been guilty of thinking about our next point instead of truly listening to what the client is saying. But active listening is about more than just hearing words—it’s about understanding the emotions, concerns, and motivations behind them. When a client is speaking, one of the best things you can do is reflect back what you’ve heard. It’s equally important to ask the right questions—questions that encourage your client to share more details rather than simply giving you a yes or no answer. And don’t forget to listen for what’s not being said. Pay attention to tone, body language, and facial expressions. These non-verbal cues can sometimes reveal more than the words themselves.
Asking Powerful Questions: The Key to Insight
The type of questions we ask are important—and it’s not just about getting answers, it’s about uncovering real insights. We’ve all been in situations where we ask surface-level questions, but to truly understand a client’s needs, you have to go deeper.
Powerful, open-ended questions are your tool for driving a conversation toward what really matters. They allow your client to open up about their challenges, goals, and potential roadblocks, giving you the context you need to provide meaningful solutions.
Instead of asking questions that lead to yes or no answers, try to encourage your client to reflect and elaborate. For example, instead of asking, “Is this a challenge for you?” you could ask, “How has this challenge impacted your business?” These kinds of questions shift the dialogue from basic information-gathering to a more thoughtful exchange. The deeper you dig, the better you understand the client’s core needs—and the more value you can bring to the relationship.
Just as with active listening, it’s not only about what’s being said, but what’s beneath the surface. Asking the right follow-up questions can reveal layers of complexity that might not be immediately obvious, helping you tailor your solutions to truly fit your client’s situation.
Flexibility Within Structure
Of course, meetings aren’t just about listening. They need structure too. Without some kind of framework, conversations can easily drift, and important topics might get missed. But structure doesn’t mean rigidity. It’s about setting a clear agenda while also being flexible enough to follow the conversation where it leads. Before the meeting, it’s helpful to outline what you need to cover and what you hope to achieve. Communicating that agenda upfront gives the meeting a clear direction and ensures both you and your client are on the same page. At the end of the meeting, make sure to summarize the key points and confirm any next steps.
Let’s grab a cup of coffee!
If this resonates with you and you’d like to take your client meetings to the next level, let’s grab a cup of coffee. I’d love to hear from you and help you on your journey.
Hope all is well in your world, and until next time, take care!
Photo by Priscilla Du Preez 🇨🇦 on Unsplash