The Problem
Over the years, I have interacted with many different sales reps from many IT consulting firms. During that time, I was able to appreciate many different approaches on:
- the kinds and relevancy of the questions they ask
- how they record answers to those questions
- their ability to communicate how they can help
- the "repeat index" - how many times I end up answering the same questions
You probably have your pitch already crafted and you also understand very well the capability offerings of the IT consulting firm you represent. However, if you are not able to accurately capture and organize the information that your potential customer is sharing with you, you could loose a very big opportunity. Even bigger problems pile up if you are not able to find, recall or even understand the collection of random, unorganized notes you took during the first encounter with that sales lead. The worst case scenario occurs when your prospect starts to wonder if you were even present the last time you spoke. That is typically when they start to tune you out.
A Proposed Solution
If you think you could use some help with your documentation, and organizing skills, then keep reading because this post is about finding a better way to record, organize, share and learn the info you are able to extract from your customer.
- For first time meeting with potential client
- Even before you meet with prospect, start a file to collect info about that firm. Understand what they do. What is their business? What is their industry? What is their size? Locations? Are they global?
- If you use Google Chrome, or any other browser, create a folder for them to collect interesting links about them.
- You can use this research time to prepare a list of questions when you do visit with them
- If you find them on social media (Twitter, FB, LinkedIn), follow the company. If you find the person you are meeting with on Twitter, follow them.
- Make time to meet with a Systems Architect in your consulting firm and show them what you have found and see if there are interesting questions that they would want to ask about your prospect.
- For subsequent meetings with client
- Review your notes
- If needed, make time to meet with your trusty Systems Architect to discuss any interesting things that have come up in the past or may come up in your next meeting.
- If your contact has a LinkedIn account, evaluate if this is a connection worth establishing.
Take Notes (during meeting)
- Be an Active Listener
- Perfect your note taking skills
- The mind and spoken words will always go faster than the speed at which you can write. Try using Mind Map Techniques to get better at taking notes.
- You can practice this technique by choosing a topic you know very little about. Go to YouTube and find 5-10 minute videos on the topic. As you watch the video, take notes using the Mind Map notation. Practice, practice, practice.
Gather Up Thoughts (post-meeting)
- Document and Archive
- Do not procrastinate on this step
- While your thoughts are still fresh, take some time go over your notes (ideally the mind map you drew). Base on that you can write up a better summary of your visit.
- Consider creating simple, but technically oriented UML diagrams for
- documenting a system you discussed with your client
- UML Use Case Diagrams are excellent for this
- documenting series of interactions your client has with their clients, partners or other third-parties
- UML System Sequence Diagrams are a great tool to illustrate these interactions
- A Systems Architect at your firm may be able to help you get better at using those UML artifacts
- Catalog the business contact information of your client if not done already
- As you go through the information you collected, you may have additional questions. This could be a great way to stay in touch with your prospect and reach out. Make sure you don't pepper them with too many questions though.
- Make sure you file all the new information you have in the folder you created during the preparation step
- Share With your firm's Solution Architect
- Again, make time to meet with a Solutions Architect in your consulting firm and show them the new information you have learned.
- Use this time to discuss in more detail how your consulting firm is able to help your potential customer
- Ask your Systems Architect what questions would be interesting to ask or what information you can share with your prospect the next time you meet
- Your Systems Architect may be able to help you refine your documentation, specially the UML artifacts.
- Make sure you update your file with any changes or additions after this discussion with your Solutions Architect.
Repeat
- Next time you meet with your potential customer or a new lead go to the "Preparation" step and repeat!
In conclusion, the real trick is about improving your ability to record and organize information you collect from your current or potential customers. Over the course of a few visits, you will amass a very valuable package of information about each of your customers. You will forge a good relationship with your colleagues, and most importantly, your customers will start to notice that you really know their needs.
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