Client Disconnect: Are you selling what they're not buying?

Winning relationships are not just a nicety; they are necessary for success. Yet, many professionals overestimate their client relationship quality, believing they are client-focused when, in reality, they are far from it.

A recent coaching call with a capture team (business development, capture, project manager, contracts, and solution Architect) illustrated this disconnect.

This confident team of seasoned professionals believed they knew exactly what their clients needed, prided themselves on their product knowledge, and thought they were at the top of their engagement game.

However, as we reviewed their “highly” successful introductory meeting with a new agency, it became clear that their approach was more self-focused than they realized.

The Coaching Call: Unveiling the Truth

They spent most of the hour-long call proudly presenting the features of their new artificial intelligence solutions. "We had practiced our parts and delivered it perfectly," the PM said."

But his tone shifted when asked about the client's reaction.

"Well, they seemed a bit distant by the end," he said, "but I figured they were just processing all the information."

The Missteps: A Common Issue

The capture team’s self-perception of the successful call was potentially very different from the client's reality, but their behavior suggests otherwise. Worse, they may have inadvertently alienated the new client. This misalignment is extremely common. Below are a few of their (and others) missteps:

• Talking Too Much: Many professionals eagerly share everything about their solutions, company, and past successes. However, most clients want to vent and discuss their specific needs rather than be educated about solutions they don’t want or need.
• Rushing to Discuss Capability or Solutions: Diving into technical capabilities or solutions without understanding the client's needs communicates that the client's concerns are secondary.
• Failing to Listen:  Many miss critical cues from clients by focusing on what they will do or say next instead of staying present and listening to the client. This communicates that their concerns are not a priority, often leading to a breakdown in trust. If you're not listening 80% of the time, you're probably losing.
• Ignoring the client's agenda: Trying to steer the conversation to meet your goals by sticking rigidly to your agenda or pre-prepared questions risks missing the client's actual needs.

In reality, they dominated the conversation, discussing and proudly presenting their solutions without understanding why the client was interested, leaving no time for any questions. The client likely felt ignored, their voice drowned out by the team's enthusiastic briefing.

The Awakening: Realizing the Gaps

As we continued our conversation, it became clear to the team that they were self-focused.

"Wow," the PM said, "I never realized how my view of the relationships was at odds with reality…I thought I was client-focused but only cared about getting what I needed from the call."

The Path Forward: Embracing the Hi-Q Method

If you recognize these missteps in your client engagement, it's time to take action. The good news is that you can transform your client relationships with a commitment to self-improvement and the right training program.

Conclusion: Take Action Now

Embrace the future of client engagement by separating yourself from outdated "push" selling tactics and adopt an emotionally intelligent method like the Hi-Q Method. This modern approach will transform your client relationship quality by giving you the structure and confidence to become genuinely client-focused.

The Hi-Q Method isn't just a strategy; it's a complete paradigm shift. By mastering active listening, empathy, and the art of inquiry, you'll see immediate improvements in client trust and satisfaction. The results?

Deeper connections, improved intelligence quality, and a significantly improved win rate.

Don't wait for your competitors to get ahead of you. Training your team to use the Hi-Q Method today and watch their client meetings positively change in ways you never thought possible.

Your clients are ready for a change – are you?

With over 20 years in the government market, Nic Coppings, a senior partner at Hi-Q Group, has been pivotal in helping clients secure billions (and counting) in contract wins by enhancing their customer relationships and intelligence quality. Hi-Q training programs go beyond theory, equipping teams with the 'how' to forge winning relationships and weaponize customer intelligence. Connect with Nic on LinkedIn for more information on how to win more with winning relationships.