When you talk to your customers, what do you typically talk to them about?

For me and my role as an evangelist at a marketing technology company, it can depend on the context of the meeting, who is in the room, their expectations, length as a client, etc. But generally it comes down to talking to them about how to solve their challenges or achieve their goals.

In some cases that can be by educating them on trends and new products or features that can help; in other cases it is by asking questions and listening for cues that then drive the direction of the rest of the conversation. And in some cases it is creatively solving a pressing issue of pain.

In the end you want the client to not feel overwhelmed or that they were sold to, but rather feel like there are at least a couple of solid takeaways and action items after the meeting. If a few months after the meeting or conversation the client hasn't progressed, then your conversation didn't likely lead them in the right direction.

Listening is key, but ultimately most clients expect you to provide direction, answers and a resolution.

When you call a customer you want to be seen by the customer as Good News.
If you're just making a "servicing call" then you appear to them as more work, rather than more value. In other words, they need to want the conversation as much as you do.
How do you do that?
Talk about what they care about.
How do you know what they care about?
Ask them, observe them, study them and think like them.
"If I were our customer, what would I be concerned about?"
Many organizations train their people in what to tell the customers when they should be training them in what and how to ask. The better we are at becoming the customer's "Partner in Problem Solving" the more welcome we will be on each point of contact.

When I get the chance to talk to my customers, it's about two things:
a. sharing relevant info about how my products/services can help solve their pains
b. asking them for feedback on how my business can serve them better

It's a two-way lane for me and my customers, and I take the time to listen and converse whenever I can.

Hi Caty,

I agree with much of what the other respondents have suggested:

Talk to the customer about what the customer; not you.
Ask questions more than you tell.

A strategy that I've found to work well is to focus on those universal challenges faced by every business owner and executive, regardless of the industry:

QUESTIONS AROUND BUSINESS GROWTH STRATEGIES:
Acquiring more customers
Winning a greater share of wallet (I hate that expression, but people understand it!) from existing customers
Differentiating your business from your competitors

QUESTIONS ABOUT CONTROLLING COSTS:
Controlling the cost of labor
Creating efficiencies in the business

If you focus on those areas, the conversation will inevitably be of interest to the customer. Good question in those areas will cause the customer to think about what's important to them.

Wherever possible present actionable ideas so the customer comes away from the conversation with something of real value.

Naturally, if you know the customer's business very well, you may be able to jump right into a very specific conversation. Otherwise, start out with what's of universal interest in business, and once the customer gets rolling, you'll both learn a lot.

And remember the objective of every conversation - be sure it's a conversation that the customer will feel was worth his/her time (obvious perhaps, but it's violated frequently!)

'Hope that helps.

Jim Watson

When I talk to my customers, I typically want to know exactly what they want, their need, and I listen very attentively. Then I respond accordingly and suggest alternative solutions in case I do not have the solution. The customer may then ask other questions and I will respond to satisfy his or her need. As we conclude, I introduce other products that we have and an additional sale is sometimes made. So basically it is talking about their needs and solutions available.

There is an underlying factor not mentioned in this question and is the call generated by you or by the customer? If it is generated by you, then as others have said it should be about them. If it is generated by them, then now is the time to actively listen and seek clarity as to the purpose of the customer's call. Both situations require a high application of emotional intelligence.

At the risk of being perceived to be a tree-hugging, feel-good, warm and fuzzy guy . . .

Talk with them about anything but work, problems, products, deals-of-the-month. Effective business relationships are built on "relationship before process" interactions. So, it's important to find out how the kids are doing, what the latest accomplishment with a hobby has been, and whether the golf game is going anywhere but downhill.

That mission accomplished, quickly and sincerely, it's appropriate to get down to work, as others have said: listening, focusing on their issues, challenges, and concerns, and thinking through if and how your product or service might help - or whether there is a solution beyond what you do that would be appropriate.

Your role as a trusted and valued business advisor will be eroded if you can't get out of your specific product/service box - and if you can't begin each contact with a re-affirmation of your relationship with the customer as a human being.

Almost all have mentioned about talking about what the customer wants, needs and likes. Very often all these three can be three different things. Also it would be good to remember that all the above three have an official side as well as a personal side, which again, may or may not be in sync. It is a tight rope walking. Focusing on the wrong thing can back fire.

I recall a discussion with an upscale hotel marketing person. I was discussing about how their hotel can meet my current business needs and the sales person was focusing repeatedly on what she can do for me personally like free dinner, free coupons etc. To me that was unethical so I asked the person to leave.