We’re diving into a topic that lies at the heart of successful business development: truly understanding your client.

In my experience working with technical professionals, I’ve seen how easy it is to focus on solving the problem in front of you. But to really elevate your BD game, you need to step back and look beyond the immediate project to understand the bigger picture – your client’s goals, challenges, and ambitions.

This deeper understanding allows you to not only meet their needs but anticipate them, setting you apart as a trusted adviser rather than just a service provider.

Why client understanding matters

Clients aren’t just looking for someone to complete a task; they want a partner who understands their world. Their business drivers, market pressures, strategic goals and personal values all shape their decisions. By taking the time to uncover these factors, you position yourself as someone who offers tailored solutions, not just technical expertise.

A deep understanding of your client also builds trust. When clients feel seen and heard, they’re more likely to turn to you, not just for answers, but for advice and collaboration.

Four ways to deepen your client understanding

Here are some practical strategies to strengthen your understanding of your clients:

1. See the bigger picture Move beyond the immediate project and ask yourself: What are your client’s overarching goals? What external factors (e.g. industry trends, economic pressures, or regulatory changes) are influencing their decisions?

By stepping back and viewing the project in the context of their broader business, you’ll gain insights into what truly matters to them. For example, a client’s request for a quick turnaround may not just be about deadlines; it might reflect their need to stay ahead of a competitor or seize a fleeting market opportunity.

2. Ask thoughtful questions One of the simplest but most powerful ways to understand your client is by asking the right questions. For example:

– How are you adapting to [specific trend/regulation/market change]/ how do you feel it might impact you?

– What are the key objectives for you or your business this year?

– Where and how can we add more value to the relationship?

These questions demonstrate genuine curiosity and open the door to more meaningful conversations. Clients often appreciate the chance to share their bigger picture, and you’ll uncover insights that help you craft solutions that resonate.

3. Listen for what’s unsaid What clients don’t say is often as important as what they do. Sometimes their real concerns, fears, or aspirations aren’t immediately clear. Pay attention to tone, pauses, or recurring themes in their conversations, or their body language. By tuning into this you will pick up signals – be interested, say that you sense there’s something else. Us humans love to be heard!

For example, a client might express frustration about short deadlines, but what’s unsaid could be an underlying concern about pressure from their own leadership team or competitors. Picking up on these unspoken cues can help you provide solutions that resonate more deeply and demonstrate your commitment to truly understanding their needs.

4. Business is personal Long-lasting relationships aren’t solely built on business interactions. Over time, getting to know your clients as people – not just professionals – can deepen trust and strengthen your connection.

Take a genuine interest in their hobbies, family, or other aspects of their life outside work. Perhaps you both enjoy the same sport, or you share an appreciation for a particular book genre. Mentioning these shared interests in a natural and respectful way can create a stronger bond.

I have got to know clients very well on bike rides, playing golf and on one occasion climbing a mountain!

Importantly, this kind of relationship-building must be authentic. Clients can easily spot when someone is being insincere. When done genuinely, these personal connections can form the foundation of a relationship that stands the test of time.

Taking a step back as we approach year-end

December feels like the perfect time to take a step back and reflect on your BD efforts in 2024. In our next edition, we’ll focus on helping you evaluate what worked, what didn’t, and where you can improve in the year ahead.

In January, we’ll return with a fresh start, exploring New Year ‘BD’ resolutions to kick-start 2025 with clarity and purpose. Then, in February, we’ll pick up where we left off and continue delving into the five key ways to achieve BD success.

Until next time, thank you for reading, and I look forward to continuing this journey together.