Tips For Learning What Clients Want (When They Don't Know)

By Mitchell Goozé

Editor's Note: This article is the first part of a two-part article. You can read the second part in the upcoming October 31 issue of Rainmaker Report.

For the past several years we've been pushing our professional services clients to spend more time with their clients. Not just to conduct business development, but also to learn how else they serve their clients, and how their clients perceived them as different from the competition.

On first read, you might conclude that "business development" and "how else you can serve" them are just two ways of saying the same thing. They can be, but it is critical to understand where they are not identical.

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