Questions and Build Trust with New Clients

You have a new client. They have scheduled a conference call during which you’ll discuss a batch of web content assignments they’re hiring you to complete. You’ve never met the client, but based on a quick search, you have a basic understanding of their business.

How will you approach the client interview?

The answer to this age-old question varies from writer to writer.

You might like to clearly develop questions in advance. Or, conversely, you might prefer to completely wing it. No matter what your process is, the goals are the same: you have to simultaneously build trust with your clients and gather information for the pieces you’re going to write for them. Here’s how you can approach the client interview–and achieve both of these goals.

Research Their Business, Products, Services, and Competitors

Avoid going into an interview cold; namely, without sufficient background information on the client. You can do a light internet search, checking out the business and its offerings.

But that’s rarely enough to be thoroughly prepared. Look for competitors and do a refined search of each of your client’s services. Take notes on what you’ve researched, what you see on the client brief, and what you find on competitors’ websites.

Create At Least a Loose Outline with Questions

Based on your notes and your client brief, build out an outline of what you want to ask. It doesn’t need to be terribly formal, but it should demonstrate your knowledge of the client’s business, their offerings, and the assignment.

Check for Understanding

As you move through your questions, ask the client to weigh in. You want to make sure that your information is not only accurate but that it’s pertinent to the topic. This active listening technique goes a lot way in building trust.

Review Your Notes

After you complete the interview, review your notes with the client. Again, you are checking for your own understanding of their business and the assignment topic. You are double-checking for accuracy. And, you are making sure you’ve covered all your bases.

During the Interview, Ask the Client What Else You May Have Overlooked

Once you’ve reviewed your notes, ask your client if there’s anything else they’d like to add. Remind them that they are the subject matter expert, and you want to make sure you haven’t overlooked anything.

Offer to Be Available for More Questions

Even if your schedule is completely booked, let your client know you are available for any follow-up questions or additional information. This demonstrates you’re willing to go the extra mile to ensure that the content is what they want.

Client-facing doesn’t need to induce stress, confusion, or miscommunication. Follow these best practices when you interview clients, and you’ll quickly gain their trust and obtain the information you need to produce great content.