Ways to Encourage Clients to Share More in Interviews

“I guess it’s just… hard to explain.” A client said that mid-conversation. Then looked down. And changed the subject. ❌ I nodded.  ❌ I smiled.  ❌ I moved on. And I completely missed what they were trying to tell me. That was over a decade ago. But that moment still makes me cringe. Here’s what I’ve learned since: When clients don’t open up, it’s rarely about trust. 💥 It’s about timing.  💥 Safety.  💥 And the way we ask. Here are 6 questions that help clients open up: 1. “What’s the biggest challenge you’re facing?” → Let them choose what matters. → Ask it — then wait. 2. “What would success look like for you here?” → Focuses on outcomes, not problems. → Listen for how they define success. 3. “What’s been tried before that didn’t work?” → Respects their past efforts. → Thank them for sharing. 4. “What’s keeping you up at night about this?” → Surfaces unspoken concerns. → Quick answers usually mean there’s more. 5. “What should I know that I haven’t asked yet?” → Invites them to share what’s missing. → This is where the real story lives. 6. “What would make this a win for you personally?” → Because people make the decisions. → Only ask if you mean it. That moment I spoke about earlier taught me something  I’ve never forgotten: If you want the truth, you have to create the conditions  for it. Not by leading the conversation. But by opening it. With the right question.  At the right time. Because when clients feel safe enough to share what’s  hard to explain… That’s when real trust begins. Which question will you try this week? ♻️ Valuable? Repost to help someone in your network. 📌 Follow Mo Bunnell for client-growth strategies that don’t feel like selling. Want the full cheat sheet? Sign up here: https://lnkd.in/e3qRVJRf 

Have you ever blanked in a customer research call? I have. But I've got a lot better in the last few years and there's 1 single thing that's helped (aside from a load of practice). And that's a customer interview map. It is one thread -- one journey -- that you need to uncover through a job to be done / discovery interview. This visual really helps me with whatever question comes next: either upstream or downstream. If I'm about to blank, I repeat back, and ask 'what next'. Or I go back up the journey 'so you said you X, what led you to that? Where were you?'. It's still a work in progress, but has come a long way since my first customer interview in 2019. Here's some other pointers for customer interviews I've noted over the years: Putting the interviewee at ease: ➤Tell them there are no right or wrong answers. ➤Ask if they have a hard stop  ➤Ask if they are OK with being recorded and explain what for Getting better, more valid responses: ➤ Focus on real experiences, not future wishes ➤ No ‘could’ ‘would’-type phrases ➤ The word ‘why’ scares people, try ‘what made you….’ or ‘how’ instead How to dig deeper without the word 'why' ➤‘You mentioned [repeat what they said], can you tell me more about that?’ ➤ 'I noticed you used the word [keyword], what does that mean to you?' ➤‘So you said [repeat what they said], what did you do next?’ ➤ 'Playing that back [say it wrong], is that correct'? (to get them to correct you) What have you found helpful for interviews? Would also LOVE feedback on any wording here, anything that's leading or could be better phrased? Lmk. We'll do a V2.

There's a reason senior leaders in consulting command respect - their experience and tactical interventions are a goldmine. One tactic that I have come to admire is their ability to unlock insights without being pushy or overwhelming. Here's a simple gem I've observed: "That's interesting, can you say more?" This seemingly basic question packs a punch. It shows genuine interest, encourages elaboration, and gives the other person a platform to share their valuable perspective. It's a beautiful balance of active listening and gentle encouragement. It works wonders in: ▶ Client meetings: Prompting them to elaborate on their challenges fosters deeper understanding. ▶ Internal discussions: Encouraging junior team members to share their ideas creates a safe space for diverse thinking. It's a leadership skill worth honing, no matter your position. #ConsultingLife #Leadership #Communication #Growth #Mindset ------------------- I write regularly on People | Leadership | Financial services | Sustainability. Follow Surya Sharma.