We’ve covered H for Hard Work, learning that sometimes you have to build your own door. But once that door is open, how do you keep the conversation flowing and, more importantly, how do you truly earn the client's trust?
Today, we dive into the letter I.
I is for Interest.
This isn't just about showing mild curiosity; it's about making a lifelong commitment to understanding the entire ecosystem in which your clients operate. Nothing happens in a vacuum. The budget concerns, policy changes, and technological shifts affecting one department will inevitably impact the section you are trying to sell to. The better you understand the whole picture, the more valuable you become.
The Engineer’s Code
Early in my career, I transitioned from the fast-paced world of media sales into the complex, often daunting, realm of technology. Suddenly, my daily life revolved around working with brilliant engineers.
I quickly learned the Engineer’s Code: they are not chatty. They prefer speaking with machines, and if you ask them to explain a highly technical item, they often give you the impression you are wasting their time.
I was completely green, but I knew I couldn't succeed by simply memorizing a feature list. My clients had engineers, and our company had engineers. Everyone knew what the solution was, how it worked, and why it solved the technical problem.
But here’s the rub: the people responsible for approving and paying the huge invoice are often not the engineers. They are the CFOs, the VPs, and the business unit heads. They speak the language of ROI, risk, and strategy.
My mission became clear: I needed to understand the technology so well that I could explain it to a complete layman without insulting anyone's intelligence. I needed to act as the translator, bridging the gap between the complex technical brilliance and the simple business necessity.
The CTO Test
I took a deep interest not just in our final product, but in the engineering process, the historical challenges we faced during implementation, and the nuanced language the tech team used. I spent extra time with our engineers, asking endless "Why?" and "How does that affect the user?" questions, converting their technical jargon into clear, compelling business narratives.
This dedication paid off in a big way.
I was once in a high-stakes pitching session with the Chief Technology Officer (CTO) of one of our key clients. We were discussing a particularly intricate aspect of deployment, and I responded to his complex technical questions with a level of detail and clarity he clearly didn't expect from a salesperson.
We successfully wrapped up the technical deep dive, and as we were exchanging pleasantries, the CTO leaned back and commented, "You have a great technical mind. How long have you been an engineer in this space?"
When I told him, with a smile, that I hadn't been in the industry for very long and had actually transitioned from media, he was genuinely surprised.
That moment was a turning point. His surprise wasn't just a compliment; it was an affirmation that I had earned his trust and respect because I had taken the time and interest to speak his language. I wasn't there to push a product; I was there as a knowledgeable partner.
The Danger of a Single Story
This principle of interest doesn't stop once you close a deal.
It is vital to cultivate a habit of lifelong learning. Take interest in how your client's industry is constantly changing. How are their customers evolving? What legislation is affecting their bottom line? There is a real danger in relying on a "single story"—a static understanding of your client's business.
When one section of their world changes, it creates a ripple effect that touches every other department. By deeply understanding these interconnected shifts, you move from being a vendor to an indispensable strategic advisor. You can proactively show your client where your product fits into their larger, evolving picture.
Be relentlessly curious. Your interest is the fuel for your business acumen, and it is the key to unlocking true, long-term partnerships.
💡 Your I-Challenge:
Identify the largest news story, policy change, or market shift that has impacted your client's industry in the last six months. Spend 30 minutes reading about it. Then, craft a short, value-driven email to your client that references this shift and asks a thoughtful question about how it affects their immediate strategy.
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