There is a choreography to client listening conversations that differs from a regular catch-up or check-in. I like to think of the conversation running along two axes – over time, trust builds. I’ve summarised some of my key methods to ensuring the conversation runs smoothly, and making the most of this developing trust.
In this post, we’ll look at starting the conversation and ensuring the interviewee is comfortable talking. Next time, we’ll explore how to build on this trust and get more future focused insight, as well as the important step of closing the conversation positively.
You’ll see a picture of a diagram in my notebook outlining how this works. We’ll focus on the first two points on the left, here.
- Introduction: placement (why you are here, what you are talking about) and contracting (the parameters for the discussion). These are concepts taken from coaching and they are essential to ensure you and the person you are listening to are on the same page. I learned them from Richard Bentley PCC.
Placement could sound like this:
- “Thanks for agreeing to talk to me. I’ve been engaged and briefed by [person they know at organisation]. We’ve got about 45mins now, in which I’ll ask you some questions and ask you to describe your experience of working with [organisation].”
- Contracting is what they are signing up for, what you will do with what they share and any parameters for the conversation. If you’re going to record the conversation, you’ll also ask for permission here.
- “At the end of our chat, I’ll summarise our discussion and share it with [organisation]. This means it’s on the record, but if you say something you’d rather I keep confidential, tell me, and I can do this. If it’s important it goes back to [organisation], but it needs treating carefully, we can work out the best way to express it together. I’ll check in again at the end of our call to ensure you’re happy to share.”
2. You then start by asking some questions to which the answers are likely to be pretty concrete and factual. This is an easy place for the client to start and means they get used to talking, and how you might probe.
- “How does your role bring you into contact with [organisation]? What exposure have you had to [organisation]’s work?”
- If they don’t naturally segue into this, you’ll ask how the organisation has measured up against their expectations.
- “How would you characterise your experience working with [organisation]?”
- “How would you rate the quality of their work? What do you think about the team?”
- “How would you describe your relationship with your key contact?”
Sometimes, all you need to ask is one or two questions and the interviewee will take over from here! This part of the interview often seems to take a long time and you’ll wonder if you’ll ever get through it. Trust the process, it works.
Next time, I’ll share how you probe for positive feedback, improvements and ideas, and the all-important ways in which you close the conversation. If this piques your interest and you want to know more, book a free 30 minute call with me.