Asking the Right Questions to Uncover Client Needs and Exceed Expectations

Understanding and exceeding client expectations is crucial for any successful business relationship. This presentation, "Asking the Right Questions to Uncover Client Needs and Exceed Expectations," will guide you through the process of identifying and addressing the core needs of your clients. By learning how to ask the right questions, you can gather essential information, build stronger relationships, and deliver tailored solutions that go above and beyond. This session will provide practical techniques and real-world examples to enhance your client interactions and drive exceptional results.

2. Asking the Right
Questions to Uncover
Client Needs and Exceed
Expectations

3. Overview - Why Asking Questions + Listening Is
The Best Combo
●We may have learned at some point that listening is a very
important skill when learning from a customer
●It is, but with the addition of asking the right questions, the
relationship becomes even stronger

4. Ok, what questions do I
ask?

5. First, let’s
discuss what
Good Questions
Accomplish
●Asking great questions shows
the client you came prepared
for the call and thought about
them outside of the meeting
●You can show the client you
know what you’re talking about
without making things about
you
●We find new opportunities and
are able to get ahead of any
potential issues

6. 1.Questions Show You
Came Prepared
●Clients have options when it
comes to advertising agencies so
we always want to be showing
clients why we’re the best agency
for them
●Having questions prepared before
the meeting show the client we
are “always” thinking about them
and they are our “only” client
●TRUST is solidified when the client
hears great questions as they
know we have their best interest
in mind
●Once we establish to the client we
come prepared with great
questions to meetings, clients will
look forward to meeting

7. Examples
●“I was thinking about our previous meeting
when you said “....x…”, what changes have been
made…”
●“Hi Mr. Client, before we get started with the
meeting, I have a few questions the team and I
were discussing”
●*at the end of a meeting* “Looking ahead, I was
thinking about “....x….” for an upcoming
initiative. What are your thoughts on….”

8. 2. You Can Show The Client You Are An Expert Without Making It About You
●You want your client to trust your abilities
without feeling like you’re showing off
●Asking specific questions to their
situation helps show that you thought
about what a solution might be but wanted
to hear their point of view
○These types of questions involve the
client into the conversation and you are
no longer talking at the client but with
the client
●Having an example ready with your
question can show the client that you have
worked with a situation similar and
therefore have the expertise to handle it

9. Examples
●“Looking at Month over Month data we can see
that summer is our biggest sales month. Do you
support the idea of increasing budgets to
capture the most traffic?”
●“I wanted to ask your thoughts on streaming
tv?We have seen the benefits of the new
placements on and off Amazon and believe it
could be a great way to build brand awareness”
●“We helped a client achieve their ROAS goal by
breaking out campaigns with exact match
keywords to increase specific traffic. Have you
considered something like that before?”

10. 3. We find new opportunities and Get
Ahead of Any Potential Problems
●Clients don’t know everything about advertising , which is why they
hired us!
○Asking follow up questions to a statement a client makes not only
helps clarify for us, but invites the client to think deeper about what
they’re saying which ultimately gets them more involved
●Clients who come to us for one service might not even know about
another service we offer. Asking questions uncovers opportunities that
they didn’t even know we had!
○Creative services, operations, inventory management, etc.
●Setting expectations is critical in our business. When we ask the right
questions, we can challenge a client who may have had unreasonable or
even too small of expectations
○The client wants us to lead the way and set them up for success

11. Examples
●“That sounds great Mr. Client. I will say that
working with clients with your budget, it is
usually x amount of time before we hit our
goals. Have you had a different experience in
the past?”
●“I know the initiative we suggested includes
creative. Do you have someone who can do
that? We have an in house designer we work
with….”
●“After hearing your goals, I believe we could
actually hit a lower ACOS. With your budget
and account history I believe we can definitely
get there. How did you come up with the
original goal?”

12. In Conclusion
●Asking great questions shows you are
prepared and thinking about the client
outside of the meetings
○Which builds trust with the client
●You can show you are an expert with
great questions without seeming like a
“know it all”
●Asking questions saves us time down
the road by uncovering any potential
issues and growing our relationship
with opportunities

13. Subtitle
Final text/thoughts
THANK YOU!