What's the quickest way to uncover client opportunities?
- Matthew Ireland
- 6 days ago
- 1 min read
Every client question belies something deeper – a pressure, a competing agenda or a fear of something going wrong. And this ‘hidden something’ can be an opportunity that gets missed by most.
Ask yourself: “Why is this question being asked?”
Or to put it another way, “Why is this a question at all?”
I’ve often heard clients ask their agency team something like, “Can you definitely turn this around by Friday?” A response is required, and most teams answer with a confident (or not so confident) “yes”, or try to explain why the deadline might be difficult. But stopping at “yes” or “no” overlooks the most valuable piece of information, which has yet to be spoken.
Curious account managers follow up by also probing, “What’s important for you to meet that Friday deadline?”
Deadlines are usually driven by something meaningful like a board progress update, a promise to local markets, KPI reviews, or bonus decisions. Even if it’s just a desire to clear the desk at the end of a busy week, this personal preference is worth knowing so you can tailor how you work.
Curiosity uncovers the critical unspoken need; whatever the initial question, it’s a proxy for something that matters much more.
Every additional insight gleaned is a chance to see what others don’t, to add real value and grow business by being an understanding, responsive partner. It also makes the job much more interesting and enjoyable!
