Maraia on Marketing:NQA

Mark Maraia and John Mitchell gave an energetic presentation to the Rocky Mountain LMA Chapter this week.  Here are some take-aways from the presentation and Mark's book, Rainmaking Made Simple:

-  Think NQA when developing a relationship with a client or prospect:

        NEEDS:  What are the personal needs and fears of this person?  They could be needs of control, power, feeling understood, to save time, industry knowledge, to look good to boss, have fun, get respect, develop chemistry or rapport, or to avoid surprises.

      QUESTIONS:  What questions can I ask?  What information can I glean? How can I listen (rather than talk). 

     ADVANCES:  What is the next step that we can agree on?  Another meeting?  A phone call?  A meeting with someone else in the company?  A meeting with you, this person, and someone else at the firm?

Mark also handed me a card during the presentation with these tips for working "for the" room:

• Put people together for their mutual benefit
• Engage in High-Energy Questions (see below)
• Act as host rather than guest. 
• Find a specific person - someone you hope will be there or that you have never met face to face.

He gave some examples of "High Energy Questions":

•   What do you love most about your work?
•   How would I know if I were talking to someone who would be an ideal client for you?
•   What is the most notable trend in your industry?
•   How did you get started in this business?
•   Which of your competitors do you fear the most?
•   What is the most exciting project you are involved with now?
•   How has the economy affected your business?
•   What is the most interesting book you have read recently?  Why?