For the past two years, I have been on the road coaching sales executives on how to sell to the government. During this time, I've seen a trend among experienced, high-powered executives during classroom role plays. It is a habit many people get into when they are nervous and in front of a client (and, in the case of role plays, in front of an audience.) If you do any of these to open a client meeting, you are setting yourself up for failure: Product Presentation, Demonstration, PowerPoint or Pitch.

Walking into a client visit intending to give a prepared presentation from the onset will result in a "thank you" and an escort to the door. We've all done it. We talk and we walk. When we get in our cars after the meeting, we think to ourselves, "Oh, I didn't even ask them their [title, budget, time-line, interest level, phone number, etc.]."

Here's an exercise I'd like you to try sometime. When you visit with a client, take only a piece of paper, a pen and your business card. You won't believe how naked you'll feel without your product brochures and other information. Now all you have is a sheet of paper for notes and your card. What are you going to present? Absolutely nothing. This exercise will force you to have a real conversation with the client. Write down these words on the piece of paper:

Who?

What?

Where?

When?

Why?

How?

As you speak with the client, fill in the blanks. Do not start presenting until you get a complete story of their situation. Here's how the conversation might go:

"Hi, my name is Eileen. I appreciate the time you're taking to help me understand how I can be of assistance to you. Before we get started talking about my business, I'd like to take a minute or two to get to know a little more about you and your agency to see if I can help you. If I can't be of assistance, I have a huge network of service providers and I'll recommend to you the very best in the area of expertise you require."

Trust me, the customer will appreciate your approach because it creates a "consulting" environment rather than a "sales pitch."

*** Uncovering the "Who"

"I'm always impressed with people who dedicate their career to public service [e.g., military service]. Tell me about yours." "How did you get to where you are today?" "What is your role at ABC Agency?" "When you need assistance like mine, who do you typically call?" "Who else do you know (on base, in the building, in the agency) who needs my service/product?"

*** Uncovering the "What"

"If you had a magic wand and wanted to change one thing about their service/product, what would it be?" "What contracting vehicle do you use to procure their services?" "What do you anticipate the budget to be for this type of product/service over the next year?" "What do you like/dislike about your current supplier?" "What do you think you will need to solve your problem?" "What are you hoping to accomplish as a result of this project?" "What is proper contracting protocol in this agency? Is there anything I need to know that is different from any other agency I work with?"

*** Uncovering the "Where"

"Where do you currently go to solve this problem?"

"Where do you anticipate your public service taking you in the future?" "Where will the work/product be delivered?" "Where do you go within the agency/base to get assistance to fix this problem right now?" "Where does the decision process, regarding choosing a vendor, go from here?"

*** Uncovering the "When"

"When do you anticipate making a decision about contracting a product/service like mine?" "When do you need the project finished?" "When do you call in contractors/outside vendors to assist you?" "When do you expect delivery from your service providers/vendors?" "When can I visit with you again?" "When does the current contract with your current vendor end?"

*** Uncovering the "Why"

"Why did you select your current vendor?"

"Why would you go outside your current vendor? As a backup or a replacement?"

*** Uncovering the "How"

"when it is time to make a decision about purchasing a product or service, how does that process work?" "How do you anticipate I can help you?" "How are you solving this problem now?" "How can I be of assistance to help you get to the next level of your career?" Note - Offer yourself as an outside resource and this will establish trust and relationship.

Using any combination of these questions as well as some of your own, you will find an angle to assist this client. Now that you know them a little better, you can give them a quick assessment of how you can be of assistance and ask if you can put together a customized concept for them. Tell them you would like to schedule your next appointment for a week later.

With the gathered intelligence in hand, you have what you need to pull together an assessment for them. Present it to the customer in such a fashion that he can walk it into his supervisor's office and take credit for your concept or solution. Strive to make the client look good and solve their problems. In doing so, you will have created a great relationship.

No more sales pitches. Your goal is to get their story and solve their problems. The government buys $1 million dollars in products and services each minute. The only way you can get in on this opportunity is to develop a long-term, committed relationship. This sales process will help you dig deep into the agency and build real business.

Here's to selling with just a business card!