Obviously, the goal is to graciously ask questions during these encounters. Art comes into play in the manner that you ask the questions. No one likes to feel like they are in a deposition. Remember, you are striving to build long-term profitable relationships. The answer is, asking more questions.
Questions are the keys to unlock the vaults of information, needs, wants and emotions.
As you master the art of asking questions you will gracefully control the discussions with your clients. It's time to go from preaching to meddling. The most important person you have to ask questions, is yourself. The best test of 'who are you' is the quality and quantity of referrals you receive. They don't need to have a long explanation about the history and values of your company.