Find out the client’s key business issues by simply asking:

“What are some of the business issues you’re facing that are driving an interest in‐‐‐‐?”

By doing this, you avoid falling into the “solution‐talk” trap, and focus instead on the client’s specific business issues.

More than likely the client will bring up those issues that are top‐ of‐mind. But to be sure, follow up with the question, “Anything else?” This helps your client go one step further than top‐of‐mind and give a more complete list of issues. You’ll find that often the most important issues only surface after you ask “anything else?”