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Business Development Mistake #4 – Failing to Understand and Anticipate Client Needs

To develop business, you have to provide value to Clients. But no two Clients define value the same way. To learn how you can best provide value, you have to understand the Client’s unique needs. You accomplish this by learning their business and industry, preparing for meetings, asking insightful and targeted questions and, most importantly, listening to your potential Clients. 

But to really become a trusted advisor, you will need to anticipate needs before the Client even becomes aware of them – often called latent legal needs. By definition, latent needs are unmet, so they represent significant opportunities. By helping Clients identify and appreciate these needs, you position yourself as uniquely qualified to address them – often limiting competition and price sensitivity in the process. 

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