We all know how important informational interviews are; good primary research is the foundation of a strong and resilient business. But we often neglect taking advantage of this priceless tool to help us discover where we can make a unique impact on our clients’ outcomes. Mary Ellen shares the strategies and tactics she has seen to be successful in eliciting unexpected insights on what clients care most about. (Hint: it definitely isn't what you think it is!) Learn how to see your services from your clients’ perspective and how to more effectively convey your unique value so that your clients understand it.