As a writer, I interview hundreds of sources each year. I started out learning to interview people while at the University of Missouri School of Journalism in Columbia, Missouri, where I received my undergraduate degree. And each year since I have used what I learned and expanded upon it from personal experience talking to people and getting to the heart of their experiences and concerns.
As a design professional who deals with church clients (and all kinds of clients) in interview situations, where you must learn both the client and the project, you know firsthand the critically important need for a truly fabulous interview. You can envision better, connect more intensely, create most vividly, and understand nuances, flavors, personalities, objectives, and needs undeniably better when you conduct that interview with an open heart and open ears—when you truly engage your source.
Yet, knowing the importance of a great interview and actually conducting one yourself are two very different things. To help the capability match the need for it, I’ve pulled together the top seven ways to achieve a truly great interview. For me, they are critical as a writer and a storyteller. For you, my hope is that you’ll find them indispensable as a creator of spaces and experiences.
No. 1: Be on time. This is one I occasionally botch. But you and I both know, it can make or break whether or not you get the story or the design project. And either way, it sets the tone for all future communication.
No. 2: Prepare fabulous questions based on research. Thoroughly do your homework. But then don't be so tightly married to the questions you craft that other topics and questions aren't allowed to enter the picture and inform the meeting or conversation. You are here more to learn than to show what you know.
No. 3: Listen more. We must strive to listen as much as we speak—and to really hear out our sources. When they speak, give them a chance to pause and formulate their thoughts, and to slide between topics a bit in working out their best thinking. If you’re speaking to more than one person at the same time, which is oftentimes the case for designers, allow your sources to talk to each other too and to bounce ideas back and forth. That’s oftentimes where you'll get the gold. (If anyone monopolizes the conversation, politely jump in and move things back to the topic or the next item for discussion.)
Note: There's a delicate dance between having your questions and topics prepared—and then backing off and listening after you state them. Be aware of your source and the flow of communication. Notice. Listen.
No. 4: Read people. (This comes from both listening and observing, if they're sharing video on a Zoom call, for instance.)
Read their body language and expressions either in person or if they're sharing their video—or read it in their voice if they're not. You can tell when someone is trying to speak or interject and can't. You can tell when someone is like "yada, yada, yada" and you're going on too long yourself. And you can tell if someone is edgy because they said they have another appointment right after and they really need to wrap things up and go. To keep them beyond that boundary they have set is simply rude.
No. 5: Care deeply about their comfort level. If they are shy, gently draw them out. If they are bored, stop and ask their opinion. If they are edgy and have to go off the call for another appointment or distraction, let them. If they have something to say, let them. And really listen. People will be more comfortable to express their thoughts if they know that we will listen. We need other people's input, desperately.
No. 6: Say "Tell me more." If they say something that seems off the chart from the topic or that you don't agree with or that causes concern, say "Tell me more." And then listen. You might be surprised at what you'll learn.
No. 7: Enjoy the process. Trust me, your contact (or church committee) will sense it. And if they can't sense it, they'll be uncomfortable. And if they're uncomfortable, you won't get their full energy, attention, and engagement. So lighten up, be yourself, and have some fun.
There are those who are naturals at connecting with others. Those who can become true connectors over time and with practice. And those who would probably be best served to let someone else build the rapport. Whichever you are, though, becoming better at conducting interviews is achievable—and will help you get more business over time.
Communication is an art, one that begins with simply, and truly, listening.
***
