One of the most challenging parts of running a small business is client acquisition. There are many ways to look at drawing in customers and clients, from sales techniques to marketing campaigns. One of the most overlooked and most powerful ways is to get out of the building and find out what is really happening with your customers (and potential customers). In this engaging and informative session Bob Smith, Director of the Innovation Commercialization Assistance Program (ICAP) at the Virginia SBDC Network, will give you insights into how to figure out what your customers really want. By putting aside our desire to pitch our solution we can open up a different conversation with existing and potential customers. The information they share can transform your business and enable you to find revenue streams hidden in plain sight.