Why Preparation Reveals So Much About Candidates, Prospects, and Potential Partners
Nearly 10 years ago, Marketing Expert, Robin Robins taught me a question that I still use in an interview or new prospect meeting today. The question is:
“What do you know about me and my company?”
I first used it in interviews. Now I use it everywhere. Job interviews. Sales meetings. Introductory calls. Joint venture conversations.
Even when I’m not asking the question, I am still listening to our conversation to hear if it is being answered. 99% of the time, whether I ask or not, little to no research has been done.
As a small business owner of two businesses, I spend a lot of time preparing for a meeting. I research candidates before interviews. I review a prospect’s website before a sales call. We even look up potential partners before agreeing to a meeting.
So why does it so often feel like I am the only one doing it?
When someone shows up to a conversation and clearly has no idea who I am, what my company does, or who I serve, that tells me something. Not because I need the attention, but because preparation is a sign of respect.
And respect matters in business.
This is not about memorizing my bio or reciting my services. I am not looking for flattery. I am looking for effort.
Did you take ten minutes to visit my website? Did you scroll my LinkedIn? Did you read one article or watch one short video? All of that information is readily available.
When a candidate cannot answer this question in an interview, it is a red flag. You are asking me to invest in you. Your career. Your growth. Your future. The least you can do is understand who you are asking to invest.
Lately, this showing up more and more outside of the hiring process.
In sales meetings, I cannot tell you how many times I have been asked questions that are clearly answered on my website. Or listened to a pitch that has nothing to do with my audience, my values, or my business model.
That tells me you did not come to have a conversation. You came to deliver a script.
And in joint venture or partnership meetings, this becomes even more important.
If someone wants access to my brand, my audience, or my reputation, I expect them to understand what I stand for. When they do not, it tells me they are more interested in what they can get than how we might actually align.
Here is a foundational step to building loyalty: The person who prepares for a meeting is the same person who prepares for a client conversation. The same person who reads instructions before starting a project. The same person who thinks ahead instead of reacting.
Preparation is about mindset, not perfection.
And one of the clearest signs of a high level professional is curiosity.
They want context. They want understanding. They want to walk into a room knowing where they are.
When someone says, “I spent some time on your website and I really resonated with how you talk about respect and intention,” my guard immediately drops. Not because they said the perfect thing, but because they showed me they cared enough to look.
The bar is not high. It is just rarely met.
What concerns me most is the imbalance. When someone expects me to understand their background, their offer, their goals, and their vision, yet they have done zero work to understand mine, that is a problem. I pay attention to that and you should too.
Because if you do not prepare for a high stakes conversation where first impressions matter, what happens later when things get busy, messy, or uncomfortable?
People reveal themselves in small moments.
This question is not about catching someone off guard. It is about seeing how they show up. When Robin taught me that question, it was such a lightbulb moment for me, I hope this question now is for you too.
So whether you are interviewing a candidate, meeting a new prospect, or exploring a partnership, ask this question.
“What do you know about me and my company?”
Then pause. Listen. Their answer will tell you far more than any polished pitch ever will.
Lisa Shorr is a Certified Image Consultant, Business Communication Coach, Co-Owner of a thriving MSP, and best-selling, award-winning author of Your B.R.A.N.D. Unleashed: 9 Proven Strategies That Build Trust and Maintain Lasting Client Loyalty. With over two decades in the IT industry, Lisa specializes in helping MSP and small business owners and leaders develop their executive presence, improve client retention, and become trusted authorities in their field. Through her proven B.R.A.N.D. Method and high-impact coaching programs, Lisa transforms technical teams into confident, client-focused professionals who lead with clarity, connection, and confidence. Visit ShorrSucess.com to learn more.
Originally published on Substack.
