Successful Sales Meetings Begin BEFORE the Sales Meeting!
You have one opportunity to make a first impression on a sales call with a prospective client. How do you prepare for and conduct your first meeting so it leads to a successful outcome?
Paul Cherry of Performance Based Results suggests that rather than waiting for your first meeting, you take a proactive approach by contacting your prospect beforehand and asking this key question: “So that I can prepare for our meeting and address what’s important to you, what’s one area you are looking to address when it comes to …?”*
It’s crucial to conduct thorough research on your prospect in advance to understand any specific issues and challenges their company may be facing. By asking this question ahead of time, you can tailor your presentation and conversation accordingly, ensuring you don’t go into the meeting blindly. This approach allows you to focus on how your services and products can specifically meet their needs. It also helps you evaluate whether this prospect is a good fit for your services and products and a worthwhile use of your time.
How often have you spent time meeting with someone, only to discover that (a) they are happy with their current vendor, (b) their issue does not align with what you offer, or (c) they aren’t even aware they have a problem and need a solution?
This proactive preparation not only enhances your chances of making a positive first impression but also increases the likelihood of a successful outcome for your initial sales call.
* How to Open a Successful First Meeting with a Prospect, Paul Cherry, Performance Based Results, pbresults.com, March 16, 2016, modified on June 26, 2018
It’s more than just networking. When you join 121 NetworX, you become part of a team.
Your fellow chapter members are dedicated to building strong connections, generating quality business referrals, and helping each other grow their businesses.
Part 2: What do you do if you are unable to contact your prospect prior to your meeting?
You might be wondering if this will impede your success. It doesn’t have to. If you do your homework ahead of time, your meeting can still have a successful outcome. It’s the preparation you do that will help you make a lasting positive impression and set the stage for a successful relationship. Below are a few tips to help you focus and prepare.
Research the Client and Industry:
- Understand Their Business: Make sure you have a clear idea of the client’s company, including products or services, target market(s), and competitors. Visit their website and other social media outlets to learn about them and what they are posting, and see what others may be posting about them.
- Identify Key Challenges: Look for any current issues or trends in their industry that might be relevant to your discussion. This can help you tailor your conversation to address their specific needs.
Review Their Background and Needs:
- Analyze Their History: If available, review any past interactions with your company or similar companies.
- Prepare Questions: Develop insightful questions which will help you understand their goals, pain points, and expectations. This shows that you’re engaged and prepared.
Prepare Your Presentation:
- Tailor Your Approach: Customize your presentation to address the client’s specific needs and interests. Highlight how your products or services can benefit them.
- Practice, Practice, Practice: Rehearse your presentation so you are comfortable with the content and to ensure it’s clear, concise, and engaging. Anticipate potential questions or objections they might have so you are prepared to answer them (before they ask them if possible).
Set Clear Objectives for the Meeting:
- Define Your Goals: Know what you want to achieve from the meeting. Each first meeting you have may have a different outcome, such as scheduling a follow-up, securing a trial, or simply gathering more information.
- Plan Your Agenda: Create an agenda to structure an effective and efficient meeting that covers all you key points.
Prepare Logistically:
- Confirm Details: Double-check the meeting time, location, or virtual platform to avoid any last-minute issues.
- Bring Necessary Materials: Have all relevant documents, brochures, or digital files ready and organized. Be sure that any required technology or equipment is set up in advance and working properly.
