Most of us spend a good percentage of our business day in meetings. Some are good and some are bad, but client meetings should always rock. Each and every sales meeting with a client should be productive (moving the sales cycle forward) and reinforce the client’s choice to do business or consider doing business with you (differentiation).
A solid foundation will ensure you accomplish your first goal: moving the sales cycle forward. A firm foundation includes a clear agenda built after you’ve internalized the desired outcome of the meeting and the next steps that should be taken. In other words, back into your agenda. Many times, sales people skip an agenda for client meetings. A well thought through agenda is the map to ensure that all objectives, both yours and the client’s, are met.
Also, determine the open-ended questions that you would like to ask to progress the sales cycle. Where do they fit within the agenda? Write your questions down as part of your personal notes so you can reference easily during the meeting. All of this preparation will enable you to listen carefully and actively during the conference. Lastly, take notes and summarize action items and next steps at the meeting’s conclusion.
Now for the fun part. The second goal for all client meetings should be to differentiate both you and your company. Why are you different/better than the other options that the client has available? Companies always strive to differentiate themselves through superior products and services, but many times it’s the personal attention to detail that sets someone apart. Do you have a strategy to thrill your customer for each get-together? Here are a few ideas to help you get started:
• Bring an idea for cost savings.
• Supply a helpful analysis, report or case study.
• Deliver an invitation for an upcoming event which might be of interest.
• Offer to introduce your client to another client to help them network.
• Share a marketing idea for their company.
There are hundreds of proven and successful tips that will add value and delight your customers. Be creative and commit to client meetings that rock each and every time.
Lisa Magnuson, founder of Top Line Sales, LLC, helps high potential and top performing sales people and business owners land larger deals, improve close ratios and expand business. Contact her at Lisa.firstname.lastname@example.org or visit her Web site at www.toplinesales.com.