How to run the perfect first meeting.

Do you have a clear and identified plan when you run your initial client meetings?

When I perform a sales audit for my clients, I always want to have 1 to 1 interviews with their salespeople. I ask several questions to understand their day to day, how they prospect, who they choose to prospect, and how. It’s always a learning experience.  

Then I get to the more challenging part, where I ask each person “Let's say that you got a meeting with me, and I have the right title of the person you want to meet with”

They say “ok”

I say “Let’s role play the meeting now”  

Now please understand that I am not trying to be a jerk here, I am trying to gain an assessment to understand if that person has a clear roadmap to keep them on track during their short time to make a great first impression as well as put themselves into a positive position to take the meeting to the next step.  

However, what I hear most often (I have interviewed thousands of people from over 161 companies) is “Well, actually I just go with the flow” or “I work to start by showing them our corporate deck” –  sound familiar?  

Once in a blue moon, I will have a seller that is completely buttoned up and knows exactly how they want that first “meaningful” conversation to to.  

In 2018 I published my first book, called “The Sales EDGE” at that time, it was the best of everything I have learned after 30 years of being in the sales field. 

EDGE is an acronym that gives a good “roadmap” to a true consultative sale.  

In short, here’s how it goes: 

E - stands for EDUCATE – You have to learn about your customer. This is the who, what, where, when, how, and why questions. Take the time to truly learn their business. And remember, you can get a lot of this information online (don’t ask a question that you should already know the answer to)

D - DEVELOP A GAP - There are only 2 kinds of gaps:  Either they have a problem that they want to discuss, or maybe they don't think they have a problem.  Of which case, you need to show how you can make their situation “even better”  

NOTE:  if there is not GAP, there will be no sale.

G - GREATER GAP - a great technique is called “future pacing” – the future is an awesome force when it comes to selling.   For example, if your customer explains their problem, what would it mean for them in the FUTURE if they don't solve the problem?  Will it get worse?  What would that mean to them?  Or on the other hand, if you can help them save time, money, or hassle - what benefit will they be achieving in the next 6 months?  

E - Emotional Connection - Don't miss this. My experience has shown that your stories matter. Can you tell a good story about a similar current customer you have now, and the quantified benefits they are receiving by working with you?

NOTE:  this is why all of my clients have a LIBRARY of case studies.  Your case studies ARE your stories. When they are told correctly, and they are relevant to your customer, you put yourself in the best position to take this meeting to the next step. 

Remember this, you will be judged more by the quality of the questions you ask, than you will by your detailed product information.