There are several basic rules that will help make your first sales meeting a success, no matter what you are selling. Marketing consultant Barry Farber published them on the Inc.com website.
1. Preparation
Find out everything you can before the meeting. This goes for both the company where you are selling as well as for the person whom you will meet. Also examine the competition so that you understand your client’s business environment as thoroughly as possible. Then you can think about how your products or services could help the other party.
High quality preparation will also provide you with the necessary confidence.
2. Self-confidence
People can tell from your words and from your body language whether you’re as good as your word. Self-confidence at a meeting is therefore an absolute must. Customers can only believe you if you are sure of what you are promising.
3. Time
You definitely don’t want the other party to be looking at their watch nervously during the meeting. The following simple question will help: “We agreed that you’d reserve 30 minutes for me. Is that still OK?”
A time frame can also help you plan the meeting flow better.
4. Connections
Any connection or mutual acquaintance can help you break the ice. If for example during your initial preparation you found an interesting article written by the person you are meeting, start the conversation in the direction of this topic and the start will be easier and more pleasant for both parties.
If you do not discover any suitable connections with the client beforehand, you can react on the spot to a sports trophy, family photograph, etc.
5. Goals
Right at the start clearly set the meeting goal, which should be the mutual benefits of your potential cooperation. You can use the following example: “Today we would like to find out about your goals and needs so that we can determine whether mutual cooperation would be beneficial for both parties…”
6. Questions and answers
During the first meeting, you should spend up to two thirds of the time listening to the other party. Your questions should be directed towards the deeper understanding of the client’s situation.
7. Preparing for the selection
You should know that your questions can give you the opportunity to qualify for the short-list. That means you’re already being judged now and you have to find out how the supplier evaluation and selection process works in the company.
Ask about the decision-making process, who is involved in the decision-making, what the time horizon is for solving the given problem, etc. From this perspective, it is ideal to have the first meeting with a person high-up in the company’s organizational structure.
8. Presenting the solution
While listening, you should be adapting the presentation in your mind. As soon as it’s your turn to speak, you can refer to what the client said during your speech.
9. Closing
If the decision-making process is not complicated and the deal can be closed at the first meeting, you need to ask for this. You can, for example, ask what your next step should be. Potential clients will either explain what the next steps are, or they will tell you their objections, which you can then work with.
10. Follow-up
No matter what the outcome is, definitely follow-up with your client. That’s usually the deciding moment in the evaluation of your company. That’s where you’re showing your services in action.
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