How many times have you walked out of a sales meeting and thought, “Well, what was the point of that? I’ve just driven X number of hours to get here and I’ve come away with nothing.”
All too often, B2B sales meetings can end with no tangible outcomes, resulting in a bad experience for both the customer and the seller. Each party has wasted their precious time and energy, and it can leave a bad taste in your mouth for the next sales engagement. A bad meeting can be the end of the road for many deals and business opportunities.
Or, it can be the other ‘type’ of bad meeting. It can, in fact, be a perfectly good meeting. It’s going well; you’re getting on great with the customer, the conversation is flowing, they are asking about your recent holiday, you’re asking about their kids…and before you know it, your hour is up, and you’re back in reception signing out and handing in your visitor pass. Nothing was achieved, but it was still a good meeting, right? WRONG.
Ineffective meetings waste your time and the buyer’s time. A successful sales rep knows the importance of concise, effective and results-driven meetings.
But how often do companies train their staff on how to hold effective sales meetings?
We’re going to talk through some of the ways in which you can have more effective sales meetings, using best practice meeting processes and tips.
Successful planning = successful sales meetings
Yep, you guessed it, there’s no magic bullet. A lot of it is in the planning.
One thing that many buyers complain of, is salespeople not understanding their challenges or knowing about their company. Planning prior to the sales meeting can fix this issue easily.
There are a few things to look at:
- Customer company research
- Customer individual research
- Industry research
The different stages of planning a meeting
There are a number of stages involved in the planning process of a meeting.
Let’s look at the first stage: Pre-Planning.
The Pre-Planning stage is all about taking some time out to think about what you want from the meeting, or, what do you want to come away with at the end of the meeting.
This sounds obvious, but very often, salespeople set up appointments and meetings without having a clear reason why. Setting up meetings is such a common objective for so many reps that they do it without thinking: of course you’re going to want to set up a meeting with your prospect. But we should actually take a step back and think about why we are having this meeting.
So, firstly – ask yourself these questions:
- What has prompted you to set up this meeting?
- What do you want to talk to your customer about, specifically?
- Why will this be of real and tangible interest to your customer (i.e. if your answer to question 2 was ‘Talk to the customer about our new product/service’ then have a rethink as this is likely not going to be of real interest to your customer – in fact, 69% of buyers said the most important thing …read more
Read more here:: B2CMarketingInsider