Processes may vary, but these four things should be done at every meeting.
July 03, 2024
By Rachel Smith
A survey conducted by the Harvard Business Review found that there was an 18% difference in revenue growth between those companies with a well-defined, formalized sales process and those without one. It’s why we talk about process incessantly. It’s critical to being a successful sales professional, differentiating the good from the great.
Sales processes may vary from organization to organization. There are sector-, organizational-, and ICP-specific factors that can make one system better than another for your company. There are some systems, however, that work for everyone. At Maestro, we have a set of rules we teach and follow for any sales meeting—the non-negotiables.
There are four of these non-negotiables. They are quick and easy to accomplish, but do not let their simplicity fool you. They can save you from embarrassment, wasted time, and lost deals.
What: The time check is your way of determining how much time you really have with the people in your meeting.
Why: You’ve prepared a presentation slide for the end of the meeting specifically addressing some concerns of the prospect’s CFO. Your meeting goes until 1:50 but, unbeknownst to you, the CFO is ducking out at 1:40 to catch a flight. You’ve lost your chance to assuage his worries, and he is the hardest person to schedule a meeting with. Had you done a time check, you would have known when he was leaving and reordered your presentation.
How: “We’re scheduled for 50 minutes. When is your hard stop?” Why pose the question this way instead of asking, “Does anyone have a hard stop?” By asking when their hard stop is, you may learn that they don’t have anything scheduled directly after your meeting. Do they stay on past 1:50 to continue asking questions, or do they hop off the call at exactly 1:50? Paying attention to this kind of behavior can help you get a feel for how serious they really are about your solution.
What: The tech check is there to make sure everyone is able to see your presentation.
Why: Search for “shared wrong screen” online. That’s why. If you’re the type of person who feels vicarious embarrassment, reading the search results is going to be tough. Even if you’re not job searching on one of your screens (that is literally the least cringe-worthy example I could find), it’s important to do a tech check. Maybe you’re sharing the wrong demo, or maybe you’re not sharing at all. Make sure everyone can see what you want them to be seeing.
How: “You should be able to see your logo and the words ‘demo call’ on your screen. Does everyone see that?” You should not ask, “Can you see my screen?” Why? Because, yes, Linda, we can see your screen … where it looks like your Twitter handle is @cannabisbabe. But I’m guessing that isn’t the screen you’re talking about.
What: Framed introductions are a great way for everyone to get to know each other and for you to learn some valuable information.
Why: There are two things that happen when you don’t frame meeting introductions. One is that the introductions can take a very long time. You have a presentation to give and George has spent the last 10 minutes describing his childhood in rural Iowa. Second, introductions are a great way to learn about your prospect (including how they might feel about you), but you can only get the information you want through framing.
How: “I’d like to start with brief introductions. If you could tell me your name, your role, and what Ellen has told you about Company X.” Ellen is your point of contact, and you think she’s excited about working with you, but if everyone on the call responds with, “Ellen hasn’t told me anything about you,” you might need to adjust expectations. When you lead framed introductions, always let your prospect’s team members introduce themselves before the members of your own team. The customer comes first!
What: The meeting agenda is a brief outline of what you’ll be doing in this meeting.
Why: People like to know what’s going to happen. People like to know that they are going to be heard. The agenda gives you control of the meeting, but lets you share a bit of that control with your prospect. You both need to find the meeting worthwhile.
How: Talk through the four or five bullets on your agenda. Next, ask, “What else would you like to add to the agenda?” Make sure you cover whatever items they mention.
Not only are each of these non-negotiables powerful tools. They are more powerful when used together. And they are most powerful when you use them in every meeting. You are consistent. You are professional. Your prospects always know what they can expect. This is part of earning their trust.
On their face, the non-negotiables can appear simple. They are. It’s part of what gives them their power.
To learn more about our trainings or to share embarrassing “Can you see my screen?” stories, please reach out to us at mastery@maestrogroup.co.
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