Selling Power published How to Manage Customer Meetings Effectively which offers some sound advice for running an effective sales meeting. There are many salespeople who believe they can wing it through a sales call by simply talking loquaciously. Mistake. Here is some advice found within the article:
Hoffman suggests that you begin by clearly defining a personal goal for the outcome of the meeting. Don’t define a weak goal such as, “I want to establish next steps or action items.” Instead he suggests identifying a specific goal €“ is it an order? A trial for your software? Expansion into new markets? Referrals? And yes, says Hoffman, you can have more than one goal. Just don’t overcomplicate it. You will more likely achieve simple goals.
Next, says Hoffman, work backwards. What do you need to do in order to achieve that goal or goals? Are the people you’re meeting with the right people? Do you have the influencer and the decision maker attending? What’s the timeline?
Sounds like qualifying, doesn’t it? The kicker – if you cannot answer these questions, don’t schedule the meeting until you can answer them. There is an approach in selling where the salesperson believes being active is synonymous with success. Salespeople who employ this approach are the sames ones who create a furious cloud of dust, but at the end of the day, the wagon has barely moved an inch.
Finally:
“Some people are visual and will respond well to Power Point presentations. Some are auditory and respond well to literature and conversation. And others are kinesthetic or hands-on learners.” How do you tell what learning types you have before a meeting? Well, aside from giving them all a test, you can’t, so Hoffman suggests mixing up the presentation to include all types of learners.
People do have a preferred learning type – this is an area we have been exploring in more detail. It can be difficult to determine their preference, but you can get clues by paying attention to their word selection. I am auditory and tend to use pet sayings like “sounds good” or “talk to you later” or “that doesn’t sound good.” You get the idea. People broadcast their style frequently, you just have to be attentive to it. And if you don’t know, start with visual (65% of the population) just to play the odds.