10 Steps for Successful Sales Meetings

Use these tips to master this crucial piece of your sales process.

Many entrepreneurs face a common challenge as they launch and grow their companies--their first meetings with prospects. Even if day-to-day business meetings are old hat to you, you'll find that holding new business meetings with prospects and closing sales face-to-face require mastering a different set of strategies and skills.

Here are 10 steps to successful meetings to get you off to a great start.

1. Gather background information. A pre-qualifying telephone call will help you anticipate what your prospects' needs are. Learn as much about them as possible. As you prepare to meet with a business prospect, become familiar with basic information on his or her company. Then make a list of all the ways your product or service will benefit the company.

2. Set a realistic goal. Depending on your industry and where you're located, some experts estimate the average meeting with a prospect can cost up to several hundred dollars. So it's essential that every meeting moves your prospect incrementally closer to a buying decision. Before you leave your office, set a primary goal for your meeting. If you're a public relations consultant, for example, a realistic primary goal for a first meeting might be to set a date to present a comprehensive proposal. If you're a painting contractor, your primary goal might be to provide an estimate for your work and obtain a signature to begin.

3. Prepare quality materials. Create a family of high-quality printed tools that includes everything from business cards and stationery to printed estimate sheets, brochures and presentation tools.

Take a hard look at all the materials you'll use in a typical sales meeting. Are they well-written? Do all the colors, typefaces and creative elements work together to create a cohesive, professional image? Pay close attention to any materials you intend to leave with your prospect, especially if you're in a competitive bid situation. These materials must help close the sale long after your meeting is over.

4. Rehearse your presentation. It's a big mistake to bring materials to a new business meeting unless you've practiced how you'll use them. This is particularly true if you're making a new business presentation to a group. Rehearse your presentation using the visuals and handheld materials. If possible, videotape your rehearsal and examine it critically to be sure your tone is upbeat, your materials are effective and your pace is appropriate.

5. Build rapport using property observations. Imagine you're in the office of a business prospect. An autographed baseball is on his desk. A photograph on the wall shows a farmhouse surrounded by rolling fields, and a tape of the Beatles is playing softly in the background.

By noticing the baseball, the photograph and the music, you've made three property observations. You've also detected three opportunities to build commonality and rapport with your prospect. Talk about your mutual enjoyment of baseball or your childhood growing up on a farm, or refer to your favorite Beatles song. Any of these will help you break the ice and create a relationship based on understanding and trust.

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Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars.
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