Digital marketing expert at NUVEW, helping businesses expand their online presence through custom website design and development & SEO.
In times of transition or crisis, businesses can feel extra pressure to convert every lead into a client or customer. While the Covid-19 pandemic has led to a downturn in some industries, causing the prospective client pipeline to dry up, other businesses — including many marketing and digital services providers — are experiencing a boom as companies look for new ways to reach and engage with their audiences. In fact, some professionals I’ve spoken to are reporting a significant increase in requests for sales-related video meetings and conference calls.
More sales calls are great if they lead to more sales. But when leads don’t pan out, it can become a source of frustration and lost resources, even in the best of times. Let’s look at a few tactics I’ve used to prepare for and execute sales meetings that are designed to improve efficiency and help you reach those new client goals.
Be Polite: Consider The Prospect’s Goals And Practice Active Listening
Arriving on time, professionally dressed and with a courteous attitude should go without saying. But showing respect for your potential client must go beyond this and begins with respecting their time by keeping the meeting on track.
Instead of diving into a presentation immediately, allow for a short introduction: Open with a brief summary of what you intend to discuss, and confirm any points that may have already been agreed upon. This task-oriented opening shouldn’t feel forced (as small talk about the weather or traffic can often be), but instead should provide focus and serve as a verbal agenda. It can also be an invitation to the other party to ask questions or offer more information about their needs.
It’s important to consider the potential client’s goals, not just your own. What brought them to you in the first place? Don’t be afraid to ask directly, which can often be done via email or phone during the process of scheduling the meeting. When they do offer feedback, listen with an open mind. Rather than thinking of ways to respond, practice active listening and concentrate only on what the prospect is telling you.
Be Prepared: Build Trust With A Personalized Presentation
Canned presentations should be avoided whenever possible. Personalize your pitch to the prospect and their industry, and offer concrete suggestions, not just a list of options or previous success stories. Preparing open-ended questions specific to their business can draw out important information while also letting the potential client know you’ve done your homework, and that you’re just as interested in them as they are in you.
Use natural breaks in conversation to offer a summary and check for understanding. Anticipate pushback, and be prepared to respond.
Be Persuasive: Foster Discussion And Confirm Next Steps
Meetings that end on vague statements like “We’ll be in touch soon” are often a sign you’re about to be ghosted. While it can be tough to ask for a firm follow-up, it’s often necessary to determine whether the potential customer is truly interested.
Try these tips, which I use my own version of the STAR acronym to remember, to set clear expectations:
• Specific: Determine exactly who will follow up and on which items or decisions.
• Time frame: A hard date for a second meeting is best, but a general time frame (say, next week) is better than none at all.
• Action: Determine what you need to do before the next interaction and what information or resources the potential client may need to provide.
• Result: Make sure both parties know what is expected out of the next meeting.
Covering these points deliberately can create a sense of ownership that makes both you and the prospect accountable for following up.
Be Efficient, But Not Rigid
Requesting a timely follow-up is important, but remember that the current business climate and uncertainty over the coronavirus can delay actionable items and big expenditures, even for prospects who are seriously interested. Don’t assume you’re being blown off if the process takes a little longer. While waiting, look for ways to connect, such as offering useful tips and articles, to continue building trust and understanding.
Whether a sales meeting happens face to face, over the phone or by video, potential customers will always prefer personalized service and truly helpful information. You’re likely to increase your success by ditching the old, well-rehearsed speech for a more productive and personalized interaction.
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Author: Hannah Trivette, Forbes Councils Member