A Good sales meeting require more than words

Before you start reading about how to perform different sales meetings remember this: People tend to only listen or remember the first parts of what you say. Therefore it is important to fill the first part of your speech, presentation, interview, etc. with positive messages.

Here are a few examples of the different openings for your sales meeting

  • What is important for you is what differentiates you and your company from your competitors. Start the presentation with this, even before you present your company and product.
  • Start off by putting the solution you eventually want to present in perspective. Do that by asking the audience what they are doing during the workdays, most likely they will answer speaking in telephone, participating in meetings, working in projects, or whatever they fill their days with. Then you ask, why they do that? Likely answers are that they do it to finish their tasks. Then you counter with for whom do they go to the office every day, isn’t it to help their clients and help them get a better everyday life in some way? The customers are real people by flesh and blood with names. Once the listeners realize that, they will also listen more to how you can help them help more and faster. This is a really powerful opening that really makes you get their attention.
  • Start with the power words you really want the audience to remember.

In today’s really hectic business life it is vital to quickly make a difference. Humans judge other humans by their behavior, looks, speak, etc. the first minutes they meet. Therefore you really need to gain their trust and stand out from the rest.

Also, remember to keep the story of your company really short. No one is interested in listening to long stories about how big, powerful, or successful your company is.

The clients want to hear about your understanding of their specific problems or situation and how you can solve those. This why they agree to meet you.

If they were interested in where you have your offices, how nice it is to work at your office, or anything else, they would have gone to your website and read it there.

Therefore, when you are presenting your company focus on what you really want them to remember about your company, how you differ from others on a company level.

It is also vital to make the client feel the following.

  • How your company differs from your competitors.
  • That what you are there to talk about is core business for your company.
  • That you have done it before, use references, how many clients you have helped with similar problems, etc. Reference stories should reoccur throughout your presentation. It is really powerful with the recognition effect.


Your presentation could be built up like this:

  1. Your opening by choice
  2. Company elevator pitch (Starting point of your formal presentation)
  3. The agenda
  4. Short about your company
  5. Description of the problem you solve
  6. Description of the solution
  7. Your recipe for success and how you differentiate yourselves
  8. Summary (Involve the client in doing the summary, see below)
  9. If relevant, go through the remaining steps of your process to be clear
  10. Remember that the listeners only remember approximately 5 – 7 percent of what you have said. Take control of these percentages throughout your presentation by repeating the things that you really want them to remember. We recommend repeating what differentiates your product or company, that others experience the same problem, how others have improved thanks to your solution.


Always! Set the scene: Explain why you are there and what is supposed to be discussed during the sales meeting. You should also ask the client what they expect to get out of the sales meeting and what you want to get out, i.e. the goal with the meeting.

This is also where you walk through the agenda. Don’t forget to write it on the whiteboard! (If you have one.)

Also, check that the agreed meeting time still is valid and hasn’t changed! This important so you don’t find out in mid sales meetings that the client wanted to shorten the meeting. Then you risk missing your goal with the meeting.

All individuals present themselves with names and roles.(If you have the time ask what personal goals these individuals have with the meeting.)

Interview phase: Interview the client to identify the true needs (not only the wants) and problems the client experience. Do not forget to ask for the holy dates (start of delivery, delivery, and when the can sign a contract).

If the person you meet do not know these dates you have two likely scenarios:


  • The client is not in purchase mode. You might even have met a person who likes to kill time by listening and learning about your area.
  • The person you meet is not the power sponsor.

The dates question is a good qualifying question to ask to get access to the power sponsor. If the person you meet does not know the dates, ask them who does and if that person can be involved in a possible new next step meeting.

Present your company: Remember that the client is more interested in if and how you can help them with their problem than listening to facts about your company.

  • Keep this extremely short and focus on what really differentiates your company from your competitors!
  • Remember to talk about relevant references in this phase. Good stories about how you helped others with similar problems are really strong and build credibility!

Show your “trailer”:
 Give the client a taste of your solution. Remember you are here to sell not to list a lot of facts! This part of the meeting aims to secure the client’s interest in your solution and how you can help them with their problem.

This is a really important step in the sales meeting and it should be presented with enthusiasm. Show the client that you have a true passion for this, it will affect them.

Again, remember to include relevant references also in this phase!

Summary: Involve the client in the summary of the meeting. Write a + and a – on the board and ask the client what it would mean if they

  • 1. do not resolve their problem (from a client’s client, revenue, work situation, employee, profit, service perspective).
  • 2. resolve their problem (from a client’s client, revenue, work situation, employee, profit, service perspective).

Book next sales meeting: Before you ask for a next meeting you need to explain what that means. The client will likely not book a next meeting if they do not know what that is and what’s in it for them.

Therefore, describe what the next step is “If you find this interesting, our next step is this…” Preferably write all activities you need to walk through with the client to get a contract, that makes it clear for them).

Once that is done, bring your smartphone calendar to the table and ask when you can have the next meeting and who should receive an invitation. That is why it is really necessary for you to have a business software that goes mobile.