The right sales meeting prep can dramatically increase your deal velocity. And, the good news? You can do it in about 15 minutes.
That is why skill #4 in our Sales 3.0 Series is building your skills for a quick, targeted prep session before each sales call to make sure you are ready to personalize the conversation.
Sales meetings are hard to get — which makes it surprising that so many sales team members show up and “wing” their meetings with little preparation.
When I ask why, this is what I hear: “There are so many things I could prepare, I don’t know what to focus on.” Or, “Before I know what the buyer cares about, it seems like time off task.”
But, here is the thing, the best sales meetings are run consistently in three parts:
- Value discovery — they start by identifying and reconfirming what your buyer values
- Value personalization — they continue to focus on that specific value and sharing peer stories
- Next commitments — they end with securing buyer actions that build readiness to purchase
It only takes 15 minutes to prep all three phases of a sales meeting, and it allows you to always add value and personalize the conversation. Here’s how:
–> Prepping value discovery
- For a first meeting, review the company’s website and LinkedIn posts for the individuals participating in the call. Use the review to offer one or two “hypotheses” on current goals.
- In a second or third call, always include a slide on “what you have learned to date” to set up the next level of discovery with earlier call participants and new call participants.
–> Prepping value personalization
- For a first, second, or third meeting, identify your one or two most similar peer customer stories. There is nothing that will get a buyer to engage quicker than evidence of success with a peer.
- If no direct peer exists, suggest a piece of content — story, blog, eBook — that can help a buyer deepen their knowledge about a specific goal.
–> Prepping next commitments
- Finally, go into every meeting with an idea of who you will want to have join the next meeting. You can find those individuals on LinkedIn or websites. At the end of a meeting, ask your buyer who they would like to join the next meeting. If they do not know, say something like, “we usually invite <researched buyer name’s> role, would you be open to having them join?”
Let’s say you are fortunate enough to get 5 high-quality sales meetings a week. You would need to spend 75 minutes to prepare for meetings in this way. That is about 2.5% of your work week.
It’s a modest time commitment, and you will get much better meeting results.