Ten Things You Should Know Before Meeting With A Prospect

Ten Things You Should Know Before Meeting With A Prospect

When you’re heading to a meeting with a prospective buyer, it’s easy to be intimidated by all that you “don’t know.” You’re unsure of what kind of temperament and personality you’ll encounter, haven’t seen the environment before, aren’t certain what the needs may be, and so on.

So let’s redistribute the balance of power by focusing on what you should know before ever seeing the buyer. If you know these answers—and there’s no reason why you can’t—then you know more than enough to get you through any uncertainties.

1. What is the value proposition you want to focus on? How do you mainly improve your clients’ conditions, and what major areas of need should you be listening for?
2. What is the client organization’s position in its field? (Research reports, ask people who have used their products and services, shop the business, if possible.)
3. What are the major challenges for the industry? (Research trade associations and newspaper reporting.)
4. Who are the major competitors? (Research who the main players are and where your prospect ranks in sales, profit, market share, and so forth.)
5. What is your buyer’s key responsibility? (Call the company, read press reports, read the annual report.)
6. How will you use your time? If you’ve agreed upon an hour, how much time will you spend on introductions, key questions, and so on, and at what point will you start to summarize and set the next step?
7. What is your minimum and maximum objective for the meeting? What’s the least you’d like to accomplish (e.g., establish a relationship and a next meeting) and the most you can reasonably accomplish (e.g., agreement to accept a proposal in the next couple of days).
8. What references and examples will you use that are most effective for the person, company, and industry? What “war stories,” examples, metaphors, and names would be effective to include?
9. What will be your response to some of the most typical questions you’ll be asked in all likelihood ? (Example: How many people are in your firm?)

10.What appearance and demeanor do you want to portray, and how will you do it (e.g., what will you wear, what language will you use)?

You have the opportunity to know more than you think you might if you apply yourself to the proper preparation. Never worry about the “sale.” Focus on establishing a trusting relationship.

© Alan Weiss 2011. All rights reserved.