How often have you planned on having 30 minutes or so for a first meeting with a prospect, only to find that the time is cut short? Maybe they got busy. Maybe something came up. Maybe the truth is that they don’t recall agreeing to a meeting in the first place, or have forgotten why they wanted to talk to you.
Here are some tips to help you salvage the opportunity:
Shift your objective.Whatever you originally hoped to accomplish, the goal of this meeting is now to help you qualify the prospect more fully and demonstrate the value of a second meeting.
Have an agenda.In advance of any face to face meeting or phone call, develop a brief agenda, pared down to three simple points you want to make. That will help you make the most of your time – and it’s a good idea whether you’re cut short or not.
Establish a priority for your questions.If you have limited time, know what information you really need up front. You might say, “Since we only have a couple of minutes, let me ask you a couple of critical questions.” That shows you’re a pro, and it allows you to demonstrate the value of scheduling a follow-up conversation.
Go for an insight, not facts.You can get facts later. It's more valuable to get the buyer to tell you something deep. Examples: “What’s kept you from addressing this situation before?” or “What outcome would best fit with your growth strategy?” Your goal is to develop insight into the situation and get the prospect interested in continuing the conversation.
Promise an insight in return. When prospects share their thoughts on the situation, get them intrigued by foreshadowing a valuable insight: “So you haven’t been able to address this problem because _______. That’s something I’ve encountered with other customers, and when we have more time, I can show you how we’ve tackled it successfully.”
Offer suggestions that are valuable.Offer to share information that has clear value, such as relevant market surveys, benchmark data or research. Prospects will remember that and want to meet again.
Maintain momentum.Before you end the conversation, set up a follow-up meeting. Omit this critical step and it will be much more difficult to get on the prospect’s calendar. And schedule that meeting this week or the next if at all possible, and certainly not more than three weeks away.
End the call early.If you have covered everything without rushing through it, end the call early. The gift of time is one that prospects will remember you for.
Michael Boyette is the executive editor of Rapid Learning Instituteand thought leader for the Top Sales Dog blog. He has written hundreds of articles and training programs for sales reps and sales managers. Michael has managed programs for US Healthcare, Bell Communications Research, and DuPont. Connect with Michael via Twitter @TopSalesDog.
