How to run more effective sales meetings even if you hate sales

Business owners fall into two camps: those who hate selling and those who enjoy it. If selling makes you feel icky, then you're not alone. Many of us start our entrepreneurial journey with buckets of passion and expertise, but when it comes to sales meetings and managing sales pipelines, it can feel like you're a fish out of water.

The harsh truth? Ineffective sales meetings are the silent killer of small businesses. They leave potential clients cold, drain your confidence, and ultimately, starve your business of the lifeblood it needs – paying customers.

But what if I told you that mastering sales meetings isn't about becoming a smooth-talking salesperson, but rather about following a simple, repeatable process?

Let's break down this process into three manageable acts.

The 3-act approach to successful sales meetings

Think of your sales meeting as a three-act approach. Each act is crucial, and together, they create an effective process that helps you understand and serve your potential clients better.

Act 1: the pre-meeting warm-up

Many business owners stumble before they even reach the meeting room. They rush into meetings without proper preparation, leaving potential clients confused and uninspired.

Instead, try this:

1. Create breathing space: Don't allow bookings too close to the meeting date. Give yourself time to prepare, and your prospect time to get ready.
2. Warm them up: Send a series of emails with frequently asked questions (FAQs) and should-ask questions (SAQs). This primes your prospect, showing you understand their challenges and building trust.
3. Set the stage: Share an agenda before the meeting. It demonstrates professionalism and gives your prospect a roadmap of what to expect.

Act 2: the meeting - gathering information

This is where the real work happens. But remember, you're not there to dazzle with a monologue – it's all about gathering information and understanding your prospect's situation.

1. Listen more, talk less: Your primary job is to uncover your prospect's challenges. Ask thoughtful questions and truly listen to the answers. Enjoy it. They'll make a connection between the way they explain their problems to your carefully crafted questions, and make a neural leap, joining up their answers with you being the person to solve their problems... without you giving it the big sales pitch.
2. Mirror and validate: Reflect back what you've heard to ensure you've understood correctly. This builds trust and often uncovers additional challenges.
3. Share relatable stories: When appropriate, share anonymised examples of how you've helped similar clients. This reinforces your expertise and builds confidence.

Act 3: the follow-up

The process doesn't end when the meeting ends. How you follow up can make or break the deal.

1. Send what you promise you will: If you've promised a quote or proposal, deliver it within 24 hours. Delay erodes trust and enthusiasm.
2. Keep the conversation going: Even if they're not ready to buy, have a follow-up sequence ready. Share additional insights that reinforce your value.
3. Be human: Personalise your follow-ups. Reference specific points from your conversation to show you were truly listening. Record little videos that add context to your conversation.

The bottom line

Sales meetings don't have to be a source of dread. By following this three-act approach, you transform them from anxiety-inducing ordeals into opportunities to understand your clients' needs and showcase how you can help.

Remember, at its core, a sales meeting is simply a conversation about how you can help solve someone's problems. And as a small business owner, that's something you do every day.

You don't have to stay in the 'hate selling' camp. Come join the 'enjoy asking questions and listening' camp.

So, are you ready to turn your sales meetings from dreaded chores into productive, client-focused conversations? It's time to put this new approach into action.

What's your biggest challenge when it comes to sales meetings? Share in the comments below, and let's problem-solve together!

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Soloprenyear membership includes training, coaching, accountability, support calls and smarter, more consistent sales and marketing processes and the software to run them. It gives you an easy to follow way to get your lead generation and sales processes aligned with your goals to give you more confidence, clarity and control. It includes CRM, email marketing, funnels, landing pages, ebooks, automation, sales pipeline management, payment processing, social media posting, ad management and tracking… It is just ￡167 per month when you pay yearly (￡2000/year including VAT), or ￡200 if you pay monthly.

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