How do the best reps prepare for their sales meetings? First, they plan their work and work their plan. Having a well-planned and repeatable process helps reps go into their meetings confidently by finding out many of the answers up front.

 

1. Uncover the buyer’s trigger events

A trigger event refers to an event that occurs, causing a buyer to be more likely to search for a new product. For example, if there’s a new head of marketing at an organization and you sell marketing automation software, that would be a trigger event. Mergers and acquisitions could also be examples - many new processes are being put in place, which would require the use of a new service as well as an entirely new tool.

 

2. Identify a champion or decision-maker

Early contact with the decision-maker can reduce the sales cycle. However, if you're targeting someone less accessible, such as a C-level executive, find a champion within the organization who can advocate for you.

 

3. Identify and address potential objections

First, make sure you know any buyer's objections, including price, functionality, and competitive differences. Finding out what potential objections the organization might have beforehand can help uncover these issues. For example, if the buyer is already a client of one of your competitors, be prepared to speak to how you stack up.

 

4. Determine the people (on your team) who should be involved

Take a proactive approach. Ensure that your sales manager or a senior leader is aware of any travel necessary at any point in the conversation and that they are prepared with the key information.

 

5. Set an agenda for the meeting

It's easy to overlook this step, but it's crucial to the selling process. First, make sure the buyer knows what to expect by sending an agenda before the meeting describing what will be discussed during the meeting. Second, ensure that it is still okay for you to take up an hour of their time - the last thing you want to happen is to get halfway through a demo and discover that your buyer only has 30 minutes.