Transitioning to the Business Conversation
After a few minutes of Preliminary Pleasantries it’s time to transition into the business conversation. Of the thousands of Sales Professionals we’ve observed, very few know how to do this effectively. The Bullet Selling process makes the transition seamless by using an Agenda Statement. This 60 seconds of magic will build momentum and let your buyer know you are prepared, professional, and have done this before.
The Agenda Statement establishes the purpose of the meeting, what you are going to cover, and how they will benefit from your time together. When they feel you are prepared and focused on helping them, they will relax and be more cooperative. In addition, the Agenda Statement removes one of the biggest fears people have: the fear of the unknown.
Have you ever been in a meeting with a business owner or buyer who is a total Type A personality? Have you ever asked yourself why they always need to be in control and run the meeting? After observing thousands of meetings and talking with these people, our research indicates the reason they believe they need to run the meeting is because they’re too afraid the meeting will be a HUGE waste of time if they don’t.
However, these Type A personalities have also told us that when they meet with someone who can run an effective meeting, they are more than happy to relinquish the reigns. In fact, they rather enjoy working with a Sales Professional who knows how to run an efficient and effective meeting. That’s why it’s so important to quickly demonstrate that you know how to run a meeting; the Agenda Statement is your secret formula. It sets the meeting up for success in the first 4 minutes of the meeting, and sets you apart from the competition.
I read your article about the Agenda in Jeffrey Gitomer’s ezine and I like the concept of the agenda. Knowing this in your own mind will certainly help the sales meeting proceed smoothly and help you get to the end in a timely manner.
My suggestion is to move topic 1–your company information –down to topic three or four. Until the prospect knows you understand his/her company and needs they will not really be interested in you. Once you show them you are intimately familiar with them, you can fold your company information into the discussion of your solution.
I appreciate your comment and this is something that I often hear. After wittnessing 1000s of sales calls, I found that top performers give a very short, I’m talking 90 seconds max, up front about who they are, a little about their product and their company. This ‘Credibility Statement’ up front really seems to make a difference in the way a prospect answers your questions. They have more confidence in you and your product if before you dive in and ask them all kinds of personal questions, you take just a minute to let them know you have done this before.
Thanks for your comment,
G.A. Bartick
I bought your book yesterday and am very pleased so far.
I’ve been sending prospects and clients advance meeting agenda’s for over 2 years now and find them very helpful. You’ve opened up the potential that I didn’t know existed in using them to drive the entire process and not just as a means of introduction and outlining what will happen during the meeting. I’d email the agenda, and forget about it! I’ll take a clean copy with me from now on and use it as suggested. Thanks for your awesome book!
Joanne LeGal
Commercial Insurance Sales
Cambridge, Ontario
Joanne:
Bringing a copy of the agenda is something I do a lot. Not every time, but most times. I was just in a meeting with an insurance broker and she was selling to a law firm. The four attornies had her typed agenda in front of them and they were taking their notes right there on her agenda.
So having the typed agenda can really make a difference in setting yourself apart from the competition.
Glad you are enjoying the book. Feel free to contact me any time. FYI, my phone number is on the last page of the book.
Talk to you soon,
G.A. Bartick
President
OutSell Consulting & Author Silver Bullet Selling