While the title of this article suggests a focus on agenda specifics and preparation techniques, it’s imperative to underscore the “why” behind creating an agenda. The essence of an agenda lies not in its structure or the process of preparation, but in the profound importance it holds.
We’ll refrain from using the term “cold call” here, as the need for an agenda isn’t limited to the initial contact with a new prospect. It extends to scenarios where you’ve captured a potential client’s attention, and they are aware of your impending call or visit. In such cases, crafting and executing an agenda becomes indispensable.
The essence of an agenda isn’t primarily about its contents; it’s rooted in the “why” behind its existence.
Consider this scenario:
Sales Rep: “Let’s delve into the commercial aspects.”
Client: “Alright…”
As the client starts listening, it’s conceivable that before diving into the financial intricacies, they might be eager to learn more about your product or solution, what they can anticipate from your company, your business model, or perhaps they’re keen to share their insights. Some prospects may interject or request to address a different topic first, saving the commercial discourse for a later discussion. However, there are those who will attentively listen, forming the thought: “I have no interest in doing business with this company.”
To avoid such situations, here’s what you can do. A couple of days before your call or visit, craft a concise agenda that outlines the topics you’d like to cover. However, don’t make it too prescriptive. Leave room for your prospect to contribute by asking them to add their questions or highlight the key areas they wish to explore.
It `s important for your self as a successful sales manager to answer few questions (which might become an agenda too):
- With whom i m going to have a meeting /what positions they are holding in the company
- Main purpose of the meeting?
- what I m planning to offer/present?
- Information I still don’t have to make maximum from the meeting?
- what`s my next steps after?
This approach serves a dual purpose:
- You communicate the areas you wish to discuss, preparing your prospect’s mindset in advance.
- Simultaneously, you gain insight into what information is vital for your client’s business, enabling you to tailor your strategy, focus on crucial aspects, and conduct a more productive and beneficial call. This flexible approach enhances your chances of sealing the deal.
Sometimes its worth to look at some templates and modify yourself as it can spark some ideas.
In summary, the agenda isn’t a mere checklist of topics; it’s your gateway to understanding your prospect’s needs, aligning your strategies, and ensuring a fruitful B2B sales interaction. By incorporating this vital tool into your sales process, you pave the way for success and meaningful connections with your clients.