Pose carefully considered questions to streamline meetings with salespeople

by Cathy Atkins

September 8,2007

"Why did I ever agree to meet with this person?" If that thought has ever entered your mind while sitting across the desk or table from a salesperson, you are not alone. With everyone pressed for time, salespeople are finding it increasingly difficult to get in the door. Business owners and busy executives bemoan the fact that they can't possibly talk with every salesperson who requests a meeting.

Yet, salespeople perform a vital function in commerce, and many businesses benefit from those relationships. Quality salespeople are hard to find. These talented individuals are beneficial resources and helpful problem solvers who provide value to their clients. These individuals are often not the cheapest, and many business owners value those relationships highly. Poor salespeople, on the other hand, are painfully easy to spot. They are marked by poor listening skills, attention on their product or service and a desire not to satisfy the customer but to simply make a sale.

When I talk to company presidents about sales efforts, they want their salespeople calling at higher levels in an organization because that's where the decisions are made. Yet at the same time, they themselves often avoid interactions with salespeople, writing them off as being a waste of time. Being conscious of how you spend your time, and therefore who you spend it with, is critical to being effective. However, solving this problem by avoiding salespeople is not the best solution. In fact, it may not even be a good one.

To make meetings with salespeople as effective as possible, here are a handful of techniques that may be useful:

1. Establish an up-front contract about what is to happen and who will be present at the meeting. To make the most of the time you have together, agree on how long the meeting will take as well as what should be the expected outcome. Find out if there's anything you need to have prepared, and request that the salesperson do his/her homework as well. Talking also about who will attend is helpful, if you've ever been caught off guard when multiple people you weren't expecting showed up. At the end of the meeting, agree on any next steps. Avoid mutual mystification by clarifying major topics and future activity. If necessary, ask the salesperson to follow up with a summary in e-mail form. Paper trails avoid disputes later. Because you've agreed clearly on expectations up front, if that agreement is violated, you have just cause to terminate the meeting.

2. Practice effective questioning techniques. By asking questions, you avoid getting hung up in small talk. What passes as a "relationship-building" tactic often wastes time and sends the wrong message to the salesperson. If you prefer to get down to business, begin by asking questions. Ask the salesperson what he or she knows about your business. Good salespeople will do sufficient research ahead of time. If they stumble over this question, it's time to end the meeting. Many business owners start their appointments with "So what have you got for me?" This question dissuades dialogue that will help the salesperson find the best solution for your business. Avoid prematurely asking the question, "What does this cost?" Asking that question too soon only serves to put the salesperson on the defensive and stops the flow of healthy communication. Instead, ask questions about possible value the product or service could provide. The simple question, "How could this bring value to our company?" is a great place to start.

There are many salespeople out there who genuinely believe in their products or services, honestly care about helping you find solutions, and are willing to establish a solid, professional relationship. Creating a relationship of mutual respect from the onset will ensure that your business receives the benefit these individuals can provide. By using an up-front agenda and carefully considered questions, you can do your part to diminish the number of purposeless meetings that rob so many of us of our valuable time. You, as well as the salesperson, will be thankful you did so.

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