When you’re growing your business, every minute counts, especially during meetings with potential clients, here’s why – cutting down on the chit-chat and focusing on business can help salespeople in the small to mid-market market shorten the sales cycle and increase win rates.
Think of it this way. We want to build rapport with a prospect quickly. This is done by being professional, adding value, and getting to the point. Also, Salespeople should be likable, but salespeople should not be looking to create friends with every prospect and customer. Rapport is the foundation you can build upon and create credibility. A rep shouldn’t spend 15 minutes of a 30-minute conversation on rapport. Get to the point.
Focus on the Business First
Starting a meeting with a personal story or trying to bond over hobbies might seem friendly, but it can feel contrived. Instead, kick off with an executive briefing. This shows you’re serious about business and you respect their time. You’re there to solve their problems, not to make small talk.
An executive briefing is one or two business points that your prospect that add value to your prospect and something that they didn’t know was happening in the industry. Teaching the capital of Kansas might be new information, but it isn’t valuable. Don’t ask what keeps them up at night. Share with them insights that they did not know, and should keep them up at night.
How to Implement This Strategy
- Prepare for the Meeting: Come in with a solid understanding of the client’s challenges and how you can help. This preparation shows you’re thoughtful and serious.
- Dive into Their Needs: Direct the conversation towards their specific challenges right away. This makes the meeting more productive and shows that you’re there to help.
- Save Personal Talk for Later: Once you’ve discussed the important business points, and if the conversation naturally goes there, then it’s fine to share personal stories or interests.
- Follow Up with Relevant Information. Reinforce the business-focused approach by following up with material like case studies or articles that are relevant to what you discussed. This keeps the focus on how you can assist them further.
Why This Works for Scaling Businesses
- Saves Time: Keeps meetings shorter and more to the point, helping speed up the decision-making process.
- Shows Professionalism: Demonstrates that your priority is addressing their business needs.
- Builds Respect: Shows you value their time, which can help in forming stronger business relationships.
- Creates Meaningful Connections: When personal connections do happen, they’re based on mutual professional respect and shared business goals.
Wrapping It Up
For businesses looking to grow, it’s smart to get straight to the point with minimal rapport building in sales meetings. Help your potential clients understand their problems and focus on solutions first. Friendships might develop later, but business comes first. This approach can lead to quicker decisions, better relationships, and ultimately, successful scaling.
