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Making Every Meeting Count: Strategies for Success


Have you pursued a coveted lead for months and finally booked a meeting? You must make the most of every second to close the sales. 

But what happens if your strategies aren’t perfectly tailored to your ideal customer profile? You fail to close the deal. Even worse, you may burn the bridge entirely, wasting months of effort you put into lead nurturing

Everything, from your presentation to follow-ups, has to be personalized according to your customer’s needs, preferences, and pain points. Only then can you seal the best deal. 

You need well-thought-out sales meeting strategies that put the customer at the center, build strong relationships, and drive sales. Here are some to get you started: 

How to make the most of sales meetings and win more deals

Closing deals in sales meetings is an art. You must master key strategies to make the most of a sales meeting. What are they? Let’s find out: 

1. Pre-meeting research

The prospect scheduled a meeting with you because they are interested in your product. While you may have a basic idea about what problems they want to solve through your services, it’s not enough insight to make them say “yes” to the deal.

That’s why you must conduct thorough pre-meeting research to know your lead’s needs and challenges like the back of your hand. It will let you:

  • Control the narrative
  • Be prepared to alleviate concerns on the spot without any hiccups
  • Impress the prospect with attention to detail

Pre-meeting research also lets you find common ground to break the ice in the meeting and build rapport. You can use these insights to build a value proposition that fits your ICP’s current needs perfectly. 

Learn about the client’s business, industry, and competitors. Were there any new developments since your last sales call? What are their revenue goals? What is their current market position? 

Find out which of their key decision-makers will be attending the meeting. Examine their LinkedIn profiles to see what you can include in your presentation to influence their decision. Look into the prospect’s behavioral patterns in your earlier exchange. Identify potential objections and prepare appropriate responses to them. 

For example, if the prospect has previously expressed concern about your pricing, you can highlight the flexibility in your subscription plan in the presentation. Perhaps a prospect expressed concerns about your small user base or your relatively new product. In that case, explain that although your portfolio is limited, you have driven stellar results. 

Research your competitors to differentiate your value proposition. Note the gaps in their offerings and find out how your feature can meet those needs. You must ensure that the highlighted differentiations communicate your capability to address the prospect’s needs to the core. 

2. Customize the agenda

Every customer is different. So, you can’t expect to close deals with every prospect with a boilerplate agenda. They must be customized to every prospect’s unique needs. It starts the meeting on the right note and makes the clients feel you appreciate their time. 

Craft an introduction that touches the common grounds and builds harmony between you and the prospect. Recap your earlier sales discussions to show that you have understood their goals. 

Offer an agenda overview highlighting points you will cover and the objectives you want to achieve to clarify expectations from the start. 

Allocate segments to address individual pain points and needs. It shows the prospects that you know them, take their challenges seriously, and have a solution-oriented approach. 

Consider using AI writing tools to streamline this process.  These tools can help you personalize agendas quickly and efficiently, ensuring each meeting focuses on the most relevant topics for each prospect.

3. Provide relevant case studies

Promising good results won’t convince a customer to give you business. A portfolio of actual results will. Showing success stories detailing how you helped your existing clients overcome their problems builds credibility. The prospect starts seeing substance in your words and believes in your ability to solve their problems. 

If you already have case studies prepared, shortlist the ones relevant to your prospect’s industry, customer base, or challenges. 

For example, you offer CRM software, and your prospect is a manufacturing company struggling to handle orders with limited manpower. It’s best to show them case studies of how your CRM has helped a manufacturing company reach its full potential.

However, you may not find the exact match in your portfolio for every product. In that case, ensure the success stories you highlight show features that can solve your current prospect’s pain points.  

4. Focus on the value proposition

The whole point of a client meeting is to help the prospect understand how they can benefit from your services. You may have various features that can cater to their needs, but you can’t detail each in a meeting’s limited time. 

So, how do you communicate your product’s merit? With a stellar value proposition. It has to be customized to highlight your services as the solution to the prospect’s unique problem. 

Try to think from the lead’s perspective. If they ask, “What’s in it for me?” Is your value proposition personalized enough to focus on that “me” part? This will guide you in tailoring your value proposition to fit the prospect’s needs before the meeting. Then, factor in the insights from the pre-meeting research and align the narrative accordingly. 

So, prepare a value proposition for each of your customer segments. This way, only a few changes before the meeting will be enough, and you will be ready to present it more clearly.

Chris Masanto, the CEO and co-founder of PetLab Co., says, “In every interaction at PetLab Co., we reinforce our core belief that the right product can profoundly impact pet health. Our value proposition isn’t just about what we sell; it’s about the promise of enhancing pet wellness. During sales meetings, we articulate this promise clearly and passionately, ensuring that our clients see a product and a partnership that values their pet’s health as much as they do. This focused approach turns discussions into conversions, fostering trust and loyalty.”

5. Demonstrate industry understanding

You must showcase an extensive understanding of the client’s industry to make the sale. It will reflect that you are familiar with common and recurring problems and offer services accordingly. 

In short, relevant industrial knowledge shows you know what you are talking about, making the prospect trust you, and by extension, your product. 

You must already be familiar with the client’s business, target customers, industry, and competition through the pre-meeting research. Now, merge these insights into your value proposition and presentation. 

Use industry-specific language and terminology during the meeting. Drop in references to relevant trends, regulations, or recent changes in the market to showcase your knowledge. Quoting niche-related reports and surveys can also impress the lead. 

Offer value with industry-specific suggestions and strategic advice about how they can address their current challenges. Provide some recommendations for solutions they need that your product doesn’t cover.

For example, you are an email marketing automation tool but see that your lead needs a social media analytics tool. In that case, suggest the best ones that fit your understanding.

6. Engage in consultative selling

Don’t let the meeting turn into a monologue. Instead, use a consultative selling approach and build an open dialogue to address the customer’s challenges. 

Ask open-ended questions like: 

  • What do you want to achieve in the next 5 years?
  • What are your current methods?
  • In your opinion, which one of them isn’t working well?

Answers to these questions will refine your understanding of prospects, engage them in the discussion, and keep the meeting lively. 

Listen actively throughout the conversation and never interrupt the client. Make notes about the points they discuss and circle back when it’s your turn to talk. Your aim here is to get the position of their trusted advisor. Instead of a sales meeting, they will feel they are getting valuable consultation for their problems. 

7. Personalize the presentation

The sales process tends to become increasingly complex as you progress. You need a more engaging tool than vocal promises to ensure your prospect doesn’t suffer from information overload and retains the important bits. 

That’s where a visually stunning and informative sales presentation can help you. Ensure your brand’s story comes through the presentation. Stay true to your brand voice and use your signature color palette and typography. 

You don’t want to create a generic PowerPoint presentation. It will bore the customers. Use a mix of content instead of just text and pictures. Experiment with video elements and animations in slides. You can add product demos and customer testimonials to help the prospect make informed decisions. Adding interactive activities will keep the attendees hooked and ensure maximum information retention. 

If you are wondering how to add videos to your presentation slides, CustomShow’s features can help you. It gives you full control to add videos to your presentations however you want. You can trim, cut, crop videos to your desired shape, and play them full screen with just a click.  

8. Involve key stakeholders

Ask your key stakeholders to join the meeting. Their expertise in their respective areas will make your proposals more credible. It will also keep them on the same page about the deal negotiation. You can quickly check with their respective departments before making any impromptu promises.

9. Follow-up with actionable insights

No matter how good the meeting went, you may not get the final confirmation from the client then and there. So, you must follow up with actionable insights within appropriate intervals. Let them know how you have worked out a deal that addresses their concerns and offer estimates with some room for negotiation. 

Use a CRM to schedule meetings on your calendar. The system will send you timely alerts so that you don’t miss out on any follow-ups. 


Here is a TL;DR version of the best sales meeting strategies: 

  • From value proposition to presentation, everything should revolve around the prospect’s needs
  • Conduct pre-meeting research and personalize agendas accordingly
  • Engage in consultative selling and flaunt your knowledge about the lead’s industry
  • Up the ante with video-rich presentations
  • Always follow up

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