To The Next Level
Take Control of the Prospect Relationship
How setting an agenda helps you close a deal.
By Jacqueline McCarthy

Did you ever have a meeting with a prospect where things started out on target but got off track over the course of the meeting?

The scenario: The prospect gives you reasons why your products or services are needed. You begin sharing how you can meet those needs. Suddenly, you find yourself discussing things unrelated to the real reasons for you to do business together: superior service, loyalty, and honesty.

Instead, the prospect keeps asking you questions about your pricing. Or, maybe your conversation is interrupted by phone calls or employees with questions.

Suddenly, you're out of time, which causes you to rush the presentation at the end. All too often, you receive the lukewarm reply, "I need to think it over. Call me in a couple of days."

You must remember that the prospect has a strategy. They are looking for information that they can use for their own purpose. Are they just kicking tires? Do they intend to use your information as leverage to buy from someone else?

The prospect may also be afraid of losing control of the process and "feel" forced to buy something that fails to meet their needs; or maybe they believe they will pay too much.

How do you overcome this adversarial relationship, maintain control, and ensure you properly qualify the prospect?

You need to have a strategy, too.

That means you must set an agenda for every meeting. Establish the amount of time you have and make sure the time goes uninterrupted. Come to an agreement with the prospect on every element of the agenda. Make sure you both understand the purpose for the meeting and the potential outcomes, which include an agreement to continue the discussions.

And don't shy away from asking questions about his needs so you can better understand if there is a fit. Ask him what he would like to see covered in the meeting to make sure his expectations are met, and make sure he understands it is OK for him to say no to you if he fails to see a fit.

This will generate an immediate rapport with the prospect: when you both agree on the purpose, what to expect, and what the potential outcomes will be you eliminate that adversarial salesperson-prospect relationship.

You remain in control, yet the prospect feels you are on a level playing field.

If things get off track, you can remind him of the agenda you both agreed to. After acknowledging any immediate concerns the prospect may have you can get back to the agenda, qualifying and closing the deal. If you begin to run out of time you will know in advance, and you can get a sense of where you are and set up a future agenda before you part ways.

Master this and it will be one of the most powerful tactics in your sales toolbox.

Jacqueline McCarthy is a partner of Successful Lives, LLC and a Certified LifeSuccess Consultant, concentrating on empowering and inspiring personal growth. Jackie is also an Associate with Winfree Business Growth Advisors, focusing on increasing client's sales 2 to 3 times their current levels, faster. She is a BNI Assistant Director in the SE Mass/RI Region. Jackie can be reached at Jackie@SuccessfulLives.com or www.Boston.Winfree.org.