So, you’ve set the meeting. After crafting your story, practicing your calls, and following up, here you are, about to walk into your client’s office. And the plan? Well, if you’re like I was early on, maybe your plan is just to feel it out, be “organic,” see what happens. But here’s the truth: hoping for a smooth, impactful meeting without a clear structure is like jumping in a plane without a flight path and just hoping you’ll land somewhere great. Believe me, it rarely works out.
I used to think being a good listener and a “go-with-the-flow” type made up for a lack of structure in my sales calls. I wanted each meeting to feel authentic, unplanned, and personal. But every time I went in without an agenda, things unraveled. I’d find myself reacting to whatever the buyer wanted to discuss, letting them guide the conversation, and—more often than not—I left feeling like I hadn’t gained any ground. It’s a frustrating cycle, and if you’re in it now, know there’s a way out.
Why Sales Calls Derail
The simple fact is that without a plan, sales calls are all too easy to lose control of. I remember once tagging along with a young salesperson who had just started out. As we parked, I asked him, “What’s your plan for the meeting?” He shrugged, saying he liked to keep things “organic” because it felt more “real.” I smiled, having been there myself. Let’s just say the meeting that followed was a whirlwind of questions, tangents, and eventually, a painful scramble for both him and the client to get back on track. “Organic” had turned into a total mess.
Every unstructured meeting runs the risk of one of two things happening: either you’re talking too much without learning anything, or the client is driving the conversation, taking you in every direction but the one that leads to a deal. And trust me, no matter how “natural” the meeting felt, your results will suffer. A plan isn’t about being rigid; it’s about being ready.
A Clear Agenda Sets You Apart
Think about it: how many times have you sat across from a customer and felt like they weren’t quite sure why you were there? Or, maybe you found yourself halfway through a meeting, covering topics you didn’t even intend to talk about, all because they steered you off course. The single most transformative change I made was learning how to open a meeting by laying out an agenda that instantly conveyed, “I respect your time and know why I’m here.”
I remember trying this with a prospect who was notoriously difficult to pin down. As we sat down, I took a deep breath and said, “Thanks for taking the time to meet with me today. Here’s how I’d like to structure our conversation to make the most of your time.” I laid out my plan, invited his input, and right away, the entire tone shifted. Instead of leaning back and letting me do the talking, he leaned in, engaged, and we got through more in 20 minutes than I’d typically cover in an hour. It was a game-changer.
Structuring Your Call Like a Pro
So, how do you go from winging it to being a structured, effective pro in every meeting? Here’s a simple way to think about it: your sales call is a flight with you as the pilot. Imagine you’re taking the controls and need to guide the customer on a journey from takeoff to landing, smoothly and efficiently.
- Start with Rapport
Building rapport isn’t small talk for the sake of small talk. It’s an essential moment to get the buyer comfortable and gauge who you’re speaking with. Some buyers love to dive right into business, while others prefer a bit of a warm-up. Either way, keep this phase short and professional. And remember, as much as you want to be liked, don’t mistake rapport-building for an excuse to avoid the core of your agenda. - Share the Agenda Early
This is where the magic happens. Once you’ve set the tone, thank them for their time and say something like, “I’d like to take a couple of minutes to run through the key issues we’re addressing for clients like you and then ask you some questions about your current needs. After that, I can show you a couple of solutions to see if we’re a good fit.” This not only makes you look prepared, but it lets them know what to expect, keeping both of you on track. - Deliver a Short, Powerful Introduction
You’re not just any salesperson; you’re there with purpose. This is the moment to bring your story to life. Talk about the core problems you solve, mention a client success story, or hit on a relatable challenge specific to their industry. Give them a reason to listen, but don’t linger here—two minutes max. This opening should set up the rest of your call, not dominate it. - Ask Probing Questions
This was the hardest part for me to master. Once I realized that my success depended less on my ability to talk and more on my ability to listen, everything shifted. Your questions should be thoughtful and uncover pain points. Think of yourself as a detective, and keep the questions open-ended. You’re not just listening; you’re taking mental notes to build a proposal that truly addresses their needs. - Present Solutions That Fit Their Needs
Only now, after learning about their needs, can you start talking solutions. Tailor your pitch based on what they’ve shared. And here’s where your preparation shines. Tie each benefit back to something specific they told you earlier in the meeting. The message should be, “I listened, I understand, and here’s how we can help.” - Set the Next Step
This is the most overlooked part of the meeting, and yet, it’s critical. When the call wraps up, thank them for their time, but don’t leave it there. Schedule the next meeting or action item right then and there, so there’s no ambiguity about where you stand.
The Confidence a Plan Brings
When you come in with a well-thought-out structure, it’s amazing what it does to your confidence. Not only do you feel more in control, but so does the client. They see that you’re not just trying to make a sale; you’re working as a professional who values their time. This structured approach is one of the biggest mindset shifts I ever made. Instead of hoping for a good meeting, you’re actively creating it.
Professionalism Is the New Organic
Ultimately, being prepared isn’t just about closing the sale. It’s about building a reputation, fostering trust, and becoming someone buyers are eager to work with. So, the next time you’re walking into a meeting, remember that a structured plan isn’t a limitation—it’s a gift.
