Every time I think of a new mistake to talk about, I am getting excited about it, simply because of their significance in sales.
Somebody would argue that this topic is targeting more B2B, heavy sales, where sales cycles are long, decision making processes are complex. I would argue this is not the case. The process even in B2B selling to SMEs or even in B2C might be different and buying reasoning differs, but there is still a buying process (even unconsciously) in people’s mind when considering buying a product.
Especially when selling to someone that is not coming as an inbound lead (hence half ready to buy), the decision can still be complex. When you suggest a new idea or a new product to a lead, you almost always ask the buyer to change their status quo, which is one of the hardest things to do. We have all experienced clients sometimes also do nothing, taking no decision, so even inertia in that case is considered the status quo and apparently a difficult one to change.
This is why, the objective in the first meeting is not to sell.
The first meeting is the one you should have a discussion to learn about the client. Even if you tried to research about them before the meeting, the information you can get in a face to face discussion is much richer. This is your opportunity to learn about the client’s objectives and plans, their views on the market, the challenges they face. From your side, this is the moment to gain credibility and build trust. This is when you establish connection by sharing valuable information to the client that can help them later in their business. Consult them, give them important market insights they might not know today, without selling your product.
Clients need their time to decide, not only to understand that you are a credible partner but also to work how a new solution would affect their business. Clients need to be nurtured and guided into this journey. And such journey takes time.
Happy selling.