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Two Big Clues Your Customer Doesn’t Deserve a Second Meeting

Two Big Clues Your Customer Doesn’t Deserve a Second Meeting - Janice Mars, SalesLatitude

Two Big Clues Your Customer Doesn’t Deserve a Second Meeting - Janice Mars, SalesLatitudeThere is a lot out there on why you, the sales person, may not deserve a second meeting with a customer. But that got me thinking. Sometimes you just shouldn’t bother spending the time on a second meeting because the customer doesn’t deserve it. Here are two times when this is the case.

1. No Pain, Need or Problem

I am sure this has never happened to you. You prep for a particular customer meeting the best you possibly can. Everything goes swimmingly at the first meeting, you discuss next steps, and they are excited to have you back to do a demo, talk more, whatever. Then you realize, at some point in the meeting, “Damn, they have no real pain.” They don’t seem to have a real need, challenge or priority business problem that you could help them overcome. Not now and maybe not ever. Any further meetings would be a waste of everyone’s time.

Conclusion: The customer doesn’t deserve a second meeting.

2. No Time to Share Information

I am sure this also has never happened to you. You are asked to demonstrate your product or service or submit a proposal. Before doing any work, you want to be prepared as best as possible to ensure the demo or proposal is “spot on.” You prepare a list of questions based on gaps in your knowledge. All with the end goal of not wasting anyone’s time, yours included.

Some level of preparation is necessary, so you put together your list of questions to fill in gaps and/or gain additional information. But then they tell you that they don’t have the time to share that information, nor are they comfortable sharing it with you. Instead, they just want the standard demo or proposal, or something else. Sounds like a waste of everyone’s time.

Conclusion: The customer doesn’t deserve a second meeting.

Is the Second Meeting Useful?

And, I could also take this one step further and say that when you are wining and dining your customers, taking them fishing or golfing, make sure it’s a good use of YOUR time and, of course, theirs. But if you are paying, they should expect some additional discovery and/or insights to fill in knowledge gaps, so use the time wisely.

There are many times when you, as the sales person, don’t deserve a second meeting with the customer. But it goes both ways. Time is finite and not one of the things you want to waste. Be assertive and guard your precious time. Don’t waste it on a second meeting that’s useful to no one – neither your customer/prospect, nor yourself. Make sense?

 

Janice Mars, Principal and Founder of SalesLatitude, is a sales performance improvement consultant and change agent focused on growing top performers to impact bottom line growth. With more than 30 years of experience as a senior business and sales executive, she helps companies build successful sales teams by maximizing their time and resources, selling from the buyer’s point of view, and strengthening the effectiveness of leadership. View my LinkedIn profile | Twitter

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