Guiding the Meeting

...you are there to solve their problems...

Old-style salespeople were loath to lose control of a meeting and so did all the talking and tried to force the customer on to their agenda. you can see now that this isn't consistent with a problem-solving approach to selling.

Instead, you should acknowledge that the meeting belongs to the customer -- you are there to solve their problems, after all. Your role is more as facilitator, to ensure that the meeting runs smoothly. Once you begin addressing issues on the agenda, ensure that the meeting stays focused on the stated purpose's. Try to draw out ideas from all participants, then move the meeting toward an action plan and schedule the follow-up.

ACTION POINT: Stay focused on the purpose of the sales call.