You booked a meeting with a prospect, hooray!
Securing a meeting with a high-level decision-maker is a significant first step. However, the real challenge lies in turning that meeting into an ongoing conversation and eventually a long-lasting business relationship. How can you maximize your chances even if it’s a 15-minute virtual meeting? It all starts with a well-prepared and engaging introductory meeting. Here are five tips to keep the conversation going with prospects.
1. KNOW YOUR PROSPECT, KNOW YOUR PRODUCT
Prepare thoroughly by understanding your prospect’s organization, their goals, and challenges. Personalization goes a long way — 80% of customers prefer companies offering tailored experiences (Epsilon).
- Take a few minutes to scan your prospect‘s LinkedIn profile and their company‘s website and social media platforms.
- Identify trending topics and shared connections that can add value to your meeting.
- Create an agenda for yourself. Having one for your reference keeps you on track and focused.
Pro Tip: Thorough preparation signals professionalism and respect for your prospect’s time, creating a strong first impression.
2. KEEP IT CONCISE
During the meeting, avoid lengthy introductions or background details. Focus instead on how your solution directly improves their business. One slide with the most relevant insights often works better than an exhaustive deck.
Decision-makers are often juggling many priorities. To secure their attention, take a few minutes to demonstrate how valuable a collaboration will be by relating it to the prospect’s timelines and goals.
- Tie it to business deadlines: Explain how the collaboration can put them ahead of their competitors by a certain quarter, for example.
- Highlight opportunity costs: Mention how companies that implement your solution earlier see a 2x ROI compared to later adopters.
- Identify immediate wins: Focus on quick wins they can achieve by acting now.
Pro Tip: End the meeting with an action plan. Conclude with clear next steps and decisions to build momentum for a follow-up.
Decision-Maker Perspective:
“If the person meeting me has done their homework so they know something about our company already, it’s always good. Also, when it’s interactive. Because in 15 minutes, a 100-slide PowerPoint is awful. I would say two slides maximum and then open a dialogue with the possible partner. That’s beneficial.” – CISO, Musti Group
3. GO BEYOND SURFACE-LEVEL METRICS
Decision-makers likely know the basics about your company from prior research. Don’t waste time rehashing easily accessible information. Instead, offer data-driven insights or perspectives they can’t find online. A Harvard Business Review study reveals that 75% of B2B buyers finalize their decision before contacting vendors. To stand out, showcase your unique value through industry knowledge and real-world successes.
- Name-drop relevant companies or results: “We recently helped [competitor] increase customer acquisition by 30% in under six months.”
- Showcase case studies: Share brief success stories or testimonials that align with their situation.
- Highlight relevant partnerships or industry recognition: “We’ve partnered with over 500 enterprise clients, including [names].”
Prospects also want to know a vendor’s technical capabilities, financial stability, track records, and compliance considerations. Having that information readily available helps you stand out among your competitors.
Pro Tip: Showcase your best testimonials and case studies. Include details about the challenges, the process of implementation, and the results.
Decision-Maker Perspective:
“Be specific. Given our time constraints, provide a brief introduction, outlining what the solution can do and its relevant areas. Before meetings, I research the company to understand its capabilities and where there might be relevance or potential for a relationship.
During the meeting, I give a high-level overview of the solution’s coverage and then explore any points of interest. In meetings with us, honesty is crucial. Don’t oversell what you can deliver. Let’s engage in meaningful discussions about what is feasible and provide inspiration for potential collaborations.” – Director, Industrial Technology (OT) & Automation, DSV
4. DITCH THE SALES PITCH
Instead of a traditional sales pitch, why not go a step further and provide a product demo during your presentation? This makes for a more interactive and engaging sales presentation that includes the decision-maker. A product demo allows you to:
- Practice active listening and have a two-way conversation with the customer.
- Calculate ROI live during the demo and address the prospect’s budget concerns.
- Cover important features such as user experience, compliance details, and security measures.
Decision-makers are interested in learning about what vendors have to offer, and a demonstration is a clear way to do that.
Pro Tip: Answer every question clearly and concisely to ensure your solution is easy to understand.
Decision-Maker Perspective:
“Meeting vendors for us is more about understanding what’s available out there. For example, the progress of certain technology among vendors and what they have been implementing.” – CIO, Finavia
5. FOLLOW UP DIRECTLY AND RESPECTFULLY
The meeting doesn’t end when you log off. Following up is essential to maintaining momentum and keeping your conversation in mind. Due to their busy schedules, decision-makers value brevity and clarity. Your follow-up should be concise, respectful of their time, and easy to respond to. A clear, actionable follow-up email increases the likelihood of securing a meeting.
- Thank them for their time and briefly reference something meaningful from your discussion.
- Suggest a concrete time frame and purpose. For example: “Can we schedule 20 minutes next Tuesday to discuss streamlining your Q4 goals with our solution?”
- Provide a few time slot options or use scheduling tools to book a follow-up meeting.
- If you don’t get a response via email, follow up and connect with them on LinkedIn.
Pro Tip: Prioritize building long-term relationships with prospects with securing a follow-up meeting as the first step. If they don’t respond immediately, nurture the relationship by sharing insights or tailored content that reinforces your value.
