Agendas Rock

I am constantly amazed in my work observing sales teams in the field, how infrequently and ineffectively a common and simple agenda is used in discussions with clients.

Come on folks, this is Sales 101. And I know what some will say; "We know this client", "We've met with him/her many times", "We have a great relationship", "The should know the agenda", "Insert your favorite excuse here".

Let's think this through briefly. As a client, I would like to know what you are going to discuss. I personally like surprises but most clients do not. Let's not have them guessing as to our intent in our interactions. An agenda provides a point of reference in our discussions - almost like ground rules. And when we get the client to agree to the agenda - that it makes sense and that this covers areas of interested to him/her then we have a purpose and goal to cover the agenda.

An interesting story. I was working with a large communications firm. We had a discussion regarding agendas. I had asked the sales rep to do the following in their next client interaction (and keep in mind that that this was with a client the firm had been working with for generations). "Mr Client, we have a great relationship and I enjoy our discussions. I would like to do something a little different today. I would like to present our agenda for today (present agenda) - how does this sound to you?" - or something to that effect. This sales rep came back after this meeting very excited. He noted that the client commented: "This is new, I am impressed" and "this is the type of professionalism we have come to expect".

There are some key topics that are usually covered in a meeting agenda:
1. Introductions - who are you, what's new in your organization
2. Purpose - why are you there - what are you looking to get out of the meeting/relationship
3. Content - supports the purpose/objectives of the meeting
4. Potential next steps - how do you see it
5. Close it down

Always confirm during each step that these make sense to the client and that this is where the client wants to take the discussion.

Sometimes the simple things make all the difference

Until next time.

Cheers,

Steve