pre-meeting
Athletes, actors, and politicians alike swear by one common practice– preparation– almost as if it’s 95% of the battle.
In sports, long before their first game, athletes train, eat right, and practice drills, all tailored to the game.
In politics, leaders have to stay informed and ready, meeting with advisors, specifying policy details, and rehearsing their speeches meticulously to make sure they can express their views convincingly.
And in entertainment, actors dive deep into their roles, researching mannerisms and speech patterns, all before even stepping onto the stage or facing the camera for their first rehearsal.
This relentless pursuit of readiness isn't just confined to the playing field, the political arena, or the stage; it's equally critical in business.
The best businesses don’t just go through the motions of preparing— they obsess over preparation. And that’s what sets them apart from the rest.
THE MINDSET SHIFT
Why Does Pre-Meeting Strategy Matter?
You might not be the smartest in the room.
You might not be the most talented, charismatic, or charming.
But you can always be the most prepared in the room.
In business— especially sales— being prepared trumps even the rawest of talent.
Yet, many sales professionals simply don’t prepare enough.
In fact - 67% of lost sales are because of sales reps not properly qualifying potential customers according to Zippia. They also say that 42% of sales reps say they don’t have enough information before getting on a sales call.
Clearly, there’s a huge gap in the preparation process for sales reps.
This is the first of a multi-part series that shares how top-notch sales teams can better prepare for their meetings. We’ll dive deep into various strategies, tools, and best practices so you can gear up for any meeting and boost your odds of success. For blog posts in this series, you can expect:
- Tools, tactics and best practices that you can apply before any meeting to increase your chances of success.
- Guidance on where to look for pre-meeting data sources and how to use them in a repeatable, ethical, and compliant way.
- Advice for championing pre-meeting intelligence internally at your company so you can become a valuable and trusted advisor to GTM teams and executives.
THE FOUNDATION FOR PRE-MEETING STRATEGY
Ingredients for Preparation
Preparing for a sales meeting is a bit like baking a perfect cake.
But instead of flour and sugar, you’re using key pieces of information that, when researched thoughtfully, can lead to a successful meeting.
You need the right ingredients, measured and mixed to perfection, to ensure the ideal outcome: in this case, a successful, closed deal.
All of these can be found on our pre-meeting dossier, prepared specifically for sales reps to win their meeting. 🎂
INGREDIENT 1
Contact Intelligence
Imagine you're about to call a prospect, and all you've got is a name, job title, email, and phone number. Sure, this information is important, but there’s a limit to how personalized your approach can be with this alone.
To truly connect, you’ll need to know their background and past experiences, like previous roles they've held, which can shed light on their career trajectory and professional skills.
You’ll need to know their educational background, including what they studied and their alma mater, and where they’re located or based so you can tailor your conversation to reflect regional or cultural nuances.
And to really show you know your stuff, you’ll need memorable quotes from their public speaking engagements, presentations, or interviews, which can all offer a glimpse into their perspectives and values on a level that few others will reach.
The key is getting a well-rounded view of not just what you’re speaking about, but really who you’re speaking to. With this uber-targeted information, you’re already a leg-up in establishing a deeper connection and showing that you value not just their business, but who they are as a professional and an individual.
INGREDIENT 2
Company Intelligence
Ingredient 2: Company Intelligence
Ever found yourself pitching to a company and realizing mid-sentence that you don't really know what they do?
Understanding a company's background– its history, goals, and especially its pain points– is crucial for tailoring your discussion. And yes, knowing a company spans far beyond its little tagline on its LinkedIn business profile! At the very least, you should understand what the business sells and how it makes money.
In order to have a real pre-meeting strategy, you’ll need specific information about their business (beyond what you’ve found on their personal LinkedIn):
- Revenue and employees, so you know the budget and scope you're looking at.
- Industry, so you know which business sector they’re in
- Company milestones so that you can note specific changes and trajectories moving forward.
- Top products, so you can better understand their focus areas.
- Key executives, so you’re familiar with names and roles when they’re dropped.
INGREDIENT 3
Personality Intelligence
Here’s where the real prep work comes in: knowing your prospect’s personality.
Understanding who they are, how they communicate, and what makes them tick will help you personalize the buying experience so your prospect feels like a VIP. “For 84% of buyers, being treated like a person — and not a number — is very important to win their business,” according to research conducted by Salesforce.
Having this understanding is so pivotal that it can enable you to anticipate behaviors and tailor your entire communication style– all because you had proper preparation.
Here’s an example of what we mean. With a straightforward "Dos and Don'ts" section, easily understood personality traits on a sliding scale, a clearly mapped DISC type on the wheel, plus a list of what energizes and drains your prospect, you'll have all the information at a quick glance to create a comfortable environment tailored directly to them.
If they veer on the I-side of the DISC scale, they’ll likely appreciate a verbal phone call that’s friendly, engaging, and casual. If they veer on the D-side, they’ll like a much more direct phone call— who you are, why you’re calling, and how they can best contact you.
S-types will likely need at least 1 written piece of written communication so they can have the time and preparation themselves to ask questions, and C-types will definitely want a (virtual) paper trail through written communication so they can have all of the details and information possible before talking.
INGREDIENT 4
Notable Events Intelligence
Have you ever noticed how someone's face lights up when you congratulate them on a recent achievement? Or, think about a time when someone acknowledged something special you did. It’s a small gesture, but it means the world to the recipient, showing them that you care and pay attention.
In sales, being aware of significant milestones and events in your buyer’s journey can do those same wonders.
Understanding notable events– be it a company anniversary, a major project launch, or an industry award– helps you establish a personal connection much deeper than reading their latest LinkedIn post.
Acknowledging these events can be as simple as, “I know John Doe was just appointed as the new CEO last month— there must be a lot of changes going on in the org right about now.”
It shows you're not just there to sell; you're there to celebrate their successes and empathize with their challenges. With pre-meeting preparation, you’ll be able to weave these events into your conversations, creating a rapport that goes way beyond a mere transaction.
INGREDIENT 5
Social Intelligence
Imagine starting your meeting like this. "Hey, I saw on your blog that you learned about entrepreneurship from your grandad. That's such a cool and unique introduction to the business world, isn't it?"
You've done your homework, digging a bit deeper to uncover those golden nuggets of information.
The result?
The atmosphere in the room changes. Conversations flow more naturally, and a genuine bond can begin to form.
Suddenly, the trust between you and your client starts to grow, and all you did was read a little deeper into their social presence.
Social information— like hobbies, affiliations, and recent social media posts— is incredibly valuable for tailoring your discussions.
But the real trick is in not just finding this info, but knowing how to use it wisely.
It’s about connecting with your buyer on a human level, understanding their interests and passions, and weaving this into your conversations, transforming a plain old sales meeting into the beginning of a strong, lasting relationship. And as a sales professional, you know that’s the beginning of building a clientele of true evangelists. 💪
INGREDIENT 6
Behavioral Intelligence
Sorry to say it, but you’ll never be able to read someone's mind.
And we’ll never give you information that will give you the ability to read their minds.
But knowing the DISC personality of your prospect (mentioned above) can give you basic behavioral information to predict strength & blindspot, decision-making styles, and even communication habits so you can anticipate their needs if and when they arise.
Analyzing a prospect’s behavioral cues will help you tailor your pre-meeting preparation accordingly, whether it's a direct, no-nonsense conversation or a more detailed, consultative discussion.
INGREDIENT 7
Competitive Intelligence
You have their company information and their behavioral habits– but how you can really differentiate yourself is knowing your prospect’s competitive landscape?
If you’re engaging with a client from Microsoft, you’ll need to be well-versed in what companies like Google are doing. Same thing if you’re working with DoorDash. You’ll need to know how UberEats is doing.
This knowledge gives you a comprehensive view of the industry, like the latest developments, strengths, and strategies of their key competitors, and shows that you harness valuable insights into how your offering can strategically position your prospect in their competitive field.
And of course, during the meeting, it means you can tailor your discussions to address the specific challenges or opportunities your prospect faces in relation to their competition.
What this also means is that you can anticipate potential objections or questions your prospects might have regarding how they stack up against their competitors.
Armed with this knowledge, you can confidently highlight how your product or service not only benefits them but also gives them a competitive edge in their industry.
Ultimately, it’s about showing that you both understand their world and are equipped to help them excel within it.
So— What’s Next When It Comes to
Pre-Meeting Preparation?
Preparing to win.
In our upcoming blog series, we’ll break down each ingredient more in-depth, unveiling the secret to becoming the most prepared sales professional in any room.
Gathering intelligence, knowing personalities, and understanding the competitive landscape— these all play important roles in the success of your sales team.
At Crystal, our pre-meeting intelligence dossier encapsulates all of the above ingredients into a comprehensive report. By preparing with the information found in our dossiers, you can enter every meeting with confidence and leave with successful sales outcomes.
[See example of pre-meeting intelligence dossier]
Want to learn how Crystal can equip you with comprehensive pre-meeting intelligence reports tailored to your accounts? Schedule your free consultation today.
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