Agenda Statements
Not all dates start with an agenda statement:
Thanks Sarah for making the time to go out with me tonight. The purpose of this evening is to get to know each other better and move our relationship forward. First I’ll pick you up around 7. Then we’ll head to the movies. After that we can grab a quick bite to eat and a drink. If it seems like there’s a fit, hopefully I can give you a kiss good night. How does that sound? Is there anything else you’d like to include in this evening’s plan?
And not all sales calls start with an agenda statement either:
Thanks Jill for meeting with me today. The purpose of the meeting is to introduce one another and discuss potential opportunities for us to work together to drive the performance of your sales organization. First I’ll give you a quick overview of Accelerate Performance and our approach to sales development. Then I’d like to learn a lot more about you, your background and your current role. I’d also like to better understand your goals and priorities for the year. From there we should be able to determine how there may be a fit to work together. How does that sound? Is there anything in particular you’d like to make sure we include in today’s discussion?
But they should.
An agenda statement, like the second one above, is a great way to transition from the pleasantries that usually start a meeting to the business conversation. It’s a simple transition that is hugely effective for the following reasons: 1) the salesperson gains control of the conversation; 2) the salesperson is better able to drive the conversation toward his or her meeting purpose and desired outcomes; 3) both parties agree on the discussion plan; and 4) it demonstrates thoughtful preparation by the salesperson.
Top performers use agenda statements on important calls and meetings with clients and prospects. Here are a few keys to success top performers implement when using agenda statements:
- Use a printed agenda. An actual printed agenda makes it even easier to stay on track and naturally accompanies your agenda statement. It also demonstrates your thoughtfulness and preparation. Most agree that this tactic can be a little awkward and is usually best avoided if the meeting is over a meal.
- Get their input. How does that sound? Is there anything in particular you’d like to make sure we include in today’s discussion? This section of the agenda statement ensures that it’s “our meeting” vs. “my meeting.” Many top performers gain this input a couple days before the meeting. They call (ideally) or email the client and confirm the agenda and find out what’s most important to the client.
- Focus the agenda on them. The agenda statement above makes it clear that the majority of the meeting will be focused on the client (for example from above: your sales organization; you, your background and your current role; your goals and priorities for the year). With this agenda, you take control in a way that enables you to focus on them. This drives a consultative dynamic in which you ask questions and listen while they talk about their problems and opportunities.
It’s a simple tactic that makes a big difference. Use an agenda statement in your meetings to stay in control, focus on them, and achieve your purpose. You’ll be more successful and more efficient on purpose.