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How to Improve Sales Meetings

In today’s competitive economy, businesses need to take an “all hands on deck” approach to improving revenue and driving overall performance. Compared to B2C organizations, sales teams play an integral role in the success of B2B companies, because business professionals don’t just purchase business products on a whim.


Understanding the complexities of B2B sales processes


In their B2B Buyer’s Survey Demand Gen Report revealed that  79% of businesses have between one and six people involved in purchasing, and 44% have formal buying groups or committees to review each purchase.

A side effect of these lengthier sales cycles is the fact that sales professionals are spending more time on internal activities, rather than working with the actual clients. For example, the Harvard Business Review reports that compared to five years ago, time spent on pre-sales and post-sales activities are up 15%.

Despite these shifts, many sales professionals still use traditional meeting planning processes, where they try researching the prospect at a high-level and then make minor changes to a generic presentation.

Since organizations have multiple stakeholders sitting in on individual meetings, sales professionals need to be prepared for unforeseen questions that come up during the presentation, and ensure that they have access to the right collateral when it’s needed.


Practical steps to improve sales meetings

All those things in mind, improving your sales meetings is a formidable task for even the most experienced sales professionals. Fortunately, we’ve developed a guide to help B2B sales professionals revamp their approach to selling. A few of the tips offered in the guide include:

  • Create a positive sales experience: Now that buyers dictate the purchase process, sales professionals need to provide personalized insights during sales meetings, rather than generic overviews of company information.

  • Improve sales and marketing team efficiency: Sales professionals need to be able to answer prospect questions on the fly, while also identifying additional ways to add value.

  • Leverage a sales enablement platform: By using digital solutions, sales professionals are able to pull up the right collateral as it’s needed, rather than having to tell the client they’ll deliver the answer later on.

Our guide provides an in-depth discussion on those topics, along with suggestions on how to put the insights into practice. To grab your copy of the guide, just fill in your info below and hit “Submit & Download”.


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