Uncover Three More Benefits of Sending an Agenda

I posted a blog about the benefits of sending an agenda only five weeks ago. Then, last week, I was facilitating a training for Enterprise salespeople where this came up again (thanks Warren van Dyk) and I realized more and more benefits. I hope that this blog will change more salespeople for the better. Here we go:

What does going to the theatre, a football game, and an invitation to a neighbourhood get-together have in common?

Well, it’s very simple: before you decide to go, you want to know what’s happening. You can find this out yourself (online research), or someone will hand you an information packet. What information are you provided with? You will discover who is playing, at what time it starts, and what to expect. This information triggers a couple of thoughts:

• Is this in my interest?
• How valuable is this to me?
• How much time will I invest?

Now you know what to expect if you would attend. Based on that, most of us make decisions. This information gives you an idea of what you need to prepare. To attend the theatre, you would dress up. Bring your sports scarf, snacks, and a rain jacket for the football game. For the neighbourhood get-together, you may want to find out if this is a fundraiser or a networking event. You need to know in advance if lunch is provided or if it is expected to bring some food and drinks.

Why do many salespeople not send an agenda to their customers before meeting with them? In a way, it is the same thing: you provide them with information. Think about this from the customer’s perspective. When a salesperson invites you to a meeting, they want to know:

• Who is attending?
• Will this be valuable to me?
• How much time am I asked to invest?
• Do I need to prepare, if required?

It is a missing part of many sales meetings. If done well, it will benefit both you and your customer.

Three More Benefits

1. GETTING THE RIGHT PEOPLE TO YOUR MEETING

Like the examples described earlier, you want people in the theatre who want to watch the play. The organizers of the neighbourhood get-together wish to attract those who want to cheer the fundraising and participate in the right cause.

By sending an agenda to your customer before the meeting, you get stakeholders attending who want to be there. You have created their interest. Knowing what topics are on the agenda, stakeholders might invite other stakeholders to attend. Influencing happens when you are not there. This is your first opportunity without having met anyone yet..

2. A MORE ENGAGED AUDIENCE

The second benefit of sending an agenda is to create their interest and ensure they will engage. By knowing the objective and topics of the meeting, your stakeholders come prepared. Your agenda tells them the meeting will be focused, and you will not waste their time. Customers like that. They already have a busy working life. Meeting with focused salespeople helps remove the noise and distractions.

3. CONCERNS KNOWN IN ADVANCED

The third benefit is a huge benefit independent of the buying process for the customer. If you have prepared for a Why Change? Discovery conversation: You want to be focused on letting your stakeholders discover new business growth ideas, the risk of not making a change and capitalizing on low-hanging fruit opportunities. But what if the customer derails you with concerns like a previous bad experience with your company?  (yes, that can happen!)

Or, when you have prepared for negotiation with Procurement in Commit to Change, you better ask if there is anything else they would like to discuss at the meeting so you can prepare. Selling is Helping and setting the agenda helps your stakeholders with all these challenges.

How to set the Agenda?

My recommendation is to keep the agenda points to a maximum of three. This will keep the meeting focused. E.g.:

• Topic 1
• Topic 2
• Topic 3

Finally, ask if the customer wants to add anything else to the agenda. It’s as simple as that. Send the agenda by email, Whatsapp, or Video Message, whatever your customer prefers. This proactive initiative is often overlooked, and its effect is underappreciated. Try it and make it a habit to experience the impact it deserves.

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