It’s important to know how to mentally prepare a prospective customer for a meeting in sales jobs.
In every sales presentation, the very first words you say can make the difference between success and failure. How you set the scene and what you do and say to prepare the prospect for the meeting is as important (if not more so), as what you do to close the sale.
Here is a simple formula to help you properly set the scene for sales interactions with potential clients. Remember that you cannot close until you open, and your open has to be right!
Keep in mind this acronym to set the scene: T.O.M.A. This formula is similar to how a courtroom attorney might present an “opening statement.”
T.O.M.A.
T = Time:
First, you need to clarify the length of time for the meeting. You may have mentioned it several times on the telephone when setting the appointment. However, reconfirm how long this meeting will be and thank the prospect for their time.
O = Objectives:
Now state clearly, what the objectives are for this meeting. Be honest and straightforward. If you intend to ask for an order at the end of this meeting, then make that clear in the beginning. If you are planning on gathering information to construct a proposal to present to them later, explain that too.
M = Millstones:
Now briefly explain how you are going to reach those objectives. What are the steps, the millstones you will cross with the prospect? This is a time to explain what your presentation entails and how you are going to present it.
A: Ask for agreement:
Finally, ask the prospect if everything is clear and agreeable. You are not asking for an order, just if they agree to what both of you are going to do.
The T.O.M.A. formula may at first appear complicated and excessive. However, though you do not have to perform these steps in this exact order, they are all critically important. Also, depending on what you sell, the whole process can be a short as a couple of sentences. Here is an example:
“Mr. Prospect, I thank you for your time today, as I mentioned on the phone, we should only be about 30 minutes. Our objective today is to gather enough information about your needs to construct a proposal that I believe will solve your problems. So, first I’m going to take just a few minutes and tell you more about who we are and how we work, then we’ll examine the issues you are having in the warehouse, and finally I’ll analyze the information and come back next week with a solution. How does that that sound?”
Remember, set a clear course for the meeting and you will achieve better results.
Sean McPheat is the managing director and Founder of MTD Sales Training. MTD Have trained over 30,000 staff worldwide. Sean is regarded as a leading authority in the world of selling and has been featured on CNN, BBC, and ITV. Check his free weekly tips and his MTD sales blog for more advice.
