CHAPTER 3

Step 2—Meeting Goal

Throughout the sales process, the customer and supplier will interact at various meetings. Whether a phone call, a video conference, or a face-toface meeting, each occasion provides the supplier with the opportunity to persuade the customer they offer the best solution, and ultimately, they are the right supplier to choose.

A key part of what the supplier should talk about comes from the Communication Objective. It reveals what is happening in the customer’s world, provides the broad themes the supplier should communicate to the customer, and identifies their priorities in terms of requirements.

Every meeting provides a unique opportunity to engage with and persuade the customer and should be prepared for thoroughly. ...

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