EYN#064: Don't Start Customer Meetings Like This

Let's play bingo.  Check these off if you've ever seen a customer meeting start like this.  Out comes the corporate slide deck and …

• The company mission (pretty much the same as every other company in tech, but with slightly different words)
• The fashionable quote from their hallowed leader (accompanied by obligatory photo, looking corporate sharp)
• The values (pretty much the same as every other company in tech, but with slightly different words)
• The timeline of companies you have acquired (a list of brands people forgot about)
• The commitment to ESG (how much water you saved with recycled toilet water last year)
• The customer logos (50 customer logos in one overwhelming slide)

This is the path to failure.

I`m not saying these topics aren't important.  They are!  But are they really the first thing you want to say to your customer?

You only get once chance to make a first impression.  Are any of those things really what the customer wants to hear first?

I don't think so.

I think the customer has got a need, and wants to see how you can help them.  How much recycled toilet water you've saved can come later.

Here are two better ways to start:

When They've Asked For A Presentation

Sometimes customers ask for a presentation and want you to deliver something to them.  If that's the case, firstly do your research.  Either through a customer call, or working with colleagues aligned to the account, find out as much as you can.  You need to be as relevant as possible.  The corporate bingo deck is not good enough.

Research:

•  What is their pain?
• What are they trying to achieve?
• What do they really want?
• How can you help them?

Then start the presentation like this:

• Breath - Settle the nerves.
• Smile - Ease the tension in the room.
• Thanks - They're giving you their non-refundable time.
• Intro - Say who you are.  A few seconds to build some credibility.
• Hook - A little story, some amazing datapoints.  Create an emotional connection.
• Benefits - Nail the 'what's in it for me?'  Why do they want to listen?
• Key Message - Be clear.  What's the key message you want them to take away?

Not a pithy quote from a hallowed leader in sight.

Later on in the meeting, or a follow up meeting, they might genuinely be interested in some of the 'bingo' topics above.  Brilliant.  They're important.  They're just not the first thing they care about.

When They've Asked For A Meeting

It's about them, not you.  You don't need to bamboozle them with how totally awesome you are.

Do not start with the corporate bingo deck!

• Ask questions - really understand the customer.
• Listen - use Active Listening not the thousand yard stare.
• Internalise the answers - actually listen, don't wait to speak.
• Communicate your message - when appropriate, deliver your message in their language.

Let me give you an example:

A few months ago I was positioning the Technical Storytelling Professional Program to a potential customer.  I had a 1 hour meeting with their main sponsor and decision maker.  The first half I simply asked questions and listened to their problems.  Listened to the specific language they used.  Identified how I could solve their pain.

The next section was me describing how I could solve their problem in their language, in their context, with maximum relevance.

Then we talked through any challenges, objections and next steps.

The outcome - I have a new customer.

Not a slide was used.

Don't waste your first impression with a corporate bingo deck.  Either ask questions and listen, or present something relevant and impactful.

Hope this helps

Ben