Sales Meeting Best Practices

We went Enterprise 1.5 years ago Selling to financial institutions with more than 400 employees exclusively In our first market, we already won 19 out of 47 potential customers That is 40% of the market in 1.5 years How did we do that? We implemented a step in the sales process that was a real game-changer The "Value Workshop" Most deals stall after the demo The prospects usually say something like: "We need to see internally if that makes sense to us and get back to you. We need to understand what use cases fit right now for us. That takes time" The salesperson: 😬 🤷🏼♂️ Most salespeople do not know what to do They are lost Their sales leaders say: Our "sales cycles are too long" Because prospects are lost as well It takes them at least 3 months to get organized and discuss this internally What can salespeople do about it? Proactively suggest the workshop: Me: "Dear prospect, probably you would like to discuss the use cases from today internally and select a few. We can help you with this. Usually, as a next step, we do a workshop with potential users and team leaders to find 3 use cases that are bringing real value and define the impact of those use cases. Would that work for you as well?" Most prospects love you for the guidance And accept the suggestion (actually more than 85%) The workshop is structured in the following way: 1️⃣ Introduction participants 2️⃣ Why, How, and What of the solution you discussed 3️⃣ Participants write down all use cases that come to mind 4️⃣ Participants prioritize the use cases and select the top 3 5️⃣ Define the impact of solving the top 3 6️⃣ Feedback session & next steps For online meetings, you can either use Figma or Miro The result? ✅ Defined ROI ✅ Fans for the rollout ✅ Enough information to make an offer And all this in 3-4 hours Usually, that takes months Prospects love it Salespeople love it Customer Success loves it

In 27 months, we grew Retention.com from $1M-$13M ARR with only 1 salesperson (me) doing 1,000's of sales calls. Here are my 10 biggest pieces of advice for any startup who wants to book and close more sales calls: 1. Ask for 15 mins, but book 30 When booking a meeting outbound, you have a better shot at getting a meeting by asking for 15 mins than 30. You may have piqued their interest but with a busy schedule, they are going to weigh learning about your business vs their time. Ask for 15 but send a meeting invite for 30.  If they can’t do the full 30, they will let you know, but from my experience, this rarely happens. 2. Tell your story People remember a story more than a product  Figure out your short story that you can tell prior to getting into the product pitch. How does your story connect to your business / product? 3. 5X5 Pitch Keep your product deck for your initial call to 5 slides / 5 minutes and make sure you answer any of the common questions you get from prospects. You can always book a follow up call to share more detail once you hook their interest. 4. Always Be Pitching Take control of the call and the sales cycle. You will only learn what does and doesn’t work by actually pitching.  5. Tell a customer story Again, people remember stories more than they do stats. Tell a story of a customer before implementing your product and the business outcome after implementing it. Don’t just talk numbers. Talk about how people felt, what they said, etc. 6. Create Urgency Attach an incentive if the deal is done by the end of the week or month.  (Example: 20% more credits or a 15% discount)  This also sets you up well for follow up as it now makes them feel like you are on their team to try and help them get the deal in for their benefit. 7. Land and expand We all want to close the big ACV deals, but the truth is most buyers don’t want to make a big commitment without seeing how your product works. Find a way to get them on for a small $ amount, with the plan to expand if the product meets their expectations. 8. Opt-Out Period Reduce buyer friction by offering a 90 day opt out period if you are trying to close 12 month agreements. It shows confidence that your product will drive the results you say it will. 9. Deck Recap Create a 1-2 pager highlighting the most important parts of your sales deck that you can send via email after every call (even if they don’t ask for it). The prospect won’t remember all details from the call, so this gives them something to look back on and will help sell internally if other stakeholders are involved. 10. Video for FAQs Create short form talking head video answering all FAQs. This will add value in your follow up, show you listened to the questions they had and that you care about making sure they understand the answers. It also helps internally as others will likely have the same questions as the person on the phone. Have questions about how to book/close more calls? AMA anything 👇

Why Being Weird in Sales Works (and How I Learned to Love It) Let me share a story that taught me the power of being unapologetically weird in sales. A few years ago, I was trying to land a meeting with a VP who had gone completely silent after an initial call. I’d sent polite follow-ups, clever subject lines, and even a LinkedIn message—but nothing. It was radio silence. Finally, I thought, What do I have to lose? So, I sent this email: Subject: “Are you ghosting me? 👻” Body: “Hi [Name], I’ve got to ask—did I say something wrong? Or are you secretly testing my persistence skills? Either way, I’m not giving up that easily. If this email feels like a bad first date, let’s change the narrative and schedule a quick call instead. No candles or awkward small talk required. Just good conversation. 😉 Let me know! Best, [Your Name]” Within an hour, I had a reply: “This is hilarious. Let’s talk tomorrow.” Why Being Weird Works in Sales Here’s the thing: prospects are bombarded with sales pitches daily. Most emails, voicemails, and LinkedIn messages look like they were written by the same person. If you want to break through the noise, you have to stand out—and being a little weird is often the fastest way to do that. Weird isn’t about being random. It’s about being memorable, authentic, and a little unexpected. The Science Behind Weirdness 1. It’s Disruptive. People skim emails. A quirky subject line or offbeat opener can stop someone mid-scroll. 2. It’s Relatable. Humor or creativity shows you’re human. Prospects buy from people, not pitches. 3. It Builds Connection. Being different sparks curiosity and makes prospects more likely to respond. Weird only works when it’s intentional :) What’s the weirdest thing you ever did to get unghosted 👻 Giulio Segantini

Most AEs fail on the phone for one simple reason: They’re cold calling people who’ve never heard of them. In 2025, that’s just lazy. Here’s how I would book executive meetings without sounding like a desperate sales rep: I used to teach cold calling techniques. Tonality. Pacing. Objection handling. And while that still matters... It’s not the reason I consistently get meetings with C-level buyers. The secret? I never cold call anymore. I warm call. Here’s how I do it: Step 1: Start with a personalized, relevant email. Do some quick research. Make it about them. For example, if I’m reaching out to a CRO, I’ll highlight a drop in quota attainment from RepVue and explain how I can help upskill their team in tough times. Step 2: That same day—a few hours later—I call their cell phone. (ZoomInfo or LinkedIn can get you that. No excuses.) DO NOT call the office. DO NOT waste time dialing assistants. If you can’t get a cell, send a LinkedIn connection request with a DM or video message. Step 3: When I call, I say: “Hi, this is Ian Koniak—did you happen to see the email I sent this morning?” If they say no: “No problem. I sent it because I saw your team’s quota attainment is down since 2022. I think I can help based on what I’ve done with other clients. Do you have a couple minutes now, or should we find time to connect on Zoom?” It’s not a pitch. It’s a reference to something you already sent that’s about them. That’s what makes it warm. Step 4: If they don’t respond, wait 2–3 days. Then reply to the original thread with more context: – Mention the training or workshops you offer – Share real results (e.g., 20% increase in quota attainment) – Ask: “Is this something you’d be open to learning more about?” Always lead with interest, not a hard ask for time. Step 5+: Stack 6–8 touchpoints total. Each one builds on the last—adding more insight, examples, testimonials. Mix in: – LinkedIn videos – Client stories – Relevant frameworks Each message = more value. That’s how you break through. It can take 8-12 touchpoints to get a meeting. Most reps quit after 1-3 touchpoints. Or worse—just send the same “following up” message. No value. No relevance. No shot. This process works. It’s not magic. It’s just real sales effort with a real strategy.

Most AEs get the first 5 min of a discovery call wrong. They either don't set the stage at all... Or they overcomplicate it (and sound weird). Here's five steps to setup your sales calls to win. And avoid friction with your buyer: STEP 1: Transition from small talk. After spending a few min on rapport, you need a smooth way to transition to business. Best phrase I know to do it? "Mind if we talk through the agenda?" STEP 2: Set the objective This NOT the agenda. The agenda is the LINE ITEMS of things you'll discuss. The objective is the outcome of the meeting. Complete this sentence: "Here's what I have in mind for the objective of this meeting. Let me know if you have anything else in mind? This meeting will be successful if _____________________________." Notice the 'softening language.' You're making a firm suggestion wrapped in soft language. That gives your buyer a sense of control and autonomy. Plus, eases any initial 'sales resistance' they have. STEP 3: Set the agenda. With the outcome of the meeting defined, NOW you can set the agenda. Here's the key: Propose 2-3 topics that SERVE the outcome you just established. "The way we can accomplish the objective is by talking through a couple things. First, ______________________. And then, ___________________. Does that feel right?" STEP 4: Set the DECISION to be made at the END of the call. Let your buyer know you'll want both of you to be in a position to make some sort of decision at the END of the call. That makes it FAR easier to secure next steps (or disqualify if it makes sense). "By the end of the meeting, it would be a win if we're both in a position to decide either it makes sense to schedule a next logical step based on what we learned, or that it doesn't, and we can revisit another time." STEP 5: Gain alignment with the 'F-Word' End your talk track with: "Does that feel like a fair way to approach the call?" This accomplishes two things: 1. They're aligned and feel ownership 2. They are likely to agree (hard to disagree with 'fair') Put all those together in a concise, 30 second sound bite. You've got a formula for better sales calls. P.S. More income- and career-boosting tips for AEs here: https://lnkd.in/egVNiFce

How I run sales meetings that lead to next steps 90% of the time. Running a successful sales meeting involves clear communication before, during, and after. Often, attendees aren't sure what to expect, so we have to make sure to set the tone before the call even happens. So I send an agenda 24 hours prior to the call and include the following. • What topics will be discussed • Questions to answer beforehand • Use cases if applicable Also, make sure to do some research about the company so you have context. No one likes an unprepared sales rep. During the call immediately set expectations. • Ask if they have a hard-stop • Refer back to the email to set the agenda for the call • Mention that you did some research and tell them what you found Be an active listener and ask deep discovery questions to uncover pain. As the call wraps up, make sure to leave 7-9 minutes to guide them through the next steps. Here is an example: "Typically, when we see a problem like this, we would most likely include (x person) and (y person) on the next call to discuss how we help in that area. Would Thursday at 10am EST work for you?" I book these meetings directly from Calendly's browser extension while still on the call because it's quick, smooth, and instant. Calendar invites are sent before we end the call so you remove the possibility of being ghosted after. We still have work to do after you nail down the next steps. We ain't done yet. Send a summary email, not to do more selling but to recap for accountability. • What their main goals/priorities are • Timeline • Next steps When you have a system to run better meetings, it leads to great results. P.S. Do you agree with this framework? #BetterMeetings

"I don't play politics." A Managing Director said this before walking into a $50M 'major expenditure' review meeting. He walked out empty-handed. After 25+ years watching high potential executives crash and burn in "the room where it happens," I've learned something most people miss: The real work happens before you walk in that room. Influence isn't about charm. It's about preparation. And in today's environment, where budgets are tighter than ever, the stakes have never been higher. So, what does work? The Advance Work Framework: 1. Map the Power (Not Just the Org Chart) Who really makes the decision? (Hint: Not always who you think) What keeps them up at night? Who do they trust for input? One client discovered the "junior" person in the room was the CEO's former chief of staff. Guess whose opinion mattered most? 2. Build Your Coalition Before You Need It The worst time to make allies? When you need them. Smart executives plant seeds months before the harvest: Coffee with the skeptics Informal temperature checks Strategic information sharing By the time you're pitching, you already know who's with you. 3. Know Their Language, Not Just Your Message Match your message to their metrics: Revenue-focused? Show growth Cost-conscious? Show savings Risk-averse? Show mitigation Same idea. Different frame. Completely different outcome. 4. Pre-Sell Everything That Matters The meeting isn't where you sell. It's where you confirm. If you're introducing new information in the room, you've already lost. Follow this rule: No surprises in big meetings. Ever. That person who always seems to "get lucky" with approvals? They're not lucky. They're doing 10x the advance work you are. While you're perfecting your slides, they're having strategic hallway conversations. The Bottom Line: Your ability to influence has very little to do with your charisma in the moment. It has everything to do with the relationships you've built, the intelligence you've gathered, and the groundwork you've laid. Stop counting on spontaneous charm. Start investing in strategic preparation. Since I first shared this framework, dozens of executives have messaged me about deals they closed using it. The advance work works. 🎯 When was the last time you walked into a crucial conversation truly prepared—not just with data, but with deep insight into every person in that room? Be honest. Your next promotion might depend on it. ------------ ♻️ Share with someone heading into year-end budget battles ➕ Follow Courtney Intersimone for more truth about what really drives executive success

A lead positively replies or inbounds (😍), you send times back to meet (🥹) with no reply (🥺) which leaves you “just following up…”ing endlessly (😩). Want to get out of this cycle after a few attempts to schedule? Rock the #samsales Polite Proactive Booking. “Shane, thanks for your interest in meeting with us! I know scheduling is often half the battle so will send an invite in just a second for two weeks from today. If that time doesn’t work, just let me know what would work best otherwise and I will find us a time accordingly!” Proactive: you are simply leading the charge after receiving a positive indication that they want to meet. Polite: you’re waiting two weeks - rather than greedily booking a few days from now, you’re putting yourself in their shoes and realizing that if they are too busy to even reply to schedule, they are likely too busy to meet as well. Hoping this helps a few of you hit your quarter-end meetings goals 🔥. #samsales

I’ve done 350+ discovery calls in the past 3 years and closed 7+ figures in contract value. I always structure my 1st call in the same 5-step format: Great sales is nothing more than a structured approach to help prospects make a decision. It shows them that I’m understanding and have their best interest at heart. I consider sales to be part of the service. It’s consulting. Here's how my discovery calls look: 𝟭. 𝗚𝗲𝘁 𝗧𝗵𝗲𝗶𝗿 𝗦𝘁𝗼𝗿𝘆 I want to find out as much as possible about them. My goal is to understand their journey & personality, and also make them feel heard & understood off the bat. They talk, I shut up. If they jump straight into business, I gently steer them back. ___ 𝟮. 𝗔𝗻𝗮𝗹𝘆𝘇𝗲 𝗙𝗶𝘁 Next, I dive into their business model, bottlenecks, and top goals: • Who’s your ICP? • What do you offer? • What’s your marketing status quo? • etc. I figure out if a collaboration makes sense and whether they need our help or something else entirely—like coaching, a new tool, a different vendor, or just advice on improving their current setup. ___ 𝟯. 𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗲 𝗠𝘆𝘀𝗲𝗹𝗳 I recap what they’ve shared and then introduce myself. Here, I try to mirror how they shared their story: • what topics did they focus on? • how far back did they go? • what did they highlight? At the same time, I look for similarities between us to create relatability. Then at the end, I explain what I do on a high level. ___ 𝟰. 𝗞𝗲𝘆 𝗧𝗵𝗲𝘀𝗲𝘀 & 𝗥𝗼𝘂𝗴𝗵 𝗕𝘂𝗱𝗴𝗲𝘁 𝗥𝗮𝗻𝗴𝗲 From there, I introduce the 3 key theses they need to believe for us to work together. • Thesis 1: The decisions we make are influenced by the people we trust and the content we consume. • Thesis 2: Content helps build relationships & trust at scale. • Thesis 3: Content is an infinite game If they're not aligned with this thesis, it usually indicates we're not a fit. At the same time, I also discuss the rough budget range to make sure we're on the same page about expectations early on. ___ 5. 𝗕𝗼𝗼𝗸 𝘁𝗵𝗲 𝗡𝗲𝘅𝘁 𝗦𝘁𝗲𝗽 If it feels like a fit, I lock in a follow-up call right then. I never leave this for later—it just adds uncertainty and hassle. If it’s not a fit, I still try to offer value—maybe I send some free resources or give advice. ___ 𝗕𝗲𝘀𝘁 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲𝘀 𝗜 𝗙𝗼𝗹𝗹𝗼𝘄: • I call out any elephants in the room. • I recap what they say to confirm my understanding and give them a chance to add details. • This also helps me process what they’ve shared. • I always leave room for their questions. • Their needs are #1 priority. #b2bsales #founderledsales #consultativesales

It takes 7 seconds to lose a client's trust. (Sometimes with words that seemed perfectly reasonable.) I've watched smart professionals lose deals they deserved to win. Strong relationships. Perfect fit solutions. Gone in seconds. Because here's what nobody tells you about client conversations: Your words can either open doors or close them. After training 50,000+ client-facing professionals… I've heard every phrase that makes clients pull back. The pushy questions. The tone-deaf assumptions. The pressure that breaks trust instantly. 10 phrases that push clients away: ❌ "Do you have a price range in mind?" ❌ "When can we close this deal?" ❌ "Let me tell you why we're the best." ❌ "Are you ready to buy today?" ❌ "Who else are you talking to?" ❌ "I just wanted to check in.” ❌ "You really need what we offer." ❌ "Let me know if you have any questions." ❌ "This is a limited-time offer." ❌ "Can you introduce me to your boss?" Each one risks sounding like: "I care more about my quota than your success." Now 10 that build partnerships instead: ✅ "What outcomes are most important to you?" ✅ "What would success look like for you?" ✅ "Would it help if I shared how we've helped others?" ✅ "What's your timeline for making progress?" ✅ "What's most important when choosing a partner?" ✅ "I had an idea about your goals. Want to hear it?" ✅ "What challenges are you facing that we might help with?" ✅ "Would it help if we scheduled time to dive deeper?" ✅ "What priorities are driving your timeline?" ✅ "Who else should be part of this conversation?" Notice the pattern? Every better phrase puts the client's agenda first. Not yours. Because when you stop selling and start solving, everything shifts. Clients lean in instead of pulling back. Conversations flow instead of stalling. Trust builds instead of breaking. You don't need a personality transplant. You don't need to become "salesy." You just need to change your questions. Because the truth is: Your next client conversation is either strengthening a partnership or weakening one. Your words decide which. ♻️ Valuable? Repost to help someone in your network. 📌 Follow Mo Bunnell for client-growth strategies that don’t feel like selling. Want the full cheat sheet? Sign up here: https://lnkd.in/e3qRVJRf