Stop Selling the Meeting!

Recently I've seen a few posts aimed at SDR's with this recommendation:

"Don't sell the product - sell the meeting."

This is far too outcome focused.

The objective becomes another meaningless KPI.

Anyone can set-up a meeting.

The challenge is in setting up quality appointments.

If not, it means a lot of mediocre meetings will come through, just because the prospect agreed they had a pre-deterimed problem.

Of course they did - most scripts given to SDRs are well written in relation to their ICP.

And so there's a high chance theyll agree to at least one of the problems identified.

- But are they motivated to fix it?

- Is there enough urgent pain?

- What's the cost of inaction, over 6 or 12 months?

- On a scale of 1-10 how big an issue is it in their business?

- Have they given up trying to fix it?

These are some of the key questions to ask.

I think it's assumed that as soon as the AE jumps on the call and runs the meeting, they'll be able to work their magic.

But this is the wrong dynamic - it's a 'push' approach as opposed to a 'pull'.

It's self-serving and not in the best interest of the prospect.

So lots of under-qualified meetings are booked.

The SDR's & AE's feel busy.

They meet quota for number of meetings booked.

But this is often a false economy.

- What are the conversion rates?

- How many no-shows?

- How many prospects are simply fact-finding tyre kickers?

Lots of people in sales busy doing the wrong things.

Speaking to the wrong people with non-urgent problems.

SDR's need to disqualify harder.

And keep on disqualifying till they can disqualify no more.

Then you have a proper meeting.

Not a hope and a prayer.

So my message to SDR's is this: -

*Don't sell your solution

*Don't sell the meeting

*Sell the depth of their problem by establishing the truth of their situation