Podcast episode
Leading better meetings by becoming a student of your prospects (Anthony Cessario, VP of Industries & GTM Solutions @ Clari)
30 Minutes to President's Club28 Apr 202132 min
Description
Join the most tactical sales newsletter in the world: https://hubs.ly/Q01-R33G0 Four Actionable Takeaways: * Send a pre-meeting agenda to set expectations and get feedback. * Start meetings with three big-picture takeaways you want them to walk away with. * Ask questions one level up on the value pyramid to drive your convo and next steps. * Validate your value by speaking to the specific pain point of each person. ====================== Anthony’s Path to President’s Club: * VP of Industries & GTM Solutions // Former VP of Enterprise Sales - West @ Clari * RVP of Enterprise Sales @ Oracle RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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You'll probably see who they report to and that's going to help you establish a really good point of view on their business and what they're trying to solve for. Love it. What's number two, Anthony? Yeah, number two, when you get that meeting, right? You had a great point of view and you're getting ready to have that meeting. Always send the pre-meeting email to all attendees. Don't do it before the meeting. Do it the day before the meeting. “So they have time to digest it.” And the kind of things that go into that email, right? It's going to be stuff like setting expectations on timing. How many times have you showed up to a meeting with an executive when you thought it was 60 minutes, they gave you 20. And it's things like showing them that you have structure and that you're coming with
Love it. What's number two, Anthony? Yeah, number two, when you get that meeting, right? You had a great point of view and you're getting ready to have that meeting. Always send the pre-meeting email to all attendees. Don't do it before the meeting. Do it the day before the meeting. So they have time to digest it. And the kind of things that go into that email, right? “It's going to be stuff like setting expectations on timing.” How many times have you showed up to a meeting with an executive when you thought it was 60 minutes, they gave you 20. And it's things like showing them that you have structure and that you're coming with a plan and what you're going to present and asking them for feedback on the agenda because that's important as well. Nice. What's number three? Yeah, three.
someone who requested a demo, for example, versus when you're going into that meeting with an exec and seven other people on their team? What do you want the outcome to be, right? So the outcome might just be on a first meeting. Wow, this guy Armand is really smart. I should spend more time with him. The outcome might be, holy smokes. This company is doing innovative things, right? “influence the tone and the content” email, right? So if it's a discovery meeting, that might look something like, hey, really appreciate you all. to share some time. We have 30 minutes together. Typically in 30 minutes, we can cover X, Y, and Z. And if you had other thoughts in mind, let me know. And they might come back and say,
This company is doing innovative things, right? So whatever that is, that's going to influence the tone and the content, even of that pre-meeting email, right? So if it's a discovery meeting, that might look something like, hey, really appreciate you all. to share some time. We have 30 minutes together. Typically in 30 minutes, we can cover X, Y, and Z. “And if you had other thoughts in mind, let me know.” Hey, no, I want to see a demo. And then you can, you have the opportunity to now set expectations and not miss the mark, right? And say, well, cool. If we were going to do a demo, we actually need 50 minutes. Do you have 50 minutes? And so it gives you that opportunity to set both of you up for success and not miss expectations. Whereas if there's several stakeholders involved, and maybe
for success and not miss expectations. Whereas if there's several stakeholders involved, and maybe it's your first meeting, like with the executive team, right? You might be tailoring that a little bit more to the executives. Hey, this is CFO. I know you're signed up for 60 minutes. Can you make “these are the things that we thought were going to be relevant.” to make sure we're focusing on time on topics that are important to you as well. And so again, depending on what you're trying to accomplish with that meeting, that might dictate the contact and that email. One of the things that I do is anytime I've got multiple stakeholders on an email
little bit, right? So like, I might say, okay, I'm going to go up a level in my discovery question. So like, hey, when you sit down with the CRO, what are the types of things that, you know, that she's asking you or holding you accountable for over the next like six to 12 months? “And what I hear from their response will drive where I go next.” scaling into new markets and we want to go into the enterprise space. So we're trying to figure out how do we look at the business differently to go into enterprise? I'm like, okay, cool. They're strategic. And I'm going to, I'm going to up-level them a little bit. I'm going to put them on the same playing field as maybe even I would on the CRO and make them feel like I'm, you know, I'm up-leveling them.
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