Clients will tell you how to sell.........you just have to listen to them.

As salespeople, we have an agenda too often.  An agenda of what we want to say in our sales meeting.  An agenda of what we want the client to hear.  An agenda of what we want to accomplish.  Good luck accomplishing YOUR agenda.

The reason we are even having the meeting is because THE CLIENT has an agenda, and that's the agenda that matters.  But yet, sometimes we sit down and begin spewing out the things we want to make sure we have a chance to say.  And then we're left with trying to figure out what we need to do next to put ourselves in a position to sell.

Your position will be drastically improved if you can simply ask the appropriate questions, sit back, and listen to what the client has to say.  It won't be long before they make their agenda very clear, and state to you what needs to be done to win the business.  Now that you know what the client is needing, forget all of the other items on your list to discuss, and focus on what's been asked.

Take the guesswork out of the equation.  Do not gamble and try to guess what the client wants to hear, only to backtrack when you realize your off track.  Don't confuse the objectives with your goals.  Let your clients tell you the needs and the rules, and prove to them that you can fulfill those needs.