The Most Important Moment in Sales

Preparing for a face-to-face meeting with a new prospective client

questions-cloudsHow much research is enough to go into a meeting with a prospective client in order to lead a meaningful dialog?

It’s self evident that as a salesperson you should know the obvious things about the company with whom you are meeting. Is their market cap, their supply chain, or current industry news, information you should know based on the industry you work in? A grasp of the information that is relevant and easily available is a hygiene factor. Knowing this background data is necessary, but it won’t get you very far in terms of a successful meeting.

When you walk into a meeting with a new client, a useful metric for sustaining a meaningful dialog is five questions: five questions that occurred to you as you were researching your client; five questions that are conversation starters; five questions that can’t be answered with a yes or a no.

Why five? Five satisfies the Goldilocks principle. It’s not too many. It’s not too few. Despite your research some of your questions will be dead ends, either because your client doesn’t know the answer, the answer doesn’t lend itself to any further exploration, or you learn the answer in the meeting before you get the chance to ask it. A couple will generate traction. Five is usually enough to get and keep a conversation rolling. The goal of your five questions is to find new and better questions, questions that your client has not yet solved, questions that your client has not yet even articulated, but if solved would help them move forward. (We call these catalytic questions.)

As you do your research, look for what you are naturally curious about, and then construct open questions that require your client to think and work to answer. Questions that require a detailed answer start with stems like…

Can you tell me about…?
What was/is the motivation for…?
How did you accomplish…?
Can you explain the reasons for…?
What’s the impact of…?

It’s natural that some of the things you’ll be curious about are areas that relate to your product or service. If you’re selling a recycling service, you might say “I saw in your annual report a commitment to environmental sustainability. How is that impacting your division this year?”

Remember, to prepare for a meeting with a client, generate five questions that meet these three criteria..


  1. You are genuinely curious about.
  2. May link to your product or service.
  3. Start with an open stem like the ones listed.

Now, you’re ready to have a productive first face-to-face with a new client. Good luck!