Yes, a sales meeting is a performance. It’s an opportunity for the “performer” to explain his or her situation, to explore and communicate what they know.
As a salesperson, you are part director, part stagehand, even part scriptwriter, but one thing you are NOT is the star of the performance — your client is the star. It’s their show. The tension, an integral part of any performance are the challenges, itches, bugs, annoyances that your client faces. If you don’t get to those, there is no tension and no story. There is no performance.
People enjoy exploring their situation. When they get to talk about themselves and have somebody listen and ask questions, this is a gift. The craft of running a sales meeting is enabling that to happen for your client.
Like cooking, you don’t just throw a bunch of ingredients in the pot at the same time. You need to add each ingredient at the right time and the right temperature and in the right way. You need to know what to hold back; to preheat the oven. You need direction technique and backstage process so you enable your client to shine.