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How To Run A Sales Qualified Meeting

Run a Sales Qualified Meeting by understanding customer needs, presenting tailored solutions, handling objections effectively, building relationships and efficiently advancing to closing the deal.

A Sales Qualified Meeting (SQM) is a pivotal point in the sales process where a potential customer or prospect has been thoroughly vetted by the marketing team and is deemed ready to enter into a detailed dialogue or discussion with the sales team. This meeting is primed with a contact who has demonstrated a certain level of interest and engagement in the product or service being offered, meeting certain qualifying criteria, which can include budget, authority, need, and time. The SQM is seen as a critical step in moving a prospect closer to a sales transaction because it ensures that the sales team is directing their efforts on leads that are most likely to convert into customers.

What is the purpose of a Sales Qualified Meeting?

The purpose of running a sales-qualified meeting as a leader is to identify, qualify, and convert leads into potential customers. These meetings provide an opportunity to gather information, address concerns, and present tailored solutions to prospects, ultimately helping to drive sales and meet revenue objectives. Effective sales-qualified meetings establish credibility, build relationships, and move prospects further along in the sales funnel.

How To Run A Sales Qualified Meeting: Step-By-Step


Step 1: Identification,

The first step in the process requires identifying potential clients or prospects, a crucial component for business growth. This activity can be performed meticulously through information collated from a variety of trusted sources. These sources can include digital marketing campaigns, engaging social media platforms, networking at industry events, or through referrals. Gathering this data gives a broader picture of potential prospects, which forms the foundation of establishing business relationships.

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Step 2: Qualification,

In this phase, the representative meticulously evaluates the prospective client to ascertain their suitability. This incorporates analyzing if the client aligns with the target demographic, holds a genuine necessity or interest in what is being offered, and possesses the financial means to procure the product or service.

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Step 3: Connection,

This step pertains to establishing preliminary communication with a potential client. It can be through an introductory email, phone call, or personal engagement. The primary purpose of this touchpoint is to present the company profile, its products/services, whilst simultaneously acquiring fundamental knowledge about the client’s demands, preferences, and purchasing power. This interaction serves as a foundation for building a successful, client-centered business relationship.


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Step 4: Needs Assessment,

Here, it’s crucial to thoroughly comprehend and evaluate the prospect’s specific requirements, obstacles, financial plan, and decision-making procedure. By doing so, it sets the stage for the ensuing dialogue, allowing us to adeptly modify our product/service value proposition, ensuring that it suits their unique circumstances, ultimately enhancing the probability of closing the deal.

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Step 5: Product/Service Presentation,

In your meeting with the client, present your product or service with emphasis on its distinctive features and benefits. Demonstrate how it specifically tackles their needs or problem areas. Adapt your sales pitch to suit the insights gained from the client needs assessment, making your presentation personalised and effective.

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Step 6: Objections Handling,

Prospects may voice objections or doubts concerning your product or service. Such a stage necessitates adeptly resolving their concerns. This means not only providing clarification but also emphasizing the value and benefits of your offering. Reassure them about its effectiveness and how it caters to their specific needs or resolves their unique problems.

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Step 7: Closing,

Once any uncertainties the prospect may have had are resolved, it is crucial to proceed towards the final steps. Get into the depths of the agreement, discussing aspects like pricing, terms, and delivery particulars. These concrete elements are paramount in ensuring a successful deal. Seal the meeting by receiving affirmation from the prospect regarding their choice to progress with the acquisition, confirming their enlistment and its intrinsic values while keeping the communication open for further dialogue and clarification if required.

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Step 8: Follow-Up,

Following the meeting, a significant next step is to follow up with the client through gestures such as thank you notes or recap emails. Providing additional documents or information they requested can further secure your relationship and underscores your dedication to exceptional customer service and nurturing those business connections.

Questions to ask as the leader of the meeting

1. What specific challenges or pain points are you currently facing in your business?
Explanation: Understanding the customer’s challenges helps the leader identify the potential fit of their solution to address those issues effectively.

2. How have you attempted to solve these challenges in the past?
Explanation: Knowing the customer’s previous attempts helps the leader identify what strategies have worked or failed, which can influence the solution they propose.

3. What are your desired goals or outcomes for implementing a solution?
Explanation: Understanding the desired outcomes helps the leader align their proposed solution with the customer’s objectives, ensuring a better fit and increased value.

4. Have you considered any other solutions or providers?
Explanation: Knowing the alternatives the customer has evaluated helps the leader tailor their pitch, differentiating their solution and adding unique value propositions.

5. How does your budget align with your expectations for a solution?
Explanation: Understanding the customer’s budgetary constraints allows the leader to propose solutions that are within the customer’s financial reach, avoiding unnecessary negotiations or wasted efforts.

6. Are there any other decision-makers or stakeholders involved in this purchase?
Explanation: Identifying other key decision-makers helps the leader navigate the buying process and tailor their communication approach to influence the entire decision-making team.

7. What is your timeline for implementing a solution?
Explanation: Understanding the customer’s timeline helps the leader align their resources and provide a realistic implementation plan, demonstrating their commitment to meeting the customer’s needs.

8. Can you outline your criteria for selecting a solution or provider?
Explanation: Knowing the customer’s selection criteria helps the leader position their solution more effectively, highlighting the specific features or benefits that align with the customer’s requirements.

9. How do you measure success or ROI for implementing a solution?
Explanation: Understanding how the customer measures success helps the leader align their proposal with the metrics that matter most, demonstrating value and boosting the likelihood of a positive evaluation.

10. Do you have any concerns or reservations about moving forward with a solution?
Explanation: Addressing any customer concerns or reservations helps the leader build trust, address potential obstacles, and propose solutions that alleviate those concerns.

Remember, effective questioning helps the leader gather important information, understand the customer’s needs, and tailor their proposal to increase the chances of success.

To prepare a sales-qualified-meeting agenda as a leader, start by identifying the goal and objective of the meeting. Include an icebreaker to build rapport, followed by a brief introduction of the agenda and members. Present the product or service in detail, address client pain points, and provide a solution. End with a clear call-to-action and open the floor for questions and discussion.

How To Prepare For A Sales Qualified Meeting
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During a sales-qualified meeting, it is essential to discuss the prospect’s specific pain points and challenges, as well as their desired outcomes. This allows the salesperson to present targeted solutions and demonstrate how their product or service can address those needs. Additionally, the discussion should cover budget constraints, implementation details, and any potential objections or concerns the prospect may have.

See Our Sales Qualified Meeting Template
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Software tools to facilitate a Sales Qualified Meeting

Software helps leaders run sales-qualified meetings by automating and streamlining the process. With the help of software, leaders can easily track and manage leads, schedule appointments, and communicate with prospects. This enhances productivity, reduces administrative tasks, and enables leaders to focus on building relationships and closing deals, ultimately leading to increased sales and revenue.

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Implementing effective strategies to run a Sales Qualified Meeting can dramatically improve your sales outcomes. It all starts with careful planning, focused execution, and consistent follow-ups. Remember, the goal is not just to present your products or services, but to address the needs of your clients and build a relationship based on trust and mutual benefit. Always ensure that each SQM is targeted, interactive, and provides value to your prospects. The tips discussed in this blog post are by no means exhaustive but should serve as a solid foundation for anyone looking to enhance their sales meeting strategies. Ultimately, the success of your SQM rests on your understanding of your prospect’s needs, your ability to communicate value, and your commitment to continuous improvement.

Jannik Lindner

I'm Jannik and I write on MeetingFever about the experiences from my career as a founder and team lead.

If you have any questions, please contact me via LinkedIn.

Popular Questions

What is a Sales Qualified Meeting (SQM)?

A Sales Qualified Meeting is a meeting that is set up after a lead is deemed qualified for a sale. It is usually a meeting between a potential customer and the sales team to discuss the need, budget, and fit of the potential customer for the product or service.

How is a Sales Qualified Meeting different from a Marketing Qualified Meeting?

A Marketing Qualified Meeting involves prospects who have shown enough interest in your product or services and meet a set criterion of marketing, however, may not be ready to buy yet. A Sales Qualified Meeting, on the other hand, is a meeting with a prospective customer who is ready, willing, and able to purchase the product or service.

Who usually attends a Sales Qualified Meeting?

A Sales Qualified Meeting often involves sales representatives from the selling company and decision-makers (like purchasing managers or executives) from the potential customer’s side.

How can Sales Qualified Meetings improve sales conversion rates?

Sales Qualified Meetings directly involve potential customers who are already interested and possibly ready to buy. This means the sales team can focus their efforts on a targeted group, which can lead to higher conversion rates compared to pitching to general audiences.

What is the objective of a Sales Qualified Meeting?

The goal of a Sales Qualified Meeting is to convert the potential customer into a paying customer. It serves to understand the customer’s needs and concerns better, showcase how the product or service can meet their needs, negotiate terms, and ultimately close the sale.

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