The First Meeting Matters More Than You Think (Here’s How to Get It Right)
Most sales meetings go nowhere. Not because the prospect isn’t interested, not because the product isn’t valuable—but because the meeting itself falls flat.
Too often, salespeople spend the first meeting talking too much, failing to create engagement, or rushing to a pitch before the prospect even cares.
If you don’t establish the right things in the first 10 minutes, you’re already fighting an uphill battle. Let’s talk about how to get it right.
Why Most Sales Meetings Are Forgettable
Buyers sit through countless sales meetings. And let’s be honest—most of them sound the same.
Here’s what typically happens:
The salesperson gives a long-winded intro about their company.
The meeting feels one-sided, with the rep doing all the talking.
The presentation is generic, rather than tailored to the prospect’s world.
The call ends with no real next steps—just a vague, “Let’s touch base soon.”
The result? The deal never moves forward.
The Critical Things You Must Establish in the First 10 Minutes
If you want prospects to stay engaged (and actually move forward), the first 10 minutes must accomplish three things:
✅ Set the tone – Establish that this isn’t just another sales pitch. It’s a real conversation.
✅ Make it about them – Prospects don’t care about your company history. They care about their problems.
✅ Create curiosity – Give them a reason to stay engaged beyond just “hearing you out.”
This means less talking, more listening.
Instead of launching into a scripted intro, try starting with a question that sparks a meaningful discussion.
How to Structure a First Meeting That Leads to Next Steps
🔹 Open Strong – Keep introductions short and shift quickly into why the meeting matters to them.
🔹 Ask the Right Questions – Focus on uncovering their priorities, challenges, and decision-making process.
🔹 Tailor Your Message – Don’t do a one-size-fits-all pitch. Adapt your value based on what they say.
🔹 Clarify Next Steps – A great meeting doesn’t end with, “I’ll follow up soon.” It ends with a clear commitment:
Another meeting with a decision-maker.
A product trial or demo.
A timeline for moving forward.
The goal? Make the next step feel obvious and easy.
The Bottom Line
The first meeting isn’t just a presentation—it’s the foundation for the entire sales process.
If you lose them in the first 10 minutes, you’ll be fighting to recover for the rest of the deal. But if you hook them early, drive engagement, and make next steps clear, you’ll move more deals forward—without chasing.
About Brian Sullivan
Brian Sullivan, CSP, is the author of 20 Days to the Top and a leading voice in sales training and development. He helps sales teams perfect their prospecting and performance with PRECISE Selling.
