The power of a "Conversation" over a "Meeting": a key to building real connections
In the world of B2B sales, there’s a tendency - especially for newer or less experienced Reps - to approach customer encounters as “meetings” rather than “conversations.” And while meetings have their place - especially later on during the engagement - the power of a conversation often gets overlooked, particularly when it comes to initial engagements with prospects (the discovery phase).
The difference between a meeting and a conversation may seem subtle, but it’s significant in terms of how you connect with potential customers and uncover opportunities.
Meetings: the structured approach
Meetings typically follow an agenda, often driven by a preset objective. You prepare your presentation, you outline your product or solution, and you move through a sequence of talking points. Your primary goal is to present information and address any questions that arise within the context of your agenda. This makes sense when you’ve had one or several discovery phase interactions with your counterpart(s), so your meeting will be about answering some of the items discussed.
For many Reps, even in the discovery phase, this format feels comfortable. It’s structured. It’s safe. There’s no fear of not knowing what to say. But there’s a trap here: you’re more focused on sticking to your script than truly understanding the unique challenges, needs, or aspirations of your customer. You might miss the opportunity to explore deeper, uncover new perspectives, or even identify the real issue they’re struggling with. As we’ve discussed in other articles, conversation in sales should be more about listening than talking.
Conversations: the exploratory encounter
In contrast, a conversation doesn’t follow a rigid agenda. It’s a fluid, dynamic exchange that allows you to dive into what truly matters to the prospect. Rather than relying on a slide deck or a set of talking points, you focus on listening - really listening - to your counterpart. You ask questions that open doors to deeper insights. You let them talk about their organization, their challenges, and their pain points.
This is where the magic happens. When you allow the conversation to flow naturally, you're more likely to uncover the core issues that need solving. You’ll start to understand the bigger picture of your prospect's world - something a structured meeting may never allow you to do. And from there, you can introduce your solution in a way that feels less like a pitch and more like a tailored answer to their specific needs.
The real difference: flexibility vs. structure
While it’s tempting - especially for beginners or less experienced reps - to lean on meetings as a crutch, thinking that a detailed presentation will somehow make up for a lack of rapport or understanding, the reality is different. In an exploratory sales conversation, the emphasis should be on adaptability. It’s about being able to pivot, ask the right questions, and create an environment where your prospect feels comfortable enough to open up about their challenges.
Asking open-ended questions like (see more here: B2B Sales Unleashed: Rethinking Closed-Ended Questions and the Pursuit of 'Yes') can prompt a wealth of insights. These types of questions allow you to dig deeper, uncover hidden issues, and ultimately position yourself as a trusted advisor rather than just another salesperson.
When to pull out the presentation: the power of honesty
While it’s true that conversation is about listening and flexibility, there are moments when pulling out your presentation can be incredibly useful - especially when answering specific customer questions. One of the biggest fears for Reps is not being able to answer a question. It is a question of credibility, and sometime ego. As much as we strive to answer simple questions confidently, when faced with a more complex inquiry, it's crucial to acknowledge that you might not know the answer immediately.
Saying “I don’t know, but I’ll find out and get back to you” might feel uncomfortable, but it can position you in a much stronger place long-term than trying to BS your way out of an answer. This honesty not only shows that you’re genuine but also creates an opportunity for a follow-up, which is a great way to keep the conversation going.
Every Rep will have their own threshold for the technical knowledge they want to demonstrate in a conversation. However, admitting that you don’t know something - while showing a willingness to find the answer - can significantly enhance your credibility and trustworthiness. It allows you to return to the prospect with a valuable, thoughtful response, strengthening the relationship in the process.
Avoiding barriers to a free-flowing conversation
One key element in creating a space for a natural, productive conversation is minimizing distractions or barriers that might hinder that flow. For example, I personally avoid taking my laptop out during a first face-to-face encounter with a customer. Why? It’s simple: I don’t want anything between me and the prospect. Call it old fashion.
Laptops can create a barrier - both physically and psychologically. The moment I open my laptop, the dynamic changes. I’m now sitting behind a screen, which can shift the focus from our conversation to the technology. In addition, the act of taking notes on a laptop might signal that I’m recording everything they say, which could make the prospect feel uncomfortable or self-conscious.
Instead, I prefer to take notes on paper or on my phone. It’s a subtle shift, but it signals to the prospect that I’m fully engaged with them - not distracted by a device. It encourages a more open dialogue, and in the long run, it builds trust.
**Personal experience: ** A while back, I got approached by an ex-colleague who was looking for his next role. Always willing to help, I accepted to meet. During our conversation, he was taking notes on his laptop - so slowly that I had to stop my train of thought or my comments to allow him to look at me and continue talking. Not to mention, the screen of the laptop created a physical barrier on the small coffee table between him and I. If it wasn’t for our shared previous experience, I would have ended the discussion very shortly after.
The goal: a meaningful exchange, not just a transaction
The goal of these early-stage conversations is not just to close the deal - it’s to open up possibilities, uncover deeper insights, and lay the groundwork for a relationship. By focusing on a free-flowing, engaging conversation rather than a meeting, you position yourself as a partner who is there to understand their needs and provide value, not just to push a product.
In the end, the prospect should feel like they’re part of the solution-building process, not just a passive listener to a presentation. It’s about helping them reflect on their challenges and discover that, together, you can find the right answer.
Why conversations work
The truth is, sales isn’t just about selling a product - it’s about helping others solve problems. And when you treat your sales encounters as conversations rather than meetings, you build relationships that extend beyond the transaction. You become a trusted advisor, not just a vendor. And that’s a relationship that can stand the test of time, whether it’s for this sale or future ones.
So, the next time you meet with a prospect, think twice before pulling out your presentation. Ask questions, listen intently, and allow the conversation to guide the interaction. You might be surprised at the results.