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In our post On the Road Again: The Power of Face-to-Face Meetings in Industrial Sales, we shared some intriguing stats on the value of in-person meetings for industrial salespeople, finding that even as the business world continues to embrace digital tools, in-person meetings are experiencing a resurgence in the post-pandemic world.
Emails, video conferences, and virtual demos certainly have their place, but for high-stakes industrial sales, nothing quite matches the impact of a face-to-face meeting. With the ability to build stronger relationships, showcase complex products, and foster confidence in both your offering and your expertise, in-person meetings are critical for success in the industrial sector.
But maximizing the value of these meetings—that’s where the real expertise comes in. It all comes down to preparation. Showing up without doing your homework is a missed opportunity, especially when powerful tools like IndustrySelect can arm you with detailed insights that go beyond the surface.
So before you pack your bags and get the car gassed up, check out today’s in-depth, step-by-step guide for preparing for in-person meetings in industrial sales to ensure you can walk into the room confident, knowledgeable, and ready to close deals.
Preparation starts with research. Going into a meeting without fully understanding the company, its challenges, and the broader industry landscape puts you at a significant disadvantage. Thorough research allows you to speak confidently about how your product or service can meet their specific needs.
“In today’s sales environment, it’s no longer enough to just be good at diagnosing the client’s problem and coming up with a solution,” said John Barrows, CEO of JB Sales, a sales training firm. “If you’re not doing your research and bringing insights to the table that get the client to think differently, then you’re not getting asked to the table anymore.”
Sage advice! So when it comes to industrial sales, what should you research and where should you start? Let’s take a look.
• Business Overview: What does the company do? What are its core products and services—and challenges? Understanding this helps tailor your pitch to focus on how your solution integrates into their existing operations.
• Industry Trends: Is the industry experiencing growth or facing challenges? Are there new regulations or technological changes that might affect their business? IndustrySelect provides access to industry-specific trends and data, helping you position your product as a timely solution to current challenges.
• Competitors: Knowing your prospect's key competitors enables you to position your product more strategically. By demonstrating how you can help them stay competitive, you show a clear understanding of their marketplace.
• Recent News: Has the company recently expanded, acquired new technology, or faced any challenges? Being aware of these developments shows that you're up to speed and ready to offer relevant solutions.
IndustrySelect Tip: Use IndustrySelect to access in-depth company profiles, including executive contact details, company size, revenue, and more. These insights will help tailor your pitch and make the meeting more relevant.
With research in hand, the next step is to develop a tailored approach for the meeting. A generic sales pitch won’t resonate in the industrial sector, where every client has unique needs and challenges. Your preparation should focus on addressing the specific pain points of the company.
• Pain Points: Identify common challenges in their industry or business model. For example, are they dealing with production inefficiencies? Do they need to reduce downtime? Once you know their pain points, you can show how your product directly addresses these concerns. Check IndustrySelect’s blog resources on Executive Pain Points, including core challenges faced by specific roles across manufacturing, including those in HR, finance, purchasing, and more.
• Product Alignment: Demonstrate how your product or service integrates with their existing operations. Be prepared to discuss specific features and technical details that align with their needs.
• Value Proposition: What is the tangible value your solution brings? Will it save them money? Improve efficiency? Increase safety? The more you can tie your offering to measurable outcomes, the stronger your pitch will be.
IndustrySelect Tip: Gain insight into the prospect’s business challenges by reviewing product details, company size, and competitive landscape. By positioning your solution as a way to solve their specific problems, you can demonstrate a deeper understanding of their business.
The power of in-person meetings lies in the ability to build trust and establish rapport. Industrial decision-makers often deal with large investments and complex solutions, which require confidence in both the product and the people behind it. An in-person meeting gives you the chance to showcase not just your solution, but also your expertise and reliability.
Amir Emam, of Aviation Solutions says it best in this LinkedIn post: "[Building trust] is not just a sales tactic; it's an art form that requires authenticity, empathy, and patience.”
We couldn’t agree more! Let’s take a closer look:
Face-to-Face Connection: Building trust starts with personal interaction. Focus on listening to their concerns, asking thoughtful questions, and showcasing your expertise.
Live Demonstrations: Whenever possible, use the in-person meeting to showcase your product’s capabilities firsthand. Demonstrating prototypes or explaining technical features in real-time is far more compelling than a virtual explanation.
On-Site Assessments: In-person meetings allow you to assess the prospect’s facilities or operational challenges in a way that virtual interactions cannot. By seeing their production setup firsthand, you can offer more targeted solutions.
IndustrySelect Tip: Use IndustrySelect to gather insights on the prospect’s executive team. Knowing who the key decision-makers are before the meeting can help you prepare to address their specific roles and responsibilities.
One of the most exciting opportunities for sales professionals on the road is the potential for serendipity. When you’re traveling to an in-person meeting, the geographic area around your prospect is full of potential leads – if you know where to look.
With IndustrySelect’s geolocation feature, you can discover nearby manufacturing plants, warehouses, or offices that fit within your target market. Rather than just attending a single meeting, you could make additional stops, introduce yourself to nearby businesses, and expand your pipeline of leads.
• Plan Ahead: Before you travel, use IndustrySelect’s mapping features to visualize other potential clients in the area. Export a list of companies near your destination to Google My Maps to make the most of your trip.
• Drop-In Visits: If you pass an industrial site that wasn’t on your original schedule, use IndustrySelect to quickly assess whether it’s a good fit. A spontaneous visit could turn into your next big client.
• Follow Up: Even if a drop-in visit doesn’t result in an immediate sale, leaving your business card or scheduling a follow-up call could lay the foundation for future opportunities.
IndustrySelect Tip: Export companies from IndustrySelect’s database and integrate them into Google Maps for easy visualization during your travels. This feature helps you make the most out of every business trip.
Finally, before stepping into your meeting, run through this checklist to ensure you’re fully prepared:
• Research Completed: Have you reviewed the company’s industry, products, competitors, and any recent news?
• Pitch Tailored: Is your pitch customized to address their specific pain points and challenges?
• Supporting Materials Ready: Do you have all necessary documents, presentations, or product samples prepared?
• Know the Key Players: Have you reviewed the executive contacts and their LinkedIn profiles?
• Nearby Opportunities Identified: Have you identified nearby potential leads to maximize your trip?
By following these steps, you’ll walk into your meeting fully prepared and confident in your ability to drive a successful outcome.
In-person meetings in industrial sales are a powerful tool for building relationships and closing deals – but only if you’re properly prepared. By leveraging research tools like IndustrySelect, tailoring your approach, and making the most of serendipitous opportunities, you can transform every in-person meeting into a meaningful connection that drives your sales success.
Need more meetings?
Identifying the right prospects in the manufacturing sector has never been easier. With IndustrySelect, you gain access to an industrial database featuring over 360,000+ U.S. manufacturers, suppliers, and service providers, all verified for accuracy. Whether you’re looking to expand your territory, target key industries, or secure more in-person meetings, IndustrySelect delivers the data and tools to make it happen. From executive contacts to complete company profiles, our platform is trusted by over 50,000 professionals.
Ready to find more prospects and set up meetings? Set up your FREE demo account today, loaded with 500 real company profiles, and discover how IndustrySelect can help you close more deals and grow your business!
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