Ifyou’re going to ask for the prospect’s time, everyone should knowit’s going to be well spent. (Photo: Shutterstock)

We all know how difficult it is to put a new opportunity in the pipeline. Even moredifficult is moving that prospect forward to a successfulconclusion.

You have to engage them as an active participant. Ifthey’re not willing to participate, this is a huge red flag.

Related: 4 things scarier than a prospectingcall

Here are three simple actions you can take that put a bit ofburden on the buyer without pushing them away. In fact, theseactions will pull the buyer into the conversation and get theminvested in the outcome.

Kevin Trokey is founding partnerand coach at St. Louis-based Q4intelligence.

1. Always send an agenda

If you’re going to ask for the prospect’s time, everyone shouldknow it’s going to be well spent. This doesn’t have to be complex.Simply send a concise email a day or two prior to the scheduledmeeting:

• Remind them of the purpose. • List the keyitems to be discussed. • Establish what each party needsto do in order to be prepared for the meeting. • Ask ifthey have anything to add.

It will become clear to the buyer that this is an importantmeeting, that you will be prepared, and expect the same from them,and that it will be productive.

2. Assign homework

Developing a dialogue with your prospect will be far moreeffective than the monologue your competition forces on theprospect. But, to get to a dialogue, the prospect must be engaged.The goal of the sales process should be to determine your abilityto help them address needs and achieve better results. To helpfacilitate this, give them an assignment. Ask them:

• What are some significant goals you would like toaccomplish in the next couple of years? • What are threethings you’re doing now that will make them happen? •What are three things you need to change or start doing in order tomake them happen?

Based on what you uncover, assign them an article, a video orsome other assignment to help pull them further into theprocess.

The harder you make them work to work with you, the more likelyit will happen. Seems counterintuitive, but it’s true.

3. Send a summary email

Don’t let all of your work and conversations go to waste. Neverthink they are going to remember the details of the meeting likeyou do. Not only will they not remember details, they will haveforgotten a majority of what you discussed within days.

Follow up with another concise email summarizing key points ofwhat was discussed. Highlight key moments and the needs youidentified. Remind them of the significance of addressing thoseneeds, next steps, the timing, and who is responsible for whichitems.

This will help to keep the conversation clear in their mind andprovide a framework on which to attach more of the details andretain it long term.

No, it’s not rocket science

Sadly, it doesn’t take much to stand above your competition.

By communicating consistently and professionally before, during,and after each meeting, you will help them be more engaged.Engagement brings confidence in what you can do for them. You willfind them more willing to move forward to a conclusion that ends inyour favor.

Read more: 

• For your next prospecting meeting, forget thebinder
• Sales lessons from your (much) youngerself
• Good brokers, bad conversations