Every Monday morning, as your sales team gathers for the weekly group sales meeting, think of the investment sitting in that room. Each person represents not only their payroll but also an opportunity cost—the time they could be spending connecting with prospects or clients.
The question every self-aware sales leader must ask is: Does our group sales meeting provide enough ROI to justify this investment? If not, it’s time to rethink your approach.
Too many sales meetings fall short, leading to frustration instead of inspiration.
Why Are So Many Sales Meetings Unproductive?
- Lack of a Clear Agenda. Without a written agenda, meetings drift into unproductive rabbit holes—disjointed conversations that feel like a game of whack-a-mole. Aimless topics pop up unexpectedly: “Let’s talk about this… or maybe that?” Avoid this by creating an agenda with prioritized topics that align with current sales goals.
- Undefined Purpose and Objectives. Every sales meeting should have a specific purpose, whether that’s improving close ratios, reviewing recent wins and losses, or practicing a new technique. Rather than endless CRM reviews, focus on actionable insights that keep your team engaged.
- No Tailored Skill Development. A generic agenda doesn’t meet the unique needs of your team. Evaluate what they need most right now. Is it consultative selling skills? Role-plays that help overcome common objections? Mindset and attitude coaching? Identify skill gaps that, when addressed, will move the needle on your team’s performance.
What Your Sales Team Truly Needs
Salespeople crave actionable insights that prevent deals from stalling. They want to refine skills that keep them out of “chase mode” and help them overcome challenges like unanswered voicemails and ghosted emails.
As a sales leader, it’s your responsibility to bring the right content to the table:
- Practice Proven Selling Techniques. Incorporate role-plays that allow your team to work on voicemail scripts, email strategies, or common objections.
- Focus on Emotional Intelligence (EQ). Today’s sales environment demands EQ skills like resilience, empathy, and adaptability. Equip your team with tools to handle risk-averse clients and extended sales cycles. When your team can read a client’s “emotional temperature,” they’re better positioned to close deals.
Effective Sales Meetings Require Planning and Precision
It takes discipline and foresight to run an inspiring, result-driven sales meeting. Start by defining the purpose and objectives. If your goal is to boost prospecting skills, plan activities that develop exactly that. If your team needs a mental reset, consider mindset or resilience training.
Each meeting should leave your team better equipped, inspired, and focused. My latest book, Emotional Intelligence For Sales Leadership, explores skills and techniques that you can incorporate into your meetings to drive engagement and improve performance.
Don’t let your sales team fall into the trap of “just another meeting.” Make each session a time for skill-building, mindset development, and shared insights. A well-planned meeting can transform a sales team’s energy and focus.
Good Selling and Leading!