3 Tips to Dramatically Increase Your Sales Meeting Productivity
Hey guess what, you schedule a meeting with a prospect for, say, 60 minutes, guess how long that meeting is likely to take? Yup, 60 minutes.
Sales meetings should be strategic, focused, and action-driven. But too often, they take up too much time and achieve too little. Hope for the best but plan for the worst—if you schedule 60 minutes, it’ll take 60 minutes. But what if you could finish up in only 10 minutes?
Here’s how to make every meeting count using the What? So What? Now What? framework.
1. Do We Have to Meet Face-to-Face?
Much as virtual selling works well, there’s no substitute for an in-person meeting—especially for first-time engagements. But not every meeting needs to be in person.
✔ What? Do we really need to meet, or can this be done virtually?
✔ So What? Virtual saves time, but in-person builds relationships.
✔ Now What? Use hybrid meetings—start online, meet in person when trust matters.
2. Keep Meetings Small & Relevant
The more people in a meeting, the less productive it becomes. Keep it lean and focused.
✔ What? Do all these people need to be here?
✔ So What? Too many attendees = wasted time.
✔ Now What? One-to-one conversations are often faster and more effective.
3. Use Alternative Meeting Formats
Not all meetings need a conference table + coffee routine. Try:
✔ What? Could this be a stand-up or walking meeting?
✔ So What? Faster, healthier, and more focused.
✔ Now What? Experiment – try meeting rooms with no seats to keep them short!
4. Set a Clear Purpose & Agenda
A meeting must have a defined goal—otherwise, it shouldn’t happen.
✔ What? What’s the meeting’s purpose?
✔ So What? If we’re just “checking in,” an email is better.
✔ Now What? Use a structured agenda:
- What? (Recap – Why are we here?)
- So What? (Discussion – What’s important?)
- Now What? (Actions – Who does what next?)
5. Prioritise Decisions Over Updates
Meetings should solve problems, not just share information.
✔ What? Are we reviewing numbers or making a decision?
✔ So What? Status updates waste meeting time—use email instead and state that you expect everyone to have read themin time!
✔ Now What? Refocus meetings on problem-solving and action.
6. Manage Time Ruthlessly
Respecting time earns respect in return. If 10 minutes is enough, take 10 minutes!
✔ What? Are we using the full hour just because it was scheduled?
✔ So What? Unstructured meetings waste valuable sales time.
✔ Now What? Be conscious of time. If needed, say: “I’m aware of time, let’s wrap this up.”
7. End Every Meeting with Actionable Next Steps
A meeting without follow-up is a waste. Capture actions, owners, and deadlines.
✔ What? What needs to happen next?
✔ So What? Without accountability, nothing moves forward.
✔ Now What? Send a simple, action-focused follow-up:
- Task: What needs to be done?
- Owner: Who is responsible?
- Deadline: When is it due?
Sounds basic? You’d be amazed how many salespeople and company directors “forget” to do this and waste so much time chasing afterwards.
Conclusion: Make Every Meeting Count
Sales teams must sell, not sit in meetings. Key takeaways:
1️⃣ Use the “What? So What? Now What?” framework to keep meetings purposeful.
2️⃣ Limit meetings, keep them short, and focus on decisions.
3️⃣ Respect time—yours and your client’s.
If a meeting doesn’t drive action or get you further in some way, cancel it, rethink the meeting structure, or replace it with an email! 🚀
