Let’s talk about average sales meetings. You know, the ones that start with small talk, meander through an aimless conversation and end with “Let me think about it” from the prospect. Frustrating, right? If you’ve ever left a sales meeting wondering, "What just happened? Did we even accomplish anything?" then you’re not alone.
There’s a simple, effective way to prevent wasted meetings and keep control of the sales process: the Up-Front Contract (UFC).
If you are new to this concept, a Sandler Up-Front Contract is not a legal document or a formal agreement—it’s a mutual agreement between you and the prospect on what will happen during your conversation. Think of it as the GPS for your sales meetings: it sets expectations, keeps everyone on track, and ensures you’re both moving toward a clear outcome.
Let’s break it down.
What Is an Up-Front Contract?
An Up-Front Contract is a simple framework for setting expectations at the start of a conversation. It answers key questions for both parties:
- What’s the purpose of this meeting?
- How much time do we have?
- What do we need to cover?
- What happens next?
By clarifying these elements before the conversation even begins, you eliminate confusion, create mutual respect, and dramatically improve your chances of a productive discussion.
Most sales meetings fail because they lack structure. Without an Up-Front Contract, the prospect runs the meeting. They are free to ask endless questions, collect free information, and leave you with no real commitment.
Here’s what happens when you don’t use a UFC:
- The prospect controls the conversation with their agenda, and you never get to ask the right questions.
- The meeting runs long, you talk too much, and it still ends with vague next steps.
- You walk away with no real clarity on whether there’s a deal to be made.
UFCs flip the script, giving you control without being pushy. Here’s what happens when you use one:
- You set the expectation that this is a two-way conversation—not a free consultation.
- You ensure there’s a clear decision or next step at the end of the meeting.
The Elements of an Up-Front Contract
At Next Level, we teach a simple structure for an effective UFC:
Purpose – “The reason we’re meeting today is…”
- Set the stage by confirming why you’re having the conversation.
Time – “We have 30 minutes together—does that still work for you?”
- This prevents the meeting from running over or ending abruptly.
Agenda – “What’s important for us to cover?”
- Align expectations and ensure both parties get what they need.
Outcome – “At the end of our conversation, we’ll decide if it makes sense to move forward or not.”
- This removes ambiguity and gets commitment from the prospect.
Example:
"Thanks for taking the time to talk about your challenges with [insert relevant problem]. I've got us down for 30 minutes—does that still work for you? Do you have a hard stop?"
"What were you hoping we could accomplish today?"
"My goal for our conversation is to learn more about your situation and see if we’re a fit to help. I also want to answer any questions you have. Does that sound good?"
"At the end of the conversation, we can decide whether it makes sense to continue the discussion and get the rest of the team involved or not. If it’s not a fit, that’s totally fine—just let me know."
See how that works? You’ve just taken control of the meeting without being aggressive, and you’ve set the expectation that a decision will be made.
If you’re new to UFCs, start small. Before your next meeting, take five minutes to prepare:
- Write down your purpose, agenda, and desired outcome.
- Set the tone early—don’t wait until the middle of the meeting to establish expectations.
- Make it conversational, not robotic. UFCs should feel natural, not scripted.
The more you use this approach, the more natural it becomes. And the more natural it becomes, the better your sales meetings—and your results—will be. Try it out. You’ll be amazed at how much smoother and more productive your conversations become.
If you want to learn more about how to run a better meeting, let's talk.
