Stop Wasting Time in Sales Meetings: Use an Up-Front Contract Instead
After months of persistence, Milt finally landed a meeting with Walt, the CEO of BigCorp. He was eager to ask carefully prepared questions and qualify the opportunity. But when the meeting started, Walt abruptly said, “OK, it’s a busy morning, and we’ve only got ten minutes. Show me whatcha got.”
The meeting quickly went downhill.
Later that week, Milt spent hours preparing for a presentation to Myra at Complex Enterprises. He did all the right things—arrived on time, presented professionally, and delivered a compelling proposal. But instead of a clear answer, he got vague objections and empty promises like, “I’ll give it some careful thought.”
Sound familiar?
Why Sales Meetings Fall Apart
Scenarios like Milt’s are far too common. When your expectations for a meeting don’t match the prospect’s, you're almost guaranteed to walk away frustrated—and without a deal.
The root problem? Lack of mutual clarity.
To keep your sales process moving and avoid stalled opportunities, you need to establish alignment before the meeting even begins. That’s where the Up-Front Contract comes in.
What Is an Up-Front Contract?
An Up-Front Contract is a simple verbal agreement between you and your prospect that defines:
The objective of the meeting
The amount of time allocated
Each person’s role in the conversation
The intended outcome or next steps
By clearly defining these terms before the meeting (and confirming them again at the start), you set the stage for a productive, focused discussion.
The Power of Clarity in Sales
Setting expectations in advance prevents misunderstandings, reduces awkward stalls, and ensures both parties are working toward a shared goal.
Here’s how it works in action:
You: “Beth, could we meet for an hour next week to determine if the type of marketing programs we've created for other distributors might be a good fit for you?”
Beth: “Sure—Tuesday at 10 works.”
You: “Great. At that time, it would be helpful if you could bring examples of previous campaigns—both the successful and not-so-successful ones—so I can better understand what your customers respond to. Would you be comfortable with that?”
Beth: “Absolutely.”
You: “Perfect. Then I’ll walk you through my approach. If it seems like a good fit, we can discuss implementation details like objectives, timelines, and budget. But let’s keep our focus on fit for now. Does that sound good?”
The final question—“Does that sound good?”—is critical. If the prospect can’t commit to these terms, that’s your signal to rethink the meeting altogether.
Why You Shouldn’t Meet Without a Contract
If your prospect can’t agree to basic ground rules and objectives in advance, it’s a red flag. You risk walking into another open-ended meeting that goes nowhere.
Don't be like Milt.
Instead, take control of your sales meetings with clear commitments upfront. Doing so will:
Shorten your sales cycle
Improve forecasting accuracy
Reduce stress and frustration
Increase your close rate
Final Thought
Every sales interaction should serve a purpose. With an Up-Front Contract, you're no longer guessing or hoping—you're leading.
Bonus Sandler Resource: Download this free guide to learn the Best Practices for Sales Leaders During Times of Economic Uncertainty.
