I know that because I work primarily in the OEM industry, sales meetings might be a little different than they are in other industries. But I’m positive there are a couple of fundamentals that cross all industry boundaries that must be included in a successful sales meeting — and by successful I mean worthwhile and memorable to both the manufacturer and the rep. For instance:

My experience — both good and bad — has been that the sales meeting that is short, sweet and to the point is going to be the most effective.

Concurrently, to get to the point where it is short, sweet and effective, there has to be important work done ahead of time. That before-the-meeting-work includes notifying reps well in advance of the meeting, creating an agenda and communicating the fact that the reps’ active participation would be appreciated.

Ask for the reps’ input. Make sure the rep knows what you’re looking for, whether it’s product feedback, industry trends, ideas on how to sell more effectively, etc.

Set and communicate ground rules for the meeting well in advance.

As with all facets of the relationship between principal and rep, communication is key and an important part of the communication process here is to let the rep know that this is a sales meeting — not a gripe session. As I emphasize this point, I can recall one sales meeting I participated in years ago that was driven off course by just a few people who thought this was a great opportunity to run through their personal issues and problems with the manufacturer. Unfortunately, the sales manager let it get out of control. As a result, nothing constructive was accomplished.

I recall that meeting in contrast to one I attended earlier this year. Granted, we began a bit early, 7am, but because we followed an agenda and stayed on course, we finished up by noon and had the rest of the day to play golf! That’s the way to run a meeting.

If I could do anything to summarize what I as a rep am looking for in a sales meeting, it would be planning, direction and communication. Include those elements and we’ll all go home happy.