20 Apr WHAT HAPPENS WHEN THE DOG CATCHES THE GARBAGE TRUCK?
We have all seen cartoons of a dog chasing the garbage truck down the street. What happens when the truck stops and the dog catches it? Frequently, the dog is left uncertain, unsure of what to do next, and simply barks in confusion.
A similar scenario often unfolds in enterprise sales.
A sales pro invests significant effort in developing a lead into a qualified prospect. After persistently pursuing an in-person meeting, the contact finally agrees. At this pivotal moment, what should the sales pro do next?
Once the contact confirms an in-person meeting, the sales pro’s role should transition from pursuit to purposeful preparation.
According to Above Quota Performance, the objective of the initial meeting is not to close the sale or to fully persuade the buyer that your solution is optimal. Instead, the sales pro should focus on preparing for a productive, two-way problem-solving conversation. The goals are clear and specific:
- Gain a deeper understanding of the prospect’s needs and challenges
- Build the buyer’s confidence in you as a credible potential partner
- Secure agreement for the next meeting 1
Each meeting builds upon the last, deliberately advancing the buying process rather than prematurely pushing for a close.
This approach requires the sales pro to prepare thoughtful questions rather than a scripted pitch. The meeting should be a collaborative discussion, not a presentation-heavy monologue. While a polished PowerPoint or video can be helpful, the priority is fostering a substantive dialogue where both parties gain valuable insights.
In short:
Once the meeting is scheduled, the sales pro should focus on listening, learning, building credibility, and earning the opportunity for continued dialogue—not simply making a sale.
The sales pro should prepare for a two‑way conversation—not a pitch
The initial meeting is not intended to close the sale or present a scripted message. Preparation should focus on enabling a productive, two-way discussion where both parties learn. The sales pro should be prepared to ask insightful questions, listen attentively, and respond thoughtfully, rather than relying on pre-prepared slides.
Prepare to learn the prospect’s needs
The core purpose of the meeting is for the sales pro to gain a deeper understanding of the prospect’s needs. Preparation should therefore be guided by curiosity—crafting questions that uncover problems, priorities, constraints, and motivations, rather than focusing solely on features or pricing.
Prepare to build confidence and credibility
Another explicit objective of the meeting is for the buyer to develop confidence in the sales pro as a potential partner, not merely a vendor. This requires demonstrating professionalism, business acumen, and thoughtful engagement with the buyer’s unique situation—not just product expertise.
Prepare to ask for the next meeting
The most important aspect of preparation is internal clarity: the sales pro should enter the meeting knowing that the primary objective is to secure the next meeting, not to “win” the deal. It is not dissimilar from American football, when the objective is to achieve “first-downs” by advancing the ball ten yards at a time, not try for a touchdown on your first play. The meeting should conclude with a clear request to continue the dialogue, ideally involving additional stakeholders.
How to prepare effectively
Develop a concise set of high-value questions
Rather than preparing slides, the sales pro should compile a brief list of questions that:
- Help the buyer talk about their business, not your solution
- Encourage dialogue and reflection
- Revealing problems worth solving
Well-prepared questions facilitate serious problem-solving conversations.
Prepare clarity on meeting scope and expectations
Before the meeting, the sales pro should have clarity—both personally and, ideally, with the buyer—regarding:
- Why is the meeting happening?
- What will and will not be covered?
This prevents the meeting from drifting into premature solutioning or negotiation.
Well‑prepared questions support the “serious problem‑solving conversation.”
Prepare mentally to listen more than speak (Steve’s Word Meter)
I reject the idea of a sales pro delivering a “scripted monologue” in the meeting. Preparation requires a mindset change: success relies on listening carefully, showing restraint, and following up thoughtfully, rather than dominating the conversation or presenting an information dump on the prospect.
Prepare a simple closing question
Since the goal is the next meeting, the sales pro should plan how the meeting will end. The example in the chapter shows a straightforward, respectful closing question that checks alignment and proposes a next step. Preparing this in advance keeps the meeting focused and intentional. The meeting should never end without discussing the next steps and scheduling the next meeting.
Takeaways –
When an in‑person meeting is booked, preparation should focus on:
- Structuring a two‑way conversation
- Arriving (early), ready to learn, not to convince
- Establishing credibility and trust
- Ending the meeting by securing the next one
Remember, the objective of the initial meeting is simply to secure the next meeting.
1 Steven Weinberg, Above Quota Performance, Armin Lear Press (Estes Park, CO, 2022), pp. 219-220.