5 Steps to Prepare for a Business Meeting

1. Get to Know the Client and Their Market

Before the meeting, you need to know exactly how your solution will help the client—not in general sales terms, but specifically for this client. Think of it as detective work: you must understand the client, their competition, and their market in detail.

Be sure to research:

• your previous communication with the client,
• the client’s website,
• blog posts,
• social media profiles,
• LinkedIn profiles of people attending the meeting,
• the client’s competitors,
• and industry articles or market data.
  
  

The key information you should gather includes:

• the client’s history,
• their products and services,
• the roles and interests of meeting participants,
• market conditions,
• industry specifics,
• competitor status,
• and growth potential.
  
  

Google the client to learn not just about their business, but also personal details that may help you with small talk. For instance, if you find out they enjoy dog training, bring it up—it won’t put them off, but rather show that you’ve done your homework.

A CRM system can help simplify this initial research. It keeps all client data in one place and helps you stay focused before the meeting. Most solid CRMs offer a free trial—go ahead and test one out.

Once you thoroughly understand the client, identify their main pain points—the problems they’re trying to solve. During the business meeting, you should present your solution in the context of the client’s specific needs. Don’t repeat generic information they can find on your website. Instead, show them directly how your product or service addresses their unique challenges.

2. Prepare Your Questions and Answers

After your research, you’ll likely have a head full of questions you want to ask the client. Don’t hesitate to ask them—doing so shows genuine interest and proves you’ve come well-prepared for the meeting.

In addition to the questions mentioned, you should always ask the client:

• why they reached out to you,
• what problem they need you to solve,
• what budget they have for your solution,
• what their ideal supplier looks like,
• and what information they couldn’t get from other providers.

Also, prepare answers to the most common questions you expect the client to ask. If you work in a company with an established sales team, you should already have a list of FAQs and responses from your colleagues.

But remember, a business meeting shouldn’t feel like an interrogation. Let the client do most of the talking, actively listen, and work together to find solutions to their problems.

3. Prepare a Case Study

Case studies (also known as use cases or success stories) are among the most powerful tools in a salesperson’s arsenal. Think about which of your current clients most closely resembles the one you’re about to meet. Then prepare a story based on real data, showing how your solution helped them.

Don’t embellish the case study—stick strictly to the truth. A potential client may contact the client from your case study for verification. Choose a case that features a client who:

• is satisfied with your service,
• comes from the same or a similar industry as the prospect,
• and shares similar priorities—such as top-notch service, fast ROI, or something else.
  
  

If possible, prepare a demo of your solution for the potential client, so you can present it and let them try it out.

4. Practice the Meeting

For newer salespeople, preparing for an important meeting can be nerve wracking. What if you forget a key question or prepare the wrong argument? A practice run can help smooth out any weak spots in your preparation.

Ideally, rehearse the meeting with a colleague from your sales team or a supervisor. If you’re a freelancer, ask someone close to you. Make sure the mock meeting is as realistic as possible, give your partner some basic background on the client.

Before the practice, also prepare a list of potentially tough questions you expect from the client and ask your partner to test your responses and give feedback. This way, you’ll be ready for difficult moments and won’t be caught off guard.

You can also read our article on top sales skills to sharpen what you need to improve.

After the rehearsal, ask your partner:

• What impression did the meeting leave?
• Did you come across as boring or unconvincing?
• What should you change, skip, or add?

5. Prepare a Meeting Plan

Based on feedback and your own impressions from the mock meeting, adjust your current approach and create a detailed, step by step plan for the actual meeting. This ensures that the meeting stays focused, covers all important topics, and uses the shared time with the potential client as effectively as possible.

Break the meeting into individual steps and estimate how much time each should take. If multiple team members will join the meeting, send them the meeting plan in advance.

And that’s it—you’re now fully prepared for the business meeting. For tips on what to do on-site and how to behave during the meeting, check out our dedicated article.

Checklist: What to Arrange Before a Client Meeting

• Confirm the date, time, and location with the client.
• Plan any technical details—like setting up a projector—or send a link to colleagues joining remotely.
• Get to know the client and their market.
• List the client’s main pain points.
• Prepare questions and answers for expected inquiries.
• Get a case study or demo of your solution ready.
• Depending on the situation, prepare documents such as proposals or contracts.
• Rehearse the meeting in advance.
• Create a detailed meeting plan.
• And most importantly—get a good night’s sleep before the meeting.