In our last Tip of the Month (July 2003), we posed some good "What-If Questions" to consider before going into a research meeting. Here are some answers to a few of the questions.

Question 1:
What if the contact is thinking about inviting others to join the meeting?

Answer:
Encourage them not to. Tell them that you are interested in gaining their insights, and would like to keep the meeting one-on-one. If they feel strongly that there are a few other people that they would like you to talk to, tell them that you would be happy to do so following your meeting.

Question 2:
What if the contact is turning out to be a gatekeeper?

Answer:
Get out - quickly and professionally, and avoid product discussions as much as possible. You don't want to invite the gatekeeper to play their role, and block your access or strategy. Remember, it is easier to apologize later for something you were never told not to do.

Question 3:
What if the contact is the decision maker?

Answer:
Sometimes you just know it. You realize that this is the person you would like to present to, while you're in the middle of a research call. Again, we want to end the meeting quickly. Be appreciative of the time they have spent with you, ask a few high end questions (their critical objectives, strategies, metrics, business issues...), end your meeting early, and request the opportunity to come back and present to them with what you learned and the business fit between your companies. By showing respect for their busy schedules, you show that you are a professional, and will typically get a positive response.

Question 4:
What if you walk into a room full of people waiting for your "pitch"?

Answer:
The communication around the meeting has been misunderstood, and now there are people waiting for you to do something you can't and shouldn't do. Take responsibility for this miscommunication, and apologize (your coach will appreciate it). Tell the group that you would love to present to them, but that you are still doing your homework, and aren't prepared yet to make the best use of their time. Also, this may be a great opportunity to meet additional people for future research. If we handle it this way, everyone wins. Your coach wins, since you took them off the hook. The group wins, as they don't have to sit through another meeting. And you win, as you have helped your coach save face, and met additional research contacts.