Whatever your political standpoint, the recent meeting in the Oval Office between USA’s President Trump and Ukraine’s President Zelensky was an extraordinary spectacle. The meeting, which some media outlets have labelled as an “angry exchange,” was a rare opportunity to see international diplomatic negotiations taking place in front of the cameras.
Whether you see the exchange as a Trumpian masterclass in the art of negotiation, or you give credit to President Zelensky for his calmness, stoicism and strength in extremis, the fiery back-and-forth was uncomfortable viewing for most. This is partly because we simply aren’t used to being given access to such emotionally charged, high-stakes diplomacy in this way, but also because so much of the negotiation that takes place in our business and personal lives happens in private, behind closed doors. Many people will have very little experience or training for what to do when a meeting goes bad.
One exception to this will be those who work, or have worked, in sales. Although not typical, the tactics of Messrs Trump and Vance in upping the ante to gain control of the meeting and to exert their will, is something that many salespeople will have experienced when the dialogue with a customer inevitably moves toward negotiating the terms of a deal. Often outmanned and outgunned in a client meeting, it is the skill of any good salesperson to be able to remain calm and to decide what is in the interests of their business, and when it is simply time to walk away.
Here are my five top tips for approaching a client meeting that could go bad:
- Do your research. Study the form of the organisation and the participants of the meeting ahead of time. With the advent of social media and social networks this is easier to do today than ever before. If you have connections in common, reach out to try to gain some knowledge and context about how they do business and, if possible, what they are like to work with.
- Try to secure home advantage. Where you hold a meeting, at what time of the day, and with whom, all play a significant role in how a negotiation will play out. If possible, avoid 4pm on a Friday afternoon in the client’s boardroom – it is unlikely to go well! If you can’t secure home advantage (your offices / preferred meeting place), try somewhere neutral (if it’s in-person) or via an online meeting platform you are familiar with. Make sure you are aware of all the participants; this will help you to avoid an ambush. If you feel that the numerical balance is overwhelmingly against you, request to bring along a colleague to assist with your pitch.
- Rehearse your lines. As a meeting progresses, it can be easy to go off script or simply be pressured into making a mistake, especially if you are being baited. By writing down and repeating back the key points you want to cover, you are much less likely to be distracted. If you are worried that a meeting may be hostile, role-play with some friends or colleagues ahead of time. This will help you to increase your confidence and reduce any anxiety you may have.
- Set an agenda. A well fleshed out meeting agenda will set expectations for all the participants ensuring that the purpose and outcome is understood. An agenda will make sure that the meeting is focused, time-efficient, and productive. If an agenda isn’t forthcoming, set one yourself. This will reduce the likelihood of misaligned objectives, minimising the potential for frustration and conflict. A one-line email is seldom enough to cover the full remit of a client meeting.
- Establish your red lines. Negotiations can be protracted and arduous. Before entering into any negotiation, decide on your red lines. Not all deals are worth doing, and walking away is often a sign of wisdom not weakness. Additionally, be mindful of red lines around personal conduct during a meeting; bullying, name-calling, belittling and threatening behaviour is never okay. Remember to always remain calm, composed and try to keep your body language positive. Report any misconduct.
Not all meetings go to plan. Although most client negotiations are unlikely to involve high-stakes international diplomacy in front of the world’s media, it is important to be as prepared as possible for all eventualities. After all, you never know when a meeting may go bad.
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Spread the Word Media (StWM) is an independent sales and marketing agency based in Hampshire serving clients throughout the UK, Europe and US. StWM has extensive experience of working in the media and publishing sectors. We work with clients on an ad-hoc basis, or as an extension of their sales and marketing team to deliver fresh ideas, targeted strategies and measurable outcomes.
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