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Making the Most of a Meeting

O.K. — Your team has identified, qualified, and gotten an appointment with a U.S.-based company. Now the real work begins.

See the View from the States archive for Mark Dollinger's view on aspects of doing business in the United States.

Keep in mind that at this initial meeting your performance counts. It might well determine whether negotiations continue, or just die on the vine. What are some things you need to do to enhance your likelihood of success?

		Do your homework. Know the company and their product. Study their Web site and review their product offerings. Understand their market position. If it is a public company, review their filings with the SEC. Also, do a little research on the people who will be at the meeting. Where are they in the company hierarchy? Are they a decision maker? Do they report to a decision maker?
		Be prepared. If you are delivering a formal presentation that includes any type of written materials (handouts, slide show, data sheets, and so on), make certain that they are grammatically and typographically correct. Otherwise, the meeting participants will remember the typos instead of your product.
		Rehearse your presentation so that you are completely comfortable delivering it.
		If you are presenting a product, be certain that it works. It's on thing when Bill Gates is embarrassed by his product's glitches; it's another when you're on the spot.
		Stay focused. Remember you are an expert in your company, not theirs. Concentrate on those elements that are central and unique to your offering; that is, your unique selling point (USP).
		Be confident. Confidence is different than arrogance. If you do not appear confident in your speech and tone, you cannot expect the U.S. company to be either. However, an overbearing or superior attitude will also work against you.
		Dress for success. Business dress standards in the States have changed dramatically over the past several years with many companies shedding the formal and adopting more casual attire. However, it is rarely wrong to be overdressed This means no jeans or decorated T-shirts. While the "power" suit (for men and women) maybe be a thing of the past, it is safer to dress "up" rather than "down."
		Turn off your cell phone. While cell phones are becoming increasingly popular in America, they are still not used with the same frequency as they are in Israel. A cell phone ringing in the middle of a meeting is considered bad form. Make sure your phone is off before you begin your presentation.

O.K. You were prepared, focused, confident, well-dressed, and even charming. Now it's time to jump the next hurdle. It's now time to listen.

Here are some of the basics of listening:

		Be agreeable. Even if you disagree with an observation, do so in a polite, almost friendly manner. Remain well-mannered and respectful. Nothing is gained by insulting your potential partner.
		Make sure you understand the question. If asked a question that is unclear or doesn't make sense, ask for clarification. Americans are understanding — and even forgiving — of miscommunications with the language. They will be happy to rephrase the question.
		Say "I don't know." It's much better to defer an answer than to answer incorrectly. Remember a basic American credo: Whatever you say can and will be used against you. When in doubt, say "I don't know" and use the opportunity for follow-up.
		Stay quiet. Let the questioner finish his or her thought before you answer. Try to understand the questioner's point of view before you jump in with both feet
		Stay calm. Even if some questions seem pointed, keeping your cool will help keep you in control. Others at the table will note this and be impressed.

The meeting is over; the presentation made; they asked, you answered; you asked, they answered. So, where's the order?

Now the very hard work of the close begins — but that's for next month.