For a sales team, a new opportunity often begins with the first meeting. For the customer, the journey begins much earlier. Before accepting a meeting, they may have visited your website, read your service page or looked at an article you published.

We cannot always know how the customer has prepared. But we can answer this question: what information do customers encounter when deciding whether to meet us?

What does the customer look for first?

A customer considering a meeting request usually has limited time. They want to understand quickly what the company does, whether it addresses their need and what they would gain from a conversation.

If the website offers only general promises, those answers are hard to find. “End-to-end solutions” or “Innovative services” may sound appealing, but do not explain when and how the company can help.

A clear explanation helps customers recognise that they are in the right place. For example, a company looking to build a sales team from scratch and one looking to expand an existing team may be interested in the same service, but arrive with different questions. A good service page distinguishes between those needs and gives an idea of what the meeting will cover.

Should every detail be on the website?

No. For a B2B service whose scope depends on the customer, a website cannot answer every question. Pricing, team structure and implementation details are clarified during discussions and the proposal stage.

However, “We will explain the details in the meeting” should not become an excuse for leaving the basics unclear. Before a meeting, customers should at least be able to answer these questions:

  • What need does the company's service address?
  • What is the basic scope of the service?
  • Who is it suitable for?
  • What topics will the meeting cover?
  • How can they take the next step?

This information helps customers make an initial connection with their own situation. The meeting can then focus on understanding their specific need, rather than repeating a general introduction.

Alongside the service page, content that shows how the company approaches the challenges managers face also helps customers get to know you.

Do content and sales conversations support each other?

What the customer reads creates an expectation. If the representative is unaware of it, they may begin with a general presentation when the customer expects a more detailed discussion.

To prevent this, the representative simply needs to know which service interests the customer, which page prompted the enquiry or what question they included in their request. There is no need to track every step of the customer journey; using the information available is a good starting point.

Asking “What did you look into before meeting us?” at the start can also help. The conversation then follows the customer's actual need instead of a rehearsed presentation.

Coorbiz's Perspective

Coorbiz's core business is building and managing dedicated sales teams for companies. Digital content does not replace that service. But when prepared well, it helps customers define their need and arrive with more specific questions.

Coorbiz's approach is to explain the service scope clearly and make it easier for customers to prepare for a meeting. The sales team's role is to connect what customers have read with what they hear in the conversation.

The question to ask is: “How well can customers get to know us before accepting the first meeting, and does what they learn help them prepare?”