Is the thought of presenting to a big audience on your next sales call making you nervous? You’re not alone. Large customer meetings can feel overwhelming, especially when you’re unsure how to manage different stakeholders with competing priorities.
Here’s the good news: the size of the meeting doesn’t have to dictate the success of the meeting. The key is knowing whether you’re dealing with a big-picture or little-picture conversation.
Understanding Big-Picture vs. Little-Picture Meetings
Over the years, I’ve learned that once a customer meeting has more than three attendees, there are usually multiple agendas at play. Some people in the room will be focused on strategy and long-term value (big picture), while others will be zeroed in on specific features, pricing, or implementation details (little picture).
If you try to address both audiences in the same meeting, you risk losing engagement, diluting your message, or failing to meet the expectations of key decision-makers.
How to Structure a Large Customer Meeting for Success
To ensure your next large customer meeting is productive, follow these steps:
- Reach Out to Your Host in Advance
Before the meeting, contact your main point of contact and ask:
“Is this a big-picture or little-picture meeting?”
“What are the key topics attendees expect to discuss?”
“Are there competing agendas that we should be aware of?” - Split the Meeting If Necessary
If you discover that attendees have both strategic and tactical interests, suggest breaking the meeting into two smaller sessions. One can focus on the high-level benefits and value, while the other can dive into the specifics of execution. - Tailor Your Approach
If a split meeting isn’t possible, start by addressing the big-picture vision first. This keeps leadership engaged. Then, transition into tactical details for those who need them. Consider using breakout discussions or post-meeting follow-ups to cover deeper specifics.
Take Control of Your Large Customer Meetings
The larger the meeting, the more diverse the expectations. By identifying whether it’s a big-picture or little-picture discussion early on, you can structure the conversation to keep everyone engaged and ensure a more productive outcome.
Instead of feeling overwhelmed, go into your next large customer meeting prepared—and make sure everyone walks away with exactly what they need.
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