There is a world of difference between the agenda of a sales meeting and the commitment from a meeting. Most people when asked to give the Objective of a meeting, reply with an Agenda. In fact every meeting should have two elements: 1. What is the Agenda of the meeting? 2. What is the commitment you want from the meeting? The Agenda is what you do during the meeting.The Commitment is what you want them to do at the end of the meeting. Both are important. The problem arises from the word “Objective”. It has so many meanings to so many people that it is practically meaningless in the context of sales. So I recomment you stop using the word. Think instead of commitments, and think of each commitment as a physical action. What is you want them to do? Put a date in a diary? Allocate money or resources? Invite someone else? You don’t want them to “agree to . . .” or “commit to . . . “. Both of these are just agenda items. They both beg the question “How?”. That is, how will they show the agreement or the commitment? Waht is the physical action you want them to take? Go into the meeting with the specific aim of gaining an action from them in the form of a physical commitment.
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