This blog brought to you by episode #354 of The Sales Hunter Podcast: How to Maximize Client Engagement in First Meetings with guest Lee Salz

Why the First Meeting Matters

You finally landed that first meeting. Great! But here’s the question—how do you bring value? Because if you don’t, that’s how you end up getting ghosted.

Sales expert and author Lee Salz, creator of The First Meeting Differentiator, joined me on The Sales Hunter Podcast to unpack how to make your first meeting a true game changer.

The Problem with “Discovery” Meetings

Lee says it’s time to retire the term discovery meeting. Why? Because it’s all about you—the salesperson. You come prepared with your list of questions and talking points. But what’s in it for the customer?

If all they get from that meeting is “you’ll learn about my company,” they’re tuning out. They already have a provider. They don’t have time to learn about your stuff.

Stop Selling Toilet Paper—Start Selling the Bidet

Lee uses a funny but powerful metaphor: imagine you sell toilet paper, and your customer already buys from someone else. That’s a takeaway sale—you’re trying to replace what they already have. But what if you sell bidets? That’s a completely different conversation.

Most salespeople are stuck in takeaway mode. To break out, you need to bring something new—something that helps your buyer learn or think differently.

Think “Consultation,” Not “Discovery”

Lee says we should replace discovery with consultation. It’s a mindset shift that changes everything.

Think about going to the doctor—you’re there to become wiser about your situation and to explore remedies. You wouldn’t go just to be poked and prodded for someone else’s benefit. Yet that’s what many sales calls feel like to buyers.

A consultation, on the other hand, implies a two-way exchange of value. The prospect invests their time because they’ll learn something meaningful for their role or business.

How to Deliver “Meaningful Value”

Meaningful value means the buyer walks away smarter—about their challenges, their opportunities, or their market.

And here’s the key: once you know the meaningful value you bring, weave it into your prospecting message. Say something like,

“When we meet, I’ll share a best practice operations leaders are using to creatively reduce costs.”

Now you’ve given them a reason to take the meeting.

(Lee even offers a free resource: meaningfulvalue.com for 10 ways to deliver meaningful value.)

The Death of the “Discovery” Invite

Ever see someone’s email signature that says, Schedule a discovery meeting with me? Lee calls that a “kitchen term.” No one wants to see how the meal is made—they just want the result. Stop inviting people to a discovery meeting. No one clicks that link.

Ask Better Questions

Old-school discovery focuses on logic questions:

“What’s the biggest challenge you face in your business?”

It’s fine, but it only gives you facts. Facts don’t drive deals—emotion does.

Instead, ask emotive questions:

“What’s that one thing in your business that makes you pull your hair out trying to solve it?”

That question makes people feel something—and emotion is the deal energizer.

Ditch Features and Benefits—Tell Stories

Most salespeople fall back on features and benefits. Lee calls that “Features, Benefits, and Boredom.”

People forget 50% of what they hear within 24 hours—and less than 10% a week later. So instead of lecturing, tell stories. Stories stick because they create emotion and connection.

Sales teams should build a deal story portfolio—real client stories that every rep can learn, practice, and share naturally in conversations.

Redefine Success for the First Meeting

Before every meeting, ask yourself:

“If I can’t close a deal today, what would make this a great meeting?”

That question helps you define outcomes before you start. Once you know your outcomes, you can tailor your questions, content, and flow specifically to reach them.

Pace the Process

Don’t cram everything into the first meeting—your deck, demo, CEO, and all. You’ll overwhelm them and leave yourself nowhere to go next.

Your goal in the first meeting isn’t to close—it’s to create enough interest that they want a second meeting.

Use the “Consultation Cliffhanger”

Remember Who Shot JR? from the old TV show Dallas? That’s the power of the cliffhanger—it keeps people wanting more.

Lee says salespeople should use the same approach. End your meeting by hinting at what’s coming next:

“In our next meeting, I’ll bring in our compliance expert.”
“Next time, I can show you how others are cutting turnaround time in half.”

That curiosity keeps the door open—and keeps your buyer engaged.

Build on a Strong Foundation

As Lee puts it, “The first meeting is the deal foundation. If it’s weak, the deal is weak.”

Stop thinking of that first call as a discovery. Start treating it like a consultation—where both sides gain something of value. Pace the process. Create curiosity. Build momentum.

That’s how you turn one meeting into many.