How To Have A Successful Business Meeting

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April 11, 2008

On target success In Missouri at least, there is some mysterious attraction of business men toward St. Louis (or Panera) Bread Co. as a place for meeting. Why is this the “place to meet”? Sure it’s got a wi-fi hotspot, but I advocate that strictly oral meetings to accomplish a business objective, especially in a restaurant, are doomed from the start. Let’s explore the St Louis Bread phenomenon while taking a critical look at what makes for a successful business meeting.

I’ve been to a lot of oral restaurant meetings that did not accomplish anything except the elimination of my hunger. A lot of people seem to get caught up in all the ‘excitement’ the oral restaurant meeting has to offer; like being able to eat while glancing at your new wireless laptop and talk to your new IT guy about the web server meanwhile trying to block out the incessant noise coming from the huge birthday party of the 6 year old behind you.

Having actually been the IT guy sitting on the other side of that table before, I can’t tell you what a professional feeling it gave me when my ‘business associate’ who arranged the meeting in the first place got jabbed in the ribs via Timmy’s salad fork.

Just because you CAN meet “from anywhere” because of new technology doesn’t mean that you SHOULD. Personally, I prefer the comfort and quiet of the good ol’ fashioned office environment.

Aside from all of that, the main and worst problem the oral restaurant meeting suffers from is lack of detail. With the amount of time a typical lunch has to last, lack of proper means to document what is being talked about, and added into that all the obvious distractions, oral meetings are much better left to only initial encounters (”just getting to know each other meetings”) or simply avoided altogether.

HOWEVER…here are some guidelines for a successful meeting no matter where you are or what you’re doing:

Everyone knows (or at least SHOULD know) that an agenda is the key to an effective meeting. But an agenda that consists of a list of nouns, such as budget, software, and picnic, is useless. Here’s how to prepare a REAL agenda that puts you in control of the meeting.

1) Goal. Every real agenda begins with a goal & purpose that describes the result wanted at the end of the meeting, such as: find a way to reduce travel costs by 10%. Ideally, this goal should be stated so clearly that someone else could use it to design a meeting that achieved the result.

2) Outcome. This describes the benefit of achieving the goal, and thus tells why you are holding the meeting. For example, the benefit of reducing travel costs might be that you will keep spending within budget.

3) Activities. This provides a blueprint (or set of instructions) for the meeting. Ideally, this contains descriptions of the group activities that will help you and the participants achieve your goal for the meeting. Support this list with an estimated time budget for each activity.

4) Assignments. Tell the participants how to prepare for the meeting (e.g. survey your department for travel costs during the last quarter). Also, tell them what they need to bring (e.g., bring a copy of the budget). Prepared participants make a meeting more efficient and more effective.

5) Logistics. Provide basic information on when and where you will hold the meeting. If participants are coming from other offices, be sure to include directions and maps. In general, provide all the information that people need so that they can perform at their best.

The small amount of time required to prepare a real agenda will help you hold shorter, more effective meetings.

I personally discourage the oral meeting at a restaurant in favor of getting real work done at the office conference room…but if you DO feel that you really must do it this way, then here is some background and guidelines:

Doing business over meals is a ritual that has existed for centuries. Taking clients to breakfast, lunch or dinner has long been an effective way to build relationships, make the sale or seal the deal. These business meals are essentially business meetings. Knowledge of your product or your service is crucial to the success of the meeting, but so are your manners. Too many people jeopardize an opportunity because they fail to use good dining etiquette. Here are a few basic rules to make the experience pleasurable and profitable.

Know your duties as the host. You are in charge. It is up to you to see that things go well and that your guests are comfortable. You need to attend to every detail from extending the invitation to paying the bill.

Plan ahead when you issue the invitation. Allow a week for a business dinner and three days for lunch. Be certain that the date works for you. That might sound obvious, but if you have to cancel or postpone, you can look disorganized and disrespectful of your clients’ time.

Select a restaurant that you know, preferably one where you are known. This is no time to try out the latest hot spot. Being confident of the quality of the food and service leaves you free to focus on business.

Consider the atmosphere. Does it lend itself to conversation and discussion? If you and your clients can’t hear each other over the roar of the diners and dishes, you will have wasted your time and money.

When you make your reservation, let the staff know that you will be dining with clients. If your guests suggest a restaurant new to you (perhaps you are hosting clients out-of-town), call ahead and speak with the maitre’d. Make it clear that you will be having an important business meal and picking up the check.

Confirm the meal appointment with your clients the day before if you are meeting for breakfast or that day if you are having lunch or dinner. Things do happen and mix-ups occur.

Arrive early so you can attend to last minute details. This is the perfect time to give your credit card to the maitre’d and avoid the awkwardness that seems to accompany the arrival of the bill.

Take charge of the seating. Your guests should have the prime seats-the ones with the view. As the host, take the least desirable spot-the one facing the wall, the kitchen or the restrooms.

Beyond being polite, where you seat your guests is strategic. When you are entertaining one client, sit next to each at a right angle rather than across the table. With two clients, put one across from you and the other to your side. If you sit between them, you will look as if you are watching a match at Wimbledon as you try to follow the conversation.

Allow your guests to order first. You might suggest certain dishes to be helpful. By recommending specific items, you are indicating a price range. Order as many courses as your guests, no more and no less, to facilitate the flow of the meal. It is awkward if one of you orders an appetizer or dessert and the others do not.

As the host, you are the one who decides when to start discussing business. That will depend on a number of factors such as the time of day and how well you know your clients. At breakfast, time is short so get down to business quickly. At lunch, wait until you have ordered so you won’t be interrupted. Dinner, the more social occasion, is a time for rapport building. Limit the business talk and do it after the main course is completed.

When you know your clients well, you have more of a basis for small talk. However, because you have established a business friendship, you can eliminate some of the chitchat when time is an issue. When you don’t know your clients well, spend more time getting acquainted before launching your shoptalk.

Sometimes you simply need to use your own judgment about when to get down to business, realizing that if you wait too long, your clients may start to wonder why they were invited. If you begin too early in the meal, your guests might suspect that you are more interested in their money than you are in them.

Keep an eye on the time, but don’t let your guests see you checking your watch. Breakfast should typically last an hour; lunch an hour and a half. Wrap up your business dinner in two to three hours, no more.

Handle any disasters with grace. With all your attention to detail, things can still go wrong. The food may not be up to your standards, the waiter might be rude or the people at the next table boisterous and out of control. Whatever happens, make sure you are not the one to lose control. Excuse yourself to discuss any problems with the staff. Your guests will feel uncomfortable if you complain in front of or to them.

Limit the amount of alcohol you drink at the business meal. The three Martini lunch is mostly a thing of the past. However, cocktails and wine are still part of the business dinner. Since alcohol can have the same effect as truth serum, keep your consumption to one or two glasses. When guests are drinking liberally and you sense trouble, excuse yourself and discreetly ask the server to hold back on refilling the wine glasses or offering another cocktail.

Your conduct over the meal will determine your professional success. If you pay attention to the details and make every effort to see that your clients have a pleasant experience, they will assume that you will handle their business the same way. Before long you could have them eating out of your hand.

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