Stories from the Field
As the founder of Netcore, my team regularly requests what we call “Exec Connects” — relationship-building or door-opening meetings with senior leaders at existing customers or prospects. Through these experiences, I’ve realised that effective executive meetings require thoughtful preparation, leading me to develop a comprehensive playbook. As is my practice, I’m sharing these insights through this blog series.
Let me begin with a few anonymised stories that have shaped my approach:
The Power of Asking the Right Question
During a scheduled 20-minute meeting with a prospect, I spent the first 10-12 minutes introducing myself, Netcore, and our innovations in Agentic AI. When I finished, the executive responded bluntly: “This is not helpful for us.” With only minutes remaining, I asked a question I typically reserve for later: “What are your top two challenges which, if solved, could take your business to the next level?”
The meeting transformed instantly. The executive outlined two critical problems, and I offered targeted solutions for one of them. Our conversation became so engaging that we extended 30 minutes beyond our scheduled time, developing actionable ideas that addressed their specific needs.
When Listening Creates Opportunity
In another meeting, I barely spoke. The executive began by enthusiastically sharing new developments and future possibilities. Though Netcore had a small foothold with their company, I sensed greater potential. Instead of interrupting with my prepared deck and demos, I listened attentively. Near the conclusion, I suggested: “We have many solutions that can be beneficial for your growth strategies. Could we schedule a 90-minute workshop with you and your team to showcase five practical innovations?” The executive immediately agreed, giving us exactly the opening we sought.
Making the Most of Limited Time
A different meeting began with: “Sorry, but I have 15 minutes. My boss has called for an urgent meeting.” We had travelled 45 minutes for what was supposed to be an hour-long discussion. Adapting quickly, I asked: “If there is one thing you would like my team to do differently that would give you an edge over your competition, what would that be?” Within those 15 minutes, I gathered enough insights to create a compelling pitch for our next meeting.
Turning Problems into Partnerships
Not all meetings go smoothly. Once, I was confronted with a list of ten problems at the outset. What I had assumed was a satisfied customer was anything but—my team had misread the signals. Rather than becoming defensive, I promised to assign a senior point of contact who would address and resolve their issues within 30 days. Only after establishing this commitment could we discuss how marketing innovations could drive their business profitability.
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Every executive meeting, like a chess match, follows its unique trajectory with an opening, middle game, and endgame. How we navigate each phase determines the outcome. In this series, I’ll share strategies and insights for conducting these “Exec Connects” effectively, turning brief conversations into valuable, long-term business relationships.
