NBM execution: run the four-section meeting

The NBM runs in four sections. Each has a job, and the order matters. The principle underneath all of it: deposit value before you withdraw it.

1. Introductions and agenda (about 5 minutes)

Introduce yourself and your team, share the agenda, and ask them to confirm it. Always ask, early, if there is anything else they want to cover, so nothing ambushes you later. Drop one quick personal fact. Be a person who is easy to do business with. This is your first deposit.

2. Value Pyramid (about 5 to 10 minutes, hard stop)

Tee it up plainly: "I have done some research. Let me spend a few minutes on what I think matters to you, then you tell me where I am wrong." Walk goals, strategies, initiatives, obstacles, needs. Stick tightly to time. This section earns you the right to the next one.

3. The M1 use case (about 20 minutes)

Share the customer examples and point of view that show why you, in a context that matters to this buyer. This is not a feature list. Throughout, look for deeper implications, capture relevant metrics, play the 3-name game, and build your Champion. Deposit value, then withdraw gradually with questions.

4. The close (about 5 to 8 minutes, start before the end)

The goal of the NBM is to book the second meeting. Start closing 5 to 8 minutes before the scheduled end, not at it.

• Summarize:"We had a great conversation about X, and you raised good points about Y."
• Bridge:"Would you agree this has been a good use of time?"
• Pull:"Then the right next step is to regroup later this week and bring in [name] to cover [topic]. Can we put that on the calendar now?"

Good meeting hygiene says: I respect you, and you can rely on me. Show up early, share a clear agenda, finish on time.

Next: the follow-up that locks it in.