Preparing for the EB Meeting with Anne Gary

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Oct 5, 2025

Anne Gary, a seasoned sales and go-to-market leader with a rich history at PTC, shares her expertise on preparing for Economic Buyer meetings. She emphasizes the importance of thorough research to avoid wasted time in sales meetings. Anne discusses how to differentiate as a true business partner by uncovering unconsidered issues. She also highlights aligning solutions with corporate goals and individual KPIs. Furthermore, Anne encourages quantifying existing pain points to showcase potential positive outcomes, and stresses the significance of a confident preliminary ROI before discussions.

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ADVICE

Research Thoroughly Before The Meeting

Do your homework before meeting the economic buyer by researching company objectives, risks, and competitors.
Arrive prepared so you avoid wasting executives' time and stand out from unprepared salespeople.

ADVICE

Position Yourself As A Business Partner

Be a business partner rather than a salesperson and surface issues the customer hasn't considered.
Use company filings and presentations to inform conversations and add strategic value.

INSIGHT

Align To Corporate And Personal Goals

Align your solution to both corporate outcomes and the decision-maker's personal KPIs.
Speaking in the economic buyer's terms increases relevance and influence in the decision.

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In this curated episode of the Revenue Builders Podcast, John McMahon and John Kaplan go on a deep dive with industry expert Anne Gary as they explore the essential steps in preparing for the Economic Buyer meeting. Ann shares valuable insights on how salespeople can differentiate themselves, become true business partners, and align their solutions with both corporate and individual objectives.

KEY TAKEAWAYS

[00:00:49] Research is Key: 8 out of 10 executives feel sales meetings are wasted time. Research company objectives, risks, and competition beforehand.
[00:01:46] Be a Partner: Differentiate by helping run their business. Provide insights into unconsidered business issues.
[00:02:56] Align for Success: Link solutions to corporate and individual performance, focusing on revenue growth, cost reduction, and risk mitigation.
[00:04:55] Articulate the Pain: Quantify the current situation, showcasing the full ramifications of the customer's process and connecting it to positive business outcomes.
[00:08:14] Differentiate Effectively: Identify required capabilities, differentiating based on unique strengths, addressing specific pain points for winning the Proof of Value (POV).
[00:09:00] ROI Confidence: Develop a preliminary Return on Investment (ROI) confidently before entering Proof of Concept (POC) discussions.

HIGHLIGHT QUOTES

[00:01:25] "Be a business partner, not a salesperson. Help them run their business, inform them about business issues they haven't considered."
[00:03:57] "The terms that resonate with your champion may not be the same terms that resonate with the economic buyer. Speak on their business terms."
[00:07:54] "Understand how these people are measured. Highlight the business outcome that aligns most with how they're evaluated."

Listen to the full episode with Anne Gary through this link:
https://revenue-builders.simplecast.com/episodes/getting-to-the-economic-buyer-with-anne-gary

Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4

Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/

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