The architects of the Halekulani resort in Honolulu used care to design each room’s balcony for rain. The perimeters are secured with concrete barriers, with two small openings on each side to channel rainwater over the side.
Without these barriers, each balcony would become a separate rung on a waterfall, creating a deluge below.
Your sales process should do the same thing.
Don’t deluge the prospective client with information. Don’t let your conversation roam freely with no direction or purpose or ultimate destination.
Be clear where you’re going, what you need to say or ask during each step, and how you will channel the conversation, leading the way.