{
  "title": "After the sales meeting: what is an agreement worth without a next step?",
  "url": "https://www.shr.swiss/blog/apres-entretien-commercial-transformer-accord-en-prochaine-etape-en",
  "language": "en",
  "datePublished": "2026-01-18",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "An interested client is not necessarily a client ready to act. Research on goals and planning helps clarify what is missing between agreement in principle and action.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Fribourg",
    "region": "Fribourg",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "What the literature establishes",
      "point": "Edwin A."
    },
    {
      "heading": "The mechanism between intention and action",
      "point": "Peter M."
    },
    {
      "heading": "The hasty conclusion",
      "point": "One might conclude that every meeting should end with a commitment tied to a date."
    },
    {
      "heading": "What the evidence does not allow us to promise",
      "point": "These articles concern goal pursuit and the transition to action, not an evaluation of closing rates in Swiss B2B sales."
    },
    {
      "heading": "A practical check in Fribourg",
      "point": "In Fribourg, a team selling equipment or technical services to the agri-food sector, bilingual industry and contacts within the university hub could test a next-step record agreed with the client in the language used for the discussion."
    }
  ],
  "sources": [
    {
      "authors": "Latham",
      "year": "2002",
      "source": "American Psychologist"
    },
    {
      "authors": "Gollwitzer",
      "year": "1999",
      "source": "American Psychologist"
    }
  ],
  "wordCount": 436,
  "image": "https://www.shr.swiss/img/blog-editorial-2026-01-18-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/apres-entretien-commercial-transformer-accord-en-prochaine-etape",
    "en": "https://www.shr.swiss/blog/apres-entretien-commercial-transformer-accord-en-prochaine-etape-en",
    "de": "https://www.shr.swiss/blog/apres-entretien-commercial-transformer-accord-en-prochaine-etape-de",
    "it": "https://www.shr.swiss/blog/apres-entretien-commercial-transformer-accord-en-prochaine-etape-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation/vente-forte-valeur/fribourg",
    "city": "https://www.shr.swiss/formations-ville/fribourg",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}