Condo Living

April 8, 2025 Published by Golden Horseshoe Chapter - By Tim Bolivar

Reframing Board Meetings: A Manager’s Sales Opportunity

From the Volume 23, Spring 2025 issue of the CCI GHC Condo News Magazine

As a former condominium manager and now a professional minute taker having represented Minutes On-Time for the past 7 years, I’ve had the unique opportunity to view board meetings from two very different perspectives. Attending as a manager, you’re often the person with all the answers. You bring vital information, guide discussions, and hope the board aligns with the recommendations you’ve carefully prepared. At the end of the meeting, your success is measured by whether the board approved the solutions you proposed or whether you leave feeling frustrated by decisions that went in a different direction.

As a minute taker, however, the experience is entirely different. My role is impartial; I attend the meeting to record what happens, not to influence it. From this neutral vantage point, one thing stands out: the role vendors play during these meetings and a deeper meaning that managers can derive from it.

For a vendor, it’s rarely “just” a board meeting—it’s a sales meeting. Their goal is clear: present a single service, solution, or proposal and secure the board’s approval. Success means converting the board from potential leads into paying customers by earning their trust and securing a signed contract.

Here’s where the striking parallel emerges: The manager, too, plays a sales role at every board meeting, though it may not seem as obvious.

The Manager as a Seller

As a manager, your responsibilities extend far beyond any single meeting. However, when presenting quotes, solutions, or recommendations to the board, you’re effectively “selling” your expertise, your ability to guide the community, and the value of your management services.

If the board consistently sees positive outcomes from the solutions you recommend, they are more likely to trust your judgment and continue their relationship with your management company. When viewed through this lens, every board meeting becomes a sales opportunity to secure the continuance of contract—not unlike a vendor pitching their services.

This shift in perspective isn’t just theoretical. By adopting a sales mindset, managers can elevate their communication, better guide board decisions, and strengthen the professional relationship between the board and management.

Keys to a Successful “Sales Meeting”

With this paradigm shift in mind, here are actionable tips for managers to make the most of their “sales meetings” with boards, borrowing from proven sales strategies:

1. Prepare Like a Pro

Preparation is everything. Before the meeting, gather all relevant information, quotes, and supporting documents. Anticipate the board’s likely questions and concerns by thinking through the challenges they might raise. If presenting multiple solutions, prioritize the strongest option first and have clear reasoning ready for why it’s the best fit. Treat your preparation as though you’re walking into a client pitch—it builds confidence and ensures smooth discussions.

2. Master Your First Impression

Your professionalism sets the tone. Arrive on time, dress appropriately, and maintain a confident and approachable demeanor. Just as in sales, your credibility is reinforced when you project readiness and respect for the board’s time.

3. Engage with a Narrative

Don’t just present raw data or multiple quotes—tell a story. Show how the issue impacts the building or the owners and how your proposed solution fits into the bigger picture. Boards often face decision fatigue, so framing your solutions in relatable, outcome-focused narratives can help them connect emotionally with the best course of action.

4. Read the Room

Pay attention to the board members’ responses as you speak. Are they nodding along? Asking questions? Showing hesitation? In sales, understanding your audience’s mood can guide how you present your case. If they seem unsure, take a step back and offer clarification. If they’re engaged, push forward confidently.

5. Use Anchoring Techniques

When presenting multiple quotes or solutions, start with the higher-end option to set an anchor point. Studies show that decision- makers often compare everything to the first option they hear. By starting high, the other choices may feel more reasonable, making it easier to gain approval for midrange or cost-effective solutions.

6. Handle Objections as Opportunities

Objections aren’t roadblocks; they’re a chance to show your expertise. If the board raises concerns, actively listen and validate their perspective. Then, address the concern directly with facts, alternatives, or assurances. This technique not only helps resolve issues but also builds trust and reinforces your credibility.

7. Position for Long-Term Impact

Boards value solutions that provide lasting benefits. When recommending a course of action, emphasize how it aligns with the building’s long-term goals, whether that’s reducing operating costs, improving property values, or enhancing owner satisfaction. Showing that you’re thinking ahead demonstrates your commitment to their success.

8. Close with Clarity and Confidence

Wrap up by summarizing the meeting’s key successes and outlining next steps. Avoid leaving the board with lingering questions. A clear and concise close ensures everyone is on the same page, reinforces your professionalism, and leaves a lasting impression.

The Big Picture

For the directors, it is a board meeting—a chance to make decisions that affect their community. For the manager, it is also a sales meeting—a critical opportunity to earn trust and demonstrate value through effective guidance and communication.

Viewing board meetings through the lens of a sales meeting doesn’t diminish the manager’s role; it enhances it. By applying proven sales techniques, managers can better align their recommendations with the board’s goals, inspire confidence, achieve more successful outcomes, and ensure a continued contract with the management company.

Every meeting is an opportunity to showcase your expertise, foster stronger relationships, and cement your role as a trusted advisor. By embracing the sales mindset, you’ll not only elevate your performance in meetings—you’ll also stand out as a manager who truly understands how to drive results.

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Tim Bolivar
Minutes On-Time