Client Meeting Checklist: Before, During, and After the Call
Most people treat client meetings like a chore. They show up unprepared, ramble for an hour, and wonder why the client doesn’t respect them.
That’s not how we operate.
A client meeting is a performance. It’s where you prove you’ve done the work, you understand their business better than the last dozen “experts” they hired, and you can move the project forward without wasting anybody’s time.
Here’s the real system: what to do before, during, and after the meeting so you look like a pro instead of a flailing rookie.
Before the meeting: This is where you win or lose
If you’re prepping during the meeting, you’ve already lost. The client can smell it. So let’s avoid that embarrassment.
Know the client like you actually care
Don’t go into a meeting blind. Do your homework.
- What are their goals?
- What content do they have?
- What audiences matter?
- What’s their personal stake?
- Who is actually showing up to the call, and what do they care about?
Look them up on LinkedIn, Facebook, Twitter, wherever.
This isn’t stalking. It’s called being a professional.
Executives notice when you know the details. They also notice when you don’t.
Lock down the logistics
If it’s virtual:
- Use the correct Zoom account.
- Test your mic and camera like a grown-up.
- Put your camera on top of your monitor.
- Put the Zoom window right under the camera so it looks like you’re actually looking at them instead of staring at your own face in the corner.
If it’s in person:
- Show up early. Not “on time.” Early.
- Bring printed materials.
- Leave your phone and laptop shut. Your attention is the flex.
Prepare the actual materials (not a data dump)
A report isn’t enough. Anyone can dump numbers into a Google Doc.
Your job is to analyze, not regurgitate.
You need:
- A clean Success Tracker.
- The GCT evaluation.
- A Quick Audit.
- Results with interpretation.
- A real agenda (not a random list of thoughts).
Then run it through someone senior for a sanity check.
One typo and the client starts wondering what else you missed.
Send the agenda + “looking forward” note
The day before the meeting:
- Send the agenda.
- Send any pre-reading.
- Post a “Looking forward to our meeting tomorrow” message in Basecamp.
- Make sure the Zoom link is correct (stop making clients chase you for it).
It takes 30 seconds and instantly makes you look organized.
Set expectations like a leader
You’re not a vendor taking orders. You’re the one driving the process.
So you set expectations:
“This should take no more than 30 minutes. Here’s what we’ll cover. Here’s what we need decisions on.”
Clients love clarity.
They hate surprises.
During the meeting: Run the room
This is your stage. Don’t wander onto it looking lost.
Start with structure
Kick off the meeting with confidence:
- Agenda.
- Introductions.
- What decisions need to be made?
- Quick tie-back to the previous meeting so it’s clear you actually remember things.
No rambling. No awkward small talk unless it serves a purpose.
Don’t look like you’re half-listening
Some ground rules:
- No multitasking.
- No typing during in-person meetings.
- No phone on the table.
- Eyes on the camera.
- Sit up straight, you don’t need to hunch like you’re defusing a bomb.
People pick up on micro-signals. Your posture tells them whether you’re confident or guessing.
Notes = action items
Notes should be:
- What needs to be done.
- Who owns it.
- When it’s due.
- What depends on what.
That’s it. Nobody needs a transcript.
Call out at the beginning who is taking notes so the client knows the trains are running on time.
Keep the meeting tight
Most client calls default to “one hour” because nobody has the spine to challenge it.
You do.
If you prepare properly, a great meeting rarely needs more than 30 minutes.
Stay on the agenda.
Don’t go down rabbit holes.
Focus on decisions, not storytelling.
Executives want the executive summary.
Give it to them early and often.
End like a professional
Never end a meeting with “Alright… I think that’s everything?”
Here’s your script:
“Okay, Tom, here are the items we agreed on. Let me know if I missed anything.”
Then ask:
- “Anything we can do to make you look good?”
- “Any feedback for me?”
- “Anything you’re worried about that we haven’t addressed?”
Then, and this is key, schedule the next meeting before anyone hangs up.
The calendar is where momentum lives.
After the meeting: Close the loop
This is where average account managers drop the ball. Not you.
Clean up your notes (same day)
If your notes read like a toddler typed them, fix them before posting.
Then drop them in the Basecamp Client Meetings thread the same day.
Same. Day.
Upload the recording
Put the Zoom recording next to the notes.
This saves your team from asking you the same questions five times.
Convert notes into actual tasks
Put every action item into:
- Basecamp To-Dos.
- With owners.
- With deadlines.
- With dependencies.
Don’t trust your memory. Memory lies.
Reply like a pro, not a panicked intern
If the client:
Emails you + CCs leadership:
Reply in that thread. Everyone stays in the loop.
Messages you privately:
Reply in Basecamp or with a quick call depending on urgency.
The executive summary: Your superpower
This is the only section executives reliably read.
So make it count.
It should include:
- Their goals.
- What we’ve done.
- What we’re doing next.
- Results, conversions, ROI.
- Budget changes.
- Dependencies.
- Time remaining in the project.
- What to expect next.
Make it:
- Clear.
- Bold.
- No passive voice.
- No “legal document” tone.
- No saying “their”, talk directly to them.
Executives want clarity, confidence, and direction.
The mindset: every minute should feel worth $50
When a client meets with you, they should feel like:
“This was worth my time. These guys are sharp.”
We’re here to run multi-million-dollar campaigns, improve people’s businesses, and give clients the confidence that they’re in good hands.
You do that by owning the meeting, start to finish.