Salespeople Are Always on Stage

At this time of year, you'll be reading articles in the business press warning you not to drink too much at the company party. But if you're a salesperson (or an owner-operator) you need to be careful all the time, not just at work.

by Brock Henderson Principal, Henderson & Associates [December 6, 2007]

We are entering a season of parties and socializing, and I'd like to deliver a timely a word of caution to all professional salespeople:

You are always on stage

As a salesperson, every word, every action, every deed is a reflection of you. Every time you are around people, your actions tell people whether or not they want to associate with you. If your actions are positive and considerate, people are more likely to want to do business with you; if your actions are rude, crude, and socially unacceptable then they will most likely avoid you like the plague.

Consider this scenario—you are with friends after work toasting the new year. Celebrating your past accomplishments, and boasting about how good the new year will be. You are happy. You are also quite possibly, boisterous, loud, and on the verge of being obnoxious.

Understandably, you are in a bit of a rush to meet your co-workers for a drink after work, but some moron takes the parking space you had waited for, so you give them a piece of your mind using very colorful language.

The room is crowded and noisy, so you push people out of your way to get up to the bar, but you don't bother to say "excuse me". After all, it's just a bar and everyone is pushing and shoving.

There is an attractive member of the opposite sex that you crudely hit on, then get upset when they reject your advances.

There is a person sitting at the table behind you that you keep thumping with your chair.

As you leave you have a few choice words for the idiot that almost hit you because you weren't watching where you were going.

What you don't realize is . . .

. . . the moron who took your parking space is the individual you have an important sales meeting with next week.

. . . the person you pushed out of the way to get to the bar was someone you've been trying to meet for the past six weeks.

. . . the attractive person you were hitting on is the vice president of marketing of your biggest client.

. . . the person sitting behind you whose chair you thumped all evening long is the same individual who called and left a message in your voice mail telling you they wanted a quote for a major project.

. . . and while you were screaming at the car that almost hit you, you didn't notice the group of people standing nearby that included the Chairman of a civics group you've been trying to impress.

Your behavior will be remembered by all of these people. The instant you walk into their office for that critical sales presentation you may not recognize them, but they will surely recognize you; and you have destroyed your chance to make a positive first impression.

Some prospects may be understanding, but most won't. Since you only have one chance to make a good first impression, you must be professional. You must be always "On".

Be careful, but have fun too!
You must always be aware of your surroundings, and always assume that potential future business is standing right next to you. How you act, what you say, and how you say it are always making impressions on everyone around you, and rude, unkind, or unprofessional actions could have devastating consequences.

By no means do I want to suggest that you should not relax and enjoy the companionship of friends and family . . . just don't get too relaxed. That person you are flirting with could be tomorrows sales call, so don't let the celebration interfere with good business sense.

May 2008 bring you all the Success, Joy, and Happiness you so richly deserve.

—End