Partnering in pairs

EA Thomas

There I sat. Alone. Frustrated. Overwhelmed. With a feeling of failure on the mind, I plowed through what was in front of me. It was a plate of free food; a plate of misery that killed my confidence and crushed my spirit as if I were an ant waiting to be slaughtered by a size 12 boot.

Three days ago I went to a big corporate event for the first time hosted by one of my customer contacts. I showed up alone. My boss did not want to help me out. My co-worker who helps consult at this customer flaked out, leaving me to fend for myself. Most of the other companies invited to this event had teammates to talk to as they ate, and they felt comfortable in their surroundings. Me – not so much.

Along with the desserts I passed on the monster food tables, I had brought about 15-20 business cards with me to pass out. They ultimately did not leave my pocket. Why? After chatting with a few contacts I knew, I naturally just left. I felt like the kid during school lunch who everyone (about 10% of who I knew) just walked past without even a friendly hello.

Now, I know what you are thinking – I did not try to own the room. You would be right. Here’s the thing to understand about events (at least based on what I have learned) – if you are alone, you are weak in the eyes of a client. I was alone, therefore there was nothing I was going to do to change the perception. So why stay? To pass out business cards. Then I would look even more desperate and weak.

The moral of this story – if you are going to a large event and will be in the presence of different levels of business eyes, do not show up alone. Have a partner with you.

-EA

Sales Pitching Value

EA Thomas

I cannot count on two hands the number of times I have walked through a trade show and have heard the following (or something like it).

“You look like a good eligible candidate for some work on your gutters…..Can I ask you a few questions?”

I mean, really? I look like I need work on my gutters? That’s the pitch? Do you see me stopping to talk to you? Nope.

The consumer mind does not need a weak assumption or an incorrect hypothesis based on how they are strolling through a show. If I were pitching gutters this is how I would approach it.

“Excuse me sir. I know nothing about you except for the fact that you showed up at this show. Would gutter products be of any value to you?”

One way or the other the consumer is going to tell you something. They will either tell you about why they are at said show, or they will answer your question while making eye contact, which tells you that you are indeed relevant to them.

-EA