In the midst of an incredibly busy
calendar I found time this past week to attend a concert with my wife and a few
friends. It was a small venue show with a fairly well known group that plays
music in what has become known as jam band style. The average age of the
audience was early-to-mid forties and everyone seemed to soak in the sights as
much as the sounds. And so you’re probably saying “so what – what does this
have to do with sales?”
It was in this venue during a few
hours respite from my otherwise hectic schedule that I was reminded of two
lessons that every ‘A’ level sales person must remember.
Lesson 1: Never ever judge a book by
its cover. Come on, you’ve heard that saying since you were a kid just like me,
but yet again a clear reminder was presented to me on Tuesday evening. I would
never have imagined that I would run into a client, much less three clients, at
the concert. One in particular works in a very polished financial organization,
the suit & tie shop, and so I was a bit surprised to see him. While many, including
one of the men in his group, were wearing shorts and old Grateful Dead
t-shirts, he was in khakis and a golf shirt. That was not too surprising. It
was his friend, the one in the old t-shirt and cut off shorts, that was the
surprise. After talking a bit I became aware that this gentleman is the
chairman and CEO of a holding company with seven subsidiaries. He is the
majority owner. And, collectively, those seven companies are worth in excess of
$375 million. We had a pleasant conversation over a beer and he is interested
in meeting with me in early-July to talk shop. That’s right, the guy in the
Grateful Dead t-shirt and cutoff’s. So what’s the lesson again: Don’t judge a
book by its cover.
Lesson 2: In a similar manner, you do
not want others judging you. Another lesson I learned at a younger age, from my
time growing up in Baltimore and now having lived in the Cleveland area for
over eighteen years, these communities are small even though geographically
large, you will run into someone you know anywhere, any time, and certainly
when you least expect it. As I’ve mentioned in a previous post, ‘A’ level
sales people do not view sales as a job, but rather a career or lifestyle
choice. While you should never judge a book by its cover, you should always
consider there are eyes on you. Be yourself, be friendly, be in control. Have
fun, but remember that your actions may speak louder than words, and you may be
judged by your own cover.
A concert. A concert where I didn’t think
I’d run into anyone. A concert where I simply wanted to relax for a few hours.
A concert that I absolutely enjoyed and would go again (I hope to go again). A
concert that on a personal level reminded me of two golden rules in sales as a
career. Keep these in mind as you cut loose from time-to-time. I promise they
will come in handy.