Saturday Morning Sales

Kevin Latchford

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I Went To A Concert - June 14, 2014

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.  

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