Saturday Morning Sales

Kevin Latchford


What's In It For Me? - September 20, 2014

As a career sales person I’ve had the opportunity to attend many events as a means of client entertainment. Many years ago I was at the inaugural NASCAR race at Homestead (Florida). I’ve been to other NASCAR races, a variety of major league sporting events. I’ve been fortunate enough to travel to wonderful cities and dine in some of the best restaurants. And, most importantly, I’ve always, always, always been grateful. Sometimes I believe these fortunate opportunities were mine because of my role in sales. Other times I just feel downright lucky to be in the right place at the right time. Either way, I’ve also made sure to make the most out of each opportunity presented to me.


Not that long ago I was reminded that there is another side to client entertainment: “what’s in it for me?” I was shopping in Costco when I ran into an old client contact Joe. Joe left the client’s organization about 2 years ago to move onward and upward as he put it back then. While he was the director of marketing, he also worked in a sales capacity, and whenever the contract was up for renewal he would ask me for tickets to a Cleveland Brown’s game. That’s right, he came out and asked me, and made sure I knew something had to be in it for him directly.


As we continued to talk he explained that he just started another new position with another new company. He claimed he “didn’t get any good perks you know, tickets and stuff”, from the previous position. I couldn’t believe he was saying these things, but sure enough, there just wasn’t anything in it for him. Well, nothing other than his salary, commission, bonus, benefits and fantastic vacation package. So, he moved onto a new gig in hopes that he’ll get more perks from others wanting to do business with him.


This is a horrible position to take and one that sales people should be very careful of when dealing with a “what’s in it for me?” type of person. Sales people, even the best ‘A’ level talent, want to please a new or existing client. Whether it’s a nice thank you lunch at the hottest steakhouse in town or a couple of tickets to a game, saying thanks with a small token of appreciation is not a bad thing. Most clients are very receptive and do not take advantage. But some do.


Here are a few tips to help you avoid the “what’s in it for me?” group: after a nice lunch the prospect or client suggests another lunch at the same or equally higher end restaurant for the next meeting instead of at the office; when he asks if you can score him an extra ticket or two to the game; when she invites others to the dinner meeting that you’re paying for without telling you or even asking you; when instead of saying thanks for taking them to an event they say that it was good and look forward to the next event (on your dime).


I’m certainly not suggesting that you cease client entertainment. I’ve closed or celebrated some of my largest sales in such a manner. But, I do caution you to watch out for these “what’s in it for me?” characters. They can become a real drain on your time and resources and can keep you from being productive.

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