How To Work A Room For Sales Success

Talking to Strangers may be our #1 FEAR…. but today’s sales people do it all the time.  Whether it is the hospitality suite, the chamber of Commerce mixer, the industry conference or the bleachers at the ballpark, most salespeople talk to people they don’t know.

It easier is when a commonality is established. Whether it is an interest in art, mountain biking, bridge or baseball or that there is a need for the product or service.  On the home-front, in the Rotary, at the Chamber or the industry meeting, there is something to talk about with each attendee, so the worries of the ‘icebreaker’ are eased.

In order to be effective sales professionals, we are expected to ‘work the room’ for business leads, contacts, alliances and customers.  What stops us is that 93% of adults self-identify as shy and that means most of the people we encounter at conventions, events, meetings and parties are NOT comfortable being there.   Whatever we can do to make them comfortable will enhance the conversation, so they are open to us and ultimately to our product and services.  And that should be our goal to make people comfortable with us and engage them in conversation.

BONUS TIP:  Save the sales pitches for a follow-up meeting or call.

There are some sales trainers who espouse the ‘do a needs assessment’ philosophy of attending events.  It could work in some instances but conversation that is an exchange, NOT a 20 Question grilling builds relationships not just information for a contact management program.

There are three roadblocks that stop us from working rooms, meeting, mixing and mingling. Fortunately, there are remedies for each that we can utilize to enhance our confidence and comfort in any room.  I call these roadblocks  ‘MOTHERS DIRE WARNINGS’ but fathers said them and so did teachers and neighbors. They often made sense in their day in certain situations but they don’t apply across the board.

The First Roadblock is a familiar warning: Don’t talk to Strangers.  That may be great advice in some situations, in some areas of town but just does not make sense at a client’s holiday party,  an industry event, a local meeting or an association fundraiser.  Nor does it work at our son or daughter’s soccer game, our niece’s graduation party or our own school reunions.

THE REMEDY:  REDEFINE the term stranger. Whenever we are with colleagues, potential customers or our personal networks, there is a commonality.  People do business with people they know, like and trust. Meeting them informally creates rapport, bonds and builds relationships if you have comfortable conversation.

Before we go anywhere, we need to take 10 minutes to think of who may be at that event, party or meeting and what WE have in common with the other attendees.  That is called homework and preparation and contributes to our comfort level and self-confidence.

There is a Second Roadblock. WE were taught that we should only talk to those to whom we have been PROPERLY introduced. And that made sense in those days… and in some situations these days but does NOT make sense when we are at the industry trade show, Heart Association fundraiser, a town meeting, a planning commission meeting or a neighbor’s daughter’s wedding.

THE REMEDY:  HAVE A PLANNED, PRACTICED SELF-INTRODUCTION. That introduction should be 7-9 seconds long and keyed to the specific event. How you might introduce yourself at a local business function may be very different than at your niece’s graduation. At a wedding, people just want to know if we know the bride or the groom and how! And that starts the conversation.

At a business function, it is best that we give the BENEFIT of what we do, rather than the title, according to Patricia Fripp, keynote speaker and acclaimed speech coach.  “When one gives the benefit, it allows the other person to be engaged by asking a question or making a comment and the conversation begins.”

The best salespeople are those who have conversations with customers and potential customers.  They do not have to worry about which sales technique they are using…  because the conversation builds rapport and comfort. People do business with people they know, like and trust… and around whom they are comfortable.

Alas and alack, there is yet a Third Roadblock. We were taught that ‘GOOD THINGS COME TO THOSE WHO WAIT’.  So very NOT true!  The RoAne version: good things come to those who initiate.

Whether it is the client who can give you several hundred thousand dollars of business… or the one who can give you a lead, the benefit of initiating the contact and conversation could mean you accomplish your mission.  Believe me, if you don’t say anything and WAIT, nothing will happen. 

Dr. Adele Scheele, who wrote Skills for Success and Jumpstart Your College Career, advised that we attend these events with a different mindset.

THE REMEDY:  ACT like the HOST, not the GUEST.  Hosts see that others are comfortable, they are welcomed and that they are INTRODUCED in a manner that is enthusiastic and respectful and inspires conversation among the newly- introduced.

The ‘age-old question must be answered NOW.  How do we deal with the forgotten names? At any event you will meet people who will recognize you and remember you. There is almost NO way for you to remember so many people.

There are 2 things we can do:

• Always offer your handshake and say your name.  Most people respond in kind and will say their name. Then none struggles with the forgotten name.

• Tell the truth.  “OH it has been just one of those days. So sorry I forgot, but could you help me out and tell me your name?”   We all have those days and forget even our own names and people are forgiving when we are vulnerable.

There is a third option/action: Multiple sensing.  Repeat the person’s name, look them in the eye while shaking hands and FOCUS on their face and the name you hear yourself repeat.  That will help the memory bank make that deposit retrievable in the future.

Nametags are useful and when possible, always have nametags at events and provide THICK markers for attendees to write their names.   The goal is to make it easy to SEE as well as read. I cannot see names written with skinny pens unless the person is right in front of me… and by then I cannot sneak at peak at the nametag without getting caught.

BONUS TIP:  always wear your nametag on the right hand side as that is the line of sight when shaking hands.

Remember:   93% of us self-identify as shy, and would welcome conversation with someone who is interested as well as interesting. And today’s sales professional is both.