We're working a big trade show. On this occasion, I had put in a 14-hour day. Because of a cocktail reception at the end of the day's programs, the 13th hour was spent drinking wine with a client.
Exhausted and moderately buzzed, I was approached by the senior sales executive of one of my rather large prospective client companies. He had been rejected by his sales team, who didn't want to see a new movie that was premiering that night. Who was I to turn him down?
During the 30-minute cab ride to the theater, we left the business talk at the hotel and kept the conversation light. So light, in fact, that I even remember using a curse word or two when describing my favorite baseball team -- the Mets. After the long drive, I requested a few minutes to smoke a cigarette before we entered the theater. We walked in and, much like a date, I paid for everything: the high cab fare, tip, tickets, drinks, and munchies.
By the time the movie came on, I was all out of gas and fell fast asleep in my seat, only to be woken up by my "date," who informed me that my snoring was disrupting the audience. I apologized and blamed it on the late hour, the drinks, and the long drive. He quickly excused me, and we continued to watch the movie. After a few minutes, he woke me up again, then again, and so on, and so on, throughout the movie.
We hopped in a cab, heading back to the hotel. At our destination, I realized I had spent every dollar on the evening's entertainment. I had to ask for help to cover the fare back to the hotel.
Well, at evening's end, right before we went our separate ways, he casually revealed to me that his belief system was the reason he neither drank nor smoked. I assume my crude language was also outside the boundaries of his normal behavior.
The event was a success for the firm, but not for me. That gentleman never committed to working with us. I lost a good prospect because I went the extra mile for him and, during that brief journey, undid all the miles I'd previously put into the relationship.
The Moral: Danny's date metaphor sets the stage for an obvious lesson. Be someone who prospects and clients want to hang out with, and you'll keep the wolves, those other selling suitors, at bay. With that in mind, go the extra mile yourself and send gifts or leave after-hours voicemails with humorous thoughts or thank yous so they start their next day hearing your voice. Build relationships like you're heading toward love, and your prospects will love heading into a relationship with you.
Sales from the Dark Side is compiled by speaker and trainer Dan Seidman. For more tales, visit www.salesautopsy.com.
