Over the weekend I ran into a gentleman I had not spoken to in a year or so. I run into him at a local coffeeshop every once in a while and we chat. But here we were in the parking lot of a big box retailer, both with our Covid-19 masks on in the 90 degree heat. The conversation eventually got around to our work and he was unaware that I had written a book on the subject of sales.
When I described the book as "sarcastic and snarky" he laughed and said something to the effect of, "Well, if you wrote it, I would hope so." He told me that he was still active but semi-retired and was considering a job offer with a local non-profit. If anyone would be great at the job he was describing it would be him, as he is great in a public relations kind of role.
With this in mind, I handed him a business card that I had with the name of my book and ordering information. I also mentioned that before the pandemic I was starting to do speaking engagements and sales training for some groups. He seemed interested.
As we parted ways I thought about what had just transpired. Even though we had our handy dandy masks on and I was in a parking lot, I was still networking and talking up my business, as was he. You never know when you are going to see someone you know and have a quick conversation about your work, which is why I'm always prepared. I keep cards with me (mine are in a holder on the back of my cell phone) and I have a short "elevator speech" that I have worked on over the years.
This happens to me quite more than one would think. Maybe it's because I have a sign magnet on the back of my car or I try to stay active on social media in regards to my business. In the case of the latter, I keep my content light and non-political, which is refreshing to most people. The goal is to stay "top of mind" in people's heads. As a result, it's not surprising when I have an acquaintance approach me in the grocery store or at a gas station.
When I worked for a large insurance company years ago, one of the management guys would quote scripture as a means to motivate and teach us. He would tell us that we needed to "keep our lamp on the stand instead of under a bushel", which I assumed to mean that we were supposed to be out and about sharing our message instead of sitting in the office. It's a good point, but I'm pretty sure Jesus wasn't endorsing our products, and that some of the other agents were agnostic. (Side note: There are a great many insurance agents who are very religious and feel that life insurance sales is a "calling".)
It's great if you go to networking events and meet people, but be aware that you will meet people in places all the time. I've gotten clients as a result of attending weddings, birthday parties, luncheons and other "non-networking" places. Being prepared to run into someone who may want need your product or service doesn't take a lot of work. Keep some cards available and work on a one minute talk about what you are doing, keeping it fresh with any updates like, "We recently started getting more calls about such and such."
I have never met a person in sales that didn't want a few more clients and I would never tell someone that I can't discuss work because I'm "off the clock". But I will get their number and tell them I'll call them back.
Chris Castanes is a professional speaker and author who helps sales people succeed through workshops and humorous presentations. For booking information, click here. He's also the president of Surf Financial Brokers selling life and disability insurance in several states. Please subscribe!
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