As is often the case with these columns, my source material comes from the mundane existence known as “real life”. When that fails, I tend to make stuff up. Hey…I’m a professional writer. It’s called “artistic license”.
At the PPAI Expo last month in Las Vegas, I fell into conversation with a colleague who was at the show…attempting to find a new job. Yes, she was gainfully employed at the time we met, but was looking to better her position and standing in the promotional products universe.
Two paragraphs in, and I’m already going off-topic…albeit briefly. Yes, this column is going to be published in the promotional products industry’s most popular online periodical, but I always share it across several platforms…many of which are accessible to readers who are lucky enough to not be subjected to daily searches for Yeti or PopSocket knock-offs. I bring this up because I want them to keep reading, as this column isn’t geared exclusively towards my promo peeps. Okay…now back to our program:
The woman with whom I met…she came to me knowing that I’m pretty well connected within our industry and, as a so-called consultant (it’s on my business card and website, so it must be true) I should have the connections she might need in order to help make a move.
We talked for a while (hell…she was buying), which is crucial in this process. I needed to get inside her head in order to determine what she’s really all about and what would be a good fit or direction. You know…the usual ‘what are your hopes and dreams’ stuff. I get paid for this. I generally word the approach a lot better.
What struck me most about what she had to say was that she considered herself just a support person. In the first place, I didn’t care for that description. While that might be an accurate explanation of what her tasks might be, I told her that she should never qualify herself as just an anything. Support people are the backbone of any organization…from a promotional products business to a sports team to a rock band to a political party. Without support people, the rest of us are left floundering having to do some tasks which should never be left in our hands. Like me, in the kitchen. Beyond making coffee (brewed, please…it’s a talent), I’m essentially rubbish.
If I accomplished nothing else, I was able to rid her of the mindset that she was just an anything. In that we still had time scheduled for this meeting and I was still hungry, I delved somewhat deeper.
She loves the business we’re in, and the people and the products, but she’s just not happy with her current company. It happens, or so I’ve been told. She likes being the backbone of an organization (see…I already got her to change her mindset!), but could never do sales.
I stopped her, not only to let her eat while I spoke, but also to make a point. I reviewed her day-to-day tasks and determined that, like it or not, she was already in sales. Does she speak to customers? Yes. Does she interact with vendors? Yes. Does she attend trade shows like this, representing her company? Yes. Guess what, Sunshine…you’re selling.
Call it what you will, but just about each and every one of us is in sales. We represent ourselves, our companies, our families. We’re selling. In her case, the simple act of meeting me, in order to help her find another job…that’s selling.
Think about this scenario: the kid who works in your supermarket…the one wearing the company logoed shirt or whatever? Beyond the fact that he is a walking billboard (I’ve told you promotional products work!), he is selling every day he’s in that store, even if he’s pushing a broom or ringing up your purchase. He is a representative of that company, and he is selling that company to you, the consumer.
“Sales” often has a bad rap. Think “aluminum siding”, or “used cars”, and the image of the sleazy salesperson comes to mind. This below scene from the movie “Glengarry Glen Ross”, is often referred to as one of the greatest motivational speeches for salespeople, and is also how so many people look at those of us in sales. As I see it, that’s what gives “sales” a bad rap. We’re not all like that. Don’t let that image cloud how you see yourself as a sales person.
We all have a product to sell…even if it’s just ourselves. You are more than just an anything. You are you.
Mike Schenker, MAS, is “all that” at Mike Schenker, Consulting, where he assists businesses entering the promotional products industry, mentors professionals, and offers association management. He is a promotional industry veteran and member of the Specialty Advertising Association of Greater New York (SAAGNY) Hall of Fame. He can be reached at mike@mikeschenker.com.