Because this blog is written for professionals, I have avoided using examples from product sales. But I like this story, and it makes a point.

My friend, Dan Morley, who always has a twinkle in his eye, owns a furniture dealership that was recently asked to bid on furnishing a corporate headquarters. Dan’s firm was shortlisted to present its capabilities along with several competing firms. His firm was given the last slot of the back-to-back presentations, an hour in the middle of the afternoon. Deadly!

Dan and his team arrived at the client site in time for lunch and went to a restaurant across the street. The waitress, obviously in her element, was talking with each of her customers and leaving most of them laughing. Harriet, for that was her name, asked Dan what his team was in the area for, and when she learned, she said, “That’s simple! Just tell them that the furniture is BE-U-TIFUL, that the price is REA-SONABLE, and that everyone will be HAPPY!”

Later, when Dan stood up to introduce his team, he was faced with four men with their ties loosened and sleeves rolled up sitting at a table littered with old coffee cups and stacked with materials left by his competitors. The clients looked exhausted. On the spot, Dan ad libbed, “We can give you the forty-five minute presentation you asked us to prepare or I can give you the five minute synopsis. Which would you like?” The clients stared at each other. They had been listening to presentation after presentation all day. They were sick of sitting and listening, while the dealers all praised themselves and their products. To a person they opted for the synopsis.

So, Dan told them about the waitress and how she said the job was simple. “And,” he concluded, “I’m going to tell you what she told us to say: The furniture is BE-U-TI-FUL, the price is REA-SONABLE, and everybody will be HAPPY!” Everyone laughed, and the rest of the meeting consisted of an informal give and take. The clients gave Dan’s firm the business, and the next day, Harriet received a large basket of flowers.

Here are some lessons from this story:

• Take pity on the clients you present to and remember that most presentations are long-winded and repetitive. The words Dan borrowed from the waitress made the same point that other firms had taken an hour to make.

• The clients didn’t doubt the ability of Dan’s firm (or any of the other firms) to meet their need. That being the case, they were now looking for someone they would like to work with. That is often the case when final selections are made. So, give them a sense of what you would be like to work with during your presentation.

• A client who laughs is half sold.

• A rainmaker recognizes good advice when he hears it, regardless of the source.

This entry was posted on Monday, November 3rd, 2008 at 7:10 am and is filed under Presentations, Rain making, Rainmaker Story, Sales Meeting. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.