NOVEMBER/DECEMBER 2006
As the holidays approach, sales teams are gearing up for what can be the busiest and most exhausting time of the year. It can be hard to sustain holiday cheer when you’re simultaneously trying to meet year-end goals, make time for your family and friends, and make your customers feel special. By putting a little bit of thought into two standards of holiday celebration—presents and parties—you can ensure you make a positive impression on your clients and prospects and not come across as stale, unwelcome, and boozy as a holiday fruitcake.
The Perfect Present
At this time of year, workers begin trying to figure out the ideal gift for their valued customers. Over the years I have seen myriad gift types, from the proverbial fruitcake to charitable donations in the customer’s name. I’m sorry to say that almost everything has been done, and nothing much stands out anymore. All those breakfasts, lunches, dinners, and cheese-popcorn tins blend together, giving our customers high cholesterol and another notch on their belt when all the hubbub is over. Even if a company has a brilliant idea for a gift one year, it often finds that creativity hard to sustain the next year.
Perhaps true originality comes not from what you give, but when. One company I know chooses to celebrate with its customers at Thanksgiving, giving thanks for another year of their business. That certainly makes it stand out—and I doubt the customers expect another helping during December. Being a holiday early bird frees the sales team to plan the very important December visits, enjoy the holiday season, and prepare for the new year by setting goals and the strategies for attaining them. It’s also a time when the competition is busy delivering fruitcakes. Just food for thought.
Partying Professionally
Even though December brings fewer daylight hours, work days begin to extend long into the night with association, company, and customer parties. Newcomers especially wonder about business party etiquette: What do I wear? What do I bring? How do I behave? When in doubt, be professional, and you can never go wrong.
The trickiest issue often is alcohol. Err on the side of caution whenever alcohol is served. If you’re the host for a party, dinner, lunch, or even breakfast (if you’re serving mimosas, bloody marys, and the like), you’re responsible for ensuring that your guests get home safely. You never want to hear that a valued customer suffered in any way due to excessive celebrating at your event. Why create a bad memory? Take care of your customers like you would your own kids.
Even when you’re not hosting, be aware of how alcohol and “holiday cheer” can affect the behavior of coworkers, customers, and friends. If you’re worried about what you might say or do, stay sober. If you’re worried about the behavior of others, slip out before the nonsense begins. And if the post-party gossip starts making its way around the water cooler, steer clear.
Appropriate attire depends on the occasion and setting. My basic rule is, don’t wear anything less than you would wear to your grandmother’s funeral. (This rule doesn’t apply if your grandmother rode a Harley.) In other words, dress to respect the hosts.
Men can always wear a dark suit and tie, then remove the tie if they feel overdressed. Women have a bit more of a challenge. It takes too much time and dexterity to pluck the sequins off a dress one by one to make it basic black. When in doubt, simply call and ask about the attire. A business suit is always appropriate.
Some professional women tend to dress provocatively on formal occasions, but is that the image you want to present at a business event? You’ll end up with customers or coworkers who are thinking more about what you’re wearing than what you’re saying. I prefer to present myself as personable, funny, and interesting.
Networking No-nos
Arriving fashionably late is a faux pas at a business function. As a matter of fact, it’s best to arrive early and get the lay of the land. Most networking gurus suggest positioning yourself somewhere between the entrance and the buffet.
I always prefer to be near the beverage station, as most attendees make it over there at some point during the evening.
Not everyone has the ability to work the room, but anyone can be personable. That means saying hello when someone makes eye contact. Practice this behavior on people you see while shopping or walking down the street. If you see someone you think you know, approach that person and ask: “Have we met before?” If you are mistaken, no harm, no foul. Now you know someone new.
Make sure your handshake is acceptable as well. A good, firm handshake is important for both men and women. You would be surprised at how many executives have a really crummy handshake. Aim for something stronger than a limp fish and not so strong that the person winces in pain.
Remember that a party—especially someone else’s party—is not a contest to meet as many people as you can. Bring your business cards, but be selective about handing them out. You don’t want to look like an obnoxious salesperson who attends a function just for the networking, even if it’s true. (Or, worse, people will think you’re running for office.)
If you do make a few good contacts, follow up immediately with a letter or note card. Why use such a slow form of communication? Because people can easily delete a phone message or e-mail, and repeated contacts in those media can make you seem like a pest. In contrast, a handwritten note makes it look like you went the extra mile.
’Tis the season to see your customers, get the pulse of the industry, ask for leads, and visit your existing accounts. Make the time you spend away from friends and family worth your while by meeting new people and behaving professionally. Otherwise, like a fruitcake, you might become just another holiday joke.
—Judy Ferraro is president of Judy Ferraro & Associates, a sales development and training company based in the Chicago area. She has more than 30 years of professional sales experience, including more than 20 years in the scrap industry. As a hobby, Ferraro worked in Chicago’s improv and stand-up comedy circuit for several years. Her approach to sales training combines sales techniques with listening skills while making sure everyone has a few laughs during the process. Reach her at 630/243-6860 or judy@judyferraro.com.
As the holidays approach, sales teams are gearing up for what can be the busiest and most exhausting time of the year. It can be hard to sustain holiday cheer when you’re simultaneously trying to meet year-end goals, make time for your family and friends, and make your customers feel special.