You Don’t Have to Wine and Dine


You Don't Have to Wine and Dine 

You may think this is crazy, but I would be hard pressed to think of a time when I’ve taken a prospect to a restaurant as part of my sales process.  When this was discussed during one of our monthly Mastermind Group Coaching Calls, I said, “I know!  I must sound like a cheapskate!”  But the truth is you don’t have to wine and dine your clients to be successful.  I’ve never had to use this tactic throughout my more than thirty years of sales experience. 

There are many firms and manufacturers that give out free sports tickets, take their customers on hunting and fishing tips or arrange luxurious dinners and cocktail parties.  It’s considered a prize for top salespeople to accompany them. 

Personally, the idea of rewarding people who have already done business with each other has never made sense to me.  Providing value should be your bottom line, not distracting customers with flashy rewards or developing psychic debt because you took them on a cruise or sent them a flat screen TV. 

There needs to be a balance and some sort of exchange that sustains both parties.  I don’t believe in customer giveaways.  That said, I’ve participated in several road shows when people are invited to a nice location and we offer education to attendees.  I suppose that might seem like a vacation for some because the sponsor covers 60-90% of their tuition, their meals and maybe even provides something extracurricular like an off-campus event for social networking.  Years ago I remember being invited to networking events in a private suites during baseball games.  Even though there was a baseball game going on, the main focus was making introductions and building rapport.  

Even then, networking at a baseball game wouldn’t be my first choice concerning how I spent my money and time.  I think the first choice is to give people value and guidance that can help them make better decisions.  If money is no object, you can choose to spread the wealth a little bit; however, I wouldn't make it your entire sales strategy.  There is so much more you could learn or offer them within that time!

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Posted by Mark Jewell

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