Can You Spot the Best Printing Industry Salesperson?

Ted Buckenham. Great Point Nantucket Island.

Years ago I was talking with a client and he said, "We haven't been to lunch in a while. Let's go tomorrow." I agreed. We went, had fun, and pondered why we didn't do it more often. We talked daily but, somehow, skipped the easy thing of doing lunch together.

That day, we agreed to make it a standing date. Every Wednesday we would have lunch. Unless once of us had to cancel, it was set.

We honored our pledge. We met every week and loved the time together. Over time we settled into a regular restaurant too.

We picked a seafood place in Atlanta. The servers wore fish ties and the walls were decorated with photos of celebrities on fishing trips. The food was great and the staff grew accustomed to seeing us each week. Before we knew it, we had a regular table and managed to be seated regardless of how busy the place might be.

One day, our favorite server presented a gift to us. He gave each of us (my client, his assistant, and yours truly) fish ties like the ones they all wore. It was a big hit/laugh and we were now part of the team.

So ... mischief being a middle name, the three of us met at the client's home. We donned swim trunks and our ties. We stood by his pool and held an inflatable fish. We posed for an absurd photo.

Our plan was to share it with the server as a joke. I carried it by one day when I was in the area. The server asked to borrow it as he wanted to show the manager.

Imagine our surprise when we visited the restaurant next and the photo had been enlarged and framed. It was hanging on the wall behind our regular table. We were enshrined alongside Hemingway, Nicholson, Beatty, and others. It was hilarious.

Of course it was a hit. The client felt like a celebrity. He took regular calls from my competitors jabbing (complaining actually) about the photo. Anytime they visited the restaurant they had to tolerate the image of me with someone they wanted to do business with.

I did tens of millions with this client. I was able to name my price. I enjoyed a first look at everything they printed and participated in "what if" sessions at his agency weekly. We were partners for years.

Now, taking a client to lunch doesn't guarantee that the floodgates will open. But, being connected, socially, is HUGE. When you invest yourself in your client's life, you validate the relationship. When you enjoy each other's company it shows and it makes business easier. This “better than average sales dude” has made it a priority to do business with people I like, so the relationship is easy.

The weekly lunch was the best marketing I could do. I had him all to myself for 90 minutes every Wednesday. It was great. Getting in the head of my printing competitors was a bonus.

But, who was the best rep in this story? Me? I’d like to say yes but that would be unfair.

The best salesman in this story is the server. He guaranteed our visits would continue and they did. That’s no small thing given the number of choices available in a city like Atlanta.

Invest yourself personally. Make your relationships personal. AI can’t do that but you can and you’ll sell more stuff.