Timing, Pints, and the Art of Selling the Vision

Let me take you back to a time when barmen had an arsenal of subtle tricks that rivalled the craftiest sales strategies in any boardroom. It was the golden age of the Guinness pour and the casual hand-off of a newspaper - an era before smartphones made us all our own worst company.

I was working in a bar - young, eager, and committed to delivering great customer service. A customer came in, ordered a pint of Guinness, and I served it up like a pro. Wanting to add a little touch of hospitality, I immediately offered him a newspaper. He gratefully accepted, sipped his pint, read the paper, and then, pint empty, he left. Job done, right?

Not so fast.

My manager pulled me aside and delivered a piece of advice that has stayed with me: "You gave him the newspaper too soon. Wait until he's nearly finished his pint. Then offer it. He’ll be more likely to order another drink while reading it."

At the time, I thought it was just a clever trick to keep the tills ringing. But over the years, I’ve realized it’s also a masterclass in timing, influence, and leadership.

The Newspaper Rule in Leadership and Customer Service

Leadership, like selling Guinness or a pen, is all about knowing when and how to deliver your "offer." Timing is everything. Here's how this lesson translates into actionable insights for leaders and customer service professionals:

1. Timing is the Key to Influence

You might have the best product, idea, or vision, but if you pitch it too soon, you’ll lose your audience. In the bar, the newspaper offered too early ended the transaction. In leadership, presenting your vision too soon - before the team is ready - can have the same effect.

Instead, observe. Listen. Wait until the moment when the team is receptive and ready for the next step.

2. Anticipate Needs but Don’t Rush Them

The art of great customer service lies in anticipation. Just as the right moment to offer a newspaper could lead to a second pint, the right moment to introduce a solution can turn a satisfied customer into a loyal one.

Ask yourself: What does this person need next? And when will they be most open to receiving it?

3. Sell the Pen, Sell the Vision

You’ve probably heard the old sales interview tactic: “Sell me this pen.” It’s not about the pen; it’s about understanding timing, context, and what the other person values.

Leaders sell their vision the same way. Don’t just show your team the "pen" (the product, process, or strategy). Help them see why they need it and how it serves their goals. And crucially, introduce it at the moment when they’re thirsty for it - just like that second pint.

The Funny Side of Timing

Looking back, I laugh at how eager I was to deliver “extra service” by handing out that newspaper too soon. Imagine if I'd offered a full meal menu while he was still halfway through his pint! It’s the equivalent of a leader drowning their team in grand ideas before they’ve digested the last one.

Leadership - and indeed customer service - is a dance, not a sprint. It’s about pacing yourself, observing the room, and knowing when to step forward with the next move.

So, the next time you're presenting an idea to your team, rolling out a new initiative, or trying to upsell a customer, remember this: timing matters. Lead like a barman - wait until the pint is almost gone before you bring out the newspaper.