Would you do this for new business?

I did once.

My colleagues and I had been going through a long and exhaustive new business marketing and advertising presentation to one of the nation’s largest transit authorities. Several C-level executives sat stoically in a row behind a long table, facing us. They were absorbing, but not reacting to our presentation. Not even after we’d been asking questions in multiple attempts at stimulating a conversation to encourage interaction.

They must all have attended the, “How not to show your reactions to vendors in a presentation,” training session.

It worked.

This went on for about 30 minutes. For our efforts we received . . . nada, zip, zilch,

In a presentation, you have to know how to read your audience in order to gauge and anticipate their responses. And sometimes, no response. Is definitely a response.

After such a long period with no interaction, I had enough and decided to do something potentially embarrassing. I stood quietly looking at the row of executives, turning my head slowly from left to right. Trying one last time to engage them. Finally asking, “What do you want me to do? Beg for the business?”

At that point, I got down on my knees. Folding my hands in front of me. Leaning forward. Placing my elbows on the table looking at the C-level team and literally began begging for the business.?

It was a tad unorthodox and definitely risky. Seven-figures risky. But the unresponsiveness of the C-level team, quickly dissolved, as everyone, including my surprised colleagues, burst into laughter.

Humor had collapsed the wall of silence.

Gaining our entrance into their decision-making and approval process. We were eventually awarded the business. A very large piece of business and had it for several years.

Was it precarious? Unprofessional? Potentially embarrassing?

Yes. All of the above. But, you have to have a “feel” for reading your audience and the moment. To quickly decide if it’s worth taking a calculated risk, one sometimes out of your comfort zone. Then knowing how to best execute it based on your feelings, experience, and intuition.

Guess that’s the carpe diem thingy.

How about you? Have you had any interesting situations that called for “out-of-the-box” solutions? (As an aside, I strongly dislike that phrase.)

#businessdevelopment #sales #presentationskills #softskills