PPB January 2020

A s I sat in my car a couple of weeks ago, woefully stuck in traffic, I began to reminisce. I thought about how doing business is so much different today than it was 20 years ago. Back then, clients were happy to get a phone call returned within a week, as opposed to today where a 20-minute delay can sometimes make or break a deal. Back then we had to mail in artwork using UPS or FedEx, whereas today art is sent all day, every day by email. And deals were closed back then with a face-to-face conversation, not over the internet. As I laughed at myself for sounding so ancient, it occurred to me that many of the fundamentals of our business are still very relevant, and practicing them can help set you apart from the competition. 1 Never Be Late Or Just On Time. Arriving on time to a client appointment is late and it doesn’t reflect well on you. Make sure to arrive at your client’s office or meeting location 15 minutes prior to the scheduled time. This gives you time to gather your materials, walk to their office and arrive five minutes early. You would be amazed at how greatly such a small detail matters to your client. It tells them that you respect their time and thus you respect them. 2 Dress To Impress. You don’t have to wear a suit but just because your clients wear jeans to work every day doesn’t mean you should wear jeans to a meeting with them. The way you dress and present yourself becomes your identity—let it be a professional one. The old saying still holds true: You never get a second chance to make a first impression. The industry has changed with the times, but these fundamental sales techniques never go out of style. by Michelle Sherwin Keep It Classic 76 | JANUARY 2020 | GROW