Before our daughter was born, my wife and I would routinely meet at the house on Friday evenings, enjoy some wine on our deck in the backyard, and then determine whether we were going out or staying home. We had all the flexibility one could want. We could relax at home, go to a movie, go to dinner, meet friends at happy hour, or fly off to Paris for the weekend (we never did the Paris weekend, btw).
When we went to dinner, we typically would call other friends of ours that didn’t have kids and decide where to go. We’d go anywhere at the spur of the moment – Del Frisco’s, sushi, or a local pizza and beer place. We didn’t think about it and after years of this routine, we didn’t really appreciate it either. Whether we spent $35 on barbeque or $350 on steak, it was all the same. At some point back then, I got bored with going out to dinner.
Today, when we decide to go to dinner, we confirm plans with our baby-sitter and friends three weeks ahead of time, and decide on the place a week ahead of time. I spend three or four days exploring the menu and deciding what I’m going to eat and drink. I also think about some cool places we might be able to visit before dinner to feel like we’re doing happy hour again! When we arrive, the energy of the restaurant takes over. The smell of everything encompasses us. If they’re running 30 minutes late on our reservation, I’m thrilled because we can hang at the bar or outside. I annoy server with my copious questions about their IPA or their Cabernet or their broccolini or their seafood special. I take in every moment. Today, I love going out to dinner.
What’s the difference? Are the restaurants better in Orlando than they used to be? Do we have better friends? Of course not. The difference is the novelty of the experience. We used to take nights out for granted because they were readily available. Now that we have a seven-year-old and everything that comes with her, nights out are rare.
As we move into 2021 and beyond, in-person sales meetings will become more and more rare. Of course, they won’t be rarer than they have been in 2020, but we won’t go back to 2019 status. It won’t happen – customers have gotten used to being able to work with us remotely, so the routine lunches probably aren’t going to be so routine anymore. Our in-person meetings will become novel … and that means they will become significantly more meaningful!
What does this mean to salespeople?
It’s a huge opportunity for salespeople. Consider a typical server that took care of my wife and me in 2010. Regardless of how well they did, we were sort of bored with the whole thing. Today we ask questions and interact and practically become best friends with our servers … and their gratuity illustrates this. It’s the same with your customers. Your meetings won’t be routine anymore. When you visit, they’ll have real questions and real needs. You must be ready to answer that call and impress the heck out of them. Prepare a little more. Get a little more personal with your questions. Bring more ideas. Like I do now when we go out, take in every moment when you’re with your customers.
