Small talk, the ritualistic chat that occurs at the beginning of any meeting, is often about the weather, your trip from the airport, or the local sports team’s recent success or failure.
The single most important event in the sales process is the first face-to-face meeting with a new prospective client. If you think about it, the beginning of the most important event in the sales process is a big moment. Do you really want to burn it talking about the weather?
The ultimate strategic goal of a sales meeting with a client prospect is to be useful to the person sitting in front of you. There are ways to be deliberate and strategic about small talk in those big opening moments so it serves as more than just idle chatter.
So how does the age-old human custom of small talk fit into your being useful?
Small talk: a story
In the final month before I left my sales job in the banking industry, I was handing off my clients to Karl, my replacement. Karl and I traveled from Boston to meet David, the CFO of a large real estate company in Chicago. Seated in David’s office, we were waiting for him to arrive. He strode in ten minutes later and said,
”Sorry I’m late, I just got back from vacation, and there is a lot going on today.”
Karl says, ”Where did you go on vacation?”
David looks at Karl quizzically. (They have yet to even be introduced.) “We have a house a couple of hours north of here in the Michigan lakes area.”
“My wife is from Michigan,” says Karl, “We vacation in the Michigan lakes every summer.”
And then a conversation breaks out about this golf course and that renovated hotel — a conversation that I don’t participate in at all. And even though the point was to connect David and Karl, and that was exactly what was happening, I still remember sitting there feeling left out of their animated chat.
Small talk and being useful
To be useful you need to be able to dig into and understand your client’s situation. In order for you to dig, the person sitting in front of you has to be willing to answer the questions you ask. For that, you need credibility.
And small talk, if you’re just a little bit deliberate, can influence your credibility. In Never Be Closing we discuss three routes to credibility: shared community, professional process/protocol, and expertise/experience/knowledge.
Within seconds of meeting David, Karl was able to access a shared community; to connect with David around a mutual vacation spot. Was that enough to get him credibility? More specifically, was that connection enough that David would be willing to answer the questions Karl needed to ask to figure out how to be useful; questions about what was going on at David’s company right now?
The answer to that question depends on David and his approach to understanding people and situations. For some people, a sense of shared community provides enough comfort and credibility that they’ll happily move to the exploration part of the meeting. In any event, it was pretty clear that the shared community Karl discovered certainly didn’t hurt.
And yes, Karl was a little bit lucky. But, he wouldn’t have been lucky at all if he hadn’t paid attention, asked about what he was curious about, and disclosed his own connection to the Michigan lakes.
Karl made small talk big. Here are the small talk habits he practiced that increase the opportunities for connections to happen.
Five Steps to Making Small Talk Big
1. Follow your curiosity. Focus on what you are genuinely interested in. In the lobby, waiting area, or your client’s office, look at the walls. See what’s around you that piques your interest. The photo of the ribbon cutting? The artwork in the lobby? The trophy in the glass case? Authentic connection begins with authentic curiosity.
Find something you’re curious about, and…
2. Ask. Karl asked David where he went on vacation. Karl wouldn’t have had the chance to be lucky if he hadn’t asked the question.
Make it a habit to ask questions that aren’t about business, and to…
3. Make it Personal. It might be your only chance to access information about your client prospect that’s outside of their work role. Don’t waste that time talking about the weather and the traffic.
By making the small talk more personal, Karl was able to…
4. Disclose. When you tell something about yourself, it offers the person you’re talking to an opportunity to make a connection to you. Disclosure invites disclosure. Tell something about you, and you create space for your client to find shared community. Karl did both. He asked where David vacationed, and he disclosed his connection to Michigan’s lakes.
And, time is short so…
5. Start right away. The moment you enter your client’s building, start noticing what topics grab your interest. Small talk usually lasts for less than ten minutes, and begins when someone comes to the waiting area to meet you. Often, that person will be a part of the meeting you’re about to have. There are a multitude of conversation starters if you pay attention to what’s around you, and what’s happening.
When you know why you’re engaging in it and how it can help you run a more effective meeting, the habits that make small talk even more useful are simple and obvious. How simple and obvious? It boils down to this:
Ask right away about anything you see that you are curious about. And then explain why you’re curious about it.
By asking about what you are authentically curious about, and disclosing why you’re curious, you can find connections, access shared community, and build credibility. Credibility gets you to the next step in the meeting process. When your client will answer the questions you ask. Will effective small talk always get you credibility? Not necessarily, but it will happen a lot more if you are deliberate about trying.
The ideas from this post come from Tim and Tim’s book Never Be Closing.