During a recent sales call, I found myself extremely frustrated. I was unable to get to my presentation because my prospective customer kept talking on and on about all their problems and issues. I just sat there politely and let them go on about all their wants and internal problems that they have been experiencing over the past few years. I was anxious and let my frustration show as I have heard this all before and wanted to get to my presentation and to my close. I knew exactly what the problem was, and the best way, from my view point, to fix it. However, the prospective customer was not stopping. They continued on with all their issues. Every time I tried to summarize their problems, I was given a new spin on yet another issue from another member of the group. This went on for 2 hours. I was unable to ever get to my presentation. 5:30 came and I had to get going.
I thought I had blown it. I was unable to show my presentation, my proposal was never presented, and I left dejected and angry. In that meeting I felt I had lost control of the situation completely. So I came back in a very reflective mood.

Determined to improve my presentation and speaking skills, I began to read and study. I asked myself why I let the situation get so out of hand and end in an unproductive manner. What I forgot to ask were these simple questions we should always ask before we walk into any sales situation. Am I adding value? What is my contribution today? What is it right now? One of my teachers, Benjamin Zander, emphasizes the importance of contribution.

“This is the moment — this is the most important moment right now. Which is: We are about contribution. That’s what our job is. It’s not about impressing people. It’s not about getting the next job. It’s about contributing something.”    — Benjamin Zander

Customers are always asking these basic questions. Hopefully you know what the answer is.

1) Who are you?

2) What do you do for me?

3) Why does it matter to us?

4) What did you contribute?

In this meeting, my contribution was supposed to be a listener, a business counselor allowing my patient to go through the cathartic process of discussion and revelation. And I missed it. I was so focused on my closing, and what I needed, that I neglected to actually listen and deliver my contribution to the client. Sorry to say we all make mistakes and sometimes even the best forget the basics.