You can read the latest of these over on the Wotzon website…

Sales. I think you either have it, or you don’t. We all know people who are excellent at it. I’m thinking of a very particular person – walk out of a meeting with him and you’ll find you’ve sold your soul for a kitkat, and are absolutely rapt at the deal.

By contrast, I’m the first to admit I’m a terrible salesperson. Give me something I’m excited about, and I’ll be able to pass on some info to people. But ask me to head out and sell something and I’ll hate it. And fail.

I’m writing this from the Bizzone Small Business Expo, which is at the TSB Bank Arena at the moment. It has been a bit quiet due to the torrential rain, which has given me plenty of time to observe the transactions going on around me.

I’ve seen a few different methods in action today. There are people taking the ‘pouncing’ approach, resulting in potential customers dashing through the stands like it’s a gauntlet. There are people taking the ‘stand and stare’ approach, which can be intimidating.  And then there’s the ‘over-the-top’ and ‘slightly crazy’ display of energy, which makes for great entertainment if nothing else.

There’s a fine line between appearing unfriendly, and just allowing people to absorb information in their own time. I felt like some stands had the mix exactly right, where others maybe missed out on opportunities by taking the wrong approach. But I guess every person is different, and what works for me isn’t necessarily the only answer.

For example, I thought Vero Insurance’s stand was great. They had a flashy game with prizes, they didn’t want anything from me bar a little interaction, and I walked away with a prize and pack which I actually did read later. Their objective was to make people aware of what Vero does, and because the game was based around different types of insurance policy, mission accomplished. They also had a guy in a shiny vest – essential element I reckon.

The expo environment is sales in a pressure cooker – everything is far more intensified, and everyone is making a real effort. But I think that, like with everything, psychology is the most useful tool. After watching and listening to the people around me (even those that didn’t have tons of money to spend on guys in shiny vests) the ones that did the best just used some old-fashioned psychology, and talked genuinely with people.

Approaching a stranger is a tricky thing, and some did it very well today. It sort of gives me hope that maybe it’s not just something you either do or don’t have, but that maybe I can still learn…

I still have a pile of tickets high enough to build a fort out of, so if you want to head along, let me know before the end of the day and I’ll drop you a double pass. And have a read of Jennifer Looman’s take on the Bizzone experience – from the expo-goer’s point of view.