You try to forget the many embarrassing moments in selling. Even so, one of my more uncomfortable incidents stays in mind 20 years later. Maybe that’s because I managed to salvage it — more or less.
Here’s what happened.
I was heading to New York for first-time meeting with a client I’d been chasing for two years. I had to leave Sunday evening for an appointment mid-morning on Monday.
The company manufactured several international brands of consumer products. They were known in their industry for doing things in a very classy way. Big, glossy ads. Elegant models with guys in tuxes.
It was an important meeting that could lead to a big opportunity. If I could get this company to endorse me to their distribution network, I could probably pick up a lot of new sales with relatively little additional work.
A Brand New Shirt for an Important Sales Call
This was in the early ’90s, before business casual. All the sales people in my industry wore suits and ties on sales calls.
I spent as much time as I could with my family before flying out Sunday evening. As I packed, I spotted a brand new shirt in unopened package on the shelf in my closet.
Perfect. My best and newest shirt, already folded for travel.
No point in sending it to the laundry before I wear it for the first time, I thought. It’ll cost me a buck, only to be washed, starched, pressed and folded into the same shape it was already in.
I tossed it into my suitcase and wore casual clothes on the plane.
Plenty of Neck Room
The next morning I put on my new shirt. As I fastened the collar button, I could feel that the neck was too big. In fact, it left about a one-inch gap between my Adam’s apple and the collar button.
I looked at the label. The retailer I ordered if from had sent me a shirt for a guy with a neck that was bigger around than my thigh.
It was the only shirt I’d packed. The one I’d worn on the plane the night before was dirty, wrinkled and too casual. No stores were open at this hour.
Would it look any better if I put on a necktie and pulled it as tight as I could?
Have you ever tried pulling the belt tight on a pair of pants that are too big? Well, this looked even worse. The knot sat about a full inch down from a neck. I looked like a juvenile vulture dressed up for Sunday school. (Doesn’t look at home in a suit.)
Goofy-Looking Sales Guy Faces a Tough Crowd
My prospect had a beautiful new office complex in New Jersey, just across the river from New York City. The building had big glass windows, a sleek, modern look. An attractive receptionist greeted me politely in the lobby. She didn’t seem to notice my shirt.
I wondered if maybe it wasn’t as bad as I’d thought. I went to the men’s room to check in the mirror. It looked worse than I’d remembered.
A well-dressed administrative assistant met me in the lobby and led me to a clean conference room. It had glass windows from floor to ceiling, original art on the walls, and a spectacular view of Manhattan.
My prospects arrived in the conference room one by one as I set up my projector for the demonstration. They wore starched white shirts with classy cufflinks and crisp, fashionable neckties.
Hot Fashion Tip for Unsuccessful Dieters
I could see they were looking at my shirt collar. I imagined a hint of condescension.
Once the entire group had arrived, they sat down and we got into business.
“Before we begin,” I said, “I’d like to share three hot fashion tips with you.” They glanced at each other. One raised his eyebrows.
“You’re a well-dressed group,” I continued. “You look very professional. But you don’t look like you’ve recently lost any weight.”
“Not that you look like you need to lose any,” I said.
“But if that’s a look you ever want to go for, I can tell you how to achieve it. You don’t even have to lose any weight.”
“You just buy shirts with collars that are way too big.”
They looked at me and then at each other. No one said anything.
Two Ways to Avoid Wardrobe Woes
“Now here’s my second tip. If you ever have brand new clothes shipped straight to your home, always try them on before you pack them for a trip.”
They smiled.
“And the third. Always pack a backup change of clothes. Unless you don’t mind walking into a business meeting looking like a knucklehead.”
Self-Effacement Saves the Day
They laughed. “I’m glad to hear you’ve got a good explanation,” one said. “When I saw that shirt, I was afraid to ask.”
We were OK after that. The meeting went fine. Within a few minutes they were kidding me about it.
Did I win the business? Partially.
Selling often disappoints your highest expectations. Luckily it also exceeds your lowest.
Stay fresh.
– Scott Silverback
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