If you have given enough sales presentations, you have likely seen “Dead Eyes."
“Dead Eyes” is the look you sometimes get from distributor sales reps during a presentation.
You'll have no doubt when you see “Dead Eyes." You learn to recognize it early.
Although I have never done stand up comedy, I imagine the “Dead Eyes” phenomenon is synonymous with a comedian “bombing” on stage. Maybe the only difference is that you don’t get heckled at a sales meeting. Although, silence is a very loud form of heckling.
Oh, I don’t blame the distributor reps. They see hundreds of winery/brand presentations every year. It may be gold to you, but it’s mostly tedious to them. All of us would like to think we have the magic combination of variables that create a successful brand, but the reality is that very few do. I am sure these sales reps are much like doctors in an emergency room. They become immune to overreacting to any information given to them.
Nonetheless, you will still desperately try to get your message across to these sales reps. You need to win their hearts and minds, and gain just a little bit of mind share with them to be successful.
You have to figure out a way to beat “Dead Eyes."
There are several methods to try to beat “Dead Eyes." Sometimes they work. Sometimes they bomb:
- Shock the Monkey-Treat the meeting like a hot-mic Trump interview with Billy Bush. Pretend you’re in a locker room, dropping F bombs with the boys about everything from the vineyards to the label. You have to have a certain crude personality to make this work, but you will make an impression. The question is will that impression be good or bad?
- Go Seinfeld-Try your hand at being funny. Problem is, you may turn out to be the joke! Get ready to be heckled.
- Brad Pitt and Angelina Jolie-Yeah, good looking people get more attention, just like rich people get better health care. Unfortunately, this method is only available to the physically gifted. It’s not available to most of us. I always wanted to be able to dunk a basketball, but that’s not going to happen either.
- What About Me-I always like to talk about what the brands could mean to the individual sales rep. Will they be able to make a living and support their families partially because they sell my brands? Are the brands easy for the rep to sell to his or her customers? Funny how people become more interested in what you are saying when you start talking about them and not you.