If you think it does not matter where you sit on sales appointments, you are wrong. If you think your customer is always “in charge” and will tell you where to sit, you are also wrong. Where you sit matter and . . . you do have a say.
Please note: This is written and intended for selling in North America. We understand different countries and cultures have their own “rules.”
Whenever you are in a selling situation and you sit across from your prospect (as the image shows above) there is a barrier (usually a table) that subconsciously says, “Do you want to fight about it?” This is one barrier that you can and should remove in sales. Our job is hard enough without barriers.
You see it in movies and on TV all the time. The perpetrator sitting on one side of the table… the D.A. absolutely drilling the perp into a confession. You have all seen the two sides of a divorce lawsuit. “Her side” on this side of the table with her barracuda of a lawyer . . . “his side” on that side of the table with his own shark . . . fighting over who gets the frequent-flier miles. It’s entertaining . . . in the movies.
In sales, it is critical to pay attention to your environment. Head on a swivel like a good NHL defenseman . . . watching your surroundings. You should take advantage of opportunities when they present themselves. Better stated, you should not put yourself at a disadvantage. Remove the barriers.
Any space (no matter how big or small) creates a barrier in sales – especially when you are across from each other. You have options when it comes to where to sit more times than you think. Do yourself a favor (if the setting presents itself) and never sit across from a prospect or customer.
So, where do you sit? Think of the space between you both. If it says, “Want to fight?,” then move.
For one-on-one sales appointments (just you and another person):
- At a round table: You at 12 o’clock and they at 3 or 9 o’clock
- At a square table: You on one side and they next to you (like at a restaurant – you would never sit across from a prospect at lunch or dinner)
- At a conference table: You at the head and they next to you. Or they at the head and you next to them
For sales appointments with more of “them” (just you and two of them):
- At a round table: You at 12 o’clock and they at 3 and 9 o’clock
- At a square table: You on one side and they (ideally) across from each other (so you are not across from either one)
- At a conference table: You at the head and they (ideally) across from each other (so you are not across from either one). Or one of them at the head and you and the other next to the head
- At lunch: At a table: Ideally between them. In a booth (remember, you and two of them): Ideally across from one and next to the other
For sales appointments with 2 or 3 of you and 2 or 3 of them (multiple people):
- At a round table: Stagger yourselves. Ideally you never sit next to your colleague. No need to appear to “gang up” on them
- At a square table: Stagger every other one. Again, no need to sit next to your colleague
- At a conference table: Stagger every other one. It’s best to mix and mingle (helps the bonding). Best thing to remember is to not make it look like “all of us” vs. “all of you” (do not take sides – leave that for the lawyers)
- At lunch: At a table: Stagger the table. In a booth: across from your colleague (next to your prospect)
For sales appointments with a prospect or customer sitting behind her desk (with two chairs in front of her desk)
- You have to pick a seat. Pick the one away from the wall. This way if you need to slide around to show her something you can do it with no barrier
Will you “always” get to play choreographer? No. It won’t “always” work out in your favor. But, now that you are conscious of it and paying closer attention you will have more opportunities to do so than you think. If it does not work out, no need let it ruin your day.
Remember:
- Remove all barriers
- Sit next to prospects and customers when possible
- No need to sit next to your own colleague (sit across and keep good eye contact)
It makes a difference.
