Live on Stage… The Entrepreneur


“No, of course you don’t feel like it every night. Sometimes you just want to be at home with your kids. And bluntly, I hate touring. I hate the hotel rooms, I hate the travelling, I hate the unpacking. I hate it all. But then I go on stage. There’s me, the mic, the audience. And everything else melts away…”

“I can still remember the feeling. You’d pull up outside someone’s house – a ‘real prospect’ your sales manager had said. Invariably you were late due to them saying ‘take the second right’ when actually it was the fourth right and then left at the pub. It was raining, you wanted to be at home and you just didn’t feel like going in there and delivering your pitch. But you did. And somehow the disillusioned guy in the car always morphed into a charismatic salesman half-way up the garden path.”

Two views – ostensibly from completely different perspectives but both reaching the same conclusion. The first is my recollection of a remarkably well-known performer speaking when he wasn’t that well-known (and who certainly wouldn’t admit to ‘I hate touring’ any more). The second is a TAB member talking about an unhappy year he spent in very direct sales.

And the conclusion? I’m sure we can all recognise it. You’re fed up, you’ve done this presentation a thousand times before, the client won’t appreciate it anyway – but somehow something happens, a switch flicks at the crucial moment, and you’re fine. And it happens every time.

I’ve been taking some time off to be with Dan and Rory this week. As they’re happier with the Xbox as a companion I found myself reading about the well-documented problems in the F1 industry. This week’s GP is in America – land of the free and home of the salesman. The consensus there seems to be that F1 needs to connect with more potential fans – be more ‘personality led.’

If you’re running an SME then the words ‘personality led’ will be familiar to you – because that’s exactly what your business is. Despite the internet, Facebook, LinkedIn and a gazillion tweets a day, when it comes down to it people always have and always will buy from people. That means there’s no hiding place for the owner of an SME – which brings us back to the man waiting to go on stage; to someone sitting in his car outside a prospect’s house.

That’s you. You’re the one that needs to flip the switch. You’re the one who’s on stage every day. You may well be desperate for a day off from performing. But I’m sorry, your audience is stamping its feet, demanding the main act

And it’s me as well. I’m lucky that I’ve always enjoyed the ‘pressure of the presentation.’ Nestle used to wheel me out when there were difficult presentations to give to sceptical clients – and I revelled in the challenge. Why? Because I believed in the product – I genuinely believed that we had a great plan which would help the clients (and help us).

But I must have done thousands of sales presentations in my life. Surely I must be getting jaded by now?

Fortunately, there’s never been anything in my business career that I’ve believed in as much as TAB. Does that mean every presentation and every meeting is a piece of cake? Far from it: if I’m driving to a meeting with a potential member and I know that TAB would be perfect for her and she’d be perfect for TAB then it’s fine.

But there are plenty of other meetings with potential members that I do have to motivate myself for. Just as I know there are sales presentations and meetings that you have to motivate yourselves for – even though you believe passionately in your business.

So that’s the question for this week. How do you motivate yourself when you’re sitting in the car or waiting in the hotel lobby? What is it that flicks the switch and guarantees your absolute best presentation, every single time?

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