Using Sports to Connect with Customers: Case Study #2

2XPM84CB4EE6 Since opportunities to connect with customers can occur just about anywhere – your office, their office, on the phone, at a restaurant, on the golf course, at a Happy Hour, etc. -- it's important to consider where the communication is taking place. In most cases, the scene can influence your choice of an opening question or observation.

Here's how Ashley, a pharmaceutical sales representative, maximizes sales visits to a particular customer:

“There’s one dentist's office I call on that makes it really easy for me.  All of the staffers are huge fans of everything... During baseball season, they’re wearing baseball stuff, football season, football stuff, hockey season, hockey stuff. They say they do it to connect with their patients. But, it makes it easy for me, too.  All I have to do is say something like, “Are you happy with the team this week?” And, they’re chattering away. Then I bring out my samples, and they’re ready to listen.

Ashley’s wise to piggyback on the same strategy her client uses to make their patients comfortable. It doesn’t get any easier than that!  In fact, any sales rep who wouldn’t pick up on the sports clues and use them to their advantage should consider a different career.

Sports & Sportsmanship Drive Many Businesses

Some may find it hard to believe, but sports can play an important role in the success of many businesses and organizations. (So, this may be the best reason why you should have a solid understanding -- or at least an appreciation of -- sports).

For one thing, sports conversations can have a positive impact on boosting morale. A 2006 research report about the impact of sports on the UK workplace, commissioned by the global recruiting firm, Hudson, found that:

63% of men and 52% of women said that sporting success (i.e. their team winning) has an impact on their approach to work.

47% women and 40% of men said that sporting success lifts their mood and makes them more productive in their jobs.

 A fifth of the men said sport increased their motivation at work compared to 12% of women. Only 3% said that sporting success is distracting and makes them less productive.

Plus, the culture of sport is woven into the daily goings-on of many businesses and organizations. Here are some of the things we've noticed: Managers typically arrange employees into teams. Meetings and conversations are peppered with sports analogies or terminologies, and competition between employees is encouraged. For example, employees are referred to as “team members.” Certain key team members may be designated as “captains” while back-up team leaders are known as “on the bench.” Meeting goals or falling short are characterized as “wins and losses.” When team members need direction they are “coached” rather than addressed. Instead of meetings, there are “huddles.”

In some cases, people who don’t have a basic understanding of sports might leave a meeting not knowing exactly what to do.  For example, if a sales manager said, ‘We need to use a long-pass strategy now,’ how many around the table would have understood he was directing them to shift their focus away from small accounts? 

Finally, the conduct and attitude considered as befitting participants in sports, i.e. good sportsmanship, makes for good business practices, too: things like fair play, courtesy, grace in losing, persistence, confidence, teamwork and mental toughness to name a few.

It’s Not Just About the Stats… Sports Pop Culture Counts, too

Obviously, talking about any game is always a great conversation starter, but there are other ways you can engage a sports fan.

General sports pop culture is rich and makes for great (and fun) conversation. There’s good chance you’ll know some, even if you don’t follow sports. For example, which is your favorite Super Bowl commercial from last year... or all time? How about your favorite ESPN commercials, for that matter. (If you have a spouse, friend or child who watches that channel, you know what we’re talking about.) Never seen one? Then you’re truly missing some funny stuff. 

Lots of people have a favorite sports movie (Hoosiers, Field of Dreams, Caddyshack, Bend It Like Beckham, A League of Their Own are just a few...) – which do you think is the funniest, lamest, or most memorable?  Or, what are the best (and worst) songs played at stadiums during sporting events? Rolling Stone Magazine published a list of the top 10 songs played at stadiums a few years ago. How many do you know?

Like all great sports topics, each of these can be the subject of great debate. So, listen up. You may be surprised to find you have an opinion.

Finally, taking customers or clients to lunch at a sports-themed restaurant is an easy way to make them comfortable, and can give you lots of fodder for conversation. But, you may not even have to talk about sports at all. Instead, watch whichever game your guest is watching on the myriad TVs all around the place. Just that simple indulgence can set a receptive tone for your true business agenda when the food’s served.