September 16, 2003
Tabling at NYU
What
Sheena and I set up a table with flyers, a newsletter sign up form, a poster, and books. We had planned to table during orientation week, but the date was pushed back due to complications communicating with residence hall managers.
Goals
- Sell books
- Get newsletter sign ups
When
Tuesday, 9/16, 12pm-2pm
Where
Third Avenue North dormitory outside front entrance
Statistics
- 600+ people walked by
- 12 people stopped by and asked questions
- 0 people bought the book
- 1 person signed up for the newsletter
Ruminations/Lessons Learned
- Many NYU students don't like business. When I mentioned "business" or "entrepreneur" many students showed mild to strong dislike. Their faces looked like they had just eaten something bad when they heard the words. With one student, I just mentioned the word "entrepreneur" and he literally gave me the hand and walked away. Do people not realize that they will probably either create or work in an organization in the future?
- While I was walking to set up the table, my bag broke and 20 books fell on to the street. The student right next to me kept on walking and pretended like it didn't happen. Then a gentlemen crouched down and helped me pick them up saying, "Don't worry son, things could be worse." After he helped me, he asked if I wanted a free copy of the new testament. I politely declined.
- Almost everybody avoided eye contact with me and Sheena when walking by. However, almost everybody did look at the table and poster. I wonder what they thought when they looked at it and kept on walking. What would have made them check it out more? I'm going to look for articles about how to succeed with tabling.
- Spreading your message to a targeted audience when they are ready for it is crucial. Speaking may be a much better way to spread the message for the book because the event planners have already marketed the event and the people in attendance are already interested in hearing the message.
- Selling definitely isn't a strength. Sheena and I should shadow somebody who's really good at selling to learn how to do it better.
Next Steps
We are going to try tabling at a new location and apply our lessons learned.
Posted at September 16, 2003 02:49 PM
Michael, I often think of the following phrase when faced with a situation similar to your experience today. "Never try to force an 8 x 10 idea into a 3 x 5 mind." Many, if not most people are concentrated on filling their capacity with content but fail to expand their capacity to embrace new ideas and achieve things that they never imagined achieving. This greatly limits creative thinking thus hindering them to embrace your ideas and be truly open to your messages. People are shaped by their experiences and society. When you mentioned the word "entrepreneur" and the guy walked away, he obviously connected "entrepreneur" with negative thoughts--probably the word "failure" rang in his head because he couldn't see himself stepping out of his "comfort zone" to try new things. The sad thing is that people like him will most likely be that way for the rest of their lives and become slaves to others because they lack self confidence. Hang in there because there are also many who will be open to your message and embrace your ideas. Also, keep trying to develop those strategic partnerships. Have you heard anything from Amazon on whether they accepted your book? Good Luck!
Michael,
Selling is about persistence. Getting the metrics is great, getting them to buy is what it's all about.
It sounds as though you and Sheena had some clear goals that would have addressed your needs. To sell, you must address the prospects needs.
In this case, I would consider a poster that focused on improving their GPA or a plan for independence or "interdependence".
Perhaps, even offering 5 minute coaching sessions.
A provocative poster, asking what are your top 3 goals after graduation?
What are you doing to achieve them?
Standing up will get more results than sitting down.
Stunts do work.
Perhaps you and Sheena could have been making a scene and getting loud. People love to observe...
Thanks for your advice. I especially think the free coaching idea could be powerful. Sheena and I aren't the best sales people and I think many of your ideas would be a great opportunity to expand our comfort zone.
I also think focusing on more targeted audiences is important.
