Make Money While Standing In Line

Ask any American salesperson about the “3 foot rule” and most will reply with about the same story. The "3 foot rule” means that you should speak to anyone within the reach of your arm, three (3) feet, or about one meter.

You should gracefully and gently introduce yourself and inquire about what they do. You will quickly be able to determine if you have a potential prospect in front of you, or if they may even be a source of referrals.

Where does this apply? Everywhere. In airports. In the grocery store. Standing in line for your driver's license. Standing in line when you pay for your lunch or dinner. It especially applies when you go to trade shows or other industry events.

I was once at a trade show in California with my Norwegian friend Aage. We were on the hotel elevator on the way to the show in the morning. Of course, the elevator was full of people wearing name badges. I noticed a guy wearing a badge from a company I recognized. Rather than waiting for the show to open and then going to his booth, I introduced myself and ask what he did with the company. It turns out he was the Director of Purchasing.

We spent the next 10 minutes together as we walked to the show and developed a good relationship. Before departing, I asked for an appointment for this afternoon, which he gladly accepted. This company later turned into a large customer. Later than night, my friend Aage told me this was “uniquely American”… a European salesperson would never be so “aggressive” in an informal setting like an elevator. I tried to explain these “informal settings” were many times the best opportunities to meet the right people. He shook his head in amazement.

There is a trick to this you must master. You must make yourself approachable. You must appear friendly and professional, and have a smile on your face. You must perfect the art of gently introducing yourself, and most importantly, you must be able to explain your business and your “value proposition” in a brief and understandable manner. Read more about value propositions here.

Important Points:

1. Be ready to gently introduce yourself to anyone standing within one meter of you, at any time.
2. Have a business card ready at all times.
3. Be able to deliver your value proposition in a clear and understandable way.
4. If you find someone of interest, offer them your business card first, with the statement “may we exchange business cards so I can contact you at a later date?” Offer them your card at the same time you ask that question.
5. Once you get their card, make a note on it as to where and when you met. (“Flight to Dallas, June 2”)
6. Follow-up with them immediately after you get back to the office.

You will of course meet many people that will not be good prospects for you. You will meet many new friends that may be good resources for non-business matters. You will likely meet new friends that will find new business standing in line beside you.

Dedicated to increasing your sales in North America,

Jim Worrell, CEO, The American Entrepreneur