Over the years, I've come to realize that talent isn't always enough to get you by in life. You might be a gifted designer, but if you can't talk a good game, sometimes a gig may pass you by. To keep working steadily in this wacky business of ours, you have to have an edge, something that makes you stand out, something that makes people remember you long after they've witnessed your talents on a production or shared a meal with you. You've got to have your schmooze down. Exuding Confidence
The Internet defines schmooze thusly: "To converse casually, especially in order to gain an advantage or make a social connection." I can't say it any better than that. Before you wow someone with your talents, you must be able to enlighten them with conversation and make them feel that bringing you into a gig they are involved with is going to be an asset to them. If you exude confidence, the first time you make contact with someone, they are relieved. They feel 100 percent better knowing they hired a pro, simply because you have schmoozed them.
For instance, two hours, ago I got a call from a friend who said, "Dude, I've got this guy who needs you. Can you give him a ring and give him one of those patented Nook raps that makes him feel confident?" This promoter had just booked a tour that has a lineup of 10 bands a day playing amphitheaters. They will sell 5,000 to 15,000 tickets per day to teens willing to jump up and down to anything new. The bands are ones you've heard of, but can't really name any of their tunes. But that's okay.
I rang him up and introduced myself. I didn't try to sell myself, I just rapped it down with him. I explained that I am the Nookster, purveyor of rock lighting, and I can make his show look amazing for not much money at all. He could sell his $20 tickets and still afford to have an amazing-looking concert that will satisfy everyone at the show. And, I said, I will fit the entire lighting system in 15 feet of truck space. I exuded confidence. I didn't even promise anything, because by the end of my five minute conversation, I had this cat convinced that picking up my phone call was the best move he had made all day.
I am not a salesman. That's a game which I have no desire to play. You may ask, "What are you talking about? Sales and schmoozing is the same thing!" Not in my world. I like people who can talk a good game, but they have to deliver and be witty. Most of the salesmen I know in the lighting biz are not witty. Sure, they pick up the check at the end of the meal, and they shove fancy bottles of wine in front of you, compliments of their companies. But if they are not truly cool, it's all just a free meal.
Good Fun
I love going out with the guys from Inner Circle Distribution, the dudes out of Florida that push Coemar, because they keep me laughing for hours. They even ask if they can borrow some money at the end of the evening to pay for the check. (Just kidding.) They entertained me until my sides were bursting and made me want to use their lights, not necessarily because they have a good product (they do), but because these cats are just such great guys. They take time out to hang with me. They schmooze, not because they want to peddle something, but because they want to live life to the fullest and enjoy their job. And I will remember that. Tomorrow I will call them and get some gear for the festival.
I haven't seen my buddy Timmy Brennan in a while. I have to call him next week when I'm in Vegas. He's one of the kings of good schmooze. I may not use his rental company for lighting too often, but I truly love the console he distributes. To be honest, I probably would have never thought of even trying this desk if I hadn't chatted with him. But he told me about it over a meal one day and then he shipped one to my house to check it out. He schmoozed me. In return, I have now convinced quite a few readers to check out this device he peddles. And since all my friends are starting to get addicted to this console, lighting companies are buying them. His good schmooze and $100 worth of sushi will turn into half a million bucks in sales in the next year. No joke.
A Fine Line
Now, there is a fine line between schmoozing and BS. I'm a grown man. I don't need to be stroked by another man. In fact, it pisses me off. And I can tell the difference between a compliment and a stroke. I already know that I have the skills to pay the bills and don't need my ego fed. In fact, it turns me off. In the art of schmoozing, one can go too far, and that's when I realize you are just a salesman and not my friend. When that guy goes to the can, we all make fun of him and order another 100-dollar bottle of wine on his tab while he's peeing.
One salesman I know always buys dinner for all the LDs who come to town. I once worked for the same company as him, and he would ask me to tag along to dinner or have me introduce him to other LD friends of mine who were in town. This guy was the Anti-Schmoozer, the king of brown-nosing. As the meal started, he would tell you how great that show you did looked last year (yawn). Then as the empty wine bottles grew in number, he would talk about himself continuously until you wanted to slice your wrists. I had friends call me the next day and say they would gladly rent my company's lights as long as I promised they would never have to talk to this dude again.
Walking the Talk
I know another wonderfully funny guy. He is a pleasure to be around, and he gets some choice gigs simply because he has his schmooze down pat. The problem is that he never gets any repeat clients. He'll design a big production while selling himself .The managements will slap his back on opening night while trying to convince themselves that they have done the right thing by hiring this dude. But in the end, something goes wrong, and the band is looking in another direction. He never seems to get hired back.
The moral of the story is, schmoozing can be a great attribute, but remember this: If you can talk the walk you can get your foot in the door, but it won't keep it open unless you can't walk the talk.
