Sales pros hesitate to bring upbusiness at social functions. For good reason — if you met someoneat a party who said: “Hi, I'm an IRS agent” you might react thesame way people react to you. But you're better than thestereotype, and these tips can help you prove it. (Photo:Shutterstock)

You are a wedding guest. You mingle with strangers during thecocktail reception. You are broad minded, thinking everyone has thepotential to either be a client or refer someone.

How can you bring up business?

Let's put two scenarios out in the open:

Scenario one: You offer your hand and say: “Hi,I'm an insurance agent.” The other person recoils asif your hand was a red hot poker. Well, maybe not. They mightsay: “I just remembered — I need to be somewhere.”

Scenario two: You offer your hand andsay: “Hi.” You deliver your elevator speech. They look at you andsay: “Oh no, he has an elevator pitch!” They backaway.

Insurance agents and others in similar sales roles arecharacterized on TV and in movies in negative ways. If you metsomeone who said: “Hi, I'm an IRS agent” you might react the sameway.

You are better than the stereotype. The challenge isgetting the chance to prove it. Here are five strategies toconsider:

1. They ask first. If you say “I'm an insuranceagent” they will likely counter with: “I have one already.”

Your strategy could be: “I'm an insurance agent. Youprobably work with one already.” You stole their line! They might say: “Well, yes I do.” You could take this in afew directions:

• Change the subject: They haven't run away.
• Ask: “Are they there when you need them?” A closed endquestion.
• Ask “Do they take good care of you?” Another closed endquestion.
• Ask: “What do you like best about them?” An openend question.
• Ask: “Would you recommend them?” A closed endquestion.

2. Lean on the firm. They asked. You lead withthe firm name, then your role. “I work at AwesomeGuaranty. We're the one with the stadium.”

Now you've developed the sports connection. They might ask aboutthat. You might follow up with a specific part of your role. Inthese examples they might fit the profile, but you aren't saying:“Now that you asked, you just became a prospect.”

• “I focus on estate planning.”
• “I primarily work with teachers.”
• “Business insurance is my specialty.”

3. You ask first. You get the question infirst. They answer and ask the same of you. You answerbriefly, putting the spotlight back onto them. You know plentyabout different professions. Theirs is fascinating. You've alwayswondered about this or that. Draw them out. People liketalking about themselves.

4. Take an educated guess. This camefrom a Northern California advisor. Once again, you get thequestion in first, although it's more of a statement. “You looklike you might be a surgeon. Am I right?” Have a reasonwhy: “You seem very detail oriented. You are wearing acaduceus lapel pin, a tradition symbol of the medical profession.They might comment you are very observant. You've put thefocus on them. Choose a flattering profession: “You look like youmight be a trash collector” is the wrong way to go.

5. Highlight a non-work-relatedrole. You introduce yourself as the brother of thebride. You ask their connection to the wedded couple. Afterthat's over, you bring the conversation into professionalroles.

If it's not a wedding, but a museum reception, you mightsay: “I'm a volunteer here at the museum.” You might be aboard member, but you are still a volunteer! They might be avolunteer too. You have a shared common interest. You cantransition into: “In my day job…”

You are proud of your firm, your profession and your job.Because of stereotyping, it's easy to be assigned to acategory. You can maintain a degree of control over theconversation and make it a relaxing, pleasant experience for bothof you.

Bryce Sanders is president of PerceptiveBusiness Solutions Inc. He provides HNW client acquisitiontraining for the financial services industry. His book,“Captivating the Wealthy Investor” can be foundon Amazon.