Lunch lessons

"In marketing, if you make a sale, you earn a commission; if you make a friend you can earn a fortune.” The many experiences of her high-profile life as managing director of DBS Corporate Services Private Limited and proprietor of My Beautiful Embroideries were related to the audience by Perveez Aggarwal in the course of a lively speech on "The Art of the Business Lunch” delivered at The Rooftop Rendezvous of The Taj Mahal Palace and Tower on the afternoon of July 18, 2007. Enterprising women from varied age groups and business backgrounds seemed keen to learn from the tips offered by Aggarwal, communications specialist Gautam (Garry) Gupta, author of the book The first 4 Seconds, and Prakash Bangera of Taj’s Zodiac Grill who gave a briefing on the world of wines in the educative session organized under the auspices of the Ladies Wing of the Indian Merchants’ Chamber (IMC).

"When you learn and practice the art of the business lunch, it will result in increased sales, it will cement relationships and make lunch the most productive and enjoyable part of your business day…People like to do business with people they like. You can make yourself invaluable to your clients by making them feel special and by treating them right. An accomplished host knows how to find out what the client is looking for and what are his needs…When we introduce a social situation into a business relationship we build a strong foundation for the future,” reminded the savvy lady.

She recalled the instance when unmarried (she was Pervez Rustamji then) and working for a travel agency, she hosted a business lunch for a client who in the course of his discussions referred to his neighbor’s sudden illness that required him to travel to London in the next 24 hours. With her alacrity and good contacts she was able to get the necessary documents in record time which created such a good impression that her travel agency was invariably recommended to prospective business associates for their expert advice and hassle-free travel arrangements. "Business starts coming automatically once credentials are established,” summed up the lady who came to be recognized as "an expert on traveling abroad in times of medical emergency.”

Top row (from left): Perveez Aggarwal, Gautam Gupta demonstrating a corporate handshake, on a guest; Prakash Bangera. Above: Surbi Tanna (left) and Poorvi Chothani

Yet another lesson that she wanted to convey was "Dress for success everyday and cultivate charming manners,” if you want to be a winner. She referred to the days when she and her husband Shamsundar owned Diners Club and how an unexpected overseas correspondent chose to interview her on a Saturday when "casual dressing” was the norm. From that day onwards she resolved to dress impeccably each day. A strong advocate of the sari, she recommended, "When shopping try an outfit or drape a sari. If your reflection does not make you smile — don’t buy it…” Plan your outfit and accessories the prior night with a good combination of color, pattern, style – the special touches that flatter you. "Remember we do not get a second chance to make a good first impression,” she added, "How you look and dress not only increases your effectiveness but it enhances your image which is the sum total of many features: the way you carry yourself, the sureness of your posture, the energy in your gestures, the fluency of your speech, your smile. Looking good means feeling great. You will be filled with vitality and confidence — the sure keys to success.”

"Never go hungry for a business lunch. You only go there to pay, not to enjoy the food. Your objective is not to eat but to multiply your service,” Gupta kept reiterating in the course of his engaging talk. Unfolding the scene of a business lunch, Gupta told the ladies in attendance to view it as a networking experience, an "interesting, informal way of making a structured presentation” or as a "drama, natak where the host becomes a performer or actor” or a film clip whereby a customer "establishes a picture in his mind which he can carry home.” Gupta urged the ladies to observe certain dos and don’ts at business lunches which the enthusiastic audience eagerly noted down: Don’t experiment with clothes at a business lunch. Look conventional. You must be extremely well attired with business make-up. Wear lighter colors in the morning. Darker colors may make you look slimmer. The fragrance you wear should be subtle and very pleasant. A woman is synonymous with beauty. Avoid gold as it can look tacky. Stick to silver. A smile should flow throughout. Both verbal and non-verbal communication are equally important. Body should be in an attractive, erect position. Don’t lean against the back of your chair.

Always make reservations in different restaurants (one Indian, one non-Indian) and find out from the client’s secretary his dietary requirements and preferences. Be at the venue before the customer or better still pick him from his hotel so that you get time to familiarize yourself and prevent confusion over venue and meeting point. "Never shake hands while sitting down.” A grip should neither be too hard nor too limp but a firm corporate handshake, Gupta demonstrated how to hold the hand and loosen the grip gradually just as a glove is removed from one’s palm. Talk should be laced with ‘would you’ and ‘could you’ which is the epitome of good etiquette, allowing the guest to exercise the option. Discreetly show your credit card to the waiter who will be serving you. Try not to pay by cash. Be generous with your tips for in America they are used to a 20 percent tip and in Europe, 15 percent.

Be selective in your seating arrangement for "you are not selling lunch but selling attention. He must know that you care about him.” Always address the client by the first name. Pronounce his name correctly. If you feel uncomfortable, use "sir,” but not "boss, chief or uncle,” all commonly used in India. "Between clarity and accent, go for clarity. If he can’t understand you he will hate you. Take the trouble to learn a few words in his language and read up on the culture, background of his region. Don’t try to pry into his pedigree and education. Eighty percent of your conversation must be about business and 20 percent about current news, Indian issues, spirituality, etc.

Touch him mentally, serve as his confidante. Listening skills are very important to a client who has so much to say. Ignite interest with a question and wait for him to give you feedback. Intrigue him with numbers. Arouse curiosity in a customer with one-liners. Convert your weaknesses into strengths. Subtly but vociferously talk about dreams, growth and expansion plans instead of the drop in business. Don’t intimidate him with your weaknesses but talk to him about your strengths. Think funny. Be ready with five healthy corporate jokes. "Be friendly but not like the best of buddies” otherwise he’ll not want to buy from you but seek discounts. "Never say ‘I don’t know.’ It means ‘I don’t want to know.’ Don’t hesitate to share your friends and business associates. Don’t have business insecurity. At a business lunch you must present a client with a personalized, exclusive gift that serves as a memento and ensures that he does not forget the lunch. Don’t let the customer get "frozen with that lunch.” Call him within 72 hours to reinforce your mission statement. If you call after two weeks he may have forgotten you and would need another lunch out!

The primary objective of a lunch is the anticipated revenue. Otherwise take him out for high tea. "Is he worth it?” should be a question answered at home and not at the restaurant. For the cost conscious, Poorvi Chothani (chairperson of legal and business affairs committee of the IMC Ladies Wing) too had some advice: If you want to control the bill, check the menu beforehand or opt for those which offer a fixed buffet meal. Whatever the bill, settle it with a smile. You can go home and cry.

The prospect of serving wine with a business lunch can become alarming for the uninitiated. Laid out on tables along either side of the dais were bottles of wine and glasses which Prakash held up from time to time to educate the audience. The order for wine must be placed after the food is ordered. Don’t give the list of wines to the customer as he may order the most expensive one. Over lunch, just order a glass of wine and not a bottle! Different wines are to be drunk at different temperatures to best enjoy the taste. White wine goes well with cheese and pasta. Wines that sparkle leave a lingering taste in your palate that goes well with Indian food. Red wine can accompany vegetarian or non-vegetarian food but should be avoided with fish. Holding the glass from its stem savor the wine. Don’t be in a hurry to finish your drink but keep pace with your prospective customer.

As summed up Aggarwal, "At a business lunch the most important input is not what goes into your mouth, but what goes into your ears…Always keep your ears open for the right opportunities.”