Why every interaction is a sales call—and how to stop missing the mark
Last week, I had a full calendar: complimentary board career assessments, client meetings, prospect introductions, and even a few sales calls where people were pitching to me. Across the board, the pattern was clear—most people didn’t make a fabulous first impression. In fact, by the end of the week, I was mentally exhausted and, quite frankly, underwhelmed.
It reminded me of something I’ve said to my coaching clients for years: every single interaction is a sales call, whether you’re selling yourself, your services, or your suitability for a board appointment.
And yet, the fundamentals of making a strong first impression are being missed. Completely.
Let’s talk about what needs to change.
1. Preparation is Everything
I was stunned by how many people joined our meeting last week with zero preparation. No research on me, no background on Tiger Boards, not even a glance at my LinkedIn content—which is public, topical, and easy to find.
This lack of preparation isn’t just disappointing; it’s unprofessional. In sales, we were always taught the 80/20 rule: 80% preparation, 20% presentation. That same principle applies to every business meeting. If you’re connecting with someone—particularly if you’re seeking board roles or commercial opportunities—you owe it to yourself (and them) to do the homework.
Start the conversation with context:
“Hi Kylie, great to meet you—I’ve really enjoyed your recent post on Board Director trends for 2025 and your interview series on board career strategy.”
That one sentence shows respect, attention to detail, and positions you as someone worth continuing the conversation with.
“First impressions matter. Whether in person or on screen, they’re shaping our professional brand from the moment we show up.” — Australian Financial Review, on the evolving etiquette of hybrid work and digital presence.
2. Balance Talking with Listening
Here’s a coaching acronym that I’ve shared many times: WAIT — Why Am I Talking?
Many people jump on a call and launch into a monologue. But a great meeting—especially with a decision-maker—is about exchange. You need to talk and listen. Ask smart questions. Take notes. Reflect what you’ve heard. Active listening isn’t just good manners—it’s persuasive.
3. Clarity is Confidence
Another widespread issue? Lack of clarity.
If you’re unsure what you want to achieve in the meeting, the other person certainly won’t know either. Be clear, concise, and intentional. Are you seeking advice? A warm introduction? Feedback on your positioning for board roles? Know what you want before the call begins.
“Leadership presence begins with clarity. Know your message, own your intent, and communicate with purpose.” — The Australian Institute of Company Directors (AICD)
4. Present Yourself Like a Professional—Even on Zoom
Yes, we’re all still using Zoom and Teams. But no, that’s not an excuse to be sloppy.
- Dress professionally—even if it’s just a coffee catch-up.
- Light your space properly. Buy a ring light if needed.
- Frame your camera so your head isn’t at the bottom of the screen.
- Don’t take calls lying in bed, on your couch, or in poor lighting.
We are visual creatures. People make unconscious judgements in seconds, and if you don’t look like someone who belongs in the boardroom, they may never find out what you can actually contribute.
“Your video background speaks volumes. In the digital era, your professionalism is measured by your on-screen presence as much as your credentials.” — SmartCompany, March 2024
5. Professionalism is Still the Baseline
I know much of this may sound like common sense. But as last week proved—common sense isn’t always common practice.
Here’s what I know: I make a decision about whether I want to work with someone within the first minute of a conversation. And I’m not alone. Most board directors, investors, and executives do the same.
So if your first impression is disorganised, distracted, or unprepared—you’re likely closing doors without even realising it.
The Takeaway
If you’re building a board portfolio, seeking senior roles, or presenting yourself in any professional setting—you are in sales. You are the product. Your pitch is your presence.
Don’t just show up—show up ready.
This week, I’ll be working with many of my clients to refine how they prepare for and deliver their first impressions. If you haven’t audited your own presentation lately—now’s the time.