BtoB Sales - Please have a seat. But not this one.
As a sales rep, you’ve probably walked into countless meetings, instinctively sitting directly across from your counterpart. But have you ever considered how this seating arrangement might be affecting your negotiation outcomes?
Why it matters: seating isn’t just about comfort; it’s a strategic tool that influences power dynamics, communication flow, and your ability to drive the conversation. Before defaulting to face-to-face seating, consider these examples:
Historical reference: King Louis XIV of France, the "Sun King," would receive guests while seated on a raised throne, ensuring they were physically lower, reinforcing his authority and making them feel subordinate.
Personal anecdote: when I started my role in senior management in South Korea, my predecessor, now promoted, returned for a visit. To my surprise, he sat in his old seat, behind what was now my desk. I could have staked my claim like a lion marking its territory, but sometimes the best battles are the ones you avoid.
Film reference: in 12 Angry Men, seating arrangements around a rectangular table play a critical role in how jurors assert influence, form alliances, and shift opinions, highlighting the profound impact of positioning in decision-making.
Round vs. rectangular tables:
Round tables: promote equality, reduce hierarchy, and foster collaboration. They encourage open dialogue, making it easier to build rapport with clients.
Rectangular tables: emphasize power dynamics, especially when someone sits at the head, creating a more confrontational environment.
King Arthur and the Knights of the Round Table
Strategic seating tips:
Avoid direct confrontation: instead of sitting directly opposite your client, consider sitting side-by-side or at an angle. This shift transforms interactions from adversarial to cooperative. In larger groups, sitting on the same side as your customer signals that you’re aligned with them.
Leverage the power seat: in a rectangular setup, the head of the table holds control. If you choose this seat, do so consciously, or consider strategically conceding this spot to gain an upper hand elsewhere.
Maximize collaboration: in team negotiations, place allies nearby for quick, discreet consultations. Plan your team’s seating during rehearsals, not on the spot.
Take control of the room: seating arrangements are about setting the tone. Understanding and manipulating these subtle dynamics allows you to position yourself strategically, making every meeting work to your advantage. When entering a room with a preset arrangement, observe the intentions behind it. Don’t just take a seat—take control.
Final tip: in your next meeting, observe where people sit based on their roles. It’s always insightful.