Guzzling cans of diet colas used to symbolize that we were the always-0n professionals. It was welcomed that we show up for an interview with a client with a can of diet cola in our hand. Now, I have ditched the whole prop, as well as actually ingesting so much of the artifically sweetened stuff.
I am not alone. According to Nielsen scanner data, reports THE WALL STREET JOURNAL, sales of zero and low-calorie soda dropped 6.8% in dollar terms during the 52 weeks up to and including November 23 this year. Here is the article in the WSJ, sub. req.)
The symbolism that is selling with our prospects and clients is that of self-caring. We had better know how to take good care of ourselves. We should interact with them in a calm, organized manner. They want our full attention. That means they don't want any sign that our minds or fingers on a smartphone are being shared with any other client. '
Beverage companies have to focus on creating the aura of a sip that refreshes. It has to carry health benefits, such as vitamins. And it can't clutter the environment with plastic, paper, or glass.