While working as an account manager for a Silicon Valley-based public relations agency, one of my responsibilities was to go on new business pitches with the agency’s president, Roberta.
After months of pitching John, the CEO of what is today a very well known, global technology company, Roberta and I finally secured a time on his calendar. It didn’t matter that our meeting would take place during John’s lunchtime; we were thrilled for the opportunity, as landing John’s company as a client would result in hundreds of thousands of dollars in annual revenue to our agency.
Shortly after being seated in the guest chairs in front of his desk, John walked in with his “to go” lunch in hand. After the customary introductions, Roberta began the pitch. I knew it was my time to participate in the conversation when Roberta side kicked my shin with one her high heels.
What happened next will haunt me for the rest of my life. While trying to communicate to John the value our agency could bring to his company, Roberta took a French fry from John’s plate, dunked it into his ketchup, and tossed it back into her mouth. Time came to a standstill; the awkwardness of the moment could have been cut with John’s plastic lunch knife.
John looked at Roberta as if to say, “Are you kidding me? Did you really just take food off my plate?” Then he looked at me with the same glare of judgment. He generalized that, if Roberta and I were business associates, I must be cut from the same cloth. I didn’t have to partake from John’s plate to be guilty by association!
As professionals, do we ever stop to realize how those with whom we associate reflect–either positively or negatively–on our personal brands? Are we conscience that human nature is to generalize, just as John did? Everyday scenarios include:
- Regularly associating with an eternal pessimist or your office’s “Debbie Downer”
- Partnering with or recommending a business acquaintance who you have not properly vetted or who is not well regarded due to a pattern of mishandled transactions
- Socializing with those who delight in feeding the rumor mill
When looking to enhance your reputation and grow your business, seek out those with whom you respect and aspire to be like, and begin to cultivate a relationship. Over time and by demonstrating your value, these new business contacts will introduce you into their social and business circles.
In the words of Will Rogers, “A man only learns in two ways, one by reading, and the other by association with smarter people.”
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