My mother, Kathy, was an executive for General Motors for almost 30 years. During that time, and in pursuit of different roles throughout the company, GM transferred my family from Salt Lake City to Portland, then to Detroit and California, with a final stop in New York. To say that Kathy was loyal and dedicated to the GM brand would be an understatement.
Throughout her time at the company, Kathy would receive pitches from vendors, who were hoping to peddle their products. In one particular instance, Kathy agreed to meet with Ron and Bob, principals from a Chicago-based advertising agency who had a remarkable idea for the campaign launch of a new, Chevrolet vehicle.
Ron and Bob pulled out all the stops! They made lunch reservations at The Whitney, one of Detroit’s iconic fine dining restaurants, offered to pick Kathy up at her office, and had executed their ad concept in storyboard format to present at the meeting. It seemed as though all efforts had been made for the dynamic duo to make a fantastic first impression.
As the meeting day arrived, Ron and Bob pulled up to GM headquarters where Kathy was waiting at valet. Upon greeting her, they motioned for her to get into their car. Without hesitation Kathy refused, turned around, and walked back into the building. The meeting was officially over. Ron and Bob had pulled up in a Lexus!
Aside from the fact that Lexus is a competitor to GM and imports don’t bode well for an area of the country that derives its livelihood from the American auto industry, you can imagine the potential media recoil of a GM executive photographed in a Lexus!
As business professionals looking to refine our personal brands, it’s often times the small, seemingly insignificant details that send the loudest messages, like:
- Do you arrive to scheduled meetings early (not on time, but early)? Do you turn your cell phone off so it’s not an interruption? If you’re giving a presentation that requires audio visual equipment, is it set-up and ready by the start of the meeting?
- Do you know the correct spelling and pronunciation of the names of the individuals and organization you’re pitching? I can’t tell you how many times someone has called me Jon (when I go by Jonathan) in an effort to be familiar, or addresses me incorrectly in an email or letter. The take away message for me is that the vendor didn’t care enough to get it right, and if they are this careless before we do business, how are they going to operate once I’ve signed the engagement letter?
- Does your language mirror that of your prospects? If you’re pitching a law firm, avoid referring to the firm as a company or agency. Likewise, certain professional services, such as accountancies and financial planners, refer to those they serve as clients, not customers. Although the difference seems insignificant, it suggests you know little to nothing about the prospect’s business or industry.
Focusing on the small stuff can be enough to distinguish yourself from your competition. It can also be the one thing that gets you face time with Kathy Fitzgarrald (or your next client).
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Jonathan,
Well written and insightful! Like your mother, I’m also in the automotive industry, and specifically in BMW sales. During my years as “Client Advisor”, I was proud to address my customers as “clients” because I was providing a service as well as selling. While car sales is not a traditional professional service, a vendor keen on referring to our customers as “clients” indeed showed respect not just for the BMW brand and clientele, but also to the staff.
Good for Kathy. Her example taught you well. And it’s not only your first name that gets mangled. How many times have you heard your last name pronounced Fitzgerald?
Love reading your blog. Each time you provide another stellar take-a-way.
Such a great lesson!
Jonathan, your very logical and you ideas make great sense. I learn something new with every article.
Thank you, Dennis
Another great post Jonathan! Did Ron and Bob learn from their mistake?
You’re right on about how being early to meetings, events, etc. is so important! I always tell business people: if you’re on time, you’re late. The coolest thing about always being early is that it costs you nothing, yet it is probably the most significant action you can take to impress people. Many business people I know make the mistake of arriving late to events- this really hurts their PR! Likewise, answering a cell phone at any event is considered disruptive and rude. Setting up early is always the best way to go with any presentation.
Your other points about spelling, pronunciation of names, and knowing your prospect’s business are indeed very true.
Shawn McCarthy