5 ways to ruin your industry reputation

Sean Cheyney
Contact
follow this author

Media Planning & Buying Posted on June 18, 2008

Print
Share
Comment

Previous
5 of 6
Next

Be a stalker

Being tenacious is good. Anyone with any degree of success in our business is tenacious. It's an attribute that garners respect and a trait that I like in the people I do business with. That said, there is a difference between being tenacious and being a stalker.

The biggest stalker activity I see on a regular basis is when a rep calls me or one of the people on my team over 10 times per day without leaving a message. With our phone system, it lets us know when we have a missed call. When we see this many missed calls from one phone number, it's a sign that the rep lacks basic phone etiquette skills. It also keys us in to the fact that whenever we see the number on caller ID, the call immediately goes into voicemail. Once the rep finally does leave a message, it lets us know to avoid that specific rep as well as the company they work for.

The other common stalker activity is being over-the-top aggressive at a conference or trade show. For example, I've had instances where I've met someone for the first time and then been hard pitched to within 30 seconds of introductions. Then, throughout the entire conference, I'm pitched by this person over and over every time he sees me. The result is that I spend the rest of the show looking over my shoulder to avoid this person.

The key takeaway is that when you're at an event, take the time to get to know someone and what their business needs are. Don't go straight into an over-the-top aggressive media pitch trying to close the deal immediately. Ask for the business when it's time-and-place appropriate or you're going to find people literally running away from you.

Member Sign In

Not a People Connection member? Register here.

Your Email Address

Password

Keep me signed in for a month Forgot password?

Joseph Porcellini July 22, 2008 at 11:42 PM

Sean,

Well said. Companies need to spend more time training and retaining there sales teams.

As a publisher, we continue to stress the importance on Positively Outstanding Service & Treatment. In order to succeed the #1 thing we need to do is listen to our customers!

Thank you for your insights.

Zohra Parnell June 21, 2008 at 10:13 AM

Hello,

I am so empressed by the comments of the Author Sean Cheyney that even if you have made mistakes before, But as long you maintain your integrity and ethics to rebuild yourself a better and stronger way, that is amazing, never to give up, continue to walk until you get there.

Very positive notes.

Thank you,

ZP

Sean Cheyney June 18, 2008 at 11:00 PM

Adam,
Excellent points. It's easy to forget that job candidates are interviewing you as much as you are interviewing them. The same tactics that I use as a hiring manager I'm sure are being used to some degree by the people that I'm hiring.

Adam Kmiec June 18, 2008 at 10:02 PM

Sean

Don't forget about personal reputation as it comes to working with/for people. If you don't honor your word when you manage someone that information travels fast. It's a sure fire way to have top talent look the other way.

Adam

Gillian Kelly June 18, 2008 at 8:50 PM

Great article! As a personal branding strategist I continually talk about the value of your personal reputation to your business and career. Everything you do should be analysed to ensure that it enhances your reputation in the long term. Don't get caught up in short-term gain at the risk of long term loss. I think everyone should live by the 'first do no harm' principle. Act ethically and authentically everyday and the rest will follow.

Denise Zimmerman June 18, 2008 at 5:21 PM

Hi Sean,

I thought this was a great article and a topic that rarely if ever is addressed publicly. Valuable advice! Bravo!

-- Denise

Sean Cheyney June 18, 2008 at 1:19 PM

Thanks John. I appreciate your supportive comments. You and everyone at your agency have always been a stellar example of how to do things the right way and your continued success is proof positive.

John Durham June 18, 2008 at 11:31 AM

should be must reading for all entry level people at brands, agencies and publishers. Sean, as usual, you drive points home in a smart and engaging way

i have already sent this to several agency and publisher people with a note to go over in meetings, valuable stuff

and sent to everyone in our office and during our weekly staff meeting, will discuss!

John Durham June 18, 2008 at 11:31 AM

Tim Bottiglieri June 18, 2008 at 10:58 AM

Mr Cheyney, well said sir, lesson in business ethics, let's also include personal lives. Those that throw stones, eventually end up bruised themselves.

Sean Cheyney June 18, 2008 at 10:32 AM

Kip, Thanks for pointing that one out. You're right on the money. At least 2-3 times per week I get an introduction email from someone that includes an attachment so big that it clogs my inbox. The result is an immediate delete of future emails and voice mails from those people.

Sean Cheyney June 18, 2008 at 10:29 AM

Steve, I couldn't agree more with your assessment. Partnership is about the long term.

Kip Edwardson June 18, 2008 at 10:25 AM

And don't send attachments or use email to introduce yourself. To me, email is still very impersonal. A phone call always is best, and when you call ask if the person on the other end has 3-5 minutes to talk. If not now, set up a time later and then ask PERMISSION to send an email. When I was in PR, the rule of thumb when calling a reporter was to always ask how they like to get information from your company, and respect deadlines.

steve jacoby June 18, 2008 at 10:17 AM

RIGHT ON! I think if more people pay close attention to these key insights, we'll all be much better off. Doing the right "things” will earn trust and respect, doing the wrong "things” will lose you respect and business. These key qualities make up great partnerships, and great partnerships usually make for good business.