The Penthouse Demeanor
The minute I began my presentation, I could see her facial expression change. She was known as a focused, no-nonsense, powerhouse who would quickly cut through to what matters in a presentation. Her charming persona masked, just slightly, her intensity as a businesswoman. She had the well-earned reputation of getting things done and the ear of the CEO of this multi-billion-dollar company. I was meeting with her as the CEO was keen on moving this project forward. She would make the recommendation. Her change in demeanor, during our meeting, signaled she was giving what I had to say her full attention.
In the preliminary meeting, before this one, her technical team warned me and my colleague she would be no pushover. An earlier pitch, from technology leader IBM, was seen as vague and unconvincing. It was therefore telling when minutes into my presentation, her facial expression seemed to convey equal parts curiosity, surprise, and delight. Then as I was speaking, I saw her mood change again. I would describe this shift as attraction. I don’t mean romantic attraction, but the silent, locked gaze a buyer gets when they have found what they want. She could not conceal it. At the close of the hourlong meeting, I left those offices, convinced we had secured a six-figure contract. A day or two later, it was confirmed. My company had been selected to deliver a suite of high-end, media amenities to a new multi-million-dollar, multi-purpose sports and entertainment arena. When I asked that senior executive later, what convinced her to award my group the contract, she said simply: “The elegance of the presentation.”
My pitch, presented with my colleague at my side, around a small round, conference room table, was far from elaborate. I had no PowerPoint slides, no video, and I did not use the whiteboard. I took the lead, describing in a clear, calm, confident manner our advice in achieving the telecommunications brand’s objectives. Their need was a mix of original streaming content, delivered to kiosk stations and screens throughout the arena, in a way that could be publicly positioned as delivering a high-tech amenity, luxury hospitality, and insider connection for fans. The new arena was being promoted as the most technologically advanced of its time. I was confident my small company could handle this requirement. My confidence reflected a yearlong exploration on how we might implement such a program. Although what we had in mind was not the most cutting-edge, behind the curtain, I knew no other company had a better solution that would be affordable.
I had prepared a printed, spiral bound document, consisting of mainly text, describing the task at hand. It spoke to our research and how we would approach the project. It was crisp, bold, and the solution I proposed was expensive. The day of the presentation I ventured out in the early morning hours for the five-hour drive to the meeting. I jumped in my car with the first stop, picking up my colleague who would be attending with me. With freezing snow in the morning forecast, we had decided it best to drive his Subaru, which was better suited to negotiate the snow should it stick. I planned to park my car in the garage of his apartment building. However, just a block away from his front door, in the darkness of the early morning, my car tires slid on a patch of black ice. I slammed my beautiful, gleaming, green Jaguar sedan into a streetlamp. Fortunately, I was not hurt, but with a big bill forthcoming to repair the damage, (surely in the thousands of dollars, even with the insurance deductible,) I made up my mind we had already won this lucrative contract before our travel began.
The declaration that we had already won, was a big, brazen, emotional shift, but I knew from experience that it could work magic. This demeanor put me in the right frame of mind to not be anxious, desperate, or go overboard in trying to win the project. Instead of being angry about the accident, questioning why and how it came about, I expressed gratitude for my safety, rejoicing in the fact there was not a scratch on me. I parked the car in my colleague’s garage parking space, and we got moving. I prepared myself mentally to conduct myself like we had won, and to hear from the prospect that we had won this lucrative contract.
I privately call this mindset, ‘The Penthouse Demeanor.’ I’ve named it after someone I knew who lived in a lovely Manhattan penthouse residence. This gentleman, who had a fruitful media career, was always composed, and confident. Earning millions in your work will do that for you.
My friend’s accomplishments aside, what was most instructive was how others responded to him. They had no idea what his bank balance was but could feel something about him that was magnetic. It was the feeling of success. His lack of anxiety, his decision to never get into conflict and confrontation, and the confidence in his walk, came through loud and clear. Without a word, he could tell whomever he met, he was a man of significance.
That day I assumed The Penthouse Demeanor, without even knowing it. It is a big reason why we won that deal. I have since internalized that approach which has served me for years. From stares from strangers, to being asked by waiters if they should know me, to being treated to drinks or dessert on the house in restaurants, to winning sizable contracts. The Penthouse Demeanor is my not-so-secret weapon – a measured, stable, elegant persona. Some might call gravitas.
Call it certainty. It is how you want to train yourself to feel daily. It will enable you to rise above both the routine and big challenges. It will become the most valuable asset in your business career.
Want to learn more about cultivating The Penthouse Demeanor? Write me: info@andretaylor.com .
At Taylor Insight we help luxury and premier businesses excel and grow by attracting, retaining, and growing with affluent clients. We provide exceptional strategic, marketing, sales, and service guidance, and a portfolio of high-impact learning programs.
