Letting people know whom you know and whom you are doing business with can be an important strategy in promoting your business operation. After all, this is the basic idea behind using testimonials, referrals and networking. There is a downside to name-dropping, however, and when used inappropriately it can have a negative affect on your business and personal reputation.
Anything can be done in excess and with name-dropping; it does not take much before you start to sound obnoxious. It is a good idea to get permission before you announce that anyone or any business is doing business with you. Any referrals or testimonials that you use should come from the individual and you should have permission to use them. But, what about just letting names slip in casual conversation? This is the circumstance that most people think of when they think of name-dropping.
Ask yourself if you are being honest and whether or not you are accurately representing the nature of your relationship with the person you mention? Do you absolutely have to mention the other person or is an important piece in your conversation or “pitch?” Additionally, mentioning one person is quite different from mentioning a dozen in one conversation. That is definitely over-kill. Make sure that you have clear motivation and that you are not being sleazy or obnoxious in your name-dropping. Your prospects, customers and clients will pick it up if you are and it will make them NOT want to do business with you. Keep in mind that when others hear you dropping names, they wonder what you will tell others about them and it makes them feel uncomfortable about doing business with you.
You should be able to let your business and your work stand for itself, but we do have to make “pitches” on a regular basis. Get permission to use people to promote your business if you need to offer up referrals and testimonials—it will come across better than name-dropping.