A Woman-Owned Sign Company and Its Boys-Club Client

JESSICA FELT EQUAL parts anger, frustration and sorrow when her boss, Maxine — Max for short — the second-generation owner of Big Everywhere Signs in Anywhere, USA, handed off the Alpha account to fellow salesperson Kyle instead of her. Jessica had very good reasons to feel that way. Namely, her sales performance over the past 18 months was currently running 25% ahead of Kyle’s.

The six-person sales team for Big Everywhere Signs had been wondering who would take over the longtime, lucrative account once Charlie had announced six months earlier that he would be retiring. The Alpha account predated almost everyone working at Big Everywhere, dating back to the early ’80s when Maxine’s father “Big” Max owned and ran the company.

Though the tawdry tales from four decades before of “Good Time” Charlie entertaining Alpha clients at gentleman’s clubs in order to (help?) secure their business were a thing of the past — except for the endless retelling — more contemporary settings from arena skyboxes to cigar bars had served to codify an ongoing boy’s club. But Alpha bought signs, year after year. A great many from Big Everywhere Signs.

Jessica had begun lobbying Max for the Alpha account shortly after “Good Time’s” announcement. Though never directly discouraging Jessica, Max had remained noncommittal the past several months, stating she hadn’t made up her mind on whom to hand over the account to.

Now that the decision was made — and not in her favor — Jessica immediately strode over to Max’s office, where she was apparently waiting for her. “Jessica, come in … let me guess what this is about,” she smiled.

Jessica managed a quick smile in return before it more quickly faded. “Well, if you’ll be kind enough to explain it to me: Why did Kyle get the Alpha account when I’ve been outperforming him since before the start of last year?”

“Jess,” Max began. “We both know, the whole company knows that the Alpha boys still like their fraternity, even if it’s less ‘animal house’ than it used to be.”

“That may very well be how it’s been for years and how it is at present,” Jessica replied. “But it’s not the way it always has to be. I mean, come on. With all due respect, you’re a woman business owner in a predominantly male line of work. Your father trusted you enough to hand you the company.”

“Now hang on,” Max said. “I earned every move up this company having started at the very bottom. Then I bought this place from my father. It wasn’t handed to me.”
Jessica sighed and looked to the side.

“Besides,” Max continued. “I didn’t continue to build this company — including Alpha’s business with us — by messing with what works.” She saw the increasing disappointment on Jessica’s face.

“Look, Jess,” she said. “Let Kyle deal with their male shenanigans. You don’t want to have to try to play along with that stuff.”

“No, but I do — I mean, I would sell signs to them,” Jessica shot back. “And I could sell them more than Kyle if I had the chance,” before turning to leave the office.

“I’ll make it up to you!” Max called out as the door swiftly closed. Max exhaled, “Oh, damn…”

She turned back to the open laptop on her desk but couldn’t focus on the email she’d been replying to when Jessica had come in.

“That was the right call, wasn’t it?” she asked herself. “We didn’t build up decades of political capital with this client only to risk it by messing with what’s always worked, right?”

Nancy G.
Cleveland, OH

I have seen this happen in the last place I worked. Hired a guy that had three or four kids so that automatically meant that he would get paid twice what I was getting paid, when I had brought in one of the biggest accounts that they had ever had. The good-old-boy network is still around and thriving. The owner should have gone with the proven salesperson who obviously has worked with boy and girl customers in the past and knows that what the client really wants is someone who can give them reliable and fair service… Tickets to the ballpark are not going to make your client happy if the service sucks… Owner made a really wrong call in my estimation!

Jason A.
Cleveland, OHBrandon, MB, Canada

I would stick to the decision that was made, although this would not have been my original decision. I would discuss with both salespeople, individually at first, then together, to have this account handled in partnership, with Kyle taking the lead (probably on social) and Jess supporting (on the sales), but they would work both equally in front of the client. If commissions are involved, it would be 50/50. If we moved back to before the decision was released, I would have given it to my lead salesperson. I would discuss with Jess the issue I am seeing with the ‘social’ side of this client and either ask if she wanted support on this, or stated that support would be provided by Kyle. If commissions are involved, it would be 75/25, again with Kyle leading on the social aspect. The biggest issue that I see was there was not enough, if any transparency, and now Max has an issue to deal with.

Cindy G.
Placerville, CA

As [mine is] a women-owned business I know there is prejudice with men and women signmakers and their perceived abilities to “John Q. Public” or “Joan Q. Public.” Part of it is “free choice.” That’s what makes freedom so great. We don’t have to have one choice in a lot of things. We mostly, as consumers, get to have what we want when we want it. I think Max sees the big picture and wants to please the customer, which in turn keeps everyone working.

Mike W.
Lancaster, PA

Maxine should have arranged for Alpha to meet with Kyle and Jessica separately. Making the decision herself, she is now the “can’t win” bad guy. If Alpha wants the better [salesperson], my guess is that they would pick Jessica. If they just want a penis selling to them, that’s their call. In this case, Max should call a time out. Reset the conversation and call Alpha. Alpha is the customer; their input is crucial in this decision. Maxine is assuming they are sexist pigs, and is weighing her prejudice more than the business needs of her company. Eat some humble pie, Maxine, and make this situation right!

Mike C.
Murray, KY

Business exists to generate profits for its owners, not to change the culture. Kyle gets the job in our company.

Lisa H.
Mabelvale, AR

What happened to who is most qualified to service this client? So this is a gender decision and not a merit-based decision. Was the decision based on “good-ol’ boy” or fraternity-type behavior? Was the manager trying to protect Jessica or did the manager feel a “male” would handle the client better? If the client has so little respect and common decency for another person regardless of gender, then why would you want them as a client?

Patrick D.
Addison, IL

I think it depends on the personalities involved and I would want to reward the better-performing person the first opportunity, if possible … If this is an account with a long history, have the confidence that if they were dissatisfied with your choice of the new person, you would find out fairly soon and could make a change and not lose their business.

Ken B.
Fruitland, ID

I would have interviewed them both and challenged each with how they would handle the account and grow it. Depending on the responses given I would have awarded the account to the individual who I thought would do best with it.