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The Real Partner Is Your Customer

Venture Capitalism. Vulture Capitalism. When I hear those words, I immediately envision business owners whose top priorities are their investors exit plans, and subsequently are serving their investors rather than their customers. I’ve been a business owner long enough to see the effects of vulture capitalism within my industry. The landscape is littered with our competitors’ corpses and lingering bad business practices. And what’s left to show for it? Customers picking up the broken pieces of a defunct service agreement. It’s sad and very recognizable to see customer service go by the wayside… and even more disheartening to see how the customer becomes the ultimate victim of it all.

What’s the Real Cost of Doing Business?

I won’t deny that making money is a good thing… actually it’s a great thing. However, with the acquisition of new customers comes a reality beyond the money. The company and consumer should fully understand the benefits of partnering and look forward to a long relationship. You both have, in a sense, invested your time, money and energy into each other so making the most of your partnership should be the goal. There’s a responsibility to onboard customers truthfully, realistically and with respect. Desired client acquisitions should be viewed as relationships that are forged for the long haul, not a one and done that satisfies the immediate need to look profitable for your investors’ exit plans.

All this said, there are times when investment money can be a savior to your business. Necessary and ongoing software development, sales and marketing, and operations can be what is desperately needed to help your business not only survive, but also endure. In these situations, investigate your options thoroughly and don’t leap before you know the extent of your potential partners’ involvement and understanding of your industry, competition, business and long-term goals. The more aligned you are with the investors, the more likely you’ll find a harmonious and successful working relationship.

Don’t Judge a Book by Its Cover

Research tools are available for consumers to investigate a product or service prior to purchasing, but many people fail to use these to their advantage. It’s important to dig deep to uncover any hype or misrepresentation. As human nature goes, people will be dazzled by the shiny object. The perception being that what appears to be a duck and presumably quacks like a duck must be a duck, even if we’re not totally sure what it is. This mentality can easily happen in the minds of consumers, because they believe what is large, expensive looking, flashy, and presumably the next best thing, must be what they should have.

Peeling back the layers and looking deeper into our perceptions often reveals the truth and accuracy of what we believe to be real, and with that a clearer picture of what is actually in front of us, is revealed. Consumers don’t want to be misled and certainly don’t want to spend their hard-earned money on a bill of goods, but when companies invest large amounts of money on marketing that causes misdirection, consumers can be made to believe in brands that will not or cannot deliver on their claims.

It’s important to vet out all brands and fully investigate their worth. Look beyond the pretty pictures. Ask tough questions. Dig for the truth and do not settle for being misdirected. It’s easy to settle, but ultimately when you do that, you have conceded control of your money and fate, along with opening yourself up to the disappointment of poor service, payment for an over-rated product and years of frustration trying to divest yourself of the albatross around your neck.

Reputation Management

In today’s world where nothing and no one can hide, apathetic interests are quickly identified and exposed. Companies that continue to practice a narcissistic philosophy, are myopic at best. To live today without worry of tomorrow is tantamount to extinction. This form of self-centered thinking holds customers in low regard with businesses believing buyers are not the reason the doors stay open and lights remain on… after all, they have millions from their investors for that purpose.

Areas that should never be overlooked or neglected are customer referrals and authenticated product reviews. Both of these speak fathoms about your business’s reputation and matter to any organization that is consumer-oriented. Further, they’re likely a critical part of the customer pipeline. When consumers review sites such as Angie’s List, Home Advisor, TrustRadius and Capterra they should be looking for feedback from other people’s experience to guide their decision making.

And most importantly, take time to think about the type of pipeline you’re developing. Attempting to bring on new clients by whatever means necessary, especially when done to satisfy investors, is a house of cards that will eventually collapse with calamitous results for the customer.  If you’re paying your customers to refer business to you or to write unsubstantiated reviews, you’re building a pipeline of business under false pretenses; this is a dishonest practice and a conflict of interest, and it will backfire with negative results. Having brand ambassadors who have a vested interest in the success of your organization because they realize the mutual benefit of using your product or service is more valuable to you, in the long run, than false reviews or paid referrals for new customers.

Take a Lesson

There are a lot of great business leaders in this country. Some of which conduct business with the highest of moral standards. They see the value in a win-win situation and recognize the long-term benefits of ensuring everyone with a seat at the table is well served.

Ben and Jerry’s is a fine example of this. The core mission of their business aims to create linked prosperity for everyone that’s connected to their business: suppliers, employees, farmers, franchisees, customers, and neighbors alike. They know that when these stakeholders win, they win too. This philosophy creates enduring and satisfying results for everyone involved. Partnerships that are structured in this manner make doing business with each other a joy, and less likely to dissolve due to unfair or deceitful business practices.

When it comes time to consider your potential partners’ business philosophies, consider their history of doing business with other companies. Do they have a reputation to churn and burn? Yes, this partnership may infuse money into your business, but keep this in mind, their exit plan is the end goal and always top of mind in a churn and burn situation.

At the End of the Day

I like to believe that “good guys” can finish first in business. Good business people are those who are not self-serving, but are people who understand who it is that they serve, and they serve them well. This understanding is important because it puts motivation into context and gets priorities straight. Everybody wins in this situation. Companies make money. Customers get what they want and hopefully, return to buy more. Companies that conduct business with their customers in mind, will in turn, be top-of-mind to their customers.

I don’t profess to tell other companies how to conduct business, however for my company inviting in capital investors has never been an option. I choose to work with people who believe in the mission, vision and values we’ve set forth as a company. Capital investors are more concerned with how their exit plan will manifest and are not focused on the endurance and critical needs of the organization as a customer satisfaction machine. This should not be where your attention is focused. Your customer is the true partner.

Photo Credit: ratingbet2 Flickr via Compfight cc

Reputation Management — Building Your Brand!

People are often surprised by what they hear that has been said behind their backs….! I emphasize as part of my Reputation Management theme, the better one manages his or her reputation, the less likely such surprises will occur.

So what comprises a reputation? I stress it is so much more than one’s professional expertise and academic accomplishments. It includes attitude, approachability, verbal presence, sense of style, reliability, attention to detail, kindness, flexibility, global awareness, business etiquette usage, ability to mix and mingle, etc.

We admire those who always seem to know what to say and how to say it and we cringe as we hear someone put their foot in their mouth. We are thankful for those who deliver as promised, but our stress levels increase while waiting for those who repeatedly give excuses.

We enjoy working among those with positive, can-do attitudes as we attempt to avoid the whiners, the mean-spirited and snarky people.

Approachable people make us feel welcomed and acknowledged as their body language is inclusive rather than avoidant or arrogant.

And wow, do certain people own the room and the moment with their commanding, confident presence; whether giving a presentation or working the room, they are in their element.

And as I stress, diplomacy isn’t just for diplomats. People who carefully weigh their words for tact and tone give themselves a distinct advantage. In today’s world of increased brevity, basic verbal courtesy is almost a thing of the past.

As society has become increasingly salacious with a newfound sense of entitlement that includes knowing everything about everyone, protecting one’s reputation has become even more an area of concern.

My top 10 list of items that people notice, talk about and will impact your brand include:

  1. Are you comfortable mixing and mingling? Turning small talk into a big advantage.
  2. Do you recognize non-verbal communication signals in yourself and others? Pumping up the volume without saying a word.
  3. Do you communicate effectively, with words that send the right message. Using language to build bridges.
  4. Do you “demonstrate” the best of everyday etiquette? “Introducing” sure-fire leading behaviors.
  5. Are you “in the know” – current, contemporary and globally savvy? Lifelong learning that will take you the distance.
  6. Are your presentation skills on point? Conquering the conference room and captivating your audience.
  7. Are you confident and comfortable with business entertainment? Thinking on your feet (and outside of the box) out of the office.
  8. Are technology tools your friends or foes? Social networking and texting and emailing (oh my.)
  9. Are you known for doing what matters when it counts? The it factor…Gravitas
  10. Does your appearance convey the right professional image? Seeing it, BEING it (and how it looks in the rearview mirror).

While each of my top 10 dovetail perfectly one to the next, I recommend that people do a candid body language self-assessment – question #2. Non-verbal communication can impact a brand in ways that people are often unaware. As previously mentioned, approachability is key and I ask people, do you even know if you are approachable or not so much? It’s worth noting if people can’t answer the question without hesitation, they most likely are not as approachable as they need to be. And for the record, being approachable does not mean smiling all of the time…we don’t trust people who never stop smiling.

Our non-verbal communication will make others feel valued or dismissed, that we’re listening or distracted, that we have time to invest or please hurry up! The eyes really do say more than we realize and those who have learned to smile with their eyes have an overall welcoming presence. And just the opposite…people who roll their eyes communicate a passive aggressive nature – that’s not good!

Our non-verbal brand, which I like to call Body Talk, encompasses everything from head to toe. The way you own a room, the way you shake a hand, the way you give attentive eye contact, the sincere smile you offer, the pop in your step, the confidence your posture exhibits will without a doubt complement a person’s overall brand.

Note: Deborah Thomas Nininger was the guest on the January 21st #TChat Show.

About the Author: Deborah Thomas-Nininger is the founder of DTN Productions International-Hallmark of Etiquette, a training company that provides training on all areas of international and domestic protocol specializing in “Reputation Management” and communication strategies. She brings to you over 20 years of business etiquette, communication and self-presentation expertise, rooted in behavioral science and successful human interaction.

photo credit: Silicon Prairie News via photopin cc

#TChat Preview: Managing Your Personal Brand’s Softer Skills

The TalentCulture #TChat Show is back live on Wednesday, January 21, 2015, from 7-8 pm ET (4-5 pm PT). The #TChat radio portion runs the first 30 minutes from 7-7:30 pm ET, followed by the #TChat Twitter chat from 7:30-8 pm ET.

Last week we talked about how to maximize the cowbell principle.

This week we’re going to talk about managing the softer skills of your personal brand.

What rings true today in a world gone social that demands transparency and authenticity is the fact that your reputation is your personal brand. And vice-versa.

But with everything so “on” and online virtually all the time, what happened to body language? Nothing actually. In fact, it’s more important than ever, because we spend so much time online. Body language conveys everything from confidence to approachability; it’s more honest than the spoken word.

Literally in the blink of an eye, we can make someone feel quite valued or unceremoniously dismissed. That’s why developing our softer skills is the new differentiator.

Join TalentCulture #TChat Show co-creators and hosts Meghan M. Biro and Kevin W. Grossman as we learn about how to manage the softer skills of your personal brand with this week’s guest: Deborah Thomas-Nininger, founder of DTN Productions International-Hallmark of Etiquette, a “Reputation Management” training company.

Sneak Peek:

Related Reading:

Alex Freund: Can Body Language Be Learned?

Meghan M. Biro: The Future Of Work Is Boundaryless

Leo Widrich: The Secrets Of Body Language: Why You Should Never Cross Your Arms Again

Diane Gottsman: Office Etiquette: Nine Ways To Strengthen Work Relationships

Carol Kinsey Goman: 10 Powerful Body Language Tips

We hope you’ll join the #TChat conversation this week and share your questions, opinions and ideas with our guests and the TalentCulture Community.

#TChat Events: How To Manage The Softer Skills Of Your Personal Brand

TChatRadio_logo_020813#TChat Radio — Wed, January 21st — 7 pm ET / 4 pm PT Tune in to the #TChat Radio show with our hosts, Meghan M. Biro and Kevin W. Grossman, as they talk with our guest: Deborah Thomas-Nininger.

Tune in LIVE online Wednesday, January 21st!

#TChat Twitter Chat — Wed, January 21st — 7:30 pm ET / 4:30 pm PT Immediately following the radio show, Meghan, Kevin and Deborah will move to the #TChat Twitter stream, where we’ll continue the discussion with the entire TalentCulture community. Everyone with a Twitter account is invited to participate, as we gather for a dynamic live chat, focused on these related questions:

Q1: Why is body language such a critical personal branding soft skill? #TChat (Tweet this Question)

Q2: How has social technology impacted business etiquette over the past few years? #TChat (Tweet this Question)

Q3: What effect has social media and brand awareness had on reputation management? #TChat (Tweet this Question)

Until the show, we’ll keep the discussion going on the #TChat Twitter feed, our TalentCulture World of Work Community LinkedIn group, and in our new TalentCulture G+ community. So feel free to drop by anytime and share your questions, ideas and opinions. See you there!!

photo credit: anamobe via photopin cc

 

Employer and Personal Brands Tango: #TChat Preview

Companies spend a huge chunk of time, marketing investment and human capital in building a brand. For people building personal brands the investment ratios might be different, but for both employer and individual, brand is an asset, a form of intellectual capital. In the HR, talent management and leadership realm we often are first to see fault lines emerging between employers and employees, and what’s becoming apparent is the possibility for conflict between employer and personal brands.

Before it happens — before employers feel cheated by employees building personal brands on the clock, before employers lose followers to employees who feel their brand is more important than the company’s, and before employees feel coerced into the role of brand advocate — it’s time to have an adult discussion about how to create an environment where employer and personal brands can coexist and complement each other.

This week, the TalentCulture community will explore the boundaries separating and areas of overlap between employer and personal brands. We’ll review the essence of employer brand and propose best–practices for promoting and protecting employer brands. As well, we’ll look at how technology has changed the landscape for employee and employer brands alike.

I often don’t think it’s hard to determine when employer brand trumps personal brand, but for some it’s an open question, so we’ll add that to the discussion. My goal is to unearth insight into how personal and employer brands can coexist to mutual benefit. It’s possible, too, that a toxic workplace may be revealed by employees active in social media, so we’ll discuss strategies for identifying bad vibes and containing the damage (and learning from the experience.)

Let’s build our brands! It’s fun.

Here are this week’s questions for the #TChat forum:

Q1: What is the essence of an employer brand?

Q2: How have innovations in technologies altered employees’ relationships with their employers’ brands?

Q3: Which needs the other more, employee personal brands or the employer brand? Why?

Q4: What does it look like when employers’ brands exist dynamically & positively with employees’ personal brands?

Q5: How can leadership right an employer brand when employees’ personal brands reveal a toxic workplace culture?

Susan Strayer, SPHR (@SusanStrayer), will be our guest moderator this week. That’s appropriate and timely: At ERE Expo 2012 Fall, Susan will deliver a presentation on how employees’ personal brands can strengthen the employer brand. Founder of Exaqueo, where she helps start-up and high-growth organizations sort through their employer brands and talent strategies, Susan is a top 100 influencer in HR.

We’re happy and honored to have Susan leading the #TChat tweets on Wednesday, Aug. 29, from 7-8pm ET (6-7pm CT, 4-5pm PT, or wherever you are), to talk shop with us about employer brands and personal brands doing the tango.

Look for all of us, on the #TChat stream: yours truly (@MeghanMBiro) and Kevin W. Grossman (@KevinWGrossman), as well as Sean Charles (@SocialMediaSean), Salima Nathoo (@SocialSalima) and Brent Skinner (@BrentSkinner). We can’t wait for your tweets.

Image Credit: gmarcos1 on Flickr