Service or Ripped-Off?

So goes that start of a conversation I overheard today whilst out shopping at our local Market.

What a damning inditement on all those free offers we are continually bombarded with in order to grab our business; offers which, in reality, have nothing free in them. They are a hook to get us to buy and clearly in the mind of individual concerned they had been forgotten: it was the financial transactions that had been remembered, not his free gifts (if they had actually ever received any).

This set me thinking … again … about how we sell ourselves daily: in business and in our own lives. We used to have a saying at work;

'There's no such thing as a free lunch!'

i.e., You don't get something for nothing; everything costs.

To some point I agree. But where that cost lies is the divider between something being perceived as an offer of service and being taken for a ride.

If we make our customers pay, they see it as being taken for a ride and their trust is often shattered. If we take the cost, our customers see it as a service, as a favour, and it builds trust … and if we do make a mistake in the future they are far more to help us solve it than make demands.

This is a simple division, but one which businesses and individuals ignore at their peril … every day. We promise but don't deliver. We offer something for free ... but there's a catch!

Perhaps we need to think more carefully before we advertise our next free offer because if we fail to deliver on that offer, we make our customers (and friends) ever more cynical and thick-skinned: we turn them off rather than turning them on to what we really have to offer. In reality, we turn them off to us because we fail to deliver on what we’ve promised. It is ourselves that we are selling short and it is ourselves that get the bad publicity. We gain the label 'Can't be trusted'.

The idea of personal integrity is getting ever more lost amidst spin and short-term fire-fighting. High profile figures expect us to believe their words, even though we see they are contrary to their actions (the cover up). However, for those who are prepared to match words with actions, the opportunities are huge. There is a saying I like to use for personal encouragement:

'Where the darkness is darkest, the faintest light shines brightest'.

I'm not on my own when I say that by being honest and open, yes, even admitting our mistakes, we build an opportunity for growth and success; for competitive advantage. Despite what the macho businessmen (many of whom are scared witless of failing) may say, customers like attention and they like vulnerability because that makes us just like them, complete with faults and failings, and they can relate to that.

Success = Creativity + Integrity

I was reading an article in the headlines today which stated that fewer and fewer people trust what they read in adverts, and suspicion is at an all time high online as surfers are afraid to follow advertising links in case their e-mail address is somehow 'captured' and they are bombarded with unwanted communications from the company and third party associates.

Combine this with an all-time low level of trust in business marketing campaigns as a whole and we face a bit of a crisis ... We need to communicate with people about our products and services, but how do we achieve that without being thwarted at the first step?

Can I suggest that one word sums up the answer ... integrity.

Over the past few years there has been a significant change in both the offline and online business arenas, from being company driven to being consumer driven: What do our customers want? rather than What do we want to give our customers? Creative (or not so creative) techniques have been used to 'breech customer defences' and get them to buy. Unfortunately, a lot of these techniques, though very creative, were also one-sided, excluding the customer.

However, the wind of change now means that customers have what, to some, may seem like too much power in dictating markets.

As I looked a little closer at this problem something very basic struck me: this new modus operandi is sales and marketing (offline and online) driven by relationships. Sure, we can dress this up in all sorts of jargon, but the basis is now,

"If you want me to buy from you I want to know you, I want to know what you stand for, I want to know what you are trying to sell me, I want to know how I benefit from having it and then I can make a decision on whether I want to buy it"

Unique Selling Points (USPs), selling the benefits of products and customer focused selling have always been good techniques and known to bring improved customer response. However, now the customers have caught up! They are tired of being given half truths or part information about products; and rightly so.

Unfortunately, presenting only the advantages and successes of a product, whilst omitting to declare some of the disadvantages has been the accepted norm in many companies, particularly if those disadvantages have no associated health risk. However, the more scary fact is that this practice also occurs in the health and pharmaceutical industries where the consequences are nothing short of dangerous or life-threatening. Newspaper headlines with significant impact on the company, publicised when it is discovered that certain unwanted side effects or adverse effects were conveniently 'omitted' from the dossier submitted for approval.

If we take time to consider this, the effects seen in the relatively small, selected population used in clinical trials are certainly going to be seen when the drug is released to the wider community and used by millions of patients, often worldwide. Integrity is compromised in an effort to gain (often short-term) return on investment to please the shareholders. Creativity without the integrity leads to compromise at the least; disaster at worst.

But the impact on the wider business community in these situations. There is a massive loss of trust by the customers; not only against in the 'offending' company but against all companies in the same business sector. We all suffer from the lack of integrity of others.

So, I welcome much of the shift that has taken place because I see it as a return to the basics of human interaction and relationships. As businesses we are now accountable to our customers and we are required to be open and honest if we want their custom, business and loyalty.

Historically and in the future, the most successful businesses are/will be those that display integrity and use their creativity wisely. No longer can we simply sell to our customers ... we need to gain their trust and loyalty first, and we can only really do that by establishing a relationship with them, by including them in our decisions and listening to what they have to say, even if we can't act on every request we receive. However, once we have their trust, it is easier to be open about our mistakes and we are seen to be human and not just some corporate threat. We may also be creative in asking our customers their ideas for solutions to our problems?

2008 is a new start for me as I venture out in my own business. After 18 years in the pharmaceutical industry I have witnessed much that is good and bad. My priority is to take the best that I have learnt, be transparent in what I do and keep an open ear to those I deal with.

I want to ensure that my creativity is tempered, no, driven by integrity.