Not to be all doom and gloom or anything, but it's hard to talk to folks these days and not get caught up in the economic anxiety and client pullbacks that everyone is dealing with. In that context, three quick thoughts on doing the right thing:
- For clients: It's even more important now to go the extra mile to help out, even if this means advising them to cut back with you or look elsewhere for help. Seth Godin's blog today uses a shoe store story to illustrate the point: If you don't have the right size for a customer, help him find a store that does even if it is a competitor. Pushing him toward the wrong size will only backfire, and helping him out will generate the good will, stories, and referrals that we all need to succeed.
- For prospects: Run fast from any marketing tactic that suggests the barest hint of deception. Buyers in a bad mood jump even faster on attempts to fool them, and have more energy to spread the bad word -- which is then amplified by the online watchdogs. A recent MarketingProfs newsletter tells the tale of how Stokefire, a naming company, sniffed out deceptive blogging practices from a new competitor, blew the whistle, and watched the ensuing storm. As Tate Linden of Stokefire notes, "your brand is who you are when you think no one is looking." If you wouldn't be proud to have the tactic highlighted publicly to prospects and clients alike, don't do it!
- For employees: Communicate openly and aggressively about what's happening with the business, including possible layoffs or other cutbacks. Everyone is talking about it anyway, so being especially transparent lessens the rumor mill and inspires a bit more trust in company leadership. Communications coach Carmine Gallo recalls his own bad experience after 9/11 as a useful intro to some helpful tips in BusinessWeek. To which I would only add that how you deal with any required layoffs is equally critical. Your former colleagues will tell their stories far and wide as soon as they are laid off; stories of honesty, integrity, and fairness are obviously more helpful, or at least less destructive.
It's easy to let the daily struggle overwhelm our knowledge of what's really right. But much as we'll personally regret any "wrong thing" shortcuts in the days and months to come, we're all too likely to suffer the direct business consequences as well.
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