How we change what others think, feel, believe and do
DOing vs. BEing: creating rules that put customers first
Guest articles > DOing vs. BEing: creating rules that put customers first
by: Sharon Drew Morgen
I recently purchased dysfunctional products/services from three vendors who were unwilling to go outside company rules to fix the problems they caused. How can we take part in the Trust Economy if our corporate rules preclude us from taking care of customers? Too often there’s a divergence between company rules and customer needs. I’ll use my vendor issues as a starting point:
As a consumer, I trust I’ll receive what I pay for, and be cared for if there’s a problem. Yet each company above took care of their rules before taking care of me. They put the DOing before the BEing.
When companies construct internal rules that are juxtaposed with customer needs they ignore the consequences
• Without customers, there’s no need for rules.
• Customer’s complaints go viral.
• Hurting, cheating, disregarding, and ignoring customers always, always loses business.
• For each customer who doesn’t feel fairly treated, companies lose unknown-hundreds of prospective clients for an uncertain time moving forward.
Too often companies confuse their rules [the DOing - regulations, results, performance] with a customer’s needs [the BEing - values, feelings, requirements]. Too many companies make it binary - company rules OR customer criteria – rather than Both/And. How do we design customer service scripts and training, how do we instill a primary focus on serving customers, to achieve Both/And and win/win?
The difference between DOing and BEing is Heart – heart, being one of those ‘soft’ ‘feminine’ words that assumes it’s not possible to make money and make nice (While training Buying Facilitation® at Morgan Stanley I heard they were conducting ‘closing’ training the following week. What? Why do you need both training programs? “Because BF is ‘soft’ and we need ‘hard’ skills to close.”). Isn’t it time to meld heart and head and DO-BE-DO-BE-DO? To make money AND make nice? All research shows the BEing is more profitable.
HOW TO PUT CUSTOMERS FIRST
There’s a way to put customers first AND take care of corporate rules. A few examples:
“I hear you’d prefer if we were able to X. Unfortunately we aren’t able to do that, but we want you to be happy. Is there anything else I can do to get you what you deserve? Let’s see if we can get creative.”
Years ago while working with Bethlehem Steel during a trucker’s strike, I had my clients actually purchase steel retail from Pittsburg Steel to make sure Mazda wouldn’t have expensive downtime. We took the hit on cost to keep the customer happy. Well – to keep the customer!
“Wow. Sounds like you’re really upset. I can imagine how annoyed you must be. I’m so sorry.”
MAKING MONEY AND MAKING NICE
To operate effectively in this new world of connection, workarounds, visibility and competition, your main differentiator may be how you take care of employees and customers.
Years ago a client sent a new employee to one of my Buying Facilitation® public training programs to get him caught up with the team I already trained in-house. This man, call him Glen, was angry, rude, mean, and dismissive of everyone around him. I called my client: Who is this mean person? He’s making everyone cry. Why did you hire him? “Do whatever you have to do to break him. I hired him because he’s got potential.” So I went into action on Day 2 and facilitated Glen through the outcomes he was causing. On Day 3 he came to class like a saint – supportive of others, kind, gentle, fun. What happened? Here’s what he said:
Every day, I’ve had to leave my house for work and put my ‘mean’ suit on. I was told I had to convince prospects, push closes, bias discussions about our products to promote a sale. I hated it: I had to shift my personality to ‘Do’ this manipulative, insensitive person. I told myself I had to become a shark. I’ve been miserable and my family has suffered; I didn’t know any other way to keep my job except to follow their rules and be miserable. Now I’m learning it’s possible to make money AND make nice; now I can be my real self and do my job successfully.
As a testament to his change, he got a huge – huge - tattoo of a shark on his back the evening he had his realization. He came to class the next day with the tattoo stating “I’ve put the shark behind me.”
To determine if you need to rethink your rules, to be part of the Trust Economy, consider these questions:
I realize regulations are necessary to run a company. But so are customers. It’s possible to do the DOing and the BEing in a way that promotes income and care. What’s stopping you?
Sharon Drew Morgen is the author of 9 books, including NYTimes Business Bestseller Selling with Integrity, and What? Did You Really Say What I Think I Heard? She has developed facilitation material for sales/change management, coaching, and listening. To learn more about her sales, decision making, and change management material, (www.dirtylittlesecretsbook.com) go to www.sharondrewmorgen.com. To learn more about her work on closing the gap between what’s said and what’s heard, go to www.didihearyou.com. Contact Sharon Drew for training, keynotes, or online programs at firstname.lastname@example.org. Sharon Drew is currently designing programs for coaches to Find and Keep the Ideal Client, and Lead Facilitation for Lead Generation.
Contributor: Sharon Drew Morgen
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