How to lose business and irritate people
“Manners cost nothing – but bad manners can cost you thousands”
Have you ever asked yourself what you might be doing that’s actually turning people off doing business with you? Maybe not, but who’s going to tell you?
This blog is more a personal rant about manners (not an observation on skill sets) but I’m convinced that ‘chemistry’ is a big part of business. And, if you fail in that before the Bunsen Burner is even turned on – what chance have you of building a fruitful relationship?
Anti-irritation tip #1: Don’t assume email permission
When someone gives you their business card it does not mean that you can add them to your mailing list. I’ve lost count of the times I have given out my business card because, someone needs my phone number perhaps, only to find I’m added to some email mailing list that I wasn’t told about. DON’T DO THIS – ask first. How about:
- When you give your card to someone, check if you will be added to any databases, and ask if this constitutes being subscribed to a newsletter.
- When someone gives you their business card, ask them if they would like to be added to your mailing list. I do this and then I make a note on their card to remind me they have ‘opted-in’. I then make a note next to their record in our database (we use 37 Signals ‘HighRise’ which is very good at tagging things like this).
- If you forget to ask at point of exchange, ask when you next contact them. Permission marketing allows an email address to be used once without permission. If eNewsletters appear in my inbox without my permission to subscribe, I don’t just delete them, I complain that I am receiving unsolicited material as well. Not a good start to a relationship, so be warned.
NB: This is my personal policy. You might feel differently about this, but it’s worth considering there may be more people out there who feel the same way as me.
Anti-irritation tip #2: Make it easy for people to do business with you
When I’m checking out a new contact, it drives me crazy when I can’t find anything about them online. If you’re in the business of business, don’t bury your (or your company’s) address and phone number. At the very least use a messaging or VA/PA service, and get your Linkedin profile spit spot. If you are on Twitter even better, but have an easily identifiable Twitter name.
I appreciate certain individuals don’t want their personal details on public display, but there should at least be a really easy way for people to get in touch. And, once you are engaged with a supplier for example, agree service level agreements in advance. There’s nothing worse than calls and emails left un-returned or unconfirmed, or messages that never get through. In this day and age (handheld devices), it seems that everyone’s always in touch, even when they’re on the go. It’s just a case of agreeing what is an acceptable length of response time. Don’t forget ‘Out Of Office’ assistants, a colleague’s name who can help if you are not available is really handy.
Tip: A big assumption in business is that if an email has been sent, then it has been received, opened and read at the other end. This is not always the case. I always assume that an email has not been received until I’ve had a confirmation back. If I don’t get a confirmation on something urgent, I phone and check it’s been received. Even better I call ahead (have a real conversation, you know human to human) and advise the recipient to look out for my email. How much time, money and effort have you wasted because you assumed someone got your email and was working on it when they weren’t?
Anti-irritation tip #3: Check your spelling and grammar
We all make mistakes in this high-speed internet age. Check your spelling. Check your punctuation. Check your grammar. Check your tone of voice. Write in plain English. Spell names correctly. This is especially true if you’re targeting certain kinds of businesses – there are people who will assume that if you can’t spell you’re stupid. It’s not nice, and it’s probably not true… but people think it. If this isn’t your strong point, then get some help. Even if it is, get a second pair of eyes. (I know that saying this means that you’re bound to spot my typos, if so please do use the feedback button to let us know).
Anti-irritation tip #4: Don’t abuse your contacts (or your contacts’ contacts)
You could argue this is the same point as #1, but it’s a slight variation. If someone I don’t know, or who has not legitimately done business with me (us), contacts me on LinkedIn I usually ignore them. If the same person is introduced to me via a contact, I‘m more likely to respond. I try to tolerate cold calling politely, but a warm referral works much better. A warm referral doesn’t mean using someone’s name in an intro without their knowledge. Take care who you name check, do you know them well enough to know that they would be happy for you to use them as an open door?
Anti-irritation tip #5: The right man for the job?
It’s a bit like dating. If we don’t get on, it’s not going to work. Don’t be afraid to ask for the best man for the job, which isn’t always about pure expertise – you have to get on. If all things are equal, it’s chemistry that counts. And, you don’t get a second chance to make a first impression. Take time to build rapport. I find it extremely irritating when people simply churn out features and details when I’m just trying to get an impression of what they’re like as people (or as a company – which is a group of people). Equally, if I’m after detail and they keep chatting about their holidays, it drives me crazy. Balance people, balance.
And finally…
Mmmmm, on reading this blog through again, it could be construed as a personal attack on some individuals that I may (allegedly) have met in the past. Well, whether colleague, supplier, partner, associate, prospect, lead, customer, call centre, advisory body, subordinate, peer or whatever, all of these irritations could be scaled and applied to almost everyone I’ve met in business from time to time… including yours truly (hey, nobody’s perfect). Recognising and minimising it is the key.
Why not take a moment to take stock of what gets your back-up… are you doing this to other people? Building your own anti-irritation checklist can help you see if you’re unwittingly turning people off before you’ve even begun. If you don’t get this right, someone else, with better etiquette, could swoop in and steal your relationship opportunity.
By Cheryl Crichton | Associate Clear Thinker | Clear Thought Consulting Ltd | @cherylcrichton | www.clear-thought.co.uk
You might also be interested in these other practical Clear Thought resources:
- Blog: Why you need to ask for permission »
- Blog: 10 tips for proofreading marketing content »
- 10 minute video: Emotion and the sales funnel »
Clear Thought Consulting works with small businesses, equipping them with the marketing strategies, suppliers, skills and set-up that they need to become bigger businesses. We do this by planning and delivering 12-month marketing transformation programmes – supporting a small business through a step-by-step process to making marketing pay. We firmly believe that when you can’t out-spend your competition, you have to out-think them.
What are your pet hates in business?
Go on, have a rant… please use the comments function below to tell us what people do in business that gets your back up and puts the relationship off to a bad start?
Published on 20 October 2010
