A top type sales person can subtract themself from the scene
while approaching a potential customer, smile, offer a hand, and
in this, begin the selling task. Their preferences, views,
attitudes, values, even their ego, are safely tucked out of the
way. Nothing is allowed to interfere with the task of
understanding the customer and fulfilling their needs.
Most small business people find it difficult to manage this
well. In a shop, a smile and an offered hand, maybe. But even
this is denied when you own an online business. You have only
your site upon which to demonstrate your credibility and
expertise. And words are the most effective tool you have at
your disposal.
Build A Professional Image
To make the words work, consciously build a business self.
A person who rises above or stands aside from bothersome
negatives present in day to day living. Got a temper? Bury it.
Want to argue? Don't. Are you one who believes deeply about
things? Forget those convictions not related to doing business.
The latter can be particularly hard to do. If you favor
your religion over others, your convictions must not be revealed
on your site. Many will disagree, which is counterproductive.
If you can't abide children, never let it show. There are an
endless list of notions such as these that simply must be set
aside in running a business.
Once you have defined that part of yourself you are willing
to share with others, never depart from this definition, even
momentarily.
Avoid The Risk Of Negatives
The above may seem harsh. I can picture many business
people I know saying this isn't so. They take the position
that its sufficient to let yourself shine through.
Unfortunately, they are wrong.
We can't risk anything that may appear other than positive
to our visitors. In short, we must always put our best foot
forward. Always take care not to offend. Some of our
convictions must be restrained, and never be allowed to "shine
through."
Your religious, ethnic, and nationalistic convictions have
no place in business. If you can't grasp this easily, ask
yourself if you are willing to share your sexual convictions
on your website. Or your attitudes toward the opposite sex.
A Disasterous Example
Years back I was gathered with about a dozen fellow teachers
sharing our lunch break. Devoted brown-baggers, we had at least
this in common. Groups were clustered here and there deeply
involved in solving their vision of world problems. Two women
were sharing cat stories.
Abruptly one teacher said to the group as a whole. "I hate
cats. When I'm driving, I try to hit them."
The silence as they say was deafening. The two women who
had been chatting about cats tossed a steady stream of angry
darts with their eyes.
I think this was about the dumbest thing I've ever heard
a person say. And I said so. The fellow glowered at me for a
time, then left the room. He was substituting at the school for
the day. I've always wondered if maybe it was such opinions,
freely voiced, that prevented him from finding a permanent
position.
If for a moment you doubt the need for accenting the
positives and ignoring anything your visitors might construe as
negatives, consider putting the above two sentences about cats
on your site. Those who argue that the "real you" in all it's
parts should be visible at all times, should also try this.
It matters what we remain true to ourselves. But we must
share only positive traits our visitors can relate to. We must
accent the strengths in our life that enhance our business
efforts, and avoid all else.
Utilizing Your New Self
Be professional in all ways. Always be upbeat and positive.
No negatives are allowed. Ever. Go the extra mile when
appropriate. And never ever break promises.
Never misrepresent yourself or your product. Never even
exaggerate. In fact if you consistently undersell, you will
always over-deliver which of itself assures satisfied customers
likely to return for another purchase.
Take honesty to a grand extreme. Never even consider
ducking a customer complaint or a request for a refund. Never
ever mislead or take advantage of a visitor.
Good news gets about. And news of an honest site will as
well. But news of a site perceived as dishonest spreads 10 to
20 times as rapidly. Frankly, few can afford this risk.
Honesty matters even more in what you say on your site. It
matters most when seeking to demonstrate expertise. Include
only information you know to be so and arguments you know to be
sound.
If you haven't got the information or argument needed as you
write, say so boldly. Your readers will accept a simple, "I'm
not sure here, but it seems..." If it's a point that matters,
go find the facts, then rewrite this segment later.
Sure, you'll make mistakes. You'll be flat wrong now and
then, despite best efforts. But most will not hold you pinned
to the standard of perfection. A quick admission of error and
a simple apology (Sorry, I goofed here.) are quite acceptable
to most, provided all else is straight.
However, there is no way at all to "cover" or "apologize"
for stated views with which your visitors disagree. You may in
fact truly hate kids. But say so on your site, and you'll lose
an awful lot of moms and grandmoms. Pops and grandpops, too.
There are not a whole lot left when you subtract those who like
kids from the general population.
While you may feel you are not being completely honest
unless you share all your convictions, your social views are
not what your visitors came to your site to discover. Share
the expertise they need, do so completely and honestly, then
quit while you're ahead.
About the Author
Bob McElwain, author of "Your Path To Success" and
"Secrets To A Really Successful Website." For
info, see
Get ANSWERS. Subscribe to "STAT News" now!
mailto:join-stat@lyris.dundee.net