| As an Internet consultant and marketing trainer | | | | your product or service can add value to your |
| affiliated with multiple schools and professional | | | | customers' quality of life, rather than how someone |
| associations, I have observed that there are two | | | | else's product or service is unnecessary. |
| key contributors to success for business people. The | | | | Think about the ongoing presidential candidate political |
| same factors apply to any type of sales or | | | | debates, for example, and how candidates within |
| consulting, whether related to product markets | | | | each party are often less intent on critical issues, and |
| (weight loss, nutrition, auto parts, Websites, etc.) or | | | | more intent on degrading the other candidates within |
| services (health care, mechanics, personal trainers, | | | | their own party. How does it affect the way you |
| search engine optimization, etc.) The first contributor | | | | think of them? They are each trying to be the best, |
| is indisputably ethics, and a solid sense of | | | | be the winner, be the favorite, and win the vote, so |
| above-board business practices. The second is | | | | much so that they lose sight of the issues. Would |
| continued, professional growth in the pursuit of | | | | politics be more respectable if personal agendas gave |
| expanding your knowledge base. | | | | way to focusing on the well being of the voters and |
| If your career involves consulting, advising, or | | | | the country? In the mind of the politician, the risk of |
| otherwise providing solutions to other people in any | | | | embracing another candidate could mean losing the |
| capacity, whether it is to consumers who seek your | | | | vote, but in the minds of the voters a tactful, |
| expertise, or peers within your own specialty who | | | | refocusing reply to the mud slinging (rather than a |
| stand to gain something from the information you | | | | counter-attack) would score a more favorable public |
| can impart upon them, your personal sense of ethics | | | | opinion. Therefore, although they've succeeded to |
| is a premier point by which others will judge you. In | | | | get on stage or behind the podium, politicians have |
| fact, your entire professional reputation that takes | | | | the general reputation of being big talkers and small |
| years to build can be irreparably (or significantly) | | | | thinkers. "Politics" has a bad name. Do you know any |
| damaged by a single instance of poor business | | | | politicians in your company? Is that how you want |
| practices. If you have ever met people who are | | | | people to think of you in your business? |
| more preoccupied with their own achievements than | | | | Whether you are a sales person or a consultant, |
| with empowering others to succeed, their personal | | | | remember the significance that 1) referring business |
| standards (ethics) become apparent when they | | | | and 2) keeping the customer central to your focus |
| downplay the achievements of others. Those same | | | | will yield better results than "bashing" other |
| people feel entitled to personal recognition and | | | | businesses within your same profession. In the end |
| typically have an insecure need to be the glorified | | | | those who spew negativity towards specific people |
| center of attention, and they feel robbed or | | | | or companies are seen as small-minded and insecure. |
| threatened by any recognition earned by others. | | | | It's gossip. It's small. And it is so transparently evident |
| Consequently, their own need for a personal spotlight | | | | to those who are witness to it. Do not fall into that |
| governs their actions, creates an agenda, and affects | | | | trap! |
| their ethics. | | | | When a potential customer approaches you with a |
| You have undoubtedly crossed paths with people | | | | question, of course you want to make the sale. |
| who are motivated like that, and at the mention of | | | | That's natural. And if you are ethical, you ought to |
| their names, their reputation is apparent with a | | | | strongly believe in (and personally endorse) the |
| knowing roll-of-the-eyes or casual comment such as, | | | | product or service you are selling. The sales term, |
| "Well, you know how they are," with no further | | | | "become a product of your product," means that you |
| explanation necessary. Those types of people play | | | | believe in what you sell and therefore use it yourself. |
| office politics well and make fair-weather friends, so | | | | Sometimes a customer's question can force you to |
| long as their purpose is served. Sometimes the | | | | compare or defend your own product or service to |
| materialism and shallow behavior of such people can | | | | explain how it stands up to your competition's. You |
| confuse a new employee or team member, creating | | | | have a choice on how to do so, and the way you |
| the impression that flashy one-upsmanship is what it | | | | decide to answer the question will reveal your |
| takes to become a leader, but never forget the old | | | | personal ethics. |
| expression that "the bigger they are, the harder they | | | | Example: |
| fall." | | | | Suppose the question you are asked is "How does |
| In actuality, most truly successful, self-actualized | | | | your product compare to XYZ's similar product?" |
| leaders are unremarkably non-showy. They are | | | | There are a number of potential responses, but only |
| comfortable with themselves, and do not need | | | | two basic paths to take in your reply. |
| cheers from a crowd to feel like they're somebody. | | | | 1) XYZ's product is a great product, too! It has |
| They have a live-and-let live outlook, but will | | | | features A, B, and C and I've heard a lot of |
| unselfishly assist others to empower others to enjoy | | | | customers who are happy with it. In comparison, |
| success, rather than try to suppress others in an | | | | ours also does D, E, and F. The price difference isn't |
| attempt to remain the center of attention. When | | | | appreciable, but tell me, how will you be using the |
| you dig into what makes successful people | | | | product? Let's figure out which one best fits your |
| respectable and admired rather than thought of as | | | | needs.or |
| self-righteous, superficial, and arrogant, you will | | | | 2) Oh, you don't need XYZ's product. It does A, B, |
| commonly find a fundamental difference in ethical | | | | and C, but it doesn't do D, E, and F like ours does. |
| motivation. | | | | Plus theirs costs a little more. If you want that kind |
| How do your ethics affect your success in your | | | | of a product, I have just the right one for you. |
| profession? | | | | Notice the emphasis in number one is on the |
| Ethics spans beyond honesty. Integrity involves the | | | | customer, not personal gain for the salesperson. |
| moral courage to adhere to high standards | | | | In order to maintain your profitable edge over your |
| interdepartmentally within a company, and | | | | competition, one of the best things any professional |
| inter-corporately between businesses within the same | | | | can do is to stay abreast of the latest marketplace |
| industry. Take, for example, the competitive nature | | | | trends, technology, and so forth. How would either |
| of retail sales. Most consumers have dealt with | | | | sales person (in number 1 or number 2 above) be |
| merchants that are mercenary against competing | | | | able to answer the question comparing the two |
| vendors at one point or another. If it has happened | | | | products unless they were educated on the different |
| to you, then you know the bad impression it leaves | | | | options available in the marketplace? Some career |
| when a salesperson in one store belittles or degrades | | | | fields actually force this concept by mandating |
| what they perceive as the competition. Conversely, | | | | continuing education credits (sometimes called CECs) |
| consumers tend to appreciate and value a vendor | | | | within their professions, usually in those disciplines |
| who is comfortable enough to refer business | | | | that are fast-changing and that have significant |
| elsewhere. If a merchant is truly interested in the well | | | | impact on consumers: medical, legal, real estate, |
| being of his or her clients, he/she helps clients expand | | | | insurance, etc. |
| their horizons versus acting in a self-protective, | | | | Whether or not your specialty requires CECs, as an |
| self-interested way by trying to shield clients from | | | | ethical business person, you owe it to your |
| any cross-market exposure. | | | | customers, patrons, or clients to become the best |
| In one such case, a clerk at a local computer store | | | | you can be at what you do. Read relevant |
| referred me to a computer mega-store to get a | | | | information, attend trainings and certification events |
| better selection for one particular part that I had | | | | whenever possible to stay in tune with the latest |
| been trying to find, knowing that the larger store had | | | | developments in your field, listen and watch |
| more selection. In doing so, the clerk was looking out | | | | pre-recorded presentations that expand your |
| for my best interests instead of his own profits, and | | | | horizons, and participate in seminars or Webinars to |
| he forever after earned my business. In the end, the | | | | enhance your professional knowledge. Acquiring the |
| consumer remembers the helpfulness of the referral | | | | knowledge to become more successful in your field is |
| and will typically become a repeat customer of the | | | | predicated on having the right attitude to pursue that |
| referring merchant. I have sent many friends and | | | | knowledge. |
| associates to that small computer store, knowing | | | | Anyone who would advise you not to enhance your |
| they will be treated fairly. | | | | professional growth and development is advocating |
| There is simply no room for back-biting or subversive | | | | ignorance, probably working under some hidden |
| behavior in a successful career path, whether it is | | | | personal agenda, and certainly not looking out for |
| inside an organizational environment or between | | | | your best interests. Take ownership of your success |
| companies. To ignore this guidance is to earn the | | | | and be the best at what you do. In the process, |
| distrust of co-workers, competitors, upper | | | | remember that your moral courage and character are |
| management, and, yes, your customers as well. A | | | | not defined by what you do while people are |
| simple downplay of your other associates or | | | | watching you; they are defined by what you do |
| competitors is quickly seen for what it is: thinking of | | | | when no one is looking. |
| yourself instead of your client. Instead, focus on how | | | | |