Referrals are a unique form of communication. When we make one, we put our own reputations on the line. People follow our recommendations if they trust us and respect our opinion. If our referral turns out to be a bad experience, our reputations suffer.
In the last post, I mentioned that I had product issues with two companies. One responded in an overwhelmingly positive fashion and now my family is recommending it to everyone they know. The other was polite but that was about it. We tried both products as the result of recommendations made by friends.
In my networking group, this very topic came up recently for discussion. A member reminded us that when we make a referral, we put our own reputations on the line. It is one of the reasons we do not have a referral requirement in that group. No one should be forced to recommend any person, product, or company. Recommendations are not made unless the member is willing to stake her own reputation on it.
That discussion made me think. How valuable is our personal reputation? Apparently, not very.
People do things like pose nude, have affairs, and fudge on their taxes; all things that sully their reputations. Is it any wonder that we no longer trust each other? We have no reason to believe in each other and that is a direct result of not protecting our own reputations.
I am careful now when I make a recommendation because I have had people or products not perform as I said they would. Those I referred were disappointed in both the service they received and in the person who sent them there - me.
I want people to be happy with the product or company I recommend to them. A good referral reflects well on me and hopefully, those I pass on to others will come back to use me and my product…because they trust me - because I made a good referral.
Tuesday, June 7, 2011
Sunday, May 29, 2011
Standing Behind Your Product
Recently I had two product issues and the manner in which those issues were handled is the subject of today’s post.
It is bound to happen. As careful as companies try to be, mistakes are made and the resulting product is not up to standard.
What happened to me? I found a long, dark, curly hair in my sealed yogurt container. In a separate instance, the product arrived punctured and was a mess. In both instances, I sent emails to the companies involved. Particularly in the case of the yogurt company, health standards were a concern. I am happy to report that I received responses to those emails and each company offered to make up the loss. The yogurt company proposed coupons and the coffee company said they would reship the order.
The yogurt coupons never came. A deduction could be made that the offer was an empty one and the company doesn’t really want to persuade me to return. That is probably just as well. I don’t know if I could make myself buy it again. That kind of breach is hard to get over. I had a similar experience with a local bagel shop and have never returned. Still, without the enticement of free product, I know I will never buy it in the future.
In the case of the coffee, I did not expect a refund or replacement. The actual value of what was damaged was about $1.00 and I wrote the company merely to make them aware of a potential shipping problem.
So what did these two companies communicate to me? I went to both as a result of referrals from friends ( another form of communication I will address in the next post) but I will make future purchasing decisions based on how these two companies responded to my problem.
These are hard times. Like most people, I carefully consider where to spend my money. There are plenty of yogurt and coffee companies out there. It is very easy for me to make a switch. In one case, I have.
It is bound to happen. As careful as companies try to be, mistakes are made and the resulting product is not up to standard.
What happened to me? I found a long, dark, curly hair in my sealed yogurt container. In a separate instance, the product arrived punctured and was a mess. In both instances, I sent emails to the companies involved. Particularly in the case of the yogurt company, health standards were a concern. I am happy to report that I received responses to those emails and each company offered to make up the loss. The yogurt company proposed coupons and the coffee company said they would reship the order.
The yogurt coupons never came. A deduction could be made that the offer was an empty one and the company doesn’t really want to persuade me to return. That is probably just as well. I don’t know if I could make myself buy it again. That kind of breach is hard to get over. I had a similar experience with a local bagel shop and have never returned. Still, without the enticement of free product, I know I will never buy it in the future.
In the case of the coffee, I did not expect a refund or replacement. The actual value of what was damaged was about $1.00 and I wrote the company merely to make them aware of a potential shipping problem.
So what did these two companies communicate to me? I went to both as a result of referrals from friends ( another form of communication I will address in the next post) but I will make future purchasing decisions based on how these two companies responded to my problem.
These are hard times. Like most people, I carefully consider where to spend my money. There are plenty of yogurt and coffee companies out there. It is very easy for me to make a switch. In one case, I have.
Wednesday, May 18, 2011
Posting the Winning Job Ad
Many things are taught in college business schools and some of them are actually useful in the real world. Writing skills are usually not part of the curriculum and no communication courses include instruction on how to write a help wanted ad that gets you what you want.
I just finished reading Bait and Switch, a book about a job hunt experienced by the writer, Barbara Ehrenreich. Out of curiosity, I looked at some of the jobs currently posted on job boards and found them to be as dreadful as I remember. It’s no wonder hiring managers are inundated by resumes that are not suitable. My post today is not about Ehrenreich’s book or about job searches. It is about communication.
What follows are just four tips for writing ads that may help you find the perfect team player and keep a few hundred irrelevant resumes from hitting your desk.
First, keeping your company’s identity a secret is understandable but you should name your industry. This will weed out those who cannot or refuse to be associated with it, whatever it may be. Specific industries can also be attractive. To get a team player, advertise for someone who wants to be part of your particular league.
Second, give a general geographic area, particularly in large metropolitan areas. Also state if the location is accessible by public transportation. Public transportation is a two-way benefit.Your employees arrive without the frustration caused by an hour drive on a busy roadway and you get them focused and ready to work.
Third, indicate if background checks and drug testing are required. This will discourage from applying those who cannot pass these tests. It may also mean that the resumes you receive are based in truth.
Finally, why include words like energetic, dynamic, or friendly? Isn’t that assumed? How many employers are seeking applicants who are lethargic, non-reactive, or grumpy?
Employers expect applicants to communicate well in cover letters and resumes. It is only right that companies reciprocate. Tell applicants what you expect and what you really want. Maybe, through clear and concise communication, you’ll get it.
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