I’ve been reading a book by a marketing guy Eric Karjaluoto called speak human, Outmarket the Big Guys by Getting Personal and it really ties in with information that I got at the ACV Conference last weekend. One of the workshops I attended was called the The NoBS Guide to Networking led by Sarah Beth Jones, of Nary Ordinary Business Services. Sarah Beth opened her workshop with the word “Authenticity”. I guess I never really put much thought into this concept, but last night I got to a chapter in Eric’s book that really made this term come into focus. For years, in my old job, I seemed to get into trouble for being authentic. The corporate world is one of secrets and professionalism that is truly based on untruths. We were actually asked to sign a document to not reveal secrets. Thing is, in this new world, there are no secrets. With Google, you can find out all that you want to know and some that you don’t want to know. My feeling was that if I was honest with my/their customers, the customer would trust us and trust our knowledge of making their product the best that we could make it. This was something I was reprimanded for on occasion. “Don’t discuss that with the customer”….WHY? I always questioned authority because I didn’t feel the authorities really understood the situation as being real or honest. Keep the customer in the dark. If the customer did figure something our that we were doing there was a “damage control meeting” where everyone could get their story straight. This is just wrong.
As Eric brought to my attention last night with this…
“I open my personal life to business colleagues and like the idea that they see me as “human” first and “business-person” second. I tell other studio owners our business “secrets” and believe we have more to gain by sharing knowledge than by being secretive and paranoid. The truth is, few of our secrets are that good anyway. I’d bet that few or yours are either.We tell the truth for a few reasons. First of all, our moms told us to. I’m not trying to be funny here; that influence is still hard-wired into us. It’s also easier. We’re not forced to remember which stories we told to which people. We don’t have to worry about inconsistencies from exaggerating. Aim for transparency and just put it out there. Edit as little as possible and speak as plainly as you can. You might be surprised by the results.”
Social media is changing the way we interact with people. When I first started using Facebook, I would lay in bed at night and try to think of a clever status update. One of my Facebook friends always has a very clever one liner and it is really refreshing to see what he has written. The longer I use FB, I find that I’m not sharing as much as I did when I began using the media. While at the conference I heard comments from folks of my own generation like, “it is TOO personal”. BUT, I think that is why it works. By being yourself and adding good days and bad day comments, others see you as human and they identify with you better. I no longer share what I am having for breakfast but I will share my successes or just check in to let everyone know that I am still alive. But from a business perspective, I think that since Facebook, Pinterest, my blog and my Etsy shop all have the ability for clients, customer, fans or friends to comment on my work, critique my work or praise my work, I can benefit from this interaction. My business can benefit from this interaction. And I am being real, honest, reliable, genuine, trustworthy and AUTHENTIC.
Sarah Beth Jones’ workshop, “The NoBS Guide to Networking” addressed how to interact with someone that might end up purchasing from you. As a business person, making contacts, I don’t like a pushy sale. I like honesty. I want to build a relationship with someone before I let them know that I am in a business that they might like or want to purchase something from. Our group in the workshop came to the very same conclusion. Building a long term relationship with someone will be better in the long run than only showing up when you want something. This is what Eric refers to in his book about being open and personal with everyone. You feel much better about dealing with someone if you know that they have an interest in you that is other than business. You develop a connection to this person and you have a voice that is heard.
Herb and I love to go to the Woodstock Cafe! Coe and Jean Sherrard are the owners and they have built a wonderful business over the past several years. They do it by knowing their customers. They say hello, recognize if you haven’t been in for a while, ask you how you are, and LISTEN to what you have to say. Because they are friendly, personable and make you welcome into their environment, you want to go back. How many times do you get this service in a Walmart or a Lowe’s or a Rite Aid? We have lost this in our society and it is really a shame.
As I go forward, building new relationships and growing my small business, I have the ability to take each new “fan” as a gift, learning from them as they learn from me. Hopefully, I can develop the kinds of relationships that will make others want to know what I have to offer and how I can help them and that I really do care about their life.
In doing my google search of some terms for this post I came across an additional article on authenticity that you might also enjoy reading…Dan Erwin’s blog about Career Development