Goals – Page 12 – mardihumphreys.com

FOMO on Steroids

With 391 million people fully vaccinated for COVID-19 worldwide (as of May 24, 2021), the light at the end of the pandemic tunnel is no longer attached to an oncoming train. People are emerging and testing their environment as herd immunity progresses. Americans lucky enough to remain employed have collectively saved about $1.7 trillion from the beginning of the pandemic through January 2021. The savings are mostly by default because they couldn’t spend it on travel, in-restaurant dining, and concert/sports/show tickets.

You not only saved up your money, but also your desire to spend it. The flood gates on both are about to open as COVID restrictions lift. Scarcity created FOMO and with freedom returning, you’re tempted to spend those savings on extravagances. For example, a year ago you didn’t realize how badly you wanted Crisp Morning Air scented hand sanitizer until it was sold out. Now, when you’re thumbing through Instagram and up pop photos of a friend posing in the middle of Times Square, you want to fly first class to New York and stay at The Ritz-Carlton. The phenomenon of spending money with abandon in an attempt to make up for lost opportunities during the lock down has a name: Revenge Spending.

All the money you would’ve spent in 2020 and couldn’t (thanks, COVID) is now burning a hole in your pocket. All the activities you wanted to do but couldn’t (thanks, COVID) now make you feel you have a lot of catching up to do. You want to take the trips you missed, replace the sofa you inherited from your parents’ downsizing six years ago, buy new work clothes to wear back to the office because your old work clothes no longer fit (thanks, COVID). You feel like you’ve been robbed of a year’s worth of experiences and are in a frenzy to make up for lost time. If you have a job, very little debt, and a stimulus check, you’re very tempted to spend. A little splurge is understandable, but letting “treat yo self” get out of control can quickly empty your bank account.

The point of Revenge Spending is to make yourself feel better mentally and emotionally; a little retail therapy for all the isolation you had to endure last year. But if you blow all the money 2020 saved you, you defeat the purpose of Revenge Spending by mortgaging your future. Haven’t you suffered enough? To keep yourself in check:

Control the Splurge – Set a limit (maybe a stimulus check or two) and try to spend it locally. Use a local travel agent, go to local restaurants, jewelry stores, concert venues, etc.

Use Your Points – If you have a credit card that accumulates points and you’ve racked them up buying gas, groceries, and take-out during the pandemic, use them where possible to pay for upgrades. For example, fly business class instead of economy, book a 5-star hotel instead of a 3-star, fine-dining instead of casual. Using the points gives you the experience you want while making your fun fund last longer.

Tap the Brakes – It’s easy to go online and immediately start booking and buying. When you’re about to purchase something you can’t live without, bookmark the site and revisit it in 48 hours. If the feeling is still as strong and you can afford it, go for it.

Walk Away – When you see social media posts of your friends Revenge Spending, put down your device.

Keep Going – Maintain the good savings habits you were forced to adopt in 2020, like retaining an emergency fund.

Party Like It’s 2019 – What did you plan to spend your discretionary income on in 2019? If you stick to that budget, the odds you’ll keep your 2020 savings increase.

Have you done any Revenge Spending yet? What is the first thing you bought? Please share in the comments.

Who Are You?

During the first team meeting after Jane got promoted from individual contributor to manager, she admitted she was nervous about the new role and asked her team for help. Her honesty and vulnerability were counter productive. Instead of regarding her as authentic, Jane’s direct reports perceived her as weak and unable to do her job. They didn’t trust her decisions, making it impossible to lead them. Her leadership style should have evolved as she gained experience, but instead Jane lost the courage necessary to promote her ideas.

What Bringing Your Whole Self to Work Means

Being both courageous and comfortable enough with coworkers to reveal both personal interests and flaws, thus creating space for them to reciprocate
Normalizing what employees experience outside the workplace affects them in the workplace
Includes both the impression we give of ourselves (consciously or unconsciously) and the impression we have of coworkers
Some elements we consider: authenticity (“This is me, warts and all”), humility (“I don’t know everything”), and vulnerability (“I need your help”)

Bringing your whole self to work is a relatively new concept. It presupposes that employees want to find purpose and higher meaning through their jobs. During the industrial revolution, no one looked for engagement with their work. They worked to buy food, clothing and shelter. They looked for purpose and higher meaning at church, in nature, or through art. Even today, some employees will never see their jobs as a source of fulfillment. If employees spend their energy trying to fit in to the culture, then they don’t have a lot left to be innovative, engaged, and productive.

Why You Don’t

Maybe, like Jane, you brought your whole self to work in the past and got judged or were less than your coworkers expected
The culture of your workplace is not conducive to sharing, keeping conversations at surface level
You fear revealing certain parts of your personality will make you appear unprofessional (e.g., you remain silent in a meeting after your feelings were hurt)
You are ashamed of something in your background
You feel pressured to always be right because your work culture does not support learning from failure

Why You Should

The more willing you are to be authentically vulnerable, the more positive an impact you have on both your work and your team. Bringing your whole self to work:

Breaks down silos
Accelerates trust
Creates a culture where honesty is valued
Removes the stress of hiding flaws
Allows genuine connection (critical to successful networking)
Enhances productivity and performance
Boosts creative problem solving
Helps managers resolve conflict in a constructive way

Someone who recognizes when to risk being vulnerable also recognizes a smart business risk when they see it.

How You Can

Start the authenticity ball rolling by:

Both recognizing and appreciating coworkers. There is a difference. Recognizing is feedback on performance. E.g.,“You gave an excellent presentation today.” Appreciating is expressing gratitude for valuable human qualities (e.g., humility, kindness, humor) regardless of whether the deliverable succeeded or failed. E.g., “It’s obvious you care deeply about serving our customers.” Recognizing and appreciating them helps coworkers feel seen. This leads to deepening trust and improving job performance
Having a growth mindset. Every challenge is an opportunity to learn, and we learn more when we do it together
Leading through both modeling and celebrating behaviors like: speaking up, taking smart risks, and owning mistakes. This enables your workforce to feel psychologically safe which leads to creativity which leads to productivity which leads to revenue

How comfortable are you bringing your whole self to work? Please share in the comments.

Balance vs Integration

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I mentioned last week my mom is retired. If you’re envisioning a little old lady sitting in a rocking chair and knitting, you haven’t met my mom. If she’s sitting in a rocking chair, It’s more likely she’s on her laptop in her home office, videoconferencing with a mentee in Turkey rather than knitting. Instead of trying to balance work and life, Mom has integrated them. She’s incorporated elements she loves (The Bible, studying) into her daily routine (counseling, mentoring).

If you have a job that can’t be done remotely, (e.g. factory, hospital) you have a better shot at work life balance because you leave your work at the place you perform it. But those jobs tend to have hours that don’t coincide with the school day. Balance then becomes: Are you going to your eight-year-old’s piano recital on Saturday or are you working your normal shift as a hair stylist? If you have more of a sales role (talent acquisition, productivity consultant) or knowledge worker (software developer, career coach) you have more freedom to integrate all of your responsibilities. For example, instead of working eight hours straight, work-life integration could look like this: you do deep work at 5:00AM while everyone is asleep. You break at 7:00AM for breakfast with the family. You work while the kids are in school. You answer emails after everyone goes to bed. Integration blurs the lines between home and work. Life becomes more fluid and less categorized. For example, developing a marketing proposal for a client and developing a vacation proposal for the family are both duties you may have, and you get paid to do one of them.

When I think of balance, I visualize the Scales of Justice and constantly trying to keep both sides even. But you don’t have work on one side of the scale and everything else on the other. Life is more like a large Marion’s Super Cheese Pizza whose squares are unevenly cut. Some are huge and some are tiny. Your squares include work, family, friends, health, personal development, spirituality, volunteering, leisure, etc. Some days, those bigger squares are going to be children (e.g., you have to attend parent-teacher conferences). Some days those big squares are going to be work (e.g., attending the all-company videoconference). After you eat a couple of big squares, you fill up on smaller ones: checking email while awaiting your turn at the parent-teacher conferences, light weight lifting while attending the all-company videoconference. (I recommend both video and microphone muted for this one.) Only you can decide which squares and how many to eat everyday. Make decisions based on your values, goals, and priorities. When you feel overwhelmed, write down where your T.E.A.M. is going (i.e., how many squares you’re eating). If you discover you’re spending your T.E.A.M. out of sync with your values, goals, and priorities, consider reassigning the squares. Maybe today the biggest square is the slide deck that’s due at noon and the smaller square is the social media post you told your church you’d do for them this week. You can even share your pizza, giving a square (like the social media post) to someone else.

Switching your mindset to integration can help you achieve the balance you want. How have you changed your routine to bring more harmony to your life? Please share in the comments.

How You Doin’?

My dad’s birthday is this week (HBD Pop!). Both he and Mom are retired. When I think about preparing for retirement, I study how they did it. Speaking of saving money, how are your savings goals for 2021 coming? Given the state of the economy, we should revisit our money habits. You have a budget, debt payoff plan, good credit score, and savings goals, right? RIGHT?

Budget

If you don’t have a budget, create one. It’s free to manually track your money using a spreadsheet, or there are plenty of budgeting apps available. Whether simple or complex, choose a system you’ll stick with. If you don’t evaluate your budget monthly, at least glance at it once a quarter, especially while the economy is still reeling from COVID-19. Are you driving a lot less thanks to the pandemic? If so, you may be able to save 5-10% on your vehicle insurance if you’re willing to allow the insurance company to track your driving activity using telematics. Do you have a mortgage? If you can lower your rate by at least 0.5 percentage points, consider refinancing it; especially if it would eliminate mortgage insurance premiums.

Debt

Debt-to-income ratio is one of the things lenders look at when you apply for credit or a loan. Here’s a worksheet you can use to figure yours out. If it’s too high, don’t borrow any more money right now, revise your budget, and consider consolidating multiple debts. After calculating how much debt you have, prioritize what to pay off first. Do you have more credit card debt than you’re comfortable with? The average interest rate on a new credit card is 17.87%. If you make minimum monthly payments, you could spend years just paying off the interest. Do you have multiple credit cards? Consider paying off the one with the highest interest rate first. Or, you could pay off the one with the lowest outstanding balance first, then add the amount you used to pay that lender to the monthly payment of the credit card with the higher interest rate.

Credit

If you didn’t check your credit report at the end of 2020, do it now and make sure it’s accurate. Most lenders use the FICO (Fair Isaac Corporation) credit score, which is based on your payment history on loans and credit cards, total debt and amounts owed, length of credit history, new credit accounts, and credit mix. Three companies publish credit reports: Experian, Equifax, and TransUnion. Experian offers a free tool called Boost. It recognizes timely payments to utilities providers and streaming services (e.g. Netflix) to increase your credit score.

Savings

Saving money is not supposed to be painful, it’s supposed to make you feel accomplished and free. Consider paying yourself first every month by direct depositing a percentage of your paycheck to a designated savings account. Budget spending around your savings instead of spending all your money every month and then putting what’s left into savings. You can also schedule automatic recurring transfers into your savings account so you can painlessly build your emergency fund. If you didn’t think an emergency fund was important pre-pandemic, I hope COVID-19 has changed your mind. Does your employer have a matching retirement plan? Are you contributing as much as they are in order to receive the most benefit? Best practice is saving 12-15% (including employer match) of your paycheck for retirement.

How are your 2021 financial goals coming along? Please share in the comments.

We Can Work it Out

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American employees have worked in office buildings since 1906, even though emerging technology enables us to work from anywhere, any time, and with anyone. Companies buy buildings, so we must use the tools that work in them. Besides, if you can’t see your employees, they aren’t working, right? Let’s face it: If they’re watching Netflix at home, they’re probably watching it at the office too. In 2016, 43% of employees spent at least a few hours working remotely. During COVID, the exponential increase revealed outdated assumptions about it. The top three are: productivity, communication, and culture.

Productivity

This study shows employees are actually 35-40% more productive working remotely than in an office. Managers can boost productivity by:

clearly communicating goals (deadlines, KPIs)
giving individual contributors necessary equipment (laptop, industry specific software)
encouraging calendar sharing and ad-hoc communication (IM, video chats)

Time and activity tracking apps are available to keep an eye on the workforce (e.g., Teramind) or managers can insist on hourly activity reports. But, going overboard backfires. Productivity slows when employees have to interrupt their work to report on it; not to mention the distrust it cultivates. Working remotely not only increases productivity, but also reduces costs from real estate, employee absenteeism, and turnover. Research suggests a hybrid-remote work model could collectively save American employers over $500 billion a year.

Communication

Technology allows teams to communicate who is doing what, how close to the target they are, and what the result should look like. Data privacy is an issue; mostly a people one. For example, do all employees know they shouldn’t use free coffee shop Wi-Fi? Most data privacy issues can be addressed through company-wide training, secure VPNs, and well-communicated best practice policies. Implementing a hybrid-remote work policy helps employees understand business expectations, and advances both transparency and accountability for everyone. What should a best practice policy include?

COVID protocol: What are the rules for masks and social distancing? Must employees be vaccinated to work in the office?
Logistics: Who decides if an employee can work remotely; the employee or the employer? When in the office, does the employee have a dedicated workspace?
Equity: Is the remote employee reimbursed for office supplies, internet, and electricity? Will in-office employees receive better performance reviews due to unconscious bias? Is there a central company information hub that’s accessible to all employees?

Culture

A pleasantly surprising result of pandemic-induced remote work is that it has made some underrepresented groups feel more seen. Helping teams bond takes employers’ creativity, as well as time, and technology can facilitate initiatives.

Use employee recognition software to issue company-wide wellness challenges. By broadly defining wellness, (e.g., drinking water and meditation count as well as physical exercise) employers get more buy-in.
Schedule a recurring weekly thirty-minute coworker coffee, or happy hour (or both) via video chat.
Onboard new employees by pairing them with existing employees via instant messaging for one shift.
Engage employees with brief company-wide surveys (e.g., “What do you need most right now to be successful at your job: training or tools?”)

There’s no going back to the office-centric model. If an employer’s attitude is, “My employees have to work where I want them to, and I want them in the office,” then 54% of workers are willing to leave that employer when they find a position that supports remote work. If management and individual contributors come together to communicate what is working and identify where waste can be eliminated, we can create a sustainable hybrid-remote solution.

Do you want to go back to the office full time? Please share your preference in the comments.

The First Step

The glass ceiling is cracking thanks to so many women beating our heads against it. The light filtering through these cracks reveals that the ladder we’re climbing to get there has a broken rung.

What is it?

At the beginning of 2020, for every 100 men who stepped onto the corporate ladder by accepting their first role as a manager, only 85 women were hired and/or promoted from individual contributor to manager. That statistic refers to white women; the statistics for Black women and Latinas are even worse. The first rung on the corporate ladder is broken for women and it has a negative effect on our talent pipeline. While more women are getting hired for senior management, there aren’t enough at junior management levels to promote. This lack of diversity in management denies our organizations an array of ideas, input, and solutions which adversely affects our bottom lines.

Why Does it Happen?

Women are subject to unconscious gender bias. Adapting to work during COVID-19 has awakened us a bit. Who hasn’t been on a Zoom call where someone (male or female) commented on a female coworker’s children playing in the background? When schools went online and daycares shuttered for months, working moms took on the majority of both housework and childcare. The statistics are worse for single moms and moms of color. Because of the pandemic, over two million women are considering an extensive leave of absence or even leaving the workforce. This makes the broken rung even harder to repair.

How Do We Fix It?

Continuous Development – Women need skills including strategic thinking and negotiation to level the playing field. If your company doesn’t have an official leadership development program, find your own. It’s a good investment of your T.E.A.M.

Get a Mentor – If your company does not offer an official mentoring program, seek one outside the company. Research shows mentees were promoted five times more than an employee who didn’t have a mentor.

Network – Collect people: mentors, coaches, sponsors, peers. A support network makes it 2.5 times more likely you’ll be seen as a high performer and ready for advancement.

Visibility – Share what you’re learning in leadership development with your manager during your 1:1s. Forward reference materials to colleagues and copy your manager. Bring up your development plan during reviews. Post about your progress on LinkedIn. Let the world know you’re taking responsibility for your growth and are ready to serve as a leader.

Stand up for Yourself – If you get passed over for promotion, ask why. Your manager should give you clear feedback regarding what you lack. If you feel the suggestions are vague, press for specifics. Is it a skill? Learn it. Is it not enough experience? Ask your manager to give you assignments that will help you gain it. Make these your immediate goals and achieve them before your next promotion attempt. Keep your manager apprised of your progress.

Have you experienced unconscious gender bias? How did you call attention to it? Have you ever been unconsciously gender biased? What are you doing to be more aware? Please share in the comments.

More Precious Than Gold

In a former life, I volunteered as a worship leader in the elementary ministry at a church in south metro Atlanta. (Fun fact: if you can motivate 5th grade boys to participate in worship, you can do anything.) At every service, we quoted our bullet-pointed mission statement. One of those bullets was The Golden Rule (TGR): Treat others the way you want to be treated. Flash forward to the present where a flaw in logic has reached my attention. TGR assumes others want to be treated the way I want to be treated. You know what assuming does (if not, DM me). Turns out, there is a better rule to follow: The Platinum Rule (TPR). It says: Treat others the way they want to be treated. How can following TPR help you interact with your work team?

Everyone has a unique personality, but a few common traits dominate. When you identify those traits, you can predict how to both communicate with colleagues and motivate them to do their best work. How do you find out how people want to be treated? First, you have to know your own behavioral style so you can adjust it to build rapport with those different from yours. Then, you can ask, observe, and experiment.

Ask

If you’re a manager, what are your direct reports’ goals, motivations, values, and learning styles? You can find out by having them take a personality assessment (DISC, CliftonStrengths, Ennegram, Meyers-Briggs, etc., there are a ton). The resulting data helps you better tailor employee incentives. For example, If money motivates Jack, giving him a raise should make him more productive. But, if Jill is motivated by a flexible schedule, giving her a four-day work week instead of a raise would make her more productive.

Observe

Identify a coworker who follows TGR. They are treating you the way they want to be treated. (Mind. Blown.) Look for patterns and habits. What is their vocabulary like? Do they openly share their feelings? Do they dress casually or more suit and tie? How is their workspace designed? Interact with them in various environments: meetings, social situations, continuing education training. For example: In a brainstorming meeting, who likes to throw all kinds of ideas out for group discussion and who likes to sit quietly and process one idea at a time?

Experiment

Make note of how your manager responds to public praise, a thank-you note, or when you make time for a huddle they request. Ask questions like,“Would you rather this conversation be a meeting or an email?” and “When you’re doing deep work will you turn your IM to Do Not Disturb so I know not to bother you, please?” Try different communication mediums and notice which they reply to the quickest: Email? Phone call? Text? IM? Video chat? In conversation, mirror their non-verbal cues. Do they relax? When you make people comfortable, they know, like, and trust you faster.

TPR requires more work than TGR, and brings more reward. TGR is easy because we know what we like, but for building relationships, TPR is better. How do you want to be treated? Please share in the comments.

You’re Asking For It

Our daughter called to tell us that a high-profile initiative she discovered and shepherded right up to the president of the international company’s office was approved. We celebrated then asked if this could lead to a promotion. She reminded us she was promoted in the last round of reviews and no one receives consecutive promotions. I suggested that may be because no one brings this level of business development to the company until now. (You expect her mother to say that, right?) Our conversation reminded me how difficult it can be to ask for promotion.

Problem

Society conditions us to believe our work should speak for itself and our employer will automatically reward us. Your manager’s job description may include developing you professionally, but they don’t have time to ask themselves, “Did my direct reports do anything promotion worthy today?” You are in charge of your future. If you’re doing next level work, you deserve promotion. Just because it’s not normal doesn’t mean you shouldn’t discuss it with your manager. You may be a catalyst for change.

Solution

Study the job description of the position you want. Do and document that next level work (especially your successes), then ask for the promotion at the appropriate time. Prepare for it by answering these questions:

Who profits from it? Promotion has to benefit your team, manager, other departments, the company, your clients, and you. What do others gain from your promotion? Leadership? Loyalty? Labor? Are other people going for this promotion? What makes you different? Do you have more: Certifications? Creativity? Connections? Be prepared to address how you’ll arrange handing off clients, working with teammates who may be jealous, and prioritizing multiple projects.

What have you done to earn it? Know the metrics by which your job performance is measured and track them weekly, quarterly, and yearly. Use this data to quickly and easily build your case. For example: How much money did you save the company? How much revenue did you bring in? How innovative is your solution to a perpetual challenge? What are your department’s KPIs?

When is the best time to ask for it? Traditionally, formal annual job performance reviews are the best time to present your case. If your company evaluates more frequently, don’t let receiving a promotion last time stop you from asking for another this time. If your company doesn’t do annual reviews, request one. You need to know at least every 365 days if you’re doing the quality of work that leads to promotion.

Why should you get it? Think of the objections your manager may raise and prepare for them. For example: Objection: No one receives consecutive promotions. Your Answer: No one brings this level of innovation to the company. Know your company’s top goals. Explain what you did to move the organization toward them using specific illustrations from your data.

How should you ask for it?

Do:

Act confident – make eye contact, sit up straight on the edge of the chair, speak in a conversational tone of voice
Control your emotions – if you feel nervous, convince yourself you’re excited
Be positive – you’re offering your manager the opportunity to shine by recognizing a rising star when they see one

Don’t:

Apologize – you aren’t imposing on your manager; your professional development is part of their job
Give your manager an out – Example: “Maybe this isn’t a good time, but…”
Play the victim – Example: “I need this promotion because (insert personal problem here)”

Result

If you receive the promotion by the end of the discussion, congratulations! But, don’t be stressed if you get a cliffhanger. It’s a good sign when your manager wants to contemplate your case instead of immediately saying no. If this happens, follow up in a week’s time. If you’re denied promotion, ask why. Is this a bad time for the company? Schedule a follow-up meeting for next quarter. Is there something lacking in your current job performance you need to work on (e.g., emotional intelligence, project management, leading a team)? Ask for projects showcasing those abilities. Do you lack the skills or certifications required for promotion? Set goals to obtain them. At the very least, this conversation makes your manager aware of your desire to contribute at a higher level.

What do you think is the most challenging aspect of asking for a promotion? Please share in the comments.

Let the Sun Shine

Daylight Savings Time is upon us and I am not a fan. The pessimist in me thinks, “What’s one more hour of lost sleep after all the hours I’ve lost thanks to COVID-19?” The optimist in me thinks, “Yay! Spring!” Since we can’t control time, let’s concentrate on saving something we can control: money. Our financial goals fluctuate with the seasons of our lives, but we sleep better if saving is always one of them. Here are three rules of thumb that give me financial peace of mind: live within your means, fund your future, and be generous.

Live Within Your Means

I’ll state the obvious. Make more money than you spend. Having said that, there are some maybe not-so-obvious ways to save more of your means. Do you use a cell phone? Internet? Cable TV? Satellite TV? Can you live without one of these? If not, are you getting the best plan for your budget? You can check and adjust accordingly. Finding a cheaper plan doesn’t necessarily mean you have to switch providers. You can contact your current one and ask them to match their competitor’s rates. Do you use a travel rewards credit card? If earning points for travel no longer fits your lifestyle, switch to a card that does. For example, while you may not be traveling as much right now, you’re still buying gas and groceries. Switch to a credit card with cash back rewards for those purchases.

Fund Your Future

If you’re getting a tax refund of more than $2000 (the average refund for 2019 was $2535), consider filling out a new W-4 with your employer to have less tax deducted. Some tax payers I know purposely overpay income tax so they’ll receive large refunds. They use the money to pay for big ticket items, and that is a choice. Another choice is a short-term savings strategy for big ticket items. For example, direct depositing that extra amount into a high-yield savings account instead of overpaying income taxes. A tax refund check seems like free money. It’s actually money you give the government every month, it uses for a year (interest free, btw), then finally allows you to have what’s left. If that money stays in your paycheck, you have the option to invest it in your employer’s 401(k) plan, or your personal IRA, or another long-term savings option. This both removes the temptation to spend the money, and invests it for your future.

Be Generous

You feel good when you help others. Think about how good Ebeneezer Scrooge felt when he was generous with his money. But you don’t have to give money to be generous. For example, when your grocery has non-perishable items on sale and you have coupons, buy the limit, keep a couple for yourself and donate the rest to a local food pantry. Do you have clothes you haven’t worn for two years? (Not wearing them in 2020 doesn’t count.) Bag them up and donate them to your local thrift store. When you don’t have a lot of money, you still have something to give; even if it’s just giving a smile to a stranger; with our eyes, because, you know, mask. Our abundance isn’t always measured in money.

What do you do to maintain financial peace of mind? Please share in the comments.

Knowing Me, Knowing You

Even though Presidents’ Day honors all U.S. presidents, we usually focus on celebrating George Washington and Abraham Lincoln; holding them up as examples of honesty and integrity. They aren’t remembered as salesmen, but wouldn’t you have to be an excellent salesperson to lead a country through war? The hallmark of a good salesperson is being known, liked, and trusted. Discussing all three would be lengthy, so let’s take the next three weeks to break them down. First up, how do we want to be known?

What They Know

Before the internet was born, consumers had to rely on a salesperson to learn about a product or service. If they were lucky, they had friends who used it and could ask them about their experiences. Even here in the digital age, recommendations, word of mouth, and reviews are the most trusted facets of marketing. In terms of information availability, we’re on a level playing field with our customers. People can quickly and easily fact check the stories marketers tell them, and they expect sincerity from everyone: big corporations, small businesses, healthcare providers, higher education, etc. Consumers don’t want to waste time listening to our sales pitch when they can go online and find out all they want to know about us with a quick search. Businesses can no longer put up a front. We can’t say we prize a certain value then behave like we don’t. Thanks to social media, there are no secrets. Customers have the power and they know it. Ignoring that fact makes us tone deaf, so our outreach should reflect our respect. People want to purchase from businesses that share their beliefs. We have to state ours in our media messaging, then live up to them every day. For example, if a company says they are earth-friendly, but 25% of their product includes petroleum-based ingredients, they will get backlash. People notice when we don’t mean what we say, and they remember when it comes time to purchase.

What We Want Them to Know

Not practicing what we preach leads not only to customers mistrusting the product, but also mistrusting the company and its employees; especially its sales force. People are smart and self-interest is obvious. They want to know the company they give their hard-earned money to is worthy of their trust, and we want to be that company. We get to know each other through conversation and connection. We need to answer the questions they aren’t necessarily asking, but we can see on their faces: Is this business ethical? Reliable? Transparent? Genuine? Honest? Does their representative seem different in person than her online presence portrays? Why does she work for this company? For example, I see people in pain and I’m driven to relieve it. The company I work for is in the IT space. Everyone has data. Eventually, managing it becomes cumbersome, especially for SMBs. My company gives me the freedom to relieve those burdens. As a result, I don’t see potential conquests. I see colleagues with challenges I can help solve.

What’s in it for me? A rising tide floats all boats. If they succeed, I do too. Am I a nice person? Yes. Do I need to make a living? Yes. Are these two goals mutually exclusive? No.

Does the public have the impression of your business you want them to have? Please share in the comments.