Next Business Level

“Do unto others…”Ahh, that classic aphorism on living a good life. Yet so many of us, particularly in business and sales, have decided to rewrite its ending.

We think, “Do unto others before they do unto us.” As if this zero sum logic could possibly excuse any self-serving action we take to close a sale.

Or even worse, we think, “Do unto others so those others will owe us in the future.” For example, I know several business owners who have bluntly told me that they refuse to do business with others who do not return the favor.

Why? What’s the point? If I buy a Ford, should I expect the CEO of Ford (or even the dealership owner) to come knocking on my door for consulting when sales are down?

This tit for tat mentality is great when you own the only general store in town. But in this online age, people have options. What’s the benefit of pressuring them into patronizing your services? What’s the upside of limiting your own options?

I’m all about building relationships with your clientele – but blatantly expecting some kind of reciprocal backscratching concerns me. In fact, I think it can be harmful to both parties. No one should have to feel pressured into a choice rather than have the ability to choose freely. No one should be so shortsighted as to slight another business owner who may be able to help them in the future. And no one should be arrogant enough to think that their reputation and brand – let alone their product or service – is so shiny that it deserves automatic reciprocity.

Bottom line – you want my business? Earn it. Not by buying other people’s loyalty through patronage or peer pressure. Earn it by providing a great product or a great service. That’s the mark of a truly confident – and great – business person.