A while ago, a complaint appeared on the SellerDeck customer forum about a third party who was spamming our customers using somewhat dubious methods. We got in touch with the offending party and they were totally dismissive: “All’s fair in love and war” seemed to be their attitude.
A few days later, the tone had totally changed. When anyone searched for their company name on Google, the first result returned was the thread on our customer forum. And it wasn’t good for them that every mention was a howling complaint. Swallowing larger chunks of humble pie than I had ever seen before, they promised to reform their ways and begged us to remove the comments about them. It was hard not to feel smug.
But the point of this is not the humbling of one company, it’s that things have changed. It is now much harder to be a bad boy (or girl) and get away with it. In fact, with Twitter, Facebook, review sites and online forums, you can guarantee that your dirty washing will be aired within minutes. Taking an ethical approach to all aspects of business has never made more sense.
So here are my six top tips of some of the things to do and not to do to if you want to avoid being branded a “business bandit”.
Secondly, companies get a reputation within an industry and once you’ve got a bad name it’s hard to shake it off. Then you may need a favour from your suppliers one day. If you’ve always behaved badly, they will be strangely unavailable when needed, or particularly hard to negotiate with on contract renewal. What goes around comes around.
In the early days of my company when we were desperate for sales, one of our few customers returned his purchase. We handled the situation courteously and quickly. The customer turned out to be a journalist, and they sang our praises in print for years afterwards.
My final thought is this. Most of us want to do a good job for our customers. If we stick to these points, we will not only run a more successful business, but we’ll also feel better about it.