TRANSPARENCY TRUST THROUGH TRANSPARENCY
Little Secrets that Make a BIG Marketing Impact 3
Right out of college, I worked at the front desk of a major hotel. Ev- ery Sunday, our general manager stopped by promptly at 2:00 p.m., just to check in. And every Sun- day, promptly at 1:00 p.m., my immediate supervisor sprang into action. Like
a whirlwind, he scattered papers across his
desk, flung a few file folders on the floor and
ripped off his coat. He plopped into his chair,
loosening both shirt collar and tie. He’d even
mess up his hair a little, just for good measure.
Was he working? No way.
Later, at a different hotel, I worked for a
manager whose first task everyday was to get
out of her office. She’d go through different
departments, chatting with employees from
housekeeping to the front door staff to accounting. And she listened. When it came to
garnering trust and respect, who won? Manager #2, hands-down. Why? She was genuine,
transparent and trusted.
Simply put, trust is when people know they
can count on you to do the right thing. Our
clients want to know we value our work. Our
tenants want to know we value their business.
If you want to be a stellar solutions provider,
there’s no way around it: earning trust and respect is crucial.
The same concept applies when we’re marketing our properties. Our ability to work
with clients, tenants and brokers to win new
business—and keep what we’ve got—often
centers on whether we are able to learn and
earn trust, credibility and respect. I’ve discovered that three little secrets can make all the
difference in building trust and relationships.
You’re CONNECTED—Or You’re Not
I confess: I have a sweet tooth. Stopping in at
See’s Candies recently, I was surprised when
the clerk immediately brought out my favorite
chocolate treat. She then cheerily suggested
additional goodies she knew I’d like. Feeling
slightly embarrassed—this could only mean
I’d been visiting way too much—I willingly
pulled out my wallet. The result? I think this
one’s Tweetable: happy employees equal happy customers.
Consider What COUNTS
IS ALSO THE
Reputation is like a fine restaurant: it takes a
long time to build, but flames can destroy it in
an instant. When it comes to your company’s
reputation, our clients and customers want to
know three things: 1) You know your stuff; 2)
You’ve done it before and can do it again; and
3) You know your stuff.
Reduce the CHATTER
Have you ever been in a meeting where someone (everyone) is on their Smartphone? We
all have. Here’s your homework: in your next
meeting with a client or a tenant, try to really
listen. Don’t think about your to-do list. Don’t
play with your phone. Just listen. When you
earn trust, it’s like holding the key to future
business right in the palm of your hand.
In case you’re wondering, See’s Candies are
now available pretty much everywhere. And
if they’re not in your area, let me know. I’d be
happy to deliver.