Recently
I was called to help a company with some damage control as a result of negative
online reviews they received. During the initial call, I did say that online
reviews are generally a symptom of a larger issue. We may be able to help with
the immediate containment of the situation, but, this would just be like
putting a plaster over an unknown wound; we would need to dig a bit deeper and
treat the root cause to avoid similar future situations.
On prepping for the meeting, I found it rather interesting that there
was very little information about the company on their website, apart from a
generic photo, logo and a telephone number, there was absolutely no information
about who they are or what they do. I prepped as best as I could.
At the meeting, I was greeted by a rather monochromatic male-dominated
boardroom. Which I found very interesting as their core target market is people
living in communities, so I did find it a bit odd that the board wasn’t more
demographically representative. For about the first 20 minutes, before I had
even started my pitch, Mr Dominant Monochromat (DM) explained to me what he
wanted done from a Google Search Engine Optimisation (SEO) point of view. His ideal scenario is that when people Google
his company’s name and include the word liar or crook, he wants articles and
keywords to pop up saying, ‘I thought the company was a crook, but
they are not…’ When I managed to
get a word in edgewise, I suggested that they should perhaps consider steering
away from negative words such as crooks and liars and rather use more positive
associations to build a positive reputation. This encouraged Mr DM to mansplain
his desired approach, and that he was glad that he could teach me something new.
When I at last had the opportunity to pitch my ideas and proposed plan of
action; I just wanted to confirm what their vision was as I was not able to
find it before the meeting. Mr DM, asked rather defensively, ‘why?! It’s to
make money!’. When I went on to ask what their values were, he
replied a bit annoyed with, ‘money, money, money, why what is yours?’. I then
did something that I have never done in a meeting before. I wasn’t even half-way
through my presentation, but I closed my laptop, packed it away and said, ‘one
of our core values is respect. It is very clear that you have no respect for your
customers, your employees, or for me. Your approach and values do not resonate
with ours. We are not the right company to help you.’ I packed my things and
left.
The experience made me realise that when we pitch for work it’s very
much a two-way pitch. As much as you need to impress the potential client with
your methodology and credentials. There must be mutual respect gained. They
also need to pitch themselves to you. You need to ask yourself whether this is
a company that you want to be associated with; is this someone you can work
with.
It is our vision to be Africa’s go to reputation specialists to build
resilient businesses. We believe in changing the reputation of our country and
continent one person and one company at a time. But, the other party also needs
to put in the work, do their bit and respect that the advice and guidance that
they are given is based on a track record of years of experience.
We would have made meaningful recommendations until the cows came home,
but Mr DM would only have been happy if his company’s name and words such a
liar and crook popped up on Google. Not the reputation building route
recommended for anyone.
Sometimes saying thank you, but no thank you, and stepping away is
necessary and good.
I think in this current economic climate we need to remember the
fundamentals. Compromising your own values will be detrimental in the long run.
When you pitch for new work, don’t be shy to ask questions, they have to
impress you as much as you have to impress them, it’s a two-way street.
To continue the reputation management
discussion, visit www.reputationmatters.co.za or call +27 21 790 0208 or mail research@reputationmatters.co.za.
We are also on Facebook www.facebook.com/yourreputationmatters and
Twitter @ReputationIsKey
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