ARE YOU IN THE PEOPLE BUSINESS?

Farmington Hills, MI -- The following information was released by the National Truck Equipment Association (NTEA):

By Steven Sill

NTEA President

President

Aspen Equipment Co. (Bloomington, MN)

Steve Miller is a trade show consultant and speaker who has presented at many NTEA training events. Recently, he posted an article on his web site (www.twohatmarketing.com/ramblog/2011/06/oldrule1.html) in which he identifies his first rule among his "Old Rules of Doing Business." That rule is: "People don't do business with companies, people do business with people."

He talks about the fact that technology has changed the way we do business and how people interact. Miller said,

"The Internet has shown great power in its ability to connect the world in ways we never before imagined."

He goes on to say that electronic communication gives companies the ability to do business in ways unthinkable just a relatively short time ago. We can reach a broader base of customers and potential customers faster, more efficiently and more effectively. But in this new age, there are drawbacks. Some of the personalization, the courtesies, the getting-to-know-the-customer that were so critical to business not long ago are being sacrificed for speed and convenience.

The electronic age has, in many ways, disconnected us from our customers. A quick e-mail response is much more convenient than a phone call during which we share personal information and stories. E-mails and web site interfaces take the place of face-to-face meetings, business lunches and perhaps a friendly round of golf. Before long, if we aren't careful, we lose that personal touch and the sense of why customers are doing business with us. Once that disconnect occurs, it's hard to get it back. The respect, care and consideration customers expect are gone - and in most cases, they'll take their business elsewhere.

The work truck industry hasn't quite made the full-scale transition to electronic business like some other industries. There is still a lot of human interaction in our business - perhaps the products we sell, which in many cases are highly technical, requires it. Perhaps it's that the truck equipment industry is still small, with some strong local and regional relationships that keep salespeople and managers connected.

Miller says: "As our world grows smaller from all this wonderful technology, we lose sight of the fact that people are still connecting with people. And just because we're not always connecting with them locally doesn't mean the rules of civility, courtesy and manners should change." This is especially true of our connections in the business world.

An Effective Mix

Technology has its place, and it is critical to use it effectively. It can be a great tool in helping you solidify the partnership you have with your customers. But at the end of the day, it is important to remember that people don't do business with companies, people do business with people. Using that as a key business rule, you have a very good chance of separating yourself from the competition! Personal phone calls and visits, an occasional customer lunch, the courtesy of a thank-you for their business - all of this will probably make you stand out from the crowd.

In the end, the basic takeaway is that all companies should be based on a solid foundation of customer service and personal customer care. Yes, it's kind of old-fashioned, and somewhat contrary to the speed and impersonal sales methods and transactions we've come to know in the Internet world. But it's important to keep in mind that regardless of how you interact with your customers, they are people and deserve to be treated with courtesy and dignity.