One of the biggest assets a business can have is talented, loyal employees who understand the importance of customer service. I beam with pride when someone compliments one of my team members. It confirms what I already know: I’m fortunate to have the best and the brightest working with me.
As business owners, we place trust in our employees that they will represent the company well in all public interactions. But have you ever thought about what could happen when a customer overhears your employees talking to each other. Do you know what they are saying? Your customers do and they are listening.
Customers don’t want to get caught in the fray of employee problems. It makes them uncomfortable and it creates a bad impression for your company. Your employees should understand that conversations about company-related issues and concerns are only to be conducted well out of earshot of your customers.
Regardless of what type of business you are in, there are opportunities for employee conversations to be overheard. Imagine a water-cooler conversation between employees complaining about your business that’s picked up by a customer sitting in a conference room. There are countless times when I’ve seen employees huddled in retail stores discussing things I shouldn’t hear while I’m browsing through the store.
Let me share a couple of recent examples.
Last week I was flying on a major airline when I had the unpleasant experience of listening to the flight attendant and the gate agent threatening to write-up the other. Because it was an airline I fly frequently for business, I was upgraded and seated in a first class, aisle, bulk head seat. Suffice it to say, I had a ring side seat to this altercation. Once the gate agent left, the flight attendant didn’t stop. She decided to recruit the other flight attendants on board to support her position. So they congregated in the galley complaining to each other. What impression did it leave with me? It reconfirmed that many of the airline employees are so disgruntled that they have lost interest in the people who are responsible for their paychecks – their passengers.
Another example. Arriving late to a hotel because of a canceled flight, I decided to grab a bite to eat in the restaurant before calling it a night. When I’m by myself, I usually sit at the bar because typically bartenders are good conversationalists and I don’t feel so alone. That night the manager was short staffed so he was working the bar. (I know that fact because he complained to me the minute I sat down.) The entire time I was eating my dinner, he yelled at and criticized his staff as they passed by. Let me just say, I wasn’t able to relax and enjoy my dinner, and it will be the last time I stay at that hotel.
I’m confident you wouldn’t want one of your customers to experience anything like the situations I’ve described above. So make sure when your employees talk, customers hear the appropriate things.
Tips to Make the Most of a Media Opportunity
August 14th, 2010A television appearance. A radio interview. A magazine article or a mention in a popular blog. Every business owner understands the value of positive media coverage. There’s no better way to build your brand. Media coverage is significantly more credible than paid advertising because the content is developed by an unbiased, third-party source. That’s why companies spend a lot of time and effort trying to capture the media’s attention.
What would you do if the Today show? Would you be ready? You certainly don’t want to blow your opportunity. A mishandled interview can damage your company’s brand. The key — careful planning and preparation. Even a seasoned professional can make mistakes without preparing properly. So here are some tips that can help you make the most your 15 minutes of fame.
First, never respond to a reporter’s call off-the cuff. When you try to wing it not only do you risk making mistakes, but you also won’t make the most of the opportunity. Find out specifically what the story is about and how it is going to be used. Ask what topics or types of information the reporter is seeking.
Next, find out the reporter’s deadline for the story so you can arrange a convenient time to schedule the interview. This provides you with the opportunity to plan and prepare your key messages. What is it you want the audience to know? Jot down your message points so you can stay in control of the interview.
Practice what you want to say. Rambling, interjecting a lot of “you knows” or stumbling over words makes you look inarticulate and unprofessional. Your mouth has memory so rehearse what you plan to say.
Avoid using slang, industry-specific jargon and acronyms. You want your message to be communicated with clarity. Answer questions in soundbites — in other words be succinct. That’s particularly important for television interviews. Most television segments are only around two minutes in length. Even if the interview is taped, make your answers short and to the point.
Don’t be fooled by a reporter’s pregnant pause. Sometimes when you have finished answering a question the reporter won’t respond immediately. A lot of people who are uncomfortable with long pauses in a conversation feel compelled to continue talking. That’s when you can get yourself into trouble by talking too much. Keep your key messages and when you are finished — stop talking.
Always assume your microphone is on. You’ve probably chuckled at a few blunders public officials have made when they’ve forgotten to pay attention. And nothing is ever ―off the record Off the record means different things to different journalists so if you aren’t comfortable sharing the information, don’t
Finally, “no comment” is never a good response in an interview. It is best to either answer the question or explain why you can’t. If you don’t know the answer to a question, admit it, and if possible, offer to help the reporter find the information she needs.
Media coverage can give you business a big boost, so plan and prepare to make the most out of your 15 minutes of fame.
Coming up in “It’s Your Biz with Susan Solovic” get media tips from expert Tripp Frohlichstein
Tags: blog, business owner, It's Your Biz, magazine, media coverage, Media Masters, NBC, newspaper article, no comment, radio, reporter, small business, susan solovic, Today show, Tripp Frohlichstein
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