By Tom Richards
A few years ago, I was asked by some leaders of a certain industry to give a speech. The title was to be: What's Wrong With The ---------- Industry? Having consulted to this industry for years, I was indeed on a slippery slope. Do I tell them the truth as I know it or prevaricate to save my butt? I could have refused, of course, or made up some lame excuse but I decided to go for it.
As the date approached, however, I packed for the trip with some trepidation. Was I nuts? This could cost me thousands in consulting fees! But like Don Quixote, I prepared to joust with their windmills.
As I walked into the room, I noticed all the movers and shakers of the industry were in attendance. Well, I gave them my opinions and suggestions and when I finished, I was greeted by total silence. But then some people stood up and eventually, I received a standing ovation.
The most interesting feedback was that, although they liked what I said, they were most interested in my telling them they don’t hire the right kinds of people. What I said was: Don’t worry about how technically proficient your hires are. Don’t be concerned about how much experience they have. You can train them for that. Hire people who have these five characteristics ... look for this profile when you hire:
Enthusiasm: Being excited about life and people--all people--and wanting to know more about them.
Humor: Understanding the difference between illusion and reality--seeing the irony and enjoying the fun in life.
Joy: Looking at every day with positive expectancy--understanding that people are most interesting and most important--not products or services but people.
Passion: Wanting everyone to experience the fun of enjoying your company's products and services--the total transformation--and that includes enjoying the experience of YOU!
Commitment: Developing and nurturing the skills of communicating with others to find out what customers like, what they want and having the desire to succeed in becoming a personal factor in the success and growth of your company.
Did they understand? I hope so. They certainly were enthusiastic about the concept. But so many companies still just don't get it. Starbucks can close their doors for a three-hour training session with their baristas but this does not change the personality style and character of those being trained. Try to teach someone to be joyful. Try training people to have a sense of humor, to have true passion. You get the picture, I hope. It just may be so ... that your people are more important than your products.
Tom Richards is president of 1 on 1 Strategies, Inc in Santa Fe. He has been a customer communications and guest satisfaction consultant for 27 years to manufacturers, retailers and resorts. Visit his website at: www.1on1strategies.com
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