The 'proper' way to run your business

You will almost certainly have heard the expression, or seen it first hand, that "all's fair in love and war", and for a lot of people that applies to running their business as well.

And you might even have come across some of those ruthless entrepreneurs who are amongst the meanest, most devious so-and-sos you're ever likely to meet. Nothing will stand in their way as they seek to build a business at whoever's expense - whether it's their competitors, critics, customers or sometimes even their friends and family.

Single-minded, determined and focused on getting what they want is how they are often described, and how they will usually describe themselves. Which are admirable virtues.

But cut-throat, cold-hearted, tactless, disrespectful and insensitive are often more accurate ways to describe them.

Now it's certainly true that many people do very well in business by behaving in this way, or because that is what they're really like in person. However the reality is that successful entrepreneurs who take this approach are few and far between.

Why? Because, in most circumstances, building a successful business means running a business that other people like and enjoy doing business with. In other words, they like you, and they trust you and the people that you employ.

The problem with the heartless, hard-nosed, cut-throat approach to entrepreneurship is that the people you try to do business with can end up regarding you as devious, shady, unscrupulous and possibly even unlawful. So you wipe out a whole host of prospects who will never deal with your firm simply because they don't like you and the way you run it.

Think about it. Look at who you currently like doing business with and buying from the most. The corner shop, the computer repair service, the local car dealer, the plumber, the insurance broker. Why do you keep on dealing with or shop with the people that you do? And why are there others that you'd rather avoid like they've got some sort of disease?

Because you feel more comfortable with and prefer to spend your money with people that you trust and like.

People that you feel are above board, moral, principled, trustworthy, friendly, sympathetic and considerate are more likely to see the contents of your wallet than people that you feel are not.

So when it comes to trying to persuade prospects to buy from you, or your customers to buy again and recommend you to someone else, your level of tact, good manners, respect or empathy with these buyers will need to shine through.

The more courteous, sensitive and understanding you are of their needs, and the more they believe this is genuinely what you are like, the greater the likelihood that they will become and remain a loyal customer for a long time to come.

This is common sense, of course. Not something that every business owner was born with, but definitely something that every business owner can work harder at.

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