"What's Up e-Doc?"

I have been repeating myself until I'm blue in the face that the business environment today is entirely different from the business setting 5, 10, and 15 years ago. I don't have to tell you this; you already know it. Yet I am still seeing recurring attempts to behave as we did and even sell products and services just like "In the old days". These practices today are not only non-productive but also utterly destructive! One thing for sure is the fact that we can no longer afford to have fences built up around us. One key element in business success that will never change is the need for genuine relationships. So why do the fences still exist?

Let me clarify. Last week I made a trip to a printer who happens to be a fellow Rotarian to look at a proof copy of a personalized note pad he was working on for me. To my astonishment, the first thing that caught my attention was the eye-level sign stating "NO SOLICITING" on the door. Now what does that say about establishing positive relationships? Now recognize that the "No Soliciting" sign has always been a pet peeve of mine. Years ago when I was a young Assistant Controller with Marriott at the St. Louis Airport Hotel, the entire management team would go out on "Sales Blitzes" from time to time when the forecast revealed a business lapse on the horizon. In fact, during my 18 months there, we went on a number of these blitzes. We would divide up into teams, assigned an area including either business offices or industrial settings, and would simply go door-to-door shaking hands, handing out business cards and collecting cards for the sales team to follow up on later. I remember how impressed I was with the company principals who took the time to visit and chat. I also recall the distaste from those who rudely rejected our contact attempts or mistreated us in other ways. One such instance to note was a receptionist that promised a meeting with the CEO and after I sat for thirty minutes or so and inquired, she informed me that he wasn't there. Why would I, or anyone else, want to do business with a company that promotes that kind of behavior? Companies got away with that then because phones were ringing. Guess what? Phones aren't ringing like they used to any more, and we have to soften our approaches to outsiders by taking down the barriers to re-focus on relationships.

From this experience I always had a standing rule with my staff at Marriott that any salesman who came in unannounced would have a few minutes of my time unless it simply was not possible. In this case they could schedule another time to meet. This paid big dividends to Marriott and to me personally. You have to understand that the largest business customer Marriott had (I suspect even to this day) are sales people! So why would any Marriott manager in their right mind put out a "no soliciting" rule? Well, most of them did and no doubt still do so. This is unbelievably shortsighted! When I was placed in charge of the housekeeping department after working in my comfort zone (accounting) for many years, I needed to be brought up to speed quickly on cleaning procedures. My first order of business was to rip down the "no soliciting" signs my junior managers had posted and informed them that either they or I would meet with all sales people. My managers were more than happy to send the salesman to me. In a very short period of time I had more training materials and learned more about cleaning procedures than most sanitation managers learn in a lifetime. The smart thing is that it did not cost the company or me a dime. The salespeople were more than happy to provide the training - it was part of their job! On one occasion the person on the sales call was a company owner and he was so impressed he booked a large banquet event in the hotel. A competitor of ours who spent a far more money with this man's company than we did was put out when they learned of the booking but who knows, they probably insisted that he make an appointment. Are you getting the picture here?

I understand the time restraints we all face. Downsizing, merging, and restructuring have taken a toll. That is another unfortunate fact of business life that is different from 20 years ago--we are all spread painfully thin! However, relationships matter as much now and even more so. We all know how difficult it is to make good contacts; I should know--making business to business contacts is what my company does for our clients! So why are companies and individuals so willing to turn away acquaintances that are coming to them? Wise up folks, take down the fences!

By the way, the printer I told you about earlier, his name is Lou Silverberg with Omni Business Forms http://www.omniprinting.biz/. Lou has taken down the sign and told me to tell you that all salespeople are welcome - stop by!

Jim Mullaney is President/CEO of EDOCService Inc. a Focused Marketing Support Service Located in Fairfield Ohio. Jim and his phone teams have been serving the business community for over eight years. Jim can be reached at 513-829-7101 and jim@edocservice.com