Integrity in customer relations is about clearly communicating what the business owner knows as fact distinguished from theory. This is true whether selling a product or system, providing services, and it is particularly true when issuing advice.
An advisor who himself has done what he advises is better equipped to separate fact from theory. When focusing on facts, the advisor more likely can guide toward desired results because the advisor can rely on his experience to assert the likelihood of an outcome.
A thoroughly honest advisor who comes up with a theory admits his theory is a metaphor. His theory has only a likeness to reality. An advisor with integrity knows the term theory means conjecture.
If a business owner wants to become an expert in his field, he must verify facts. Experts live in the reality of facts, not conjecture. Make sure the advisor you are relying upon to provide you expert advice has done the more difficult work of searching out facts.
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