Personal Business Ethics in the Pursuit of Professional Growth

By Thomas M Elliott

As an Internet consultant and marketing trainer affiliated with multiple schools and professional associations, I have observed that there are two key contributors to success for business people. The same factors apply to any type of sales or consulting, whether related to product markets (weight loss, nutrition, auto parts, Websites, etc.) or services (health care, mechanics, personal trainers, search engine optimization, etc.) The first contributor is indisputably ethics, and a solid sense of above-board business practices. The second is continued, professional growth in the pursuit of expanding your knowledge base. If your career involves consulting, advising, or otherwise providing solutions to other people in any capacity, whether it is to consumers who seek your expertise, or peers within your own specialty who stand to gain something from the information you can impart upon them, your personal sense of ethics is a premier point by which others will judge you. In fact, your entire professional reputation that takes years to build can be irreparably (or significantly) damaged by a single instance of poor business practices. If you have ever met people who are more preoccupied with their own achievements than with empowering others to succeed, their personal standards (ethics) become apparent when they downplay the achievements of others. Those same people feel entitled to personal recognition and typically have an insecure need to be the glorified center of attention, and they feel robbed or threatened by any recognition earned by others. Consequently, their own need for a personal spotlight governs their actions, creates an agenda, and affects their ethics. You have undoubtedly crossed paths with people who are motivated like that, and at the mention of their names, their reputation is apparent with a knowing roll-of-the-eyes or casual comment such as, "Well, you know how they are," with no further explanation necessary. Those types of people play office politics well and make fair-weather friends, so long as their purpose is served. Sometimes the materialism and shallow behavior of such people can

confuse a new employee or team member, creating the impression that flashy oneupsmanship is what it takes to become a leader, but never forget the old expression that "the bigger they are, the harder they fall." In actuality, most truly successful, self-actualized leaders are unremarkably non-showy. They are comfortable with themselves, and do not need cheers from a crowd to feel like they're somebody. They have a live-and-let live outlook, but will unselfishly assist others to empower others to enjoy success, rather than try to suppress others in an attempt to remain the center of attention. When you dig into what makes successful people respectable andadmired rather than thought of as self-righteous, superficial, and arrogant, you will commonly find a fundamental difference in ethical motivation. How do your ethics affect your success in your profession? Ethics spans beyond honesty. Integrity involves the moral courage to adhere to high standards interdepartmentally within a company, and inter-corporately between businesses within the same industry. Take, for example, the competitive nature of retail sales. Most consumers have dealt with merchants that are mercenary against competing vendors at one point or another. If it has happened to you, then you know the bad impression it leaves when a salesperson in one store belittles or degrades what they perceive as the competition. Conversely, consumers tend to appreciate and value a vendor who is comfortable enough to refer business elsewhere. If a merchant is truly interested in the well being of his or her clients, he/she helps clients expand their horizons versus acting in a self-protective, selfinterested way by trying to shield clients from any cross-market exposure. In one such case, a clerk at a local computer store referred me to a computer mega-store to get a better selection for one particular part that I had been trying to find, knowing that the larger store had more selection. In doing so, the clerk was looking out for my best interests instead of his own profits, and he forever after earned my business. In the end, the consumer remembers the helpfulness of the referral and will typically become a repeat customer of the referring merchant. I have sent many friends and associates to that small computer store, knowing they will be treated fairly. There is simply no room for back-biting or subversive behavior in a successful career path, whether it is inside an organizational environment or between companies. To ignore this guidance is to earn the distrust of co-workers, competitors, upper management, and, yes, your customers as well. A simple downplay of your other associates or competitors is quickly seen for what it is: thinking of yourself instead of your client. Instead, focus on how your product or service can add value to your customers' quality of life, rather than how someone else's product or service is unnecessary.

Think about the ongoing presidential candidate political debates, for example, and how candidates within each party are often less intent on critical issues, and more intent on degrading the other candidates within their own party. How does it affect the way you think of them? They are each trying to be the best, be the winner, be the favorite, and win the vote, so much so that they lose sight of the issues. Would politics be more respectable if personal agendas gave way to focusing on the well being of the voters and the country? In the mind of the politician, the risk of embracing another candidate could mean losing the vote, but in the minds of the voters a tactful, refocusing reply to the mud slinging (rather than a counter-attack) would score a more favorable public opinion. Therefore, although they've succeeded to get on stage or behind the podium, politicians have the general reputation of being big talkers and small thinkers. "Politics" has a bad name. Do you know any politicians in your company? Is that how you want people to think of you in your business? Whether you are a sales person or a consultant, remember the significance that 1) referring business and 2) keeping the customer central to your focus will yield better results than "bashing" other businesses within your same profession. In the end those who spew negativity towards specific people or companies are seen as small-minded and insecure. It's gossip. It's small. And it is so transparently evident to those who are witness to it. Do not fall into that trap! When a potential customer approaches you with a question, of course you want to make the sale. That's natural. And if you are ethical, you ought to strongly believe in (and personally endorse) the product or service you are selling. The sales term, "become a product of your product," means that you believe in what you sell and therefore use it yourself. Sometimes a customer's question can force you to compare or defend your own product or service to explain how it stands up to your competition's. You have a choice on how to do so, and the way you decide to answer the question will reveal your personal ethics. Example: Suppose the question you are asked is "How does your product compare to XYZ's similar product?" There are a number of potential responses, but only two basic paths to take in your reply. 1) XYZ's product is a great product, too! It has features A, B, and C and I've heard a lot of customers who are happy with it. In comparison, ours also does D, E, and F. The price difference isn't appreciable, but tell me, how will you be using the product? Let's figure out which one best fits your needs.

or 2) Oh, you don't need XYZ's product. It does A, B, and C, but it doesn't do D, E, and F like ours does. Plus theirs costs a little more. If you want that kind of a product, I have just the right one for you. Notice the emphasis in number one is on the customer, not personal gain for the salesperson. In order to maintain your profitable edge over your competition, one of the best things any professional can do is to stay abreast of the latest marketplace trends, technology, and so forth. How would either sales person (in number 1 or number 2 above) be able to answer the question comparing the two products unless they were educated on the different options available in the marketplace? Some career fields actually forcethis concept by mandating continuing education credits (sometimes called CECs) within their professions, usually in those disciplines that are fast-changing and that have significant impact on consumers: medical, legal, real estate, insurance, etc. Whether or not your specialty requires CECs, as an ethical business person, you owe it to your customers, patrons, or clients to become the best you can be at what you do. Read relevant information, attend trainings and certification events whenever possible to stay in tune with the latest developments in your field, listen and watch pre-recorded presentations that expand your horizons, and participate in seminars or Webinars to enhance your professional knowledge. Acquiring the knowledge to become more successful in your field is predicated on having the right attitudeto pursue that knowledge. Anyone who would advise you not to enhance your professional growth and development is advocating ignorance, probably working under some hidden personal agenda, and certainly not looking out for your best interests. Take ownership of your success and be the best at what you do. In the process, remember that your moral courage and character are not defined by what you do while people are watching you; they are defined by what you do when no one is looking. --------------Tom Elliott is the author of Website 411: Business Survival in an Internet Economy (available at http://www.website411book.com), the president of WebDrafter.com, Inc. and an international Internet trainer. He is a Board of Directors member of the Central North Carolina Better Business Bureau, and has been the president of a Business Networking International (BNI) chapter. He His undergraduate degree is from Purdue University, and his Masters in Information Systems is from Florida Institute of Technology.

He served 13 years as a Naval Officer, followed by two and half years as the Director of Internet Training for a large marketing company, simultaneously building his own business. He also serves on the bachelor degree advisory board for a technical college, and is a keynote speaker.