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Winners Circle
Business Ethics: It's never too late to do the right thing!
10 ethical, easy-to-implement strategies for boosting consumer confidence, reducing marketing costs, and increasing profitability
By Shel Horowitz, author of Principled Profit: Marketing That Puts People First
In this age of business scandals, it's crucial to remember that businesses based on ethics and quality actually work better. With that in mind, here are ten easy resolutions to inspire your business to achieve a very profitable 2005.
1) I will base every aspect of my business on honesty, integrity, and quality.
2) I will make sure every employee, from janitor to CEO, is trained to view every interaction with a customer as a key step in the marketing process, and to always give the customer respect and attention.
3) I will train and empower every employee to let the customer go away feeling good about the entire interaction.
4) I will stand behind my products and services. It is better to refund the money and create a positive buzz.
5) Understanding that it costs an average of five times more to bring in a new customer as to keep an existing one, I will see that theentire organization exceeds customer expectations.
6) Recognizing that my competitors can be my strongest allies, I will initiate at least one joint venture (after all, if FedEx and the Postal Service, Apple and IBM, and General Motors and Toyota can cooperate, surely I can too).
7) If my company is not the best answer to prospect's needs, I will refer that prospect to the company that can best serve.
8) I will devote business resources to make the world a better place.
9) I will volunteer on a community project, and set up incentives for my employees to volunteer on the projects of their choice.
10) I will base decisions on the Abundance Principle that there is enough to go around, and not on market share.
Marketing consultant/copywriter Shel Horowitz is author of Principled Profit: Marketing That Puts People First http://www.principledprofits.com, Grassroots Marketing: Getting Noticed in a Noisy World http://www.frugalmarketing.com, and four other books.
Can 25,000 ethical business leaders prevent future Enrons? Only time will tell but we've signed the Ethics Pledge. Will you? Click to learn more.
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