As the stock market reacts to a bevy of financial news, and as various self-proclaimed experts speculate about job losses and corporate spending, a bigger issue looms before us: the need to reevaluate the way businesses contact prospective clients. Until companies recognize there is a problem with their respective approach to sales and lead generation, then any talk of an economic recovery is beside the point. Indeed, if the current economy teaches businesses anything, it is this: that success depends on trust, which is the result of transparent and accurate communication.
If you mislead clients, you fail; if you give clients the wrong information, you fail. And if you have no respect for the manner in which you contact clients – never mind the way in which you reach potential clients – then you will destroy the one asset you must never compromise: your reputation.
Alas, most commentators miss this truth. But a truth is an immutable fact; without a sound reputation, no company can sustain itself. Which brings me back to my initial argument: that the real challenge facing corporate America is one of trust. Rebuilding that trust requires patience and respect. Companies can repair this breach by, first, rethinking their attitude concerning sales and lead generation.
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