The UK's Liveliest Small Business Newsletter
Old archive | New site
|
|
Brick No30: The most useful business cliché
By Matt Weston, Tuesday 6 January 2004 Win/Win is one of those phrases high-jacked by David Brent, and the jargon-crazed middle managers that inspired him. Win/Win is such a business cliché: a catchphrase so misused and parodied that its credibility is almost completely shot. But don't let this put you off today's email. Today, unashamedly, I want to show you how this bit of jargon is actually not jargon at all, but really a business creed that should underpin the way you deal with all your business relationships. I want to reclaim Win/Win as a credible business philosophy. Firstly, lets be clear: jargon is language that doesn't communicate meaning - catchphrases that are more complicated and less understandable than the message they are trying to simplify. Soundbites like 'Look at the bigger picture', 'Think outside the box' and 'Swim with the tide' are often misused and as a result can confound rather than clarify. But the truth is that they can represent really important business concepts. Win/Win is very simple, very useful and very workable business philosophy. Its credibility as a phrase might be near zero, but using Win/Win as a personal mantra can help you nurture successful business relationships. What is Win/Win? Stephen Covey's explanation of Think Win/Win (his 4th of 7 Habits of Highly Effective People) is the best I've heard - 'Win/Win is a frame of mind and heart that constantly seeks mutual benefit in all human interactions. With a Win/Win solution, all parties feel good about the decision and feel committed to the action plan . . . (With Win/Win) it's not your way or my way; it's a better way, a higher way.' The best way to achieve your long-term vision I believe that a Win/Win philosophy is the best way to achieve your long-term vision and to manage your important relationships - with customers, suppliers and employees. Win/Win is about creating customer value that at least matches the price that you charge for your product. Unless buying your product or service means a win for your customers, they will eventually look elsewhere. If however you think Win/Win, then you can really get inside your customers' needs: your customer gets the benefit, you get the sale, loyalty and trust. The old-school notion of the 'Buyer-Seller Battle' (somebody wins, somebody loses) doesn't wash as a long-term strategy. Some time ago, in my dark days as a wage-slave, I remember taking great pleasure in playing hardball with advertising sales people. Some of my tactics were straight out of the JR Ewing School of Negotiation. I took great pride in booking adverts for our products at as little as one-tenth of the usual rate. But it can come back to haunt you. With one online service, I remember trying to book a repeat promotional campaign, and finding that I was the scourge of the booking department. I'd got the ad sales exec and his ad sales manager in trouble with the marketing director for accepting such a low-rate. My name was mud, and I couldn't repair the relationship - from then on, I could never book at below the quoted rate. If you constantly squeeze your suppliers (Win-Lose), then eventually you will lose out. As I've said before, treat your suppliers the same way you treat your customers: it will benefit you in the long run. The same applies if you're employing people. The start of the year is like a tug of war for some companies: if I pay you more (You Win) it will hit our profit margins (I Lose). Win/Win is about searching for ways that benefit both the employer and the employee. Investing in training, benefits and incentives should be seen as a Win for both you and your staff. The only way to make sure you and your staff are pulling the rope in the same direction is to think Win/Win. Win/Win is a philosophy that you should keep close to the heart of your business, even if you're too embarrassed to wear it on your sleeve! Apply it to every issue, debate, conflict, and decision that affects your business relationships. Remember to sign up: back to top |
|
|
Link to us | Privacy Policy | Disclaimer | ©2005 Business Bricks Ltd
Designed by Mint Digital