How often do you get the opportunity to make a strikingly positive impression on people only to quash it with a bout of selfishness? An acquaintance of mine recently had the unfortunate circumstance of having their home burn to the ground resulting in the loss of everything. You can imagine their shock and sense off loss.
This person had on their schedule a booked and paid for networking workshop. In their state of affairs they contacted the organizer and requested a refund since they were in no state at this present time to focus on the event. The facilitator of the networking workshop made a poor choice.
Instead of sympathizing with their situation and taking the high road, they complained that the bank may now charge them fees to refund. They resisted making this person’s plight easier. They made it obvious that the money they would be losing was more important than that person’s loss. How small of them. Their brand diminished in a major way with that approach.
That told me that their brand wasn’t about helping it was about the money. Instead of jumping to help this person and suck up any financial inconvenience it may have cost them which would have caused this person to brag to no end how considerate they were being -they chose the opposite. This facilitator has done real damage to their brand. Any good will is now lost with one statement.
The gauling thing that added insult to injury is that this person ended the conversation with their feeling sorry for the person’s loss and if there was anything that they could do – just ask. Sad thing is they missed an opportunity and didn’t get it.
It’s not often our brands get an opportunity to really show the kind of stuff we are made from. Every day I try my best to over deliver for my clients. I don’t charge for every blessed thing. Over delivering is part of what my brand stands for. Our brands must stand proud in good times and in bad. Seizing opportunities when they present themselves is key to growth. My analysis of the situation outlined above is that the facilitator was in a hard place financially and only saw money leaving instead of opportunity coming. They didn’t really believe their own brand values which were probably determined in good times. This person had a helpful brand prior, now has a selfish brand. That few dollars lost to bank fees will now cost them thousands in future business.