We Know Who You Are So Stop Making Us Mad

Red Bull Truck

Red Bull TruckVehicle signs can be harmful to your business since they connect the actions of your employees directly to your business. So far this week:

  • Home builder’s SUV was parked in a handicapped spot at the post office;
  • Insurance sales person’s car took up two spaces at my lunch spot;
  • Furniture store delivery truck sped past me at 80+ mph (remarkable given the truck’s age);
  • Dump truck raced through a school zone at double the limit; and
  • Electrician’s van driver tossed a sandwich wrapper from his window.

The owners of these businesses spent money placing good-looking signs on their vehicles to help build awareness for their companies.

  • They were successful: I remember their company names.
  • Unfortunately, I also have a poor impression of the quality of people they hire and already have decided that I don’t want to do business with them.

You can substitute “Logo Clothing” for “Vehicle Signs” and all I need to do is provide different examples, including a restaurant server littering in front of a nearby store this afternoon.

So what should an owner do?

  • Teach your employees:
    • How they’re expected to represent your company; and
    • They can be fired for what they do when representing your company.
  • Put your phone number on each vehicle. (While you’ll get very few calls, this may communicate to your employees that their actions are important.)
  • Have a few trusted people be on the lookout for your equipment and employees and report back to you the good and the ugly about what they see.
    • Be sure to give positive reinforcement to those who have performed properly.

About Richard Sellers

Richard is Chairman Emeritus of the Marketing Executives Networking Group, founder of Demand Marketing consulting firm, and former Sr. VP of Marketing for three multi-billion dollar companies: CEC, WLP, and Service Merchandise. His early career was at GE, P&G, Playtex, and Marketing Corporation of America. He’s also a volunteer counselor for SCORE assisting small businesses in upstate New York. You can follow his communications about marketing, job search and careers here and at mengonlineENTREPRENEURS QUESTIONS, and on Twitter at @Sellers_Richard.



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