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“One of the truest tests of integrity is its blunt refusal to be compromised.” Chinua Achebe.

Integrity seems to be something seriously lacking in our society lately.  The news and our social media feeds are full of yet another financial institution or large corporation doing the wrong thing.  And not just small ‘wrong things’, it’s huge, enormous, ruining other people’s lives, ‘wrong things’.  It’s depressing and unimaginable that these large, ‘successful’ enterprises have got away with so much greed and unethical behaviour and will probably continue to do so.  While their CEOs earn millions, many small individuals and businesses have been ripped off and many destroyed.

What happened to good, old fashioned integrity?  That means putting others first, first class service, and always delivering or over delivering.  Business is about making money and profit, but it doesn’t have to be at the expense of your clients.  It’s about win/win.

So, what is the integrity of your business like?  Are you just out for profit at any cost or do you want to retain customers and get referrals?  Is integrity something that is reflected in your brand? Expressing your authentic voice should be a huge part of your brand.

Having integrity is how the small to medium businesses can take on the large corporations and really show how business can be win/win.  Restore some faith that there is good in this world and it can exist in the business world:

1. Actions and Commitments

We’ve all heard the saying ‘actions speak louder than words’ and it’s so true.  It’s not just about writing it on your website or brochure.   It comes from your actions operating your business every single day and how you build your reputation.  If you want your brand to reflect integrity, you need to build trust with your clients.

2. High Standards

The aim is to achieve excellence in everything you do including your ethical standards. Second best is not good enough. Whether it’s with your clients, your staff or your suppliers – commit to the highest standards.  Treat everyone as you would expect and like to be treated.  The same goes with your product or service, sub-standard isn’t good enough.

3. Honesty and Confidence

Your clients are looking to you to be the expert.  Take charge, be assertive and take control. Things won’t necessarily always go smoothly, but if you are decisive with confidence it results in your clients staying calm and moving forward with you.  Own up to errors or mistakes, apologise, do what has to be done to find a solution.  Having integrity is never being afraid of the truth.

4. Keep Your Word

If you say you’re going to get back with a quote, or a phone call or an email, or you’re going to meet a client at a certain time or place, make sure you do.  Sometimes life gets in the way of the best intentions but if you can’t keep your appointment or deadline, let your client know as far in advance as possible.  I believe integrity is also about consistent, reliable service that builds trust.

5. Personalise Your Service

Small to medium businesses have the ability to give wonderful, personal service and I recommend that every single business should do it.  It should be incorporated into your brand. People do business with people. Respect everyone no matter their colour, race, religion or socio-economic status.  Go the extra mile with your service and your reputation will benefit.

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Integrity goes hand in hand with transparency and honesty. If your business has staff or contractors dealing with your customers, then it’s a must that they have training and development to make sure your values and brand are second nature to them. There will be no authentic voice to your business if you act one way and the rest of the team another.

Many big corporations and banks that we once trusted implicitly have had their underhand and dishonest operations exposed.  Their ‘integrity’ has been profit at any cost.

This is how small to medium businesses can stand out and take on those big corporations by showing that integrity is still something to be valued.

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Judith Shuttleworth

Judith Shuttleworth is the owner of HotsWots Digital and a Director of Open House ID, an app for real estate agents. We have a range of expertise in all aspects of digital marketing and provide personal customer service. Your success is our motivation.

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