File this under Humanistic Business Management
When you apply Humanism to business, one of the first areas affected is that of customer service. The best way to improve your customer service is to recognize that your customers are real live human beings. When selling and marketing to people, the number one thing you can do to improve your sales is to treat them as the real human beings they are and not just as another target. Treat the other person as you would want to be treated if you were on the other side of the transaction.
All things being equal, the real person who really connects gets the business. After all, who would you rather work with? Someone who barely notices you except that you exist and might be able to spend money on them, or the person who is real and who treats you as real? Yeah – you want to give your business to the person you connect with on a human level and who is ethical, honest, compassionate and responsible.
What better way to brand yourself and your company in a competitive market than to truly be the best most ethical person you can be. This is not something you can fake by the way. You either are a good person, or you are a bit or a lot slimey. Your customers expect you to be a good ethical person. So be who they want and need you to be.