Know the Power of Your Own Voice
Note From Rand
Well, the football season is approaching its mid-point, and my Washington Redskins are a mess. That team is a testimonial to the impact of poor leadership. A friend of mine once told me “a fish rots from the head.” Amen!
Green Bay quarterback Aaron Rogers was just selected as “Offensive Player of the Month” in the NFL. On my Facebook page, I projected him as the league’s 2009 Offensive MVP. At this point, I like Drew Brees for that award — 20/20 hindsight. I also picked the Packers and the Ravens to go to the Super Bowl. The Packers won’t make it; the Ravens might.
My first article this month re-emphasizes the importance of a leader understanding the power of his voice. I cite an example from my own experience to make my point. The second one deals with voice mail, its misuse and poor use.
Happy Thanksgiving and I’ll see you in December. Until then, get real, get tough and get going!.
Know the Power of Your Own Voice
The new CEO of an unprofitable telecom, Frank hired me to help him create a corporate culture that was less “fraternal,” and more results-driven than it had been in the past. Until a few years earlier, the company had been a “quasi-government” entity, employing relatives and friends of cabinet secretaries, former cabinet secretaries, deceased oil barons, Saudi sheiks and various and sundry other hangers-on who were delighted to collect a paycheck, but not similarly enthused about hard work or value creation. The company was a great place to hang out with one’s buddies from just after breakfast until just before the cocktail hour.
They had recently been acquired by a private equity firm serious about making money and with a reputation for constantly prodding the leaders of companies it owned to achieve challenging financial commitments. Frank was equally serious. A 50% improvement in EBITDA coupled with 25% top-line growth would result in about $70 million in his pocket if the owner sold the company as planned, two years out.
Serious dough, n’est pas?!
Frank took his first six months to assess the state of the organization and craft his plan for improvement. He then assembled an “all-hands” meeting to announce his plans and to entertain questions. I was excited to watch his “pitch.” He was a brilliant presenter with a corresponding command of detail that onlookers often described as “breathtaking.”
The first 30 minutes or so of his presentation was awe-inspiring. Frank wove a tale that honored the past but, at the same time, outlined challenges that would overtake the company if things didn’t change. People were riveted. He prowled the stage like a cat. He deftly balanced his emotions — enthusiasm, joviality, concern. It was brilliant.
Then the bottom fell out.
As he described the culture he envisioned for the company – one that should be “merit” rather than “politically driven” – he said the following: “We’re not here to make friends!”
Yikes!
The mood in the room changed instantly: from eager anticipation to quiet concern and then to cynicism and anger. It was obvious, but Frank didn’t see it. He was wrapped up telling his story and painting his picture of a future that would be brighter if everyone focused on value creation. No one heard any of that; they were fixated on, “We’re not here to make friends.”
Frank concluded his presentation and received mild applause. Without that one comment, it would have been a wildly enthusiastic standing ovation. What a shame.
Afterwards, he asked me how I thought things went. I’m sure he believed that my reaction would be a back slapping, “Frank, you da man!” Instead, I said, “Houston, we have a problem.” When he asked why, I explained that the look that overtook attendees’ faces when he made his “friends” remark polluted their collective perception of his entire presentation.
He couldn’t believe it. Incensed, he asked me to informally survey a small number of key staffers. Their input confirmed my suspicion.
I’ll cut to the chase: Frank spent the next two years repairing the damage from that one comment. He apologized in the company newspaper and in videoconferences. He used part of virtually every interaction to provide context for his comment. While most people said that they understood, my sense was that his explanations were the equivalent of a page 10 retraction of a page 1 story.
Here’s the implication for you: What you say may not be what people hear. If you lead people (or, really, even if you don’t), you have to understand people’s context. Every human being brings unique “baggage” to every interaction. If your success depends on people understanding your intentions, you have to be absolutely precise with your words and clear about their context.
Successful Voice Mail Protocol
Try this: Randomly call 10 business associates and listen to their voice mail greetings. “What if they answer their phones,” you ask? Don’t worry; they probably won’t. Most people don’t actually answer their phones any more (more about that shortly). Unless you are completely desensitized, you’ll be amazed at the (poor) quality of their greetings. Following are a few examples and my suggestions for improvement:
• The executive that has his assistant leave his/her voice on the message rather than his own.
That greeting implies this: “Your call isn’t important enough for me to even leave my own recorded voice for you, you inconsequential twerp!”
The solution is obvious: Leave your own voice, not a surrogate’s.
• The voice mail greeting that says this: “I’ll return your call at my earliest convenience.”
This is NOT an appropriate response to a call. When I hear this, my reaction is: “What if it isn’t convenient until next month, you bone head? What if I’m a customer wanting to do business with you?”
The solution: Say this: “I’ll return your call shortly.” Then, do it!
• The greeting that sounds like the greeter is in pain or blasé about life in general.
The solution: Get a clue! People do not want to do business with someone who sounds like he needs an adrenalin injection. Pep it up! Sound like you mean it!
• The greeting that says: “We’re closed for Thanksgiving. We’ll be open again on Monday.”
The problem with this greeting is that it isn’t appropriate in August!
The solution: It’s OK to leave a “one size fits all” voice mail greeting. When you choose to change it up a bit, however, and leave one that is day/date specific, make sure you change it when it’s no longer appropriate.
• The greeter who never answers his phone, but uses voice mail to screen calls. This person then decides whether to return specific calls at all…EVER!
The solution: Anyone who employs voice mail for this reason should pack his bags, lock his office, quit his job and go home. He lacks the manners and judgment to be successful.
If you want to hear a great voice mail greeting, call and listen to mine (301) 482-2598. Don’t leave a message, however, because I don’t want to talk to you — only kidding!
