There are few things I find more annoying than turn signals. Or more accurately, the non-use of turn signals. I have to wonder why any driver would want me to have to guess at what they’re gonna do next. In fact, if it were up to me, there would be a law that required turn signals for every turn. Oh wait, there is. But if it really were up to me, there would be a law that required that in addition to turn signals, cars should be equipped with a straight signal and a U-turn signal. A signal for every intersection. Incidentally, cars already have an I’m-preparing-to-kill-someone signal. That’s usually a hand holding a cell phone up to an ear.
But what does this have to do with marketing? Well, a lot.
Whether you’re speaking to an internal or external audience, why would you want them guessing what you’re gonna do next? Yes, there’s a certain need for secrecy, especially when it comes to external communications, but we could all stand to add a little bit of transparency to what we do.
Let’s go for a little journey. Imagine a parts manufacturer that is as negatively affected by the economy as the rest of us. Joe Parts, the owner, doesn’t want to upset his employees by telling them that times are tough. Joe’s quietly taken a pay cut, in fact, the entire executive team has taken a cut. He’s forced to decide whether the next step should be to cut employee pay or eliminate an employee or two. Or he could do nothing and wait to find out if a new customer signs a pending contract.
The situation is stressing Joe out. He’s not being himself. He wears a sullen expression all day and doesn’t engage in friendly conversations with his staff like he used to. Of course, this alone is enough to make Joe’s employees start to recognize that something’s wrong. And come to think of it, the line hasn’t been moving as quickly as usual. Rumors begin to fly. The truth toddles along at a more reasonable pace. Unfortunately, before the truth arrives, Joe’s best salesman reacts to the rumors of layoffs, paycuts, and the possibility of Joe selling the plant by taking a job at a rival parts manufacturer. Now, tough times are becoming even tougher, because it’s hard to sell parts in a down market without your best salesman.
You don’t want people guessing. What happens if they guess wrong? On the street, failing to use your turn signals can result in a crash, screeching tires, hand gestures flying in all directions. But most of all, upset. In your offices, attrition, plummeting morale, hand gestures flying in all directions. Now, I’m not saying you should be an alarmist and throw out every piece of bad news you come across, but please, please, please be honest with your employees.
So use your turn signals out there, and be predictable on the road and in your offices. But mostly on the road. I’m out there, too.