Carew Insights

Doing the Right Thing at the Wrong Time
By Jeff Seeley - CEO, Carew International

What happens when you do absolutely the right thing, but at the wrong time? Unfortunately you have pain. It is amazing what you hear in the overly dramatized business and sales world these days. This economy has paralyzed even the most optimistic and courageous souls. But why?

At a human level, there is never a wrong time to do the right thing. Such is not the case in the business world. When you combine today’s “Do It All” mentality with the uneasiness we all feel in our lives, you create a hyper drive of activity (for the sake of activity) trying to keep the edge.

Operating in this mode, doing the right things at the wrong times, will create nothing more than well-intended actions that fail to deliver much of anything productive. As business and sales professionals, we know that there are certain things our customers need and want… lower prices, more service, you name it. In a study cited in his book, Ram Charan found that the most successful companies -- those which thrive and prosper in economic downturns-- are led by those who often do things which seem counter intuitive. One example: not lowering prices during difficult times. Lowering prices might seem like a logical response to a reduction in business volume. But if the lower volume is a function of a market reduction (versus lost share), then you are simply compounding lower volume with lower prices. Another example might be reducing costs in customer service, because the call volume in decreasing. What does either really achieve? Right thing/Wrong time.

An effective right thing might be creating differentiation with superior customer service. This can be done through training, service improvement or even on-shoring versus off-shoring. The American Customer Satisfaction Index (ACSI) has shown recently that even in economic recession, improved customer satisfaction and loyalty without lowering prices or margins will positively impact businesses… right thing, right time.

Here’s another example of the right thing at the wrong time: Backing off business and personal relationships when things are stressed might seem like a way to give yourself and those around you space… might seem like the right thing. In reality, it is the wrong thing, since empathy is the one emotion that will help build stronger relationships. Stronger relationships will sustain during good times and bad. You will see many business and sales professionals retreat to their cave and try to wait out the passing storm. “Hunkered down” is not a strategy, but simply a fear-driven reaction.

Take heart, things could be worse. If you change to the equation of the wrong thing at the wrong time you could have outright disaster. So look at your actions and make sure that you are not only doing the Right Thing, but doing the Right Thing at the Right Time.