The Book of Business Etiquette - Nella Braddy Henney (top 10 non fiction books of all time TXT) 📗

We ask you to remember:

That our customers can get along without us.

(There are in Greater New York nearly one hundred banks and trust companies, every one of them actively seeking business.)

We cannot get along without our customers.

A connection which, perhaps, it has taken us several months to establish, can be terminated by one careless or discourteous act.

Our customers are asked to maintain balances of certain proportions. If they wish to borrow money, they must deposit collateral. They must repay loans when they mature; or arrange for their extension.

If a bank errs, it must err on the side of safety, for the money it loans is not its own money but the money of its depositors. We (and every other bank and trust company) operate almost entirely on money which our customers have deposited with us. The least we can do, then, is to serve them courteously. They really are our employers.

Ours is a semi-public institution.

Every day, men try to interest us in matters with which we have no concern. It is our duty to tell these men, very courteously, why their proposals do not appeal to us. But they are entitled to a hearing. It may be that they are not in a position to benefit us, and never will be. But almost every man can harm us, if he tries to do so. And a pleasantly expressed declination invariably makes a better impression than a favor grudgingly granted. We ask you, then, to remember that our growth—and your opportunities—depend not only upon the friends we make, but the enemies we do not make.

Remember names and faces. Do something, say something that will bring home to those who do business with us the fact that the Blank Trust Company is a very human institution—that it wants the good will of every man and woman in the country.

That is the kind of courtesy which has builded this particular organization. It is a pleasure to visit it to-day because of the spirit of coöperation which animates it. They have done away with the elaborate spy systems in use in so many banks, although they keep the management well enough in hand to be able to fasten the blame for mistakes upon the right person. The employees work with one another and with the president, whom they adore. It is, as a matter of fact, largely the influence of the personality of the president filtering down through the ranks which has made possible the phenomenal success which the institution has enjoyed during the past few years, another proof of the fact that every institution—and Emerson was speaking of great institutions when he said it—“is the lengthened shadow of one man.”

Banks have almost a peculiar problem. Money is a mighty power, and to the average person there is something very awesome about the place where it is kept. Mr. Stephen Leacock is not the only man who ever went into a bank with a funny little guilty feeling even when he had money in it. When one is in this frame of mind it takes very little on the part of the clerk to make him believe that he has been treated rudely. Bank clerks are notoriously haughty, but the fault is often as much in the person on the outside as in the one on the inside of the bars, especially when he has come in to draw out money which he knows he should not, such as his savings bank account, for instance. The other day a young man went into a savings bank to draw out all of his money for a purpose which he knew was extravagant although he had persuaded himself that it was not. Throughout the whole time he was in the bank he was treated with perfect courtesy, but in spite of it he came out growling about “the dirty look the paying teller gave him!”

It is not only in the first contact that civility is important. Eternal vigilance is the price of success as well as of liberty. Another incident from the banking business illustrates this. Several years ago a bank which had been steadily losing customers called in a publicity expert to build up trade for them. The man organized a splendid campaign and things started off with a flourish. People began to come in most gratifying numbers. But they did not stay. An investigation conducted by the publicity man disclosed the fact that they had been driven away by negligent and discourteous service. He went to the president of the bank and told him that he was wasting money building up advertising so long as his bank maintained its present attitude toward the public. The president was a man of practical sense. There was a general clearing up, those who were past reform were discharged and those who stayed were given careful training in what good breeding meant and there was no more trouble. Advertising will bring in a customer but it takes courtesy to keep him.

Business, like nearly everything else, is easier to tear down than to build up, and one of the most devastating instruments of destruction is discourtesy. A contact which has taken years to build can be broken off by one snippy letter, one pert answer, or one discourteous response over the telephone. Even collection letters, no matter how long overdue the accounts are, bring in more returns when they are written with tact and diplomacy than when these two qualities are omitted. If you insult a man who owes you money he feels that the only way he can get even is not to pay you, and in most cases, he can justify himself for not doing it.

Within the organization itself a courteous attitude on the part of the men in positions of authority toward those beneath them is of immense importance. Sap rises from the bottom, and a business has arrived at the point of stagnation when the men at the top refuse to listen to or help those around them. It is, as a rule, however, not the veteran in commercial affairs but the fledgling who causes most trouble by his bad manners. Young men, especially young men who have been fortunate in securing material advantages, too many times look upon the world as an accident placed here for their personal enjoyment. It never takes long in business to relieve their minds of this delusion, but they sometimes accomplish a tremendous amount of damage before it happens. For a pert, know-it-all manner coupled with the inefficiency which is almost inseparable from a total lack of experience is not likely to make personal contacts pleasant. Every young man worth his salt believes that he can reform the world, but every old man who has lived in it knows that it cannot be done. Somewhere half way between they meet and say, “We'll keep working at it just the same,” and then business begins to pick up. But reaching the meeting ground takes tolerance and patience and infinite politeness from both sides.

“It is the grossest sort of incivility,” the quotation is not exact, for we do not remember the source, “to be contemptuous of any kind of knowledge.” And herein lies the difficulty between the hard-headed business man of twenty years' experience and the youngster upon whose diploma the ink has not yet dried. “Ignorance,” declares a man who has spent his life in trying to draw capital and labor together and has succeeded in hundreds of factories, “is the cause of all trouble.” And a lack of understanding, which is a form of ignorance, is the cause of nearly all discourtesy.

So long as there is discourtesy in the world there must be protection against it, and the best, cheapest, and easiest means of protection is courtesy itself. Boats which are in constant danger of being run into, such as the tug and ferry boats in a busy harbor, are fitted out with buffers or fenders which are as much a part of their equipment as the smokestack, and in many cases, as necessary. Ocean liners carry fenders to be thrown over the side when there is need for them, but this naturally is not as often as in more crowded waters. A single boat on a deserted sea with nothing but sea-gulls and flying fish in sight cannot damage any one besides herself. But the moment she enters a harbor she has to take into account every other vessel in it from the Aquitania to the flat-bottomed row-boat with only one man in it. It is a remarkable fact that most of the boats that are injured or sunk by collision are damaged by vessels much smaller than themselves. Most of these accidents (this statement is given on the authority of an able seaman) could have been prevented by the use of a fender thrown over the side at the proper moment. Politeness is like this. It is the finest shock absorber in the world, as essential from an economic point of view as it is pleasant from a social one. In business there is no royal isolation. We are all ferry boats. We need our shock absorbers every minute of the day.

No boat has a right to run into another, but they do it just the same, and a shock absorber is worth all the curses the captain and the crew