Reputation of CEOs and executives as a customer magnet: 7 boosts sales losses


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Reputation is a task that can never be placed on Acta. The strategy of working through a list point by point would be too simplistic. Reputation requires continuity. Only in this way can it prevent loss of sales, for example. 7 Impulse for thinking about your own reputation.

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Sereina Schmidt Best of HR – Berufebilder.de®Sereina Schmidt is an entrepreneur, consultant, sparring partner and speaker.

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Ensure trust with CEO reputation

In all its activities, corporate PR pursues the goal of building up trust: into its own service, its own products and, finally, its own brand.

However, if the CEO posts only one false statement on Twitter, the entire investment in this trust building is very quickly jeopardized. Apart from that, a reputation loss naturally also has far-reaching consequences for the CEO.

Is the manager's reputation ruined ...

... the loss of sales is almost guaranteed. Many entrepreneurs still live with the attitude that if they themselves are not in social media, nothing can happen. Not even close!

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The danger lurks in any case, regardless of whether you're on social media channels or not. Another disadvantage: if we can not read what others write about us, we can not respond.

As CEO and Company become visible

The big unknown does not count in business life. Only those who are visible to their customers can contact them.

The personal positioning, the way of communicating and thus the reputation make a decisive contribution to the business success. Once this personal brand has been created, it becomes tangible, tangible and tangible for (potential) customers.

CEO reputation is not a self-starter

The biggest mistake a CEO can make in reputation is to leave it all to himself. Because: The call is formed from the totality of impressions, experiences and relationships that others have with a person and / or the company. That's the reputation capital.

Only through interactions - in the ideal case just your own active actions - is the reputation formed. In fact, if you do not actively influence your reputation, others will. The fact is: You can buy a good image in the short term with an advertising campaign, your reputation is not. And above all: you only have one reputation!

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7 impulses for the right CEO reputation

Today, reputation work as CEO is not only a mandatory task, but should be taken for granted by the company. After all, it's not just about the CEO, but about the entire company and all the people who work in it.

To ensure that those responsible for communications do not receive a red card, they must act with networking thinking and foresight.

1. Your reputation status quo as a leader

When was the last time you googled yourself? Do not worry: this has nothing to do with exaggerated ego, but with practice-oriented reputation work. You should definitely listen when talking about you - but above all, what tweeted or otherwise so Internet posted.

So find out how well your name is already anchored - hopefully positive! An important question in this context: Do you have active reputation management and monitoring?

2. The own status quo as CEO

A clear positioning is important. Think about how and who you really are. What values ​​are important to you and what is important to you in general when working with other people. How authentic are you? How consciously are you a role model and live up to values ​​and rules? Do you demand from your employees things that you yourself are not ready to give? From this, you can develop a clear positioning for yourself as a CEO.

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3. The status quo of the value system in the corporate culture

Analyze the value system of your company.

  • Does it carry your personal values?
  • Are your “rules of the game” active here?
  • How were these values ​​implemented in the company?
  • Has this already developed into a corporate culture?

4. As CEO tell the truth

Important in this context is that you are always sincere: that is, that you basically put all the facts, facts and opinions on the table. Ask yourself:

  • How transparent do you communicate?
  • Is your communication sincere?
  • By the way, are you following hidden targets?
  • Do you use explicit goals to achieve something else?

5. Your communication status quo - personal

Employees can no longer be motivated by the annual goal of "double sales", but only inspired by "real" goals. So the question arises:

  • How do you work in direct communication?
  • How aware are you of your body language and nonverbal communication?
  • From whom do you receive real, professional feedback?
  • How inspiring are you?

By the way: It speaks at this point nothing against a professional advice, targeted help and support.

6. CEO and corporate reputation online

How fit are you in online communication and how well do you know about social media and online marketing? How active is your social network and where can you expand it effectively and effectively? Check what suits you and your business. Stay on the ball. Again, continuity is needed.

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7. Your expert status quo as a leader

Do you comment publicly on issues that underpin your expert status and expertise? Or would you rather (rashly) leave this field to others, possibly less well-versed competitors?


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  1. Jens

    Yes, exactly, the communication with customers should be top priority!

  2. sandra

    Why is marketing and customer service handed over to low-paid departments in many companies?

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