Dont Ask If You Dont Want An Answer…
Honesty In the Business World
A few years ago I was in a prospect client meeting. It was with a local company that was moderately successful in its chosen industry. The meeting was going fairly well. There was some good dialogue, I was my normal, charming, loud self, in a funny sort of way that is.
Prior to our meeting, I of course had done my due diligence and researched them (the client). Dissected their site, looked at their site numbers, watched some of their previous TV spots, read some of their ads… did as much kicking of their tires as I could on my own… i.e. via the web.
At one point the marketing director or manager or baron or whatever he was called turned to me and asked…
“So, have you had a chance to look at our current advertising and our website? What did you think? And I want you to be brutally honest. ” And believe me, he meant what he said… he wanted brutal honesty.
Now this is akin to a wife asking a husband “Does this dress make me look fat?” (Not in my case mind you as my beautiful, talented, gorgeous wife ALWAYS looks great) (insert kiss ass joke here) 
But really, is there a right answer to this question? Of course there isn’t… so the best course of action is to be honest and let the chips fall where they may.
“So, have you had a chance to look at our current advertising and our website? What did you think?”
‘Yes, as a matter of fact I did. I saw some of your TV spots, was on your site, read some print ads… and quite frankly and with all due respect, who created these? Who wrote the TV and print ads? Who designed your site? I don’t think I’ve ever seen a more disconnected, convoluted collective group of marketing collateral than when I looked at your stuff.
The TV spots were incredibly cheap and cheesy looking. The acting was deplorable. The writing horrific. Your print ads have more words in them than should be humanly allowed. And your website? Holy Moses, is that written in English cause I wasn’t sure there for a while.’
The look on his (marketing director) face was one I will never forget… he was incredulous, aghast if you will after hearing my uncensored opinion.
“What do you mean? Our website’s not that bad. And our TV spots are hilarious. You don’t know what you’re talking about. You’re just saying that cause you want the account.”
‘I’m sorry, but asked me to brutally honest, right? Well I would not be doing you any good if I lied to you and told you I liked something if I didn’t. If in fact I did like any part of it, I would have told you.
The meeting ended rather abruptly soon after. And we didn’t get the account.
I later discovered that he himself, the marketing director helped create, write and even design much of the marketing collateral for the company. Maybe he was looking for someone to give him a glowing review and pats on the back and a few ‘atta boys’ but…
Dont’ Ask A Question, If You Don’t Want An Answer…
Have you ever been in a similar situation, either professionally or personally?
Maybe you were the one asking the question but you didn’t like the answer?
If someone says to you “I want you to be brutally honest”… are you? Or do you still show some discretion based on the context and the person doing the asking?
Thanks!
Steve O
Image source: /frenchessence.blogspot.com
7 Comments to Dont Ask If You Dont Want An Answer…
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Just ask my husband I am usually brutally honest with my responses. Good or a flaw?
I’ll take some of your suggestions and try to apply them.
Yes, I was put in the exact same position, but had a feeling that much of the copy was written internally because it was soooo bad! So, I actually danced around the question and instead of criticizing what was wrong, I offered suggestions on how it could be written better. I did the same with the graphics that were completely inconsistent as far as branding was concerned. I still don’t know who they awarded the work to because this just happened a week ago! We’ll see what happens!
Steve, I’ve got a Human Resources background…which doesn’t mean that I can’t be brutally honest when it’s required (and enjoy it thoroughly!), but which does mean that the circumstances of each situation need to be taken into account.
Particularly if you’re trying to sell something, the judicious thing to do is to point out what’s good — and you can find something good in just about anything, even if it’s the graphics or the background music! — then hit them with the “however, I would make some suggestions that I think would strengthen, tighten, etc.”, give a rationale for your suggestions, and then end on an upbeat note about how your ideas would increase their market share, whatever.
I’m sure you’ve heard the old phrase about catching more flies with honey than vinegar? I teach this same approach, BTW, to my clients when they’re getting ready for interviews, and likely to be asked the question, “what did you think of your last boss.” That’s also a chance to make a real “oooooops!….”
I try to be diplomatically honest. Though brutally honest is a very strong temptation at times!!!!!
@Smit, as her husband I can most assuredly attest to her brutal honesty and I wouldn’t have it any other way.
@Emo thank your checking in, and good luck!
@Charisse yes perhaps a little dancing on my part may have served me well but… guess I wasn’t in the mood to dance!
@Paula I indeed have heard the “flies, honey and vinegar” phrase… but in this case the person wanted the vinegar and nothing but…
@Steve Diplomacy is indeed a good trait and I normally practice it but in this case…
I pride myself on honesty but tend to round up some tact to go along with it – easing into the truth if it’s going to hurt.
It depends on the situation – they come up all the time in this thing called life. Get them a good cup of coffee first and ease into it, Fella!