Many businesses have come up with company values, but upholding them isn’t about plastering them on office walls or including them in company brochures. Instead, they should be ingrained in every facet of the business, especially in interactions with clients and customers.
Business leaders play a pivotal role in ensuring these values aren’t just words, but actions that define the company’s ethos. When team members consistently model these values, it builds trust and brand loyalty and sets the organization apart in the marketplace.
Below, 15 Forbes Business Council members each offer one recommendation for approaching company values as a leader so that your team not only understands them, but also consistently models them in every client interaction.
1. Educate Your Team
We never sway from our company values, and we make certain that none of our associates do either. Education is first. All of our associates completely understand and share in our company values. The first time they sway, they have to go somewhere else. They see us live our values day in and day out. It’s always rewarding to see them live these values as well. – ‘Smitty’ Robert J. Smith, Robert J. Smith Productions
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2. Reward Team Members Who Follow Values
Leading by example is one of the best ways to ensure and encourage the propagation and projections of company values in any situation, internal or external. Rewarding the execution of these values by team members is one way to establish commitment. It is important to frequently talk about it in formal and informal forums to reinforce the values and the embodiment of them. – Sameer Zaveri, Datamotive.io
3. Embed Values Into Training And Communication
Consistency in modeling company values starts with leadership. It’s crucial to embed these values in all training and communication. Regularly spotlighting and rewarding employees who exemplify these values in client interactions reinforces their importance, making them second nature for the entire team. – Lee Blakemore, Introhive
4. Tie Values To Your Company Mission And Offerings
Make sure your values relate closely to your mission and the service or product you’re providing. If your values align with the need you’re addressing, acting out these values should come organically. As a leader, it’s also critical to model and celebrate them within your company. Every team member should know each value, but it’s up to leadership to embody them and communicate them consistently. – Jordan Peace, Fringe
5. Integrate Them Into Performance Reviews
One method is to integrate company values into performance reviews and rewards. Employees who understand that embodying these values impacts their evaluations and promotions are more motivated to act accordingly. Publicly recognizing those who exemplify these values with clients sets a clear standard and inspires others to follow suit. – Andrei Neacsu, HyperSense Software Inc
6. Ingrain Values Into The Culture
Recognize that modeling company values is not just a matter of following guidelines but a reflection of overall company culture. It would help to foster a positive work environment where these values are celebrated and reinforced by creating opportunities for open communication and feedback, recognizing employees who exemplify company values and providing ongoing training and development. – Michael Shribman, APS Global Partners Inc.
7. Give Your Team Freedom In How They Embody Company Values
I trust my team’s judgment and let their authentic selves shine through. It’s about giving them the freedom to naturally embody our values. There are no scripts and no rehearsed lines—just genuine, unfiltered interactions. I trust the very essence of the individuals I’ve hired, and allow them to embody our values naturally. It’s like saying, “I believe in you; let our values shine.” – Eduardo Mello, Alabama Solutions
8. Serve As A Practical Reference For Your Team
As CEO, I feel it is critical to set a good example and regularly demonstrate business values in all of our contacts. We can set the norm for our teams and give them a practical reference for how to connect with clients and customers in accordance with our values by showing the behaviors and attitudes we value. – Khurram Akhtar, Programmers Force
9. Prioritize Recognition And Accountability
Recognize and reward team members who consistently uphold company values during client interactions. Conversely, hold individuals accountable when their behavior deviates from these values. This ensures a culture of integrity and alignment. – Deyman Doolittle, ShipSigma
10. Repeat Values During Meetings And Events
Keeping the values of the company front and center provides a consistent reminder for the team to incorporate these in their interactions. It also helps to instill these values repeatedly during company-wide meetings and events. It’s important to give recognition to those who effectively demonstrate those values. – Arthur Bretschneider, Seniorly, Inc.
11. Demonstrate Company Values In Your Daily Work
Business leaders can foster consistent modeling of company values in client interactions by leading by example. Demonstrating these values in their own actions sets a standard for the team. This showcases how company values apply in real-world interactions, which will motivate team members to follow suit. This also cultivates a culture where upholding values is integral, enhancing trust and credibility with clients. – Neha Naik, RecruitGyan
12. Ensure Client Interactions Are Positive And Consistent
Ensuring positive and consistent interactions with your clients is critical to aligning with your values and brand. Have your team start with the basics of listening to your clients. They should allow customers to speak, and then actively listening without interruption. Once customers have voiced their concerns, employees should offer a solution. This approach ensures clients feels understood. – Francisco Ramirez, The ACE Group (TAG)
13. Highlight Real Examples Of Embodying Values
Leading a team is not just about stating values—it’s about embodying them. For example, imagine praising “Sarah” during a meeting for showcasing company values with a challenging client. This isn’t just applause for Sarah; it’s a message to everyone saying, “This is who we are.” Values become more than words by consistently highlighting such moments—they become the company’s heartbeat. – Pedro Barboglio, Remote Team Solutions
14. Nurture A Work Environment Of Value Alignment
Nurture a work environment where the company values align truly with those of the team. It’s not enough to just showcase an image to the outside world or to the clients; this image should mirror reality in terms of the work atmosphere, professionalism and positive attitude in the office as well. – Ivan Popov, Vipe Studio
15. Create Programs Around Your Values
Increasingly, companies are creating daily or regular programs to reinforce cultural values. This is done by dedicating time for people to share examples with one another of how they actually applied one of the values to service customers. For instance, the Ritz Carlton has daily morning meetings that everyone attends. Several of my clients incorporate a similar ritual at the beginning of each leadership and staff meeting. – Jerry Cahn, Age Brilliantly
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