bizjournals.com
Book review: Business Class
By Connie Glaser,
best-selling author and keynote speaker
October 10, 2005
In her concise new book, Jacqueline Whitmore gives
the reader clear examples of what -- and what not -- to do when it
comes to business etiquette.
Business Class: Etiquette Essentials for Success at Work is
dramatically different from the typical etiquette book. Thanks to
its size, its format, and the very personal confessions by
businesspeople in a variety of fields, this book is a welcome
addition to the workplace library.
Whitmore strongly believes that when a client or colleague has done
something particularly nice or has gone out of the way for you,
that's the time for a hand-written note of thanks or
acknowledgement. "This personal touch will convey that you cared
enough to take the time to sit down and think about that person. If
you think your handwriting is barely legible, print. It takes just a
few moments to write a brief thank-you note and there is a
thousand-to-one return when you take the time to express your
gratitude. People remember a thank you long after they have
forgotten what they did for you."
Whitmore recounts the experience of Fox News Channel's Neil Cavuto,
who writes a minimum of 10 to 15 thank-you notes a day. According to
Cavuto, "Little things can get big results. … It's part of my day. …
It's like working out."
Whitmore also quotes Jack Mitchell, of the Mitchells/Richards
clothing stores in Connecticut, who says that thank-you notes are
the heart of his company's success. "My mindset is that my client or
customer is a friend. Between the months of September and December,
I send more than 1,300 thank-you notes to our customers. If writing
thank-you notes starts at the top, then all your employees will see
the value in writing them."
Whitmore not only shares the experiences of business leaders around
the country, she also generously shares her own career's ups and
down. For example, early on, she was summoned into her boss's office
for a quick meeting. She assumed that it would be a routine
conversation, and was stunned to find out that, due to a
department wide layoff, she was being terminated. Wisely, Whitmore
continued to stay in touch with her boss. Two years later, that
boss's positive reference helped her land the job she wanted at The
Breakers hotel in Palm Beach.
"Although losing my job was tough to endure at the time, the
experience taught me three important lessons about life. Never
become complacent and assume that because you're doing a great job,
nothing can happen to you, because something can. Never speak
negatively about a past employer or business relationship that
turned sour. And don't burn any bridges -- your adversary today
could be your ally tomorrow."
Writing in an easy-to-read, conversational style, Whitmore makes
sure that learning the right way to do business can also be the easy
way. "While arriving on time, being honest, and returning phone
calls may seem like small pieces of the puzzle, when that are all
put together, they add up to the big picture you project of yourself
-- one that conveys that you are poised, polished, and ready to
interact with others in the highest professional manner."
Whitmore's practical guidelines help demystify the "code" of
effective business behavior. From the most common dining mistakes to
packing for a business trip, this book provides helpful tips to
assist even the most seasoned executive in upgrading from coach to
"business class."
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