Every company is looking for an edge—an extra something that will make it more innovative, resilient, and profitable.
To achieve this, companies are pouring billions of dollars into everything from new technology (AI-powered!) to process optimization and efficiency initiatives. Look further than Silicon Valley's “year of efficiency” to see these approaches prominently on display.
However, investing in technology and shedding staff isn’t the only way to bolster your competitive advantage. Instead, companies can invest in their people, giving them the soft skills and professional etiquette needed to build stronger relationships, close more deals, and create lasting partnerships.
Etiquette Intelligence – the positive behaviors of an individual who is self-aware of their behaviors, cares about how someone else feels, and represents themselves well – can foster an environment where trust, collaboration, and mutual respect flourish.
Here’s how leaders can bring their companies back to the basics and make professional etiquette a reality right now.
Promote Self-Awareness
Professionals are more technologically connected than ever before.
The average small business with fewer than 500 employees uses 172 apps, while mid-market companies use 255, which is still just a fraction of the apps and services leveraged by major corporations.
Interpersonal touchpoints abound when sending messages on Slack, working through an email inbox, or sitting in countless Zoom meetings.
However, this hasn’t resulted in a more connected and productive workforce. Instead, it’s made us more distracted and disengaged. One employee survey found that 59 percent of employees say that digital tools contribute to stress at work, making them more distracted and disjointed.
That’s why we have to be self-aware. We have to understand how our apps and services impact our connections, collaboration, and overall productivity.
Rebrand yourself and your organization around self-awareness. Pay attention to the people around you, and be mindful of how each interaction, tool, and task affects your focus and well-being.
Care About the Individual
We may measure business success by the number of deals closed, dollars earned, or market share gained, but each outcome has an individual behind it. When we care about the individual, our collective outcomes improve.
Practically, this means:
Making thoughtful introductions: When introducing people to each other, provide meaningful context that highlights their unique value and helps create genuine connections.
Using people’s earned honorifics: Always use professional titles (like Dr., Professor, Judge) when addressing someone who has earned them unless they explicitly invite you to use their first name.
Knowing your local standards: The standard of formality will vary by location, sector, and culture.
In general, it's best practice to address people with maximum formality appropriate to the circumstance, allowing your audience to invite you to be more casual or familiar.
When we care about the individual, we can be less transactional and more transformational in our approach to other people. It’s a higher level of respect.
Model From the Top
Professional etiquette can be taught academically, but it’s most effective when it’s modeled personally.
In this way, professional etiquette is, in a good way, a top-down priority.
For example, when managing a meeting, set the tone for appropriate attire, arrival times, and engagement expectations.
How we interact with others matters to us and our own professional currency, but it also matters for our teams. As we lead, our teams will follow.
This doesn’t mean that leaders have to be perfect, but your employees are watching what you do as much as they listen to what you say, making what you exhibit central to professional etiquette training.
Perhaps most importantly, model professional etiquette by celebrating success.
Reorienting your team around professional etiquette is a process and requires personal and collective change with inspiration. This can be difficult, so we need to celebrate and commend the successes of our teams.
Support People and Improve Outcomes
People recognize a premier brand encounter. They recognize transformational customer experiences, innovative products, and exceptional service.
They also respond to these traits.
One PwC survey found that 73 percent of customers say that experience is the most important factor when purchasing, outpacing price and product quality.
Our competition knows this.
That’s why technology and efficiency alone won’t create compelling brands that last. We must reinvigorate professional etiquette to create meaningful human connections that transform transactions into relationships.
Pamela Eyring is the president and owner of The Protocol School of Washington®, an accredited school focusing on international protocol, business etiquette, and communication skills training. With more than four decades of public and private sector experience in operational protocol and educational development, Pamela has extensive knowledge of U.S. and international practices and is a global thought leader in the etiquette and protocol industry. Prior to her work at PSOW, Pamela was Chief of Protocol at Wright-Patterson Air Force Base, (the first civilian to hold the position), where she planned and directed military, government, international and civic ceremonies, conferences, special events and presidential visits. In both her military and professional work, she has worked with heads of state, four-star general officers, CEOs of Fortune 500 companies, leaders in academia, and entrepreneurs from around the globe.
