Corporate speak is mostly
hilariously impotent and rightfully maligned. Synergy. Disruption. Paradigm
Shift. We’ve all encountered numbingly boring presentations and articles that
rely on these “concepts,” and hopefully we’ve all seen some very funny satire
putting down these linguistic failures. But, as a lover of words, I actually
believe in the power of language to alter our attitudes and, ultimately, our
behavior. And there is one business buzzword that, when used in place of the
dreaded “V” word, can make a real impact on how we approach business.
The “V” word is vendor and I’ve
heard it whispered and uttered with a general sense of contempt many times.
“Oh, no need to talk with George at the social. He’s just a vendor.”
or:
“If we do this [insert marketing/networking activity], we’ll look
like a vendor.”
and, of course:
“My client treats me like a vendor.”
The best business women and men I
know, the best attorneys, and, if we’re being honest here, the best people,
treat everyone exactly the same. Have you ever heard someone described as “magnetic?”
We’ve all encountered people that just seem to brighten rooms and lives. Those
folks come by it honestly, by being genuinely interested in other people across
all spectrums and, crucially, being totally present in the moment. Those
derogatory vendor quotes? These people don’t utter them because they don’t
think that way.
Try as I might, I am not one of
those people. Don’t get me wrong, I want to be. I work on it. But something is wired in me to default
to cynicism in stressful or unnatural situations. And so I change a word. I use
that handy corporate speak. Everyone I do business with, whether I am paying
them (or they are in the process of trying to get paid) or they are paying me
(or I am in the process of trying to get paid) is a partner.
“I need to talk to George.
He’s a partner.”
or:
“If we do this [insert
marketing/networking activity], we’ll show we’re serious about partnering.”
and, of course:
“My clients are my
partners.”
We are
selling something, all of us. It’s not dirty. You wouldn’t apologize for
helping someone. There’s no need to apologize for charging for the service.
Make sure your service is worth it, make your service something you would be
happy to purchase if you were in the market for it. We know this well, and
understand it intuitively, but apparently there is still some squeamishness associated
with certain terms. Like, the “V” word. If that bothers you, like it sometimes
does me, change the word.
