Book Review: Getting NAKED
Book Reviews April 26th, 2010A Business Fable About Shedding The Three Fears That Sabotage Client Loyalty
Author: Patrick Lencioni
Naked service providers achieve a completely different level of client loyalty and its primarily about the foundation of any relationship, trust. That trust is developed by being vulnerable and getting outside your comfort zone, the areas I most admire and aspire to myself. That is what this great book is all about. Lencioni does this in his unique style by writing the book and teaching the content as a fable. He is a fantastic story teller and I really connected with the humor that was added in this book. The main characters is in charge of ‘integrating’ a new team from a company that was expected to be swallowed up in an acquisition and he quickly discovers that his integration is going to require integrating the smaller company’s more effective consulting methods are what truly need to be integrated.
Of course the main character and whom is telling the story is faced with many challenges of learning this new style of vulnerable consulting service. The humorous aspect is that the main character constantly narrates his thoughts as if he is saying them and then explains which I found myself laughing out loud from many times and the shock of what is really said versus what is thought brings life to the characters and realism to the story. In fact, the impact of this I believe actually helps to convince the reader of each of the unconventional service methods that are presented through the main character’s learning by practice approach throughout the story. I feel the book provides so many great examples (and realistic ones) all while clearly explaining the reasoning and doubts from the dialogue and thoughts of the characters. It’s a fun story to read and an even better one to learn from if you are at all interested or involved in any kind of service to others.
The following is an outline of the “Naked Service” that is demonstrated in the book and is tough to digest without the context of the story or more examples, but here it is anyway, which I hope will wet your appetite and entice you to read this book. It’s well worth it!
Fear of Losing the Business
Put your self at stake even when there is a risk to lose that business or jeopardize the relationships. Honest and self assured consulting is the best approach here.
Principles:
- Always consult instead of sell – demonstrate value by serving
- Give away the business – give away advice and be generous even before they are a client.
- Tell the kind truth – Protect the client needs by telling every truth. Its presented with kindness and respect but never sugar coated even if the service provider will be sacrificed as a result.
- Enter the Danger – Step right into the middle of any uncomfortable situation to fearlessly deal with an issue that others are afraid to address. This grows great loyalty and shows integrity with an opportunity.
Fear of Being Embarrassed
Making suggestions even if they might make them look foolish. Clients learn that this is a way to trust the provider.
Principles:
- Ask dumb questions – Asking more questions and possibly obvious questions shows courage and results in uncovering
- Make dumb suggestions – Suggestions without confidence often turns into a great insightful suggestion and is what is remembered, not that some suggestions are ignored or denied.
- Celebrate your mistakes – Being wrong is an inevitability and perfection is never expected, so acknowledge mistakes
Fear of Feeling Inferior
About getting past trying to look superior with a high level of standing or expertise. To get over this, the service provider must be willing to purposefully put themselves below the client and make the needs of others (no matter what it is) more important than their own.
Principles:
- Take a Bullet for the client – Finding moments when we can sacrificially relieve some burden from the client and then confront them with the kind truth
- Make everything about the client – A powerful tactic by focusing on helping, supporting and honoring the client
- Honor the client’s work – Take an active interest in the client’s business
- Do the dirty work – Be willing to take on needs of the client regardless of the level of the work and do it humbly to earn gratitude and loyalty
- Admit your weaknesses and limitations – General weaknesses should never be covered up since it prevents you from doing best in areas you can thrive
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Next: Resources April 2010
April 27th, 2010 at 12:46 AM
Interesting post about client relationship Mike.
I have been in retail as early as 14 yrs old. A customer will always smile whenever you give genuine assistance and asking for nothing in return except maybe customer appreciation for the value added service.
Sometimes you gain customer respect and loyalty by admitting its your fault but are willing to rectify the problem immediately.
“Do the dirty work – Be willing to take on needs of the client regardless of the level of the work and do it humbly to earn gratitude and loyalty”
Great Principle- This allows the customer to sometimes empathize and understand what it takes to keep a customer satisfied
April 27th, 2010 at 2:47 AM
I love a good story. Reminds me of the book “The Monk Who Sold His Ferrari” which I’d highly recommend to you.
April 27th, 2010 at 5:48 AM
Lencioni puts a concept into the form of a fable. It’s an unique approach and he’s able to pull it off nicely. At times the approach can get a bit lengthy, I do find that it allows the author to do his job well. Most specifically, it enables him to draw important contrasts between how most people do things and his approach of a prescribed way of doing things.
I’d recommend this book highly if you work in or manage a professional services firm or are interested in overall career development. I believe that if we had more people in the executive world who looked at relationships in this way, more business engagements would have more success.
Till then,
Jean
April 27th, 2010 at 12:14 PM
Love all his fables. I’ll have to check it out.
April 30th, 2010 at 7:45 PM
@Vincent – thanks for the highlights and reminders from someone who obviously knows about customer service and loyaty from that experience.
@Richard – Hmm, I’ve not heard of that one yet so will have to look it up to see if it catches my interest. Thanks for the recommendation.
@Jean – He definitely does a great job of these fables, I enjoy all of his books, just finished another one actually I’ll publish a review on soon. Its been quite useful in work and simple to help in dealing with people better for relationships if you want to please others.
Thanks David for the comment and support!
May 2nd, 2010 at 9:21 AM
Fear being the operative term here. Eliminating fear on as many levels as possible is key to ultimate success in many, many aspects of your existence.
May 4th, 2010 at 8:33 AM
This certainly sounds like a book I would enjoy. I do like it when the characters reiterate themselves. I need a good book for the beach as well!