It is so common in our society to tell people what we think they want to hear in an effort to get them to do what we want them to do.  I am willing to give the most talented people credit for seeing through that transparency.  It is pervasive, and I wonder…is it working?

In WorkPuzzle, we talk, almost endlessly it seems, about building relationships as part of recruiting and coaching.  I would think any good retention plan would incur some degree of value added coaching/mentoring, especially with newer agents.  Is it not in the coaching that you have the opportunity to build and maintain solid relationships with your agents?  Fundamentally, authenticity is what people take away from their experience with you.  

So, let me ask you a question:  How much does your outside reflect your inside?

Simon Sinek, a leader in inspiration and innovation, offers this as his definition of authenticity:

“Authenticity means that the way we present ourselves to the outside is a perfectly accurate representation of who we really are.  That means, the outside world should be able to guess what it would be like to work there based on their experience… This is not idealism, it's good business.  The more the inside and the outside match, the more those on the inside will invest of their own blood, sweat and tears to see the company succeed.  This makes it much easier to match the expectations a customer has with the experience they will actually get.  And when that happens, when authenticity really exists, loyalty results.”

There are two compelling dynamics in Sinek's observation:  The first can be found by reading this concept relative to your existing agents.  If they see the real you and that relationship adds value to their life, a sense of loyalty will prevail and you will be more successful in your retention strategy.  

Second, by extension, those agents in your market and new-to-business prospects, will also experience, either directly or indirectly, that same sense of “realness” and be inclined to want/choose to be immersed in your environment.  

I am not suggesting that your authentic self is the sole motivator for retention or recruiting, but I do believe it will take you a long way towards achieving a higher success rate in these two aspects of your job. 

Here's something else to consider…the trickle-down theory of authenticity.  Coaching your agents to incorporate their authentic selves in their business strategy will draw potential customers to them, and instill the same kind of loyalty that can lead to repeat business and referrals.  That one word can improve retention rates, recruiting goals, and market share…now that’s efficient!

Editor's Note: Lee Gray is the Senior Account Manager at Tidemark Inc. Lee is a guest contributor to WorkPuzzle. Comments or questions are welcome. If you're an email subscriber, reply to this WorkPuzzle email. If you read the blog directly from the web, you can click the "comments" link below.