CHOOSING THE HIGH ROAD IS ALWAYS GOOD BUSINESS
We were very pleased and proud to learn that our advertising agency, a long-time ally in our growth as a company, was selected recently as a finalist for the Business Integrity Award from the regional Better Business Bureau.
Imagine that, “Integrity” and “Advertising” in the same breath!
In this case, however, I’m not a bit surprised – I know that the recognition is well deserved. I recall a column on “Truth in Advertising” that the owner and founder of the agency, Robert, wrote for a major business publication. In it, he explained how basic integrity must be at the root of any lasting business success. “Outrageous promises and unsupported claims will always attract attention, and maybe even make a sale,” he wrote. “For the long term, though, you rely on repeat business and referrals… anything that smacks of dishonest advertising will be called to account, loud and clear.”
The value of integrity goes beyond advertising alone, of course. Robert’s firm has always provided us with honest, transparent guidance, which has led us to a close, lasting business partnership built on trust.
And that’s the way we believe all business ought to be conducted. We know it works. I have watched, first-hand, as our BEKA Lubrication “brand” grew to nationwide leadership. Along with our success and profitability, we earned the trust and friendship of manufacturers, dealers, suppliers and customers everywhere. The creators of BEKA products, Baier + Köppel, also recognized the strength of our brand values in America. And that became a major factor when the factory negotiated the recent acquisition of our business.
There have been times when it may have been easier for us to over-promise to our dealers, or resort to questionable marketing tactics, or to walk away from a customer’s problem… but that doesn’t build strong companies.
One of the first lessons of business we learned in our formative years is that ethical (and respectful) business practices are the only path to take for long term success. Since we opened up our BEKA Lubrication offices in North America in 1994, we’ve tried to practice what we preach, and we encourage all the stakeholders in our industry to stay to the high ground at every turn.