Commitment… do you have it or do you need to learn it?

In a recent discussion I was involved with on LinkedIn, people were discussing the difficulty of finding good people.

In a blog post I recently read, the author commented that one of the reasons people gravitate to large corporations is to avoid making tenuous decisions.

My son commented to me last week at a baseball game that a player at bat looked like he had no interest in the game.

Incidents like these got me thinking. (I do that on occasion). Is commitment learned or is it ingrained in certain people at childhood? Maybe there is a switch in the brain that turns on a person’s serious side to make a commitment?

So, in instances like this, I turn to an expert, Wikipedia. It states that a commitment is a promise or a personal commitment. It can also be a contract, a legally binding exchange of promises.

A few years ago, I researched and wrote an article on trust. Marketing works hard to make a good first impression for a business. A company can use marketing and sales to gain trust as they communicate with their market place.

In comparison to the definition of commitment, trust may seem like an obscure concept, and somewhat difficult to define. Sometimes a customer can’t tell if they truly trust a sales person or the company providing products and services. On the other hand, most people will accept a promise or personal commitment until they are proved otherwise.

Is a lack of commitment the precursor of not trusting a person or company?

Let’s look at it another way. There is emotion in a purchasing decision. Trust isn’t an emotion. It’s a learned behavior that we gain from past experiences. It is hope and dependability, and putting the customer’s confidence in your product and services.

A lack of commitment will erode any trust a company gained from past experiences. Therefore, is commitment not an emotion?

Trust is a risk. Marketing can address risk in the purchasing decision. For example, placing your satisfaction guarantee in the copy of a web site or in any selling promotion just might be the final hurdle for someone to make a purchase.

However, if a customer is not satisfied with a purchase, and the company moves too slowly to resolve it, the trust earned is easily lost. A lack of commitment by an employee can quickly lose any trust a company earned.

Day in and day out, just about everyone makes a promise or a personal commitment to do something. However, when it comes to employees, is everyone committed to your company’s goals and objectives? Does your company have a certain standard of commitment? It is the combination of both supporting and improving behaviors that makes up the practice of commitment?

Let me know what you think. Do people have commitment or do they need to learn and earn it? 


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About MarketingDoc 398 Articles
30+ years in marketing. 30+ years as a small business owner. Love music, photography, gardening and just about anything outdoors!

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