Others

The various types of persons who add to and enhance the prospects of a business cannot be easily categorised. There are the authorities, the public in general, the various intermediaries, like the commission agents, the wholesalers, the small shareholders, and those who may be directly or in­directly connected with the progress of the business concerned. Sometimes the interests of these people in the concern may be vague and insignificant, and it may be the duty of the businessman himself to consolidate these vague interests into sound proposi­tions. It is through business etiquette alone that a business house may spread the sweet balm of its benevolence and utility to all and sundry who may happen to come in contact with the organisation.

In fact, the good will that a business organisation may be trying to build up through its various publicity media may .be by far expedited by the small attentions and even wee acts of congenial behaviour shown to everybody who is connected with the house. From the receptionist to the chief boss of the firm, the effort to please and satisfy has to. be pursued. The operator who has the first contact with a certain outside person has the responsibility to draw that person to the firm from this . first conversation. If she is rude or careless or does not give the attention that may be called for, the first impression on the" visitor or caller is not rosy, and very often it may be the first and last time that this caller would have any conversation with the firm in question. 

It may be a mistaken belief that a firm has to outsmart others by hook or by crook. Rather all the actions of the firm have to be above board. The saying 'cheat or be cheated' is actually not for the firm that purports to leave others behind. Overall respect cannot be accumulated all of a sudden by a single action, but by piece-meal deeds which have to be fool-proof in respect of duplicity, and this whole super-structure may tumble down through the short­sightedness of a few or even a single individual be­longing to the concern.