A fourth application is associated with business management and sales. Management applies interpersonal relations to subordinates; sales applies interpersonal relations to prospective customers. Adler's formula for effective interpersonal relations is simple: Do not make the other person feel inferior. Treat workers with respect. Act as if they are intelligent, competent, wise, and motivated. Give subordinates the opportunity and the encouragement to do a good job, so that they can nurture their own social interest by having a feeling of accomplishment and contribution. Mary Kay Ash, the cosmetics magnate, said that she treated each of her employees and distributors as if each were wearing a sign saying "make me feel important." A similar strategy should apply to customers.
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