Are You Fronting Up?

Every year I go to the Fieldays to meet existing, past and future customers. This year I made a curious observation. In the companies doing “great”, the leaders were out front. In the companies doing “good” (not many agri-businesses are doing “bad” in this market), the leaders were out back, or absent.

The leaders of the great companies are the face of their business - standing at the front of their tents, engaging with customers, colleagues, partners and politicians. I even had the CEO of a large agribusiness hand me their latest brochure as I walked in. These leaders aren’t afraid to get on the coal face, and they don’t see the front line as beneath their station.

Fronting up isn’t just a trade show strategy - it’s part of the leader’s DNA. It’s who they are.

Fronting up has two powerful effects. The first is to the public. Leaders who front up live up to their company’s values and brand promises around caring for customers and community. They give the public very real examples of values in action and promises fulfilled.

In one conversation I was part of, the leader was asking a long-standing customer the tough questions: How are we doing? How can we be better? What can I do to help? The answers weren’t all positive - but the trust built and loyalty gained through that conversation was massive.

The second effect is to their people. When leaders front up, their people follow. Instead of telling their people to engage customers, these leaders show them. Their actions match their words. They earn respect - not through title, but through example.

The result? Their tents are buzzing. The vibe is electric. Even grumpy, conservative farmers brighten up and come alive when they walk in. By comparison, other tents seem stale and sterile. Expensive marketing, flashy banners and generous giveaways are no match for an engaged team and a leader who fronts up.

I’m interested in your thoughts. How are you and your leaders fronting up?

Mark Windust is an influential Thought Leader in the areas of Sales Strategy, Sales Leadership and Sales Performance. Since launching his consulting practice in 2007, Mark has worked with 1000's of business leaders, salespeople and entrepreneurs’ to help them transform their sales results.