R E S P E C T....

More than 400 Chicago city workers lost their jobs last week. This is because two unions out of more than 20 chose not to make concessions.

Chicago's Mayor Daley is the ugly face of the layoffs. Politics aside, I respect him. He is willing to take the heat for the layoff decision -- even if it was a staff member's recommendation.

But, I have no idea who the union leaders are. I didn't see them standing in the spotlight taking responsibility. I guess it's human nature. But human nature often runs counter to character.

More marketers need to be responsible. They need the character Daley exhibited.

We like to buy from people we like. But we must trust and respect them.

As a salesperson or marketer, are you willing to take the heat? What do you do when a product or service fails? Do you take responsibility -- or do you pass the buck?

Nobody is perfect. Problems arise. It's how we deal with those problems that makes the difference.

Takeaway: Character counts. If you take responsibility, respect will follow. Sales are just the side effect.