The all-important bottom line may still reign supreme, but that hasn’t stopped many in the business world from trying to climb the ladder of success with style.
Etiquette training schools report that their enrollments are on the rise—a trend they say is driven by those who feel proper use of social and business graces gives them an edge.
"It's becoming a very competitive world,” said Patricia Fitzpatrick, founder and director of the Etiquette School. “People are seeking etiquette training to stay on top of their game."
In 2012, the Etiquette School of New York, based in Manhattan, a 20 percent increase in enrollment and in 2013 the increase is nearing 40 percent.
About 85 percent of professional success is due to "soft" skills, such as social and people skills, and 15 percent is due to technical knowledge and skills, according to three separate research projects by Harvard University, the Carnegie Foundation and the Stanford Research Institute.
"There is a lack of social graces or soft skills in society, but the wealthy already have etiquette skills and knowledge. Many of them grew up in a very formal family environment or they learn etiquette in boarding school or from their grandmothers," said Fitzgerald.
Credit union executive Carol Kerr calls etiquette training the key to increased revenue and word of mouth sales.
She's requiring 20 members of her client-facing staff to complete the American School of Protocol's Power, Presence & Style etiquette class.
"The standard we are trying to achieve is excellence and polish. I expect the class to improve and enhance our business and attract new clients by teaching our employees to be professional and gracious," said Kerr, who is head of client services at Member Driven Technologies, a credit union service organization in Detroit.
Kerr graduated from the class herself in the early 1990s when she worked in sales at an Atlanta-based technology sales company.
"It's the difference between being a capable professional and being a polished professional. By the end of the class, you are well equipped to navigate in any situation with any level of individual from CEO to a staffer in accounts receivables," said Kerr.
In one full-day seminar with her co-workers, Kerr recalls learning how to introduce herself at a cocktail party, how to eat a formal dinner, wear appropriate attire in a corporate environment and make eye contact, when to hand out a business card and how to make clients feel special.
"The class absolutely contributed to my increase in position and income through client satisfaction, client retention and attracting new clients through word of mouth of our professionalism," Kerr said.
Last year, Fitzpatrick trained a group of financial advisors from HSBC's Wealth Management Group on how to work with wealthy clients.
“If you have to work to get your wealth, you need to be refined and meet with people at certain levels. Not having these skills can cause you to lose business," Fitzgerald said.
Atlanta-based American School of Protocol and Personal Best, with 452 locations in the U.S. and 18 in other countries, has had an increase in interest and enrollment among corporate clients and people of all age groups, said Peggy Newfield, the school’s founder and president.
"Technology has changed how we play the game. The crop that's coming up is technology savvy but they don't know what to do face to face," Newfield said.
Owning an etiquette-training business can be lucrative. Companies pay Newfield $3,500 to $4,500 to spend the day with an executive and $995 per person for 15 employees to complete the school’s “Power Presence and Style” class in one day.
"Unfortunately, many times a decision maker in a company contacts us after something happens, such as losing a client because of an employee's lackadaisical attitude, eating without manners, not paying attention to the account's needs or just bad customer service," Newfield said.
Fitzgerald's weekend etiquette class costs $575.
"People in the middle-class who are rising can only go so far if they don't have these skills. The CEO of a company doesn't want a vice president who doesn't know how to cut a steak, shake hands or make eye contact," Fitzgerald said.
Social media adds a new layer to etiquette that didn't exist 10 years ago, she added.
"Facebook has caused many to be seen in an unfavorable light, mostly because of thoughtless posts," said Fitzgerald.
Newfield recently added social media to her etiquette curriculum.
"Resist the urge to comment on everything. Make sure you actually have something to contribute to the conversation before you include yourself," she advised.
