It’s clear that “business as usual” practices of high pressure sales or fear tactics are over. In the aftermath of the global financial meltdown, it’s clear that trying to pull a fast one on customers, investors or voters just doesn’t cut it. There is a shift going on and people are waking up. Building successful relationships with your clients will take your business to a whole new level of success. The key to business and personal success these days are qualities of integrity, honesty, transparency, and authenticity.

Integrity – Integrity boils down to whether you do what you say, and say what you do. Are your brand, business and personal presence as the leader of your business all in alignment with each other? Can your customers count on you as their trusted advisor? Do you follow through on promises you make? If not, do you admit it and address the situation?

Honesty – Customers want the truth, not a snow-job. If a prospective client wants something you can’t offer, do you refer them to a more appropriate source? If a client’s best interests aren’t served by your programs, do you tell them that? If you feel stuck for an answer or need help, are you willing to ask for it?

Transparency – People can sense smoke-and-mirrors in an instant. Tell your clients the truth, and tell them specifically how you are set up to meet their needs. Do you make your clients fish around for the return policy or are you upfront about it? Being transparent in your business not only helps clients know, like and trust you, but it empowers them as well and strengthens your long-term relationship.

Authenticity – Every day, 420 women will start a new business, the majority of which will be home-based. The lines between “home” and “business” are increasingly blurred. WHO you are being shows up in your business in a nano-second and your clients pick that up. It’s not possible to put on the mantle of gutsy, visionary businesswoman if, in your personal life, you tolerate unhealthy personal relationships, are afraid to speak your truth or your finances are in a shambles. The savvy businesswoman knows that to grow her business, she must always be willing to grow herself. That way you can bring your full, delicious authenticity to your customers, co-workers and business mission.

Do you truly own the difference that you make or do you minimize your contributions? Do you struggle with taking compliments, credit, and appreciation for something that you’ve done?

In my experience, women can often be wonderful deflectors. It can feel uncomfortable for us to receive that kind of appreciation and acknowledgment.

Women, in general, don’t take enough time to celebrate our accomplishments because we’re always so busy about getting on to the next thing on the “to do” list. There’s a core belief underlying this minimizing behavior that tells us, “I’m not good enough.”

What that means for the woman entrepreneur is we may not have a fully realized sense of our self-worth. This can show up in our business in many ways, such as not following up effectively on leads, having sporadic or inconsistent marketing efforts, or procrastinating on making a great idea a reality.

The brilliant woman entrepreneur owns the difference she makes. She is tapped into her divine feminine power and allows that flow of wisdom and energy to guide her in business and in life. She receives compliments with grace. She is able to charge what she’s truly worth and as a result is able to attract the kinds of clients she wants to work with, and create a profitable and successful business as a result.

Being able to own the difference you make and the light you shine in the world is critical.

It’s become apparent in today’s economy that this dog-eat-dog competitive model of business that our society has adopted is falling apart.  Buckminster Fuller talked about it a long time ago when he said, “We have to make this shift from a model that’s based on scarcity and independence into a model of thinking about abundance and interdependence.”  I believe this is where women can really step-up to shape and mold the business world into a new sustainable direction.

Women possess a unique quality of feminine leadership and a particularly unique role and vision that they bring to the biggest problems.  In the business world, women face a unique set of challenges.  Women tend to have a more holistic approach to solving problems.  Women are very much tapped into (and designed with) an intuitive sense.  This can be both good and bad.

Women tune into how everybody is feeling.  Is this working?  What do I have to weave together in my role?  Women are naturally geared to looking at the care of other people.  On one hand this can become a challenge because in business there are decisions to make.  As a woman, you need to be able to handle people not agreeing with your opinions.  You need to let go of the expectation to make everyone happy.  On the other hand, a woman’s ability to hold a holistic view and form relationships in the right way is going to make a big impact in how to solve some of the challenges that are faced.