I recently took a short business trip to Southern California. I conveniently missed out on the single digit and sub-zero temperatures and harsh winds that chilly Montana week. As if winter was following me, my hosts found ice on their lawn furniture one morning during my visit. While there, my host served a really nice Cabernet Sauvignon. When I got home, I called my local wine specialist to see if they could get it – it was that good. When the salesperson answered, I asked if they carried the particular winery and vintage of the Cab. They replied, “We don’t have that one, but we have plenty of other cabs.” I then said, “I understand, but right now, I’m looking for this specific one…” – and before I could finish my sentence to ask if they could custom order it – they hung up.
While I appreciated the “we have plenty of other cabs” portion of the salesperson’s response, it’s a weak effort to fulfill the role of a salesperson: Help customers meet their goals / needs and if your goods / services fit those needs – sell them. If your products / services don’t fit their needs, think long term: Send them in the right direction so they still get some value from your employer. You might think that when Macy’s Santa in 1947’s “Miracle on 34th Street” sends customers to another store it’s simply sappy old movie scripting. Perhaps it is, yet it’s also exactly what’s customers want and appreciate.
Customers value when your experts share their expertise to help them solve a problem. It’s exactly why Ace Hardware has (and promotes) the presence of “helpful hardware” people in their stores. When we enter a wine store, we expect the employees to know more about their wine (if not most wine) than we do. If you’re a local restaurant’s sommelier that won’t be true, but most of us aren’t.
Why do we enter a particular type of business? We’re fond of the product / service. We’ve gained more expertise than most over time & enjoy sharing it. People come to experts because they don’t have the time and perhaps funds) to become one – or they need expert advice soon. We have a problem to solve or a need to fulfill. Most of us are happy to exchange payment for that expertise or purchase advice. That’s why I called the wine store.
The problem with the wine store call was the answer I didn’t receive, not the answer I received. I wasn’t asked if they could try to order it for me. They didn’t offer to check with their distributor and get back with me. They didn’t even finish the obvious part of “we have plenty of other cabs” with “such as this, this and this.” I called them because the store doesn’t have stock on their website (with or without pricing). Sidebar: At first, I thought it might be illegal to list wines on your website in MT, given our love/hate relationship with our sometimes inane alcoholic beverage laws. Nope. I eventually managed to find a Montana wine store who listed specific in-stock wines on their website.
Wanted: A well-trained salesperson.
These days, the difference between a great salesperson and a good one doesn’t really matter in most situations – including this one. It’s tough to hire great salespeople because they can work anywhere. In some environments, they’ll make more than the CEO / owner. At a retail store, a passable salesperson is one who knows the product. A good one knows the products (maybe loves the products too) and makes an effort to help the customer solve the problem that brought them to your store. This doesn’t happen simply by having people fill out a W-4.
It takes training. Not one day. Not a sheet of paper with a checklist, though that can serve as a cheat sheet in the early going. Hire people who like the game you’re playing, and like the people you’re playing it with. Make them more valuable to you by training them to be better salespeople of what you sell. They should know the goods and services better than most customers. They should know why people should choose this over that. Sure, they might move on someday. In the meantime, an untrained or under-trained salesperson reflects on you and your store, not on them. You know what breeds loyalty in your customers? Knowing that there will always be a considerate well-trained expert in your store.
We joke, perhaps uncomfortably, that some people “don’t play well with others“. Others are considered average at being team players. Finally, there are the folks who seem to mesh with any group. The best of them thrive at team dynamics and seem to improve the team, rather than simply becoming a part of the team.
While this is obvious, we often hurry to hire someone. Every time you get in a big hurry to “get that hire done”, there’s a pretty good chance that you & your team will pay for your impatience. If you’re in a hurry for a critical position, look internally for a solid team player who can grow into the open role. Showing that people with these skills get good opportunities sends a message to both the person getting the role and their peers. The upside is that you get an existing team member with known skills into a (presumably) more important position. The role they leave open is presumably a less important role, or perhaps a role that’s easier to fill.
What do team players look like?
It’s easy to say “hire team players”. Getting consistently good at finding them from a pool of candidates is another story. The real work is in identifying them during your interview process. During your interviews, everyone has their persona “all shined up”. Be sure to dig deeper and find signals that indicate what they’re really like when the shine wears off. What does a team player look like? How do you get them to reveal their true selves and reveal what they aren’t?
Much is revealed through conversation. So what do you do? Start by asking people about teams they’ve been on. What do they think makes a good team member? Why? Why are those things good indicators? How does the team benefit from those characteristics? Why do you think that’s important? Channel your inner four year old: “Why? Why? Why?”
Knowing what a candidate values in a team member is good, but it’s critical to know why they value them. Their answers reveal their maturity as a team member & team leader.
Do you know your team’s “human whisperers”. If you don’t – ask around. Your team knows who can read people well. They might not be the senior managers who normally interview people. Involve them anyway. They’re the ones who can read what others cannot. They’ll often pull stories out of a candidate that they’d never typically share – both good & bad. They might be less assertive than your “typical” interviewer, but don’t cut them out of the process. You need to know how a candidate communicates with people who aren’t hard charging extroverted managers. These “shy” or “quiet” folks are often very good at assessing what’s behind someone’s “interview face”. Let them meet the candidate off-site for lunch or coffee at a place that has table service so you can see how they treat wait staff.
What about those who aren’t team players?
Regarding the folks who “don’t play well with others”, you have two choices. Give them a chance to change, with milestones and a timeline, or help them find their next career home. Some people are convinced that they can’t work for someone else and that the only way for them to be happy & thrive is to work alone. Only a hermit lives & works alone. Even the most fiercely independent loner will eventually discover that, along with customers and vendors, they must work together as a team – even if they otherwise work alone.
The person who refuses to learn how to become a team player simply has to go. You aren’t doing someone a favor by keeping them around when they are unhappy and/or don’t fit well with your team. These changes feel difficult, if not horrible, but not as bad as things will be if you do nothing. Making these changes through training and/or departures is what your team needs and deserves. It’s also better for the person who isn’t a team player and doesn’t show interest in becoming one. They deserve a chance to get it together, or find a place where they do fit. Some take to training / mentoring and transform themselves. Some don’t. Sometimes a change helps them figure out the sort of team they need, or that they need to make some changes to become the sort of person a team benefits from.
A good bit of what we discuss here relates to day-to-day operations. While a lot of operations probably seems simple and obvious, it’s the number one issue I see in companies. I suspect you’ve experienced, owned or worked at a company whose operations are a disorganized mess. Common problems shouldn’t be common at all, right? Let’s see if we can chip away at a few of these and get your operations polished up.
Somewhere in your company, there’s someone who is “under performing”. Not doing their job, not doing it well, It might be that they’re not doing the work in what their peers would consider a normal amount of time. IE: They’re slow. Slow can be OK for some work, but sometimes it isn’t.
As managers / leaders, this is your responsibility. The cause doesn’t matter. If they aren’t doing their job, it’s because their direct manager isn’t finding out why, attempting to fix it and circling back to hold them accountable. Is their direct manager isn’t doing those things? Ultimately, that manager’s performance is your responsibility. Does the under performer work directly for you? If you aren’t finding out why this is happening and you aren’t holding them accountable, it’s your responsibility. While this may seem like a difficult source of hand-wringing and drama, it doesn’t have to be.
Sometimes, an employee doesn’t know what is expected of them. Not kidding. You might find this surprising, but a list of duties, deliverables and responsibilities is useful to an employee. Nothing says “This is what you are responsible for. I will be looking these things when I assess the quality of your work.” better than a list.
Maybe they need training. When you discuss that list of responsibilities with the employee, make sure they are confident that they can achieve those things and have the right skills to make them happen. If they can’t, find training for them.
Training didn’t help. Nothing did.
If training doesn’t improve their performance, a new role might. They might hate some aspect of their work – work that someone else might love to do. Guess who’ll do it better?
Find them a new role that fits who they are, what they can do, what you need, etc. If you can’t do any of that, help them find a role somewhere else. Few “bad hires” are bad people that you’d never recommend to someone else, but they do exist. It takes too long to find and hire a good candidate to simply discard them because you put them in the wrong role, or didn’t train them well.
EVERYONE else in the department (probably in the company), already knows this person needs a new role, more training, or a different job at a different place. They know you aren’t doing anything about it and they’re not happy about that. They know it affects the security of their job, among other things. They’re right to be disappointed.
Disasters in advance
We’ve all seen these. A big project is coming. There are obvious bumps in the road. No one says a word because predicting disaster is “not being a team player” or similar. To a point, that’s correct. Predicting disaster is of no value, but preventing them is huge.
There’s a better way. Ask everyone: “What could go wrong? What could cause this project to fail?” Make it clear that it’s a positive thing to produce this list, as you want to avoid the “team player” baggage. Discuss this for each step of the planning, creation, deployment, and ongoing (if any) operational stages.
Once you have that list, discuss each one. Not only will you be better prepared (and perhaps plug a hole), but you may end up figuring out an issue no one saw when the conversation started. You’ll also help everyone think about hardening their part of the project, no matter what that means. You may find that items on the “What could go wrong?” list end up as a standard task in that kind of project. Would your company benefit if everyone was thinking about these things earlier in the project timeline?
You may get some responses that make no sense, or that seem silly. Don’t let the crowd shout them down. Imagine that delivering a product is critical to your process and someone suggests that a possible fail point is “MegaSuperBigCo can’t deliver our packages“. Something like this might seem a waste of time, but give them their due. Look back far enough and you’ll find instances where shippers or customs people went on strike. When that happens, packages sit in limbo for weeks or months. If your shipping is international, it can get complex in a hurry.
Don’t ignore the smallest items on the “What could go wrong?” list. History has proven that the tiniest thing can create a small failure that cascades to a massive one. We don’t always know which tiny thing will disrupt operations, but we can review each one, make note of what prevents that item from causing problems and move on. If it isn’t handled, the affected team should be expected to take care of it and report back when it’s been handled.
Follow through. Few do.
Have you ever noticed that you get a bunch of work done just before leaving on vacation? Obvious hint: Deadline. Or that your “do this before leaving on vacation” list is essential to making sure that you pack your swimsuit, turn off the stove, and take the dog to the kennel? Obvious hint: Checklist.
Follow through works the same way. You have to be careful that it doesn’t become micro-management, which no one appreciates.
If someone knows they’re expected to provide a status report every Thursday afternoon, they’re more likely to make better progress on the work involved. Work is a funny thing, it expands to fill the container provided. As Stephen Covey made famous with his four quadrants, it’s easy for urgent and unimportant work to fill the day and displace important work.
It isn’t that this work shouldn’t be done, it’s simply that it isn’t as important as a team has agreed to previously. Otherwise, why would you be expected to provide a project status report next Thursday?
What’s even better than a status report that you ask someone to provide? The status report they provide without being asked.
When you provide a project update to your manager / leader / owner without being asked, you make it clear that you know that work is important AND that you know it’s important that the manager / leader / owner knows how things are progressing. Most managers / leaders / owners don’t want to nag – they simply have to because no one is volunteering the information. Result: They don’t know the status of the operations they’re trying to manage.
Unknowns make people nervous, especially as deadlines approach. Make sure your team understands that and that you appreciate follow ups so that you can do the work they expect of you.
Post-mortem your disasters
One of the best times to prevent something from happening again is by taking some notes while it’s happening. An in-disaster post-mortem, for lack of a better term.
Oh, I know. You’re too busy wrestling the fire hoses to stop and take a note for 30 seconds. Really though, you’re not.
If this bad thing happens regularly, put a recurring reminder in your calendar for a few days / weeks / months before the event. A simple reminder to deal with that one little thing that defuses a minor disaster is pretty valuable. Example: Before a trade show or big marketing push, contact your credit card company (merchant card processor) and alert them that you might be processing (much?) higher volume than usual. A five minute call is much less hassle than having your merchant account temporarily disabled in the middle of the business day.
Perry Marshall once mentioned a question his company uses – and I love it: “What system, if fixed or implemented, would have prevented this problem in the first place?” Important for leaders: Don’t ask this question after stating your answer to the question. If you do, you’ll likely miss out on some good ideas that you probably didn’t have. Let someone else get this win – one of them is likely to have the same idea. Listening to the discussion will be far more valuable than showing how smart you are.
What a post-mortem isn’t: A process for assigning blame. Blame has zero ROI, at best. Improvement has a massive ROI, particularly when it prevents future disasters, even minor ones. We can’t always see the future well enough to avoid disaster, but we can convert them into a positive by learning from them. Make disaster avoidance part of your creation, operations, deployment process.
Watching my wife shop / interact with salespeople is always a refresher course. Gaps in customer service & sales training / tactics always reveal themselves. This is the missing piece of “Secret Shopper” type services – no audio / video. The report is fine, but you don’t get to see and hear what happened – that’s where the gold lies. We’re going to go over an experience we had while shopping in a local retail business that has a subscription model. Yes, a local retail business (a wine store) with subscribers. All too rare, but I see more of them than I used to. Bear in mind that there have been wine subscriptions by mail / via internet for decades.
My wife is an intermittent repeat shopper at this store. They have a good selection. The sales people know their wines – and at least one of them is a standout in that department. She’s the one who really knows their point of sale / CRM (customer relationship manager) system. Isn’t it interesting that the product expert also happens to be the CRM expert – and she isn’t the owner. She’s “just an employee”, right?
Working with the expert
A couple of weeks ago, the Mrs. sent me to pick up a white wine to go with some smoked fish sent to us by a friend in Michigan. She didn’t remember the brand name, but she did say that it was the white she thought she’d bought most often. So, being the CRM nerd that I am, I asked the salesperson “My wife wants a white wine but I don’t know the name. Can you tell me which one she’s bought most often?”
In some stores, I might get a shrug or a “We don’t collect that info.” In this store, I got exactly what I came for.
Turns out that I was fortunate to be working with the standout salesperson there. She knew their CRM like a pro. She quickly found my wife’s purchase history, identified the most frequently purchased item, grabbed a bottle, and I was out the door in less than five minutes. That’s my kind of shopping.
Not working with the expert
Yesterday, we went back to this store. The expert had moved out of state, apparently for a new opportunity. My wife asked basically the same question I had asked two weeks earlier. Our salesperson, who was in the store when I was there two weeks ago, didn’t know how to find purchase history.
A promo sheet at the checkout counter mentions their monthly subscription program. Two bottles, four bottles, etc. My wife was in the four a month program a year or so ago. She quit because bottles were piling up. Four a month is too many for her.
The selection in the four month program fits her tastes better than the two month program, so backing off to two per month didn’t work. The promo sheet prompted her to ask if she could get the four bottle program every other month.
The response: “No.”
There are plenty of possible answers to that – and most of them are questions. “No” ends the sales conversation.
The owner questions
The owner overheard the conversation from the backroom. He steps out asks why the four per month every other month works better than the two per month. The point of curiosity is obvious – it’s the same number of bottles. She explained that high tannin wines make her feel bad, so she likes the four-per-month subscription’s selections.
The owner says “We can handle that. Let us know when you pick up your monthly selection. We’ll be happy to swap out wines that’ll bother you.” He continues, saying that they can do an every other month plan, but will need to look into the details to make sure she isn’t charged every month.
This flexibility matters because it gets them a subscriber. She liked the previous plan she was on, but it wasn’t clear there were substitution options. Result: She cancelled. There was no follow up to ask why. Knowing why helps you keep more subscribers longer and learn about gaps in your plans.
Obvious reminder: Subscribers are sales you make every month, often with little sales / marketing effort. You have to fulfill well, regardless of tannin, to keep them. More next week.
We have attorneys, insurance, OSHA, safety regulations, procedures, safety gear, training, etc to help us protect our business, while keeping our staff members & customers safe. We know that in some markets, someone still might get hurt despite all our preparation, training, safety equipment, etc.
If you run a hotel with a pool, offer zip line rides, take people on boat rides / float trips, lead hikes or offer horseback rides into the backcountry, there are obvious risks, but almost every business has some level of risk like this. Have you wondered how you’d respond if something horrific happen to your customers while they were at your place of business? It’s one of a few worst possible nightmares for a business owner. Could you, much less your business, recover from something like that? Could your staff?
There are (and will continue to be) a lot of what ifs related to the recent duck boatdisaster in Branson. It’s difficult to comprehend, much less try to relate to what the victims’ families, the employees and the business owner are going through. While it’s the worst possible time for all involved, the rest of us owe it to ourselves, our team, and our customers to learn from it.
If your business involves activities that could put your employees and/or customers in a scenario where they could get hurt, you should watch the process closely as they talk to the media, address safety issues that are discovered, and change processes while customers are in their care.
Review. Look for clues. Ask for help.
What you’re able to see from the public perspective of this accident will help, but the opportunity to learn won’t stop there. There will likely be additional considerations discussed by your advisors that they will want to share with you. As an example, you’ll want to talk to your attorney, insurance agents, licensing and related safety enforcement agencies, as well as industry groups.
As details come out about what went wrong in Branson, you may find subtle gaps in your tools, gear, processes, inspections, or training. Even if you have 40 years of experience in your business, as the boat tour business does, you can still learn from the lessons and discoveries that come out of this.
Your customers know they’re putting themselves at risk to take part in adventures. They expect your team to be experts. Reviewing your current procedures, training and equipment use is at least as important as making sure that you’ve developed enough of a sales pipeline to have the necessary cash flow to make payroll three months from now.
One more critical tool
There’s more to this than safety equipment and training.
When bad things happen, time has a way of changing. For some people, time stands still, or more commonly, slows down a good bit. For others, it accelerates.
It’s easy to find stories about highly accomplished people (athletes and others) who describe what happens when they get really good. They’ll say the game or activity “slows down”. It means that they are so ready, so fit, so well-trained, and so mentally prepared that the activity feels as if they have plenty of time to do whatever they’re good at. It looks easy when they do it because to them, it is. For the rest of us, the game or activity feels like it keeps getting faster and faster. When we try to keep up at a pace we aren’t used to, we start making mistakes.
Leadership works this way too.
When bad things happen, preparation slows things down. When you’re the owner and 20 people are asking questions at once, preparation, experience, and practice help you keep your bearings, calm everyone, and handle the questions.
You aren’t the only one who needs this preparation. Your ENTIRE team needs leadership training. When everyone else panics (and perhaps rightfully so), they will need leaders to help them find a safe way out. Leave no one out. That kid in produce might be the one who takes charge and guides your customers to safety when the worst happens.
Train your entire team. All of them will need one another to get through it, both during the event, and afterward. You’ll need their leadership most of all. If the worst never happens, you still have a team of leaders. Your customers will notice.
By the time you read this, we’ll have finally arrived home from an almost six week long work / play trip. What that really means is that I worked as we travelled and she played. Ok, I played a little bit too. The beauty of having a business that isn’t tied to a single physical location is that you can do that work from anywhere. BUT… that isn’t today’s topic. I think I’ve harped on the value of remote work enough, at least for now.
This was a long road trip. We saw long “lost” relatives we hadn’t seen in 20 years, had a little bit of beach time, spent time with family and college friends, as well as knocking off a few things on our “gotta do this” list. One of the constants of a road trip – particularly one that takes consists of a lot of time in the high desert plains and mountains – is thirst quenching. There’s a certain drive through place we visit that has a happy hour twice a day – half off or very cheap drinks (no, not THOSE kind). These places are (almost) everywhere along our trip’s path, so we managed to visit quite a few of them.
At almost every one of these places, we found that we had ordering problems. An unbelievable frequency of them, in fact.
The problem is not the problem
At first, we thought it was my accent. I don’t have one, according to me. Ok, I really don’t have one and I have had enough trouble with this at drive ups that I tend to be that guy who enunciates every word slowly so that even Siri could understand it.
Didn’t help. When you’ve had this issue in Louisiana, Texas, New Mexico, Arizona and a few other states whose people talk far differently accent-wise, you start to get the idea that it isn’t you.
The same data and experiences that help you figure out that it isn’t you also help you figure out that it isn’t the person on the other end. That was the good news.
Eventually, we started asking questions. Yes, I know. Who does that?
The real issue?
At first, it really wasn’t clear what was creating this issue at so many locations. While I was still thinking it might somehow be me or engine noise, the problem was consistent in too many places, even with the engine off. Plus we were driving a Subaru, not a diesel pickup.
What was clear was that employees of this franchise system were having massive problems all over the West, Midwest, and as far east as the Florida panhandle.
After talking to a few employees at different locations (after we had trouble ordering at each of them), we found out that they were having terrible struggles with their point of sale ordering system. It wasn’t clear if it was new, poorly designed, unclear, and/or if an awful lot of people hadn’t been getting trained well, or all of those things.
It eventually became clear that the more experienced employees were doing ok with the system (think: Morning visits usually staffed by a manager), while afternoon visits were the source of the struggle. It finally seemed to come down to newer employees who may have recently started for the summer. They would be less familiar with the menu and the point of sale system, as well as the challenges of voice ordering.
In one case, the flustered person trying to take a two drink order finally called over their manager, who cleared up the point of sale issue almost immediately. The manager was very apologetic to us, but I don’t think we deserved an apology. I think the employee who perhaps hadn’t been trained enough or mentored enough was the one who should have received the apology (and some additional training).
The point? Test, train, repeat.
We encountered similar things at other businesses during our trip.
If you implement point of sale, tech support or order management systems in your business – whether you own/run a restaurant or a heavy manufacturing business, find a local fast food joint that has deployed do-it-yourself ordering kiosks.
Every manager (including senior ones) will benefit from watching the general public as they use these systems. Having done that… watch newly trained employees do the same with your systems. Only then will you know if your training is working.
You’ve probably heard about things that didn’t work in someone else’s business. The story probably included an assertion that whatever isn’t working for someone else also wouldn’t so won’t work in yours. The tool itself is generally irrelevant. More often than not, the problem is a lack of consistency.
Execution isn’t easy. We do the wrong things. We do the right things at the wrong time. We fail to prioritize, or prioritize poorly – often doing the urgent rather than than the important. Each of those things have their own solution, tactic, or cure. The challenge is executing every day, every hour, every appointment – as appropriate for the solution, tactic, or cure. To be as effective and efficient as possible, all of these things require consistent execution.
We all have a ton of things to do. It takes a systematic intent to consistently eliminate tasks of no / low value, making room for the high value work our peers and customers need most.
Consistency has a number of benefits. If you are consistently good, people will depend on you / your company – and soon get to the point where their expectations are that you will always do, say, and deliver what they expect. This clientele will tell people. Some of them, the most rabid types, will tell lots of people. A small percentage of them will practically take it as an insult if one of their friends or colleagues don’t use their consistent vendor.
Consistency gives your clients something steady to latch onto at a time when many of them feel there is little they can depend on other than themselves. Outside of your spouse and perhaps a few others, do you have a vendor you can depend on no matter what? One that you would bet your business on? Think about the peace of mind that would give you if you had that kind of vendor (or vendors) in place.
Consistency is a quality you can sell, price higher, and use as leverage when competing for a new customer. Anyone can make a single sale. Consistent vendors make that sale while claiming an asset – a new, long term customer.
Do you have vendors or places you do business with as a consumer where you always have to remind about delivery or deadlines? Do you frequently have to correct a vendor’s work or invoices / paperwork? Do their work habits force you to be the one who must consistently follow up about promises, on-time delivery, service windows, quality and completeness? Is that the exception or the rule?
How does that make you feel? What’s it feel like the next time you have to purchase or get service from a vendor like that? Do you dread it?
Are you repeatedly changing vendors in an attempt to find one that you can consistently depend on? How does that feel?
Does your business track churn?
Churn happens when a business gets X new customers and loses Y customers each month. If you have to track it, you’ve probably got a churn problem. Maybe it reflects the direction and growth of your MRR (monthly recurring revenue) due to your business model.
Churn happens because customers cannot depend upon multiple vendors in your market. Yes, others are part of this as well, otherwise new customers wouldn’t be filling YOUR bucket that’s also leaking customers every month. Some may be new to the market, but a reasonable percentage of those new customers are coming from other vendors who aren’t taking good care of them. How long will you keep them? Consistency is a factor.
If you ever ask a former customer who churned away from you, they will almost always say they left because of price. Price is an easy excuse to use and it’s one they know you will be least likely to argue about. However, churn is rarely about price. More often than not, it’s the last straw after a customer has lost patience in the consistency of your product / service quality. First they get frustrated, then the investment seems like a waste, and finally, they’ve had enough.
No one gets into business to intentionally be bad at something. It takes effort. Wasted motion. Lost focus. Lack of intent.
Process by process, employee by employee, consistent execution improves quality. Going to the gym once doesn’t produce ideal results. Neither does inconsistent execution.Photo by Dan Harrelson
How often are you discarding clients? When fussy, needy, and/or high-maintenance clients complain repeatedly, there’s significant temptation to simply toss them out with the garbage. Some business owners build “filters” into their marketing designed to repel such clients.
When an existing client provokes thoughts of “Life’s too short to deal with this“, who fires them? How is the decision reached? Is the process documented? How is the decision communicated to the client and to your team?
Hammers, nails & curmudgeons
I asked some friends how they describe people they’d fire as clients. Their responses included unreasonable, unrealistic, frustrated, afraid, disgruntled, troublesome, pedantic, rebarbative, cranky pants, curmudgeon, etc.
Are you teaching your team that getting rid of imperfect clients is the only acceptable solution? Owners know there are situations that don’t merit dropping a client. Owners discard clients based on their experience. Does your team have that experience to back up their decisions? Take care that your team doesn’t use this tactic like a hammer while seeing every complaining customer as a nail.
It’s essential to be careful using “You’re fired!” as too-frequent use can damage your reputation. Businesses learn to detect bad apples and few are surprised when these clients get fired. Taken too far, your business can get a reputation for arrogance. People will think you discard clients the first time there’s an objection or even a question. You don’t want your reputation to be “At the first hint of a problem or even a question, they tell people to leave and not come back.” Some prospects will hear that and decide not to show up.
The math of discarding clients
Discarding clients sometimes feels as easy as pulling a splinter. The pain and aggravation fades quickly, making you wonder why you ever tolerated them. Even so, every choice to discard a client impacts your bottom line. While getting rid of high-maintenance “time vampires” will probably improve your bottom line, you have to be careful not to let your team believe that’s the only solution available. That’s where the math kicks in.
If your team gets rid of one customer a month, what does that mean to your bottom line? You likely know the typical customer’s lifetime customer value (LCV). Owners usually know how often the typical customer buys from them. They also typically know how much customers spend on average per transaction. Combined with the rate at which you are adding new customers, you can determine what an improper “firing” costs you and how long it takes to recover from it.
Uninformed profitability math
Employees don’t usually know the financial impact of discarding clients. When you explain the financials of your business to your team, it helps them understand why you think the way you do. Tools like “The Great Game of Business” (start with the book) help employees understand how the business works financially (free resources) vs. how they think it works.
Learning how the business works from a financial perspective encourages employees think more like owners. It can alter “I’m working my tail off for $15 an hour while the owner gets rich.” to something closer to reality. Even if the owner IS getting rich due in part to the risks they took & the investments they made, “uninformed profitability math” isn’t healthy. This “uninformed profitability math” rarely create behaviors that are positive for the business.
Many employees have never had the opportunity to see how their work (and how they work) impacts company financials. Meanwhile, business owners regularly complain how their people don’t think like owners. Part of that thought process is understanding the financial impact of events that occur in the business each day. Knowing that what your work does for the bottom line carries substantial value.
A “We’re having a good (or bad) month” message to employees is rarely accompanied by data explaining why. Understanding what good and bad month means affects the security a team member feels about their job. This impacts their confidence in their ability to provide for their family – and certainly affects job performance and attitude.
What does “we’re having a good/bad month” mean at your business? What message does it send to your team?
When having a conversation about sales problems, I might remind you about the folly of only taking cash (depending on the type of business). I might also remind you to eliminate the tedious & annoying out of your buying process. There are cases where that’s useful, but mostly – it isn’t. But not today. Today, I’d like to remind you of the value of training your sales team.
You’ve got questions
Heard of Quora.com? Quora is a website where you can ask questions. Many times, you’d never have access to those who answer: world-class subject matter experts. If you asked an airplane question, you might hear from an engineer who helped design it & three commercial pilots who fly it.
Why Quora? Because I found a Quora question pertinent to this discussion: “What can businesses learn from the military?” It reminds me of the not well informed “Why don’t non-profits run like a business?” question, but this is a much better question.
A Marine named Jon Davis who deployed to Iraq & Afghanistan answered: “Training”. His answer breaks down like this: 1) A detailed process to track progress. 2) Regular job specific training. 3) An annual schedule to ensure standards are met. 4) Find & reward teachers. 5) Ignore the “training them to leave” myth. 6) Discipline.
If those six items are checkboxes – can you check any of them?
I’ve recently met several folks who work in the car business. The one I wrote about last week is the only one I’ve encountered recently who knew the product well. I don’t mean he could wake him in the middle of the night & tell me (blindfolded) how to change a timing belt. I mean he didn’t have to run to the showroom to find out the horsepower for a vehicle whose manufacturer makes cars with only two engine choices across the entire product line. Yes, it happened.
This isn’t a sales team failure. It’s a management failure. Are you preparing your salespeople to succeed? Product knowledge isn’t what sells cars. Rapport is. Guiding me to a “special value” (car that’s been on the lot too long) because it pays more than a mini (minimum commission) doesn’t build rapport.
A question about the value of rapport: What’s worth more to you, getting that “special value” off the lot, or creating a relationship that provokes me to return every x years to buy only from you for the rest of my vehicle buying days, while also encouraging my friends to do so? You decide.
Sometimes product knowledge is critical: “Can you help me find a good red wine?” The salesperson who knows less about your product than most prospects will struggle – & reflect poorly on your business. You need someone who understands the problems your prospects want to solve & how your solutions address them.
Don’t have a sales team? Still affects you.
One of the best parts of the answer Jon gives relates to on-boarding. He describes how the military trains recruits and leads them. He then compares that to the training that most businesses provide: haphazardly, if at all, and with little ongoing mentoring – which unfortunately matches my observations over time.
You probably hire experienced people so they’ll step in & become effective quickly. Do they do it the way you want it done? Did they learn a completely different way of doing what you do? What if you don’t want them to do it that way? How will they learn your proprietary way of doing things?
Don’t assume an experienced new hire has mastered the systems, machinery, methods, and processes your business uses to succeed. Learn from their experience, but train / mentor them.
No matter what, the last thing you ought to be doing is turning them loose on your customers, prospects, products, and services and simply assuming that everything’s going to work out. Maybe it will. They might survive, or get by, or be good enough. Did you exert all that effort to find just the right person only to toss them to the lions with the expectation that they’d get by?
How much does it cost each time you have to replace a poorly trained salesperson who failed? How much does it cost to keep someone who isn’t as effective as they could be because they had to learn your ways by the seat of their pants?
Recently, an employee of a tool company publicly commented (in a snarky way) about another vendor in their market. The target of his remarks isn’t a competitor. They create tools which complement what’s created by tools sold by the company that the snarky guy works for. Do employees who publicly snark about a vendor (or a client) think about the outcome of a vendor conflict that escalates badly? Perhaps. Let’s take a look at what’s at stake. The situation speaks to the leadership you provide to your people, even at a small company, and how it affects the sustainability of your company, and possibly that of your market.
What does sustainable company really mean?
We talk about sustainable companies and how culture, hiring, marketing, product, service, and leadership all contribute to create a company that lasts a very long time. Let’s tear this down into the pieces you and I can directly relate to. We’ll do it in the context of the two companies I’m referring to, but keep in mind that these things affect every company – including yours.
Many millions of dollars (and other currencies) are made each year from work created by the tools sold by the company that snarky guy works for. The company is rather small and one might think they’re insignificant in the big picture when compared to the big vendors who own that market internationally. You might think the same thing about your business. Don’t. When you look at regularly performed analyses of tool usage worldwide, the snarky guy’s company rarely appears on the list. In the rare occasions when it does appear on such lists, it’s in the second 50 or second hundred. In this market (perhaps like yours), it may seem insignificant. As such, why should we care what one employee said in public, right?
The leadership of that “insignificant” company should care. As should you when your people speak.
The math of an “insignificant” company
While there may “only” be 5000 to 10000 people worldwide who own tools made by snarky guy’s company, a portion of them are generating a good income – good enough to support their families for decades in some cases. This is not “random math”. I know a fair number of these folks. Many have employees. A few have 50 or more employees in the U.S. and/or scattered around the globe, and/or their products are a critical tools for companies with many employees.
When you take that community as a whole, we’re conservatively talking about between 100,000 and 200,000 people affected by the income generated via products created by these tools. Included in that figure are employees, customers, family members of the vendors, client companies, and other groups directly affected by that income. Expand that to the users of the products created by these people by adding those who make a living from the products. Add those making a living where these products are a critical tool in their work day. Now add their employees and families. Add the vendors all of these companies and families buy from. While this tool isn’t a global leader (and that’s OK), it still creates a significant amount of impact. For those who keep the lights on and their kids fed based on income rooted in those tools or businesses run by products created with those tools, it’s quite personal.
I suspect the 100,000 to 200,000 figure is quite low, even though it’s the estimated cumulative impact of one small tool maker who rarely (if ever) shows up on the radar of their industry. Small, much like the impact from any number of small businesses in your town. Including yours, perhaps.
So how does leadership affect sustainability?
The impact of even the smallest of companies must be taken seriously. Your company may seem insignificant compared to large multi-nationals, but the sustainability and leadership of your company has real impact. It affects homes, cars, kids, retirements, groceries, utility bills, and college plans for more families than you may have considered. Your team’s behavior follows the leadership example you set, which reflects upon your community, your company and you. Counsel your people about speaking about your company, your clients, your competitors, and those you collaborate with even in the smallest of ways. The smallest of things start a forest fire. When they do, everyone gets burned. Photo by Payton Chung