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The Excellerator

Think. Plan. Excel.
September 2009
Greetings!      

Welcome to our latest monthly newsletter for your reading enjoyment.  Many people are using the current economic challenges as an opportunity to examine how they grow their sales, improve their expense controls, while at the same time keeping their employees motivated.   Growing your top line while improving the bottom line through employees involvement offers a compelling way to thrive in a more challenging economy.   In this issue we offer some helpful insight into how you can grow your sales through existing customers and how to engage your employees in helping you improve the bottom line of your business.  

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Happy reading!
 
Dave Vogelpohl     
919-544-3787                                      
dave@excelleratesolutions.com      

 

Bill Spreitzer 
919-388-3600 
 
We welcome your comments and feedback on our newsletter and would love to hear from you on how we can be of service.

Exalt Your Customer to Increase Sales

Sales success
In the August newsletter, I spoke about one of the strategies to thrive in challenging times is to exalt the customer.   Several of my clients are focusing on this strategy as a way to grow their business.    They are doing this by adapting the sales process to focus more on sales growth through their existing customers.   In this article I offer some tips on how they're doing this.
 
One of the first steps in the sales process is to gain favorable attention.   With existing customers this entails all of the things you do to stay in touch with them, even if they haven't purchased from you recently.   The idea here is to keep your brand and products/services top of mind with your customers.   Some of the things to consider are:
  • Regular newsletters which add value to your customers and are related to your products or services (e.g. education based marketing).  
  • Use social media, such as blogs, twitter, Facebook or Linkedin updates to offer promotions or other timely information that may be of interest to your customers.
  • Phone them to thank them for their business and inquire about how you might help them.
  • Send them articles, news items of interest and congratulations when you see something of interest related to their industry or their company.
  • Provide complimentary value added services, such as sample products or other items that support the future relationship and growth with customers.
The primary purpose for any communication is to elicit some sort of behavioral response.   Staying in touch, by itself doesn't create new sales.   To cause your customers to purchase from you again, the other steps of the sales process come into play, the next of which is to discover wants and needs.   The advantage with your past and existing customers is that you have information about their wants and needs from previous purchases.   The question becomes: what is new?   Don't presume that their wants and needs remain the same over time, but previous purchases are a good place to start a discussion about what's new.   A few clients use customer service rep scripts that specifically probe current and previous purchases to find out if there are any changing or recurring needs that need to be addressed.   This can be done at the time of taking a new order or via a phone calling campaign which targets customers who haven't purchased for awhile.   Specific questions are tailored to elicit more information about their current wants and needs.
 
Using a customer survey done over the phone is another way to discover wants and needs.   This approach has the advantage of increasing the understanding of changing needs or trends across your customers.   One client hired me to create and conduct such a survey and used the results to create and launch a new product to better serve their customer's needs.
 
Coincident with discovering wants and needs, as appropriate, these clients explore the benefits of or the consequences of not addressing these needs now.   The idea in this phase of the sales process is to create or highlight the pain of not taking action to address the need now. 
 
Getting a commitment to purchase is the final phase of the process.   One client offers a discount or incentive (free accessory) if the customer should purchase now vs. later.
 
Properly done, your customers will appreciate the care you are taking to help them be better by using your products and services.   After all, they hopefully have already experienced the value you provide with your products and services.   All you're doing is assisting them to replicate that experience.  
 
Bill and I would be happy to help you explore the options to exalt your customers by helping them to purchase more of your products and services.

Copyright protected, all rights reserved worldwide. ©2009

Dave Vogelpohl - Excellerate Solutions, Inc.

Getting Employees Involved in the Success of Your Business
 
 
Coaching coupleIn light of the protracted global economic cycle we find ourselves in, many business owners and leaders are challenged with finding effective ways of motivating their employees - especially given that many of them are working harder for the same or less pay.

One way is to fully engage the minds and then hearts of your team through a proven business practice called, "Open Book Management" (OBM).

Simply defined, OBM is the practice of sharing financial information with employees as well as teaching them about the measures of business success while offering financial incentives to improve performance.   Jack Stack, President of Springfield Remanufacturing Corporation, and one of the successful pioneers of OBM, states that "we're appealing to the highest level of thinking we can in every employee in our company."

Benefits of Open Book Management

  • Builds trust, faith and loyalty in employees for the organization and one another.
  • Improves decision making of employees as they come to understand the myriad of trade-offs involved in running a profitable business.
  • Pushes greater accountability and responsibility down the chain of command.
  • Develops a strong team of business-minded professionals from which to draw upon to fill higher level roles as they become available (i.e., succession planning through promoting from within).
  • Creates a mind-set amongst employees that we are all part of the solution to the organization's challenges vs. a powerless victim looking to others for the answers.
  • The "bottom line", improved financial performance of your business.
 
Key Steps to Implement Open Book Management

Below is an initial list of actions that need to be taken in order to prepare for and start implementing OBM in your business.
  1. Business owners/CEOs must be willing to "relax" control over the business and trust him/herself and his/her team.   A good way to start is to set your EGO aside and allow others to start making business decisions and to even have a few "failures" along the way.  Keep in mind your journey in business and those who mentored/coached you.
  2. Have a set of established key business measures/metrics that are tied to the strategic goals of your business.  Typically these items are inherent in a well developed strategic business plan.
  3. Have readily available cost information and financial statements that can be communicated to and accessed by employees.
  4. Start by selecting a few key individuals that you trust and know will embrace this new way of doing business.  Remember, success breeds success!  Once these key employees are on board, they can then be disciples and start educating others in your organization.
  5. Educate, educate, educate!  The investment you make in your employees' understanding of the financials of your business will pay off handsomely for years to come.
  6. Conduct regularly scheduled financial review meetings with employees - typically monthly if not weekly.  Employees must believe that management is serious about OBM and employee involvement and that it isn't just another "program" that comes and goes.  OBM is a way of doing business - forever!
  7. Be willing to share a percentage of the profits with those employees involved in generating the intended results.  Profit or gain sharing has been around a long time and when tied to specific results can be a powerful motivator for employees.  Not only do employees feel the satisfaction of achieving established goals, but are valued by the company for doing so.   If profits are not available to share, recognize employees in other tangible ways until profitability returns.
In summary, tapping the collective genius of your team of employees is one of the key responsibilities of a leader.  Involving them in the important decisions of running your business through the ongoing education of the related financials and key measurements, while properly delegating the appropriate responsibility and authority is a formula for long term business success.

Jack Stack reflected on the culture he has helped create at SRC in his book, A Stake in the Outcome: Building a Culture of Ownership for the Long-Term Success of Your Business, "We've worked long and hard to foster an environment that brings out the best in people, giving them the confidence, the courage, and self esteem to do what they're capable of."

If you would like to learn more about this practice, let us know and we'll be happy to provide you more information about implementation within your business.

Copyright protected, all rights reserved worldwide. ©2009
Bill Spreitzer - Excellerate Solutions, Inc.

Bill Spreitzer                                         

bspreit@excelleratesolutions.com          

919-388-3600

 

Dave Vogelpohl

dave@excelleratesolutions.com             

919-544-3787

Visit Our Web Site at: www.excelleratesolutions.com

In This Issue
Exalt Your Customer to Increase Sales
Getting Employees Involved in the Success of Your Business
Motivational Quotes

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Quick Links

Motivational Quotes 

 
 

"A leader's job is to look into the future and see the organization, not as it is, but as it should be."

By: Jack Welch
 
 
"The best way to have a good idea is to have lots of ideas."
 
By: Linus Pauling
 
 
"A person who never made a mistake never tried anything new."
 
By: Albert Einstein
 
 
"A man is but the product of his thoughts. What he thinks, he becomes."
 
By: Mahatma Gandhi
 
"All you have got to do is plant that seed in your mind, care for it, work steadily toward your goal, and it will become a reality."
By: Earl Nightingale
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