Top Business Coach Teaches How To Create a Sales Tracking System to Measure the Effectiveness of Each System
The most important aspect of this process is to make sure that you are collecting and measuring accurate and actionable data that can tell you objectively which of your sales and marketing systems are working the best and which ones need to be refined or blown up. Based on my experience as a consultant, I would estimate that approximately 75% of the businesses I analyze are wasting nearly all of their marketing dollars on strategies that simply do not work. In many small and mid-sized companies, the ownership is committed to ineffective marketing strategies merely because of fear of breaking tradition or because they have not invested the time and resources needed to determine what marketing avenues are in fact working.
“You need the kind of objectivity that makes you forget everything you’ve heard; clear the table, and do a factual study like a scientist would.” -Steve Wozniak (Co-founder of Apple)
Business Coach Teaches How To Create a Usable Process and System that Honest and Diligent Team Members Will Be Able to Use
Once you have a created and documented the step-by-step process that has proven to produce results for your team, you must create the checklists, scripts, and systems that your team will use to execute the process. Unfortunately, as a business coach, I have found that most owners of small to medium-sized businesses can be divided into two groups (both of which are stuck):
Group A – These business owners have never taken the time to document any of the systems, tactics and processes they use on a daily basis, thus they struggle with teaching these systems to anybody else and they are trapped inside of their business.
Group B – These businesses owners have actually invested the time to document their systems, tactics and processes, but they lack the intensity, drive, accountability, force of will and leadership skills needed to insure that their team actually understands and implements the systems they have created.
My friend, you must commit to documenting the systems that work and then hold your team accountable for implementing those systems, regardless of the level of push back you get from team members who miss the old and dysfunctional way of doing things.
“People judge you by your performance, so focus on the outcome. Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.” -Steve Jobs (Co-founder of Apple and the former CEO of Pixar)
Business Coach Fun Fact:
Because the company was not able to deliver the excellent level of customer service that Howard Schultz demanded when he returned to the role of CEO and Chairman of Starbucks, in February 2008, he famously closed 7,100 stores nationwide for three hours to retrain 135,000 in-store employees and people who oversaw the stores.
Don’t worry about whether your team (who will probably not work with you in three years anyway) accuses you of being maniacally focused on implementing a level of systemization they say is proof of your “anal retentiveness.” You must focus on creating systems that honest and diligent members of your team will be able to use. If the complexity of your systems is too intense, even honest and diligent members will not be able to use them EVEN THOUGH THEY WANT TO. Remember, complexity will not scale well.
Business Coach Definition Magician:
The term “anal retentive,” or “anal” in its shortened version, is often used to describe a person who pays an incredible amount of attention to detail to the point that it annoys others. In Freudian psychology, the anal stage follows the oral stage of infant or early-childhood development. I believe that Freud was mentally ill based upon the experiments he conducted on his own family and that is all the further I am willing to go with this definition.
As I discussed earlier, every business system that you build really has two parts. The first part involves the painstaking process of developing, testing, measuring, and documenting a system that works. The second part involves the painstaking process of creating a checklist or tool that your team can actually use to implement the system. Personally, I don’t care whether your people want to use the system or not, I just care that they can use it and that the system you have created is capable of generating success based upon my RULE OF THE 3 Ps.
Business Coach’s Rule Of The 3 Ps:
Rule #1 – Product – In order for a business to be sustainable and successful, it must be able to create an insanely popular product or service that people love and that you love to share with your ideal and likely buyers.
“Pay attention to design. We made the buttons on the screen look so good you’ll want to lick them. Design is not just what it looks like and feels like. Design is how it works.” -Steve Jobs (Co-founder of Apple and the former CEO of Pixar)
Rule #2 – People – People are excited about and willing to be a part of businesses that are made up of people they genuinely like. If you sincerely hate the people you are forced to work with every day, no amount of money will ever be able to replace the amount of time you wasted being with people you do not like.
“The secret of happiness is minimizing the amount of time you spent with people you don’t choose to be with. This is just math!” -Phil Libin (The CEO of Evernote)
Rule #3 – Profit – In order for a business to be viable over the long term, it must create a consistent and predictable profit for its owners and investors.
“Profit in business comes from repeat customers, customers that boast about your project or service, and that bring friends with them.” -W. Edwards Deming (Leading business consultant and bestselling author of his time. Many historians credit Deming for playing a big part in helping Japan become an industrialized nation after World War II)