Culture is a wonderful thing. Most of the time. There are some cultures that may interest you about as much as sitting atop a bonfire, but for the purpose of this discussion, let's assume we're talking about the kind of cultures most commonly associated with clever commercials and 'fun-to-say' menu items. Corporate culture is just as important to the continued health and relevance of a company as it is to a university or a sports franchise.
You're the owner of the company. You're the one they follow. It's your culture that they are buying into, so you better make sure you have identified it before they do it for you. Or even worse....before failure does it for you.
That sounds harsh, but success these days requires more than just a clever tagline or a beautiful logo. Your passion has to be their passion. The people who are out there on the streets, entering the homes of your customers...if they aren't bought in....your passion dies before your prospect ever gets a chance to witness it.
Identify your message. What is that you want to say? What is it that you want your brand to say? Don't just be another HVAC company. Give them a reason to choose you over the other guy. You all have the same tools. You're all working on the same machines every day and dealing with the same issues. Culture is what sets you apart.....if you do it right. It can't be forced. It can't be demanded. It is something that others see you exhibiting and they want to emulate it.
So, what is it that goes into building an effective and prosperous culture for your small business? Do people really care if my team is wearing a pressed shirt, or do they just want their A/C fixed? Both! The answer is a resounding "BOTH" but it is delivered in the form of a check being written to the other guy if you doubt the importance of culture.
Here we go.....
1. Credibility - If they don't believe you have the ability to deliver what they're out there selling for you, you've lost. Not only will a lack of credibility destroy your Sales Force from within, but word travels at warp-speeds within your Market if you can't fulfill your promises. The US Army Infantry Division has a motto - "Deeds Not Words." Think like an infantryman. Show them your work. Don't tell them about it. Besides...have you ever met a soldier who doubted the credibility of his unit?
2. Respect - We've all worked in an environment in which we felt disrespected in some form or another. It sucks. Does your team feel respected? Are their voices heard? If they feel respected at the "dinner table" then they will act with respect when in front of your prospects. Picture a High School for a moment. Picture any group of 20-30 High School aged students. Among them, you will be able to instantly identify those who are raised in homes where respect is a top priority. The ones who feel respected at home portray respect because it's part of their "culture." Use your dinner table wisely.
3. Fairness - It's called "The Golden Rule" for a reason. Do unto others as you would have them do unto you. Sounds biblical because it is. The wisdom in that statement has been around, unchallenged, for that long. Don't play favorites. Don't reward groups when an individual achieved the results and vice-versa. Fairness is the piece that makes Win Win Marketing possible.
4. Pride - Take pride in what you do. Remember what made it possible for your company to hire a team in the first place.,...pride in your work. Remember how proud you were when you won that first contract? As you drove away from that handshake, did the thought of cutting corners or cheating ever cross your mind? Hell NO!! You wanted to do the best job possible and accept the steady string of referrals that was surely to follow, right? Instill that feeling in your team and your brand will stand out among your prospects. Take pride in your brand. From the way you dress to the vehicles in your fleet....display the pride you have in what you do.
5. Teamwork - Nobody wants to be the one who lets his whole team down. If you are able to instill a genuine sense of teamwork among your staff then you work together rather than against one another. Individual goals are great and should be encouraged, nurtured, and even joined....but they should NEVER be allowed to hinder the collective goals of the team. Act as a unit, win as a unit. You get to be the coach who delivers that rousing halftime speech to propel the team to victory.
6. Customer Focused - Don't put your team in a position where they don't believe you will protect the relationships they're working so hard to build. Sales takes trust, rapport, and a lot of time....if your team feels like you are only in it for the money and not the people who give it to you, they'll start to side with the prospect in situations where they should have supported you. Always identify the benefit to the customer when implementing new policies. Your team will resist changes a lot less if they feel like the proposed changes will benefit the customer they have to explain it to.
Got questions? You should! Let's get together and discuss them.
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