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Every business struggles with execution

Nothing is perfect.  There’s always something to improve.  The market changes and so do your customers.  The needs of your clients evolve.  Your products and services must grow along with your business systems and staffing.  

Wizard or demon

Roy H. Williams is known as the Wizard of Ads. Among his many accomplishments, Roy is a New York Times Best Selling Author.  His books are worth reading over and over.  He is living his dream, having created the Wizard Academy, a center for business excellence in Austin Texas.  Every week, he writes what he calls the Monday Morning Memo in which Roy offers advice on becoming a better, more successful business, and it’s free! All you have to do is sign up.

Recently Roy wrote Differentiate or Conform.  Here’s what stood out for me.

"Systematize the 90 percent of your company’s activities that are recurrent so that your employees have the freedom to humanize and customize the 10 percent of your activities that are ever-changing and unusual. A company without freedoms is a sweatshop. A company without policies, procedures, methods and systems is a country club for unproductive employees."

Are you the demon in your business, procrastinating, letting things slide, refusing to change with your customers and clients?  Demons can also be micro managers, robbing the business of any staff empowerment?  Are you the demon so busy working in the business that you are unable to spend the time to work on the business?  Are you just another employee taking home a pay cheque or are you the business owner managing your company’s activities and investing in its success?  Time and energy are two of your most valuable assets.  Use them wisely.  Become a wizard.

Behind the scenes – systematize

If 90% of your business is not seen or directly experienced by your customers and clients, then it had better be a well oiled machine.  Brilliant execution of your business basics is essential.  You need efficient systems and procedures for inventory, supplies and sales as well as key business services such as accounting, janitorial and human resources.  

Inventory

Can you think of anything more frustrating for customers and staff than not having the inventory to maximize sales?

• How often do you review your inventory?
• What is selling and what is taking up valuable shelf space?
• Are you up to date on seasonal and industry trends?
• Are you ahead of the ordering cycle?
• Are you turning over your inventory at a rate that produces reliable profit?

Supplies 

Do you have everything you need to keep the business running smoothly?  Paper products, letterhead, envelopes, invoices, printed materials, price tags, pens, markers, paper clips, cleaning products, washroom products.  The list varies according to the type of business.   

• Are you the person in charge or have you delegated a well defined procedure to one of your staff?
• Is there a review process in place to ensure that you are taking advantage of price breaks and asking, does your supplier provide the service your business requires?
• Do you have a process for reviewing and proofing all of your printing needs?

Accounting 

It may surprise you to know that there are business owners who view accounting as a foreign language.

• Are the books in order?
• How often do you meet with your accountant?
• Do you have a monthly review process?
• Are your expenses being paid in a timely manner?
• Are billings being processed efficiently?
• Would you know if you are being ripped off ?

Human Resources

Unhappy workers don’t quit companies, they quit bad managers.

• Have you developed your standards and practices?
• Are you legal under appropriate labour law?
• Do you have a hiring policy?
• Do you communicate with your employees?
• Is there a review process in place?
• Do you take responsibility for staff morale?

Sales   (Applies to both inside and outside sales teams)

• How do they learn details about daily specials, new products or services?
• How are they trained to meet your customers and clients?
• What other responsibilities does each staff member have?
• How are they held accountable?

What the public sees and experiences - humanize

The public sees and experiences your staff, your service technicians, your logo on vehicles etc., your website and newsletter, your store or office decor and its cleanliness, your products and services, your telephone manners, your advertising, signage and promotions, your window display, your store or office layout.  In each one of these items, there is the opportunity to humanize.

• Create your own list applicable to your business, website and your customers

Empower your staff to delight your customers   

You want to create a brand that is not only an inviting and pleasing experience, but also a stage for you and your staff to build customer trust and loyalty resulting in reliable and consistent business growth.  Find ways to delight your customers and prospects in your store or office and through your website and newsletter.  Give them reasons to tell their friends about you. 

• Knowledge and advice 
• Articles and links 
• Make a promise of performance and keep it 
• Cookies for their kids 
• Put the laces in those new shoes 
• Neatly fold their clothes purchase before you bag it 
• Help them load their purchase in their vehicle 
• If you don't have what they want send them to the place that does

The bottom line

Why would you pay attention to these details in the 90/10 Rule?

Why would you strive to execute brilliantly? 

Why would you empower your staff to do their best in the pursuit of customer satisfaction? 

Because you deserve it and so does your family so Build Your Business with Brilliant Execution.

Submitted by Ted Farr, Floodlight Consultant