In the last instalment of this article, I started with a preamble to selling and how it will be the saviour in this econolypse.
I have been fortunate to have been a salesman, to have run companies as a CEO and Board Member and to have been a marketer. The following are my "To Dos" for each of these points of view
Here is a list for the Boss:
Note: These are business truisms as I personally know them. I am not talking about anything here that I haven't personally experienced. These I believe with all my heart!
1. Hire properly.
- Hire real slow – fire real fast. No one wins by keeping dead wood around the shop. It’s better for you, your company and for the folks who are probably in the wrong posts to change. It is a very stressful thing to do. I know. I have hired literally hundreds of folks and sadly had to let a few go. That is never good. In fact, a couple were friends. That hurts even more. But no one said being a boss is easy – you can't stand the heat, get the hell out of the kitchen.
- I have heard umpteen times, especially at agencies that "Our assets go up and down in the elevator every night." Wow. When I hear that the first thing that comes to mind is a joke. Consultant asks company Prez "So how many people work here? Prez … "Oh, about half."
- I have always wondered how, or why, certain people ever got hired. Folks, if you have what my Ol Buddy David Maister calls "Human Capital" issues and they are rotting on the shelves? Get rid of them. They will poison the rest of the assets, smell when customers come near them and be really nasty to look at. Enough metaphors – you get my point.
2. Price, promote and plan properly. If ya don’t know how – get help.
- Most people running companies aren't marketers. Hell, most marketers aren't marketers! I know, Sally- "Pete say it ain't so!" They are engineers, accountants, inventors, sales folks or simply kids whose parents left 'em the shop. If you aren't a great marketer – get help. Companies will eventually tank without great marketing. Companies like GM, who haven't had a marketer within 1,000 miles …ever, are evidence of this fact.
3. Get out and meet the folks. You staying in your office is like the faux-hunters at the lodge I mentioned in the previous instalment.