Tag Archives: Focus

How Do You Increase Lead Generation and Motivate Sales Development? Seven Points

Situation: A company needs to generate more leads and increase new business closure rates to make plan. Their customers are primarily tech companies and they use advertising, trade shows and customer lists to develop leads. What advice do others have to help the company meet their objectives? How do you increase lead generation and motivate sales development?

Advice from the CEOs:

  • Look closely at the definition of your market. Refine the definition of the market in light of new technology developments and opportunities. If necessary, rewrite the value proposition and the characterization of the company’s typical customer.
  • Hire a Marketing Director to take charge of this effort.
  • For each of key customer or key customer category, develop the important features and benefits that will appeal to that customer or group. Think, through their eyes, “what’s in it for me?”
  • Focus on one or two areas where the company adds the best value. Don’t attempt to be all things to all people.
  • Define the behaviors that will generate sales and inquiries. Assure that these are up to date with the market. Train or retrain your salespeople as necessary and manage those behaviors.
  • Select and manage a sales process. If necessary seek outside help to develop this. Options include; Sales Solutions, Miller Heiman, and similar sales training companies.
  • Use a wide array of resources to develop potential customer lists and to identify the needs of each of those customers:
    • Business partners
    • LinkedIn.com
    • Google Ads
    • Salesforce.com or Jigsaw
    • Webinars and Social Media

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What Should You Look For in Selling a Company? Eleven Points

Situation: The owners of a company wish to sell the company. The CEO is 50% owner and some senior employees are partial owners. Ideally the CEO wants to maintain the company’s culture for the good of the employees. What should the CEO look for in an acquiring company or a merger? What pitfalls should be avoided?

Advice from the CEOs:

  • Key Considerations – Define the exit objectives. Understand that pursuing an exit will take time away from other activities. Know your buyer’s team.
  • Stakeholder Alignment – Make sure various stakeholders agree in advance on exit objectives.
  • “Keep an eye on the ball” – Selling a company can be a distraction. Focus on running the company, not on the novelty of selling.
  • Watch Out for Deal-Killer Individual – One member told of a CFO of a buyer company who sabotaged a sale at the last minute.
  • Qualify the Buyer’s Decision Process – It is valuable to understand the process that the buying company will follow to made the acquisition.
  • Broker or M&A Specialist? – About 50% of private party deals are not handled by a broker. These are sales within the industry. Few sales to insiders, such as employees or family, are handled by brokers. The same is true for synergistic companies that are already familiar with each other.
  • Avoid Over Reliance on a Broker – One member told of losing touch with important details of a sale transaction when using a broker. A better alternative was a transaction advisor as opposed to a broker paid by commission.
  • Consider an “Insider” Sale – Some businesses cannot be easily sold to outside buyers. In this case selling to insiders, employees or family may be a good solution. Employee Stock Ownership Plans (ESOPs), or “S” ESOPs using an S-Corp entity, have been numerous and successful.
  • Consider Private Equity – One member spoke of selling to an investment group or private equity group that specializes in buying smaller companies.
  • Buying on the Come – Buyers look for growth. Showing a history of profitable growth is highly desirable. Having a plan for future growth in place is also valuable.
  • Leverage Strategic Partners to Boost Value – One way to increase equity value is to partner with another company. Examples include a partner that provides greater distribution and sales, or which can validate the viability of a technology. That partner can become a future purchaser.

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How Do You Improve Infrastructure to Manage Cash Flow? Seven Points

Situation: A CEO wants to improve management of his company’s cash flow. While this is particularly important during times of tight cash and rapidly changing market conditions, the CEO wants to know what others focus on when monitoring cash flow in their companies. How do you improve infrastructure to manage cash flow?

Advice from the CEOs:

  • Track project mix and margin contribution both in part and in total. To accomplish this estimate relative contribution margins of different project types.
  • Adjust sales targets and commissions to emphasize projects with higher contribution.
  • Segment the company’s business model by margins, overhead, and cash flow. Set targets and drive focus on profit per “X” (selecting the proper indicators).
  • Analyze contribution per direct cost factor, for example per engineer on payroll.
  • Develop detailed cash budgets on a monthly or even weekly basis when times are uncertain. For example, inflows and outflows by major category tracking actual cash receipt or disbursement.
  • Start with broad projections, and refine the analysis over time as the company better understands the factors that drive cash flow and profitability.
  • As understanding improves, formulate value propositions for salespeople which reflect the most advantageous cash flow contributors of the business.

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How Do You Motivate Employees to Ask for Referrals? Four Points

Situation: A company has been growing nicely, but could always use additional business. Employees are very customer service focused – a key differentiator for the company – but do not ask current customers for referrals. This is problematic because management emphasizes the importance of asking for referral business. How do you motivate employees to regularly ask for referrals?

Advice from the CEOs:

  • Talk to the employees one-on-one to determine what would motivate them to ask for referrals. Also ask what prevents them from asking for referrals. It could be that they do not ask for referrals because they see themselves as customer-focused and interpret asking for referrals as not customer-friendly.
    • The reality is that if it is done the right way, it can be flattering to a customer to be asked for a referral.
  • Conduct a customer satisfaction survey – include a question as to whether the customer would refer the company to other potential clients.
    • If the answer is yes, ask for an introduction to target customers that the company seeks.
  • Think about the approach of a company with a cure for cancer. Imagine that this cure could work for any type of cancer at any stage. The job is to pick up the phone, call people and ask them:
    • First, whether they or someone that they care about has cancer?
    • If the answer is “yes”, would they be interested in a cure?
    • If this were the case, would they have a problem calling people with this message?
  • In fact, the company’s product or service is the cure for the needs of both current and potential clients, just as if they had cancer. An important part of the job is to ask current customers whether they know others who would benefit from the company’s services.
    • If employees don’t believe this, they are representing the wrong product or service.

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How Do You Make Hard Decisions on Employees? Four Points

Situation:  A company needs to adjust expenses to control costs. It’s largest expense item is payroll. They are evaluating three options to adjust staff costs to anticipated revenue. Alternative A – Cut everyone back to part-time. Alternative B – Cut a few employees, but keep retained employees busy. Alternative C – A balanced approach between these alternatives. From others’ experience, which is best? How do you make hard decisions on employees?

Advice from the CEOs:

  • The unanimous response from the group – for employees, Alternative B is the most positive approach. Extended cutbacks in hours has been painful for all and led to grousing. Once staff were cut it helped retained employees to focus on their work.
  • When it comes to vendors, use Alternative A – don’t pay everything that you want to pay, but pay what can be paid consistently and predictably. It is critical as this is done to make sure that promises are kept.
  • When it has been necessary to make cuts – how has employee morale been maintained?
    • In the short term, those who remained have been happy to have a job. Longer term, companies have had to do more than this.
    • One option is to set quarterly revenue and expense targets. When gross or net margin targets have been exceeded, companies committed to share some of the excess with employees.
  • Before making any decisions, have a meeting with employees and openly ask them what they’d like to see that will help to build company culture and enthusiasm.

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How Do You Build a New Channel? Four Cases

Situation: A company wants to increase business by building a new channel. The new business is different from the company’s base business, but won’t change the company’s focus on its base business. What lessons have been learned by other CEOs who have accomplished this? How do you build a new channel?

Advice from the CEOs:

  • One company created a new channel without changing the base business.
    • They responded slowly to the opportunity before deciding to change.
    • They needed to change infrastructure by adding more people.
    • They also needed to redefine the offering to meet the needs of new clients.
    • This involved adding additional data which had been accessible previously but hadn’t been presented.
    • At first the hand off wasn’t smooth. Hiccups that could have been foreseen with more planning were extra data fields and rough hand-offs. Future new releases will focus on improved process review and more challenging of assumptions, and more patience in the scoping stage.
  • The second company created a new branch with different products and operations, but maintained one financial and inventory management system.
    • The initial produce was sold and installed, utilizing union labor. The new product is sold wholesale business to businesses and is non-union.
    • After struggling with attempts to house both operations under one roof the new operation was moved to a separate location.
    • This enabled company to set up separate operations and to fully understand the financials of both operations. It also makes it easier to assess the viability of each business and to implement changes in one without disrupting the other.
  • The third company created a new offering to sell to the same customer base, with no change in the back-end systems.
    • The new business created an insurance model for the company’s services as an alternative to the original break-fix model.
    • The two systems use a common sales team, network engineers, and back-end system. Customers choose either insurance or break-fix.
    • The challenge was that the two models need completely different monitoring and incentive systems for the engineers. This took time for development and training.
  • The fourth company created two production operations: turnkey and component.
    • This called for different sales and contracting processes and separate production areas on the plant floor, with clear delineation but using the same back end, financial, and engineering support systems.
    • The component process is short-run, high value, high margin; the turnkey is high volume runs, lower value, low margin.
    • The challenge has been in setting up a new set of contract agreements and monitoring systems to monitor the financial success of the turnkey operation.
  • What is the common thread?
    • Put sufficient time into planning and evaluating options and challenges so that there is a solid understanding of the new channel before starting.

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How Do You Transition and Mix Leadership Styles? Five Points

Situation: A CEO has shepherded his company from a start-up to a viable enterprise. Early on, his management style was based on facilitation and his “likeability”. This worked well with a tight-knit team. Now the company is much bigger and he feels a need to be respected and able to act as a dominant leader when this is required rather than as a facilitative leader. How do you transition and mix leadership styles?

Advice from the CEOs:

  • What does a dominant mode of leadership entail?
    • Defining the starting point, desired end and important characteristics of the solution – then ask for input on getting there.
    • One can mix dominant behavioral modes with facilitative modes – the difference will be the focus on the end to be achieved.
  • If one were moving the opposite direction – from dominant to facilitator – one would:
    • De-entrench oneself from one’s own position.
    • Become more open to others’ ideas.
    • Change tone / words to express openness.
  • Conversely, to move from facilitative to dominant:
    • Decide what one wants to achieve and express it clearly.
    • One can remain open to the ideas of others, but make sure that the exchange is staying on topic and moving toward the desired objective.
    • Change tone / words to become more assertive.
  • How does one plan ahead to determine what one wants?
    • Review notes / priorities ahead of meetings – decide on the agenda and the objectives for the meeting.
    • Write reminder notes to ask questions or push issues that will drive the agenda.
  • Focus on the framing of the discussion – when one is being dominant the framing is more structured and determinant; when one is being facilitative the framing is more flexible and undetermined.

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How Do You Improve Resource Allocation? Three Suggestions

Situation: A company is so busy with ongoing projects that they are unable to allocate resources to major infrastructure development projects. The CEO wants to know what the company can do to make sure that these projects get the attention that they deserve. How do you improve resource allocation?

Advice from the CEOs:

  • Most of the time, and in most companies, some slack resources exist for at least part of a day. While it may not be the most efficient solution, one CEO divides 2nd tier projects into chunks and assigns work to individuals who have time.
  • Consider hiring an outside contractor who is hired exclusively to work on infrastructure projects.
  • Design a long-term solution:
    • Look at actual downtime over the course of an extended period.
    • Review the opportunities, prioritize them with the most important having the highest priority, and sequence them.
    • As resources have free time, assign them to work on the top priority project available at that time. When this project is completed, queue up the next highest priority project for work.
    • Review the opportunity list on a regular basis and reprioritize based on current conditions.
  • Key Take-Aways from this Discussion
    • Be patient; let it happen.
    • Space and resources exist. Establish a process to focus on opportunities one at a time.

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How Do You Deal with a CAVE Person? Four Options

Situation: A CEO has an employee who is very talented as an individual contributor but is destructive in a team atmosphere. The CEO wants to give this individual the opportunity to succeed and contribute, but simultaneously wants to limit the negative impact on other employees. In colloquial terms, this individual is a CAVE Person (Citizens Against Virtually Everything).  How do you deal with a CAVE person?

Advice from the CEOs:

  • Limit this individual’s focus to his strengths. Work with his manager to facilitate this.
    • Let him focus and crank out work as an individual contributor.
    • Don’t require this individual to participate in group meetings. Approach this by asking if he likes meetings. The likely answer is no. Follow-up by asking whether he’d prefer to focus his time in areas where he can contribute the most.
    • Be sure to compliment him on his work when this is deserved.
  • For the last three years we’ve learned the utility and limits of remote work. Consider remote work as an option for this individual. Work out a schedule of individual one-on-ones with his manager via Zoom to assure that he has what he needs to fulfill his role.
  • Drive the department to company’s and the manager’s attitude – not his.
    • If he is having a bad day, keep up a good attitude without allowing his attitude to bring the team down.
  • Realize that it may not be possible to fix this individual’s attitude or save his position.
    • Make every attempt to find an appropriate niche for this person in the company.
    • Document the efforts and accommodations made.
    • Have his manager write him up when he is destructive to the team.
    • Be prepared if, at the end of the day, it’s necessary to let him go. It may be the best thing for both him and the team.
    • Another member shared her experience with a CAVE person at a previous company. They made every attempt to accommodate the individual, but documented as they proceeded. When they finally let the person go, everybody’s productivity increased because the distraction was no longer present.

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