Ok, you’ve defined your or your business singular promise (a.k.a. UBA) and identified the team to deliver that promise. This article shows you how to take that team you identified and ensure that your singular promise is achieved through a step-by-step process of systemisation. In short, this article teaches you the nuts and bolts to getting the most out of your people through the creation of a …
‘Performance Benchmarking System’
You need to understand that you can’t really manage people. Rather, you need to measure their performance and make them accountable against systems or duties.
Your employees or contractors are your most valuable resource. You have invested a lot in their recruitment and training, so getting the most out of them should be a priority for you as a business owner.
Investing your time and effort into creating these Performance Benchmarking Systems will take the guesswork out of your businesses future. Your people are made accountable to a system or road map to success that WILL deliver your singular promise.
How do you do this?
You create an eight step Performance Benchmarking System.
To start, you work backwards from the desired end result!
You have your singular promise and the people you will need to achieve this. Next, you should itemise what each of these people need to do for the singular promise to be achieved. Everyone in your identified team needs to complete certain activities or duties. List these duties in a duty list.
Next, determine benchmarks that your people need to perform to. These can be determined in-house, or you can research other businesses in your and other industries and apply appropriate benchmarks.
Benchmarks need to be determined for every duty performed by your people. Some may be qualitative, and others quantitative. Remember, you want a road map for your people to follow, so time spent here is well invested.
These benchmarks are then used to create key performance indicators (KPIs) for every duty per person on your identified team.
The secret to success is to make your people accountable to these KPI’s!!!
You will review their performance at regular intervals to ensure that they are performing to the expected level and successes should be rewarded.
This takes out all of the guesswork for your businesses future. If all of your people meet and/or exceed their key performance indicators, then YOU WILL ACHIEVE YOUR SINGULAR PROMISE!!?!!
The process is that simple!
Should you feel that you need help in implementation of ‘Performance Benchmarking System’ – please contact our office and we will put you in touch with an expert in your industry and area.
It’s A Team Effort!
Many heads think better than one.
Ask your team members what ideas they can think of to impress your customers or how to serve them better. People think from different spaces and often have ideas inside them waiting to come to fruition when asked. It’s more often than not, the other team members who deal with the customers at the ‘coal face’, so they know the best ways to make your customers happy and rewarded.
Customer Surveys – Best Way To get Feedback, Get Your Customers To Visit More Often And Prevent Potential Problems In Your Business
Customer Survey: How Are We Doing?
The best Customer Service you can give is to ask your Customers “How are we doing?” Regular Customer Feedback forms are a necessary way to keep you on edge and alive. If the customer isn’t happy with his/her experience or service from you, they will go to your opposition. The customers perception of you is their reality, so try to get many forms back at the same time, then you can measure and monitor your service and if you get the same feedback from more than one, you know to change.
“If you keep doing what you have always done, you will only ever get what you have always got”
If You Need To
Get New Customers, The Best (And
Cheapest) Way Is Offer A FREE
FREE is a magic word! What I am saying is, take the money you would have
spent on fancy advertising and give it to your best prospective customers (the
players) in the form of a sample or trial of your product or service.
Never Ever Run An Ad Without
Monitoring The Response
In other words, if it doesn’t sell your products get rid of it. 99% of ad
agencies, newspaper and radio reps hate the idea of monitoring. Their advice is
“repetition is the key to success!”
The only trouble is, they are referring to their success – not yours!
Since they get paid by the quantity of advertising you place, it’s not always in
their best interest to teach you how to halve the amount of advertising you do and
double the effectiveness.
And that’s exactly what is possible. Once you find an ad, sales pitch or
marketing strategy that works—keep doing it. Remember, the market place is
constantly changing. You may get tired of seeing the sames old ads but your new
and existing customers will not.
If it’s working—don’t change it! If your ad sold baby clothes to new mothers
this year, it’ll probably work just as well with new mothers next year!
Everything You Do
To Promote Your
Start yourself a promotion analysis folder and inside have details of each
promotion or ad you run and the results it brought you. You’ll at least double your
advertising results by doing this!
Never use reverse type (black background with white type) in your ads.
Research clearly shows that this is difficult to read and will reduce your response
by at least 50%. Yet when you look in magazines, so many articles and ads are
still designed this way. What a waste!
Don’t Try To Be
Creative Or Original
Pretty ads don’t sell products. The most appealing (to look at) and artistic
ads seldom make people buy the products they are supposed to be selling. The
ads that win awards for the advertising agencies who create them rarely win sales
awards for the clients!
During a survey of ads that won a “Clio” award (the advertising industry’s
highest recognition), it was found that 4 of the award-winning agencies lost their
clients’ business, another client refused to run his ad, and of 80 TV classics
picked by Clio, 36 of the businesses involved had either sacked the agency or had
gone broke. Not a real good record, is it?
As the owner of one of the biggest direct response ad agencies once said to a
client . . . “Do you want creativity and originality? Or do you want to see the
darned sales graph going up? Because you sure as heck ain’t going to get them
I guess the point I am making is don’t be creative for the sake of being
creative. Finding a new twist for a proven sales approach is fine, but only as long
as it works better than the previous one.
Recall – vs – Actual Sales
The standard form of measuring the effectiveness of an ad by mainstream
advertising agencies and media reps is by recall, or how many people actually
remember the ad after it runs for a set period. This is really stupid.
What counts, from your point of view, is not how many people remember
your ads – but how many actually went and bought your product. If all you want
is recall, just run ads featuring chimpanzees dressed in swimming costumes!
Test Every Ad,
Sales Letter Or Marketing
Campaign Before Betting Your
Business Future On It
Don’t be seduced by the media reps or the list brokers with promises of
huge readerships and hot buyers lists. Test everything on a small scale before
you commit large amounts of money to it. What the large (and successful)
companies always do is test a campaign in one region first. If it works they
expand it – if not they change it until it does work.
This way even failures can make you rich, because when the 8th test you
run is a winner and you keep on repeating it, this more than makes up for the all
the learning you did during the first 7 that did not work.
To prepare for this formula, we need to create a “copywriting power’
questionnaire, which is a very powerful document as it will reveal almost
everything you need to know to create hot ads or letters that will sell your
products and services. The questionnaire is a copywriting guideline—a
guideline for getting the best information from your business to be able to:
- Get to know your product or service, inside and out.
- Get to know what you’ve tried in the past (so you don’t waste your time trying it again).
- Get to know your customers as well as you possibly can.
- Get to know your target prospects as well as you possibly can.
- Define your goals, your business objectives and your dreams.
These five questions are ones you absolutely must ask yourself. Think
carefully about the answers to these questions, because if you plan on writing
your own ads or sales letters to sell your product or service, this questionnaire
will be one of your most valuable tools. I don’t believe it’s a magic pill for
writing hot ads . . . but it is a solid first step in the process of creating great copy.
Here are 15 questions you must answer before you write a word of copy.
Write them out in the spaces provided below: