Tag Archives: process

Subtle Cues And Crabs

15 Apr

If you tug too quickly on the string, the crab drops the chicken and sidesteps away.  If you drop the net in the water too aggressively, the ripples frighten off your prey.  It’s only when you pull the string in one finger width at a time, when the crab realizes it’s being hunted only after it’s in your net, that you land your catch.

Crabbing

Click to see some crabbing on a string!

I recently began using an iPad in sales calls.  It’s a powerful tool for product demos, but it scared away my prospects.  Why?

To ensure I could quickly launch into a demo, I flipped open the case cover and logged in before sales calls.  In an industry where prospects give sales people a very limited amount of time to present their wares, I thought having my iPad ready for action would be a strategic advantage.

But as soon as I walked into a prospect’s office, his eyes shifted to my open iPad and his pupils dilated in fear.  The iPad was my net, and I had clearly dipped it into the water too early.  Before I even got to qualify, nonetheless demo my product, the prospect darted away like a crab.

Revealing our sales tools too early and rushing to make our pitch is a sure way to scare off our catch.   And sometimes, it’s just a subtle cue, a signal of the demo to come, that alarms our prospects.  In my case it was the open iPad.

As soon as I realized my mistake and closed the case before walking into offices, my prospects opened up to me again.

Are you scaring away your crab?

The Scoreboard is Scoreless.

9 Feb

Business is a lot like football.  In both, we need to acknowledge two things when looking at the scoreboard:

1)     The final score is often a product of the environment in which we compete.   

A football team’s success is determined by much more than just team performance.  The strength of the competition, injuries to key players, even the referees have an impact on the season record.  Similarly, outside factors often determine our success in business.  A good market environment sometimes ensures success, even when we just show up.  A bad market environment?  It can crush even the most sound strategy.

2)     Results, therefore, don’t tell the whole story. 

Three point victories over an arch-rival and a cupcake, while the same on the scoreboard, usually mean very different levels of performance on the football field.  So too does 3% growth during a bullish market versus 3% growth in a bear market.

If the scoreboard doesn’t reflect the entire story, should we just ignore it?  No, but we must evaluate ourselves differently.  We need to track our processes, not just end the results.

In my career, a few processes I track include 1) returned correspondence from customers 2) conversion of focus group attendees 3) number of sales calls per day.

These processes are smaller metrics.  They no doubt affect the scoreboard, but aren’t swayed or skewed by the landscape in which I compete.

The point of focusing on process is not to ignore end results.  The scoreboard does matter–we should never afford ourselves excuses when the other team wins.

The point is that when you focus on process, you take the business context or environment in which you work out of your measurements.  The ups and downs that can be attributed to competition and the situations we inherit begin to smooth out.  When we have excel at the right processes, results ultimately begin to care of themselves.

Which football coach talks most about process?  Nick Saban, when he’s not busy winning back-to-back national championships.

nick saban

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