Vol. XXXXIII

Dear Manager,

We have all marketed ourselves in some form, be it our products, our company or its services. We have seen ourselves, as well as many others, both win and lose in the process. Business can be cruel. What are the disciplines called upon most often to insure success? Does it take a degree from Harvard Business School to gain this knowledge?

Or, can simple experience pave the way to our ultimate goal? Have we paid attention to the marketplace and the fundamentals of marketing? Experience tells us that the State of California will outperform the State of Wyoming in most every facet of business. Experience suggests that a three day fishing trip will generally provide a greater return than a one day trip. It becomes the principal of sheer numbers. One of the most misunderstood marketing fundamentals is the importance of critical mass.

My wife and I at one time had four teenagers between us (now there’s critical mass!). Over the years, I watched them grow and look forward to finding their first summer job. It was a very challenging time for most teenagers, because in many ways they must put themselves on the line for the first time in order to find that first job. Presenting themselves in an adult manner, dressing the part, and showing a bit of confidence is not generally consistent with other aspects and priorities in their lives. I have seen it take weeks to muster the courage to make that first step. (The timing, by the way, is often determined by the release of the latest “to die for” CD or computer game … motivation takes many forms!)

In most cases, teens will have their eyes peeled for that magical sign that suggests a business is looking for them. “Dad, if they were looking for me they would have a help wanted sign out … don’t you know?!” Once the sign is found and their confidence has been strapped on, they march in. A sense of satisfaction has been earned and a job has been applied for. Now the wait begins. Surely, it will just be a matter of days until they are rewarded for this initial effort.

I have found a very similar tendency in business once these teenagers have grown up. A well conceived idea is developed yet never fully executed. A bad idea, very well executed has a much greater ratio for success than a very good idea poorly executed. It is the law of critical mass. If an individual were looking to publish a manuscript, would their chances be greater with a single query letter to prospective publishers or one hundred? I would bet on one hundred, regardless of the manuscript’s literary merits! With niche marketing so successful, there is a market for most anything. You simply have to have the resolve to find it.

As I have taught, encouraged, each of my own teenagers, reach for maximum visibility! If you actually want to be recognized, throw your hat in the ring and make an impact. Want a job? Then present yourself in the most favorable light, again, again, again and then again.

Working with many top sales professionals over the years has shown me the impact of critical mass. From account penetration to market saturation, the very best sales people must execute on a daily basis, or fail. These individuals are possessed with market expansion.

I once worked with an individual who opened in excess of 100 new customers her first year. Until she arrived, this was a territory that was considered a very mature and well developed region. With her efforts, all previously established standards of performance went out the window. How did she do it?

She established a goal to open 10 new accounts per month. This was then broken down into a weekly expectation and reviewed on a daily basis. It was an excellent plan, yet it is one thing to establish a plan and another to execute the plan. This is where many salespeople and managers fall through the cracks. I believe that it all comes down to “how bad do you want it, and are you willing to pay the price?”

By contrast, this individual (a former top vacuum cleaner salesperson by the way) approached her goal with the heart of a champion. With little fanfare, she simply proceeded confidently to achieve her objective. Do you really think she opened 10 new accounts per month by calling on only ten accounts? If so, let me sell you a vacuum!

Her first few attempts brought limited results, yet provided a very strong foundation. Repeated effort establishes the work habits that become a way of life. With time, her presentation developed, her batting average improved and her confidence soared. In each call it became no longer a question of if, but of when. Within “the critical mass” there is abundance available to all of us. Those who suggest otherwise are not being honest with themselves (or their manager!).

The greatest advantage of critical mass is in the number of options it brings to the table. Would we not prefer to evaluate the opportunities and values of ten options as compared to one? Each will have its own advantages, one will be a home run! Human nature often encourages us to take the easy way out, the first and only option. Perhaps it is less a result of human nature than it is of simply being too busy or too lazy.

As managers of our sales and of our companies, we must fight this tendency at every turn. Have you ever reviewed the potential of a product, individual, or service with only a surface amount of information? I have, as have many managers. We can be anxious to form a conclusion based on the information at hand, rather than explore the many options available with patience and commitment to greater understanding. Our fast-paced world challenges this premise each and every day.

The alternative is “garbage in, garbage out.” We owe it to ourselves to explore these options with a firm grasp of critical mass, and a firm grasp on reality in the decision making process.

ASK THE TOUGH QUESTIONS …

… again and again, not only of yourself but of those you manage. We
must demand this of ourselves, regardless of excuses or the pace of our
schedule. Anything less, and all of the investment we have made relating to our ideas and to the individuals that have the right to expect our best was an absolute waste of time! If we are unwilling to properly execute our plan, trusting the laws of critical mass, then it is time to fold our tent and accept all consequences. The ideas and execution will now be left to the competition.

Personal Regards,

Keenan

INTERPERSONAL7#169; is published by INTERPERSONALBIZ.COM, Keenan Longcor, Editor, ©2009. Duplication of this publication is permitted for both personal and business use. Excerpts may only be quoted with acknowledgment of INTERPERSONAL/INTERPERSONALBIZ.ORG as the source. For re-publication rights, please contact the editor at KEENAN@INTERPERSONALBIZ.COM