Transforming Your Commitment into Reality

In a tough economy, it is quite easy for sales and business development persons to blame the economy for their lack of prospecting and follow through. It is equally as easy for business owners and leaders to hunker down into sluggishness and immobility. Put more bluntly; just blame your shortcomings on the economy, everyone else does.

The Question

What keeps you from doing what you say? That was the survey question I recently put out to a wide range of business leaders and solo practitioners. I was quite amazed at one of the responses that kept repeating, “I always do what I say.” First, that was not the question, however quite a number of respondents seemed to feel it necessary to tell me that they were not guilty of my query. Second, I did not believe a one of them. Be it to customers and colleagues or family and friends—even to one’s self; not a one of us ALWAYS does what we say!

Why We Do—Not

Below, I have listed for you my survey results. The first two on the list are one in the same to me; however I listed them separately because they are subsets of the issue.

16% - Poor prioritizing

10% - Lack of time

11% - Fear of failure/lack of self confidence

9.5% - Lack of focus/distractions

9.5% - No motivation/purpose/passion

8.5% - Over commitment

8.5% - Change in priorities

4% - Circumstances beyond personal control

5% - Miscellaneous

18% - Denial (I always do what I say response)

Total equals 100%

A Quarter of the Respondents

As I stated earlier, I believe that poor prioritizing and lack of time are one in the same. Adding them together and that is the reason one-fourth of the folks that responded offered as the key reason for them not doing what they say. Is the answer to hire a productivity professional? I really do not think so. These people need a reason to do better. They are in their comfort zone and are not being challenged. Unfortunately, their attitude is I’ll get to it when I get to it. If something really matters to these people, they will make it priority one and find the time—I guarantee.

What About Denial?

The next to the highest ranking answer category (18%) was what I refer to as denial—they just will not admit any shortcomings. Every one of the twelve-step programs for overcoming dependencies calls for your admission of problem as an early step. How in the world can you fix it if you will not admit there is a problem? Sure, some might be near perfect in doing what they say, in one area: customers, colleagues, friends, family, or self—but come on, we are all human and imperfect.

Pain Verses Pleasure

I believe that, for the majority of the population, pain is more persuasive than pleasure. Simply put, people tend to be more motivated to avoid pain than by the promise of pleasure. Yes, sure—you have examples to prove me wrong; however I will stand with my statement. And, if you really think about the population in general, you’ll surely agree with me—especially in the area of getting things done.

Mechanisms for Achievement

Regardless of the reason behind non-performance, ultimately you want to end the anxiety of lost opportunities and unfulfilled promises and learn how to get the things done that you said you would. In achieving the results you want there are four basic mechanisms for doing this:

1. Do it yourself. You have a “come to Jesus” talk with yourself and motivate yourself to do better. This method tends to be short lived and you will most likely backslide into your old habits of non-performance.
2. Get a friend to be your accountability buddy. If you seek help from a friend by giving them permission to hassle you when you do not do what you say, you will get things done for a while. However at some point your friend will give up hassling you. This is because at some point they will perceive that to push you any harder will damage the friendship and they value the friendship more than your productivity.
3. Get a distant colleague as your accountability buddy. This method will generally last much longer than the first two as long as both accountability buddies are somewhat pushing equally. Since there is much less of a quality of friendship at issue, each will feel empowered to drive the other harder and for a longer period of time.
4. Get a paid accountability advisor. If you are really serious about doing what you say, there is nothing better than a paid advisor. First, since you are spending your money, you appreciate the relationship more. Second, it is your advisor’s job to not accept your BS excuses for non-performance. A paid advisor with whom you communicate weekly, will in almost every situation, help you to go further toward ending your anxiety of lost opportunities and unfulfilled promises and help you to stay focused in the area of getting the things done that you said you would.

Add On Sales

There is a reason why McDonald’s enjoyed total revenues of $23.5 billion in 2008. Could it be that there are more than 31,000 McDonald’s restaurants around the world in 118 countries? That is partly the reason, however I believe the fact that they sell 9 million pounds of their delicious French fries per day is an even more important element.

What they really do well is ask, “Would you like fries with that?” McDonald’s world wide excels at add on sales. I realize that others have also gotten on the “add on sales” band wagon, yet McDonald’s consistently performs year after year.

What Would it Take?

What would it take for you to create this kind of culture in your organization? You might be finding yourself a bit resistant, thinking that the MacDonald’s employees are mindless robots; and you might be right. However, they consistently perform. What would it take for your organization to perform at the level McDonald’s expects? Could the roadblocks be ego, intellect, and perception?

The Ego Roadblock

In my experience professional service corporations and chic retailers are the worst offenders in the area of letting ego get in the way of add on sales. I’ll ask you this. ”Do you want to hold on to your costly erroneous beliefs or do you want to increase revenues? When you let your ego get in your way, revenues will decrease.

The Intellect Roadblock

“I’ll do it my way because I know better.” This is the battle cry for intellects. In solving complex problems this is fine, however it is not acceptable is selling more of your products and/or services. Intellects are infatuated with features as opposed to being conscious of benefits. Intellects love to hear themselves talk about the technical side of anything and everything. Guess what? Your customers really do not care. They just want to know how your product or service will make their lives better—and, that it is a good value.

The Perception Roadblock

The perception roadblock to add on sales is one that will definitely need a brain adjustment. Business owners and the employees that sell for them too often feel it is an imposition on their customer to offer something additional. Somehow these folks got their head screwed on cockeyed and they really do need some help. When one truly cares about their customer, client, or patient; it is incumbent on them to offer every bit of value your/their organization has to offer.

One might say that McDonald’s is making people fat and unhealthy by offering supersizing or just “fries with that.” I do not think so. McDonalds is not cramming the food down the throats of their dining patrons but simply offering more value. Customers make choices. What you need to do is to simply offer your customers more choices and more value.

Success in Simplicity

McDonald’s, I believe, is successful because of simplicity. They do not rattle off 20 additional dining options but rather one or two. If you were to adapt this idea of simplicity to your organization, it might be done by just offering one single item to every customer as an add on, or possible having just one specific and different customized add on offering for every individual product or service. Needless to say, the multi-item approach is much more difficult to implement.

Why Else Don’t They Offer?

I have found that the primary reason you and your employees do not offer add on sales is because of a lack of training. I bet you thought I was going to say laziness. In my two decades of experience in work with organizations as a consultant, I have identified lack of training as the culprit much more often than apathy or sloth.

A Simple Solution

Your simple solution to increasing add on sales in your organization is daily training. Try this for a month and see if I’m not completely correct. At the start of every day, spend two to three minutes explaining to all the persons in your organization, why a particular product or service helps your customers’ lives to be better and suggest that they suggest it to customers that day. At the end of a month you have trained your entire company, on how to offer 20 new and or different, add on products or services. And your employees have consciously participated in that training.

Yes, it will take you, the leader, a bit of pre-planning time but, my gosh—isn’t that your job anyway? Do this rigorously for one month and I guarantee you that you’ll be pleased with the results. It is the little things that make the difference.