Small Incremental Steps Increase Sales Productivity
As a sales manager, I’ve been surprised and amazed that during this tough economic time when sales are so important, attention and accountability seem to be slipping. Times are tough for everyone and senior living sales have certainly slowed for many communities. But the show must go on and we must stay focused on realistic goals and ignore almost everything else.
With everyone seemingly having many diversions that are taking them away from the all-important task of selling, it can become a daunting task to regain control. It really does become a test of focus, accountability and good process.
There are simple steps you can take to positively affect your sales strategy. So let me introduce you to “Kaizen,” a Japanese word that means “continuous improvement through small incremental steps.” You might have heard it associated with Toyota Motor Company. The philosophy of Kaizen can be applied to the senior living sales process by helping to break down seemingly overwhelming tasks into manageable steps, making it easier and more satisfying to reach sales goals.
For example, many sales counselors have sales expectations: call a certain number of people per day, to schedule a number of appointments, to reach a number of sales. If you get behind, that goal suddenly becomes insurmountable. Instead, use Kaizen to make it more manageable. Take a small step by making a personal goal to schedule just one appointment per day. If it takes two phone calls, great. If it takes until 7 p.m., then that’s what it takes. But eventually, with just one small step, you’ll build a succession of appointments that will make it easier to reach your overall goal.
It all comes down to accountability, and you must focus your sales staff on this goal. But you need to do it in a way they can actually succeed. Kaizen is based on making little changes on a regular basis, always improving productivity — and it can work in senior living, too.
So I’d like to know. Are you aware of Kaizen? And if so, how are you putting it to use with your sales team?
Mary Jane: nice points. In my experience, when staff are armed with the info + feedback needed with which to understand the impacts of changes they’ve made, they ‘make mistakes well’, shrink the time it takes with which to do so, and thereby become more productive. At the extreme, they develop the craftsmanship of sales superstars. – John
Great post! I think these tough times require an even greater rigor to the sales, marketing, and branding process than the good times did. With fewer people in any given market who are inclined or able to buy (any product or service!), everyone is left competing in a shrinking customer pool. So, who ends up winning? In my observation, it is those who are disciplined in their processes and systems (kaizen); those who make it an entire team effort (not just sales & marketing staff); those who are careful with their messaging to be sensitive to the emotional state of the market while promoting their key brand elements; and those who are willing to do what it takes to keep their quality & pricing in a strong value proposition. If you succeed in these, you will be at the top of your market, even in (especially in!) tough times.
- Ron
Thanks for your thoughts, Ron. It does take the entire team to buy into processes to work towards the common goals. It just seems that today when we need the most focus, time and diverted energy seem to be our biggest enemy in front of our success.I am a true believer in eating the elephant one spoon at a time.
John, Your comments validate the Kaizen philosophy as we do have to shrink into the time we have and still be accountable for reaching our targets. These days, small successses along the way drive us to continue and make the way much more rewarding.
Kaizen methods can be applied to any aspect of your life that you would like to change, career or personal. I have found incremental steps are easier to implement and more likely to become a habit.
For instance: I have organized by desk and even my kitchen, so I put the most frequently used items closest to me. I used Kaizen methods in ramping up my workout routine. I was already going 3 times a week for 20 minute sessions but added 10 minutes of weights. Then I moved to 5 times a week.
There are classes and many books available on the Kaisen Methods. I found some excellent resource material at my local library. “Lean Thinking” is also another term frequently used by project managers schooled in Six Sigma.
As a side note- if you are on LinkedIn there are several groups you can join if you would like to learn more from other professionals about this area.
Good points and so true. I have also had success with calling until reaching 100 “nos” or calling in 30 minute increments.
Now if I can just apply this philosophy for organizing my office…
Thanks for the post
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