Category Archives: Accountability

How to Get People to Use CRM

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From the Ask Tom mailbag –

Question:
Tom, I remember a few years ago you talked about the effectiveness of negative vs positive reinforcement to affect changes in employee behavior. Here’s my problem: I am responsible for implementing a CRM sales management system affecting over 100 sales reps and 15 regional sales managers. For 30 years, we’ve allowed our sales reps to act without much direction or accountability. Our market was robust so a salesperson’s day was spent taking care of customers, entertaining them, and knocking off early on Fridays.

Then, our market soured, so did our sales.

Over the years, we became a service oriented company with little focus on sales management. As you would guess, there is strong resentment and resistance to the accountability that a CRM requires–assigning prospects, setting tasks and goals, and required reporting to management.

Here is the feedback so far. “Do you want me to sell or fill out these stupid reports?” OR “I’m no good with computers.” OR “I don’t have time.” OR “This is Big Brother micro-managing me.”

I’m experimenting with gamification of the process, creating competition among territories and recognizing successes. The CEO of the corporation is reviewing weekly scorecards and sending email comments to the sales managers on performance.

Here’s the question. What will have the greatest effect on participation, negative reinforcement or positive reinforcement? Should we tie pay to usage of the system?

Response:
This is not an unusual dilemma. Your idea of gamification takes me back to a post I wrote in Sep 2007 (yes, ten years ago), where we looked at how a young teenager learned to play a complex video game without a training course, instruction materials or a tutor. In fact, despite discouragement from his manager (mom), he still managed to achieve a high level of competence at playing the game, would actually go without food or sleep to play.

So, how could you get a group of veteran, grisly sales people to spend time with a CRM system?

First, to the subject of positive vs negative reinforcement. At best, negative reinforcement only gets you compliance. And compliance only works in the presence of the manager and the constant pressure of the negative reinforcement. If the manager is not present or the probability of enforcement is low, the desired behavior disappears. Most negative reinforcement resides outside the individual with only temporary effect.

To achieve commitment (vs compliance) to the behavior, you have to go inside. You have to look for an intrinsic reinforcement. You have to examine the belief. It is not your rules, not your suggestions, not your tracking tools that drive behavior. It is the belief inside the individual.

And your individuals have spoken their beliefs.
Do you want me to sell or fill out these stupid reports?

  • The belief is that only selling creates sales, not filling out reports. Filling out reports is a waste of time.

I’m no good with computers.

  • The belief is that I am good at sales and that I am not good at computers. The belief is that using a computer will not bring in more sales.

I don’t have time.

  • The belief is that filling out reports in a computer is not as high a priority as anything else.

This is Big Brother micro-managing me.

  • The belief is that a good salesperson does NOT need coaching. The belief is that tracking activity may surface accountability to a standard defined by someone else.

Ultimately, this is a culture problem. You don’t get the behavior you want (interaction with a CRM system) because you, as the manager, have not connected success (sales) with activity in the CRM system. They don’t believe you.

Culture Cycle

  • Beliefs.
  • Connected behaviors.
  • Connected behaviors tested against the consequences of reality.
  • Behaviors that survive are repeated in customs and rituals.

You started with a CRM system rather than starting with the team. Your team knows how to make sales, they are experts at it. In a meeting, get them to document the processes and behaviors that create sales. Big flip chart. Here is my prediction – they will create a system similar to most sales systems.

  • Prospecting
  • Qualification
  • Needs assessment (preventing objections)
  • Connection of needs to your product or service
  • Customer willing to solve their problem (pay)
  • Closing
  • After closing support

These are activities in a sequence that creates customers and orders. These are likely the same activities you are attempting to document in the CRM system. But, now, it is the team that identified the behaviors, not some stupid CRM system.

Next, ask them to coach each other. They may not trust you, but they trust each other. Ask them to document what a coaching process might look like. Ask them what collected data might be helpful to make the coaching more effective.

Teaching is not nearly as effective as learning. Turn this into a learning process, not a teaching process. -Tom

Yes, And How is the Team Member Doing?

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Last week, we talked about Team Morale as a Key Result Area (KRA). Remember, the work of a manager is different than the work of a team member. Another KRA that often escapes the role description is Team Member Development.

Key Result Area – Team Member Development

Context – An important accountability for every manager in our company is to pay attention to the team. The most critical work product in our company requires high levels of competence, cooperation and support between team members in collateral working relationships. It is incumbent on the manager to use their discretionary judgment in the selection and retention of team members.

Tasks and Activities – The manager will clearly assign tasks within the capability and competence of the team member. Routinely, the manager will test the team member’s capability and competence with project work to determine if the team member is capable of more complex work and if the team member has achieved a higher skill level. The manager will routinely assess the effectiveness of the team member to determine additional skills training, assignment of more complex work and consideration for promotion.

Accountability – The manager is accountable for evaluating the effectiveness of each team member, identifying effectiveness at level of work and skill competence. The manager will review this team member assessment each month in a 1-1 discussion with their manager, to identify potential for higher level of work, adjustment to lower level of work, additional skills training, cross-training, reassignment or de-selection.

And We Have a Winner!

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“We have an idea for a new product line,” Alicia sounded off. “It’s a logical extension of our core product. We all think it will be a winner.”

“How are you going to fund the startup and who are you going to assign to this new project?” I asked.

“Well, that’s a problem. We are currently under a hiring freeze and while we have a budget for development, actually ramping into production is going to pinch,” she grimaced.

“What are you going to let go of?”

Alicia was a bit surprised. “We hadn’t really discussed shutting anything down.”

“Alicia, the biggest mistake that young companies make is that everything looks like an opportunity. Before long, all their resources are spread thin and their product portfolio is a hodgepodge. They can’t figure out if they are in the shoe business or the construction business.

“To be truly successful, the company has to decide on its focus, and create a discipline around that focus. Especially in times where resources are tight, we have to make sure we have enough staying power. This requires an approach of systematic abandonment. As you adapt to the market, it is important to cut off those projects that are no longer returning value.” -Tom

But, It’s Our Reputation

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“But the project you are talking about abandoning is a service that we have provided for more than a decade. Our customers have come to expect it. Heck, part of our reputation stands on it,” Byron protested.

“So, is it your moral duty to continue something that is no longer producing results? Or can you accept that, what you are known for, once served a market, but that market was temporary? And that proud service no longer satisfies a customer need.” -Tom

Dead Horse

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Byron was thinking back. “I think we have done what you suggested. Every year, in our annual business plan, we look at the cost structure in each of our project areas. And each year, we find one or two things that don’t quite measure up.”

“What was the last project that didn’t measure up,” I asked. “And what did you decide about it?”

Byron’s curiosity turned into a muffled laugh. “You’re right. Now that I think about it, the people involved, in the last project going south, negotiated more time and actually spent a ton of market research money to find out that there wasn’t as big a market as they thought. Their dwindling net profit went underwater the more they studied it.”

“And now?”

Byron shook his head. “They are still holding on to some hope that the market will turn around.”

“The answer is NOT, how can we make another research study? The answer is, how can we get out of this? Or, at least, how can we put a tourniquet on the bleeding?” -TF
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The failure to accomplish a goal does not prove that more efforts and resources are needed. The failure to accomplish a goal may indicate that efforts should be stopped and a different path should be taken.

Old Indian saying, “When the horse is dead, it is time to get off.” -Tom

What is Competence?

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Andrew was beside himself. “How could this happen?” he exclaimed. “We had that bid locked down. That was our contract. We literally worked for 16 months to position ourselves. We built the infrastructure. We built the relationships with the customer at all the levels. Then one guy gets promoted and we get a form letter saying that our contract has been terminated, thirty days notice.”

“What do you think is the problem?” I asked.

“I don’t know, sometimes I think my whole team is incompetent. To let this slip through, when we worked so hard for it.”

“Do you really think your team is incompetent?” I followed up.

Andrew shook his head from side to side. “No. Heaven’s no. What am I thinking? To every person on the team, I wouldn’t trade a single one. They are all A players. I just don’t know what happened.”

“Sometimes, when we think about competence,” I replied, “we think it is our ability to control the parts of the world that cannot be controlled. Events of the world will occur in spite of us. So, what is competence?”

Andrew was listening, but not sure if he liked what he heard. I continued.

“The Boy Scout motto is Be Prepared. Competence is not the ability to control the uncontrollable. Competence is the ability to control ourselves in the face of uncertainty. Be prepared. Be prepared for uncertainty. It is a matter of mental fitness.” -Tom

Short of a Temper Tantrum

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From the Ask Tom mailbag –

Question:
I was recently promoted to a manager role. Our company is really big on accountability. My first big challenge is holding other people accountable. I seem to stand by in a dream land watching a team member underperform or make a mistake. I point out the mistake, but that doesn’t seem to solve the problem. The mistake is made again. And, now my manager is telling me that I don’t hold my team accountable. Short of throwing a temper tantrum, what am I supposed to do?

Response:
Most companies get accountability backwards. A technician on your team makes a mistake, and your manager expects you to hold that technician accountable. It is YOU, the manager, that I hold accountable, for the output of your technician. You picked the technician for that assignment. You provided the training. You inspected the quality of the training. You provided the tools. You created the work environment. You provided the coaching. You provided the materials. As the manager to your team, you control all the variables around that technician. It is you I hold accountable for the output of the technician.

So, if the technician makes a mistake, what are the variables that you control? What changes will you make? How will you manage the risk in this task assignment? The source of all accountability is self-accountability. What are YOU going to do? -Tom

How Long Has This Been Going On?

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Miriam looked wide eyed as she explained what happened. “I know I should have confronted the behavior straight away, but I didn’t. And now, she thinks it’s okay to be snotty and nasty to people when she doesn’t get her way.”

“How long has this been going on?” I asked. Miriam stopped. She didn’t want to tell me.

“Well, it pretty much started the first month she was here.” Silence. “Okay, about a year and a half.”

“And you haven’t spoken to her about her behavior?”

“At first I thought she was just having a bad day, then it turned into a bad week, then a bad month. By then, nobody wanted to go near her for fear she would rip their head off.”

“That bad?”

Miriam pursed her lips, looking sideways. “Well, not that bad, but she is just plain mean to people around her.”

“And what does your team think about the way you have handled it?”

“Oh, they must think I am very frustrated with her,” Miriam explained. “They know I am just afraid to say anything, even though I am the manager.”

“I don’t think so.” I lowered my eyes to look directly at Miriam. “After a while, you begin to stand for what you tolerate.”

How to Sustain Accountability

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Phillip assembled his sales team. They promised to meet to look over their schedules for the following week. Two had substantial clutter on a spreadsheet looking paper. Others had something tucked away inside a folder, a corner peeking out, but nothing available for casual inspection.

“Phillip tells me, you all decided to make some changes with the way the sales team goes to market,” I started. “I am very interested to hear about your plans.”

There was shuffling of bodies around in chairs, everyone trying to get comfortable with this new accountability.

“I see some schedules for next week,” I continued. “Let’s get the cards out on the table.” Everyone looked to their left and then to their right, some schedules appeared, then more, then all. Some were full of chicken scratch, some were sparse.

I asked Phillip to explain, again, the purpose of the meeting, the purpose of the schedules, the purpose of this change of habit. We went around the circle, each explaining their schedule.

“Here is the secret to accountability,” I said. “And, if you don’t do this, the likelihood for success is slim.

“Many people think that accountability is noble and that nobility will sustain it. Others think that if they don’t take accountability seriously, they will feel guilty and the guilt will sustain accountability. Neither of those thoughts work.

“The only thing that sustains accountability is to gather those people around you who will not let you off the hook, who will hold you accountable for what you promise to each other. It is the team that will sustain you through those times when you want to quit, or when you feel lazy.

“So, look around the table, my friends. This is the team that will help you to the next level. You just have to give them permission to hold you accountable.” -Tom

When to Promote

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From the Ask Tom mailbag –

Question:
I have a technician in an S-I role, but he shows promise to be a supervisor. Shows promise, he’s not there yet. If I promote him, he will fail. Yet, he is clamoring to be promoted. If I promote him and he fails, he will likely quit OR I will have to fire him. What to do?

Response:
Your instincts are solid. I divide each stratum level of work into three parts (Lo-Med-Hi). For example, Lo-S-II would be an emerging supervisor, may not have earned the title of supervisor yet, but is still in the learning and testing phase.

Med S-II is someone with the competence to be effective in the supervisor role, certainly has the role title.

Hi-S-II is someone, extremely competent and a candidate for consideration at Lo-S-III (emerging manager).

So, Hi-S-I would be your best technician, could be called at “team lead.” If the S-II supervisor is out for the day, this guy is in charge. He will struggle in most areas as a supervisor, but given time (couple of years) he may grow and become more effective at Lo-S-II accountabilities.

Let’s take safety as a key result area (KRA), for example.
S-III designs a safety system.
S-II selects elements of the safety system to focus on each day, coached by S-III manager who designed the safety system.
Hi-S-I may deliver a 3-min safety talk to the team, on a topic selected and coached by the S-II supervisor from the S-III safety system. Hi-S-I would be the role model for the rest of the team to make sure they all go home with fingers and toes.

As time goes by, Lo-S-II projects are assigned to the Hi-S-I team member. This will give the Hi-S-I team member low-risk experience making S-II decisions and solving S-II problems. At some point, everyone will realize the Hi-S-I team member is effectively completing task assignments at S-II. That’s when the promotion happens, not a minute sooner. -Tom Foster