Energizing Your Work Force

Mary Kay Ash, the founder of Mary Kay Cosmetics once said, “Everyone has an invisible sign hanging from their neck saying, make me feel important. Never forget this message when working with people.”

Her quote applies to both customers and employees. Today, I want to apply it to your employees. Make sure every employee fully understands how important the accomplishment of his or her individual goals is to achieving overall company success. Publicly praise them when they accomplish a major milestone toward achieving those goals.

Do not assume every employee knows all they need to know about your products, services, company policies or even the basics of sales and customer service. Make the effort to ensure they are adequately trained on all critical aspects of your business. Simply teaching them to up sell by always asking the equivalent of the fast food industry’s standard question, “Do you want fries with that order?” will go a long way toward increasing average customer purchases.

Why is this important? Alan J. Zell, author and retail marketing expert says, “Every business needs more business. That is an accepted fact. The unaccepted fact is that most businesses don’t use all the opportunities available that will bring them additional business. When one looks for additional business, the primary goal should center around getting second sales. What are second sales and why are they important? Second sales are add-on sales, repeat sales and sale by referral. They are important because they are much less expensive to get than first sales.”

If you would like to see Mr. Zell’s advice in practice, try leaving a shoe store without being asked if you need extra laces, polish and a few extra pairs of socks to go with your new shoes. It cannot be done!

I talked earlier about the importance of networking. Here are two simple suggestions that will make your employees feel appreciated, and give you the opportunity to grow your business through their network contacts.

  • If there are too many networking opportunities for one person, have a key employee join a group or two. It will be a growth experience for them and it demonstrates your trust and appreciation.
  • I can still remember my excitement over 35 years ago when, having just graduated college, I brought my first business card home and presented it to my father. I do not know who was prouder, my dad or me. I also gave copies to everyone I knew, and probably strangers I passed on the street. However, what I attributed to pride, my employer probably chalked up to that cheap advertising I talked about in Chapter 3. Order business cards for all your permanent employees. They are sure to hand them out generously.

Let’s meet again on Wednesday. And remember, you have just one week to submit your entry for CFO America’s contest and a chance to win a $100 gift card. Please visit http://bit.ly/iImrPd for details.

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