Chris Ruisi The Coach - Monday Morning Wake-Up Call
Chris Ruisi The Coach

Does Your Team Give You a Competitive Advantage?

 

Every business has a team. The question for the business owner or leader is whether or not they are functioning as a "competitive advantage" or just "doing the work"? In today's challenging marketplace, it is critical that business owners look for and use every competitive advantage they can. In many cases, the "team" does not get the attention it deserves. You disagree? Well, just think about all of the less than satisfactory customer service experiences you've had in either a B-to-C or B-to-B situation. I'm sure you would agree that bad service does not give a business a "competitive advantage"!

 

A basic fact of business is that in 99.9% of the cases, your team is your primary point of contact with your customers. If your team performs badly, your customers vote with their feet and go elsewhere. Eventually, if this continues, you will lose your business. Conversely, if your team performs well, your customers buy more often and refer others to you. The result: your business grows and prospers. In this instance, your team is giving you a competitive advantage.

 

Wanting your team to give you a "competitive advantage" will not take place by accident or by the flip of a switch. It's a process that takes some time and needs to be organized around a plan. Here's a 10-point checklist to get you started on building the winning team that gives your business a significant competitive advantage:

  1. Make sure that there is a common, specific and measurable goal(s) that everyone is working towards. This goal should be directly related to, and supportive of, your vision for your business.
  2. Every one of your team members should understand their individual role and the roles of others in their department/company; no one should ever say, "I really don't know what they do."
  3. You should communicate the "rules of the game" in the clearest way possible (so everyone understands them) and how these rules relate to the way you want your business to operate. The rules should set boundaries - like on a typical field of play - where boundaries are needed. The boundaries should allow enough flexibility for your team to make decisions on their own; decisions that will help your business.
  4. Everyone on the team knows what they are supposed to do; how they are supposed to do it; when they do it; "why" they do it; and "how" it fits in. When a team knows this information, they have a clear purpose and that in turn helps them to stay motivated and engaged in the "task at hand".
  5. From the boundaries you set, you encourage "risk taking". Nobody likes mistakes, but you can use mistakes as an excellent learning tool. You want your team to know where you stand on this issue. No organization will move forward without taking prudent risks.
  6. You encourage 100% involvement in the work to be done and you communicate consistently to your team to keep them informed and included in all company matters. When this happens, your team is "in the know" and this also helps them to stay engaged and focused.
  7. You are committed to providing your team with every appropriate opportunity to maintain their skills and learn new ones to help them - and the organization - continue to meet the needs of your customers and grow.
  8. You make it consistently clear that their primary focus should be on offering your customers "quality" and a hassle free transaction regardless of the product or service you offer.
  9. You also make it consistently clear that that you want them to give their best in a consistent and deliberate way and, when needed, demonstrate a sense of urgency when solving customer problems.
  10. You never let them "look back". As the leader you drive their focus on the present and where you want to take your organization as reflected in your vision.

There you have it: a 10-point checklist to guide you in creating one of the best competitive advantages your business will ever have - your team! If you just have a typical "boss-employee" relationship, your salary and benefit dollars are doing nothing for you or your customers. Conversely, if you operating under a "leader-team" relationship, your salary and benefit dollars are working for you and returning to you and your business positive financial gains. Your choice is to keep getting "nothing" or build a sustainable and financially successful enterprise. 

 

Do you need any help with this decision?

 


"Any team can be a "good" team, but is that enough?
It becomes a great team when the leader creates the structure and climate that turns them into a competitive advantage.
Creating and acting upon advantages is the job of a true leader.
 

- Chris Ruisi, "The Coach" 

  

  


 

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