This week, I responded to an e-mail from a Bizmanualz reader who asked the simple question: How do we get to best practices faster? They wanted to know how best to use our products and services to address feedback from their sales department — that their processes are too long and, therefore, hamper sales. Bizmanualz will engage to whatever extent suits a customer’s need and budget. There are three options to choose from:

1. Buy whatever of our published products that you think you need or that we might recommend;
2. Start with our introductory process optimization services (outlined below); or
3. Buy the CEO series and contact me to buy two days of training to help you get started on your own.

Get coaching and personal service with our process review (option #2). Current pricing is shown in our shopping cart. Contact me for this service:

Review your current process. What are you doing now, and what do you want to improve? Here, we clarify your current work process so that we can measure improvement.

Compare your current process to Bizmanualz best-practice processes. No need to re-create processes when we already have them. We will update your processes to our best practices, saving you the trouble and expense of doing it yourself. Streamlined process maps are simple to understand and easy to implement.

Define the goals of your improvement and provide a roadmap for implementing change. Some example improvement goals:

1. Simplify the process so that they will be used by employees;
2. Increase the number of sales leads from the level identified in the current state; and/or
3. Increase the number of leads converting to sales or other desirable actions, such as signing up for a newsletter, obtaining a sample product, or requesting contact.

When you employ Bizmanualz to lead your improvement project, we customize a process for you from our extensive library of best-practice processes. Best practices are included. This saves you time and money on research and development. Our approach is to identify incremental improvements that involve and can be sustained by your current staff. Improvements are realistic, achievable, and sustainable so they’re achieved consistently and benefits add up fast.

Process Implementation Phase

I’ve described the process review engagement where the scope and pace of improvement is set.  Implementing the improvements is the next phase.

In the follow-on process implementation phase, Bizmanualz processes are delivered in all the formats — with the checklists and forms — that your people will use to follow through and practice the improvement. For the do-it-yourself-er, most of the process map formats and examples discussed here are described in a recent Bizmanualz article and commentary series, starting with “What is a Process Map?“.

A Bizmanualz quality consultant, with supporting quality engineers, writers, and communications professionals, will customize maps, job aids, and other tools for your project.  Read about the types of process maps and other tools we deliver on our site. The do-it-yourself-er can also read about project management tools and use them to manage their own project.

Anyone can comb through our manuals-product web site and select individual policies, procedures, and forms manuals or they can choose collections such as the CEO Company Policies and Procedures set.  Most CEO Series customers will benefit from a day or two of training and review, where we’ll introduce your employees to the books and tools in the CEO series and show them how to get started.

Contact me, Dan Davison, for more information about training to use the CEO series product.  Do you have comments? How can we help? Please write to me directly, or leave your comments below.

Thank you.

You’re invited to join the Group on LinkedIn. Joining will allow you to find and contact other Bizmanualz Policies Procedures members on LinkedIn. The goals of this group are to help members:

• Reach other members of the Bizmanualz Policies Procedures Group;
• Start or participate in discussions on policies, processes, and procedures (for instance, you could ask members, “What’s your company’s policy on…?”);
• Accelerate careers/business through referrals from Bizmanualz Policies Procedures Group members; and
• Know more than a name – view rich professional profiles from fellow Bizmanualz Policies Procedures Group members.

Here’s the link to join: http://www.linkedin.com/e/gis/86367/4EC1947970BF

Hope to see you in the group soon.

— The Bizmanualz Policies Procedures Group Leader

You have decided you need policies and procedures, but which business policies and procedures do you need?  Assess the business impact of each of your core business processes to generating revenue or introducing risk and then rank the results.  Core business processes that greatly impact your revenue or risk are where you want to start.

The Bizmanualz CEO Company Policies Procedures Manuals are designed with your core business processes in mind.  The nine business procedures manuals in the series provide your entire company with examples of the primary procedures used in writing your company procedure manuals.  How do the nine procedure manuals address the core business processes?

1. Customer Strategy & Relationships (Marketing) is a good place to start.  Most businesses talk about the customer being the most important part of any business.  Well, if your customer is so critical, have you mapped out a clear customer strategy and customer relationship process?  Do you have customer strategy procedures for developing awareness and education of your business in the marketplace?  The Bizmanualz Sales and Marketing Policies and Procedures Manual provides sample policies and procedures to help you set marketing strategy, marketing tactics, and marketing planning to cover the first part of your marketing sales funnel — awareness and education.

2. Employee Development & Satisfaction is essential to your business because your employees are the ones that talk to and develop your customers.  The Bizmanualz Human Resources Procedures Manual provides example procedures for hiring, administration (e.g., personnel records, compliance), compensation, and — the most important part – developing your employees.

The HR manual also includes a sample Employee Handbook and an HR Manager’s manual to provide a complete discussion of human resources.  Keeping employees and facilities safe is the focus of the Bizmanualz Security Procedures Manual, which includes coverage of guard force management, employee conduct, emergency operations, protection, and safety.

3. Quality, Process Improvement & Change Management is driven by competition, your desire to excel at what you do and make your customers happy.  The Bizmanualz ISO 9001 QMS Procedures Manual provides a sample quality manual, the six quality procedures required by ISO 9001, and additional supporting procedures to provide a foundation for your process improvement and change management initiatives.

4. Financial Analysis, Reporting, & Capital Management is critical to fast growth companies.  Cash is the lifeblood of your company and a fast growth company consumes cash quickly.  The Bizmanualz Financial Procedures Manual has example procedures for financial administration, raising capital, managing capital, financial statement reporting, and the internal controls necessary in a fast growth company.  A controllers manual is included to provide the direction and organization for controlling your company cash.

5. Management Responsibility addresses all of your core business processes and is integral to every area of your company.  Every manual in the “CEO Company Policies Procedures Manuals” covers the management of that departmental area.  Each manual provides a departmental (functional) manager’s manual that describes the departmental organization structure, major responsibilities, departmental guidelines, ethics, policies, and - of course - the primary business processes for that department.  The Bizmanualz Business Procedures Manual provides a simple, fast, and easy way to provide immediate oversight for all of your operations.

6. Customer Acquisition (Sales) is about engaging the customer and closing the sale.  The Bizmanualz Sales and Marketing Procedure Manual contains procedures for the entire sales funnel, sales process, sales administration and sales management common to organizations that have to oversee a sales force.  The Bizmanualz Accounting Procedures Manual contains procedures for controlling cash and the revenue cycle, which is a parallel and supporting activity to the sales process.

7. Product Development must obtain requirements from sales and develop products that satisfy the customer.  Therefore, product development procedures are found in both the Bizmanualz Sales and Marketing Procedure Manual and the Bizmanualz ISO 9001 QMS Procedures Manual, which contains procedures for customer requirements, as well as the design and development of new products.

8. Product/Service Delivery The Bizmanualz Accounting Procedures Manual contains procedures for shipping, receiving, and inventory control.  But since delivery is part of ISO and quality, the Bizmanualz ISO 9001 QMS Procedures Manual also provides coverage of this critical customer facing area.

9. Accounting Management is about accounting transaction management, as opposed to finance which is focused more on raising, managing, and using cash effectively.  The Bizmanualz Accounting Procedures Manual focus is on controlling operating cash receipts, cash disbursements, inventory and assets, the revenue cycle, and general accounting administration.

10. Technology Management is about all of the technology in your company.  The Bizmanualz Computer, Network and IT Procedures Manual contains procedures for IT administration, IT asset management, IT training, technical support, IT security, IT disaster recovery, and software development.  More in-depth continuity planning coverage is provided with the Bizmanualz Disaster Recovery Procedures Manual.

Business Process Policies Procedures

The Bizmanualz CEO Company Policies Procedures Manuals collection is the best overall deal — you save 45% when you buy the set, compared with purchasing all nine manuals individually.  The series covers all of the core business processes in one simple bundle.  It includes manuals for:

• Financial Policies and Procedures
• Accounting Policies and Procedures
• Computer & IT Policies and Procedures
• Human Resources Policies and Procedures
• Sales & Marketing Policies and Procedures
• ISO 9001 Quality Policies and Procedures
• Security & Disaster Policies and Procedures
• Business Policies and Procedures Sampler

Every critical area of your company is now covered with the Bizmanualz CEO Company Policies Procedures Manuals set.  Coverage is now easily at hand for Accounting, Administration, Customer Service, Disaster Management, Engineering, Environmental Management, Finance & Credit, Information Technology, Manufacturing, Personnel, Sales & Marketing, Security Operations, Shipping, Purchasing, Inventory, and ISO 9001 conformance.

Recently, the Bizmanualz sales team used a “swim lane” map to agree on the use and timing of its new sales tools.  Before that, though, we collected all of our sales presentations, product descriptions, proposals, and contracts and used them to update our sales implementation binder.  We not only created this physical “home” for the information but we duplicated it on our network.  This binder was designed to help us standardize how we talk about our services.

Even with the sales tools collected and standardized in this way, we were getting more variance than we were willing to accept in terms of the length of the sales process, final configuration of the service, and the customer’s expectations.

Looking for root causes, we determined that the sales tools we had created were being deployed at different stages in the sales process by different people.  Though we had information on when was the best time to use each tool — for example, we knew it was counterproductive to send a written proposal before confirming a shared understanding with the prospective customer, and we’d developed one-page illustrations and short slide decks to help with that – the issue of correct timing had not been adequately communicated to everyone.

Bizmanualz’ sales team worked together on this swim lane map to arrive at a consensus on when to deploy proposals and other sales tools (click graphic to enlarge).

Timing is Everything

We had not clarified when to use each tool, so in practice our sales process had not been fully implemented.  Getting the sales team in on creation of a swim lane map helped us hash out the best timing and implementation of each tool. We agreed that implementation would be based on customer behaviors that we could observe and document.

 

Our swim lane map shows us establishing a shared understanding with the customer using a visual presentation, and also gaining acceptance to configuration and price. Only then do we propose terms and conditions.  Has a shared understanding been established? What have we observed that confirms our perception? Have we received a written correspondence? Yes: issue proposal.

By mapping it out, we could visualize the implications of using the wrong tool at the wrong time. We could see that offering a formal proposal too early could throw us into a loop of confusion, delays, and revisions. By confirming expectations one step at a time, we could literally see on the map that we would be driving up customer satisfaction, one of the key metrics we use to run the company.

I got a piece of spam today from “The Warrior Sales Academy”.  Two things immediately popped into my head.  One, they’re trivializing the unpleasant but sometimes necessary things soldiers do.  (You want to be a “warrior”?  Really?)

Two, we’re not in the Dark Ages.  Conciliation is preferable to confrontation.  Collaboration trumps the “pillage and plunder” mindset.  Selling is first and foremost about establishing - then building - healthy relationships.   What value do you give them in return for the money they give you?  Are you offering greater value than your competitors?  Are you always looking to improve?

Look at the quality management system process model, as depicted in ISO 9001:2008 (figure 1).  See where the customer is?

Here, the customer is the alpha and omega of the quality management system.  Organizations that implement quality management systems ensure customer satisfaction — they meet the customer’s requirements, and then some.

Contrast the ISO process model with the warrior process model (Figure 2):

Do you really expect to get - and keep - customers when you go after them like barbarians on Rome?  Look at what clause 1.1(b) of ISO 9001 says:

“This (standard) specifies requirements for a quality management system where an organization…aims to enhance customer satisfaction through the effective application of the system, including processes for continual improvement of the system and the assurance of conformity to customer and applicable statutory and regulatory requirements.”

Seems pretty simple but as the saying goes, “If it was that simple, everyone would be doing it.”

So, what are you?  A warrior, or a builder?  If you’re not having any luck as a warrior, it’s probably time to take the ISO 9001 approach.

Seen hanging on an office wall:

Rule 1: Customer is always right.
Rule 2: If you think the customer is wrong, refer to rule 1.

In essence, this is not that different from what McDonald’s founder Ray Kroc said - “if you work just for money, you’ll never make it, but if you love what you’re doing and you always put the customer first, success will be yours.”

Some might argue that not all customers have high integrity and they will take advantage of your customer-centric attitudes. That may be true in rare instances, but if you have a product that the customer needs or wants, and if you have a business culture that focuses on maximizing customer satisfaction, the benefits far surpass the any small disadvantages.

I moved into a new house this past weekend. To help me move, I chose a local mover who was referred by one of my wife’s colleague. The mover came over to my previous dwelling, looked at what we had and gave us an estimate - a very competitive estimate. It seemed like he said “we’ll make you happy” after every sentence.

He meant every letter of what he said. He and his crew indeed made us very happy. They took very good care of our stuff, placed the furniture exactly where they belonged and stacked the boxes such that the lighter ones were always on top. They were thoroughly professional, yet took the time to share some jokes and stories with us.

I am sure lots of movers do the same things my mover did. That’s not the point. From the day we first talked about moving, my mover made it clear, not by his words but by his actions that we were all that mattered to him that day. It’s no surprise then, that he was very enthusiastically referred to us by my wife’s colleague. And, when I have to refer a mover to someone, I have a name clearly etched on my mind. As the advertising mastermind Bill Bernbach put it, “word of mouth is the best medium of all.”

Taking care of your customer, listening to them and acting on their best interest pays off. After all, the primary goal of any business is to provide goods or services to its customers. So why not treat such an important component with utmost priority?

PR: wait… I: wait… L: wait… LD: wait… I: wait… wait… Rank: wait… Traffic: wait… Price: wait… C: wait…

An interesting change took place at Microsoft Live Search over the weekend. It turned into Bing! After MSN Search and Live comes what Microsoft calls a “decision engine.” With a new name, a new look, and some new thinking, the software giant is clearly trying to play catch-up with Google.

At a first glance, Bing looks pretty nice. The start page has a clean and welcoming interface, although Live Search had a similar look and feel as well. Search types (images, videos, news etc.) are on the left side as opposed to the conventional top. With the addition of Shopping and Travel options, Bing is apparently hoping to score more relevancy points with its users.

Once you enter a search term or phrase, the result page is pretty clean and inviting too. Once again, the left side is reserved for related search and search history. The links for search types, however, now move to the top.

I like the search history because it leaves a trial so I can trace when I am shooting search phrases like crazy.  Enter a term like “digital cameras” and the refinement options (yes, on the left side) are pretty nice too.

As a user, I am thrilled that there are no ads cluttering my result pages. But, as an AdCenter advertiser, I am not very pleased that my ads are not showing for my target keywords. I would think that this is temporary and ads will soon start showing up.

No matter how appealing the interface, ultimately, it’s the results that matter. For years, MSN Search and, later, Live, have been plagued by lack of relevant search results. It remains to be seen how Bing serves up search results. Early indications, based on my own sample phrases, were mixed. In some aspects, the results seem to give me what I was looking for, while at other times, they were not much different than a Live search result.

Google commands almost 65% of the search market share. At only 8%, Microsoft has a lot of catching up to do. With their muscle power, they have the capability to make big strides, but if history provides any lesson, it will not be easy. Already I am hearing comments about the Bing homepage not being friendly to color blind people, and the image search being slow. But these could be launch related hiccups.

So Microsoft cannot say “bingo!” yet. In their announcement, Microsoft says that it started over. This demonstrates a desire to seriously compete in the search marketplace (as if we didn’t know that). As for me, I am very happy with Google for now. But it doesn”t mean that I can’t use another search engine if the results are to my liking. After all, competition is the key to innovation and if two giants are competing something good might come out.

“AdWord’s real-time targeting and reporting provide advertisers with the most nimble and efficient way to reach customers during these tight times,” according to Google. In a recent announcement on its AdWords site, Google lists six tactics that will help advertisers be more relevant to their customers.

Relevancy is always important no matter how good or bad the times are. As more and more people get into online advertising (and Google is by far the most dominant player), the bids have gone up and, at times, ROIs have trended downwards. So advertisers have to be smarter to get the maximum bang for their bucks.

Here are the six tactical tips from Google:

1. Focus your adds on low prices and savings.
   In tough economic times the consumers focus on prices, deals and savings. So, if you have saving events or promotions going on, by all means, talk about them in your ad text.
2. Use value-related keywords.
   Deal-conscious customers are looking for discounts and bargains. Adding discount-related words like coupon, discount or saving can boost your ads’ performance.
3. Make sure your ad groups are targeted and relevant.
   Incorporating the ad group’s keywords in the ad text and headlines tend to make the ads perform better. Look for such opportunities in your campaigns.
4. Don’t waste money on irrelevant clicks.
   Wrong keywords not only attract people not interested in your products, they also drain your ad budget. Using negative keywords can help filter out unrelated traffic.
5. Make it easy for customers to buy.
   Choose your landing pages wisely. Send visitors directly to the product or the promotion page.
6. Focus your money on your high-performers.
   Work on what is working. Tools like Google Conversion Tracking help you better understand which ads or keywords are actually producing the desired results for you.

At the end of the day, online advertising is a dynamic field. Things are constantly in flux. As an advertiser, you have to be mindful of these changes, whether they be competitive pressures, consumer preferences or other internal or external factors. And make changes where required.

In the office—and on this blog—we throw around the term “effective communication” a lot. In a previous post, I talked about how your entire chain of dealing with suppliers, employees, and customers should be centered on effective communication—that is, clearly explaining your products and requirements and listening and understanding others.

Do we effectively communicate with our website?

You may think you do a good job of the latter. You have a method for collecting customer requirements and feedback. You have open channels of communication with your employees and suppliers.

But what about the former? How clearly do you explain your own products and services?

We’re working on a new website that will more explicitly state the services we provide to other companies. It’s a big part of our product offering, but until recently, it’s been a small part of our website. In formatting the homepage, navigation, and other design aspects, we’re constantly asking ourselves “What would make the most sense to the customer?” It doesn’t matter what you think about your products or services. What are they looking for?

This can be very difficult to use the right words when you’re selling customized services. But when you make sure the focus is on the customer—or flat out ask the customer for their opinion—it makes things easier.

When was the last time you asked your customer whether your communication is clear to them? Have you changed text or visuals based on customer feedback?

Times are tough, the economy is struggling, and your customers just aren’t buying.  So what do you do?

Let’s take a hard look at your sales and marketing processes to find the top ten ways you can close more sales:

1. Increase Your Customer’s Life-Time Value (LTV).
   How profitable your customers are over time defines your LTV and is a key component of your strategic growth.  Companies spend ten times more to acquire a new customer than to keep an existing one.  Your current customers already know you, which means they are more likely to purchase from you again, spend more money with you, and therefore are likely to be more profitable.  If you don’t know your LTV, then how do you know how much money to spend and on which customer segment?
2. Improve Your Demand Forecasting.
   Every customer buys on a cycle. So this means you should track cycle times and variance to increase the accuracy of your forecasting and the loyalty of your customers.  If you don’t know when your customers need to reorder, then you may just lose them when the time comes for them to reorder.
3. Increase Your Sales Cycle Efficiency.
   There is an old sales adage that time kills deals.  The speed at which each prospect converts into a customer and the number of prospects required for conversion determines your sales cycle efficiency.  So ask yourself - are you taking the right steps to measure and reduce lost sales?
4. Improve Your Follow-up.
   Only about two percent (2%) of sales occur on the first contact.  Eighty percent (80%) of your sales will require five to eight contacts or touches of some type before you close the sale.  In other words, if you are contacting the prospect less than five times or more than eight times, then you could have a problem with follow-up in your sales process.
5. Increase Your Company’s Awareness.
   To keep the sales pipeline full of good quality leads you must continuously increase the awareness of your company and the solutions that it provides. Public relations is more efficient at building awareness than advertising, yet many companies spend wildly on advertising and trade shows while neglecting to fund public relations efforts. Increase your name recognition, not your budget.  Use more cost effective public relations.
6. Improve Your Lead Quality.
   Do you have methods in place to measure the conversion potential of each lead?  Lead qualification activities should pre-qualify every lead to ensure you take the right follow-up actions for the marketing offer. Strong leads produce strong sales.
7. Develop Your Lead Generation Process.
   Lead generation is a process, not an event.  So you need to ensure that you have a regular stream of article publishing (blog) activities occurring.  In today’s web 2.0 connected world, you should be using social media sites like Twitter, Facebook, or LinkedIn to increase your exposure and connect to your community.
8. Reduce Your Sales Discounting.
   Discounts represent deficiencies in your sales & marketing processes, which means you should be careful how often you discount. Instead, look for the root cause of your sales or marketing deficiency and you will reduce the need to discount. Customers believe opportunity costs outweigh operating costs. If you show your customers your value (more marketing), they won’t focus so much on price.
9. Train Your Sales and Marketing Personnel.
   Provide your sales and marketing people with more regular formal training.  Arming them with better product knowledge, as well as presentation, negotiation and selling skills, will improve their effectiveness and boost both employee morale and your bottom line - a win-win for everybody.
10. Understand the Problem You are Solving.
    Know what problem you are solving (as the customer sees it) to create an accurate value proposition.  Don’t pretend to understand the customer… ask them.  Obtain the voice of the customer through interviews, focus groups, and real two-way communication.  Ask probing questions to ensure that you have an accurate definition of your product.  Remember, a product encompasses everything that customers experience, including all the people the customer comes in contact with to make up the experience itself.