When I was Vice President of Creative Services at Conseco, we were always out of literature for key products. In the insurance business literature is all you have to sell, so these outages would cripple our sales team. Our out of stock list was routinely close to 300 different items and climbing. While we had numerous meetings on the subject nothing ever changed.
So I stopped talking about procedures and policy and asked a simple question "If our goal was a back order level of 100 what would we do?"
Defining a specific target, instead of vague "get better" gave a focus to our discussions. Every day we knew exactly how far we were from our target.
As an added incentive, I offered to take the print team to any restaurant in town if we reduced our back orders to 100 by September. 1. The date gave us the sense of urgency we needed to keep this in the forefront of our discussions.
We kicked off every production meeting with a brief conversation about the back-order list and the ideas started flowing. We instituted a "red flag" for any project associated with back order items. Every team, editors, designers, writers and account executives agreed if a red tag landed on their desk it was their first priority.
Slowly the numbers started to improve; We posted the daily results on the way so we could see our progress in real time. On September 1, we went to lunch at Cafe Nora.
There are several important lessons for small business owners in this story:
#697 Your Message Matters
#696 Use Data to Drive Content
#695 You Can Not Be All Things to All People
#694 Change Your Sales Process with Four Little Words
#693 Don’t Drive Looking in the Rear View Mirror
#692 Ideas are Free
#691 Batteries Not Included
#690 Embrace the Chaos
#689 The Non -Fiction Brand
#688 Sales Questions
#687 Life Beyond Social Media
#686 Tools and Tips to Manage Digital Productivity
#685 It Takes More to Get High
#684 Sell More with Good Design
#683 Make Visitors Feel Welcome
#682 Ahead of the Pack
#681 Is a Franchise Right For You?
#680 Blogging Takes Time
#679 Every Entrepreneur Needs a Strategy
#678 Don’t Feed the Trolls
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