There are many models for building a successful business. One is to start by clarifying your picture of success. It is then to continually improve your strategy, sales and service. Although this approach sounds basic, many businesses fail to keep improving in these areas. So explore how you can make this happen.

1) You can focus on your strategy.

Great companies implement the right strategy with the right people in the right way. They have commercial ‘savvy’. Building on their strengths, they clarify the opportunities and set specific goals. They then pursue the strategy that will give them the greatest chance of success. They know what mountain they are climbing, why they are climbing it and when they will reach the summit. Most of all, they make sure they are climbing the ‘right mountain’.

Great companies are based on similarity of spirit and diversity of strengths. They know the kinds of people who will help them to achieve their goals. They are moral and explain the ‘deal’ to people. They say: “These are: a) The results we are aiming to achieve – the goals; b) The ‘rules’ for achieving the goals – the professional standards we want people to demonstrate; c) The rewards of achieving the goals.” People can then choose whether or not they want to opt into contributing towards achieving the picture of success.

Great companies ensure that everybody knows the story, strategy and road to success. Everybody needs to know the ‘what, why, how, who and when’. People can make clear contracts about their parts in implementing the strategy – plus get the required support. They then do superb work and find creative solutions to challenges. Great companies encourage, educate and enable their people to deliver ongoing success.

“Looking at the market, I believe our company is pursuing the right strategic direction,” said one manager. “But we have problems with our people and implementation. If everybody left tomorrow and reapplied to join the business, we would only re-recruit around 50% of the people. We also have problems when it comes to implementation. Too much time is spent chasing people to do jobs properly. Whilst we probably have the right strategy, we face a massive task in terms of delivering success.”

Looking at your own company, try tackling the exercise on this theme. This invites you to do two things. First, rate the extent to which you believe your company has the right strategy. Do this on a scale 0 – 10. (For the purpose of this exercise, just focus on the company having the right strategic direction, rather than having the right people implementing it in the right way.) Second, describe the specific things the company can do to maintain or improve the rating. Try completing the following exercise.

2) You can focus on your sales.

Sales are obviously the life-blood of the company, which is a lesson students learn in ‘Business 101’. Strangely, however, a serious sales process is sometimes neglected in companies. When a proposal for a pitch comes in, for example, some companies approach it half-heartedly. Good sales companies focus on the following themes.

* Strengths and specific offering.

They know their own strengths and create an offering that will help specific types of customers to succeed.

* Selectivity and specific customers.

They know their ‘perfect customers’ and are selective when going for sales. They go for specific types of business with specific customers. They do not pitch for every piece of work. They know their customers inside out and how to help them to succeed.

* Seriousness when going for sales.

They are ’serious’ when going for these sales. They put enormous efforts behind aiming: a) To connect with the client; b) To establish clarity about the real results the client wants to achieve; c) To put together the right team to lead, organise and make the pitch; d) To rehearse properly; e) To make superb presentations to the client. They build a super team that connects with the client, establishes clarity and does all the necessary work before and beyond the pitch.

Such companies have a dedicated person who ensures the whole pitch is managed properly. (Though this may be a different person for each sale). This co-ordinator puts the right people on the pitch – which is crucial - and organises the schedule. They ensure that people deliver their parts on time and produce good quality materials throughout the process, rather than tardy ‘ideas in progress’. The co-ordinator schedules time for proper rehearsals, rather than people simply meeting to discuss a ‘run through’. Such companies are serious about the sales process.

Looking at your own company, try tackling the exercise on this theme. This invites you to do two things. First, rate the extent to which you believe your company has the right sales process and the right people involved. Do this on a scale 0 – 10. Second, describe the specific things the company can do to maintain or improve the rating. Try completing the following exercise.

3) You can focus on your service.

Sales may be the life-blood of a business, but service keeps the blood flowing. There is little point in spending enormous time winning a pitch if poor service then loses the customer. Great customer service plays a key part in retaining and winning new business.

“Our role is simple,” explained the MD of one company. “It is to help our customers to succeed. Of course, we also need to make a profit for our business. So we aim to go for a ‘win-win’: a win for the customer and a win for our company. This is what great service givers do in any service business.”

Companies that have a service ethic start by clarifying the picture of success. For example, one company encouraged every team to clarify the actual words they wanted to hear customers saying about their service. Here is the exercise they asked people to display around the walls of their office.

Great companies do several things to maintain this service ethic. First, they have leaders who model great service in the way they care for the customers and care for their employees. Second, they employ superb account directors. These directors ‘live with’ the clients, keep clarifying their goals and help them to achieve success. Third, they employ people who embody the service ethic. These people do whatever is required to get ‘win-wins’ for the customer and the company.

Looking at your own company, try tackling the exercise on this theme. This invites you to do two things. First, rate the extent to which you believe it provides the right service. Do this on a scale 0 – 10. Second, describe the specific things the company can do to maintain or improve the rating. Try completing the following exercise.

There are many models for building a business. One approach is to continue improving your strategy, sales and service. This can help to achieve ongoing success.

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