The Best Person for the Job
Earlier this week was National Signing Day for College athletes in the United States. It really doesn't matter whether you're a sports fan or not to take a step back and learn a thing or two from this huge national event.
A lot of gut-wrenching decisions are made on this particular day. Teenagers that have only passed puberty a few short years ago sign on the line, and in many cases are making the hopes and plans of multi-millionaire contracts in the ever so close future. At least this is a lot of what they're being "sold" when it comes to which University to pick.
Of course I'm generally talking here about the top end talent and the highly sought after recruits of any given year's class of graduates (or those opting to quit college early to begin their quest for millions.) However, regardless of the level of talent or the college that gets picked, it's all about the best recruits that a particular program can get for their teams.
There's obviously a lot of different components that go into the job of recruiting athletes, but one of the biggest components comes down to apersonal visit to the family from the head coach of a team. Why the head coach? He or she is the best person for this job. They understand what the parents are looking for (benefits) and they are best positioned to speak to these benefits and how their child will benefit from choosing them (emotion).
Believe it or not, this is not so different from what our front line team members do every single day in our customer's homes. Our front line team member is the best person for the job. They are the expert in the home, have the technical knowledge of the product and system, and are in the best place to explain the benefits of choosing one of our options as a solution for this customer.
Realize that the head coaches working hard to recruit the best talent (by selling them on benefits) don't spend a lot of time on the technical aspects of college. You can get a good education at most of the top colleges in this country. So, that's not a differentiator. The degree is the degree. The benefit is the process of obtaining the degree, the amount of professional scouts this recruit will be in front of, how many national championships they could win, etc. (Think about how this shows up in our industry.)
Let's bring this to our game at a higher level for our front line. I'm hoping this analogy today will help some of you see the importance of focusing on customer benefits and emotion far more than the technical things that your products do. As many companies that I coach onsite and all the ride alongs I do with front line people, I consistently see this as some of the lowest hanging fruit we need to pick in order to increase our average tickets.
You are the best person for the coaching job in your organization. Help your front line realize they are the best person for the job when it comes to assisting our customers with making well educated buying decisions.
Dedicated to your success,
Check out this week's video version below, just click the picture!