>> Home Page
  >> Sustained Success
  >> Columns / Articles
   
  >> Speeches
   
  >> Software CEO Roundtable
   
  >> Press Coverage
   
  >> Growth / Profit Trends
   
  >> President
   
  >> Growth Chokepoint Articles
 
How to Contact us
  Cape Horn Strategies, Inc.
2625 Hewlett Avenue
Merrick, NY 11566
Phone: (516) 377-4244
 
 
email: Cape Horn Strategies
     
  (Why a picture of a 16th century galleon and the name Cape Horn Strategies, Inc.?)  
     
Growth Chokepoints Articles
 

These are columns Brian Turchin wrote on the topic of Growth Chokepoints

  • Is "Opportunistic" Selling Choking Off Your Future Growth?

  • Are You, Inadvertently, The Reason Why Your Software Business Has Stopped Growing?

  • Choking On Your Own Success

Is Opportunistic” Selling Choking Off Your Future Growth?

Your business was humming along: sales were great, generating year-to-year double-digit growth; cash flow was positive; customers were happy and employees were content.

But, for some reason, you have hit the proverbial brick-wall: growth has slowed to a trickle, customers are restive, and company morale is suffering

Unfortunately, what worked for you before isn’t working now.

Welcome to the land of growth chokepoints--those aspects of your business that can put the skids on fast growth or stop you dead in your tracks.

The purpose of this new column is to help you navigate your way around, through, and over the landmines, tar-pots, quicksand and other growth chokepoint dangers that lurk ahead.

In today’s column, I focus on a subtle chokepoint I call, “Opportunistic” selling, which has significant consequences that afflict many CEOs.  

“Opportunitistic” selling is a sales strategy—sometimes not recognized as such--where each and every prospect represents an opportunity, no matter the consequences. If the prospect requires some major change to your software product, so be it. If the prospect requires a new product or service, so be it. In other words, “Any sale is a good sale.” After all, when you close a sale, it brings in cash.

Early on, especially if you are bootstrapping your business, this strategy might make sense.

But, if you want to grow your business beyond $3 million, $5 million or $10 million in revenue, this sales strategy needs to be retired.

Why? This belief creates a series of problems:

·      Since any prospect may be a good prospect, your lead generation isn’t focused and generates too much chafe and not enough wheat.

·      Since your leads are poor, not resulting in sales, your folks spend too much time chasing down leads that are a waste of time.

·      Since each customer may have new requirements, your software product can’t be stabilized and as such, you release software with too many bugs in it

·      Since you are trying to satisfy a wide array of customers, you can’t build mindshare in a particular business niche, so it is hard for prospects to distinguish your product from others

·      Since each customer requires new changes, too much time is spent on customizing each customer installation which limits how many customers you can handle at any one time.

All of these problems culminate in daily fire-fighting directing your focus away from growth. 

What to do?

It’s time to become a market-driven company. It’s time to make hard decisions about what markets you are in and which ones you are not in, and who are your good customers and who are not.

Here are four steps to help you on your way:

  1. Identify your best customers: which of your current customers love your product, provide great references, and make you a profit to boot?

  2. Interview them. Ask questions that allow you to discover why your product is a compelling one for them. For example, how do they use your product? What problems does it solve? What measurements demonstrate how your product is successful?

  3. From these interviews, identify the most compelling customer problem you are solving, who is your best customer that has this problem and in what markets.

  4. Now, laser-focus your company’s total energies on marketing and selling to these markets and customers.

As an example, recently I spoke to a software company CEO. He told me he was having trouble with his lead generation campaign. Our discussion made it clear that he hadn’t discovered yet who his real customer targets were.

To help, I asked who was his best customer and what problem was he solving for that customer? He identified a customer who struggled to handle 4,000 to 5,000 invoices a day. His software allowed his customer to reduce an accounting department’s headcount from eleven down to three and reduced the time to process an invoice from seven to ten days down to one. He now had a compelling story and could now focus his sales and marketing efforts on selling to similar customers. 

“Opportunistic” selling can be addictive since it brings in cash. But, like with any addiction, to become healthy again, you need to kick the habit. To do so, you must be able to say no--that is the wrong customer for us—while saying yes to those prospects that you have identified as being in your sweet spot. Doing so will allow you to return to growing your business successfully. 

(If you would like to evaluate your company against a list of growth chokepoints to see where you stand, e-mail me and I will send my Growth Chokepoint Checklist.)rategies.com 

Are You, Inadvertently, The Reason Why Your Software Business Has Stopped Growing?

Your management style has helped you succeed in the past. But, surprisingly, it may be the reason why you struggle to grow now. How so?

Let’s look at two aspects: decision-making and communication.

Has it been your style to make both big and small decisions yourself?

And has it been your style to speak to each executive one at a time about his particular functional area--without necessarily sharing what you have learned with your other executives?

If so, you have been managing in what is called a hub-and-spoke style and you, unintentionally, may have created executives who no longer can help you grow.

What do I mean?

As your staff size grows—your headcount may be as small as 25 employees and as large as 100 employees--you can no longer be the one who makes all the decisions. And you can no longer be the only one who has the full picture of what is happening in your business.  You simply don’t have the time to follow-up with each employee or get involved in every decision that needs to be made.

At this point, you need other executives who can shoulder the burden of making risky but sound business decisions and who can manage a larger staff with a wider scope of responsibility, such as managing multiple areas of your business.

The rub is, though, your style of management hasn’t prepared them for their new level of responsibility.

Since you made the decisions, you may have, inadvertently, groomed or attracted executives who prefer it this way. These executives are not risk-takers and will avoid making decisions, if they can.

And since you speak to your executives on a one-on-one basis, your executives haven’t had an opportunity to grow in their knowledge of how your business operates, outside of what they currently do.

So what can you do?

It’s time for some difficult changes.

First, change your communication style with your executives, expanding from just one-on-ones to team meetings. Hold executive team sessions to develop both a strategic and operational plan. Hold executive quarterly meetings to compare your performance to your operational plan. Hold monthly and weekly meetings to focus on the operations of your business.

Besides creating a shared understanding and executive team commitment, scheduling these meetings gives your executives a deeper and wider view of how your business works and how to make it successful. 

Second, to enable your executives to take on more responsibility, modify your own decision-making style. Provide your executives with the freedom to make their own decisions within their own area and within parameters you set. And, where decisions affect several executives, seek consensus, allowing them to understand more deeply how each area impacts another.

If you like to be fully in control, you will be uncomfortable giving away power and trust to someone else. But, as Dr. John Warnock, founder and chairman of Adobe said about being a CEO, “Your…objective…[is to]grow and get yourself fired…stop doing the job you’re doing and grow to the next level.”

And third, in what may be one of the hardest personnel challenges you will face, replace those executives who can’t step up to a more challenging leadership role.

By “replace” I don’t necessarily mean “fire.” As several CEOs have commented to me, find this executive another job in your business. After all, he has helped you to succeed and has skills, experience and knowledge that are valuable to you and your business.

And if you are not sure who might be a problem, talk to your executives. They usually see a glaring problem with one of their peers before you do and, in fact, are wondering why you haven’t replaced him sooner.

A hub-and-spoke management style, while effective for very small companies, can stifle growth in larger ones. It’s time for change--not only in your executive team but also in how you manage. Making these changes, difficult as they may be, lays down a management and leadership foundation that will put you back on the path to growth. 

www.capehornstra

 

Choking on Your Own Success

Success unleashes its own critical leadership challenges. Unless you deal with them, failure can follow. Here is how you can tame three such beasts.

(Apr. 24, 2006 On Sandhill.com)

Business success can be fleeting. One day, its champagne and caviar and the next its a Big Mac.

Why is that? Because success, by its very own nature, creates unforeseen and counter-intuitive leadership challenges.

It's like success pushes you through the proverbial looking-glass into a new world, where you discover, much to your surprise, that what worked before, no longer works now.

Here are three such leadership problems:

1. Leadership That May No Longer Lead
2. Executives Who May No Longer Execute
3. Resellers Who May No Longer Resell

Overcoming each requires a new way of thinking.

Leadership That May No Longer Lead
Here is a startling epiphany that happens to some CEOs. Staring in the mirror, with his razor poised to cut his stubble, he realizes that the person staring back at him is now precisely the reason his business has stalled. He has become the proverbial chokepoint in his own company's future success.

How so? At some point in growing a very successful software company, a CEO may realize that his organization is now too big for him to manage. Where before he was an excellent four-ball juggler, balancing a few initiatives, he is now trying to juggle eight balls, balancing a multitude of initiatives, and some, unfortunately, just fall with a dull thud on the floor and stay there.

(Some CEOs, of course, are facing this situation today, and just don't know it yet.)

Why does this happen? Different size software companies require different styles of leadership. In our shaver's case, his company has outgrown his leadership style.

For example, founders love to be in total control of their business. They hoard their decision-making like a miser hoards his gold. Yet, as the business grows in size, he will need to develop executives under him who can, within parameters he sets, have the authority to make their own decisions for their department or divisions.

But changing leadership style isn't true just for CEOs of small companies as the example may suggest. It applies to CEOs of larger companies as well. Not too long ago, as his company was nearing one billion in revenue, Bernard Liautaud, CEO of Business Objects, hired John Schwarz as CEO with the challenge of turning Business Objects into a multi-billion dollar enterprise.

Success brings with it a challenge for the CEO. Should he, can he and will he modify his leadership style to suit the needs of the larger company?

Executives Who May No Longer Execute
Not only does this leadership challenge apply to the CEO, it applies to his direct reports as well.

In what is an unexpected, jarring, and painful fact of business life, a CEO may have to replace exactly those executives who played a pivotal role in bringing his company to its current level of success.

Just as the CEO must change his leadership style, so must his executives. Even though some executives will thrive with a larger scope of authority and responsibility, others will wilt.

An example: a founder modifies his leadership style and instead of being a miser with his decisions, much more freely delegates real authority and decision-making downward to the executives who report to him.

But here's the rub. Some of those executives stayed with the founder precisely because they liked it when the founder made all of the risky decisions. In fact, that's the reason they continued to work for this founder for so long.

Giving this executive decision-making power is too threatening. When the time comes for this executive to make a risky decision, he procrastinates or lets his subordinates push him in one direction or another. The result: his group doesn't execute well and he misses by a substantial margin his annual targets. This is not the type of executive a founder can continue to have in this leadership position.

As a company grows, the CEO must be prepared to replace those executives who in the past helped his company succeed, but who no longer will be able to do so in the future.


Resellers Who May No Longer Resell
Continuing with leadership challenges, here is another one, but of a different type.

In order to continue with aggressive growth, a CEO may need to acquire some, most, or perhaps all of his resellers. How so?

Initially, a reseller--usually a sole proprietor running a family business--is hungry. He wants to build a successful business for himself. So he is aggressive, willing to invest his own capital and his own sweat to grow his business.

He succeeds. Year-after-year, he becomes a top-performer beating his sales commitments every year. And he builds a large base of satisfied customers.

But over time, as the reseller becomes more and more successful, he is no longer hungry. He becomes satiated since he has acquired all of his material comforts—and that is what mattered to him.

At this point in the reseller's life, he isn't interested in threatening the status quo. His attitude changes from being aggressive to being conservative.

And it shows. He is reluctant to sell new products. He isn't aggressively marketing and selling to new customers. Where he was a top-performer before, he now is an underachiever.

Your goals and his have diverged. And they won't converge in the future.

In this circumstance, where the software company CEO believes his reseller is underperforming significantly, it may be time to acquire the reseller.

Being successful in business is like reaching one snow-capped mountain summit only to discover another and then another. And as a software company CEO leads his company's ascent up to the next higher summit, he needs to be prepared: prepared to change his leadership style, prepared to remove executives who no longer perform and prepared to acquire his resellers.

tegies.com

 
COPYRIGHT CAPE HORN STRATEGIES, INC. @ 2005. ALL RIGHTS RESERVED
 
 
    Designed and Developed by ArtsandLogos.com