These are columns Brian Turchin wrote on the
topic of Growth Chokepoints
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Is "Opportunistic" Selling
Choking Off Your Future Growth?
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Are You, Inadvertently, The Reason Why
Your Software Business Has Stopped Growing?
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Choking On Your Own Success
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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:
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Identify your best customers: which of your
current customers love your product, provide great
references, and make you a profit to boot?
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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?
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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.
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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 |
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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.
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 |
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