10 Ways to Differentiate Your Business

Why would a customer want to purchase your good or service over that of a competitor? How do you set yourself apart from the competition?

Businesses everywhere are trying to figure out how to differentiate themselves from their competitors. 

This is sometimes called your Unique Value Proposition (UVP). But for our purposes in this discussion I will use the term Differentiation.

Product or service differentiation is a marketing process that showcases the differences between offerings by various businesses. 

Differentiation is making a product or service more attractive by contrasting their unique qualities with the competition.

This is done all of the time by some of the most successful businesses in the world. They have made their name by articulating their unique capabilities, and delivering on them. 

Perhaps in your industry, when others are scaling back their products/services you might see a benefit in expanding yours. 

There are plenty of examples of successful companies and how they differentiated their offering to stand out from the crowd. After all, you want to lure prospective customers in your door and away from competitors. 

As I’ve said before, you want your unfair share of the market.

Another reason for differentiating yourself is to help you avoid competing on price alone. 

Think of your differentiation as your secret ingredient. It's something that's unique to your business. And it offers a definitive, tangible benefit to your customer.

Some differentiators are easy to figure out, while others are harder to come by. Ultimately, the question becomes – Why me?

Let’s take a look at some ideas for helping you answer that question.

1. Know the problem you’re solving. You are really in business selling your product or service because you are solving a problem for your customers. 

Make sure that the problem you’re trying to solve is real. Make sure you understand exactly what that problem is. 

List the main issues your potential customers have and create a differentiator to address them.

2. Know your ideal buyer persona. Having a great offering is a good thing. But if you’re not marketing it to the people that need your product you’re wasting marketing dollars. You want to market to the right people with the right message at the right time.

3. Take a look at your competition. What do they offer that you don’t? Is that offering significant? What do you offer that they don’t? Is their location and advantage for them, or is yours? What is bringing customers to them?

4. Define your unique value proposition. Maybe you're the only dentist with a kid’s play area on the premises. Or maybe you’re a business consultant has experience working with and for Fortune 100 companies. 

What is it that you do that others cannot do, or cannot do as well as you? These are examples of differentiators that might set you apart.

5. Your differentiator(s) may change. Another competitor may match one of your differentiators, or may exceed your capability. You may develop a new one. Don't be afraid to change the message as your business evolves. 

Your customers evolve, you need to be agile as well.

6. Offer a guarantee. Offer something to address common customer frustrations. For example, guarantee that your service delivery technician will show up within 15 minutes of the scheduled time or provide the first hour of work free. 

What you’re trying to do is build trust with your customers and give them a no-risk opportunity to do business with you.

7. Be specific. Be as clear as you can on what it is that you offer that others don’t. Put it out there in big, bold colors and use it as a differentiator.

8. Never make a claim you can't deliver on.  Be sure you can deliver what you promise or your differentiator(s) will be useless. Then, your reputation will suffer, as will your business.

9. Make sure your employees know and deliver on your differentiator(s). It does no good to advertise a unique good or service if your employees can’t follow through for you. Make sure they understand your differentiator(s) and deliver on them consistently.

10. Build great customer relationships. Every step in the buyer/seller process is a chance to build and strengthen a great customer relationship. Work on it all the time and make sure your employees do the same. 

Remember, buyers and sellers with the best relationships will do the most business together.

So, then what? Once you've established your differentiator(s), reduce it into a few words and then communicate it at every touch point. This is your elevator pitch! 

Use it in your ads, letterhead, marketing collateral, your website, signage, sales calls, and beyond. Your differentiators should roll right off of your tongue.

Think of it this way: what makes you choose one grocery store, dentist or moving company over another? Chances are it's their success in defining their differentiator and getting that message to the right marketplace. That’s what you want to do, too.

This should be a good start to get you thinking about how to make your company stand out from the competition. Above all, when defining your differentiators, be brutally honest in your evaluation. I guarantee that your customers will – either directly to you or by taking their business elsewhere.

For more information about creating your Unique Value Proposition, or to see how The Cobalt Group can help you with any other business or leadership challenges you are facing, Contact us.

We want to hear what you think. Leave a comment and let’s start a discussion.

Copyright © 2019 The Cobalt Group LLC. All rights reserved.

5 Benefits of Clearly Defined Coaching Goals

If you don’t know where you’re going, how are you going to know when you get there?

In the coaching side of my practice I sometimes run across clients that have been previously told to ‘improve their performance’, but not what part(s) of their performance actually need improvement. When coaching a client/employee it is important for both the coach and the client/employee to have specific goals and timelines.

Goals have to be established in order to give direction and purpose to the coaching session whether it is a client or an employee. Ambiguous goals are usually never achieved and may cause frustration, at a minimum.

Defining Specific, Measurable, Attainable, Realistic, and Time  driven (SMART) goals will plot a marker in the horizon. It’ll act as your beacon. Without that beacon you are navigating blindly.

Having no clearly defined goal causes frustration for both you and your client/employee because there never seems to be any improvement or progress. It creates a constant cycle of failing to meet some objective – a cycle that will keep repeating without a clearly defined goal.

Setting a clearly defined goal gives you and your client/employee direction and purpose. Imagine being handed a bunch of tools and materials and told to build something without a clear vision or goal of what is to be built. 

The same holds true for developmental goals. It is not good enough to tell your employee they must improve in sales or build widgets faster. These types of goals create more confusion because they do not know where to start because they don't know where they're specifically going.

Here are 5 benefits to establishing clearly defined goals upfront for your client/employee:

• Both you and your client/employee have a better chance of starting in the right direction together

• Coaching time is more efficient once goals are discussed upfront

• You are able to plan ahead of the session and prepare targeted questions

• Coaching session are direct and avoid meandering

• You, as the coach, will come across more clear, instilling confidence in your client/employee

Going back to the building analogy, you may end up building a stool when what was really needed was as birdhouse. Clearly defined goals are the cornerstone of effective and successful coaching. 

By establishing clearly defined goals you help to set your client/employee up for success.

For more information about coaching and mentoring, or to see how The Cobalt Group can help you with this or any other business or leadership challenges you are facing, Contact us.

We want to hear what you think. Leave a comment and let’s start a discussion.

Copyright © 2019 The Cobalt Group LLC. All rights reserved.

5 Characteristics of Engaged Employees

Employee engagement is the next level above employee satisfaction. The difference between the two is distinct.

Satisfied employees perform under a more transactional relationship. They are willing to give X amount of work and time because the company gives them Y in return. 

Engaged employees, in contrast, will go beyond a transactional relationship and are willing to give greater levels effort and time. They put more into their jobs because they are passionate about seeing the company and its customers succeed. Employee engagement is a barometer that determines the relationship of a person with the organization.

These are certain characteristics that are traits of more engaged employees. Among them are:

1.      They have a belief in the organization. Engaged employees feel connected to the mission and values of the organization. They want to contribute to its success.

2.      They have an understanding of the ‘bigger picture’. These employees know what is expected of them and they know how what they do fits into the overall strategy of the organization.

3.      They work to make things better. Engaged employees seek out ways to improve the organization and the products or services they sell.

4.      They are respectful and caring to colleagues. These employees appreciate that each has a role and that each bring certain strengths to the solution. They genuinely care for each other.

5.      They are willing to go ‘above and beyond’. Another characteristic of an engaged employee is their willingness to go the extra mile to achieve the goals of the organization. They do so out of commitment to the organization’s goals and values,

At the center of any organization’s engagement model is its leadership. The tone for employee engagement is set from the top to the bottom of the leadership chain. To succeed, it has to be an all hands effort. The organization’s leadership must move the employee beyond the way each feels about his/her job to developing the attitudinal attachment each employee has to his/her company. This is the difference between having satisfied employees to having engaged employees. And it's not that hard.

And remember from a previous blog, the KEY to successfully engaging employees is getting to know each employee – not engaging a “them”.

For more information about engaging and mobilizing employees, and to take our free self-assessment about how well you are engaging and mobilizing, or to see how The Cobalt Group can help you with this or any other business or leadership challenges you are facing, Contact us.

We want to hear what you think. Leave a comment and let’s start a discussion.

Copyright © 2018 The Cobalt Group LLC. All rights reserved.

3 Questions You Must Answer to Know if You’re Setting Your Employees Up for Success

If you’ve ever had employees work for you then you’ve likely been in the situation where you have to decide whether or not to let them go for poor job performance. How did you get there? What led that employee to perform poorly? If you’re in a leadership role your job is to set your people up to succeed; to give them what they need to do what you hired them to do.

There are legitimate reasons to fire someone little to no notice. For me that would involve willful or gross negligence, or criminal activity. In those cases the answer is fairly simple – termination is warranted right then. There are other factors, as well, that would rightly lead to ending their employment with you.

But, if you have an employee that is struggling to do what you hired them to do and you are considering letting them go, there are three questions that you must answer before you make that decision:

1.      Did the employee know what was expected of him/her? It seems like a simple question but I have worked with a few clients that had let people go without knowing if the person knew what was expected of them. If your employee doesn’t have a clear understanding of what is expected of them, then how could they know what they were supposed to do?

2.      Was the employee properly trained to perform their duties? There have been many times when I have seen people thrown into a job or a task without adequate, or sometimes any, training to do the job. That seems incredulous in this day and age but it happens more often than you would think. If they haven’t been shown the proper way to do the job, how can you expect them to do it properly?

3.      Does the employee have the right tools to do the job? This is the last question I ask. If they know what is expected of them, and have been properly trained to do the job, were they given the appropriate tools? If the employee’s job is to drive nails into the wall, sending them out with a spoon is of little help. Why weren’t they given a hammer?

Our job as leaders is to set our employees up to succeed. The calculation is simple – our success is dependent upon their success. If you can’t honestly answer ‘YES’ to each of these questions, you have set them up to fail. And in that case, you have failed as a leader, too.

Make sure you can answer each of those questions with a resounding ‘YES’.

For more information about employee engagement, or to see how The Cobalt Group can help you with this or any other business or leadership challenges you are facing, Contact us.

We want to hear what you think. Leave a comment and let’s start a discussion.

Copyright © 2018 The Cobalt Group LLC. All rights reserved.

People as a Primary Growth Area

In the course of my week I talk with a lot of businesses at various stages and sizes about where they want to grow. It’s not unusual to hear things like:

• I want to grow into a new market.
• I want to increase my offerings.
• I want to add a new location.

The list goes on, and every one of them are good goals and good growth areas. Most of these business leaders have a good strategy to reach those goals, too. But as I talk with them about those strategies there is one common denominator that I don’t hear them talk about growing – their people!

So I want you to change your approach to business growth and think of your People as a Primary Growth Area! While this is true for all of your people, it is especially true for your leadership team. After all, if you’ve read my blog on the 3 Ds of GoodLeadership, then you know that these are the people to whom you will entrust to one of the Ds – Delegate.

Your people are the most important asset you have in your business. Even if you are self-employed, taking care of yourself will benefit your business.

It’s the people that take your vision and direction and help you achieve your goals. They are the ones that make things happen. You have those people because your business grew enough that you could not do it all yourself.

Don’t overlook your Primary Growth Area. Invest in your people. Make sure they know what to do, and have the tools and training to do it. Sure, better benefits help when they are affordable but what I am saying is to make sure they understand what the mission and vision are, and what their role in it is. Seek their input into your plans and they’ll feel like they have ownership, and with that they will want to succeed even more. And when you’ve achieved results in that Growth Area, you’ll be better positioned to grow your business in other areas, and be able to do so with your people as part of that strategy.

The Cobalt Group can help you with this. Ask us how.

We want to hear what you think. Leave a comment and let’s start a discussion.

Copyright © 2018 The Cobalt Group LLC. All rights reserved.

Clichéd Phrases Don’t Motivate

Every profession has them. A lot of people in leadership roles use them. They are Cliched Phrases and they Don’t Motivate. Some of them are downright catchy but regardless of how well-intentioned the phrase may have seemed, they don’t give the employees what they really need – the support, tools, and means to do their jobs. This is especially true when used by someone in a leadership role that offers little more than a clichéd phrase vice real help.

But in every phase of my career I have heard them. And, I am sorry to report, I have even used them a couple of times. Some of them are cute, even funny. Witty, maybe. But none of them ever helped me do my job better. In truth, everyone I have talked to about this is turned off by cheap clichés.

So here is a question. How many of you have ever been motivated to do better by one of these clichéd sound bites? I really don’t know who they inspire other than perhaps the person quoting them. They don’t provide anything to make anyone successful. And to the persons using these quotes – do you really think you’re motivating anyone with them? Are you making sure your employees are equipped properly to do their jobs?

While I have seen them everywhere in my various career paths, the ones that stand out the most are the ones I have heard in my sales/BD career. Here are a few of the types of phrases about which I am speaking:

Are you In It to Win It?

Because everyone likes losing.

The difference between try and triumph is umph!

Only with bad spelling.

This quarter is our most important quarter!

Every quarter is the most important.

We gotta make the number.

Oh, I thought you were kidding about that.

I piss excellence.

That must hurt.

Do you have the juice?

Yeah, which flavor do you want.

Seriously, are goals achieved through catchy phrases? I’d love to know one that is (other than a goal of creating catchy phrases). These clichés are NOT a strategy. Don’t get me wrong, there are some great motivational phrases out there but a motivational phrase without the means to accomplish the goal are useless.

This is equally true when dealing with customers. I did not seek out a career in sales. It found me. I was on a colleague’s sales call with him at the very beginning of my sales career and in the meeting he says, “So, Mr. Customer…what keeps you awake at night.” I almost burst out laughing. I’m pretty sure I cast a sideways look at him. I can’t tell you how many times I have heard people say that you need to ask them what keeps them awake at night. I know what the intent there is but I would never use that phraseology. So I made a vow to try NEVER to sound like a clichéd sales rep. I think I have done pretty well with that vow. Customers don’t want clichéd phrases either. They want help and they want results.

So, what clichéd phrases top your list? And “at the end of the day” did they motivate you?

We want to hear what you think. Leave a comment and let’s start a discussion.

Copyright © 2014 The Cobalt Group, LLC. All rights reserved.

If I Become King

We all do this. We sit around with friends and colleagues and complain about the way things are being done where we work, and about the people in charge. And we always have a better way to do it.

Back before the earth cooled I was a young junior officer at my first actual job in the Navy (at the ripe old age of 25) after receiving my wings.  I was the branch officer responsible for the care and feeding of 27 aviation electricians. It wasn’t my first leadership role. I’d already held a couple of those before I entered the Navy. And like a lot of young (and sometimes even old) guys I sat around with my pals and we often complained about how screwed up things were and how we would do things differently if we were the King. So I decided to keep a log of things I liked and disliked about the way things were being done, and what I liked and disliked about the leadership styles of the senior officers with whom I served. Most of the comments were bullet points about this and that, and over time it filled about 15 or so pages. I was determined that If I Become King I would do things differently. I would do things right!

About ten years later, when I was put in my first department head job, I recalled that book and pulled it out. I was no longer a junior officer. So as I read through it I was amazed at some of the things that I had written. I was amazed that some of what I had written was still valid. I was even more amazed that about 75% of what I thought needed changing was due to utter naiveté. Of course, when I was younger I thought I had all the answers. But I now had more life and work experience and, while some of what I felt needed to be changed or incorporated into what I wanted my leadership style to be was still pertinent, a lot of what I thought needed changing was due more to my lack of knowledge and experience than a process or leadership style that was erroneous.

On the surface, it would appear that if about 75% of what I wrote down to change was wrong then it was a failed exercise. I don’t think so. I did learn some things from that exercise that have stuck with me since:

·         It’s easy to complain about something when we don’t have the whole picture.

·         Not everything that we think is being done wrong is actually being done wrong.

·         Many things we don’t like have nothing to do with the efficiency or effectiveness of what’s being done, it’s more about our personal preference.

·         Just because we become leaders doesn’t mean we’re done learning. On the contrary. I’ve learned more about leadership while being a leader than I ever learned in a water cooler conversation or in a leadership training class.

There are times when I wish I had kept a similar journal when I started my corporate career. It would be interesting to see if the results would be the same. I still see things being done that I don’t agree with but now I am more able to discern whether it is an actual problem that needs to be addressed, or just something that I would personally do differently If I Become King.

We want to hear what you think. Leave a comment and let’s start a discussion.

Copyright © 2014 The Cobalt Group, LLC. All rights reserved.

Are We Going to Abilene?

We've all been there. We are in a discussion about something and we sense that the path we’re taking is the wrong direction. Either through what we believe the evidence to be or by instinct, we know that the decision being made is going to be a bad decision. But then, we just sit there and say nothing.

Right after I received my Wings of Gold in the Navy I was sent to their Leadership, Management, Education, and Training (LMET) course. This was the first course on leadership and management that I received in the Navy and it was a good course. I was a young Ensign and had already been a supervisor before joining the Navy. In one of the sessions we were discussing what I mentioned in the first paragraph and they had us watch a short movie called ‘The Road to Abilene’. As I recall, it was about a group of people that were sitting around, bored, on a hot Friday or Saturday afternoon trying to decide what to do when someone suggests that they take a trip to Abilene (about an hour away) for dinner. No one really protests but no one really wants to spend the hour on a hot and dusty car trip. When they get to the cafe, the food is just as bad as the drive. Then they drive back home and are exhausted.

One of them says, "It was a great trip, wasn't it?" The others now said they would rather have stayed home but went along with it since the everyone else seemed so eager. Then they all sit around and try to figure out why it was that they together decided to take a trip which none of them wanted. They each would have preferred to stay at home, but did not admit to it when they had the chance to say so.

I have experienced this in the Navy and in my corporate career. Someone comes up with what they think is a good idea and the rest of us aren't really sure, or know we shouldn't, but we all just go with it. No one wants to speak up and be the voice of reason or dissent, and challenge the group think or momentum that the idea is beginning to build. There have been times when I was in decision meetings on what tactic to use to destroy a target, or what opportunities to pursue, and I knew inherently that the decisions being made were bad but I didn’t speak up. In the Navy some of those could have life or death consequences, while the corporate consequence was usually fiduciary. Regardless, I should have spoken up. Why didn’t I?

It is hard for a lot of us to say no in these circumstances. Perhaps we aren’t sure of our reasoning. Perhaps we fear the group pressure that would follow. Maybe we fear not being seen as a team player. The reality is most people want to be liked and perceived as part of the team so at times we seem to agree to things even if we think the decision is bad. Whatever the psychology or the reason is, the fact is that by agreeing to going down a path that is undoubtedly wrong is detrimental to you, your team and your organization. And they deserve better from you.

It is not always easy but if something isn't right about the direction being taken, or if it doesn’t seem right, speak up. There are ways to do it tactfully that won’t make you seem like a counterproductive member of the team. You just might be surprised at how many others feet the same way but chose, for whatever reason, not to rock the boat. And the last thing you want to do is waste time and resources on a venture that is likely doomed to fail.

So if you have a doubt, be the one to speak up and ask, “Are we going to Abilene?”

We want to hear what you think. Leave a comment and let’s start a discussion.

Copyright © 2014 The Cobalt Group, LLC. All rights reserved.

Looking Within to Look Without

In a recent post I discussed building long term client relationships. I started thinking about the people I really liked working with and what their qualities were. I’m a social person. Not everyone else is so I have learned to adapt to the social styles of colleagues and clients alike. The one thing we all have in common is that we are human. And all humans have needs. Often, I will try to put myself in my customer’s shoes and ask myself what are the characteristics of the person(s) with whom I prefer doing business. It boiled down to a few basic traits.

Is there chemistry? Some people we just like and don’t know why. We just sort of click with them. Others, not so easy. I can work with people I don't click with but it's easier there is a good chemistry.

Are they professional? I want them to behave like a business person. I also want them to treat me like a professional too.

Do they seem to care about my needs and concerns? When someone at least acts like they care I am more willing to do business with them. I know they are trying to make a sale but I don’t want to feel like all I am is their next sale. That will sour me instantly.

Are they reliable? The people I do business with must earn my trust. I want know I can count on them to be there if I need them. I also want a good deal for whatever I buy but I am willing to pay a little more if I believe the customer service from one person will be better than another.

It’s kind of like looking in a mirror and seeing what is reflected. Am I being to others what I want them to be to me? Am I giving them a reason, beyond the product or service I’m offering, to want to do business with me?

Ask yourself that question. And be honest with your answer.

We want to hear what you think. Leave a comment and let’s start a discussion.

Copyright © 2014 The Cobalt Group, LLC. All rights reserved.

How Often Should I Be Coaching My People?

As leaders of any type we should all know that our people are out most important asset. They are the ones that really do the work that makes our businesses successful. And we need to groom and develop them so that they are able to succeed in their job. This can be done by effective coaching and mentoring. We’re not just talking about their job performance, we’re also talking about grooming your next generation of leaders. Bench strength is usually discussed in terms of people with skill sets that you might need for work requirements. There is also a bench strength that the vast majority of companies don’t think about – the leadership bench. In addition to coaching your people on their job performance, you should also be coaching and grooming those that are being looked at to move into leadership roles. And the time to do that is not after they have role (although they’ll need it then too), it should be done before they get it. So how often should you be coaching your people? A lot of it depends on what their role is.

How Often Should I Coach? This can depend on the number of people you have. With all the other demands on your plate it may not be able to be done as frequently as some would suggest. My recommendation is to try to get 30 minutes with them once per week. Although, after some time I have found that most meetings usually drop to 15-20 minutes when things are going well. But keep the time open for each person in case you need it. Coaching is more effective if it is timely so having regularly scheduled meetings allows you to be more effective by providing guidance in a more opportune manner. If you have more than about 8 people directly reporting to you then you may want do something more reasonable by meeting with each of them every two weeks. This can be done in person (which is preferable) or over the phone if the situation does not lend itself to a face-to-face meeting. This should work for most people in most roles.

By coaching I do not mean bringing in the Spanish Inquisition. What they need is an honest assessment of their performance, and for you to ascertain what challenges they are facing that may be inhibiting their ability to do their job more effectively and efficiently. The coaching needs to be two-way and it needs to be reinforced. Refer my post on Excellent Listening. Try to apply that to coaching as well. In addition, coaching needs to be supportive and not something that they dread. You are there to lead them. And you are there to make sure that they have what they need to do the job they are doing for you.

I discovered a long time ago that when the people that worked for me felt like they had a valued role in the success of the organization that they would usually go the extra mile to make that organization successful…willingly. Go take care of your people.

So, how often are you coaching your people?

We want to hear what you think. Leave a comment and let’s start a discussion.

Copyright © 2014 The Cobalt Group, LLC. All rights reserved.

Attributes of a Good Leader

What attributes does a good leader have/need? As I was asked that question again recently I started jotting a few things down. This list is not all inclusive but does cover a good portion of the attributes I believe make a good leader. If you’re in a leadership role, and most of you are in some way or another regardless of your title, how many of these describe you? Honestly?

• Knows that he/she cannot do it all by themselves. If so, you would not need people to lead.
• Is honest and trustworthy. If your people can’t/don’t trust you, you’re in trouble.
• Speaks directly. That doesn’t mean to insult or give someone unfiltered opinions, it means that you address the issue head in a direct manner and not try to talk around it.
• Is consistent. One of the worst things a person in a leadership position can be is vacillating. If your people don’t know what to expect from you then they won’t know what to give you.
• Is decisive. Indecision is a terrible thing. Or is it?  Lead, follow, or get out of the way is an expression I heard often in the Navy. It is never a good thing when a leader cannot do the main part of his/her job…make a decision and move forward. Decision paralysis benefits no one.
• Sets clear expectations, and follows through. Your people need to know what is expected of them or, just like in the fourth bullet, they won’t know what to give you. Following through is just as important as the set expectation.
• Seeks input from his/her people. When your people feel like they have a contribution to the goals they will take more ownership in achieving them.
• Doesn’t have all the answers. But he/she does know what questions to ask to get those answers and to lead his/her people to the answers.
• Empowers people. Give your people room, define the boundaries, and give them ownership of their job. You’ll be amazed at how many will rise to, and exceed, the expectations you set for them.
• Supports his/her people. If you want to bring out the best in your people they need to know that you will support them. When they know you have their backs they will do their best to have yours too.
• Praises publically. Disciplines privately. Self-explanatory.
• Focuses on the strengths of his/her people, not their faults. Too often the only time some leaders engage their people is when it is time for a correction. No one wants to only talk with their boss(es) when things are going wrong. And don’t be afraid to move a person into a role that is more suited to their strengths. They will be happier and more productive.
• And lastly for this blog post, a good leader is coachable. A good leader doesn't know everything. They haven’t faced every challenge they are going to meet. But if they are humble enough to be coachable then they will become better at what they are asked to do. LEAD.

So, as I asked at the beginning, how many of these traits describe you? And, since I am coachable too, what traits did I not list here that you think a good leader should possess?

Leadership and Being Visionary

One of the traits of a great leader is to be a visionary. Or is it? Throughout the various phases of my career I have often heard that this person or that person is a visionary. Most of the time I would have to agree. But not all of those people were in leadership roles. Some of them would never be in leadership roles. So, do you have to have vision to be a leader? Or, do you have to be a leader to have vision?

The answer to both questions is NO. That may be heresy to some people but here is what my experience has taught me. I have worked with great leaders. Some of them were visionary and were able to get us to make that vision a reality, and some were not. They inspired and led us to great successes. That ties in with what I say is my basic definition of leadership -- the ability to get a group of people to work together to achieve a common goal. But, a person with vision but no leadership ability is not likely to see their vision become a reality without a good leader.

On the other hand, a leader that does not have a vision can be just as effective as one with vision. That leader may recognize or inspire someone else’s vision and make it a reality. As I said above, not all people with vision are in leadership roles, nor are all meant to be leaders. A good leader does not worry about where the vision comes from, he/she only cares how to make it happen. Good ideas come from all quadrants of an organization and a good leader will recognize that and will be able to get everyone to work together to make the vision a reality.

So as I see it, one need not be a visionary to lead. It doesn’t hurt to have that ability but it is not required. And, one need not be a leader to be a visionary. What that means is that good leaders will either be visionary or inspire that in the people they lead.

When to Start Grooming Your Leaders

As a leadership consultant/coach I have often said (and blogged) that leadership begins with the most junior persons in your organization. If they are taught to do their job correctly and are given the tools needed to perform their roles then they can begin to experience what good leadership looks like and gives them something to model. I truly believe that.

Some organizations even take the next step and assign each employee a mentor. This is a good thing for the junior employee. In theory, this gives that junior employee a senior person that can help them navigate the organization, their career path, and allow them to voice concerns and other issues in a friendly environment. In my experience, though, I have rarely seen this work as it was intended. The person that is assigned as the mentor has his/her own issues and they are more often than not too busy, and either intentionally or unintentionally soon forget that they are supposed to be mentoring someone. That junior person often times doesn’t want to feel like pest so they don’t approach their mentor and the great idea fizzles.

The usual next step occurs when a person might receive some sort of coaching is after being moved into a VP or other “C” level role. Those that are fortunate are sometimes provided an executive coach to help them transition into the next level of the leadership food chain. This occurs in organizations that invest in their people and their businesses.

But I submit that there is a better time to invest in your future leaders (aside from when they start). I believe that when a person is moved up into their first supervisory role as a Senior Manager (there’s that word again), Project/Project Manager, or the Director level is the time to invest in them by providing them a coach.

Leadership is leadership, but the type of work a consultant/coach would do for an entry level supervisor/Director would focus, in part, on separate areas of this transition into leadership than it would for a VP or higher. This is their first foray into the leadership arena. This is where it is critical for that person to have guidance as they shift the types of responsibilities they bear. And in this first transition, an investment into the success of the new leader will have a more positive effect on the success of the organization.

So when should we start grooming our leaders? We should be grooming them from their first day on the job. But the time for more investment into them should come when they are moved into their first leadership role, not the one two to three levels up.

The One That Got Away

In the second year of my first sales job with a major IT company I was working the biggest deal I had in my pipeline to that date. 

It was going to be $8.5M over a five year period. The math was easy and even back then it would have been half of my annual quota for the next five years (assuming no yearly increases – yeah, right!). And with a deal that size I had a lot of help from upper management.

I was in tight with the customer. It was a small group and they were all of the decision makers. 

Fairly fresh out of many sales training courses, I applied all of that knowledge to every aspect of my capture plan for that deal. I met with the customer often, and a lot of those were at his request. 

I knew the requirements inside and out and we had a solution that answered it, and then some. The customer verified that our solution was a great fit, too.

Then, as often happens in government sales, the program was put on hold. The customer didn’t know for how long but felt that it was most likely till the end of the government fiscal year. 

I wasn’t too worried. That was 6 months away and I had two things in my favor – the first month of the next government fiscal year was also the last month of my company’s fiscal year so I thought it would be a great close out for that year and, secondly, I had a great pipeline that would take me over my quota if that deal happened to slip even further.

I told that customer that I would check in periodically and asked that if things changed to please let me know as well. 

I called about 3 months later and discovered that only weeks prior they had gotten their money and went with a competitor. I asked why they chose the competition and, in so many words, he told me that my competitor stayed engaged and sold them on their solution. 

I was mad at myself (and so was my management) for making such a rookie mistake – I quit selling!

From then on, I made sure that I never quit selling to any customer, even if a program was cancelled. 

That discipline paid off two years later when I closed the biggest software sale of my career, and the biggest one that company had that year – all because I stayed engaged with a customer that had another competitor’s solution selected and their customer didn’t like it. 

Because I was in contact on a frequent basis even after we weren't selected, they called me back and 19 months later I closed the deal.

As I learned more about the trade of selling I have made many other mistakes since ‘the one that got away’. I learned the hard way that in the field of sales 

– Never Quit Selling!

For more information about how The Cobalt Group can help you with your sales force, or with any business or leadership challenges you are facing, Contact us.

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