The 7 Deadly Sins of Business

Deadly Sin #6: Seek Mere Satisfaction From Customers

Satisfied customers don’t come back nearly as often as loyal customers. Your surveys may report a high percentage of “satisfied” customers, but don’t expect them all to buy again, or to recommend you to friends. Satisfied customers can be seduced by a lower price or a new product. Far more important are loyal customers. They won’t walk away to save a nickel.

Redemption: Work to build your customers’ loyalty. Ask them what they like about your business. If it’s your service packages, products or prices, they can be lured by competitors. If it’s your service or your people, they can resist competitors’ bait. Respect your employees, so they in turn respect customers. Respected customers become loyal.

Deadly Sin #7: Ignore Your Employees’ Productivity

The seventh profit-reducer is low employee productivity. Most workers (per various surveys) admit they put in “just enough effort” to keep their jobs, but they could produce more if they were inspired to do so. Are most of your workers complacent? It’s a “sin” to do the business so intently that you ignore their productivity.

Redemption: Calculate: (1) your cost of payroll as a percent of sales; (2) sales per salesperson; and (3) sales per employee. For salespeople, track their closing rates, average tickets, credit sales and gross profit margins. Then, study the data: are they exceeding industry averages and meeting your expectations? Over time, has their productivity degenerated? (It will, until you install systems to regenerate it.) Next, tell them, again, what you expect. Then, help them achieve it. Send them for training. Observe them working. Point out all below-par performances, inefficiencies and errors. Explain your motive: not to carp, but to enable. You seek to facilitate their success by optimizing their skills. You want them to become the best. Then, as soon as they progress, recognize their growth. Your sincere concern will regenerate their enthusiasm for work.

Now, ask yourself: which of theses seven deadly sins are you committing? (If you do admit to any, you're better off than those who commit the eighth deadly sin: pride or thinking they’re perfect.) That sin is the lack of awareness of the other seven. Now that you know, go and sin no more!

Sam Allman, CEO of Allman Consulting and Training Inc., is an internationally recognized consultant, speaker and author. For nearly two decades, Sam has worked with companies such as Lowes, Home Depot, Lockheed and Mohawk Industries on leadership, customer service, management and sales. His new book, “Heart and Mind Selling,” has helped hundreds of sales professionals build enduring relationships with their clients. He can be contacted by e-mail at info@allmanconsulting.com  or by calling +1 888 945 5228..