May 20, 2017

What is a Goal?

By Paul Bieber

We all know this. It is the line you cross to score a touchdown. It is painted white on a big grassy field; you can see it from seats in the top row, hundreds of feet in the air. People watching on TV can see it from five different angles. Crossing by just an inch gets the big score that can tie the game.

Are your goals this clear for your company? I bet they are not. In fact most managers and owners assume their employees know the goal they are working for. I am here to tell you that most managers are wrong… their employees have no idea. How can I say this without knowing your specific business? Easy. I have consulted with a hundred businesses, and only a small handful have laid this out clearly for their employees.

The most basic goal in our entrepreneurial glass industry is profit. So that’s the goal. WRONG.  Every employee needs a specific goal. Whether you are a five-person glass installer or a large fabricator, this rule applies. Let’s look at the average glass installation company. The person who answers the phone or greets the walk-in customer has the goal of turning that customer’s interest into a situation that will become a sale. Whether they are capable of completing the sale, or get the information to turn it over to your sales or estimating folks, their job is to convert the unknown customer to a potential customer who is eager to work with your company. That is their goal.

If this is to become a retail sale and the price is already set on, let’s say a package of mirror clips, then this “first contacter” has the job to ask, “What else do you need today? We also carry a great glass and mirror cleaner. Would you like to try a can today?” Or better yet, “I see you are buying mirror clips. If you ever want a new mirror, please stop in. Can I put you on our email list which features a monthly discount coupon?” The goal is to turn this casual customer into a repeat customer, and if the first contacters are told that this is their goal, they can be trained to do this.

What about your installer? He knows how to install mirror and does a great job at it. What is his goal? Install the mirror correctly the first time he is at the job site. Leave no mess, but do leave a happy customer. Is it his goal to make profits? No, his goal is to do his job that becomes part of the profits. He has a specific goal.

Your truck drivers have a specific goal. Your bookkeeper has a specific goal. If you define the goals for each person, within the total framework of your company, your company will achieve its goal of profits. You can take this thought to the bank.

PS. If you live anywhere near the West Coast, be sure to visit Glass Expo West, June 1-2, in Irvine, Calif. It will be worth the trip. I promise.