I have to say the start of Spring is welcome. Now, I don’t want to cast any curses by saying that I believe it is now here and here to stay. One of the reasons I love this time of year is that is perfect grilling weather. No bugs, not too hot and the day’s being longer make it all the more enjoyable. (It is also especially enjoyable as being English we could never grill in March!)
My girlfriend and I just purchased a new patio set and grill to mark the first Spring in our new home. Boy, are we happy.
Of course, there were decisions that had to be made.
Of course, if you know me at all, you wont be surprised to hear that I needed to be put on a leash and restrained from buying the stuff we didn’t need. You know, the “bells and whistles” option.
When making purchases people are generally savvy about making an informed decision based on their needs and available budget. When it comes to sales, marketing and other business decisions do we evaluate options in the same manner?
Focus On What Contributes To The Outcome
The success of any activity in business is measured primarily by the result. It is also equally important to know what contributes to the outcome. If you omit these metrics and influencing factors from your planning then you are likely to not see the results you expect, or want.
For example, if you are sending an email campaign and want to generate $x in revenue what other factors can be reviewed to help achieve this result?
In this example these contributing factors could be:
- Who is receiving it and what is relevant to them?
- What day and time should it be sent?
- What subject lines can help boost open rates?
- What should be included/excluded from the content/body?
- What will the call to action be? Will we use a button or a link? If a button, what color?
It is fair to say that if you send an unsolicited email without reviewing the steps that contribute to the outcome you will see less success than you hoped for or need to send out far more messages than you ultimately needed to.
How My New Patio Set-up Reinforced This
This methodology of focusing on what contributes to the outcome is relevant to a number of areas of business. The Leading Measures can make a huge difference in performance and seeing improvement on future activity.
When purchasing our new patio set-up I was like a kid in a sweet shop. For the grill alone I was drawn to the 4 burner, combined smoker and grill combo, side plate, bells and whistles option.
What did I want to achieve? Good tasting food in a timely and effective manner.
What did I need to achieve this? No bells and whistles.
What contributes to the outcome in this case is the grill that has even heat distribution across less burners with less time to reach cooking temperature.
I reached this outcome with $$$ to spare in my budget and a very well reviewed product.
What Do You Focus On That Contributes To The Outcome?
Early in my sales career I realized that I was oftentimes spinning my wheels and working harder not smarter. I needed to change some aspects of my daily work to be more efficient in reaching my targets. I could only do this by breaking down the components that contributed to the outcome.
What do you focus on in your sales and marketing activity to help understand how you can improve your performance and bottom line?