Page 6 - NBIZ Magazine April 2021

known as sales. Then there are people could deliver 80% of your results, what of the easiest observations is gossiping
within the organization when asked impact would this have on aspects of at the water cooler. Now with remote
what their role is will respond, “I’m in one’s business? Would your market- working, those behaviors have been SPRING INTO
sales.” Meaning these individuals are ing investment decrease? Could you redirected to personal phone calls or
salespersons. redirect your marketing savings to new texts between employees.
Sales is a threefold process of technology or other aspects to improve Being in real estate for now twelve
marketing, selling, and keeping. The your overall business results? minutes (actually just over 3 years), I ACTION WITH
result of marketing is having potential People are the third area for which have witnessed both positive and neg-
customers walk through your brick- business owner(s) should apply the ative attitudes. The two most frequent
and-mortar door or connect with one’s 20/80 or 80/20 rule. Right now, can you comments I continue to receive from
company/business via text, email, or identify what people deliver 80% of your my clients are “Boy, you answered the COTTON GDS
telephone. Selling is the actual effort results, your profits? Another question phone” and “You are the first Realtor™
to convert the sales lead(s) to a paying is what people consume 80% of your to return my call.” In times of plenty,
customer. Finally, keeping ensures the time? many in sales fail to understand the
customer returns and is the source of Currently, the word “culture” is importance of maintaining a consistent
new sales referrals. very visible in business. Culture for me professional and positive attitude.
In sales, it is said referrals are is the sum of all attitudes (“habits of Another aspect related to people is With spring well underway and
King or Queen. What would happen thought” per Zig Ziglar) within any or- performance. As a business owner, do
if your existing clients would deliver ganization that is displayed in observ- you have the right people in the right hurricane season fast
one or two referrals each year? Could ables behaviors. What I have witnessed seats, securing the right results? One
your new sales referrals now account is a big disconnect between the culture of the processes to determine people’s approaching, keep Cotton
for 80% of new sales? If your referrals and the firm’s “values” or “ethics.” One performance, as well as to enhance that
performance, is using psychometric Global Disaster Solutions in
assessments which can clarify indi-
viduals’ attitudes to behaviors. The mind when having to address
Recently, I read an article that challenged DISC profile, as well as the Hartman
Index, are both exceptional tools to weather-related damages on
business leaders to evaluate their marketing assess the potential and existing
performance of individuals. Other your property.
efforts by applying the 20/80 rule. This author assessment tools such as the Values
took an unusual path and asked what would Index as well as Emotional Intelligence
assessments bring additional clarity to
happen to one’s marketing results if one began an individual.
What I have discovered is over 98% of
to reverse this principle? The author suggested people I have assessed, know what their We specialize in the following:
assessing current marketing actions (80%) weaknesses are and yet, less than 2%
know what their strengths are. Those
and then redirecting those efforts to those who know their weaknesses focus their • Water mitigation after floods or roof leaks
energies on improving those weakness-
actions that delivered better results. es while ignoring their strengths. Just • Mold remediation to eliminate or prevent spores
imagine what would happen to their
performance (think results) if these • Roof repairs following hailstorms
same individuals would redirect their
efforts to leveraging their strengths?
Yes, the 20/80 rule is essential to • Structural repairs required after a storm
apply to one’s business whether it is
exceedingly small or exceptionally
large. With the year now one-fourth
over, assessing your business with this
20/80 rule may indeed become your
competitive advantage. N

Leanne Hoagland-Smith is a clarity
strategist, solving people and process
problems. As a thought leader who
challenges the status quo, she turns WE'RE AVAILABLE 24/7 AND READY TO ASSIST
tomorrow’s goals into today’s results.
Follow her on Twitter @CoachLee. CONTACT US TODAY: 877 329 6395 | COTTONGDS.COM

6 NBIZ ■ April 2021