Pest Perspectives - September/October 2015 - (Page 32)
Seeing your business
through both the internal
and external customers' eyes is critical
to creating a culture of success.
By Dr. Jackie Freiberg, San Diego Consulting Group
y their very nature, strong
leaders are pro-active, highly
innovative and strategic, a
cut above their business peers. Yet
to be truly effective they must check
their egos at the door and be willing
to listen - really listen - to their
company's internal and external
customers, according to Dr. Jackie
Freiberg, an author, speaker and
business coach with the San Diego
Freiberg says PMPs can learn
a lot about their business from
following the example of Captain
Mike Abrashoff, who made the U.S.S.
Benfold, a $1 billion guided missile
destroyer, the most combat-ready
ship in the Navy by asking his sailors
three simple questions:
* W hat do you like?
* W hat don't you like?
* W hat would you change
"Gutsy leaders are committed
to eliminating the blind spots,"
Freiberg observes. "The blind spots
are the difference between what we
think our employees or customers
need and what they really need.
They are the gap between how
effective we think we are and how
effective others think we are. It takes
guts to ask for feedback and then
32 September | October 2015
listen. But, without the courage to
do this it's difficult to target those
high-leverage areas where we need
Freiberg says "tough competitors
ask tough questions" in order to
stay in the know. "That's what sets
them apart from others. Is it easy
to face the issues raised by these
questions? Absolutely not," she says.
"But, it sure beats suffering the
consequences of major problems
that could've been solved if you only
knew they existed."
Other useful questions you may
want to ask your staff, as cited in
Freiberg's blog (www.freibergs.com/
What are the 10 dumbest things
we do in this organization?
"Every organization does dumb
things," she writes. "The problem in
most firms is that people don't want
to focus on the negative. They're
afraid that it will turn into a blame
game and cast a cloud over employee
morale." But that's not the case if
handled properly. Such feedback will
provide you with an opportunity
to solve problems, making your
What major issues are we afraid
to talk about around here?
"Which is worse, to pull down the
shade on problems that many people
already know exist, or to confront
those challenges openly before they
become insurmountable? Fear can
be an incredibly destructive force in
an organization," Freiberg notes. "It
immobilizes people, it keeps critical
issues from surfacing, it's contagious,
and it compounds. Fear feeds on
itself. Periodically asking the question
acknowledges fear and confronts it
head on. It can help establish a culture
where people have the freedom to
think straight and talk straight."
What makes us difficult to do
business with? What makes us
easy to do business with?
"There may be things going on
in your organization that you don't
know about that create aggravation
for the customer," she observes.
"There may be other things that
you would emphasize if only you
knew they had a positive impact on
the customer. How do you know
if you don't ask? If you think you
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Table of Contents for the Digital Edition of Pest Perspectives - September/October 2015
presidential perspective : Partying for a Purpose in Paradise
2015 FPMA in Paradise Recap
Advancing the Pest Control Industry: One technology improvement at a time
Rising Stars in Pest Control
Adding Lawn Care Services to Your Business
sunshine spotlight : Bug Out Services Honors its Customers, Employees and Brand
What Do PMPs Want from Suppliers?
capitol concerns : Special Session. The new normal? It could be
operational excellence : Customer Engagement
marketing matters : The Search Engine and Social Media Relationship
Pest Perspectives - September/October 2015