Food and Drink - Summer 2011 - (Page 91)

leadership cookbook T There are two points that drive this month’s column. First, you have at least 15 percent more in sales than you are closing, and they’re sitting right in front of you. Second, values drive your organization. How do you think 15 percent more in sales would have supported you and your company over the past two years? My research shows that values are a driver for those sales. Keep reading to understand how. So-called Sweet Spot The following comment shows up almost constantly from either of two extremes: “We are so busy,” or “We are so slow.” What do you suppose drives the comment? You know as well as I do that you have some habit of sales flow on a monthly or annualized basis. This habit is what drives the perception of whether you are too busy or too slow. Ironically, I hear clients call this average sales pace their “sweet spot.” This sweet spot for sales is easiest to see on an annualized basis. What’s the impact of holding onto this average as one’s sweet spot? You begin to believe you’re doing the best you can. How are you not realizing your sales potential, regardless of your sweet spot? There are multiple steps to take. First, break the annualized sales down to a daily cycle, then to an hourly sales cycle. During these hourly sales cycles, busy or slow is proportional. Your average cycle may be $3 million a year paced by the hour. At the same time, during a given hour, you may only be running at a pace of $1 million a year. In fact, that $1 million pace is so slow your team is asleep at the wheel. They are not caring for each customer as if he or she was the single-most important person of the hour, day, month or year. This guest is not getting the service he or she deserves. It’s that simple. Now, let’s go to the other end of the spectrum of “It’s so busy!” The sweet spot pace is $3 million a year, and we’re clicking at a $5 million-per-hour pace. In other words, your team is slammed. As your guest, I didn’t get my sales offerings because your team member is running behind and cut my service ex- But first, let’s start with point No. 2, the driver: values. Using values to guide your company is resolutely potent when they’re defined effectively, and most importantly, when they’re used actively on a daily basis. At the same time, the stakes are high and filled with irony. If you’ve defined a set of values to guide your decision-making, there will be good news and bad news. The good news is you have defined values. Now live them. When you actually use them as active verbs to guide your every decision, you will see amazing results. What is the bad news? If you have them defined and choose not to use them, the same values that would have supported you could easily turn on you instead. With equal irony, make no mistake: Defined or not, values exist and are exhibited on a daily basis in your business. I enjoy asking my clients if values are beliefs or behaviors. No matter the response, at the end of the day, values are what show up in your behaviors. The impact of your actions shows up in real time. perience. Your team members have stations that are expanded or pressed and they simply can’t keep up. This is just as much perception as it is a reality. Team members are knocked off balance when it becomes too slow or too busy because their habits are not consistent. When it is slow, instead of practicing skills involving movement, anticipation, outreach or product knowledge to build sales, they are goofing off or acting without full awareness. Then, when it becomes busy, their skill sets end up out of tune. What you need now is for your team members to move quickly and efficiently, but they simply do not have the ability. Opportunities are missed. Real, tangible sales are missed. ‘Moments of Magic’ Values and sales support each other. Instead of simply focusing on the sales, what if your goal was to provide customers with a great experience? There is an opportunity to blend what I call “brand absolutes” or moments of magic. A few examples of this might include: Moving with full hands in and full hands out – This is as simple as it sounds; if my hands aren’t full at any given time, I am not doing my job. A five-step greeting – Within five steps of any customer or even another team member, I greet that person with direct eye contact and body language that engages. Within two steps, I say something appropriate to what I see, whether it’s “Welcome,” “Goodbye,” “Thanks for coming,” or “Have a great day.” There is no exception. These are by definition brand absolutes, no matter how busy or how slow you think you are. But the list of examples goes on. Regardless, create absolutes that are covenants. Support these covenants with values. Define the details of service excellence and watch your sales grow. Rudy M. Miick, FCSI, is president of Boulder, Colo.-based consulting firm Miick & Associates. He can be reached at rudy@mick.com or 720-64 1-7565. food and drink • summer 201 • www.fooddrink-magazine.com 1 Open Door, Closed Mind You can talk all day about having an open-door policy. However, if the reality is that the real meeting happens after your official meeting, such as in the hall, in someone else’s office or at a nearby bar, watch out. You can talk about an open door all you want, but the perception is different than the reality. Imagine the impact this has on your profitability. You can actually shift performance by defining what you really want vs. what you really do. As for that 15 percent in sales you missed, I’ve been watching an odd habit with sales that have occurred regardless of the industry segment. 91 http://www.fooddrink-magazine.com

Table of Contents for the Digital Edition of Food and Drink - Summer 2011

Food and Drink - Summer 2011
Tableside Chat
Contents
News a la Carte
Tradeshow Preview
Food for Thought
FAD Exclusive
Fresh From the Start Brands
Railex
Orchard View Farms Inc.
Grandma Hoerner’s
Greencore USA Inc.
FoodSwing Inc.
Pecans.com
RPE Inc.
Dari Mart Stores Inc.
Idylwilde Farms
Kemin Industries Inc.
Olga’s Kitchen
Distributors: How Green Can You Be?
Kohl Wholesale
Nebraskaland
Upper Lakes Foods Inc.
B. Giambrone & Co.
Food Sales West
Milne Fruit Products Inc.
Pellerito Foods
PrimeSource Foodservice Equipment
Town & Country Foods
Producers: The Industry Pitfall
Walker & Sons
Bright Coop Inc.
Covered Bridge Potato Chip Co.
Route 11 Potato Chips
Royal Sausage Co.
Restaurants: Values Drive Sales
El Meson Sandwiches
Peter Piper Pizza
Retailers: The Unwelcomed Guest
Arabica Coffeehouse
Kolache Factory
Reasor’s
Three Things

Food and Drink - Summer 2011

Food and Drink - Summer 2011 - Food and Drink - Summer 2011 (Page Cover1)
Food and Drink - Summer 2011 - Food and Drink - Summer 2011 (Page Cover2)
Food and Drink - Summer 2011 - Tableside Chat (Page 1)
Food and Drink - Summer 2011 - Tableside Chat (Page 2)
Food and Drink - Summer 2011 - Contents (Page 3)
Food and Drink - Summer 2011 - Contents (Page 4)
Food and Drink - Summer 2011 - Contents (Page 5)
Food and Drink - Summer 2011 - News a la Carte (Page 6)
Food and Drink - Summer 2011 - News a la Carte (Page 7)
Food and Drink - Summer 2011 - Tradeshow Preview (Page 8)
Food and Drink - Summer 2011 - Tradeshow Preview (Page 9)
Food and Drink - Summer 2011 - Food for Thought (Page 10)
Food and Drink - Summer 2011 - Food for Thought (Page 11)
Food and Drink - Summer 2011 - FAD Exclusive (Page 12)
Food and Drink - Summer 2011 - FAD Exclusive (Page 13)
Food and Drink - Summer 2011 - Fresh From the Start Brands (Page 14)
Food and Drink - Summer 2011 - Fresh From the Start Brands (Page 15)
Food and Drink - Summer 2011 - Fresh From the Start Brands (Page 16)
Food and Drink - Summer 2011 - Fresh From the Start Brands (Page 17)
Food and Drink - Summer 2011 - Fresh From the Start Brands (Page 18)
Food and Drink - Summer 2011 - Fresh From the Start Brands (Page 19)
Food and Drink - Summer 2011 - Fresh From the Start Brands (Page 20)
Food and Drink - Summer 2011 - Railex (Page 21)
Food and Drink - Summer 2011 - Railex (Page 22)
Food and Drink - Summer 2011 - Railex (Page 23)
Food and Drink - Summer 2011 - Railex (Page 24)
Food and Drink - Summer 2011 - Orchard View Farms Inc. (Page 25)
Food and Drink - Summer 2011 - Orchard View Farms Inc. (Page 26)
Food and Drink - Summer 2011 - Grandma Hoerner’s (Page 27)
Food and Drink - Summer 2011 - Grandma Hoerner’s (Page 28)
Food and Drink - Summer 2011 - Grandma Hoerner’s (Page 29)
Food and Drink - Summer 2011 - Greencore USA Inc. (Page 30)
Food and Drink - Summer 2011 - Greencore USA Inc. (Page 31)
Food and Drink - Summer 2011 - Greencore USA Inc. (Page 32)
Food and Drink - Summer 2011 - FoodSwing Inc. (Page 33)
Food and Drink - Summer 2011 - FoodSwing Inc. (Page 34)
Food and Drink - Summer 2011 - FoodSwing Inc. (Page 35)
Food and Drink - Summer 2011 - Pecans.com (Page 36)
Food and Drink - Summer 2011 - Pecans.com (Page 37)
Food and Drink - Summer 2011 - Pecans.com (Page 38)
Food and Drink - Summer 2011 - RPE Inc. (Page 39)
Food and Drink - Summer 2011 - RPE Inc. (Page 40)
Food and Drink - Summer 2011 - RPE Inc. (Page 41)
Food and Drink - Summer 2011 - Dari Mart Stores Inc. (Page 42)
Food and Drink - Summer 2011 - Dari Mart Stores Inc. (Page 43)
Food and Drink - Summer 2011 - Idylwilde Farms (Page 44)
Food and Drink - Summer 2011 - Idylwilde Farms (Page 45)
Food and Drink - Summer 2011 - Kemin Industries Inc. (Page 46)
Food and Drink - Summer 2011 - Kemin Industries Inc. (Page 47)
Food and Drink - Summer 2011 - Olga’s Kitchen (Page 48)
Food and Drink - Summer 2011 - Olga’s Kitchen (Page 49)
Food and Drink - Summer 2011 - Distributors: How Green Can You Be? (Page 50)
Food and Drink - Summer 2011 - Distributors: How Green Can You Be? (Page 51)
Food and Drink - Summer 2011 - Kohl Wholesale (Page 52)
Food and Drink - Summer 2011 - Kohl Wholesale (Page 53)
Food and Drink - Summer 2011 - Kohl Wholesale (Page 54)
Food and Drink - Summer 2011 - Kohl Wholesale (Page 55)
Food and Drink - Summer 2011 - Kohl Wholesale (Page 56)
Food and Drink - Summer 2011 - Kohl Wholesale (Page 57)
Food and Drink - Summer 2011 - Nebraskaland (Page 58)
Food and Drink - Summer 2011 - Nebraskaland (Page 59)
Food and Drink - Summer 2011 - Nebraskaland (Page 60)
Food and Drink - Summer 2011 - Upper Lakes Foods Inc. (Page 61)
Food and Drink - Summer 2011 - Upper Lakes Foods Inc. (Page 62)
Food and Drink - Summer 2011 - Upper Lakes Foods Inc. (Page 63)
Food and Drink - Summer 2011 - B. Giambrone & Co. (Page 64)
Food and Drink - Summer 2011 - B. Giambrone & Co. (Page 65)
Food and Drink - Summer 2011 - Food Sales West (Page 66)
Food and Drink - Summer 2011 - Food Sales West (Page 67)
Food and Drink - Summer 2011 - Milne Fruit Products Inc. (Page 68)
Food and Drink - Summer 2011 - Milne Fruit Products Inc. (Page 69)
Food and Drink - Summer 2011 - Pellerito Foods (Page 70)
Food and Drink - Summer 2011 - Pellerito Foods (Page 71)
Food and Drink - Summer 2011 - PrimeSource Foodservice Equipment (Page 72)
Food and Drink - Summer 2011 - PrimeSource Foodservice Equipment (Page 73)
Food and Drink - Summer 2011 - Town & Country Foods (Page 74)
Food and Drink - Summer 2011 - Town & Country Foods (Page 75)
Food and Drink - Summer 2011 - Producers: The Industry Pitfall (Page 76)
Food and Drink - Summer 2011 - Producers: The Industry Pitfall (Page 77)
Food and Drink - Summer 2011 - Walker & Sons (Page 78)
Food and Drink - Summer 2011 - Walker & Sons (Page 79)
Food and Drink - Summer 2011 - Walker & Sons (Page 80)
Food and Drink - Summer 2011 - Bright Coop Inc. (Page 81)
Food and Drink - Summer 2011 - Bright Coop Inc. (Page 82)
Food and Drink - Summer 2011 - Bright Coop Inc. (Page 83)
Food and Drink - Summer 2011 - Covered Bridge Potato Chip Co. (Page 84)
Food and Drink - Summer 2011 - Covered Bridge Potato Chip Co. (Page 85)
Food and Drink - Summer 2011 - Route 11 Potato Chips (Page 86)
Food and Drink - Summer 2011 - Route 11 Potato Chips (Page 87)
Food and Drink - Summer 2011 - Royal Sausage Co. (Page 88)
Food and Drink - Summer 2011 - Royal Sausage Co. (Page 89)
Food and Drink - Summer 2011 - Restaurants: Values Drive Sales (Page 90)
Food and Drink - Summer 2011 - Restaurants: Values Drive Sales (Page 91)
Food and Drink - Summer 2011 - El Meson Sandwiches (Page 92)
Food and Drink - Summer 2011 - El Meson Sandwiches (Page 93)
Food and Drink - Summer 2011 - El Meson Sandwiches (Page 94)
Food and Drink - Summer 2011 - El Meson Sandwiches (Page 95)
Food and Drink - Summer 2011 - El Meson Sandwiches (Page 96)
Food and Drink - Summer 2011 - El Meson Sandwiches (Page 97)
Food and Drink - Summer 2011 - El Meson Sandwiches (Page 98)
Food and Drink - Summer 2011 - Peter Piper Pizza (Page 99)
Food and Drink - Summer 2011 - Peter Piper Pizza (Page 100)
Food and Drink - Summer 2011 - Peter Piper Pizza (Page 101)
Food and Drink - Summer 2011 - Retailers: The Unwelcomed Guest (Page 102)
Food and Drink - Summer 2011 - Retailers: The Unwelcomed Guest (Page 103)
Food and Drink - Summer 2011 - Retailers: The Unwelcomed Guest (Page 104)
Food and Drink - Summer 2011 - Retailers: The Unwelcomed Guest (Page 105)
Food and Drink - Summer 2011 - Arabica Coffeehouse (Page 106)
Food and Drink - Summer 2011 - Arabica Coffeehouse (Page 107)
Food and Drink - Summer 2011 - Kolache Factory (Page 108)
Food and Drink - Summer 2011 - Kolache Factory (Page 109)
Food and Drink - Summer 2011 - Reasor’s (Page 110)
Food and Drink - Summer 2011 - Reasor’s (Page 111)
Food and Drink - Summer 2011 - Three Things (Page 112)
Food and Drink - Summer 2011 - Three Things (Page Cover3)
Food and Drink - Summer 2011 - Three Things (Page Cover4)
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