25 February 2014

Is Your Halo Hindering Your Business? (And Three Ways to Get Beyond It!)

When is the last time you were able to close a deal with a coveted client without doing any work? You’re probably shaking your head wondering if those type of clients even exist. As a business owner, you know there’s no such thing as a free lunch.

In an increasingly competitive economy, what it takes to get that “lunch,” whether it’s winning new clients or coming up with innovative ideas or products, seems to be getting more and more expensive and the “portions” shrinking no matter how many hours you work (which, according to a survey from the Guardian, is around 16 hours per day for some!) Unfortunately, the results of those hours don’t necessarily correlate to success for one reason: ourselves.

It’s called the “halo effect”—the belief that the hours and talent we’ve dedicated to the “sell” are enough. It’s understandable: we think we’re performing at a higher level than we actually are because of what we’ve invested to get there, and we don’t believe that, maybe, we aren’t doing as well as we could be.

But the halo effect is wrong, and it can cripple your business.

Unfortunately, our time and effort are not enough to guarantee success. In fact, the halo effect can brainwash us into believing we have done enough, so we give excuses for why our company is falling short. Those excuses hinder, and can ultimately devastate, business growth.

If you’ve found yourself in this situation, it’s time to ask if your business is executing all of its available tools. To get beyond the halo effect you must utilize these three things: the customer experience, sales, and execution. When it all lines up and locks together, your company becomes successful.

Here are three tips to take your business beyond the halo:

  • Be responsible.
    Chances are, if you’re reading this article, you already take this step seriously. By asking yourself, “Am I doing everything necessary to make my organization the best it can be?” you’ve done what can be the most difficult part—recognizing that there’s room for improvement. Now, you’re ready for actionable steps.
  • Ensure accountability.
    Maybe you have an inkling that your calls aren’t going so well. You’ve popped in and heard some things you’re not happy with, but your employees ensure you that the call was a fluke or that the situation doesn’t happen often, and so you continue with business as usual. This way seems easy, but not knowing what’s really going on with your company’s calls could ultimately cost you. You need to start recording your calls so you know exactly what’s happening. Then, you’ll be able to correct any negative behavior as well as reward your exemplary employees. You’ll also be able to use your recorded calls to train your employees well, which may help you with employee retention.
  • Use the information from all of your available tools to make the changes necessary.
    By using tools like call recording, you’ll gain an excellent perspective on how your business and employees are doing in the moment. But consider the value in expanding your “tool kit” to include reporting, lead generation, and ROI. With these tools, you’ll be able to adjust marketing campaigns, better configure your business to serve your clients, and improve your overall bottom line. You’ll be investing in the health of your company and ensuring its future growth.

One of the most rewarding benefits of looking beyond your perceived self image—your halo—is that you’ll be able to move beyond what needs to be fixed into what your business can become. Give us a call or contact us to see how we can help you get there.