When employees slowdown in their work, your business operations will also slow down. We can blame that to a lot of factors, like slow sales cycles or non-delivery of important equipment, but one of the most commonly overlooked (as well as the most damaging) could be as simple as a change in marketing strategies or processes.
As a business owner or senior manager, we all want to employ the latest tools or innovations in the sales process in order to make a profit. But with our desire to change quickly, we often forget to prepare our own people for it. For this reason they end up in the dark and have a hard time meeting your demands through your new parameters.
You should have coached them in the first place. But since you have most likely implemented the change already, you might as well prepare your marketing team throughout the process. And that means coaching them at times when their performance goes down.
To do that, you need to remember the four steps of effective coaching:
- Explanation – when implementing a change in your marketing process, you need to first explain why you are doing it in the first place. You need to give meaning to what you are doing. You need to share with them your strategies, your plans in reaching your goals, the contribution of each member, as well as the rewards for a successful completion of the task.
- Clarification – after the explanations, you need to ask your employees if they got what you are saying. Never move to the next step unless you and your team are clear already on what you want to achieve in your marketing campaign. In case of problems with performance, it is best that you choose the right time for a quick discussion, like employee breaks or something similar. Do not judge them until they have explained their reason for weak performance.
- Participation – for performance issues, get the on board in problem-solving and strategies. Tell them clearly what you need done and help them come up with solutions that they can work on. Try to figure out the root cause of the problem (is it the new business process you implemented, personal issues, employee interactions, etc.). Usually, they can provide you details that can help you nail down the cause and resolve it to the satisfaction of both sides.
- Appreciation – as a manager, you should be able to recognize success in whatever endeavor that your prospects can do. Monitor their performance. If you see anything that is worth your praise, then do so. Show them your appreciation, considering their actions based on who they are, not just on what they are doing.
As a business owner or senior manager, you should know how to guide or coach your employees well. With the way business and marketing evolves rapidly, you should also be up to the task of preparing them for the changes. This is for the sake of your continued success in business.