Here I go again, demonstrating to the world just exactly what sort of a business dinosaur I am. That’s ok. I don’t really mind. For those of you not exactly following what I am saying here, I would refer you to the title. I refer to paper. You know, that old technology, tactile foldable thing; paper. Most people don’t use paper anymore. If they want to take a note they usually type it into their omnipresent laptop or tablet, or if really pressed they will use their thumbs and try to tap it into their smart phone.
I remember attending a sales conference some time ago. For those of you who may not be familiar with sales conferences, these are events where the sales team goes to celebrate their previous year performance while also receiving their next year targets and objectives. I also understand that each day of the sales conference has a two drink minimum.
I am not going to discuss paper and its relationship to a sales team’s past performance. The paper that is normally associated with that is green, has pictures of past presidents (and others – Ben Franklin wasn’t a president, at least I don’t think he was) and is recognized as legal tender. In this case I am going to talk about paper and how it was used in relationship to the future targets.
Success in sales is a double edged sword. Do well and you are rewarded handsomely with commissions and recognition. On the other hand, do well and your next year’s targets will be raised so as to reflect your past success. They will usually be significantly increased. It is one of the basics of target setting. Beat them one year, expect them to be significantly increased the next. Such is the life and continuous challenge of being a top flight sales person.
At the sales meeting I was at, the Senior Vice President of sales had just finished congratulating the team on their past performance, when he turned everyone’s attention to the future. It was if he simultaneously and collectively hashed everyone’s “mellow”. He told them what their targets were for the next year.
The air left the room. There was an audible whooshing sound as the blood drained from the various sales leaders’ heads. What had been a celebration now sat precariously on the precipice of becoming an insurrection. The demanded growth was that large. It was impossible to achieve. It looked like it was going to get ugly.
This was when the wily sale vice president stood up and said.
“I don’t know how we are going to get to the number either, but the first thing we need to do is to put it on paper so that we can start working on it.”
He understood that while the goal sounded outrageous and unattainable, that the first step in generating success was to make the target real. Putting it on paper demystified it. It made the number real. And making the goal real, regardless of the perceived difficulty in attaining it is the first step in attaining it.
By putting it on paper you take something that may seem out of reach and reduce it to a number, or words on a piece of paper. Think about that for a minute. When it is on paper it is both bound and defined. It is no longer unbounded and undefined. It is real.
I thought this was a pretty spectacular way to regain control of the room. Sales people are not renowned for being the most forward thinking of strategists. Some of the really good ones that I have known are, but for the most part, maybe not so much. In any event, by telling the team members to write it down, and then taking a moment to pause in his presentation, which had the effect of adding more impetus to the request, he slowed the runaway new quota riot train before it could fully leave the last year’s performance station.
It took me a while to come up with that allegory. I am not sure that I fully like it, but I think I will leave it for now.
The simple fact of writing something down starts the planning and strategy process. Putting pen to paper. Once something is written invariably something else will be written next to it, or below it. Once the thought process starts other ideas will begin to evolve. Eventually plans and strategies will emerge. It won’t happen all at once. It will take time. But it all starts with just writing down the goal on a piece of paper.