Sales Through service 14; Issue number 12


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Part 14 in a series of articles from Sales Through ServiceHow to make customers want to buy again and again and again (because you’re so ‘great’!) by Guy Arnold 


Issue Number 12 – Getting Great People at a Sensible Price

What’s the issue?  So often people complain of two things – either they can’t get hold of great people (or people look great when they start, but then deteriorate quickly when they get going in the business properly), or they can’t get great people to work for them at a sensible price.

Again, this is completely normal and an issue that all businesses face constantly, and if you’re experiencing it, be aware that it is quite normal and it’s not just you!

Well, when businesses aren’t set out and organised around a clear Customer Focused Mission with all of their processes filtered through the customer’s real needs, the only thing that a potential employee (potential internal customer), can measure them on, is pay. So why does this happen? 

So, people join you for the wrong reasons (people can be very good at appearing excellent in interview situations, but it’s only when they start working for you that you see their true colours).

Or, the best and most suitable people aren’t attracted to you because all you are offering is money (and not enough of it!).

The answer is of course, counter intuitive: great people are attracted to great organisations: so you need to turn yourself into a great organisation.

How do you do this? 

  1. Customer Focused Mission (as above): this really is Vital: great people want more than pay, they want ‘to do something worthwhile’ or ‘to make a difference’.
  2. Make sure all of your processes are filtered through your internal customer’s real needs: (so what are the real needs of an internal customer?) 
  • Trust: they want to trust you, they want to work for an organisation that is trustworthy and is going to reward excellence with progress, and the ability to earn more for being excellent and driving sales. 
  • Easier life: they want to work for an organisation that is going to enhance their life and make it happier, more rewarding and engaging. 
  • Attention: people want to work for someone who treats them like they matter.  People who have systems and processes in place to reward individuals for great actions, catch people doing something well and listen to feedback systematically and continually. 
  • People want to work for organisations that are progressing: these are the ones that use the ‘Go The Extra Inch’ principle. (And Great people avoid Organisations where change is constantly driven by reorganisation and uncertainty). 
  • And people want to work for organisations where their goals are clear and their jobs are related to the key goals of the business (clear, simple and powerful measures aligned with individual goals and targets).

        It makes sense doesn’t it?

A great example of this is an organisation in the UK called John Lewis.  They recently opened a branch in Exeter, in the South West, and were oversubscribed by at least ten times the number of jobs available. 

Now, you would expect that in times of economic problems, the majority of the people who

Money is important, it is important to pay people well: but it is much more important to meet and exceed your customer’s real needs using the principles outlined above.applied were un-employed when they applied: but this is not the case: over three quarters of the people who applied were already in work, but looking to move to an employer who offered all of the things we have just outlined above.


Next time: Issue Number 13- Making your Marketing Effective

Republished with author's permission from original post.

Guy Arnold
Guy is the author of 'Great or Poor' ( ) … a simple and effective system for delivery of consistent and continually improving customer experiences, 'Go the Extra Inch' the effective way to empower your people, and 'Sales through Service' ( ) how to sell more through repeat business, referrals, round sales and reputation (the 4 R's). Guy helps Organisations large and small to systematically make more sales for lower costs, through 4 simple principles.


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