In the last article, general practitioner, manager-economist, LNE Ukraine columnist Olga Suganyak promised to touch on the topic of donors and vampires in business. If you are waiting for the list: donors – 1,2,3, and the same about vampires, then this article is not for you. Although Olga Suganyak is a doctor, in the first specialty, but in ready-made recipes & nbsp; does not believe!
"Take 20% of highly loyal customers, 50% of products with a margin of 200%, cover 4,500 subscribers with this publication, etc." – did it ever work at all? We love private business because it makes people think and develop, for opening his eyes and sobering. And the task of a business coach & nbsp; – in helping the client "sober up" least painful and most fast way. Read more in the article estet-portal.com!
Business: people, products, customers
Reality – cruel, she will still dot the "i". It's just a matter of resources. How to understand what is a donor and what is a vampire of your business?
Everything that kills me - Makes me feel alive. One Republic
Business – it is a developing system, the homeostasis of which requires the input of forces, time, money, ideas, emotions, in the end, for its development. And everything that gives a resource to your business, and to you as its component: these are donors.
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Employees, Products, Procedures, Clients – All of the above can be considered from this point of view. Of course, there are many systems for assessing each of the components. For example, I really like the old BCG food matrix: cow, dog, cat, star. It is simple and revealing and immediately prioritizes the allocation of business resources. You can talk a lot about the classification of clients by psychotypes, profitability, loyalty. But let's take the simplified route.
So, VAMPIRES and DONORS. Where are the vampires – these are all the elements of your business that take away your "blood" from you; – your resource, your money, time, positive emotions, finally. And donors – all those elements that fill your business, give it the opportunity to live and develop.
Assessing the simplified scheme of business components, let's consider its three fundamental components:
- People like staff
- People like consumers
- Product as a business tool
Let's try to put them through the prism of a vampire-donor. What questions should we answer ourselves? for each component:
1. Brings me money?
2. Frees up my resources?
3. Gives positive emotions?
Let's take a look at an example!
People-Staff
The subject of analysis: a talented employee who is difficult to manage, he has a significant client base, but he has become unmanageable and constantly blackmails the company with his departure, publicly pushes the management, having no actual reason for this. Brings the company up to 10% of its profits.
Does it make money? Yes.
Release resources? No (Moreover, conflict resolution constantly takes your time and energy from solving larger problems, developing a business development strategy, finding or training new employees, searching for new products.)
Positive emotions? No (it's hard to keep a positive attitude when the team is riddled with stress, intrigue and gossip).
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Can negative points be changed? Well, firstly, if this is a valuable shot, then I think before the moment of in-depth analysis, you have repeatedly tried to resolve this conflict situation. My belief is that it is impossible to change an adult from the outside. Accordingly, the fact that such a "vampire" will start playing a team game, I don't believe it.
Parting with such an employee is an inevitable step, naturally it will be painful, but delaying this moment will only aggravate the situation, moreover, indulging the "employee vampire" it has a corrupting and demotivating effect on the entire team: either they will begin to adopt his techniques, or they will leave an uncomfortable place of work.
People-customers
Regular client, serviced for many years, constantly talking about more cheap procedures in other salons, openly says that she is ready to leave if she will not provide a significant discount. Sociable, the staff loves her (leaves a significant tip), has a wide circle of acquaintances.
Does it make money? Yes, but if you give the discount she asks for – no.
Does – free up your time? no (busy with discount requests).
Positive emotions – yes!
The client is in the “fork”, and having finally decided the first question, we will also close the second question and make the final decision.
If we give her the discount she asks for, we will lose money, but we will free ourselves from wasting time and keep positive emotions, and theoretically the task will move to the rank of NO YES YES. However, will you continue to have positive emotions towards a person who, as you suspect, & nbsp; did you use? Hardly. So NO YES NO. How can the problem be solved positively?
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Can I use her public relations resource? Negotiate with her the special conditions of her discount: for example, the unspoken function of the “agent of influence”, when a person publishes thank-you posts after the procedure, allows you to use your photo for publications, indirect advertising attracts your circle of friends to your salon. Such actions in our age of informational value are worth much more than 50 euros of profit per injection.
Options for finding a financial balance with a client – sea, this is taught by thousands of business trainings. Accordingly, your internal emotional balance of satisfaction from working with this patient will shift towards the positive. After all, you did not let yourself be used, but you play WIN-WIN, where both participants get what they want.
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In this format of assessment, you can approach any component of the business. The main measure of the approach is the assessment of the resource capacity – "usefulness", both for your business and for you personally. One of my old acquaintances liked to repeat: “And what do I do with it? No money, no fame…".
To judge soberly situation, cut off the ballast that hinders the development of business and not allow & nbsp; to manipulate oneself, to use oneself and one's business as a "food base"; various kinds of vampires – this is the simple and effective guarantee of a healthy business system.
Recall that Olga Suganyak is the speaker of the conference BusinessShot!
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