We know from the research behind Good Company that being a Good Seller pays off. Companies that systematically do the right thing as sellers achieve greater financial success. That’s because the good opinion of your company’s key constituencies – especially customers and prospect – matters a great deal to enterprise value.
But what if your company isn’t yet performing as well as you’d like in this area? How can you affect how customers and prospects feel about your company?
In this brief, focused webinar, McBassi CEO Laurie Bassi, teams up with strategic marketer Bob Sherlock to review how to assess where you are and build greater Brand Preference for your company:
- A simple framework for assessing your current degree of brand strength, and for building on that foundation
- How to get customers and prospects to recognize the Worthiness your company already exhibits
- Moves you can make to better stand out in your marketplace
Date and time: Tuesday, January 29, 2013, 11:00 am to 12:00 noon EST.
Space is limited – register today!
Most of us want to work for a “Good Company” – one that prospers because it is a good to its employees, customers, and the environment. But most of us also know how challenging it can be to make the necessary changes.
Over the past decade, we have learned a great deal about what it takes to get (and stay) good, both from companies that have succeeded, and maybe even more importantly, from those that have failed.
There are five components essential to successful change management:
- A CEO who “gets it” and commits the resources necessary for change to occur. If your CEO doesn’t fit this description, then this is where your change management work has to begin. You have to make the case for change in the language of the “C suite” – by presenting a compelling business case for change, based in evidence and hard-nosed analysis.
- Managers who are skilled in the behaviors needed to make change happen from the ground up. Achieving this requires a systematic, disciplined approach to change management. (Remember that “hoping” is not an effective change management strategy!)
- A performance appraisal system that supports the desired change. If you want people to change their behaviors, then that message needs to be reinforced through your performance appraisal system. For example, if the only performance that is appraised and rewarded is achieving short-run business results, then that is what will get done.
- Smarter measurement systems. Ditto on #3 above. In order for an organization to change, the metrics it uses to measure its progress must include some that focus on the desired change. In particular, they must go beyond short-term measures of productivity and profits.
- An HR strategy that supports all of the above. Change is about getting people to behave differently. As a result, HR has a critical role to play.
Change management is a subset of human capital management. Those organizations that build this competence are better positioned to be the good companies that will survive and prosper for years and decades to come.
(This post was sent this month via email to subscribers to the McBassi & Company monthly newsletter.)
The world’s leading companies already understand: to produce sustainably great results, they have to be a good company.
In this dynamic webinar you will explore and learn:
- How the best companies beat the competition by being good employers, sellers and stewards
- Just how good is your company, really?
- How your company can “change for good” – and stay that way
For your convenience, the webinar is being offered at two different times:
- Tuesday, November 27, 2012, 3:00 to 4:00 pm EST
- Wednesday, November 28, 2012, 11:00 am to 12:00 noon EST
Space is limited – click here to register today!
In case you missed it – in a recent Talent Management article, Good Company co-authors Laurie Bassi and yours truly (with discussion from Larry Costello as well) explore how your organization can create additional value from your employee survey.