SalesForceXP: January/February 2009 Coverstory: Two Words to Live By

COVERSTORY

SalesForceXP January/February 2009 Cover Two Words to Live By

by Paul Nolan

The two most important words for management by example during tough times are communication and recognition. "Communicating in a crisis is not reserved for world leaders," says John Baldoni.

He implores managers to be seen, be heard and be humble, and he cautions leaders not to mistake communication for constantly talking. Often, a leader's most important contribution is simply being present.

"Communication is more than articulation of a message, taking time to listen or even learning from observation. The essence of communication from a leader is connection," says Baldoni. "It's the leader's responsibility to be present to give direction, listen to what people have to say, seek input from others, and learn what could or should be done."

It also stands to reason that if you recognize your salespeople's success in good times, it's doubly important to recognize their victories when making the sale is considerably tougher. Too many companies cut rewards out of the budget during economic downturns, says recognition specialist Bob Nelson, president of Nelson Motivation (www.nelson-motivation.com). "The times when they need recognition the most, we tend to do it least."

Smart managers think beyond the down cycle and realize that recognition is proven to be an effective retention tool. When the economy gets back on its feet, your competition may be in growth mode. Employees consistently rank recognition for their good work as the most important factor in determining to stay with a company.

"The great mother lode of employee motivation and job satisfaction lies in the cycle of Challenge followed by Achievement followed by Recognition - the CAR motivational cycle," says Leigh Branham, author of Keeping the People Who Keep You In Business (Amacom, 2001).

He warns managers not to fall into the money trap. Too many managers believe that only cash motivates their salespeople. Most employees report that the factor that keeps them motivated and committed is the opportunity to be challenged, achieve results and be recognized.

Non-cash rewards have longer-lasting "trophy value," which is another important factor for the manager who is thinking beyond the bad economy.

"If you don't tailor the reward to the employee, the reward will not have the motivating effect you desire," Branham says. "When in doubt, just ask.".