There are literally thousands of factors that can affect the outcomes you seek in implementing an ISA department in your business. To help you get your head around where to start and what the key factors are in building a predictable and scalable ISA department in your business, I’ve distilled everything down into seven key areas that will have the biggest impact on your business.
Here’s a brief look at each element and the part it plays in the entire ISA process:
Hiring the right people helps you create predictability for both your organization and your sales department. Good employees flock to companies like Microsoft, Apple, Coke, and Frito Lay, and stay, because they simplify life for them and provide an atmosphere of consistency and growth (otherwise known as a predictable experience). When good people stay at your company, you can rely on them and their efforts to produce high-quality work and a consistent experience for your clients. When clients see this, they not only do repeat business with you, they also refer their friends and family, which means you now have a “machine” that produces consistent and predictable sales for you.
Making good choices with hires also helps you avoid the Potted-Plant Syndrome (PPS). PPS is a “disease” that affects an individual in a group of people. The disease presents itself when the person joins a group of people, but does not participate in discussions, improve the culture, or add value to his/her surroundings. The individual does nothing but take up space—like a potted plant. Good hires prevent this from happening.
Peter Drucker once said, “If you can’t measure it, you can’t improve it.” This holds especially true when it comes to the effort your ISAs put forth every day. By accurately measuring the effort your ISAs exhibit each day, you are able to determine a baseline of productivity for the dials, contacts, nurtures, and appointments he/she produces daily. Having this baseline gives you the plumb line to determine if more effort is needed or not, and more specifically, where the additional effort is needed to reach your goals. It also tells you when (and when not) to spend more money on labor so that you’re not throwing money away generating more leads and hiring employees when you don’t need to.
The one thing you can’t teach anyone is to be fearless on the phone. Other than that, every other skill you need to be successful on the phone can be learned. The important thing to remember is that your ISA needs to have all the skills at his/her disposal to be a beast on the phone. I liken it to being someone who disarms bombs: That person doesn’t just want to know some of the skills necessary to disarm bombs, that person wants to know all the skills.
In mastering all the skills necessary to be a rock star on the phone, your ISA will not only be more independent in his/her daily activities, he/she will convert leads at a higher level…leading to more and better appointments and ultimately, more listings and sales.