Systemization secures steady results. The New Year is the
perfect time to review the processes and systems you have or need in your
office. As a management consultant, I am often brought into organizations to
increase capacity and improve outcomes. I do this through developing systems to
help organizations run smoother. Having processes in place creates consistency
of results and increases productivity. I just read a book addressing this
issue, The Checklist Manifesto: How to Get Things Right. In The Checklist Manifesto, Dr. Atul Gawande
reviews the role of checklists in different settings and then applies it to his
field of surgery. Checklists rose to prominence with flight checklists
developed by test pilots in 1935. The checklist for test pilots of the B-17 was
short enough to fit on an index card, with step-by-step checks for each
activity – takeoff, flight, landing, and taxiing.

Dr. Gawande proposes two types of checklists: do-confirm and
read-do. In do-confirm checklists, team members perform their jobs from memory
and experience and then run the checklist to confirm that the needed steps were
completed. In read-do checklists, team members perform the tasks as they check
them off – like following a recipe.

While Dr. Gawande does not discuss the application of checklists
to business settings, I have found much success using checklists in my business
and with my clients. Organizations can develop do-confirm checklists based on
the expectations of their team members. In an organization with clients, have a
checklist attached to the file with all of the needed components of the file
listed. The team member fills out the appropriate paperwork and then confirms
the information is included.

One read-do checklist that is helpful for a range of
businesses is a simple incoming call checklist. On it, include information
such: demographics/contact information of the caller and next steps. The key to
effective checklists is for them to be edited ruthlessly down to the essence of
what is needed. If something so complex as flying a plane can be made into a
checklist that would fit on an index card, any organizational process can be
distilled into its essence. By systemizing your organizational processes, you
will create consistency.

To think about: Which activity in my office could most
benefit from being systemized using a checklist?

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1.  Send out the newsletter quarterly. Since others do this also, send yours the second month of each
quarter – February, May, August, and November.

2.  Brand the newsletter with your logo, colors, and look. The goal is that when they see the newsletter
before reading it, they know it’s from your organization.

3.  Use a newsletter template –from your software: Word, Publisher or from a service such as Constant Contact,
who will at no charge assist you with developing a customized template.

4.  Develop a content template and use it for every newsletter. You may want to include the following:
executive director’s column, program updates, volunteer spotlight, employee spotlight, and how to help column.

5.  For each story or column, have 2 paragraphs and 1 photo. Keep it short and to the point.

6.  For photos – use photos you have taken, Microsoft downloads, or purchase a CD of royalty free photos at an
office supply store.

7.  Use clear, easy to understand words. Stay away from the multitude of acronyms used in non-profits.

8.  Proofread, edit ruthlessly, and revise. The newsletter represents the best of your organization. Readers
will have a negative impression if there are typos and bad grammar.

9.  End the newsletter with a call to action. Let people know what you would like them to do as a result of
reading your newsletter. Examples include: nominate people for your Board of Directors, make a donation, volunteer, etc.

10.  Have a subscribe/unsubscribe option at the bottom of the newsletter.

to think about: how can a newsletter help me build new relationships or strengthen established relationships?

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In this week before Thanksgiving, my thoughts are brought to being thankful for those
aspects of my life that bring me joy. Thankfulness is a 2 step process: feeling
gratitude (helps self) and expressing gratitude (helps relationships).

Focusing on gratitude creates a positive self-fulfilling prophecy in one’s life. The
more one focuses on what one is grateful for, that area of one’s life is
expanded.  I begin each day with meditation on personal and professional areas
of my life for which I feel grateful.

While you may feel grateful for your client with whom you enjoy working, if you don’t
share it with him, you have missed out on strengthening that relationship. I’m
a big believer in thank you cards. I carry stamped thank you cards with me so I
may jot a note while traveling. Thank you e-mails and brief phone calls are
also quick ways to connect with others. Saying thank you to two people each week is a great place to start.

Here’s a simple template for saying thank you:

Dear  ____________,

Thank you for being such a great client/colleague/leader. I have enjoyed working with
you on _____________. Your energy and enthusiasm are infectious. I really
appreciate the personal attention and  commitment to excellence that you bring to this project.

All the best,

Taking a few minutes each week to thank others will help you create deeper connections and meaningful relationships.

To Think About: Which relationships am I most thankful for? Have I let them know lately?

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What you give is what you get. This is never truer than with communication. I provided business coaching to an attorney who needed assistance with presentations and creating meaningful business relationships.  I asked “what is your view of people in general?” He replied “they are often liars and out to get you.” This was the exact message he was sending in his word selection and non-verbal behaviors. He assumed people were bad, so when he met people, he asked somewhat accusatory questions while having his arms folded across his chest. How would you respond if someone acted this way toward you? You would probably clam up and think “he’s the reason there are so many lawyer jokes.”

The goal in presentations and in day to day life is to create a feeling of openness and likability. Author Shellie Rushing Tomlinson says “I’m like a stray dog, unless you’re throwing sticks at me, I’m gonna assume you like me.” By projecting happiness even when things are not in your favor, you create a space where it’s easy for people to like you and want to help you succeed. Albert Einstein said “the most important question any human being can ask themselves is, ‘Is this a friendly universe?’”

To think about: are you assuming this is a friendly universe and how is that impacting your communication with others?

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In 1997, Just Between Friends was created in a living room in Tulsa, Oklahoma, when President Shannon Wilburn, a mother of two young children, and her friend Daven Tackett hosted a sale, while inviting 17 friends to be consignors. Promoted only in their neighborhood, the gross sales reached approximately $2,000. That’s when the idea caught on. Each season, a new, larger event was held. In 2003, Wilburn and Tackett formed Just Between Friends Franchise Systems, Inc., and began developing and selling franchises. Just Between Friends Sales are huge twice a year consignment sales events held throughout the country. Currently, they have 108 franchises in 21 states.  They have received national attention on several national television shows including ABC News, Good Morning America, CNN, Headline News, Inside Edition and CNBC’s The Big Idea.

I met Shannon Wilburn in Tulsa at the Spark and Hustle Conference. Shannon is one of the featured speakers on Tory Johnson’s Spark and Hustle Tour, 3 day intensive business development conferences for women entrepreneurs. Her energy and enthusiasm are magnetic. As a communication skills consultant/trainer, I was greatly impressed with her excellent presentation skills and her ability to engage and connect with each person she met. I interviewed her about how communication skills play a key role in her success as a business owner.

1.  Thea: What are the characteristics of a successful Just Between Friends franchise owner?

Shannon: The same characteristics of other successful business owners. Someone is who relational in personality, with a strong sales background, who is not afraid to talk about the business. It is also important to have someone who is analytical and detail-oriented. The person needs to be a “doer,” someone who will execute activities. We tell our franchisees, “if you build it, they will NOT come.” Franchisees have to market the sales and spend significant time behind the scenes doing work. We provide support to the franchisees to create strong relationships with their consignors.

2.  Thea: What is your communication plan for your franchisees?

Shannon: We strive to keep connected to our franchisees. We send out regular e-mail newsletters. Franchisees receive 32 hours of national training, an operations manual, monthly/bi-weekly webinars, 18 hours of on-site training, and an annual conference to support their success. We have a support staff of 8 team members who work with our franchisees. We have created Yahoo groups to foster relationships among the franchisees. This is especially helpful for our new franchisees who post questions and receive answers from more experienced franchisees.  We are in the business of making others successful.

3.  Thea:  How do you maintain a successful business partnership and what role does communication play in your partnership?

Shannon:  My partner and I are complete opposites and that helps. Daven is analytical and views things in black and white. I’m more vision oriented and see all of the sides of a situation. We have a clear division of responsibilities and we trust the other in her responsibilities. In communication, we know the traits of the other person. We each share our expectations with the other and strive to meet the other person’s expectations.

4.  Thea:  What communication tips do you have for building relationships with a customer base?

Shannon: Be very aware of how you are coming across, particularly in your writing. I always advocate “putting sugar on top.” I use smiley faces and lol in my e-mails. Since it’s a woman based business primarily working with women, I think it works. This allows people to take bad news more easily.

5.  Thea:  How important are training and conferences for your franchisees?

Shannon: They are huge! Each new franchisee receives 4 days of national training on how to run their franchise. Also, we have an annual conference at the end of each year. We time it so the franchisees can plan for their next year. When someone takes a risk and buys a franchise, they need to put in the time and effort to make the business successful. We can tell a big difference between those franchisees who attend the annual conference and those who don’t. Not only is the conference incredibly motivating, it also puts an emphasis on learning, training, and highlighting the practices of the top achievers.

6.  Thea: When I met you, I was struck at what an ideal brand ambassador you are. What are your tips for others on how to share their brand/product?

Shannon: If you are a part of a company and you don’t have the passion to share about it, you are in the wrong business. With Just Between Friends, we are in the business of making others successful. I help people save money and make money. I am very happy to share about this with others. Don’t feel guilty about telling others about your business, if the business you are doing is worthwhile.

I’m always looking for ways to share information about JBF. Recently I went to the mall with my children. I brought 100 promo cards of the JBF Tulsa event with me to hand out. After we finished shopping, I told the children “we have to give all of the cards away before we can leave.” If you can’t sale your business, you shouldn’t be doing it.

7.  Thea: What other communication tips do you have for business owners?

Shannon: You know your business and you need to focus on customer service. We’ve grown our business by word of mouth. You want your customers and partners to spread the word. If someone has a complaint about your business, address it. Recently, we had someone write about a negative experience on facebook. I responded personally and suggest that she follow up with the franchise owner. The franchise owner also provided an immediate response. It’s easier and cheaper to keep the customers you have than to get new ones.

Shannon Wilburn’s answers were consistent with what I have found working with clients over the years, she highlighted the importance of creating successful relationships. Annual sales of over $15 million are proof that her ideas and approach work. Communication along with hard work is the foundation upon which to grow a successful business.

To Think About:

Good communication comes from doing and taking action. What are you doing today to create relationships with customers, partners, and colleagues?

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