The Lost Art of Execution: 'Easy Steps on Raising Your Bottom Line Through Execution' - By Christine Beckwith- National VP of Real Estate & Sales

'Reinventing a Successful Work Ethic in Your Company!'

It took me many years to realize that people by nature and by enlarge are not doers.  People disappoint when you are a teacher.  Anyone who coaches, teaches and trains will agree.  Yeah, I could recite a hundred clichés like “You can lead a horse to water but you can’t make them drink” and other well-known excuse phrases made by failing managers.  In fact, I could write a whole article on the statistical learning rate of the average person being 40%. A new learning retention rate of 30%.  But, that would only discourage us all.  No, I have spent my entire life applying tricks and traits to not only getting the horse to the water, but yes, making them drink.  BUT, the greatest trait I would credit to my own teaching success, is the fact that I myself am a doer.  So, what do I innately do when my class has ended? My speech is over?  My training is complete?  I check in periodically and consistently.  I “Inspect what I Expect”!  And... that my friends is the #1 tip I can give to any leader.  Sounds stupidly simple, yet it is by far the single most forgotten thing by a large percentage of managers. It is also the top thing missed by most semi decent leaders.  However it is never missed by seriously successful leaders.  Some people call that “Micro management” and they poo poo the idea of this. Say that they are leading “adults” and as such they don’t need to “babysit”.   Have I made enough quotes in this lesson yet for this to sink in?  I can state to all of you, this is not micro management.   No one invests something they expect returns on, without a daily monitoring requirement except human behavior. Think about it name someone who enrolls, implements and stipulates change without a desired outcome? Ya. You’re starting to see what I mean.   

So, let’s break down further, where I have seen companies miserably fail in this area. A great story I can share is that in 2007 the mortgage industry was absolutely imploding, as we all recall.  AnnieMac had to shift gears like all other companies and I had to lead the charge on our core value proposition in a new model, Realtor Partnership curriculum and technology.  At the time, we adapted this differentiator, it was being offered to 6 other lenders as well.  So, 7 lenders in a race to create elite offerings at a time when real estate was being punished by the crimes of our past.  Fast forward two years and we would find ourselves the only lender who was getting real tangible results with this program.  Why? Execution.  We had put the tool in place, implemented a training program, help desk, escalated visibility of the program in all departments, recruiting, sales and retention and had basically made it top of mind and from that grew our then minimal purchase platform to tens of thousands of realtor affiliations while watching our competition die on the vine, some even close, but all 6 of our competitors with this program fail.  Those stats are staggering wouldn’t you say?   That is just one example of thousands.

Today I see young new originators jumping in this industry who are eager to learn.  With a robust education system and on-boarding I’m lucky that our company helps them learn todays products and systems while addressing philosophical mindsets, emotional intelligence and change.  Everything is measured and all is inspected.  While we still see people occasionally fail, our retention rate is far higher than our competition and so is our time to production. In fact, we have doubled the production of our sales force 80 percent of the time in under 18 months.  Why? Execution of our program implementation.

So, if you are a student, employee, manager or leader in any facet on either side of the fence. I will simply say this.  To be the very best, you must apply what you learn. You must act on your notes that you write during class. You must measure what you are doing, regularly and you must also practice what is new until it becomes innate.  If you are a leader you must find the way to get them to show up and then, you must deliver an amazing class, shake their hands and put follow up inspections in place where you measure the success of the execution of every person you taught. I would not end a class without verbalizing that expectation and THEN I would do what I said I would to a T because the first time you don’t you have lost your respect and following. 

Every task you do should have 3 check points after.  In your calendar with tangible measurements.

Finally, I find that if you want your troops to shovel harder, you must grab a shovel yourself. Too many leaders let authority go to their head. They sit in their plush seats in their Ivory towers and bark down orders to a fleet that cannot “flank right” as asked without casualty and the reaction of your troops is defiance because they see the leadership as out of touch.  The very best way to get that fleet to attack that hill is to place yourself amongst them and run shoulder to shoulder at the hill.  You will be more relatable. You will be more believable and most of all, you will give applicable and relevant guidance from the ground.

So, in summary:

1.  Inspect what you Expect:  Set up at least 3 Check Points where you measure in tangible terms the results of a project, performance or production.
2. Motivate your subordinates to not only attend, but to expect inspections after they leave the classroom, or the change is implemented.
3. Coach them from the field not the sideline. Be relevant. Earn their respect through integrity and hard work.  

Leadership is earned not rewarded. Management is a job, but Leadership is a responsibility and an honor.

This is not my opinion, this is a fact.

#mysalestruth