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What the hell is FIT again?
Moscow rules apply to this newsletter. Once is an accident, twice is a coincidence, but three times requires a response. As I talk to many of you, I've been getting the question, "What the hell is FIT again?"
I'm no dummy. That means it's time to give a quick overview. I'll cover F this week, I next week and T the following week.
F.I.T. is shorthand for the proven process I use to insure that sales and marketing practices delight your people. It's opposite, a practice that infuriate your people, is guaranteed to lose, so we focus on delighting your people by finding their natural fit. Let's start.
F is for Focus.
Your company's strategy and how well it's communicated to and through your staff is at the root of Focus. Is strategy clear to your leadership? Is it clear to your management? Is it clear to the front line?
Here's the thing about your Strategy. Each member of your staff will buy into it for their own reasons and that's what I work on.
- Some wil buy in because they believe in your goals alone. Think about a company like Patagonia.
- Some will buy in because of their co-workers. Think about a union like the IBEW.
- Some will buy in because of your clients. Think about a non-profit homeless shelter for women and children.
The point is that it starts at the top and filters down. The leader or leadership team needs to be clear on why you're doing what you're doing. Management needs to be clear. Your front line needs to be clear.
"I know how we make a difference."
"I know how we do it differently."
"I love this part of the work I do."
After that, you can move out to communicating your intentions to clients, vendors, and influencers in a such a way that they'll help you spread the word.
F is for Focus. Simple, but not easy.
Next time you hear someone complain about a customer's behavior, ask them about your company's strategic direction. They'll be confused at first, but I promise that the rest of the conversation will give you fascinating insights into your company's F.
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