Seth Godin, marketing guru (the last two words are mine) has an interesting post on his weblog today.

He asks, “If you had an hour with your team or your boss or a prospect, how many things would you tell them?”

He goes on to suggest that you focus on just one thing and sell it hard.

Similarly, when you gather the troops for a discussion of the things that aren’t going right or the things you want addressed, consider hitting them with just one thing to change.  And make it a specific thing.

DON’T DO THIS:  “We’ve got to work on our customer service!”

It’s not specific enough and gives your employees NO IDEA how to implement your big “customer service” initiative.

DO THIS:  “We need to pay attention to the parking lot and greet each person arriving on the front porch.  Don’t forget to hold the door open for them.”

That makes sense.  Boss wants us to meet people on the porch and show them in as guests.

The next day, TRY THIS ONE: “Great job yesterday.  It was obvious that our visitors appreciate us meeting them so quickly.  In addition to that, let’s start answering the phone on the first ring, if possible.  And make sure you’re smiling when you answer; it makes you sound inviting and friendly.”

Maybe a few days later you hit them with:  “You all are doing a great job.  I can already tell how much improvement we’ve made by the nice comments our clients are giving me.  Today, I’m having each of your cars washed by a mobile detailing service as my way of saying thanks!”

Positive reinforcement is important, as it will tell your employees that their actions (and extra effort) is paying off and you notice it.  Maybe you won’t have their cars washed, but you might have a nice lunch catered or give them all complimentary movie passes.

Remember, your employees need to see that the clients appreciate their extra efforts and that you do as well.