Poor execution is the appearance, poor management is the essence!
Employees come to the company only for two things, one is to make money, the other is to grow! There are only two reasons for employees to leave, either because they don't have enough money or because they are not happy! There are only two reasons why the staff's execution is not good, either the leadership is incompetent or Institutional incompetence ！
Poor executive ability of individual employees is a problem of ability; The poor execution of the company as a whole is the problem of management!
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Poorly executed 5 reasons
1. Employees don't know what to do
The company has no clear strategic plan that can be implemented, no clear marketing strategy, and the staff can not get clear instructions; There are also some companies whose policies are often changed and the strategies are repeatedly changed. In addition, the information communication is not smooth, so the employees are at a loss and have to rely on inertia and their own understanding to do things.
This makes the work focus of employees out of touch with the company, and the company's important work cannot be carried out or completed.
2. I don't know how to do it
Foreign employees generally have to go through strict training after entry, while domestic enterprises do not. They either go directly to work without training, or the training is not targeted and practical, or they just do motivational training and outreach training for employees. Employees are enthusiastic but still do not know how to work; Some only give employees some training on industry trends and macro strategies, but still do not give them methods 。
There is also a common deep-seated reason, which is that the middle and senior leaders themselves do not know how to do it, so they can't tell the people below clearly. The director can't tell clearly, the manager can't tell clearly, and finally the bottom layer of the real implementation can't do it.
3. The work is not smooth
If the soldiers are fighting on the front line, and the logistics supplies are not available, but the headquarters does not respond to the request for support, and the wounded cannot be quickly rescued, the morale of the soldiers will obviously be greatly affected.
The same is true for the company. Gradually, enthusiasm is consumed and the company becomes inactive.
4. I don't know what good it is to do well
In ancient warfare, if a city could not be attacked for a long time, the general who attacked the city usually gave an order: after the city was broken Soldiers can burn, kill and loot at will within three days. As a result, morale was greatly improved and the city was broken one day.
Sales always focus on the immediate, which is determined by the nature of the work. When the immediate benefits cannot be seen, there will be no great interest in doing it.
5. There's no harm in knowing whether to do well
If only The promise of "soldiers can burn, kill, loot and loot at will within three days after the city is broken" without the stipulation of "being a deserter and being cut off", some soldiers will certainly find a chance to escape, thus shaking the morale of the army. Knowing that there is no harm in doing well comes from three aspects:
First, there is no evaluation;
Second, the assessment indicators are unreasonable;
Third, the punishment is not heavy or there is no punishment.
The work achievements of many departments are not suitable to be assessed with rigid indicators. The work of these departments needs to be assessed by senior executives who understand the business based on experience. If senior executives are unable to make a fair assessment, employees with weak internal drive may slack off Work.
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Solve problems with poor execution 5 methods
When the reason for poor execution is clear, the solution becomes clear, which is to "Clear objectives, feasible methods, reasonable processes, adequate incentives and effective assessment".
1. Clear objectives
For the sales business line, a clear goal is to implement the indicators. Accurate and implementable indicators are the basis for budgeting, policy making, incentive assessment, and the most important thing in sales management.
2. The method is feasible
Yue Fei invented the hook and sickle gun, and taught the soldiers to hook the leg of the horse and break the golden trap. Without this feasible method, Yue's army may not win even if it is brave. Since the task of the execution layer is execution, the manager should provide specific operation methods for it 。
Making a feasible method requires the effective cooperation of decision-making, support and feedback.
First of all, the decision should not be based on the wishes of leaders, but should be fully demonstrated in combination with market conditions; Support can be business guidance from senior employees to subordinates, or professional internal or external training; It should be noted that for the executive level, teaching tools and methods is far more important than passing ideas. Motivational training will not bring much business growth, and problem solving is more about methods than enthusiasm.
There are always shortcomings in any method, and feedback during implementation will help to further improve it.
3. Reasonable process
In most enterprises, the process is not problematic in form, but unreasonable in execution. There are two unreasonable reasons:
1) The layman controls the layman;
2) The responsibilities, rights and interests are not equal.
4. Incentive in place
The so-called incentive in place has three meanings: strength in place, description in place and fulfillment in place.
Incentives should be competitive in the market, attractive among employees and affordable in the company.
The description of motivation should be concise and easy to understand, and it is best to visualize it.
Cash in place means that the company must keep its promise, because changes in midway policies caused by the company cannot affect the annual bonus of business personnel.
5. Effective assessment
Three points shall be achieved for effective assessment:
1) Assessment should really play a guiding role;
2) Avoid human interference;
3) The punishment measures shall be strictly implemented without interest assessment.
Domestic enterprises that have experienced a period of rapid development do not have the awareness and energy to improve the company's management, resulting in a serious mismatch between the company's management level and the size of the enterprise.
When the industry grows at a high speed, this mismatch is covered by high profits; After the industry has developed to a stable integration period, the shortcomings of insufficient management ability begin to appear, and poor execution is one of the most typical manifestations.
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