The importance of being in the field.
Last week I had the opportunity to speak to a number of small business owners and managers in the HVAC industry, an area where I have spent no small part of my career. This has had me thinking about growth from sole proprietor to a million dollar company.
Most leaders and managers of small organizations or teams started off as a functional worker or sole proprietor doing the actual work. As a small business owner the progression is, typically; Open a business in a field you know, have success because of your own skills and knowledge, hire more people who have similar skills and experience to facilitate growth, step back from doing the actual work and into a organizational role, hire more people, hit the wall… The wall as it was taught to me by Barry Burnett of BDR was when an owner has to start hiring people with skills more specialized than themselves.
This wall is usually when a company has to start breaking into multiple functions. For HVAC companies this is often when service, install, office staff are in place and working but it's time to add the sales team. For the restaurant business it's when the owner has to hire their back of house and front of house manager. For some businesses it is when a second location is opened.
Whatever it is, the owner/manager/leader (OML) must focus the majority of their time on the management of the business and staff rather than interacting directly with the customers. This is a scary time and a delicate time. Staffing decisions can make or break the business, a topic we have explored in the past. The next concern that an OML must face is losing touch with those customers.
An effective OML will keep their finger on the pulse of their staff through regular one on ones but there is also a need to be in the field. There is no substitute for direct observation. This could be planned ride alongs or shadow days. It could be impromptu visits with the team while they are working, either overt or covert. It definitely includes checking in directly with customers to get their feedback. This is especially true in business that relies on repeat customer loyalty and referrals.
As an OML don’t be afraid to get your hands dirty, keep your skills sharp and be visible to your customers. Don’t expect to be as good at the specialized roles that your team fills and use the opportunity to learn from your people. If you have picked the right ones they will appreciate your involvement and the opportunity to show you what they do. Your customers will appreciate that you care enough to be there.
Thank you for reading, I look forward to supporting you in any way I can. Drop me a note on LinkedIn, at my email address stratton@downeaststratmc.com or forward my intro blog to a friend. It provides tips and explores management principles.
