9. Assembling Your Loyal Business Building Team
Let’s say that you have good email marketing skills but few in personal selling. What would be a better use of your time – to get on with product selling and spend less time on email marketing or recruiting selling skills into the business to help you out?
The subjects of recruitment and outsourcing concerns choices between CORE and NON CORE work.
Ultimately CORE work boils down into two principle activities:
1.) Getting more customers with great sales and marketing tactics
2.) Giving customers more value with a pipeline full of products and services
NON CORE work, as we have said in Module 2, is concerned with ‘technical’ work.
What you have to do is decide what type of work you should concentrate on. I think by now you should have begun to think about concentrating on the CORE work of the business.
This means that you should clarify what you – and your business – can really do that’s of real value for your customers and then focus on capabilities to build and sustain this positioning.
Peter Drucker, a favourite business writer of mine, goes one step further. He says;
“Do what you do best and outsource the rest.”
Which question are you asking yourself when you consider outsourcing or recruiting someone?
When you take the outsourcing route your focus is on getting an activity done – one which might be done better by someone else. You are forced to continually go through the selection process each and every time you need the job done but you should never ask the question “where or how can this be done the cheapest?” because you’ll always end up with what you deserve.
Outsourcing and recruitment is about finding and then developing long term relationships with people who have expertise outside your own. The better question to ask is “how can I maintain access to a talented person who can do – or help me do – XXXXXX on a long term basis, so I can get ON with the business, seize on new opportunities as they present themselves and be assured of a quality job?”
