Screen Printing San Diego / Discipline 2 at Breakout #61
This content was written for BREAKOUT CREATIVE
What business are you in? How well do you know your business? What actions are you taking to develop your vision? We are BREAKOUT CREATIVE. For over a decade, we’ve been a recognized leader in the Screen Printing San Diego community. We are a learning organization. To continually improve ourselves and the perception our community has of us, we are adopting “The 4 Disciplines of Execution” by McChesney and Covey. This article hopes to outline how we are approaching and responding to Discipline 2 – Acting on Lead Measures. Give us a call today at 858-513-1799!
Discipline 2 hit me like a hammer. For years, I was focusing on the wrong things – the Lag measures. Mostly, looking at year over year or quarter over quarter numbers, analyzing periods of time that are already over and done. Making the switch to focus on Lead measures and defining activities that drive current and future performance is a paradigm shift that is long overdue. But drilling down to get the accurate data on lead measures is deep drilling. Lag measure data is far easier but lead measure data does more to drive results. This discipline alone will do more to secure our spot as a recognized leader in the Screen Printing San Diego community.
It begins with sales. In our case, sales are driven by either: outgoing (cold and warm calling) and incoming (emails, phone calls and walk-ins). The good news is outgoing sales is my area of expertise. We have great data that shows how many dials, contacts and opportunities I must make TODAY to achieve predictable sales results in any period (yearly, quarterly, monthly, weekly, etc.). Discipline 2 required us to create a system and a spreadsheet that tracks incoming leads. We measure how many incoming leads, how many converted, our average sales volume, and our closing percentage. We then apply these numbers to our next WIG to determine how many leads we need. We adjust our marketing efforts accordingly and set targets that are achievable going forward.
Production begins with design. Design is art preparation. We determined we need to reduce the amount of time it takes to move an order from a “quote” to “approved.” To move a job from a quote to approved requires the customer to have viewed the design, perhaps make a revision or two, then 100% approve of the final. This usually happens via email. But we found that it was taking far too long for our customers to respond to email alone. To solve this, we hired a dedicated “verifier” whose job it is to call and re-email clients, moving their job to approved status.
Finally, the job is approved. It appears on our job board and a deposit is secured to purchase the product (apparel or other) that we will be producing. Again, we find that we need to reduce the time it takes to have the product on hand to produce the job. We set a hard deadline of 1 week for the product to arrive and the job to begin. As for production itself, that is the area we excel at. Our jobs are outstanding – but getting the order from written to approved to ready to print- these are the areas that required our improvement.
If you’re looking to partner with a screen printer who’s devoted to delivering impeccably printed product on time, think of Breakout Creative. We demand more of ourselves that anyone in the Screen Printing San Diego community ever has. Give us a call today at 858-513-1799!