Make it Fun to Meet Your Goals

Sales, service and collections are what it’s all about. This three-legged stool has not changed since the dawn of newspapers. The only changes are the scenery around the stool and the way we go about achieving these goals.

I say make it fun! We spend approximately one-third of our lives working and some of us try to cram all of our enjoyment into weekends and a two-week vacation.

How do we change, where do we start? To begin, remove FEAR - False Evidence that Appears Real. Be open to new ideas. Let your people know it's better to have tried and failed than never have tried at all.

Make it memorable; the most effective speakers in the world are not politicians, doctors, lawyers and professors, but stand-up comics. People are more likely to remember something Jerry Seinfeld said that the President of our great country. Why? because it makes us laugh, it's enjoyable and we want to share it with others. Why not apply these principles to our daily lives both at home and at work?

A negative and forceful introduction of goals may create a sense of urgency but also creates a veil of fear and anxiety among those needing to achieve the goal. Remove fear and approach goals in a more positive way by stating what we will gain when (not if) we achieve our objective and then lay out a plan on how we're going to get there. Mention names of key players, people love to hear their names.

Create teams, inspire competition and award prizes because no matter how small it's still recognition. Give a name to your campaign or contest for reference. Creative contests I recall include: "Pile 'Em High and Watch'Em Fly," "Midnight Madness," and JAP (Just Add Papers) Attack." Oh yeah, that one got someone in trouble, but it's still remembered 20 years later.

These principles can be applied to all of our objectives whether they are sales, service or collection goals.

Many years ago a circulation director pointed out to me that promotion is one-third pro and two-thirds motion. Our job as managers is to keep this team in motion. We can do this by not only being the teacher but also the coach and cheerleader while maintaining one key ingredient – caring. Without this all else will fail. Always remember no one cares how much you know until they know how much you care.

Schwind is circulation manager for Homestead Publishing. He serves on the MDDC Circulation Committee.