3 Key Takeaways From “Onward” That Apply to Sales Coaching
In his attempt to help individuals escape “The Matrix”, Tom Bilyeu, founder of Impact Theory, has a reading list of 25 books which he recommends that everyone read to better understand how they can unlock their potential. I have decided to dedicate myself to reading a book per week for the next 25 weeks, and to review each book anecdotally with application to coaching. Let’s enjoy the journey together!
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If you’re enjoying this blog series and always looking for ways to grow and develop as a leader, consider attending one of EcSell’s sales coaching events in Nashville this April:
Sales Coaching Academy (April 9, 2018)
Sales Coaching Summit (April 10–11, 2018)
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Book # 17: “Onward” by Howard Schultz
Starbucks is not a coffee company that serves people. It is a people company that serves coffee. The conviction to this belief is what drives the behavior and actions of Starbucks CEO, Howard Schultz, in every decision he makes. Onward is an exceptional book about the important role that human emotion and human compassion plays in our lives and business performance. When reading this book, it becomes crystal clear how a business can care deeply about their people and mission, as well as their profits. Those two items do not need to be binary.
I have always liked Howard Schultz. Every time I see him conduct an interview his demeanor is authentic and compassionate. In my opinion, Schultz seems like a CEO that gives a shit about his employees and customers and not just the results they bring him. I’m not a regular Starbucks customer by any stretch of the imagination, but after reading this book, I can now understand why they have such a cult following. Starbucks cares about their employees first, customers second, and shareholders third — in that order. I love companies that think and behave like this!
When Howard Schultz returned to his CEO role at Starbucks in 2008, he knew that he faced a much different challenge than the one he did when he originally built the company from the ground up. However, what had not changed was his belief in the power of his people and the power of human emotion. This book focused more on the power of purpose and humanity than it did about numbers and strategy. For that reason, Starbucks was able to persevere and thrive through tough times without losing their soul.
3 takeaways from “Onward” that apply to Sales Coaching
1. Get outside your industry — Howard Schultz spent a lot of time learning from peers outside his industry when he was trying to revive Starbucks. As a leader, you know your industry from the inside and out, but what are leaders outside of your industry doing to improve performance? Your next big coaching or leadership idea is not likely to come from inside your industry. Move outside of your comfort zone and start sharing your best practices and ideas with other successful sales coaches.
2. Invest in yourself — Starbucks, like other companies, recognized that their store managers were the most critical employees when it came to company growth. Upon recognizing this fact, Starbucks realized they were not developing their managers as leaders or empowering them to be successful. Your sales team’s results will reflect how effective you are as a coach, so what are you doing to grow your skill sets? When is the last time you escaped to a professional development event focused on sales coaching and leadership improvement? The law of the lid is a real thing, and you are the lid — raise it!
3. Collaborate — The sum of your parts is greater than any individual on your team. Howard Schultz understands this as well as anyone and is not afraid to hire people smarter than himself, nor is he afraid to receive feedback from every level of the organization. Take your team meetings seriously and be intentional about encouraging group collaboration. The most effective coaches ensure that ideas are being shared from the bottom up, not just the top down.
The following passage from the book might be my favorite paragraph I have read to date during this challenge:
“ Starbucks’ coffee is exceptional, yes, but emotional connection is our true value proposition. This is a subtle concept, often too subtle for many businesspeople to replicate or cynics to appreciate. Where is emotion’s return on investment? They want to know. To me, the answer has always been clear: When partners feel proud of our company — because of their trust in the company, because of our values, because of how they are treated, because of how they treat others, because of our ethical practices — they willingly elevate the experience for each other and customers, one cup at a time. ”
I believe that business is much more than numbers on paper, quarterly results, or shareholder value. Yes, those items are important, but they are simply results of the emotional output being executed by the human employee. If you don’t believe this, or don’t wish to entertain this philosophy, than I would advise passing on this book. However, if the passage above strikes a chord with you then I would recommend digging in — you won’t be disappointed. Onward!
Next Review: Incognito The Secret Lives of the Brain
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