Thursday, April 28, 2011

The CRM Finish Line

Once you have gotten through the CRM hurdles, it's only natural to start looking for the finish line. Surely it must be close. I mean, come on... you've worked so hard. Clearly deserve your reward or maybe some recognition - or at least the satisfaction that comes from a job well done. Actually, forget satisfaction... you deserve a medal. Right? Or at least a rest. 

Unfortunately, the problem in looking out for the CRM finish line is that you must assume that there is actually is one. I hate to be the one to break the news to you: there isn't actually a CRM finish line. In fact, this is one really, really long race.

I know that right now some of you may be thinking how depressing this sounds. You have worked so hard ... endured so much... and for what? Now I'm telling you that you aren't done - and you don't even get to rest. You may feel a little like Sisyphus, the guy in mythology who was doomed to spend eternity pushing a huge rock up a steep hill only to have it roll back down each time he got near the top. (OK, I admit I took way too much Latin as a kid, and I've been looking for a chance to use some of it... but I digress.)

But wait. Don't get discouraged. The fact that CRM is never finished is actually good news. (And yes, I am one  of those annoying glass-half-full  kind of people). Because there is no finish line, it means that, when it comes to CRM, you don't have to worry about being in a hurry. You can take your time. It's not a competition. In fact, all you have to focus on is moving forward and getting a little better each day. If you just do that, you will have won the CRM race without even breaking a sweat.

Wednesday, April 20, 2011

Stop Selling and Start Helping

So many attorneys are hesitant about developing business because they don't like the concept of 'selling.' They bristle at the thought of picking up the big, scary telephone or meeting with a prospect one-on-one to 'pitch' their services or, even worse, having to 'close' business.

If you are one of these lawyers, I have good news for you: you don't have to 'sell' to develop business. In fact, I don't even recommend it. Experience teaches us that a sale is often just the pleasant by-product of helping a Client succeed. So instead of selling, you should be in the Client success business. 

To help your Clients succeed, first you must first understand their needs. To do this, you have to do your homework to gain an understanding of their business and industry. Then you need to plan and prepare to have a business conversation them. This conversation will involve a ‘needs assessment,' which simply means asking questions that are designed to surface the Client’s challenges, issues and/or problems – aka needs... 

Wednesday, April 13, 2011

The CRM Hurdles

While you are running your CRM race, sometimes you can get ahead of yourself - even though you paced yourself, hit your stride and were prepared to go the distance. Your goals are set, everyone is trained, the data quality is under control, the assistants aren't complaining, the technology is chugging away - and, most importantly, your attorneys are actually using the system. Yep, it’s all downhill from here.

Then suddenly you run into the CRM hurdles: Out of nowhere, your key staff person quits. The venerable old server finally gives up. The attorneys’ new smart phones pour a river of personal and incomplete contacts into the database. Your time and billing integration doubles the database with duplicates. Microsoft stops supporting the software you've been using since '03 forcing you to upgrade to 'the Ribbon' and retrain everyone on everything. The custom integrated software you had developed is no longer compatible with the new release and will have to be rebuilt.

You suddenly feel your heart racing and you're thinking of giving up the race. But now is not the time to stop. You’ve come so far. There’s no turning back now. To keep pace through the CRM hurdles, you just need strategy - and a good sense of humor doesn't hurt. Just try take them one at a time - slow and steady - and keep breathing. The finish line is in sight. It'll be ok... 

Tuesday, April 12, 2011

An Early Course in Leadership

In February, 1971, I was a more or less lost, nineteen year old human being. I'd failed the first year of college, during the height of the Viet Nam war and was in danger of losing my deferment. I had been told emphatically by friends in 'Nam to do everything in my power to avoid service. To that stress was added my mother's preparation to move to remote, Southeastern Arizona to take a mining company job at a copper mine in the mountains. My younger brother and sister were going with her, but I was on the cusp of leaving home, and I had to decide what to do.

I'd had a couple part time jobs since blowing my 69/70 freshman year, and was enrolled at community college. I'd also had a failed roommate relationship with a friend whose father heard that I partied too hard, and insisted that he move. I was...miserable, and lost.

My mother offered to help me get a job as an orderly in the operating room of the hospital where she was a nurse anesthetist. I hemmed and hawed, and was honestly frightened about that encounter with the rawness of the surgical environment. But things closed in, and I had to take the job. It was very rough going in the beginning, as needless to say, the OR is not for the faint of heart. But out of necessity, I persisted. The family was gone, and I had nowhere to go and no one to be with but my little efficiency apartment, my girlfriend, and school.

Compressing things somewhat, I was eventually trained to become a surgical assistant, and became quite proficient in almost all areas of surgery, but mainly in orthopedics, cardiovascular and chest, and neuro. I kept the job well past graduation, until I landed my first mental health job (another story altogether) and eventually went on to graduate school.

The OR is a concentrated heirarchical environment, with the surgeon at the pinnacle. You can see all manner of leadership styles there, from the totally insecure rage-aholics who throw things, insult staff, complain about everything and browbeat whoever will allow it on up to those whose grasp of leadership can be said to be sublime.

It is this last I want to talk about here. There was a surgeon named Dr. Wayne G, who had been a flight surgeon during the Korean Conflict and was the epitome of the 'right stuff'. Instead of putting on a show of arriving in the OR, Dr. G merely washed his hands, came in the room, gowned and gloved, and greeted each individual by name. He was quiet, but radiated strength and commitment.

When he asked any member of the team for something he needed, he always phrased it this way, "Blank, would you please get me this, hand me that, or find that for me? Thank you." If he needed particular assistance, he would say something like, "I would really appreciate it if you would X, Y, or Z" If someone was struggling with a request they didn't understand, he would educate them. When I was in my early training phase, he would tell me the instrument he needed, and if I did not recognize the name, he would point it out, matter of fact, without drama, impatience or sarcasm. He never, ever lost his cool, because he knew that would cause others to lose theirs, and with a human life hanging in the balance, cool heads must prevail.

When procedures were over, he thanked everybody for their help by name, and congratulated us for a good job.

In a study of leadership, we can see that Dr. G had a complete grasp of 'being a leader' as a state of being, rather than as a transitive verb. People automatically fell into line, because they felt safe to follow. He radiated confidence, politeness, gratitude, compassion, understanding. These are the qualities people look for in their leaders, and if they find them, then they will be looking for ways to fall in behind them.

I call this 'Sign Up'- the desire in all of us to join an enterprise larger than ourselves because we have been shown a way by a trustworthy leader. It should be obvious that this human tendency can also be used for negative purposes as well, i.e. cults, bigotry, war etc. But even in these negative environments, the leaders still show the basic quality of being 'safe to join'.

If you are a leader of other humans reading this, and are struggling with those you lead, ask yourself if you are using the methods employed by Dr. G-

Do you really know their names, and who they are?

Do you greet them, and ask how they are doing, even if you know you'll get stock answers?

Do you listen to what they say?

Do you use your manners, your Please and Thank You's?

Do you express your gratitude for their help?

Do you keep your cool at all costs?

Do you spread shame and anger, or do you spread confidence and cooperation?

Do you want your job to be easy or hard?

Dr. G made his job easier by helping staff to cooperate with him, freeing him to concentrate on the important work at hand.

If you've read this and would like to converse more about it, please feel free to contact me.

Friday, April 1, 2011

Understanding Intercultural Communication in the Workplace

As people, our culture greatly impacts who we are and how we communicate, even on the job. Culture encompasses nationality and ethnicity, and can also be influenced by one's occupation, sexual orientation and religion. That said, people take their culture with them wherever they go, including the workplace. Organizational members of all levels consistently come in contact with a diverse group of people, internally, as well as externally. It is critical to communicate in an open, non-judgmental manner with diverse organization members, clientele, and customers in order to complete tasks in a timely manner and meet customer needs in a satisfactory manner. However, communicating with members from diverse cultural backgrounds can present challenges and cause breakdowns in communication when misunderstandings occur. Therefore, it is imperative that organizations properly train personnel about the importance of understanding what intercultural communication is, and how to communicate effectively with intercultural groups.

What Is Intercultural Communication?
Intercultural communication takes place whenever two or more people of different cultures interact. Culture affects every aspect of our lives, including communication. Therefore, in order to communicate effectively, one must have an understanding of how others' cultures impact the way in which they communicate, as well as how one's culture influences one's own communication. Effective communicators are motivated to understand themselves, as well those who they are communicating with in order to enhance the communication process. Therefore, effective interpersonal communication is a person's ability to interact and adjust to others from various backgrounds.

Understanding Breakdowns in Intercultural Communication
In order to become an effective intercultural communicator, you must first understand why communication is sometimes hindered between people from different cultures. When people come from the same or similar cultural backgrounds, the way in which they communicate is often very similar, which means they often interpret similar meanings and have similar perceptions of when and how it is appropriate to use certain types and styles of communication. However, when speakers have different cultural assumptions, the possibility of communication breakdown significantly increases. This breakdown in communication that is caused by misinterpretation and misunderstanding is called communication dissonance. Dissonance can occur both intentionally and unintentionally, and intra-culturally and interculturally, however, for the purpose of this discussion, I will focus on unintentional intercultural communication dissonance. Despite the good intentions of the communicator, unintentional intercultural communication dissonance can result in a wide array of results, including unpleasant feelings on the parts of the sender and the receiver. Dissonance can occur for multiple reasons, but essentially comes down to the inability to understand what is meant by what is said. Other factors that may contribute to communication dissonance are as follows:
  • Ethnocentrism
  • A sense of privilege
  • Stereotyping 
  • Prejudice
These factors are introduced to balance the ignorance of others' cultures and how that might impact workplace interactions. For example, one organization member may not understand why another organization member uses his lunch break to pray rather than to eat with other coworkers. Rather than trying to understand the other organization member's culture, the other organization member may simply begin to stereotype the worker for choosing to pray, making overgeneralizations about "those types of people," which can then further develop into prejudice. However, simply changing the way we think can help increase the effectiveness of our communication across cultures. Rather than rushing to judgment when another person's culture is misunderstood, one should seek understanding. In the aforementioned scenario, the coworker that misunderstood why the other coworker missed an opportunity to eat and socialize with other organization members could simply politely inquire about the coworker's culture to gain understanding, which could then enhance communication and build and strong relationship between the two people.

J. Mariah Brown is the owner and editor-in-chief of Writings by Design, LLC. To learn more about how Writings by Design can help your business flourish, please visit us at http://www.writingsbydesign.com, email your question to inquiry@writingsbydesign.com or call 866-937-2361.