The One Piece of Advice Every Business Owner Needs to Hear
Matt Edmundson has over a decade of experience of developing and running successful ecommerce businesses. Businesses that have generated over $50m of sales worldwide to over 6m customers. We asked Matt for the one piece of advice every business owner needs to hear. His answer? Build your team well.
In his online course, Mastery 2017, Matt Edmundson will take you through the keys to building a team that works, how to recruit, who to recruit, and the tools you need to build a successful team that will enable your ecommerce business to thrive.
Build Your Team Well
Matt Edmundson understands recruitment. He has learnt his own lessons throughout a decade of recruiting teams, what works, what doesn’t and how you build your team for lasting success. And it might surprise you to know, it doesn’t start with the skills and experience someone has.
Matt knows a great team is a team that understands your business, its core values, its culture. Your team has to be able to do more than sell your products. They have to communicate your culture. Because they are the culture. They are the people who talk to your customers day in day out, they represent your name. They are the thing that can make or break your ecommerce company.
So how do you begin to build a team that will enable your ecommerce business to thrive?
The Secrets to Hiring a Great Team
A lot of companies make the mistake of waiting until interview to really get to grips with who is applying to work for their company. This can waste time, resources and can mean you miss out on the gems that will fit right in to your company. Matt Edmundson explains it starts at the Application Stage. Making the application form work for you and your company is a key to getting the right team members.
Always ask people to fill out an application form
From personal experience, Matt knows if you ask for a CV and a covering letter, you can get upwards of 400 applications for a job. Even if the covering letter is personal to the job, you still won’t get much of a feel of the person applying, and how they might fit in with your company. And you will have the unenviable task of sifting through 400 applications to shortlist. This kind of recruitment will lead to shortlisting on the basis of skills and experience. Which won’t always make that team member a great fit.
Matt explains when he switched to using application forms, he found that 400+ people may still request an application but that number reduced to 15 to 20 when it came to completed applications. The people who were truly interested in the job, in the company.
Your Application Form Should Reflect Your Company
Every company is different. When Matt provides ecommerce consultancy to a business, he takes the company through the process of identifying their culture, their story. Companies work really hard on creating a culture – right through from sales to education. But then they recruit with a generic application form! Matt understands that this is often due to a time pressures, the idea of spending a day creating a unique application process that reflects your company might feel like an unnecessary task. But Matt explains it is a worthwhile investment. Making the application work for you will help create a great team – a team that will in turn increase sales and grow your business.
Use your company’s language
Have you ever filled out an application that has a box that asks you to draw your superhero costume?
Matt runs Jersey Beauty Company and shows, in Mastery 2017, how their application form demonstrates you can reflect your company’s culture and core values right from the start of the application process.
Why? So the person applying knows if the company is for them, and so you can start to gauge if the person applying gets the culture and can be a part of the team. Do they speak the language of business you do?
Low Competence vs High Culture Quadrant
You get someone applying for your job, on paper, is perfect. By that, we mean they have twenty years of sales experience, top seller for five years running in another company. This person can sell. Perfect candidate? Not necessarily, says Matt.
Just hiring the person with the most skills and experience isn’t necessarily the right way to build the best team for your company. Matt created a quadrant of Competence versus Culture, to help him choose the right tea. It’s been so effective it’s now a part of the Jersey Beauty Company application form. It clearly shows the four types of people who will apply to be a part of your team. And where you want to recruit from to build the best team.
By using the quadrant, Matt invites us to place importance on people who understand the culture of your company as well as those who have competence. This way of viewing potential team members can change the way you recruit to your team entirely. It can transform your thinking which in turn will transform your team, into a team that reflects your culture and grows your business.
So our person applying with all the sales experience – the question we need to ask is, do they get the culture of the company? Do they get us? A great sales person who is high on competence but low on culture, might be a brilliant sales person. But that doesn’t mean they are the right sales person for your team.
How do you know?
By using an application form you created. that helps you to gain a clearer understanding if this person gets your company’s culture, you might find they are high on competence but low on culture.
It’s a tough decision to make, but when we shift our mindset into creating a team that will enable our company to thrive, we realise we need staff that get our culture. Ideally, we want to build our team from those who are in the high culture, high competence quadrant –at Jersey Beauty Company, they are called the Superheroes. But you can also get great people who get your culture but need to gain competence. They can learn how we operate, the actual skills. But if they have the culture, from day one, we will thrive as a team.
Who should you look for in your team?
One final piece of advice from Matt, when it comes to building the team that will work for your company, is to cover all areas. In Mastery 2017 Matt will take us through five key areas for success in your ecommerce business and how to create a plan that will see your business thrive. We need a plan that will Build, Attract, Engage, Enable and has a Strategy to begin the process again.
Recruit a team that can between them cover each of these areas. Find out where the gaps are before you recruit. You need a sales team member. But they will be more than that. They will be a member of your team. What else can they add? They might be low competence but high culture, and great at engaging. They might have a ton of ideas of how to improve things in ways you haven’t even noticed needed improving.
Matt Edmundson knows if you want to be successful, you need a team that works. Mastery 2017, Matt’s online course, will delve deeper into how we build our team, what we look for, and how we make the application process work for everyone.
If you want to grow your ecommerce business, then Mastery 2017 is for you. As one of only fifty people on the course, Matt will help you get what will work for your company. He wants to share his experiences with you so your business can thrive. Sign up to Mastery 2017 online course now to get more marketing consultancy advice