Who Holds the Vision?

Who Holds the Vision?

In response to this question, many will say the organization’s Board of Directors holds the vision. After all, they plot the course for where the company is headed. Others adamantly believe it is held by the senior executive team. They determine the day to day operations. Some may think it’s their branch manager, because she has the branch goals. All of these answers are right. And any of these answers are wrong.

If any of these mentioned hold the vision, it is often framed and hanging in the lobby or the employee break room. The idea is if you read it, you will get it. How many times do you pass the same billboard every day on the highway and have no idea what it advertises? How often do you pull into your driveway and wonder, what colors were the last three traffic lights? We often see without reading. And we often pass by without taking hold of the message.

It’s the same way when you want to list all of the benefits you offer to a new customer. After awhile, he stops listening. Or when you are on-boarding a new employee. Can she really understand all the terminology on day one? We think exposure equals hold.

  • Explain the affect when a process isn’t followed.
  • Describe the how and when of a product that will put the customer in a better situation,
  • Point out the benefits of taking the medication exactly as prescribed to your patient.

You aren’t just listing the what, how and when. You are telling a story. What happens when? How does it work? Where is the benefit? Tell the story! People remember and respond to the story. You make it personal. You make it relevant. They get the message. And you get the vision!


“People get the vision because you share it, not because they read the framed poster hanging in the lobby.”  ~ Becky McCrary, CSP


I am NOT a Salesman!

We have our assigned tasks. We want to tell others what we know. We make suggestions as to what they should do. We want their signature on the dotted line. And we just want to move the line or get people off the phone.

Unfortunately, people don’t always follow our lead. They have opinions. They are suspicious of the deal. They are in a hurry. They don’t want to appear to make quick decisions.

But you can help them make those decisions. Asking the right questions can help them arrive at the right answers. Whether you are in travel, healthcare, education, financial services, flooring, or any number of industries, great questions help your customer get to the great answer of doing business with you!


Here’s how it usually works….

Bob: I need to make a deposit.

Sarah: Ok. Anything ease I can do for you? We have great checking accounts, VISA cards and loans. Not so great investment rates, but we are insured.

Bob: Do you have boat loans?

Sarah: We do. Would you like to talk to a loan officer?

Bob: Not right now. I’ve gotta go.

Sarah: Well, when you’re ready, call us. Thanks!


Here’s how it should work….

Bob:    I need to make a deposit.

Sarah: I’m happy to do that for you, Bob. How have you been?

Bob:    Pretty good. It’s been a good summer.

Sarah: What was the best part of the summer for you?

Bob:    My brother-in-law let me borrow his boat for week. I loved it!

Sarah: Would you like to have your own boat?

Bob:    I dream about having my own boat.

Sarah: What kind do you want?

What color do you want?

Where would you go?

Who would go with you?

Get Bob talking about the boat of his dreams. He’s imagining how it will look, how it will feel, how it will smell. He’s thinking about who will enjoy this boat with him. He can see himself at the wheel. During all this, you are asking WWWWWH questions and then letting Bob talk. What happens next?

Sarah:  When would you like to have that boat, Bob? What if it were next weekend?

Bob:    I would LOVE that!

Sarah:  Let me see if a loan officer is available to talk to you.


You don’t have to be a salesman. You simply have to be present – physically, emotionally and mentally. Focus on the customer in front of you – or on the phone with you. When your product or service can meet that identified need, offer it. Just not a moment too soon.



(c)2013 Becky McCrary, CSP  Often called the Carol Burnett of Convention, the Energizer in High-Heeled Shoes, a Red-Head Amy Poehler and Southern Sass, Becky is an internationally recognized expert in how we treat each other. From Sales & Service, Leadership, Diversity, Inspiration and more, her wit & wisdom has inspired association and corporate audiences to be physically, emotionally and mentally present.


Keeping Your Cool in a Stressed Out World

There are four reasons you lose a customer.

  • They no longer need products in your category.
  • They are unhappy with your price.
  • They are unhappy with your product.
  • They are unhappy with the way they are treated.

Businesses usually tackle problems by addressing price, believing that it is enough to keep customers happy. But in fact, the major reason most customers are lost, according to the think tank the Database Marketing Institute, is really how they are treated.

What binds buyers to your company, the institute postulates, is the totality of the relationship. Price is a factor, but it is not the only one. Other elements include recognition, service, information, helpfulness, friendly employees, brand identity and product quality.

That makes Anger Management a pretty important tool for businesses. Certainly there are going to be difficult clients and challenging situations, but giving into anger instead of turning it around into a positive, is a surefire way to lose a client.

Certified Speaking Professional Becky McCrary is an internationally recognized expert on customer service and business communication. In this, the final part of the Unimaginable Service series, she addresses a problem each of us has had to deal with: losing our temper with a customer. And, more importantly, how to take volatile situations and turn them around – turning a confrontational customer into a client for life.

The essence of the Unimaginable Service series is understanding that outstanding service may be shared with one or two people, but bad experiences are often told to 20 people or more. Customers will talk about your service. The good news is you get to write the script.

In Part three you will learn:

  • 7 ways to defuse anger
  • How to turn difficult customers into partners
  • What 10 mistakes you make that lead to stress
  • 4 easy steps to take control, again

Want to catch up on the rest of the series? Parts 1 and 2 are available on-demand. Get information and sign up for all Becky’s on-demand and upcoming events.

Ready for the next step? Sign up for the webinar or visit Becky’s website for more information. For even more Becky, follow her on Twitter and Facebook!