Tue, May 25, 2010 - 9:43:23

Saying a Little Can Accomplish a Lot

Earlier today, we came across a post on Open Forum that really struck a chord with us and showed one more way in which SMALL can impact your business for the better. In it, Steve J. Martin, author of Yes! 50 Scientifically Proven Ways to Be Persuasive tells the story of a real estate office that dramatically increased its business just by making one tiny and seemingly insignificant change. They slightly modified the way their receptionist transferred calls.

Instead of simply transferring callers to the appropriate agent, the receptionist at the brokerage now adds one tidbit about their credentials before putting calls through.  For example, Martin writes, “Customers interested in rental are told “Rental? I’ll connect you with Sandra who has over 15 years experience renting properties in this area.””

Martin reports that making that one tiny –and nearly effortless—change had the kind of effect you might expect only to generate from a dramatic one.  In fact, the brokerage saw a 20 percent increase in face-to-face meetings with agents after initial inquiry calls and a 16 percent increase in agents hired by callers.

It’s not an anomaly. SMALL can have a powerful effect on your businesses in a variety of ways, from profitability to company culture—and sometimes all it takes is a few little words to make big changes happen. 

For example, at the law firm Sullivan & Cromwell, executives couldn’t figure out why—despite their high salaries—attorneys left the company year after year.  Much to the firm’s dismay, the company had a 30% turnover after two years, but the reason remained a mystery.  After all, the health benefits were great and promotions were regularly awarded.  Then, when American Lawyer released its annual review, rating Sullivan & Cromwell near the very bottom for employee satisfaction, the light bulb flipped on: the young attorneys just didn’t feel appreciated.

So, the firm decided to implement one very simple solution: they required everyone, regardless of their position within the company, to use the words “please” and “thank-you” on a regular basis.  Immediately, the mood around the office began to shift.  Soon senior partners began making small talk with junior associates in the elevator, and people began politely asking rather than impatiently demanding that tasks be completed.  When the next annual review came around, guess who was ranked as the top employer?

It just goes to show you that no matter what your problem may be, the best solution isn’t always the biggest one.  It’s the little unexpected ideas that often make all the difference.  So, don’t be afraid to think small.  You never know what kind of power that seed of an idea might hold.

Posted by Linda and Robin