

### PEOPLE

### UPGRADE

by

Richard Parkes Cordock

SMASHWORDS EDITION

Copyright © Richard Parkes Cordock 2009

First Published 2009 by ELW Publishing Bath, UK

ISBN: 978-0955298639

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First Published 2009 by   
ELW Publishing Bath, UK

Contents

About the Author
Introduction

**Chapter 1**   
What Do You Really Want From Your Business?

**Chapter 2**  
You Can Have it All (When You Recognise That The Profit is in Your People)

**Chapter 3**  
IMPORTANT! Mentoring Your Staff is The Key to Profit Growth

**Chapter 4**  
How to Get 'The Branson Effect' By Mentoring Your Staff to Think Like Business Owners

**Chapter 5**  
How To Take Mentoring Out of The Boardroom (So Every Employee and Manager in Your Company Can Benefit From it!)

**Chapter 6**  
Here's How and Why Enterprise-Wide Mentoring Works (7 Steps to People & Profit Transformation)

**Chapter 7**  
How to Turn an Enterprise-Wide Mentoring Programme into a New Culture in Your Organisation

**Chapter 8**  
Here's What Your Employees Will Look Like After Their Mentoring

**Chapter 9**  
Your Next Steps

Appendix A

Case Study: An In-depth Look at Hammonds Furniture

1. Richard

2. Justin

3. Matthew

4. Simon

5. Vanessa

6. Kathryn

7. David

Postscript

A Word About Using External Business Coaches

RISK FREE OFFER

Try The Enterprise-Wide Mentoring Programme Risk-Free in Your Company For 60 Days

Client Profiles

# About The Author

Richard Parkes Cordock is the author of _Millionaire Upgrade_ , _Business Upgrade_ , _Profit Upgrade_ and _All Employees are Marketers_.

He is also the creator of the highly acclaimed _Millionaire MBA Business Mentoring Programme_ and _Enterprise Leader Development Programme_.

Richard is the Managing Director of Enterprise Leaders Worldwide, which provides coaching, training and people development for executives, managers and employees.

He firmly believes that the success of any organisation rests in the hands of its people, and with the right development and coaching of its staff, any organisation can dramatically and rapidly increase its revenues and profits.

Prior to founding Enterprise Leaders Worldwide, Richard spent many years in the software industry, and in a previous life was an accountant. He holds an MBA from the International University of Monaco and lives in Bath with his wife and two children.

Find out more about Richard at www.enterpriseleaders.com

# Introduction

I would like to start by making a promise to you. It's a big, bold promise, but I stand by it!

That is, if you embrace the ideas in this book, and take action on them, I guarantee you _will_ transform the productivity, performance and passion of your employees, and as a result, transform the revenue, profit and value of your company.

I say that with full confidence, as time and time again I've seen other companies do exactly this. In fact, in _Appendix A_ , you'll read a detailed case study of Hammonds Furniture, who share their own story of people and profit transformation.

But before you read the case study, let me give you a quick overview of what you'll learn in this book.

In Chapter 1 you'll see exactly what you can achieve in your company when you train and develop your people using the same approach that Hammonds did.

In Chapter 2 you'll see the clear link between people and profit (especially the importance of revenue and profit per head), and you'll be left in no doubt of the need to grow your people to grow your business.

In Chapter 3 you'll discover why mentoring is an invaluable and low-cost way of getting the best from your employees and managers, and in Chapter 4 you'll be introduced to the _Branson Effect_ , and the importance of business-owner-thinking.

In the final four chapters of the book you'll learn why it's essential to take mentoring out of the boardroom and into your entire workforce, and how you can do that at an affordable price with enterprise-wide mentoring and a low-cost MP3 player (or your employees' existing mobile phones).

For you to achieve the same people and profit transformation in your own company, you must to know with all certainty one thing, which is this: **'** your business is your people **'** , and it's your responsibility as a leader to get the most out of your people.

In this book you have all the tools and strategies you need to do that.

You and I may never meet, and I may never set foot in your organisation, but I know that if you make the decision to train, mentor, and develop your staff using the tools and framework I make available in this book, your business will irrevocably and positively change from this point forward.

So, with my one 'big' promise in mind, that you _will_ transform your business (by transforming your employees and managers), let's start by looking at what you actually want from your business — and make sure you get it!

Richard Parkes Cordock

# Chapter 1  
What Do You Really Want From Your Business?

Over the years I've spoken with literally hundreds of business owners, managing directors, chief executives, divisional directors, front-line managers and key employees — ranging from companies with valuations of multiple billions through to smaller companies with as few as five employees.

As diverse as all of these organisations are, there is consistent similarity in what they all want, and I'm sure it's what you want from your business too.

In this Chapter, I explain exactly what you can have in your business when you recognize the critical link between the growth and success of your company and the people in it.

There is no complex management jargon here, just simple fundamentals of business which you and every other business leader are looking to achieve every single day.

In no particular order, here's what the business owners I meet want for their business, and it's what you can have too, when you make the commitment to invest in, develop and get the very best out of, your staff.

1. Growth in top-line revenues

Whichever way you look at it, your business is about customers and about selling your products and services to them.

As a business leader, you are charged day-in and day-out with the ongoing task of bringing new customers and revenues into your business.

That may be getting new customers to buy from you in the first instance, getting your existing customers to repeat buy from you, or turning your existing customers into raving fans who do your marketing for you as they tell their friends and family about you.

In all too many companies though, sales and new business development is deemed to be the responsibility of the sales and marketing team.

However, sales and marketing should be the responsibility of _every_ employee in your organisation, and, with the right training and development, this can be achieved.

Bill Marriott, one of my all time favourite business leaders, says this about employees, "Motivate them, train them, care about them and make winners out of them. At Marriott we know that if we treat our employees correctly, they'll treat the customers right. And if customers are treated right, they'll come back and buy again."

Sales is usually the number one challenge of any business leader, and according to the data research organisation Dun and Bradstreet, lack of sales is the number one reason for company failure. When you make every employee and manager in your company a salesperson, revenue growth will never be a problem again.

2. Growth in bottom-line profits.

It's often said that, _revenue is vanity and profit is sanity_ , and there's never been a truer statement.

It's profit which allows you to reinvest in research and development. It's profit which allows you to grow your business to expand into new regions and markets, and it's profit which allows you to return dividends to your shareholders, to pay bonuses to you and your staff so you can all enjoy the fruits of your hard work.

In this book, I state many times that the profit is in your people, and in the following pages I'll share with you the tools to get the greatest level of profit, performance and productivity from every single employee and manager in your organisation.

3. Increase in company value

As a business owner/leader, or senior executive, one of your main drivers is to increase the value of your company.

If you are a business owner yourself, then I'm sure you'll have one eye on your exit whether that's this year, five years, or twenty-five years from now.

Whether you are publicly traded, or a privately held company, I'm sure as a business leader you will be charged with growing the _value_ of your company.

It is quite possible that your salary package will be _partly_ based on the increased value of your business.

Perhaps you have shares in the company you work for, or stock options, or you are simply held accountable by your board of directors, but either way, growth in value has a significant impact on your company's own ability to raise additional finance and investment for future growth and expansion.

4. Increased cash flow and liquidity

The last of the key financial drivers which all business owners and leaders want, is improved cash flow and liquidity.

You might have great revenues and fantastic profits, but could still be financially broke because of the timing of getting cash in from your customers, because customers don't pay on time (or turn into bad debts), or a myriad of other industry and company specific reasons.

Many of these factors can be managed and even sometimes eliminated through having happy customers (rather than disgruntled customers), and as you will see in this book, happy customers come from happy employees who deliver extraordinary products and services to your customers.

A happy customer who is delighted and thrilled with your products and services is more likely to pay their bills on time, than one who has had an unpleasant customer experience from one of your employees — who didn't understand their impact on a customer's willingness to pay on time.

5. More relevant products and services

In times of rapid change (and when are we not witnessing change?), making sure you are constantly relevant to your customers and in tune with their needs is critical.

As a business leader I'm sure you want your organisation to be innovative, creative and to adapt and respond to the changing needs of your customers.

But how flexible, agile and responsive are you as an organisation?

I know from my time consulting, that resistance to change is always a challenge and seems almost inherent in human nature.

But change you must! It was Darwin who said, "It's not the fittest or the strongest who survive, it is those who are most responsive to change."

Let me give you an example of one company which is the master of change, and has been around for more than 50 years and whose audience and customer base is getting stronger and stronger.

That is the James Bond franchise.

In the space of 20 or so movies, you can see change happen before your very eyes. You can see the company adapting and responding to remain relevant to its audience.

As fantastic as the early Sean Connery and Roger Moore movies are, when played against the latest James Bond epic, they show their age, look dated and, if they were released today, would be irrelevant to their customers.

Do you as a company change and adapt to the times... to the market... to your customers? Do your employees respond well to change?

6. Eliminate complacency

Business leaders around the world know only too well the kiss of death for their company is complacency or taking their customers for granted.

When companies become fat, bloated and slow, and are over populated with employees and managers who have lost their drive, passion and energy, they lose their competitive edge, and stop giving customers reasons to buy, repeat buy, or recommend them. In short, these companies are on a download spiral, and a fast track to failure.

Woolworths in the UK is an obvious and recent example of this. M&S were guilty of complacency in the late 1990s, but through strong leadership and a refocus on their core customer, have turned things around with tremendous effect.

On the flip side, there are companies like Apple who constantly look for new ways to connect with their customers, and whose loyal customers are proud to repeat buy from them and recommend them. Walk into any Apple store around the world and you'll see passionate, energised and proud staff. It's this level of employee passion and pride you need to create in your own business.

7. Engaged and motivated staff

Having staff who are passionate, driven, engaged with your company, who love their work, and who are positive, is the key to achieving everything you want in your business.

Happy staff lead to higher profits!

When staff are disengaged, disconnected, unmotivated and their morale is low, then more often than not, your profits will be low too.

8. Attract, recruit, retain and develop the best people

My message to you, which I hope will resonate with you loud and clear by the end of this book, is that the profitable growth of your company rests in the hands of your people, and it's your job as a business leader, director, manager, or supervisor to constantly get the most out of them.

The perennial challenge for any business leader is to get the best people _into_ the company and to _keep_ them there.

But you also need to get the _best_ out of the _best_ people!

Only when you can bring the best people into your company and each day get them to perform at a higher level will you see an upward shift in your profits.

Too many companies, however, seem to undervalue their staff.

They have the wrong people in the wrong places.

They make hiring mistakes and yet fail to get rid of wrong staff.

Too many companies accept employees who are unengaged, are negative energy in their company, or who have the wrong attitude.

Why should you have people in your company like that? If you do, you will forever struggle to achieve the results that you want and desire.

9. Excellence

It's essential that you set excellence as the high standard for your company. In the world of management jargon, this is also known as _Excellence in Execution_.

When everybody in your company lives and breathes excellence, does a little bit extra for your customers — not because you ask them to but because they want to, because they are engaged and connected with their work, and they're proud to work for your company — your customers pick up on it. You become known in your industry for your high standards and value. Your brand stands for something and you become recognized as a leader.

We all know excellence should be the only standard, but delivering on that aspiration at all times is a never-ending challenge.

For this to happen, it requires your people to go that little bit extra for your customer, it requires them to be a little more creative when coming up with ideas for new products and services.

It requires you and your people to look for new ways to engage with customers, to reach new markets and to get more value for your customers and your business.

Excellence is a state of mind and it's your job as the business leader at whichever level you are, to set an example of excellence so that those around you can see what it looks like, feels like, tastes like, and change their behaviour to mirror your own excellent standards.

### Other challenges

I said at the beginning of this chapter that these are the consistent 'wants' which just about every business owner strives to achieve.

However, without a doubt, I am sure you will still have endless other challenges in your company. Challenges such as restructuring, dealing with the downturn, legislation, green issues, globalisation, regulation, controlling or reducing costs and succession planning to name but a few.

But when you get the basic fundamentals right, which every other business leader in the world also wants to get right, it frees up your time to focus on the other issues in your organisation which are more specific to your business or industry.

In the next chapter I'll explain in detail how you can get everything you want, and more in your business, by recognizing the fundamental truth that the profit is in your people.

# Chapter 2

**You Can Have it All (When You Recognise That The Profit is in Your** People)

If you have a great product or service, which customers want and need, and you apply the ideas and approaches you read about in this book, there is no reason that you cannot become one of the very top companies in your niche industry, market, or region.

But for that to happen, you must recognize the indisputable truth that the _profit in your company is in your people_.

Let me give you a very simple example to prove this point.

If right now you took every employee out of your organisation, so that they were left standing outside your company's premises — and there was no one left inside answering the phones, meeting with customers, developing your products and services, fulfilling your orders — how long would it be before your company ground to a halt?

I'm sure within a matter of days, if not hours, you would literally cease to exist as an organisation.

This is because **your people are your business**.

It's your people who determine whether your company is profitable, successful, a market leader, or not.

Revenue and profit per head

The most obvious measure of success in a company is bottom-line profit. In stock market quoted companies, the equivalent measure of success is profit (or earnings) per share.

But there is another way of viewing the performance of your business which I'd like to introduce you to (or remind you of).

These calculations make a tighter connection to your people and your company's results and are _revenue per head_ and _profit per head_.

By taking the total revenue (or profit) of your company and dividing it by your total number of full-time equivalents (FTEs), you can calculate your revenue (or profit) per head.

It is a fascinating and useful way of understanding the connection between people and profit.

Let me give you an example

Years ago I used to work in the software industry and at the time our revenue per head was $200,000.

We were a very sales driven company, but sadly not overly profit conscious, so our profit per head would have been in the low thousands or on many occasions in negative figures.

What is the profit per head and revenue per head in your organisation?

This figure will vary dramatically by industry. Marriott Hotels have revenues per head of only around £50,000, whereas many other less people intensive companies have revenues per head of between £100,000 and £200,000. In 2008 Google had revenue per head of $1.4 million.

When you start to see that every employee in your company is worth £50,000, £100,000, £200,000 or more in terms of revenue, it soon becomes undeniable that not only is the _revenue_ in your people, but the _profit_ is in your people too.

Do you think by developing your people, you could add an extra £1,000 of revenue per head? I'm very confident you could do that as a very minimum.

Realistically, you should aim to add at least an extra £1,000 of PROFIT per head using the ideas contained in this book.

If you employ 100 people, that would be a minimum of £100,000 extra profit to your company each year. I say minimum, as I would personally be disappointed if you only achieved this level of profit increase.

That aside — and to give you something to aim for, you may be interested to know that in 2008, Nintendo posted a profit per head, (not just revenue but profit per head), of $1.8 million!

I can't guarantee profit increases of this level for you, but there is no doubt that Nintendo (who created the Wii computer game) achieved these results because they are innovative and creative and they deliver extraordinary products to their customers.

Who Are They?

I use the word _they_ here, but who are they?

They are the _leadership_ , the _management_ , and the _employees_ within the organisation. It's not just one person in Nintendo who is responsible for this success, it is everybody within the company.

When you look into a business which is successful and growing, you'll find staff who are attentive and passionate, full of ideas and bursting to get those ideas out to improve the performance of the company, and to make better products and services for their customers.

You find employees who respect the customer, who believe in themselves and in their products and services, and put their customers' needs first.

Conversely, when you look at an underperforming company, more often than not you find employees with low morale who don't care about their work and who are indifferent and complacent. Consequently, the customer is taken for granted, innovation is low, change is feared, and there's a lack of pride.

It is your job as a business leader to get the best from your people at all times, and to create an environment where they can thrive, where energy is tangible, and morale is high.

This doesn't happen by accident.

This comes from great leadership, from recognizing the essential asset that your people are, and the direct link between your people and your bottom-line profits.

Too many companies fail to invest in their employees

Sadly, however, all too many companies fail to see this obvious connection and under invest in their staff.

They fail to train and develop their staff, and fail to get the best from them.

It's fair to say in many organisations more is spent on the printing and stationary budget than on the people development budget to get the most from their staff, which in my opinion is lunacy. Especially when the evidence is so overwhelming that the more investment, time, and development which is put into people, the greater the results and the profits that come into an organisation.

It has been found that staff who have received formal training are up to 230% more productive than untrained colleagues working in the same role. (Source: Smith A., 2001, Return on Investment in Training: Research Readings, NCVER).

Another study showed that the medium revenue per head of employees who had 5 or fewer days of training per year was $137,931, compared to $210,380 from those who had more than five days. (Source: A joint research project by not for profit research organisation — APQC and IBM and Workforce Management.

Companies spend small fortunes trying to attract and recruit the best staff and they single out candidates who are well trained and have shown a keenness to develop themselves. So they clearly value training when recruiting, but don't seem to like it so much when they have to pay for it for their employees!

Look at any company's P&L account and you'll see that salary costs are often one of the largest _(if not the largest)_ expense, yet once an employee comes on board, many companies fail to continue investing in their staff, to take their performance to a higher level.

When I mention this point to managers, occasionally I receive the response of, "What if I train my staff and they leave?"

My answer to them is, "What if you don't train them and they stay!"

Failing to invest in your staff is economic and business suicide.

It's the same economic suicide to think that if you don't service your car or machinery each year, they will keep on going and perform at the highest level. It simply doesn't happen. Inevitably, problems will set in, components will break down, and performance will be disrupted.

It's the same in any organisation.

Without people development, and investing in your staff, the direction of your company will be downwards. In a garden which isn't maintained, weeds will grow and develop — and in people, bad habits occur and complacency creeps in.

People development is not an expense, it is an investment!

Many business leaders have the wrong perception of people development and see it purely as an expense.

Nothing could be further from the truth.

The right type of people development, which works on employees' attitude and mind-set, breaks down limiting beliefs, focuses employees on the goals of the company, and reinvigorates them and makes them customer-centric, has a _massive_ payback for your company.

People development of this nature is not an expense, it is an _investment_ , and quite literally every pound you spend on developing your staff should give you a return of 5, 10 or even 100%.

Failing to invest in your staff is without doubt false economy. All of the nine factors that we spoke about in Chapter One (revenue growth, profit growth, cash flow, creating company value, relevance to customer, etc) comes from one place: Your people.

Your profit is in the right people — not the wrong people

I said at the beginning of this book that you can have everything you want in your organisation when you recognise the indisputable link between people and profit.

I want to make one critical qualification here so that I can help you deliver on that promise, and that is: **The profit is in the** right **people in your organisation, it isn't in the** wrong **people.**

It was Jim Collins, the famous management writer, who said, "You must get the right people on the bus in the right seats and get the wrong people off the bus."

Brian Tracy, the highly regarded personal development and sales expert, said that 95 percent of your success will be determined by the people you hire for key positions, and that 95 percent of your problems will come from putting the wrong people in the wrong positions.

The ideas in this book have the ability to literally transform your business within weeks and months from now, but this is dependent on you investing in the right people (not the wrong ones!).

In your company I'm sure you'll agree that you have a percentage of people who are eminently the right people and are doing everything that I've already spoken about. When you provide extra training for them, they welcome it with open arms and just get better at what they do. These high-performers set a standard and benchmark for others to step-up to.

I'm sure you'll also agree that you have people in your organisation who are the wrong people and however much training and development you put into them, they will never change.

These people will drag your business down, and with all the will in the world, no amount of training and development will change them. They are the wrong people for your business and I encourage you to help liberate them and move them on to different and greater things which work better for them — and that they'll enjoy working at more.

Someone who is taking up one of the seats on your bus is expensive and will drag down the performance, productivity and profitability of your company.

Middlemen and middlewomen — a real opportunity for profit growth

I would now like you to focus on the swathes of people in the middle of your company who I call middlemen and middlewomen, who neither over perform nor under perform.

It's these people who have the greatest potential profit impact on your business, and by developing and training them, you can get the best out of them, and get them to perform at a higher level.

In the next chapter I'll explain how you can do this at a low cost through structured mentoring.

# Chapter 3

IMPORTANT! Mentoring Your Staff is The Key to Profit Growth

In the previous chapter, I made the point that people development is critical to unlocking the performance of your staff and the profitability of your company.

In this chapter, I would like to focus on one specific area of people development which is coaching and mentoring.

Although there are notable differences between what a coach does and what a mentor does, for the purposes of this chapter I'd like to use the two terms interchangeably and explain how, when you introduce a structured _enterprise-wide mentoring programme_ into your organisation, the results you can achieve (within months, weeks or even days) can be transformational.

In subsequent chapters I'll explain how (using the digital MP3 structured 'enterprise-wide' mentoring programme my company provides, coupled with mentoring by your own internal staff), the results you can quickly achieve will be nothing short of spectacular. But first let me explain how mentors and coaches are used outside business.

The importance of mentors outside business

I'm sure if you are a sports fan of any kind you will have seen golfers, tennis pros, football players, Formula One drivers and Olympians — all speak about the impact their coach has on their performance.

The benefit of having an outside person to guide you, coach you and mentor you to improve your performance is invaluable.

When you are in the gym, a coach can push you further to lift another 10 repetitions, just when you thought you had nothing left inside of you.

When you are running, your own personal trainer can make you go the extra mile, when you thought you couldn't run another metre.

I do not believe there is any way that Tiger Woods, or Roger Federer, would ever have achieved the domination they have in their respective sports without their personal coaches guiding them, directing them, challenging them, and refining their thinking and actions to the point where they have become true masters in their chosen disciplines.

Although not the most glamorous sport in the world, I do from time to time enjoy watching snooker on BBC 2, and for all the genius and innate talent Ronnie O'Sullivan has, it was only when he started working with his own mentor and coach, which was former Master Ray Reardon, that he really started to release his full potential.

It isn't just in the sports arena where people have mentors. In academia, students are mentored by professors.

In the performing arts, new actors are mentored by more experienced actors.

And in business it's widely regarded that senior staff mentor junior staff (or at least they should!). In days gone by this was often the role of middle management, where middle managers would mentor junior managers.

However, with the introduction of technology which has replaced much of middle management's work, and the removal of many middle management positions, much of this human mentoring and guidance has been lost. Reinstating this senior/junior mentoring in a formal and structured way provides a massive opportunity for people transformation and business growth.

Attitude and mindset — not technical training

The people development I'm talking about in this book is not technical training in the way that someone should learn to technically do their job, such as an accountant learning to balance accounts, a receptionist learning computer skills, or an architect learning to draft a building design.

Although these job specific, technical skills and abilities could be taught by a mentor, this is not what I'm talking about here.

What I'm talking about here is developing the mindset and attitude of people (through an enterprise-wide mentoring programme), to give them the ability to think from a commercial perspective to grow your business and take it to another level.

Although there are many different forms of people development, _mentoring_ delivers results in a way that few others do.

Here's why...

Training workshops

Training has its place and a two-day workshop is a great vehicle for transferring knowledge but it fails to have the deep, long-lasting impact that regular interaction with a mentor or coach does.

Self-learning

Self-learning is a wonderful way of reaching lots of people at a low cost (and I'm a big advocate of it), yet even I know it doesn't give the mentee (or protégée) the opportunity to voice their thoughts and concerns and refine their thinking in the way that working with a mentor does.

Outside speakers

Outside speakers coming into your organisation have their place for a quick inspirational talk and motivation boost but seldom have the lasting impact that a relationship with a mentor can.

Mentoring gets results!

Whichever form of training and people development you look at, you will always come back to the fact that the personal one-to-one touch that comes from mentoring and coaching delivers far superior results than any other form of people development.

This face-to-face mentoring has the ability to get performance from your staff in a way that no other people development tool can.

It can take mid-performers and make them high-performers; it can make high-performers become extraordinary-performers. The extra little bit of performance mentors can get from a person can make all the difference between success and failure, or success and extraordinary levels of success.

Just as an extra degree in temperature can change water from a nice cup of tea to steam with the ability to power a locomotive train around the world! That is the role of a mentor in your organisation... to take your people to the next level (and beyond).

In the following chapter, I'll explain why mentoring your staff to think a little bit like Sir Richard Branson (or a business-owner) will have a dramatic impact on the performance, productivity and profitability of your company.

# Chapter 4

**How To Get '** _The Branson Effect_ **' By Mentoring Your Staff to Think Like Business Owners**

The question I've asked business leaders and executives many times is this, "If you could bring one person (or organisation) into your company to help you grow your business, to get more from your staff, and to get more output from less resources, who would it be?"

I'm sure it will come as no surprise to you that I've _never_ heard a business leader ask to bring in a consulting company like PWC, Bain or Accenture!

But neither should it be a surprise to hear that the name which is cited more often than not is the entrepreneur _Sir Richard Branson_.

Branson is held up and recognized as an inspirational leader, both in the eyes of employees and customers.

For some people, their first thought of Branson may be that he is all about risk, but be in no doubt about it, Branson is not about risk, he is about RESULTS, and it is results that all the business leaders I speak to are looking for.

Sir Richard Branson knows only too well the importance of his _people_ , to achieve the extraordinary results he does.

His company is not just about him, it's about this people and the many thousands of them who work for the Virgin group.

Branson or the Branson way of thinking?

Although Sir Richard Branson is the _person_ people most recognize, is it actually Branson himself they want, or is it his way of thinking? Is it his knowledge, mindset and attitude?

What I have found executives want, is to get this **entrepreneurial** **business-owner** **way of thinking** and energy into their own staff.

Business-owner-thinking represents **passion** and **drive** ; it represents **excellence** , **urgency** , **creativity** , and a total focus on the **customer** and their needs and wants. It is the way YOU as a leader think, and I'm sure it is the way you want all your employees and managers to think too.

Imagine what your business will look like when every employee and manager who works in it thinks like a business owner — rather than a traditional employee?

Imagine what your company will be like when your people walk a little bit taller and have that extra air of confidence about them? When they have a deeper level of belief in the products and services they offer, so that they can stand face-to-face with your prospects and customers, and look them in the eye with absolute total conviction and certainty that what your prospects and customers are about to buy (or invest in) is absolutely the right thing for them... just like Sir Richard Branson can.

Imagine what it will do for your business when your employees who design and create your products are as passionate about your products as you are... that they develop them the same way they nurture and develop their own children.

Imagine your marketing team being 100% in tune with your market and customers. Imagine your employees knowing in-depth what your competitors are doing and always being one step ahead of them.

All of this (and more) is possible when you recognise the fundamental principle in your business, that the profit is in your people and when you recognise that every employee in your company regardless of their job title, position, or level of seniority, must share the same passion, belief and desire as you do (and Sir Richard Branson does!)

But that will only ever happen when you as the business owner/leader instil that belief, passion, desire, energy, and 'vibe' within your company.

It must spread and infuse into every fibre of every employee.

Leadership at all levels

What we are talking about here is a mindset of excellence and a mindset of leadership. When you stand back and look at what Branson is, what you are, and what all great business owners are, you are all _leaders_.

But is there more than one leader in a company?

There are many...

Infact, there are as many leaders as there are employees — as every employee must first be a leader of themselves, and have high levels of personal leadership.

Let's take the example of a large multi-national listed company. Are there other leaders in that company besides the Chief Executive?

Clearly the answer is _yes_ because he has vice-presidents, and directors who report into him. It's those VPs and directors who share the same vision, passion and drive, confidence, creativity, spark and energy as the chief executive.

But leadership doesn't stop there.

If these are the traits you want of your highest performing staff, do you want them beyond your senior executives?

The answer is clearly yes.

You want your _senior managers_ to share your same traits.

But does it go beyond them?

Do you want your other managers to think this way?

What about your front-line managers and supervisors?

Of course you want everybody to share the same energy and spark as your senior leaders. In fact, you want that that spirit and commercial way of thinking instilled in ALL your front-line staff so that they share the same passion and drive as the most senior staff in your organisation. After all, they are the ones day-to-day dealing with your customers, or busy in the back office fulfilling orders keeping the machinery of your business working.

It is your people (at all levels) who are responsible for bringing your prospects into your company and turning them into paying customers, but you must not stop there.

It is your people (at all levels) who must understand the constant need to over-deliver, over-service, to go the extra mile for your customers, so that they become customer evangelists, raving fans, who repeat-buy, and recommend you to their friends, family, and business associates.

If you use Branson as the model, he is the epitome of business-owner-thinking. Customers 'get him'; they relate to him and love him so much that the strength of his brand is intertwined with him.

When you go on his plane, you want those brand values to be extended through the Virgin employees. You want to feel that Richard Branson has a personal impact on your experience and that the person serving you has that same spirit as Branson.

In the next chapter I'll explain how you can bring the spirit of business-owner-thinking to your employees so you can teach and mentor ALL your staff how to think, act and make decisions like business owners.

When you couple this structured mentoring programme together with mentorship by your own senior managers to lower level managers and employees, you have a low-cost mentoring model which can be truly revolutionary and transformational for your own company.

# Chapter 5

How To Take Mentoring Out of The Boardroom (So Every Employee and Manager in Your Company Can Benefit From it!)

It's fair to say that the majority of coaching and mentoring which takes place in organisations happens in the boardroom or at a senior management level.

Certainly the business coaches I personally know work predominantly with board level executives. This is for the simple reason that one-to-one coaching and mentoring is expensive, especially when you bring in an outside coach or mentor. The typical cost of one session with a good coach could be around the £1,000 figure, if not more for a big name coach.

That said, the results an executive receives through his or her coaching and mentoring can quite literally be transformational.

It can take that individual's performance to a level they never previously thought possible.

However, the net result for the company is one of _wishing_ and _hoping_ that the single executive who receives the personal coaching, can filter all they've learnt through to the front-line staff. They hope that the impact of that senior executive's coaching has an effect on front-line employees who deal with customers, so the customers experience is improved.

That is a big ask!

Although it is possible, the chance of it happening with the full power and magnitude to make a significant difference to the overall company is slim.

The better answer to make a real difference is for mentoring to happen at all levels so that the person on the front-line receives their own mentoring experience.

For virtually every company, the reality of bringing in an outside coach who coaches every employee in the company is usually prohibitively expensive and financially unworkable.

There is, however, an alternative, which is very affordable, very do-able, and has been proven to deliver transformational results in companies.

That is to implement a hybrid approach between training and mentoring.

It's to leverage technology as a training platform and to use internal managers to act as mentors to internal employees.

Let me explain with an example from my early career.

What has ERP got to do with mentoring?

In my former career, I spent most of my time working for a NASDAQ listed American software company.

The product we implemented was Enterprise Resource Planning software, usually referred to as ERP.

Through the use of technology (in this instance software) we were able to have an impact on virtually every employee in the company making their work processes more efficient, streamlined, and cost-effective.

If the ERP system had been used by senior management only, the results that would have been achieved from investing in our software would have been almost zero. Our technology only worked because it infiltrated the entire organisation.

These days, in my own company (Enterprise Leaders Worldwide Ltd), I still use technology to reach every employee in a company, but instead of software that works on computers, I provide mental software for the mind.

Through what I call an enterprise-wide mentoring programme, I'm able to provide structured mentoring for every employee in the company by giving them access to an online MP3 mentoring programme.

Better still, I give each and every employee their own physical MP3 player so that they can go through a 21-session programme of business and personal development.

By giving people a fundamental education in business excellence, you're able to slowly but surely instil in every member of staff — from the boardroom to the frontline — a new language, a new way of thinking and a new set of behaviours.

For some people, this learning will be new and in itself will forever change how they think, act, and make decisions.

For others, what they'll learn during this 21-session MP3 structured mentoring programme will be a reminder, but nevertheless a welcome, timely, and an important reminder to keep them at their highest level of performance.

In a minute I'll explain how, using internal managers as mentors in addition to our MP3 structured mentoring programme, you can get the greatest results for your company.

But first let me answer two questions which often arise when I explain the principles and benefits of the 21 session enterprise-wide mentoring my company offers.

Question 1 — What do you learn from the programme?

The first question people ask is, "What do employees actually learn during the 21-session programme?" The answer is everything that we spoke about in Chapter Four.

In the enterprise-wide mentoring programme, I have taken the 'best of the best' thinking, ideas, philosophies and beliefs of some of the UK's leading business leaders and business owners.

Your employees and managers will learn from people like Duncan Bannatyne and Simon Woodroffe from Dragons' Den, and people like Sir Tom Hunter, Scotland's most successful entrepreneur. They'll learn from entrepreneurial giants like Lord Harris of CarpetRight, Luke Johnson, former chairman of Pizza Express and a regular investor, and Lord Bilimoria, the founder of Cobra Beer, to name but a few.

In 21 short MP3 audio sessions (each around 15 minutes long), each employee and manager will receive the highest level of business education as if they were being mentored directly from any leading business owner or leader.

It will be as if they had a bookshelf of the most important business books tipped into their minds, but in an engaging, fascinating and enjoyable way.

It will be as if they are being mentored by Sir Richard Branson himself, just as we spoke about in Chapter 4.

During the 21 session structured mentoring programme, employees and managers learn:

  * The essential principles of business growth

  * How to attract new customers

  * The importance of being relevant to your customer

  * How to maximise the lifetime value of your customer

  * How to turn your customers into brand evangelists who do your marketing for you

  * The fundamentals of business which are indisputable and are known to all high-performing business leaders

  * The importance of teamwork and team development

  * How to be part of a team

  * How to lead a team

  * How to motivate and develop staff to go the extra mile

  * The critical fundamentals of communication, so that the words your employees and managers say and how they say it will have the maximum impact for the benefit of your business.

  * How to be better leaders of themselves by learning the principles of personal leadership, but how to be better leaders of others in your organisation

  * And much, much more!

Question 2 — Why 21 Sessions?

The second question I'm often asked is, "Why is the programme 21 days", and "Should the programme be studied over 21 consecutive days of learning?"

The answer is that in a 21-day period or a 21-session period you can deliver truly transformational change.

A good analogy to understand the impact that you can have on an individual in 21 days is a simple doubling analogy which turns £1 into £1 million in that short timeframe.

If every day for 21 days you took an initial investment of £1 and then

doubled it each day you would have £2 on day two, £4 on day three, £8 on day four and so on.

In 21 days that £1 initial investment would be worth over £1 million.

The same is true with your staff.

When you train and develop them for 21 continuous sessions they start to connect the dots, with each session building on the next, so that a compounding effect starts to kick in, and by sessions 12 to 15, you will start to see transformational changes in your staff.

The language your employees and managers use becomes more refined and business focused, they become more customer-focused, and the confidence they have in themselves starts to come through and shine.

When you put everybody in your organisation through a programme of personal and business development for 21 sessions, the impact it will have on your business is truly remarkable.

How to go from remarkable to transformational

To go from _remarkable_ to _transformational_ , there is one extra step which you need to take and that is to have your senior managers act as personal mentors for your junior managers, and to have your junior managers act as personal mentors for your front-line staff.

By adding a layer of personal, in-house mentorship, the enterprise-wide mentoring programme gives the greatest framework for transformational change.

In the next chapter I'll explain to you exactly what this programme looks like and how you can implement an enterprise-wide mentoring programme in your organisation right now to deliver lasting transformational change in your business.

To learn exactly what is taught in our structured enterprise-wide mentoring programme, download and read Profit Upgrade.

In Appendix B of my third book, Profit Upgrade, I provide content of the actual modules in the enterprise-wide mentoring programme.

_You can download Profit Upgrade, for free with my compliments, simply by visiting the website_ www.enterpriseleaders.com

# Chapter 6

Here's How and Why Enterprise-Wide Mentoring Works (7 Steps to People & Profit Transformation)

I certainly don't claim to have invented the phrase _enterprise-wide mentoring_ , in fact a quick search on Google will reveal a handful of other results.

That said, the terminology _enterprise-wide mentoring_ is not commonly known and in this chapter I'd like to give you a clear definition of what my company's enterprise-wide mentoring programme looks like and why each element of it is critical in making it work.

But before I go into detail, let me explain the difference between the structured mentoring programme I provide and regular, traditional informal mentoring that perhaps you're more familiar with.

Traditional informal mentoring

The face-to-face mentoring which takes place in the boardroom usually lacks any real formal structure. A typical conversation between a mentor and protégé would go something like this:

Mentor: "So, what are we speaking about this week?"

Protégé: "Well, I'd like to speak more about..." and then the protégé would raise specific questions they have or focus in on specific areas that they'd like to learn more about from the mentor.

I have first-hand experience of this type of mentor relationship having paid a marketing mentor many thousands of pounds during the course of a year to speak to him every week for an hour.

What certainly worked in that relationship was the ability to ask questions to someone who had more experience than me in terms of marketing.

But what the mentoring arrangement lacked was any degree of structure, and from week-to-week we would bounce around from one idea to another, often wasting time and certainly not getting the most from each mentoring session.

This informal way of mentoring has no place in an enterprise-wide mentoring programme.

Structured enterprise-wide mentoring programme

I, however, take a different approach and believe firmly that to take everybody through an enterprise-wide mentoring programme and to bring everybody up to a standard of excellence (the standard set by the highest achieving business owners and business leaders we spoke about in Chapter Four) you need structure.

You need a programme which is consistent, in which everybody can follow the same path, learn the same fundamentals, develop the same language, and therefore achieve the same results.

The multiple-level learning approach I provide for companies within the enterprise-wide mentoring programme has seven core components.

**1. Learn: MP3 Sessions:** 21 MP3 audio sessions which give a rock-solid business education, and bring the 'best of the best thinking' consistent with all leading business owners (for example Sir Richard Branson).

**2. Absorb & Apply: Workbook**: A 218-page workbook, which personalizes the mentoring sessions back to your staff.

**3. Discuss & Contextualize: Face-to-Face Mentor Sessions:** Structured, interactive, human, face-to-face mentoring where a senior manager mentors a group of around five people.

**4. Confirm: Summary Sessions:** A Summary CD, which allows the protégé to re-listen to the MP3 mentoring programme in short, sharp bursts so that they can keep the lessons alive.

**5. Demonstrate: Presentation:** A final presentation, where the protégés present all that they've learnt (and their ideas for change) back to the senior executive team.

**6. Teach: Protégée becomes the Mentor:** The protégé becomes the mentor to the next group of people in your organisation so that the cycle continues.

**7. Follow-through: Conference Calls, Get Together:** Keeping the learning, practices and spirit alive (see Chapter 7)

Let's look at each of these seven critically important elements:

1. Learn (MP3 Sessions)

I have found that the most effective and lowest cost way of educating people is through audio. With the introduction of MP3 technology and the low cost of portable MP3 players, any company can afford to provide all their employees with MP3 based training.

A portable MP3 player (or even an employee's mobile phone), pre-loaded with 21 mentoring sessions which the employees and managers can study in their down-time, on their way to work or whilst travelling, allows employees and managers to get an essential business education at a time that meets their needs.

This little and often approach, which comes from short, sharp, 15-minute audio lessons, allows them to re-listen to the programmes many times, and to move through the course at a pace that suits them, either listening to one, two, or three sessions at a time or focusing on one particular subject.

The MP3 audio gives a high level of consistent education so that everybody in the organisation can hear the same message, learn the same subjects, and develop the same language of excellence.

MP3 based learning allows for a consistent rollout of a structured enterprise-wide mentoring programme.

Here's a breakdown of the 21 mentoring sessions...

Sessions 1 to 5: Focus on Your CUSTOMERS

  * Session 1: Growth Through Innovation, Creativity and Change

  * Session 2: Gaining New Customers Through 'Word of Mouth Marketing'

  * Session 3: How To Maximise The Life-Time Value of Your Customers

  * Session 4: Why Everybody In Your Company Must Be A Salesperson

  * Session 5: The Six Fundamentals of Business Which You Must Master

Sessions 6 to 10 : Focus on Your TEAMS

  * Session 6: People! The Key To Unlocking Your Profit Potential

  * Session 7: 7 Essential Steps To Make Your Team Believe

  * Session 8: How To Maximise Your Results Through Communication

  * Session 9: 7 Proven Strategies To Get The Most From Your Team

  * Session 10: Motivation! How To Get Your People To Go The Extra Mile

Sessions 11 to 20 : Focus on Your EMPLOYEES and MANAGERS

  * Session 11: Half-Way Review and Introduction To Personal Leadership

  * Session 12: How To Develop Unshakable Confidence & Self Belief

  * Session 13: The Unstoppable Twin Force of Passion & Desire

  * Session 14: How To Eliminate Your Fears, Doubts and Limiting Beliefs

  * Session 15: How To Create Endless Opportunity and Make Luck Work For You

  * Session 16: How To Achieve Extraordinary Results Through The Power of Goals

  * Session 17: The 5 Advance Payments You Must Make To Reach Your Goals

  * Session 18: How To Achieve Any Goal You Set For Yourself

  * Session 19: Why Experiencing Failure Is Essential For You To Succeed!

  * Session 20: Your Role as an Enterprise Leader

  * Session 21: Summary and Review

2. Absorb and Apply (Workbook)

The audio programmes are supplemented by a workbook which the protégé completes after each audio session.

The workbook summarizes the day's learning and provides practical exercises which challenge the employee and manager to apply what they've learnt to their own circumstances.

One of the key exercises in the workbook asks every employee the question, "If you were CEO for the day, given all that you've just learnt, what changes would you make to this business?"

Asking this question gives the employee 'permission' and the framework to ask radical, stretching questions that they might not otherwise have the confidence to put forward.

The ideas which are generated from these questions will be invaluable to your business.

3. Discuss and Contextualize (Face-to-face mentoring sessions)

Getting five or so protégés together in a room with one senior manager to act as a face-to-face mentor is **the real key to achieving transformational results in your business**.

Once each employee or manager has studied between two and five audio programmes and completed the exercises in the workbook, it's critical that you as the mentor get your small team together behind locked doors and talk about what they've learned from the programme and how it applies to your business.

I cannot over emphasize the importance of this face-to-face mentoring step.

With the help and guidance of the mentor, the protégés are able to take their learning to the next level.

They're able to interact with each other and to relate all that they've learned to their particular business, challenge each other, and really ingrain their learning at a level never before possible.

There is a significant benefit to the mentor in this process in that the mentor gets to hear first-hand from his or her protégés and they learn exactly how the protégé thinks.

They can see first-hand how the protégé has applied the learning back into their business areas, they can see areas that they're excelling in and areas that they're struggling with.

This protégé-mentor relationship is fundamental to the success of the enterprise-wide mentoring programme.

Over the course of the 21 mentoring sessions, the protégés and mentors should meet at least four times and if possible, as many as ten.

4. Confirm (Summary Sessions)

To keep all the audio mentoring sessions alive, each protégé will also find pre-loaded on their MP3 player 21 summary sessions, each of which lasts around three minutes.

These summary sessions allow protégés to re-listen to the MP3 mentoring programme at a summary level, keeping the core messages of the education alive for them so that the new language of business thinking becomes ingrained in their DNA, and every action they take, and decision they make is consistent with high-achieving business owners.

This allows your employees and managers to consistently do the right thing for your customers and company.

I was once told the story of a martial artist who was practicing for his black belt and failed one particular routine. He told the master he had practiced until he got the routine _right_.

The master said, "That is the problem. You practiced only until you got it _right_. You should have practiced until you could not get it _wrong_."

The purpose of the Summary CD is to ingrain a new language, new way of thinking, new decisions, and new standards of excellence so deeply in the mind and subconscious of the protégés that their thoughts, actions and decisions become habitual, just like the martial artist who could not get his moves wrong, because they were so deeply ingrained in him.

5. Presentation

The fifth element of this multiple-level learning in our enterprise-wide mentoring programme is for the protégés to give a short presentation back to their mentor and other senior executives.

The purpose of the presentations is for the protégés to demonstrate what they've learnt, put forward new ideas and suggestions for business growth, and how they plan to apply their new knowledge. In addition, the presentations help to reinforce all that the protégés have gained from the course.

Edgar Dale, a highly regarded educationalist, said that students only retain 10 percent of what they _read_. If you read and _hear_ something, you retain 20 percent, but if you _teach_ , you retain as much as 70 to 80 percent.

By getting protégés to become teachers and to present to other employees and managers, their learning reaches a dramatically higher level.

6. Teach (Protégés becomes the Mentor)

This penultimate element is where protégés become mentors to other people in the organisation. This takes the learning, level of retention, and the understanding of the protégés closer to 100 percent as they become teachers.

This full circle of learning achieves transformational results in a way that no other form of learning can.

Although many other forms of learning, such as classroom training, workshops, or self-learning have their place and can deliver results, they don't come close to the transformational change you can achieve in individuals with this 'multiple-level learning approach' by first giving them a world-class education and secondly getting them to become mentors to other staff.

7. Follow-Through (Confernce Call, Get Togethers, etc)

Just like a golfer needs to follow-through on their swing to complete their shot, protégés need to follow-through on their learning to keep the ideas, principles and methods taught in the mentoring programme alive in their own day-to-day work.

In the next chapter I'll explain exactly how you can do this.

# Chapter 7

How To Turn an Enterprise-Wide Mentoring Programme into a New Culture in Your Organisation

In the previous chapter I introduced you to the first six components of the enterprise-wide mentoring programme. These are: the MP3 audio mentoring sessions, 218-page workbook, face-to-face mentoring workshops, Summary CD, the final presentation, and then the protégé becoming the mentor themselves.

I hope you can see _how_ this multiple-level learning approach will deliver transformational change in your organisation.

However, this is just the beginning...

To create lasting, ongoing change with phenomenal results you need to see this programme as a _beginning_ and not the _end_.

You need to keep alive the spirit, the energy, the vibrancy, and the buzz of the people who have come out of the programme so that day in, day out, year in, year out, they're able to deliver extraordinary results for your customers and extraordinary results for your company.

In short, you need to add one more step, which is step 7.

When you download the book _Profit Upgrade_ from www.downloadprofitupgradebook.com, you'll read about the importance of creating somebody in your company called the _Chief Enterprise Leader_. This is somebody who, for the period of six months, takes responsibility for keeping the ideas in the enterprise-wide mentoring programme alive, fresh and relevant to your organisation.

In addition to the Chief Enterprise Leader, there are a few extra steps you can take which are guaranteed to deliver even greater results. In this chapter I'd like to introduce you to five of the most obvious strategies, all of which are low cost.

1. Monthly conference call

Set a day and a time every month for a conference call with all your mentors and protégés facilitated by the Chief Enterprise Leader.

On the call, which should be structured and have an agenda, new ideas and success stories can be shared, and mentors and protégés can explain how they're applying the programme in their own day-to-day businesses and roles and the results they are achieving.

The monthly conference call can also serve as a reminder of what people have learnt, and you can focus in on one particular area of the programme and explore that in more detail.

The call can be easily recorded. There are many services available to record conference calls where the call can be saved as an MP3 file. That MP3 file can be stored in a central library and made available to all future, past and present mentors and protégés.

2. Newsletter or blog

Create a monthly newsletter or blog with contributions and ideas from the mentors and protégés. The ideas spoken about on the conference call can be written up into a blog or newsletter to reach more people in a different format.

Each month different mentors and protégés can write their own lead story sharing their best practices, success stories, what they find works (or doesn't work) for them, and ideas to improve the performance and profitability of the company.

3. Half-day master classes

Hold regular half-day master class get-togethers with the core group of mentors and protégés to go deeper into the 21 subjects.

Here you can expand the breadth and reach of the enterprise-wide mentoring programme and introduce new subjects.

When your employees and managers have studied the programme, you'll find their thirst for learning will increase.

They'll now start reading new books, which they will recommend to each other. They'll have their own stories that they'd like to share and help others achieve a standard of excellence.

4. One day conference

Have an annual one-day conference where you bring in external inspirational speakers and business leaders to share their own ideas and echo many of the points taught in the enterprise-wide mentoring programme.

Bringing in outside speakers and high-profile business leaders reminds all the employees and managers who have studied the programme that the ideas and principles in it are real and are used every day by business owners and business leaders.

5. Annual offsite retreat

Have an annual, off-site, two to three day retreat, possibly overseas in a sunny location.

Although this is certainly more expensive, taking a core group of mentors and protégés (the people who are pivotal to growing your business) away for a few days and going deeper into the subjects that they've learnt in the enterprise-wide mentoring programme, and developing their knowledge to a higher level, will without question pay dividends.

It will pay for itself many times over as they go back to work re-energized, refocused, and ready to breathe new life into their team.

This is just the start of change in your business!

The mentoring programme that your people go through is just the start of the change and transformation in your organisation, but it must be kept alive.

As you develop your people with the enterprise-wide mentoring programme I'm sure you'll have your own ideas of how to stretch the programme to keep it fresh and current, and I'd love to hear those ideas from you. Please email me at richard@enterpriseleaders.com.

But the important thing to note is that training, education, and people development is not a one-time thing, it's continual.

A high-performing sports person doesn't just practice for one day or one month and say, 'that's it', they continually learn, develop and stretch themselves. They have ongoing coaches and mentors who help them achieve their higher goals, and the same is true in your organisation.

The enterprise-wide mentoring programme is just the start of the journey in your company and will be a journey full of rewards and all the riches and profits you could ever wish for.

# Chapter 8

Here's What Your Employees Will Look Like After Their Mentoring

A while back, a senior executive from one of the UK's leading telecommunications companies read one of my books where I explain how to achieve extraordinary results in your business by developing your people.

Having read the book, his comments to me were short, swift and left me with mixed emotions!

His one line email back to me said, 'Read the book. Enjoyed it. Thought it was _useful_ but _obvious_!'

For months I toiled mentally to make sense of this and it wasn't until I read the words of American business guru Jim Rohn, who reminded me that 'the study of success is _Obvious 1_ \+ _Obvious 2_.'

What I've told you in this book is nothing but obvious. However, we don't always do the obvious.

What I've written about in this book and what your employees and your managers will learn in the enterprise-wide mentoring programme is _obvious_.

It's the fundamentals that make business leaders, employees and companies great.

**However, as obvious as these things are, we don't often do them**.

You and I know that to lose weight we need to eat less food and exercise more.

We know we need to eat better foods and cut out the bad ones.

We need to eat less fat, sugar, and salt and exercise between three and five times a week for around 30 minutes a day. I know I don't — how about you?

If it's down to me, it's too easy to fall back into bad habits, and into patterns which are negative. But if I had my own programme for change and my own mentor to keep me accountable, then I'm confident that I would achieve results.

I'd know what to do in the first instance and if somebody was keeping me accountable, I'd make sure I did it.

Let me share with you the changes I've seen in people and organisations who have been through the enterprise-wide mentoring programme.

1. Right people in the right place

The first change that typically happens in organisations is that employees and managers are reminded of the obvious fact that success is at its easiest when you have the _right_ people in the _right_ places.

When you put your employees through a programme of change, mentoring and development, it soon becomes evident who are the _wrong_ people in the _wrong_ places.

More often than not, a simple internal move, shift or reallocation can deliver increased results.

Too much management time is spent trying to manage the wrong people in the wrong places.

By making these changes, management is free to focus on the things which deliver results.

2. Liberation of the wrong people

I said at the beginning of this book that I _can_ guarantee transformational results for your organisation, but I _could not_ guarantee them with the wrong people on board.

No doubt you have a small percentage of people who should not be employed in your company. Perhaps they were recruitment mistakes or have simply lost passion for the work that they do.

All too often these people are negative energy in your organisation and will forever drag you down and prevent you from achieving the maximum results you can.

Putting your people through a programme of change often results in those who are wrong for your organisation liberating themselves, which is a good thing!

They say, "I realise this organisation is not for me" and make the decision to move on.

In my employed career I experienced a moment of liberation where the organisation and I parted company. That day still remains one of the happiest days of my life!

No doubt the Managing Director and Sales Director were agonising for the days and weeks before whether to ask me to leave the company.

What they may not have known is the joyous impact that that decision had on my life and I'm sure will be the same in your company too.

If you remove people from your organisation who are the wrong people, it's quite likely it could be the best thing that's ever happened to them!

Anybody working in a company who is in the wrong place knows that work (and life) is no fun and they are heading nowhere fast.

3. Everybody sees themselves as a salesperson

A key message from the enterprise-wide mentoring programme is that employees who are not naturally salespeople or marketing people now start to understand the importance of their actions and decisions in generating sales.

Very few non-salespeople or non-customer facing employees see themselves as salespeople.

Yet the fact is that everybody in your organisation from your cleaner to your Managing Director is actually responsible for selling. Everybody is responsible for influencing prospects and customers and creating enough belief in their eyes for them to make a buying decision.

The way your people answer the phone, respond to enquiries, or even talk about your company to their friends down at the pub has an impact on whether prospects and customers believe in you and want to buy from you.

4. Creating leaders at all levels

We said in an earlier chapter that leadership should not just be seen at the top of an organisation. It needs to find its way down to all levels of the company.

The fact is that leadership at a personal level and at a team level is a critical component of an organisation's success. If you cannot lead yourself, you cannot lead others.

When your employees and managers have confidence in themselves, have that pride and passion, and think the same way as senior business executives and apply that way of thinking in their own lower-level positions, then it shows in their work.

It shows in the way that they engage with their colleagues, with customers, and with the marketplace.

Ultimately it shows in the top-line revenues and bottom-line profits of your company.

5. Increased lifetime value of the customer and customer referrals

One of the key contributors of revenue and profit growth explained in the enterprise-wide mentoring programme is the increase in the lifetime-value of customers.

I'm confident to say that in most companies, very few employees think about the lifetime-value of a customer, let alone know what it means, but this is one of the core messages of the programme.

Every employee and manager who I've met who has studied the 21-session mentoring programme understands what lifetime-value means to the company. They also understand their role in determining whether customers repeat buy from them.

Another source of increased revenues and profits into your company comes from customer _referrals_. The aim of the enterprise-wide mentoring programme is for you to become an excellent company, a company that customers want to deal with, and want to recommend to their friends and family.

The way you achieve this is by developing staff at all levels who have a true passion for, and belief in, the work that they do, who are proud of their work, and whose very energy and spirit floods out of your organisation into the hearts and minds of your customers so that your customers believe in you and want to buy from you, and most importantly, want to recommend you.

6. Engaged passionate and motivated staff

I hope I've been able to make my case in this book in the importance of your people for profit growth.

Your people are your company!

Only when your staff are engaged and passionate, are motivated and believe in the products and services they develop and sell, will you be able to perform as an organisation at the highest level.

Companies have a life and energy of their own, and if you've ever seen the movie, _Austin Powers_ , you will know how highly Austin values his mojo!

Mojo is that indefinable intangible which is the difference between walking tall, having a spring in your step, having a confidence and swagger, or feeling sluggish, lethargic, and dour.

Companies have the same mojo, too.

When companies have that vibe and energy, then customers pick up on it.

They talk about you.

They want to buy from you.

They want to deal with you and they want to recommend you. It is, however the combined energy of your people which makes this happen.

7. Relevance to your customer

When you stand back and look at the bigger picture of what has happened in your organisation after your staff have been through the enterprise-wide mentoring programme, one of the net tangible results will be your company's increased relevance to your customers.

Relevance comes from your staff who have greater understanding and empathy for your customers, and who understand your marketplace, competitors and your products and services.

When your people have that deeper level of understanding and connection, they're able to change, to innovate, to be creative, to adapt and respond to the changing needs of your customers.

They're able to remain relevant.

When you're relevant to your customers, your customers buy from you, buy again, and then recommend you (and therefore do your marketing for you at zero cost).

8. Self-learners

A welcome side benefit of your staff going through an enterprise-wide mentoring programme is their new, improved appetite for learning.

It's something I've seen many times with employees and managers who may never have taken an active interest in personal and professional development before, or even read a business book. All of a sudden they develop a thirst and hunger for knowledge and want to improve themselves by broadening their own education and expanding their own business library.

Senior business leaders (CEOs, MDs and Company Directors) typically have this thirst and are regular readers of business books. They are constantly on the lookout for new ways to sharpen their business, and to get more results from fewer resources.

But seldom does this happen at the lower levels of an organisation.

However when an employee or manager has been exposed to learning of this nature, quite often it triggers something else in them.

It triggers a change so that this new level of learning becomes the start of a new quest for self-learning and personal development.

9. Excellence

It's hard for people to reach a standard of excellence if they don't know what excellence looks like.

However, when your employees go through the enterprise-wide mentoring programme, and hear first-hand what an excellent company looks like, what's expected of them at the highest level, how they need to think, act, and perform to achieve extraordinary results, and they are taught the 'best of the best thinking' from some of the best business leaders, they have a reference point of what an excellent company looks like.

You instil in them a new programme, which they can call upon when faced with any decision or any circumstance.

That programme is one of excellence and is one that permeates out of the employee/manager, into your organisation, and through to your customer.

The only standard that your customer expects from you is excellence and anything short of that in your prospective customer's eyes is a disappointment.

So the only standard you should set for yourself in your organisation is excellence, and all your personal and professional training and development should reflect that.

The impact on your Financial Statements

As a former accountant, I still have a habit of seeing business through the P&L and Balance Sheet.

However, I don't think of financial statements in terms of pure numbers, I think of them in terms of the business improvement companies can achieve when they train and develop their staff with the principles taught in the _enterprise-wide mentoring programme._

Let me share with you a few thoughts of what you should realistically expect when you make an investment in your staff and teach them the fundamentals of business-owner-thinking.

Impact on your Profit and Loss Account & Balance Sheet:

  * Increase Revenue

  * More revenue through _new_ customers

  * More revenue through _repeat_ customers (you increase the life-time value of your customers)

  * More revenue through _referral_ customers (you have happier customers who become raving fans)

  * Reduce customer attrition

  * Customers spread more positive word-of-mouth recommendations about you in the market place

  * Fewer customer complaints and fewer negative word-of-mouth stories spread about you

  * Increase average order value

  * Higher conversion ratio of prospects who turn into paying customers

  * ALL employees become responsible for selling, (not just your direct sales team)

  * The products and services you offer your prospects and customers become more relevant to them

  * Quicker time-to-market (of your new products and services)

Reduce Cost of Sales

  * Higher margins through lower cost of sale

  * Shorten sales-cycle (the time it takes to convert prospects to paying customers)

  * Lower cost of acquiring a customer (you get more qualified and better quality leads)

  * Lower cost of customer acquisition (through more word-of-mouth referrals and repeat customers)

  * More competitive products (from greater innovation and relevance to customers — Think Apple iPod!)

  * Reduce the need to discount your products and services

Greater ROI on Payroll

  * Greater performance and productivity of your existing staff

  * Remove/replace underperforming staff or those who are not fully onboard (this in itself yields greater productivity returns)

  * Reduction in absenteeism and sick days

  * Lower staff turnover (immediately reduce your recruitment costs and opportunity cost of bad hires)

  * Retention rates of your best staff and key talent increases

  * You gain a wealth of business growth ideas from your staff

  * You become a very desirable company to work for and attracting new staff becomes easier and cheaper

  * You achieve greater levels of moral and employee motivation (which leads to higher results)

  * Eliminate employee complacency and taking customers for granted

  * Increase in your revenue and profit per-head

Reduce Overheads

  * Your employees become more conscious of wasting cash. They are keen to remove inefficiencies and make a greater effort to reduce expenses

  * Your employees seek out the best price/deals when spending company cash

Increase Cash

  * Increase in cash (through greater sales and fewer wasted expenses)

  * Stronger link between your employees and their understanding of the importance of cash

Increase Receivables

  * Increase in receivables (through greater sales revenue)

  * Lower Days Sales Outstanding ratio

  * Reduction in bad debts (from happier and better quality customers)

  * Lower Cost of Inventory

  * Less working capital tied up in inventory as a result of your faster stock turnover

  * Less inventory write-offs (as you buy in or manufacture fewer products which ultimately become obsolete or irrelevant to your customers).

More ROI on Fixed Assets

  * A greater return on your _hard_ assets, as you generate more sales per fixed asset

Increase Goodwill

  * The intangible value of your company and brand increases, as the market responds to your company's success.

Reduce Creditors

  * Reduction in your line-of-credit requirements, as higher sales generate greater cash-flow

  * Lower cost of borrowing money (as you are a lower perceived risk to banks)

Increase Company Value

  * Value of your company increases (including your share price, PE ratio and EPS)

  * Greater dividends available for your shareholders

You can have whatever you want from your company!

At the beginning of this short book, I asked you what you wanted from your business and I made some suggestions of what other business owners and leaders look for in their company.

In that list were the obvious financial improvements, such as increases in revenues and profits, company value, and cash flow.

I hope now you'll agree that there is a direct link between the way your staff think, act, and the decisions they make and the revenues and profits that come into your company through happy repeat and referral customers.

I made a promise to you that I can help you deliver transformational change in your organisation, which will have a dramatic positive impact on the profitability of your company.

I'm confident that you can achieve that change in your business by putting all your employees in your organisation through an enterprise-wide mentoring programme.

When you introduce the mentoring programme to every employee and manager in your company and you lay on top of that a level of interactive mentoring where your senior-staff mentor your junior staff, I have no doubt that the results you'll achieve will be staggering.

Why do I say this?

Because I've seen it first-hand many times, and as I have said, on numerous occasions, the _profit is your people_. But it is your job as a business leader to make the decision to invest in your people and recognize the profit potential which lies within every one of them.

# Chapter 9

Your Next Steps

In the past few years, I've realised that business leaders who have responsibility for business growth fall into two different camps.

There are those who immediately recognise the importance of investing in their staff, they understand that every single one of their employees and managers is key to bringing in new customers, revenues and profits. They understand that their employees hold the success of their companies in their hands and that it's their staff — at all levels — who make the difference between success and failure of their company.

These successful business leaders continually invest in their staff and are constantly on the look out for new ways to get higher levels of performance, and greater results from their people. If you have made it this far into this book, I suspect you are this type of person too.

The other type of business leaders I have met are those who know the importance of developing their employees, and clearly see the one-to-one link between their people and their profits, yet they decide to do nothing about developing their teams. Instead they prefer to look for the next 'marketing trick' to bring in a few more customers, rather than recognise the wonderful and inherent revenue and profit generators they already have — their current employees.

It was Peter Drucker who said that behind every successful company is a courageous decision, and having read this book I would like to ask you to make a decision.

However, since the offer I'm about to make to you is 100% risk-free (and I can say with all certainty is for the benefit of your company), the decision I am asking you to make does not require you to be courageous.

I invite you to take the next step and invest in a site-licence for the enterprise-wide mentoring programme you've read about in this book.

By committing to develop every member of your staff and teaching them the principles of 'business-owner thinking', they will acquire the attitude, mindset, skills and ability to profitably grow your business in a way you never before thought possible.

When you introduce what I refer to as the 'Branson effect' to your employees and managers, they will be able to walk tall, stand face-to-face with your customers and look them in the eye and tell them with all certainty that the products and services they offer are second to none and will be the best investment they can make.

If you and I were standing face-to-face right now, I would have that same level of confidence to tell you to invest in an enterprise-wide site licence. I have total confidence that when you embrace the ideas in the course, and apply them to your own company, you will see transformational results.

I have used the word transformational many times in the past eight chapters, and it is not a word I use lightly, but I can find no other word to do justice to the results you will achieve when you develop and mentor your staff using the ideas in this book and the enterprise-wide mentoring programme.

Sadly, we are not standing face-to-face, so it is only in these pages that I can passionately get my message over to you, and demonstrate my confidence in what this mentoring programme will do for you and your company.

In the appendix which follows, you'll be able to read a case-study of Hammonds Furniture who have recently invested in an enterprise-wide site licence, and are already seeing transformational results in terms of people and profit.

At this point, it would be remiss of me not to make an offer to you, and invite you to bring the enterprise-wide mentoring programme to you and your organisation.

Whether you are a company with 10 employees, 100 employees, 1,000, or 10,000+... or whether you want to grow your turnover from £1m to £3m, from £10m to £30m, from £75m to £100+ million, or any level of growth in between, when you deploy the low-cost scalable enterprise-wide mentoring programme I have spoken about in this book, I am 100% certain you will be able to achieve truly transformational results.

To experience the programme in your company with our 60 day risk-free money-back guarantee, simply call my office on **+44 (0)20-7558-8017** and let us know your total number of employees and we will put together the very best pricing deal for you so that every employee and manager in your company can benefit from the enterprise-wide mentoring programme.

# Appendix A

Case Study: An In-depth Look at Hammonds Furniture

The case-study you are about to read is a real life example of a UK company called Hammonds Furniture, who recently implemented the enterprise-wide mentoring programme my company provides.

Hammonds was founded in 1926 by Thomas Stanley Hammonds, a local cabinet maker, and almost a hundred years later it has well over 700 direct staff, and another 500 who are self-employed.

It has retail outlets and concessions throughout the UK and is a market leading provider of bedroom furniture. Hammonds has recently expanded into offering high-quality kitchens.

Richard Hammond, its chairman, is one of a handful of family members who still work in the company and knows only too well the importance of people in his organisation.

Although Hammonds is an extraordinary successful and very profitable organisation, Richard is always on the lookout for ways to keep his staff fresh, alert and alive, and to eliminate any complacency and bad habits.

Richard specifically wanted to get back to basics, and get his own staff to think a little bit more like him... like a passionate business owner!

Richard made the decision to train his entire workforce by investing in an enterprise-wide site license of the mentoring programme spoken about in this book.

He is now able to bring the 'best of the best' business-owner thinking to every employee and manager.

With the help of his Sales Director (David) and Divisional Director (Justin) acting as the initial mentors, Hammonds have been able to roll-out the enterprise-wide mentoring programme, starting with their regional sales managers.

Hammonds have seen transformational results in their people and in their business.

As Richard said after the first group of employees and managers completed the mentoring programme, "The thinking of the people who completed the course, compared to how they were six months ago, is day and night.

It's as if a light bulb has been switched on!

They now think like business owners. I am now able to have a conversation with them at a more commercial level.

They understand that the growth of this company is not just about revenue, but about margins and cash. They understand the importance of the people in their teams, the importance of recruiting the _right_ people, and the importance of managers being leaders and not just managers.

And they understand how to grow this business.

Already we're seeing strong returns through higher levels of conversions from prospects who walk into our shops to those who buy. In one store conversions are already up 18%, and around 10% in general.

We're seeing new ideas coming forward from our staff who have been through the programme.

We're seeing valuable new ideas (which were identified as a result of the programme) being rolled out throughout our organisation.

Our staff are now thinking differently, in a way that they never did before — and that is solely down to making the decision to invest in them and putting them through a structured mentoring programme."

Critically however, the real transformational success in Hammonds came from David and Justin's mentorship.

Although the roll out of the enterprise-wide mentoring programme at Hammonds is in its infancy, it is evident that the results they have already achieved are extraordinary.

In the pages which follow, you will hear first hand the stories of transformation from six of the managers and executives who have already studied the enterprise-wide mentoring programme, plus — an in-depth interview with Richard Hammonds himself.

1. Interview with Richard Hammonds   
**Managing Director and Chairman**

What was your business challenge that led you to invest in the programme?

It all started by me looking at an individual region, a patch of our business, which is managed by an individual and I wanted to improve the overall performance of that region.

That led me to think about when I ran eight or nine stores myself and how I operated as an individual with those stores.

As I began to think about that, I thought what I would really like to do is transplant some of the entrepreneurial skills that I used, the tactical things I changed, and the way I managed my people, and I wanted my managers to act a little bit more independently, think for themselves, and tackle issues at the coal face, as I would have done.

Changing managers' and employees' mindsets

Any growing business has to keep its customers, develop its existing customers, as well as find new customers.

As an individual businessman I always personally looked after my customers as best I could and made sure that they repeat bought from me again.

I sensed with my management team that it wasn't like that, it was almost a numbers game and they viewed customers a little bit like numbers rather than individual customers.

I wanted them to think about each individual customer and treat each customer as they would want to be treated themselves, rather than just mechanically going through the process.

Business owners, not just managers

Before the programme, many of my managers thought just like managers and they didn't think like business owners.

They came to work and did a good job for me, but they did a job based on what they considered to be managing rather than to actually think, 'This is my business and I own this patch, and I've got to make the most out of it.'

What happened was the programme began to open their minds and they began to realize that it was their responsibility to look after customers in the way that I would.

They began to realize that they could have a positive effect on the business. It wasn't just a case of managing the status quo, they could have a physical positive effect on the business, which would produce more sales, produce more profit, and be much more satisfying for them.

Has the programme fixed some of those issues and if so, how?

So far, I think there are several key areas the programme has fixed.

I've already touched on one, which is that it has opened the minds of the people who have been through the programme.

It is very difficult to describe something like that, but I've seen people doing a job day in and day out – not doing a bad job, but not a fantastic job either – then they go through the programme and change as individuals.

Their thinking changes, they begin to act differently, and they begin to understand the role of an entrepreneur to some extent.

They begin to realize they've got to look at what they do first, and then pass that onto their team and how their team sees some of the issues.

So yes, it's beginning to fix the problem, but it takes time because you need everyone to act and think that way, and we are still on that journey, and with the help of the programme we're getting there fast.

What are the tangible benefits for your business?

The conversion of a new prospect into a paying customer has gone up in my business.

That's got to be at least 10 percentage points in those regions, which is significant in my business.

If I could get it across the company it would be a fairly significant increase in revenue. Possibly a 20 percent increase, something like that.

It's difficult to quantify the profit aspect of it, but certainly 20% in terms of revenue.

What I do know is that the average order value is rising a little bit, which means we're getting more cash per sale, and therefore I assume that profits will improve.

Last year we turned over £70m so on that figure, a 20% increase in revenue is around another £14m. However we've had a recession in the meantime and it has affected our turnover.

That said, in the areas where we've carried the programme out we are seeing a general increase in business of those sorts of percentages, and if you extrapolate that across the regions who haven't yet been through the programme, then we should see that increase across the UK.

Also, we haven't touched services or other areas of the business where out right sales aren't the important factors, it's about handling customers.

**The importance of the** _Raving Fan_ **concept**

I felt the terminology of a _raving fan_ was superb and it explained the difference between satisfying a customer and actually turning them into a raving fan.

The raving fans* title has gone through this business like you wouldn't know. Everyone talks about raving fans now!

The terminology was so significant in my mind at the conference at Christmas, that we actually launched it as an aspect of what we wanted people to think about when they would servicing a customer. The word "raving fan" just caught on.

I've had employees emailing me from anywhere in the country, and saying, "Look I've created this raving fan, here is a copy of a letter or email from a customer." Don't forget, so far only a handful of people have directly been through the programme, so even terminology that people haven't yet fully understood is beginning to have an effect on the business. It's quite exciting really!

* The concept of Raving Fans was first written about by Ken Blanchard, and is talked about extensively in the enterprise-wide mentoring programme.

As a result of the programme, one person who went through the course has left your company, how do you feel about that?

Yes one left, but I'll be honest with you, he left because he recognized that the role of regional sales manager wasn't for him and that's not a bad thing.

From my perspective he left on good terms; he just realized that this isn't what he wanted to do. At the end of the day, you want people in the positions that want to do the job. So yes, it does make people think. I think that's the thing about this programme, it does make people sign up to it. You have no choice really, you're either in or you're out. You can't go along doing it half heartedly.

So far, only seven people have been through the programme. How is that new way of thinking translating to your front-line employees (i.e. to the people who haven't yet personally been through the programme).

No they haven't been through the actual course, but within the seven areas they are using all the terminology though.

They are using segments of the course within their own sales meetings and the "I, WE, and THEY BELIEVE" message is being translated via that manager.

So although they haven't been through the course itself, they are beginning to hear the terminology.

They have all done a session on _relevance_ and a lot of, "How are you relevant to the customer?" and, "How is that product relevant to the customer?"

They are getting the message, but perhaps not from the programme itself, but via the person who has the coaching of the programme.

Rolling out the programme to the next group

Justin is currently rolling out the programme to the next six people. We're doing it via coaching sessions and workshops which are explained in the book _Profit Upgrade_. In that six, there will be a 'service' member, Gaynor, and then once she has been through the course Gaynor will take on enterprise leadership and roll it into 'services'.

If sales was your problem, why didn't you invest in a pure sales training course, rather than a people/business development programme?

I had a specific problem, it wasn't a case of, I need better sales people. Let's rephrase that, we always want better sales people, but I didn't see it as a sales skills issue. I saw it as a business acumen issue and the ability for the manager to think like I would think, so it was a different skill set that I was looking for.

We were looking for a course that would turn managers into more entrepreneurial enterprise leaders rather than slightly better sales people, because I felt that they would have an effect on their team.

You know they have a team of 20 and if they're thinking the way I would think and they're being inspirational the way I hope that I'm inspirational, then the team will improve and the knowledge and the skills will be passed on much better.

What was your decision-making process to decide to invest in the programme?

First of all, I got introduced to it through the book _Profit Upgrade_. That got my interest up and I passed the book to Justin and David and said, "Look we've been discussing the issue with managers and how to make them more entrepreneurial, have a look at this book."

I also received a taster CD of the programme. That was very useful, because again they listened to that and they said, "Yes, this is actually bang on the button. This is what we are looking for."

Then we bought one individual licence of the programme and we went through an exercise of listening to it all, and it was a joint effort.

This is a programme you've got to want to do and I knew that if I was going to push this across the team, I had to have the two business leaders very keen on it, and they were!

Justin in particular absolutely fell in love with it. I think that again is quite key. You need one person (besides me), who's an absolute advocate and wants to push it out to the team.

**What difference do you see between the managers that have been through the programme and those who haven't yet**.

Well they all want to go through it now, so that tells you something! They are seeing a difference in their peers.

The best way of describing it is that they are awakened to an opportunity that they could never see before and it is very difficult to describe but they become alive and alert; they're different people from a business perspective.

They suddenly understand some of the basics of business, like cash and the basics that they had never really considered before.

They even think about how much money they are spending because they recognize every pound is going out of the business and they have to generate more sales to put that back in.

They just awaken to those basic things you learn when you're trying to grow a business, and that makes them act slightly differently.

I think one of the differences is that people are taught management in one form or another and are taught sales skills, but very few people actually get the experience of trying to understand how a business operates and works and how they can play a part in that, and I think this course gives them that.

It gives them the basic understanding of what makes a difference in a business, and they can add value in a slightly different way rather than just selling a bit more and managing a bit better.

They begin to think about what they're doing and try to improve things in their area.

Simon is a good example. Here is a guy who was doing a reasonable managers job but he's completely changed.

Unfortunately it's one of those things you can't easily describe, he's changed his thinking, he's not particularly an academic individual but he took to the course because of the way that the course is delivered.

He now thinks like a business owner.

I know that he's thinking the way I think.

Every customer matters to him.

Every appointment that he gets, every lead that he gets, matters to him.

Matthew's another good example in Scotland, where the course awoke him.

Justin in particular has got this going and has taken it to heart, and he is really excited about delivering the course to the next six who are going through the programme. Keeping that momentum going is an important aspect of it, and people seeing it as something worth having.

We are really really pleased with it!

How else could your managers have gained this new understanding and way of thinking?

They could have started their own business.

How do you plan to keep the spirit and energy of the programme alive in your company?

We are already talking about quarterly workshops to make sure the people are still engaged. The managers who have been through the programme are constantly reviewing it using the MP3 players and listening to it and going through it day after day, so it's good.

What are the three biggest 'take-aways' from the programme?

1. The obvious one is that I no longer have seven managers, I have seven business leaders.

They've moved on in their thinking. They are no longer just managing a business, they're now running a business and I think they see it that way.

2. You get motivated people. The course is delivered in a very motivational way and they enjoy it. I think that that is part of the battle in any coaching or training. So I think that's a definite.

3. If I'm being brutally honest, I think it sorts some people out, and gets the right people on the bus, and the wrong ones off the bus. I think it's one of those things people have to sign up for and it becomes very evident very quickly when they don't want to.

What other types of companies would benefit from the programme?

I'm a manufacturer and retailer, but I would say that any business would benefit from the course because it isn't a sales course.

It's about business development really.

It's teaching employees and managers the very basics of business. Not just what they are, but how they can influence it.

I think that's the big one.

They realize that rather than moaning about marketing, or production, or moaning about other parts of the business, they can improve what they do in their day to day work which will have a direct impact on the business.

Almost any individual business person could go through it really. I went through it and found it enjoyable.

It's part of the decision making process and I thought it was a great – it's a super course. It's enjoyable. It reminds you of little things. It makes you think.

What would you say to other business leaders about making a decision to invest in this programme for the benefit of your company?

I'd tell them to take the course themselves. I'd give them an MP3 player and say, "Take the course yourself!" When you go through it you'll understand the impact it can have on the individual people in your business.

The book (Profit Upgrade) to me was fairly self revealing in the sense that you suddenly began to think about your own people. All of us in business want highly motivated individuals capable of doing their job to the best of their ability and a bit more if we can get it.

I think that the course helps them to see what they can deliver as individuals. The _raving fan_ thing, has a very positive effect on our business. When everyone in the company thinks about customers and what the customer wants then you've won as a business leader, you begin to create more profit.

Why did this programme work for you?

99.9 percent of the time, training courses don't deliver, or they don't seem to deliver, or maybe they don't catch our imagination.

We have looked at others before, but this has caught the imagination of our people.

Yes, I wanted it and the guys at the top bought into it, but it's the individuals that are enjoying the course, and passing it onto their peers.

2. Interview with Justin   
**Divisional Director (South)**

Justin is a Divisional Director of Hammonds Furniture, managing a number of teams in the South of England. He mentored four of his Sales Managers through the enterprise-wide mentoring programme.

He immediately saw the potential of the programme in giving his team an entrepreneurial approach to business. He wanted to bring a more commercial element to his sales team to make them more profit-focused and better at business.

For him the course has centred around one word — relevance. This word alone has allowed him to look at the whole business from a completely new perspective.

Justin explains more...

Benefits to the company — relevance

"The reason that the course got pretty much an instant buy-in is because it just made sense. It hits you very early on that the language is right — the relevance, the beliefs, the lifetime values, this sort of terminology. It all makes perfect sense.

During the mentoring sessions we were able to draw instant comparisons. When we started, the economic climate was pretty much doom and gloom. You turned on the news every day and the high-street was in a dire mess. There were companies potentially going under. Every weekend you picked up the Sunday Times, and it gave their best estimate of who would not make it to the end of January. It was very much bad press that was going around.

What the course enabled us to do was draw comparisons with these companies, and a key word for us was relevance.

We started to study who was in financial difficulty, and bring it back to the point that, were their services, their products, and their employees relevant? Our belief as a group was they were not.

You had the MFI situation and JJB Sports were in difficulties at the time. In those sort of stores you see examples of poor staffing, delivering a poor service and poor product knowledge. So, relevance was a great word to hang over the whole lot.

Looking inwardly

"We then looked _inwardly_ during these sessions. We believe that as a product offering, our business is relevant. We believe that we do constantly change our approach and our offering to customers to ensure that we remain relevant. We have gone through (over the last 18 months) a lot of service related structural changes, because our service could be improved. Certainly, over the last 18 months, it has improved.

So, we were able to draw lots of comparisons in our business to what we were doing. It hammered home in the early sections in the programme the fact that we have to approach things differently. We have to constantly look. But expecting information to come down from above is not always the answer."

More on relevance

"I would say from a mentoring point of view, the bit that was crucial early on, was to constantly focus on the relevance to the individual rather than to the organisation.

Their initial reaction is to focus on the product. 'We need this product, and we need that product.' Whereas my job was to say, you are a manager of people, so in essence let us supply the same principles of that belief, relevance, customer-focus, and service delivery to those people.

The process with customers has changed. Customers are far more informed than they ever were, and they are far more knowledgeable about the process of selling. Over the years that has called for us, perhaps, to be more consultative in our sale, rather than be truly focused on selling to a customer.

The intention is now for a customer to buy from us, and you can only do that through having a high concern for customers' needs. We have a percentage of our workforce that still responds the old way. They still get results, but they sell rather than being in a more consultative role. The other thing of course is that all the time our customer base is getting younger and we should be expanding the product offerings that we have for them.

The point is, is a 60-year-old direct sales person relevant to a 40-year-old, young professional with two kids?

a) What do they look like? Is that relevant? b) What they say, is that relevant? And c) What they produce for the customer is that relevant?

We have started to question how we are doing in delivering a service to our customers and how that corresponds with our company mantra."

Being relevant to the people you manage

"We need to be relevant to our sales force so that they can be relevant to our customers.

For us this might mean putting together the right incentives packages that are relevant to them and ensuring that wherever possible, our touch points are relevant to them.

Relevant is a great word that covers everything. Is what I am saying today relevant to you? Is my management style relevant to the team? Is the team relevant to the sales force? Is the sales force relevant to the customers? Is the product relevant? Is the service relevant?

You can start to analyze everything. Is that relevant? That is certainly something we have gained from the course."

Thinking outside the box

"We have taken a massive amount from the course, and I believe my staff will be more relevant in all areas: in their approach to training, with their people and their recruitment, and thus my sales force will be more relevant to the customer because of it.

Now they are thinking about things they did not necessarily think about before — certainly the management team are. They are thinking more globally now on the deliverance of what our customers are getting day in, day out."

Flexibility of MP3

"I could not have timed the first section of the course better, in terms of when we launched it. We very quickly got buy-in.

I think the guys, certainly with the MP3 players, enjoyed the ability to listen to it on the move.

They were able to use down time to listen to it. I think that the way the audio is set out gives you a greater benefit than just reading the course. There is more packed into the audio day-session than there is if you attempt to purely read it.

The guys enjoyed ' _What would you do if you were CEO for the day?_ ', although that took a little bit of getting used to. Many people are often reluctant to point out failings or improvements, but after a while they got into that section. So, the first section went down particularly well."

How did you structure the mentoring sessions?

"The guys would go away, listen to the audio, and complete the workbook sections. We would then come back on the Monday, and pick out specifics from the audio section to lead to discussions, based around the actual session themselves, rather than the workbook. With the exception of the sales letter exercise, which we expanded upon."

Why did your company choose this course?

"We discussed at the end of October that we wanted to put two new roles into place. We were all very clear that the most successful way to do it was for the people to take ownership of the patch as theirs, and we looked at what qualities they lacked.

One word that kept coming out of it was entrepreneurial. We wanted them to run it like it is their own. We, as a senior management team, have all bought into the Nordstrom model of motivation of staff. So we were thinking how we could make our people, especially our senior managers (in the way that Nordstrom do) focus on their own results by over-delivering on customer expectations.

We started looking around, and Richard (Hammonds) happened to say, 'Look, I have got this thing.' He said, 'Have a listen to this.'

He had bought a single user copy of the MP3 mentoring programme. We sat down, and it was at that point we said, this ticks every box that we have been discussing over the last six weeks. This is exactly what we want to engender into our people.

I think in certain aspects of all of it, it gave each of us some energizing — and I think all three of us would admit to things that we know we should do, and we know do work, but get lost in the ether of day-to-day life."

Making people more entrepreneurial

"The thing that we were looking for is, what can we give these guys to make them more entrepreneurial? We wanted them to take ownership of their area of the business, focus on it and run it for the short, medium, and long-term benefit of the business.

I am of the belief that direct sales is one of the toughest field to be successful in. So, if you are a successful salesperson in direct sales, you will be a successful sales person in any arena whatsoever, because of the way you have to do it.

Those skills were never something that we questioned. It was the business skill, the acumen, or the methodology to attack certain issues that we were looking for from the course."

A broad appeal (Not a sales course)

Justin looked to the course to take his team to another level. He accepted that they were good sales people but needed more of a commercial approach to their selling — a more profit-focused view.

"I think that is part of its strength in the fact that this could have easily been unveiled to production managers, as it could be to the sales force, customer service, and every point in between.

It is something that you would pitch towards anybody who is either: a) Customer focused or customer facing, or b) Anybody that has people responsibility. I do not think that the two are mutually exclusive."

Is there a link between training your staff through this programme, and increased revenues and profit?

"Yes there is.

It is very easy, the further you get removed from customer contact, to become complacent and to dismiss the core values that need to be delivered directly to the customer.

It is also very easy to blame other departments, which is the one risk if the mentoring is not done correctly within the course.

It is very easy to say, 'Yes, that is typical. That is marketing. They have not got that right, they are not relevant.' It is very easy to buck-pass.

But if it is done properly, it focuses down on you, the individual, who is going through the course. This is your responsibility. What are you controlling, and what can you change to answer these questions that the course is raising?

So definitely, it made my staff think differently when they are doing their strategic plans, which they are in the midst of doing now, for the progression of their team."

Course gives you a new language

"This course is a bit different. You are not in a classroom environment. You have not gone off for three days. The case with a lot of courses is you love them while you are on them, and as soon as you are driving home you forget everything and very little gets put into practice.

I believe that we are already making changes as a result of this course, and will continue to do so, because it has given us a step change in language. It has certainly given the guys a step change in language."

Plans for rolling out the course

Hammonds has 1,000 full time employees (of whom about 200 make up the management team) plus an additional 500 self-employed people. Consequently, the rollout of the programme needs to be carefully planned and managed.

Justin is very keen to roll out the course to everyone in the company but sees it very much as a two pronged attack. Some people will go through the course in its entirety and others will learn the main principles and concepts from their line managers who have gone through the programme.

He explains how he sees this working in practice...

"I do not know at this stage whether every employee will be subjected to the course in its entirety, but certainly every employee will be introduced to principles of the course via their line manager, who will have gone through the course and gained belief.
3. Interview with Matthew

Regional Sales Manager (Scotland)

Matthew is a Sales Manager at Hammonds, responsible for around 30 employees and store managers, and based in Scotland. He went through the enterprise-wide mentoring programme under David's mentorship.

These are his impressions of the course and what it did for him.

A reality check for managers

"I found it very educational and something new for me; something different. I've never undertaken anything of this type before and had previously been left by directors and managers to get on with it.

I found it reminded you, no matter what part of the course you listened to, of what you should be doing, and where you should be focusing your efforts. It very much prevents you from slipping into that complacent personality within yourself.

My overall studying of the course was done on two days per week. We were introduced to it in quite a busy period in our own business when we were dealing with the day-to-day running of things. I had to sit down and do two days of the course as well, which was very educational. I thoroughly enjoyed it.

It was good. It reminded me that I am doing the right thing most of the time, but also that there are ways I could do the same thing better. I certainly took a lot from it that way. I tried to do as many mentoring sessions with my mentor as I could. After each day, I tried to speak to David (my mentor throughout the course)."

Close mentorship

Since David is based in the South, and Matthew is in Scotland, some of the mentoring was done over the phone.

"We had the mentoring sessions with David and some of the other candidates he was mentoring. I tried to speak to him as much as I possibly could on the phone too because he'd undertaken the course himself. It was good to open up my mind to understand what I'd taken from it and listen to his ideas as well.

That's just the way I like to be; when I have something put in front of me I want to make sure I fully understand it before I move on. The best way to do that was to understand within my own mind that I'd grabbed the concept of each day.

Some of the phone calls were as little as ten or 15 minutes, some of them were anything up to 40 or 45 minutes."

Telephone vs. face to face mentoring

"I would definitely say the classroom worked a lot better than the telephone. But if I had any questions, there was no point in me sitting with questions going around in my mind waiting for the next classroom session.

I had Kathryn too, who is up here with me (in Scotland) and was undertaking the course as well so we spoke naturally on a day-to-day basis. We were going through it together, if you like.

I had a lot of people round about me and it was good to get different ideas from different people as well."

Benefit of MP3 listening

"It is a good programme. The whole idea of the MP3 player worked well for me. I know there are obviously different ways of doing it. Some people prefer to read, some people prefer to listen. At some points my wife kept shaking her head every time I was walking round the house. I had this MP3 stuck to my ear as I was driving along or walking!

But it's so good to just keep going back over the sessions again to re-listen and re-listen. Still to this day I have the MP3 plugged into the car and I listen. I even listen to the interviews that were with the entrepreneurs, with Duncan Bannatyne and so on. It's very good."

Sparks a new thirst for knowledge

"One thing it has done for me (that I put into the presentation at the end) is sparked a whole new me — a new love of learning where I'm actually going into the library and picking up a book.

I've always taken my son to the library but I've never, ever thought about picking up a book myself.

Usually when my son is in the library I stand out in the hallway on the phone talking business. Now I put the phone on silent and I pick up entrepreneur's autobiographies, like James Caan, and I've read Jack Welch since then as well. I'm now onto Jack Welch's Winning book. My wife even picked one up by Bill Gates, which is what I'll probably move on to next.

It's just so good to get all these different management and leadership methods and theories. I've got this thirst for knowledge now which is something I've never had before.

It's just flipped a switch in my mind to re-set a new mindset and to continue with self-learning because I've learned so much from the course. I want to continue to learn more and more."

Learning from other companies

A part of the course involves researching well known companies to find out when they were founded and by whom — and then assessing different aspects of business, such as the life-time value of a customer to these companies. Matthew found this particularly interesting.

"You look at these companies and you just take so many for granted, don't you?

We all know that Ford and Henry Ford have been about for many years. But you think, 'How many times did Henry Ford actually fail before he was successful?' One of the things I certainly took for granted, is my _spending value_ to large companies.

The two main ones that talk about it for me are Tesco, which is mentioned in the course, and Gillette Razors. Still to this day I use Gillette Razors because my father used Gillette. It makes you think about how much money you have put into each of these companies.

It is one of those fundamental things that you need to try and encourage into your staff and your employees — that it's important not just to sell to a potential client or customer, but it's about that customer coming back and buying time and time again."

Makes you examine your own failures

"The course makes you question your past failings. I've failed myself and my team in a number of different ways. One of the things I'm not so good at is recognizing when they've done well, and praising them and keeping them motivated. It's been a complete learning curve for me.

In fact, I've already taken many of the things I've learnt from the course into the sales team and into different parts of the business that I look after, and started to teach it to them. By teaching it to others you understand it a lot better yourself. It's the best way of learning. We're probably about 60 percent of the way there in getting the results that I'm looking for.

Within the next six months, I plan to have this completely instilled into the team and ready to go from there. Already I'm getting good buy-in from a lot of them and we've made some cuts along the way from people who have been resistant to it. That's the way forward in business. You've got to look at it and you've got to say, 'Okay. Who believes and who doesn't believe? Who's on the bus, who's not on the bus?' And take it from there."

Are you now a better sales person, manager, or a better leader?

"I would say that it has added a little of all three categories, but I would pick one out now and say that I'm probably a better leader than anything else. I took a lot for granted and I was very much guilty of being complacent in the past. Now I am a better leader and better at listening to people, leading them along, and sending them in the right direction."

Reprogrammes your mind

"You've got to know what's right for your own people, your own region, and your own team. You've got to make the call and be gutsy and just go for it. The course certainly reprogrammes your mind and puts you in a completely different mindset for looking at business and the way forward.

You understand where the course is leading you and you do reprogramme. It points you in the right direction and reminds you of what's important by categorizing things and expelling any doubt you had. You come out of it with a completely new mindset."

Ongoing learning with the workbook and MP3 player

"The good thing is that we still have the MP3 players and the workbook and we can continually go back and revise over them. I've still got the MP3 in the car and it just gets plugged in and continually reminds you about things and you continually pick things up from it. That's just the way the mind goes; it can forget just as quickly as it can be taught."

Would the mentoring have worked without the programme?

"I think you have to have the course because it gives you something to work to. It gives you structure to the mentoring sessions.

You knew what you were going to discuss in the mentoring sessions as you were already working on it. For me, the mentoring sessions were good and they let you delve into each of the modules. I listened to the programme on a daily basis. Then I kept reflecting back on the day. So when I was on day three for example, I was listening to day one, day two, and day three just as a reminder. The mentoring sessions would not have worked on their own."

Workbook stimulates ideas that just keep coming!

"The audio is very easy to listen to and learn from, but the only way you can ever take anything in is by actually doing it practically in the workbook. I preferred to do the exercises because you can listen to something over and over again, but unless you're actually taking what you're learning and putting it into notes and doing the exercises, then it's not really sinking in.

The mind will register it and store it a lot better if you're actually doing some sort of exercises to jog the memory, to remind you of what you've just listened to.

I really enjoyed the research that we had to do on the Internet, especially looking at three companies and their founders.

The difficult bit for me was the five things you would implement if you were CEO of the company for the day. That was a good thing. That really got you thinking and I spent most of the time flashing ideas onto pieces of paper and everything else!

There were bits of scrap paper with ideas on everywhere — lying around my car, around the house, even on the back of receipts!

I always carry one of those retractable pencils with me, either stuck in the pocket of my shirt or jacket I'm wearing. There's usually a notepad in my bag or there's a notepad lying about the car because when an idea comes up the mind can forget something just as quickly as it can be taught. You've just got to get that little bit of an idea scribbled down quickly.

That's one of the things that I enjoyed about the course because you carry the workbook about. At one point after about five or six days into the course I said to David, 'I hope you don't want this thing back because it looks as if there has been a graffiti artist all over it.' There were scribbles and highlighters all over the place. You take so much from it.

The practical work is imperative to the learning. I can listen to something day in and day out but when you're listening to something your mind starts to drift after a while.

Whereas if you're reading something you've already listened to and then you do an exercise on it, it encourages the mind to take more in."

A three pronged approach to learning — through listening, reading and mentoring

"Because it's multi-level approach you learn more and it sinks in more. I've seen myself going into each mentoring session and coming out with a clearer understanding of the day's work and effort that I put into it. I get a better understanding of the ideas I've come up with and also the ideas of others. Then you can grab hold of it and you think, 'Right, I know where I'm going with this now.' Then you can comfortably move on knowing that you've consolidated each of the days that you've just done."

How useful was the final presentation for you?

"That was a final exam for me, to get through the whole course to make sure it was set within my own mind and that I fully understood everything that was meant to have come from the course. Certainly the feedback from David says it all. He said, 'It looks as if you've got exactly what was meant from it.'"

Biggest change from the programme?

"I've changed in a lot of ways. Certainly the way I manage my team has changed somewhat. Now I have more meetings, more coaching sessions, more training, and I am developing the team more as well: I know who the stars are, and who needs more support. I also have a better idea of looking after the business and how to drive results.

My results here in the region have lifted since undertaking the course, because I'm looking and focusing on the right things now, even right down to recruitment. I've been making sure I've got the right people in the right places. I've already made changes within the team, putting people into new roles and into new stores. I've even adopted a completely different recruitment structure."

Programme affects results!

"I am fairly new to my current position and things are done slightly differently to what I am used to. So I struggled to begin with, but then I went through the course and suddenly had a light-bulb moment which pushed me on and helped me to focus on the right things.

Just after the first mentoring session, I had three very, very strong weeks in January. I don't think I've ever had three strong weeks! I'd had a very, very bad period. I needed them and they happened at the right time for me and it was just about me having the correct mindset and thinking and focusing on the right things. Without the course I probably wouldn't have done that."

Upgrade for any manager

"The programme would be an upgrade for any manager. It teaches you the harsh realities of what your failings are as a manager and what you should be doing — what you're not doing and what you're kidding yourself on. There are people who think that they're doing everything right (believe me they don't because I was one of those people two years ago) and within two days of this course they will soon find out they're not. It's a complete reboot of the mind, to re-programme the mind into thinking and focusing on the right things and the way forward. That's certainly what it's done for me."

Reprogrammes your mind

"It's basically taken all the bad habits out and it's re-programmed my mind to being focused on that common goal and having all my team working towards the same common goal, which is to get customers, get their lifetime value, to get repeat business from them and grow the business year on year. Like I said, we are about 60 percent of the way there to having a complete team. We've still got a lot of effort and work to put in, but we'll get there."

A very good programme!

"It is a very good programme and I've learnt so much from it. It's been an absolute pleasure to go through it. It has certainly programmed me into the right mindset to take this region in Scotland, pick it back up, and take it forward again."

My wife envies my new confidence!

"My wife says, 'I would love to have the confidence you have. You are just so confident at the moment.' She's even considering looking at the books, at the workbook and the MP3 herself! She says, 'If I've got to listen to that for a few weeks and walk about with that stuck to my ear to get the confidence that you've got, then give it to me!'"
4. Interview with Simon   
**Regional Sales Manager (Kent)**

Simon, the manager of the South East region of Hammonds was initially the biggest sceptic about studying the programme. After a few sessions and some strong mentoring by Justin, he soon turned around and has since become one of the biggest advocates of the course, and is already putting into practice what he has learnt.

Here's what Simon had to say:

### Biggest sceptic of the course

"I would say I was probably the biggest converting person because I was the biggest doubting Thomas in the beginning.

For me it was a case of, 'I've seen all this before, I don't need any more enforced learning.'

I was never a great studier or an academic at school. I found the tough going at times but good fun. The commentaries in the car were great.

Colleagues turned him around

When probed about being reluctant to get stuck into the programme, Simon said he started to look around at his colleagues who were enjoying it and this converted him.

"The conviction of my peers and especially Justin's full belief in the programme turned me around. But not just because he's my boss and is paid to say that sort of thing! My peers were saying the same things and they weren't being prompted to. They were really getting a lot out of it and wanting to do it to improve their business.

I started to analyse myself and think, 'What am I doing wrong? I'm actually just holding myself back.'

My colleagues were so upbeat about the course and said, 'Come on Simon you don't need to be negative about all of this. We think it's great!'

You suddenly think, 'It's like anything isn't it?' If you surround yourself with people who are positive, you become positive.

So, fortunately all my colleagues at the mentor sessions were really, really upbeat about it and I'm thinking, 'Well, come on Simon this isn't huge — get to grips!' Also it is all very logical, I'm just not doing enough of it and it does make sense.

That helped me take down the wall and start to look at it. I admit I was very, very sceptical to start with and everybody who sat in the mentoring sessions would say the same. But from the point of view of getting a lot out of the course, I was the biggest converter."

### Simon's mentor group

Simon was part of Justin's mentoring group, along with Vanessa, Dave and Michelle.

The group met more regularly than David's group, meeting every week after the mentees had studied two or three sessions of the course.

Simon explains more...

"We did it as a group so we met every Tuesday and we'd do two to three days of the course a week with the constraints of doing our own business work as well.

We'd do two to three sessions in the week and then have the mentor sessions. In the sessions we would go back through it, reinforce it and knock around ideas about how it would be relevant to the business, obviously Hammonds."

### Mentoring sessions — key!

"What I found more beneficial than anything else were the mentor sessions. They really dotted the _I_ s and crossed the _T_ s for me. We got together as a group and put our ideas together about what we had learnt and that's really when it started to sink in. I (to quote the course) became a _believer_.

I thought, this has got a lot of substance, it's very, very logical. It's all the sort of stuff that you think you do but, you don't do enough of it all of the time, and toll be honest I probably didn't do half of it enough of the time.

So from that point of view, the mentoring sessions were invaluable.

Anyone who goes through the course without a mentor would probably find it very, very tough to get through. I would have found it impossible to get through without being mentored."

### 100% belief in the course!

When asked what he learnt from the programme, Simon explained...

"I learnt from myself that I believe. I absolutely 100 percent believe in the course. I just don't do enough of it all of the time. You like to think you do because we all kid ourselves that we do things day in and day out.

The philosophy of the course is right up my street. It is customer focused, and people focussed — exactly how I manage.

It also reinforces all those concepts — raving fans, going the extra mile... It just puts everything into place really."

### Learning from real-life entrepreneurs

"To me Day 5 was excellent because of the great entrepreneurs featured. Duncan Bannatyne is a bit of a hero because I love Dragons' Den and I follow James Caan and Peter Jones and all those types of people. When you take someone like Duncan Bannatyne who started with absolutely nothing, you can see it was pure, pure persistence and the belief that it was going to work.

I found that great.

I found the entrepreneur section invaluable on Day 5, for sure.

That certainly started to turn the corner for me."

### Would the mentoring have worked without the programme?

"No, I don't think it would because we wouldn't have had a structure — we wouldn't have had an agenda for the day. We would have gone meandering from one thing to another.

We would do Day 1, 2 and 3 and we'd have a mentor session to go through those days. We'd re-listen to Days 1, 2 and 3 and we'd go through the workbook to check our answers — to see what came out of the question, ' _What would you do differently as a CEO for the day_?' and your five top tips.

We really chucked ideas around. It was great because some people would think of something that was completely out of roll call, but might actually work. This is where I came up with a lot of ideas and my colleagues did too."

### Group stimulates discussion and ideas

Simon pointed out that the group was key to generating ideas, something that would have been harder if the mentoring had just been one to one.

"You can have a mentoring session with just one person but if you want more ideas or they are having a bad day, or they're not completely in tune, you're just going to get out what you've put in.

But if there's more than one person there, if you are all doing it as a collective group you get so much more from it. I think three or four people with a mentor is ideal.

Certainly the small group that we were doing it in was great because it reinforced everything, and because they believed so much in the course.

It doesn't matter if you're a non believer because that's what I was. You come around to it! It's human nature isn't it? If someone tells you that you're looking fantastic even if you're feeling awful, you actually start believing it after a while."

### Course — logical

"I think the customer part, _they believe_ , made the most logical sense. Certainly _we believe_ too as that is the troops again. No real disparity between those two. By the time I got to _I believe_ , I really did believe too! Whereas before I was thinking, 'How am I going to get to _I believe_ , because I don't?

Going through in that order made logical sense. I said to Richard Hammonds, I really am in control of my own destiny in the role that I do. I see leads from beginning to end. I see customers from beginning to end and if there's a problem, I can resolve it.

You can turn a potential complaint around to a raving fan, which sometimes has a better effect than just pleasing a normal customer who has no complaints."

### The business is my business

"I treat my area as _my_ business, because it's what I get a bonus on. That's what I get paid to do. Ultimately I'll get paid less or more depending on how successful that business is. So although it's Richard's name on the door, my customers judge the company on the way _I_ treat them. To them, I am Hammonds!"

### Course is ongoing

"To be honest I've only just started to scratch the surface on what we can achieve. The systems I'm putting into place have an action plan which I'm going to roll out over the next 12 months going forward.

But ultimately, it will just continue and the one thing I want to do with my, _I believe,_ if you like, is to revisit the course again. It's not something that I want to put on the shelf and forget about. It's taken a few months to go through the 21 days but it's not something that I will abandon like so many training courses I've done.

It's something that I want to dig out and reread. I'd re-listen to someone like Duncan Bannatyne or one of the other entrepreneurs on there on how they started their business, and how they overcame their particular challenges. It's a case of reinforcing messages — such as if you haven't got the right people onboard then you're never going to get to where you want to be."

### Do you plan to rollout the programme?

"Yes, initially I'm going to take my team through the programme. I don't know what Richard Hammonds wants to do with the next rollout, but I certainly want to take mine through the 21 days, probably two or three people at a time.

Again, I can speak with conviction because, I can say, 'Look guys, if you're sceptical I understand because I was sceptical. I've put myself through this, I've got a lot out of it and this is what I want to pass on to you.'

The more enthusiastic you are, the more people respond, and that's what I've found with my peers and certainly the mentor groups."

### Any doubters — ring Simon!

Simon has so much belief in the course that he would be willing to speak to anyone who has reservations about introducing the programme in their own business.

As he said himself,

"If you get any doubters on the course, get them to give me a ring!

I'd happily tell them exactly what I thought. How sceptical I was at the beginning of the course, and about how much you can get out of it, once you invest the time and understand what it's all about.

You don't need to be a graduate to do the course. In fact, you don't need to have any qualifications at all to understand the course. It's pure logic. It's purely — enjoyable and it makes absolute sense.

You will get something out of this course as long as you put something in it."

The course changes you as a person

"It's funny, because Richard Hammonds said to me at the end of the presentation. 'Simon you're a different person from the last time you presented to me'.

I can only take his word for it, but I'm sure he's absolutely right. I got a lot out of it and I think from Richard's point of view, he got his money's worth. He's very, very happy with the feedback from all the presentations that day."
5. Interview with Vanessa **  
Regional Sales Manager (South East)**

#

Vanessa is a senior manager in Hammonds, based in the South of England. She manages a team of around 30 people. Justin was her mentor throughout the enterprise-wide mentoring programme and there were five people in their mentoring group.

### Method of study

Justin, Vanessa's mentor, set aside time each week for the group to meet. Three or four of them would get together and listen to the audio programme as a group. This would remind them of what they had already studied on their own and stimulate discussion.

"I really enjoyed going down to the sessions. We listened again to the section we were doing and then talked about it afterwards. We discussed what each of us had come up with, and sometimes we had the same ideas and sometimes they were different.

Justin was a great role model for this because he really bought into it and so it really helped with our enthusiasm. It was really good and worked really well. Had I not done that, the course might not have served its purpose as much as it did, because we learnt a lot from the team as well.

I really enjoyed the self-development aspect of the course too."

### Flexible learning — MP3

Vanessa liked the flexibility of the MP3 player and the ability to listen to the course in the car.

"We do quite a bit of travelling around so it was good to listen to the course while we were travelling to where we were going. I put it in the car and listened to it. It is motivational as well when you're driving to work in the morning and you're listening to it. That worked well for me.

Sometimes I listened to a session twice, and before I started preparing for the presentation I listened again to the summary session. It summed up everything individually but in shorter sections.

I even listened to it on the train going to the Ideal Home Show and I thought I could listen to it quite easily again and again. I intend to listen to it quite often now."

### Makes you more thoughtful

Each day Vanessa listened to the relevant audio session and then completed the exercises in the workbook in the evening.

"Sometimes, I found myself sitting and thinking about different options and different ways of doing things within the business. The course allows you time to do that. You don't always have that time where you think, 'This should be done this way and this should be done that way.' It makes you step back from situations and scenarios, and look at them a bit differently. It makes you a little bit more thoughtful.

I reflected these ideas in the final presentation I did. We had a brainstorm before the presentation and then wrote an action plan. It generated a lot of new ideas."

### Makes you more confident

"I remember listening to it on the train and thinking to myself, 'You can do it, you just need to get up and get on with it.' It makes you think like that.

To me, the goals become more achievable and it is a mental thing. It happened to me when I started listening to the entrepreneurs and their stories.

That was the time when I thought, this is just brilliant!"

### Could you have done the course without the mentoring?

"Yes. Having gotten it off the internet and gone through it myself, I still would have found it very, very good but Justin enhanced that. It makes you think about things differently."

### Good in small mentoring group

"I think it was better doing the course with a small group. I enjoyed discussing the different sections and seeing what other people thought about them. That worked well for me. A group was definitely better than doing it one to one."

Teaches you how to act like an entrepreneur

"It teaches you how to think like an entrepreneur and how to act like one as well. It gives you hope and motivation. It gives you direction to base your career path on.

If you went to an interview and you started talking about _I believe_ , _we believe_ and _they believe_ , you would do pretty well! It prepares you well for the future. You can talk confidently about business."

### Course makes you a better business leader

"The course has made me a better leader, definitely. It has not made me a better sales person, but it depends on how you define that. It has made me look at the bigger picture of the company and has given me the freedom to stand outside the box and to view things a little differently. I think Richard was pleased because we started viewing things as a business rather than individual teams.

I think we all got something out of it which is we are all better leaders now. To me, that was what it was all about. It was about you being a leader and then you feeding it down and your team feeding it down to your customers. For me, it was about relaying that communication from one place to another.

I've always felt that I have a business mentality. So it would be interesting for somebody who doesn't think like a business person to see how it develops them because I think for people who are new and less experienced in that role, it could transform them significantly."

### Rolling out the course

"What we saw in the presentations is that there are so many skills within the senior management team and perhaps not so many in the front line staff, and they are the ones meeting the customers day in and day out. So I am keen to get the ball rolling in my team, as I'm sure the course could produce some really good results. I think you have to get the right mindset first, and then sell the messages. We need to get those people through this training class now in order to get them thinking about the business as their own business."

###

### Will the course achieve higher sales/profits?

"There is room for improvement within any business anywhere.

We had a meeting recently where we were coming up against quotes from other businesses, and were loosing business as a result. It became apparent that we were getting a bit complacent. As we learnt in the presentation, it is not good enough to be good at what you do, you have to be exceptional and you have to be better than anyone else.

I think that will be my way forward — to give everyone the skills, knowledge, understanding and the attitude that they need to achieve results. We need to ensure we have the right people on the bus to be able to apply that to the business, and I think if we achieve that we will be able to have higher sales."

### People are everything in business

"You are as good as your weakest link, aren't you? There's a lot of truth in that. Sometimes it takes a bit of time to get the right team and I do understand that your people are everything in your business. We have the right people in our teams and that is the first stage.

Another Regional Sales Manager mentioned something to me the other day. She said, 'There are only two types: the _can't do_ and the _won't do_. I will turn the ones who can't and I will lose the ones who won't.'"

### Most important message — all about the customer

"For me the most important message was about the customer and how important the customer is in any business. It taught me that you have to do everything you possibly can for your customer. It was very much about that for me. I suppose relevance to the customer was a big part of that but the focus for me was on the customer.

A customer means cash, but is not just a one off visa transaction. You have to make sure that when you are in contact with a customer it is the best contact you can give them, all the time, consistently. You can't have a single wrong moment. For me, it was very much about that and then demonstrating that to my team."

###

### Getting customer service right

Since completing the course, Vanessa now looks at all businesses she comes across from a new perspective.

"I can walk into a business now and I see ways of improving it. When I went into a pub the other day, I actually felt like I could take it over and run it automatically — by creating harmony and giving really good customer service. You realise how far people are from achieving that and you wonder why they don't get it. You have to be good at what you do otherwise there is no point doing it.

It is not rocket science either; it is basic common customer service. It is often simple things you can do. I think if you have the right people who enjoy working with customers then it is not a difficult task. If you have bubbly people, with a nice smile, who enjoy talking, that is all you need. That is what much of customer service is. It is about being friendly and helpful to the customer."

6. Interview with Kathryn **  
Divisional Director (North)**

Kathryn is Hammond's Regional Sales Director for Scotland. Her career has predominantly been in large blue chip multinationals and as a result she has been through scores of professional training. For her the course was a good reminder of what she had learnt in the past.

### An important refresher for more experienced executives

"For me the course was a really good refresher. What it did was pulled together a lot of things that I'd previously covered over a long time span in two different organisations and bought it back to life.

I found it very, very useful which for someone who's already covered them probably sounds a bit bizarre but I found it very much a refresher. It was compact and condensed enough that it kept my attention span, even though some of it wasn't new and I have the attention span of a gnat!"

### Method of studying — whilst driving

Kathryn enjoyed listening to the course while she was driving. She would listen to the audio programme during the day and then refer to the workbook in the evening.

"I always refer to driving as dead time as there's very little you can do during that time.

As a result I found that the listening was very, very helpful as it was something I could do whilst I was driving and still take it in. Sometimes I would listen to two or three sessions at a time.

When I read the workbook I used the little summaries at the end of each section to recap because you need that little refresher — just two minutes prior to sitting down to do the exercises."

### Biggest takeaway from the course — the wrong people on the bus!

"It was the reminder about having the _right people on the bus_ and making a decision about the wrong people.

We've had a couple of situations recently where we've had difficulties with individuals, specifically relating to conduct and attitude rather than results.

My gut instinct told me at the beginning to manage this person out and I knew as soon as I got to that section, 'This person needs to go. I can't keep pushing water uphill and I can't keep trying to motivate someone that doesn't want to be motivated.'

That was a real breakthrough moment in terms of thinking about how I was going to do that and how I was going to confront the situation."

### Thought provoking — What would you do if you were CEO?

"The other sections I found quite thought provoking were the little summaries at the end. The question, _'What changes would you make if you were CEO_?'

You don't ever put yourself in David's situation and think, 'Okay, if this was my company what would I want? Or what would I do?' Those sections were actually really, really powerful because you can imagine the sort of feedback that he got in terms of potential ideas. I found those sections really good to think about ideas and regenerate a bit of energy into things."

### Different learning styles

"Most people are visual and some prefer to listen to audio. When we covered the _Good to Great_ section I had Jim Collins book and I gave it to Matthew and said to him, 'You're welcome to this. It's a bit dog-eared so I do apologize. It shows how much use I found it.' He worked his way through using that as a secondary piece alongside the programme.

I found the course easily listening and honestly I have no attention span whatsoever! I get bored of things very quickly. I tend to pick something up, and if it doesn't grasp my imagination quickly it gets dropped and never picked up again. Whereas I didn't find the course at all tedious, I really enjoyed it.

### A more intense course keeps up momentum

Kathryn's company was going through a busy period when the course was introduced so it was not always easy giving it the time it needed. She recommends trying to keep it to a tighter schedule.

"The timing of when you do it is quite relevant. I would say the more compact you make the learning, in terms of time, the more benefit you'll get out of it. We stretched the programme from early December through to almost the end of March. For me that's quite a long time span. You're creating the opportunity for people to put it aside and forget about it. It would have been better to stick to the suggested 21 days to keep the momentum.

I think the mentoring needs to be set up in advance and be planned too. So right from day one you're launching it and saying, 'Here are the three or four meet dates. Here's what you need to have covered.' Really a guideline in terms of how the study time should be planned out. It would have been helpful to put the mentoring dates in the study schedule too."

### Tips for successful mentoring sessions

"What we did was we created an environment where there was no authority. Everyone was equal. It didn't matter who did what in the organisation for the purposes of that day within those four walls, everyone's opinion was as valued as everyone else's.

Then we used the summaries from the workbook to create conversation and open dialogue. We went into each section on the very first page where it says, _Today in Summary_ , and used the bullet points in that section to start the conversation going.

It gave people the opportunity to feel that they could throw in a question, or that they could throw in an idea they'd had.

Before you knew it you were talking through each of the sections without actually following any format.

David led the discussions and stayed at the front of the room with a blank flipchart.

As we went along everyone scribbled down notes. For example, someone would recommend a book and then everyone would scribble down the name of the book and other people recommended training websites.

It was good for everyone to share ideas and for everyone to go away from those mentoring sessions with either a slightly different perspective, or some additional books and websites to research."

### Learning from entrepreneurs

"The week that we looked at great companies and innovative people there was a programme on television about Bill Gates. So it was fun when Matthew and I had both watched the same programme and that week we were able to talk about Bill Gates and his business. I learnt a lot and it was useful for everyone to be talking round the same subject. It's amazing how much more information you gain.

There were some weeks when someone hadn't managed to study all three companies but it didn't matter because there was always someone who had. So even if you hadn't done the background research you could learn from it. There was a lot of shared learning going on."

### Course drives change

"I think it will speed up change which interestingly is something my team in particular are about to go through, because I'm about to change some major roles within our team in the North.

I've got an opportunity for change which should drive a bigger result that no other division has currently got. So this will be extremely helpful. If I can get this rolled out to the others as we hit that period of change, it could be really beneficial."

### Rollout of programme

"I think that the rollout of it operates in two levels. You've got one team of people who are store based and one team of people who are freelance or independent people. And that in itself affects how you cascade the message — one lot employed, one lot self-employed.

The employed people are very much, 'Just tell me what you want me to do and I'll do it.', whereas the self-employed people want to be led. They want to be inspired. You have to convince and persuade them when the employed people do it more because they feel it's part of their job."

### Programme without Mentoring?

Kathryn saw the mentoring sessions as a vital part of the programme. For her, they enhanced and added to the experience. In her words:

"I think the mentoring pulled the whole thing together and made it relevant. It also helped share the learning and shared different people's experiences and backgrounds.

We had a very mixed group of people. I don't know if that was deliberate or just a coincidence, but you wouldn't have had such a rounded learning experience if you hadn't had that shared opportunity."

### Benefit of different levels of management going through programme together

"What was possibility different to how it's gone out in other companies is that we had mixed levels of management going through the programme at the same time — in fact three levels of management.

In other companies like Avon or Body Shop, that would have been rolled in tiers from the top first. You would have got one full level of management doing it before it was cascaded down to the next level. You would never have got three separate tiers of management simultaneously working through a programme.

I think that's quite powerful."

### Other departments want to go through the training

"Do you know what's interesting? The number of other departments who are asking questions about the course.

They have been saying, 'It's only for sales.' I've had to explain to them that the programme has been rolled out first in sales, but that it will go further later on. It just happens that we're guinea pigs, we were the first in.

It's interesting that people perceive that we've got something they haven't. There's that, "I want it."

### Has this programme made you a better salesperson, manager, or leader?

"Leader. Without any doubt.

I came from an environment where I was very much strategic and very much top line. I cascaded messages down and rolled messages out to bigger groups of people. I was in a company and learning a new marketplace, and got very, very, involved and became more of a manager then a leader because of the nature of what I was doing on a day-to-day basis. As a result I stepped away from the leadership side.

So the one thing this did was refocused my mind."

### Additive MP3 learning

"It was addictive, and that's what I need when I'm learning. When I have a curiosity for something then I want to do more, and do more, and do more. I went to bed wearing those MP3 headphones and my husband said, 'You have to be having a laugh!'

He's gone through the programme. It wasn't optional because I talked about it constantly. He hasn't read the book but I'm sure he could finish the workbook for you!

He's picked it up purely because every time he sat down to eat I would be talking about a section of it, or the workbook would be sitting under my nose as I was doing something else."

### Course in a nutshell

"Thought provoking. Mentally stimulating. Re-energizing!

It creates an energy and spark to want to make changes, and to want to make a difference."

7. Interview with David

Company-Wide Sales Director

David is the Sales Director at Hammonds. He acted as a mentor to take three of his sales directors through the Enterprise-wide Mentoring Programme — Kathryn, Matthew and Lee, all of whom are at different levels in the company.

Intense learning approach

David structured their learning by studying the course in 3 intense sessions, each lasting a whole day.

"We met on three separate occasions. Prior to that point, I'd been attempting to do some mentoring over the phone, but it was unsatisfactory really. So on three separate occasions we took in three sessions at a time. It was important that they had already read the workbook, done the exercises, and listened to the MP3 sessions."

### Different styles of learning

Justin (the other mentor), on the other hand, chose more regular meetings but shorter sessions.

"I don't know to what depth and how much Justin actually explored it. I suspect in some depth. But because I had left myself less time, I had to cover more material in less frequent sessions. We did it slightly differently. One has to remember that people with different levels of education do things differently. Whether they've had formal or vocational training in the past is relevant as all these things impact on the individual.

When I went through the course I didn't listen to the audio straight away, I read the workbook straight through about two or three times. That's my style of learning.

It was a lot of investment and it was pretty tiring! I was actually bushed at the end of it, but, I thought it was absolutely essential."

### Mentoring a key to the course

David realised early on that mentoring his colleagues through the course was a key part to the success of the programme.

"I would say that what worked best was discussion. 'Okay, you've been reading the course, listening to the MP3 sessions. Let's now discuss it. What's your understanding of this?' It was three intense days.

I had to be satisfied before I moved on that they understood it. The way I satisfied that was by them explaining to me what they were thinking of doing in relation to each section of the course.

I know that from my experience you can ask somebody if they understand it and they nod profusely and say, 'Yes'. So you assume they do. You have to drill into it and say, 'Well, repeat it back to me then.'"

### Importance of face to face mentoring

"I started off with believing I might be able to mentor over the phone. I would have a good long conversation about various elements of the section that they'd just done. But, frankly it didn't work because it has to be more of a face to face, almost tutorial kind of approach - the sort of thing you get at a university where people have the opportunity to discuss some of the things they may or may not have understood with their colleagues and also with the tutor. That's in essence the approach I took."

### Applying the messages to Hammonds

"I knew that if you got people in an intense environment discussing each part of the course and contextualizing it in Hammond's world then they would have more chance of getting it. Because very often some of these things can be a little bit esoteric can't they? It's like saying, 'Okay, I understand the principles, but, how does that apply to me?'

What I was always doing, was trying to say, 'Right. What does this mean to your team? What does this mean to you? What does it mean to Bob in your team? What are you going to do differently?' All the time trying to contextualize it.

That for me was the most important thing. I think that's when it started to click and you could see light bulb moments going on. That clearly happened with Simon.

Simon was mentored by Justin, and Simon was honest enough to say that he didn't find it at all for the first couple of weeks. However, as Justin started to contextualize it for him he started to understand that it was of benefit to him."

### Customer focus

"I think the most important thing for us is that people have got to understand what the customer wants. It all hinges around what the customer wants. You satisfy that and then you start to get some organisation of what you want. That's business though isn't it? You and your team efforts should be focused around doing what the customer wants you to do."

### A learning experience for the mentor

It's not just the mentees who learn from the programme — the mentor gets an equal amount for themselves.

"It helped me understand the team's level better, for sure. The thing for me is that there are a lot of ideas in the course. I still read a fair amount of business books and history books, but sometimes you just need something to frame things; to frame concepts simply.

The course frames some fairly involved concepts, which you can get more out of if you do more extensive reading."

### An entrepreneurial mindset

David's mentoring group liked the analogy of all employees needing to think like entrepreneurs.

"The entrepreneurial mindset is quite seductive to sales people. Entrepreneur is the word of the moment because sales people want to be successful entrepreneurs. They're always out to get business. And that's what in essence the entrepreneurs are all about."

### Quotes from real life entrepreneurs

The audio session on Day 5 of the course centres on stories from real life entrepreneurs, many of whom are well known names in the business world.

"The entrepreneur quotes people found absolutely fascinating. They were a big deal for a lot of people.

It was good for all the team. That was the thing that really separated it from normal training courses. It says — these are successful people, follow the habits of successful people. This reinforces what goes on in the rest of the course. It particularly impacted on Justin. He kept ranting on about that for days!

Fortunately these entrepreneurs are great communicators. They explained a lot of the concepts in the rest of the course, and there was a consistency and simplicity of message which is very important.

Successful entrepreneurs seduce not just the general public, but business leaders, don't they? Business leaders want to try and make their teams better than others. They see these successful people and think, 'Why can't I be like that? Or why can't my people be like that?'"

### CEO for the day — feedback

A popular part of the enterprise-wide mentoring programme asks people to think what they would do if they were CEO for the day.

This is what David had to say:

"Interestingly, when we first started the process, the managers spoke about the improvements they would make in other people's areas: like operations, customer services, production, marketing and product development.

But I said, 'Here's a mirror, let's just look at your little bit of business. What would you do to your bit? You are now a CEO. What would you improve in your area? That was a bit of a struggle to start off with, but, once we put it in that language, we had quite a few conversations about them being CEO in their area. That's when they started to get it.

That's when they started to say, 'Well okay, what would I do in my area? Now I've realised that I can actually do these things, and it's okay that I haven't done them before, because nobody's going to beat me up over it.'

So I started from day one and said, 'Right, this is your little bit of sales generation. What are you going to do?'"

### A commercial confidence

Once David's mentees got more immersed in the course he saw a marked change in their mindset.

"You start to see the transformation of people — realising that they aren't passengers. They _can_ and _should_ affect what they have in their area. They see that there are some key principles, good solid principles that they could adhere to. They understand that if they follow them it will give them the confidence to make an impact and make a difference. It just gave them a commercial confidence really."

### Different levels of learning

"Each of the areas in the course, you could delve into to a huge degree. But that's not necessary all the time as it works on a simpler level too.

At a higher level it brings together a lot of ideas and creates a framework within which you can operate quite happily as a business individual.

I encouraged the guys to go off and do some extra reading. It's a great programme for that."

### The course consolidates your knowledge

"Often you get elements in some training courses that add to your skills, but you need something ultimately to bring them all together, because otherwise they just remain fractured pieces of information. Unless you bring them together yourself, they can be fractured bits of knowledge, which occasionally you use and occasionally you don't.

Whereas this course is successful in that it brings things together. I think that's its biggest strength really."

### Will the course lead to profit and revenue growth?

When asked whether he thought Hammonds would be more profitable as a result of the course, David gave a one word answer.

"Absolutely!"

### Postscript

A Word About Business Coaches

Rolling out the enterprise-wide mentoring programme is something you can easily do in-house, and doesn't require you to spend money on external consulting or coaching services.

At Hammonds Furniture, the only time I personally set foot inside the company was when I was invited to attend the final presentations where each of the managers who studied the programme presented their business growth ideas back to Richard (Hammonds), Justin and David.

I make that point because the transformational results that Hammonds achieved were not dependent on me, or any external coach or consultant.

They were simply the results that the enterprise-wide mentoring programme had achieved with Justin and David acting as business mentors.

Arguably the job of Justin and David was to get the best out of their teams, and in this case, it was only natural that they should take on the role of business mentors.

As the programme is rolled out further into their organisation, it will now become the role of the managers who went through the programme to become mentors to the staff below them.

Having said that, you may feel you want additional help with this in your company by using an outside coach or consultant to manage the rollout of the enterprise-wide mentoring programme. They could take onboard the responsibility for deploying the mentoring programme and getting the best results for you in your organisation.

Although the coach or consultant may not do any of the face-to-face mentoring, an outside person can still add value by managing the overall rollout and by teaching the new mentors how to become better mentors, by providing support and accountability, and by giving the CEO or lead sponsor of the programme comfort that the course is being rolled out in a professional, organized and results driven manner.

If you would like me to personally recommend you a business coach or consultant, please get in touch. (richard@enterpriseleaders.com)

### Try The Enterprise-Wide Mentoring Programme Risk-Free in Your Company For 60 Days

Now you've read _People Upgrade_ and have seen the extraordinary results you can achieve by bringing coaching and mentoring out of the boardroom and into the body of your workforce, I'd like to invite you to try the enterprise-wide mentoring programme in your company, department or team risk-free for 60 days.

Whether you are a team of 10, 100, or 1,000, or you're an even larger organisation of many tens, or hundreds of thousands of staff, the results you'll achieve with the scalable MP3 mentoring programme will be transformational.

I want to make this programme accessible to you in the easiest possible way, by making it available to you through a fully guaranteed site-licence.

When you invest in a site-licence, you'll receive:

**1. A 21 module MP3 audio mentoring programme:** which you can copy onto MP3 players/mobile phones for your employees (this is very easy to do, and full instructions are provided), so they can study the programme at a time and place that suits them.

**2. An editable master file of the printable workbook:** this allows you to brand the workbook, customise it, and edit the exercises to make it 100% targeted to your company.

**3. A Summary CD (in MP3 format):** so all your staff can re-listen to 21 short summaries of the programme on a regular basis, keeping the lessons alive for them, so they deliver the greatest results for your company.

**4. The Foundation Series Plus** +: You'll also receive this eight module bonus mentoring session, which crystallises all that is taught in the core mentoring programme. In the Foundation Series Plus+ your mentors and protégés will hear the original research which led to the creation of the enterprise-wide mentoring programme.

**5.** In addition to the Foundation Series Plus+, you'll also receive **20 extra bonus interviews with leading UK business owners and executives** (each run for around 30 minutes). These interviews are a great hit with both mentors and protégés and reinforce all that has been taught in the mentoring programme.

**6. Business Upgrade MP3 audio book** : _Business Upgrade_ is the perfect introduction to the enterprise-wide mentoring programme. In this spoken-word audio book, your mentors and protégés will hear the story of Amroze Technology, a company who had fallen on hard times, but by embracing the ideas taught in the enterprise-wide mentoring programme, were able to turn themselves around in 100 days.

**7. Two-months telephone support:** if you have any questions about rolling the programme out throughout your organisation, you can get help straight away. We are just a phone call away.

With a site-licence (which will be delivered to you on a master DVD, so you can copy the audio files on to the MP3 players of your staff, and print out your own copies of the workbook), EVERY employee and manager in your company will be able to go through the mentoring programme. It is important that it reaches ALL your staff, as it's every employee and manager in your company who is responsible for delivering profits for you!

Every reader of this book will have a different sized company, and therefore your investment in a site-licence will vary depending on your number of employees, but when you contact us on +44 (0)207-558-8017 and let us know your total number of employees, we can give you a no-obligation quote for a site-licence which meets the specific needs of your company.

Once you have made the decision to invest in a site-licence, you will be able to experience the programme completely without risk for 60 days in your own company.

If any time within 60 days you see anything less than transformational changes in the way your employees think, act and make decisions... their level of pride, passion, confidence and belief... their willingness to go the extra-mile for your customers (and colleagues)... and their ability to motivate, inspire and lead themselves and their team....

OR

...you see this new way of employee thinking lead to anything other than new revenues and profits, new customers coming into your business, more repeat customers, new referrals, new product ideas, new process improvements.... then simply contact us for a full, non-quibble 100% refund.

However, I'm sure having read this book, you'll agree that the chance of you not getting these transformational results is almost impossible, as this multiple-level mentoring approach consistently delivers (and over delivers).

To bring the enterprise-wide mentoring programme to your company and experience these transformational results for yourself (risk-free), simply call my office in the UK on +44 (0)207-558-8017.

Richard Parkes Cordock.

Founder - Enterprise Leaders Worldwide

www.enterpriseleaders.com

_Call +44 (0)207-558-8017 or visit_ www.enterpriseleaders.com _to get a site-licence quote to bring the enterprise-wide mentoring programme to your company, department or team._

### Client Profiles

**Small company with less than 10 employees:** The MD of a small privately owned business wants to add a new zest to his company, and ignite a new entrepreneurial spirit. He knows that trading conditions are difficult and therefore wants to focus his team and create a common vision which each team member can get behind. For him, the answer is a licence for all of his employees.

**Private company with 75 staff:** The MD of a private company wants to stay ahead of his competitors in a margin thin industry. He wants to find a low-cost, time efficient way of training his staff which doesn't require taking his employees and managers out of their day-to-day work, but allows them to learn profit growth strategies in a time and location that suits them. The MD starts by training his ten most ambitious and talented employees and managers.

**Private company with 500 employees:** The managing director of a private company has ambitious growth plans and wants to increase his turnover from £20m to £35m in the next few years. He believes that this is massively achievable, even in challenging economic conditions, but knows that he needs to improve the confidence, entrepreneurial thinking and leadership ability of his key staff and managers. This MD invests in a licence for 25 of his employees and managers bringing new levels of innovation, creativity, confidence, customer attentiveness and focus from his staff.

**Department manager in a larger organisation:** This department manager (with five employees) wants to invest in his staff to increase the results of his own particular department. Using his own credit card, he has takes a licence for all five staff (as a reclaimable expense) and independently provides business growth training for them.

**Division of a large multi-national:** The divisional MD of a multi-national FTSE listed company wants to grow his divisional revenues from £60m to £100m. The MD knows that to achieve that level of growth he needs to change the thinking, actions and decision making of his staff. There is no room in his division for complacency; his staff must embrace change and find new ways to add value to their customers. He recognises that to achieve an extra £40m in revenue he needs to train his staff, and teach them to think more like him. His staff are scattered in far reaching corners of the world, so sending a pre-loaded MP3 player and workbook to a trial group of 30 managers is the fastest and most cost efficient way of training them.

**Large multinational with thousands of employees (HR Function:** An HR manager with responsibility for employee training and development is looking for a low-cost, scalable way to provide business growth training for ALL of its company's employees. The HR manager decides to invest in an enterprise-wide site licence which allows them to train their workforce for less than £50 per person.

**Forward thinking manager:** A forward thinking manager knows that to advance her own career she needs to make an investment in herself. Because of the low price of entry, this manager can proactively take charge of her own training needs, by purchasing just a single user licence, studying as and when it suits her with the MP3 based mentoring programme.

**Business coach/trainer:** A business coach works regularly with his clients helping them to grow their business and develop their people. He has worked in the past with the senior executives of his client companies, but now wants to train and develop larger numbers of employees and managers in his client companies. He uses our enterprise-wide mentoring programme and provides additional valued-added coaching.

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