Everything is Connected…
We don’t want to get too ‘woo woo’ on you, but to start, we need to explain that everything in business is connected. Like, all of it. You can break it down by the Org Chart and there it shows that it isn’t connected and is well organized, but in real life, real business, everything is connected.
It’s important that you know this as well so that if something seems off, you can rely on your counterpart to figure out why something is off and then fix it.
So, how is it all connected?
Overall INDIVIDUAL Location Health
Overall individual location health is going to fall under the purview of the “Operator” this is the person tho oversees the Regional LTs and the Regional LEPs. What is the Operator over? Overseeing the larger categories that drive a business and make it run well. Personnel, Systems/Ops (fulfillment, sales, etc.), Finance. They don’t specialize in all of those, but they oversee the three categories.
If the overall locational health isn’t going well in one of the three areas, it would be on this person to figure out why and fix it.
How to tell they are doing well: The location is going well, the people under their leadership are doing well and as a result their direct subordinate teams are doing well, we’re hitting our goals & numbers and we’re growing.
How to know/tell something is off and who to reach out to:
A location is not doing well
Reach out to the Operator directly
Reach out to the department head of the part of the location that isn’t doing well
For fulfillment, the LT
For Sales, the LEP
For lack of leads, Marketing or CRM
For bad evals, LGK
If they pass the buck off and don’t Value 5, go a level above
Their subordinates aren’t doing well and as a result, their teams are not doing well (We’re not fulfilling well or selling well)
Reach out to the Operator directly
Reach out to the department head of the part of the location that isn’t doing well
For fulfillment, the LT
For Sales, the LEP
For lack of leads, Marketing or CRM
For bad evals, LGK
If they pass the buck off and don’t Value 5, go a level above
We’re not hitting our goals & numbers
No need to worry about this one, the CEO has it covered :)
We’re not growing
No need to worry about this one, the CEO has it covered :)
Where Are The People?
And we can’t have locational health without people in the funnel. So who is in charge of the ‘funnel’ that fills us up with leads, evals and deals? The Marketing Manager/Director. This person oversees the ads, the traffic to our site, how many leads we get, etc.
If there are not enough leads to hit our sales goal/quota, then that would need to be taken up with the Marketing Manager.
How to tell they are doing well: We’re getting leads, the leads turn to evals, the evals turn to sales
How to know/tell something is off and who to reach out to:
We’re not getting enough leads
Reach out to Marketing directly
The leads aren’t turning into evals (due to bad parts of town OR unqualified based off income)
Reach out to Marketing directly
The Evals aren’t turning into sales
Reach out to the EP
Reach out to LEP
Reach out to LGK
Where are the people? Part 2
The Community Relations Manager is also responsible for people coming into the funnel. While this does work, this is not as fast as turning an advertisement on, putting money behind it and watching it blow up. This approach is more like farming. We plant seeds and overtime, with attention, they sprout and produce fruit. And once they produce, they produce a LOT!
The CRM is responsible for going to the local dog businesses in any given city and managing the relationship with them. By doing this, they bring us leads and sales.
How to tell they are doing well: Leads are coming in from Network Partners and sales are being made as a result of that!
How to know/tell something is off and who to reach out to:
Leads aren’t coming in to the funnel from Network Partners
Reach out to the LCRM or whoever oversees the CRM
Once We Have The People (Leads), Who Gets Ahold Of ‘Em? And Who oversees it?
Leads come into the funnel and the GateKeepers book them in for evaluations for the Eval Pro’s. Their job is to screen the people we book in to make sure we’re sending our Eval Pro’s to highly qualified evaluations with people who are ready to buy. This is a more corporate position, so this is overseen by someone known as the Lead GateKeeper.
If we’re getting leads, but not booking them in, that would be the up to the LGK to fix. If we’re having a lot of ‘unqualified’ evaluations, that would be up to the LGK to address.
How to tell they are doing well: They are booking evals that turn into deals
How to know/tell something is off and who to reach out to:
They are not booking evals
If this is a number of leads issue
Reach out to Marketing directly
They are booking evals that don’t turn into deals
If the challenge is bad evals
Reach out to LGK directly
If the evals are good but not selling
Reach out to LEP
Reach out to EP
Okay, we’re booking qualified evals and sellin’. Who’s this?
The person who goes out to the evaluations and meets with potential clients and turns them into actual clients is the Evaluation Pro.
How to tell they are doing well: They are selling dog training, hitting their KPI’s and filling the DP’s calendar up, the clients they sell have dogs that fit our ideal client standard
How to know/tell something is off and who to reach out to:
We’re not getting enough evals to hit our numbers
Marketing to solve the leads problem
GK’s to see why we aren’t booking more
The Eval Pro isn’t closing — They could be dropping ball OR the evals set may be really bad. This results in bad sales numbers and the calendar being empty for the DP’s!
If they are dropping the ball, reach out to the LEP
If the evals actually are bad, reach out to the LGK to make sure the Evals being set are of the right quality
The EP isn’t closing and as a result, he/she is blaming the team
Check into what they are saying at first, but also reach out to LEP
If this continues, reach out to LEP
The EP is selling dogs that are too scared, aggressive or not the right size
Reach out to LEP
Whose responsible for driving sales, revenue and hitting quotas?
The Lead Evaluation Pro. The LEP is takes all the quotas and goals and works closely with the LGK and Marketing to make sure the EP team is setup to crush it. The LEP make sure the EP’s are turning potential clients into actual clients and setting the DP’s up for success because the EP’s are doing a great selling.
How to tell they are doing well: The DP’s calendars are filled up, we’re not overselling or overpromising to clients, there is money in the bank and the KPI’s for the EP’s and goals for the company are being hit
How to tell this position is doing bad: The DP’s calendars aren’t filled up like they should be, the people under the LEP’s leadership are overpromising, the EP’s aren’t hitting sales quotas and there isn’t money in the bank :(
How to know/tell something is off and who to reach out to:
The DP’s calendars aren’t filled up
This could mean we’re not getting enough leads
Reach out to Marketing
We’re not booking enough evals even though we are getting leads
Reach out to the LGK
We’re getting leads, not booking though because they aren’t qualified — Marketing
EP’s are overselling resulting in trouble for the DP’s — Reach out to the LEP directly or a level above if that doesn’t work
We’re not getting sales — Reach out to the LEP directly or a level above if that doesn’t work
Go a level below and talk to the EP’s directly to see what’s going on
Who oversees fulfillment and makes sure our clients get WORLD CLASS SERVICE?
That would be the LEAD TRAINER! The LT is responsible for making sure the Dog Pro’s under their leadership do all the small to-do’s to make sure the boat stays afloat. They make sure the clients are getting great service and are seeing great results. They also mold the DP’s under them to be able to become a LT or help open new locations! And last but not least, train new DP’s.
How to tell they are doing well: The organizational to-do’s are getting done, our clients are happy and seeing results, new DP’s are getting trained in a timely manner
How to know/tell something is off and who to reach out to:
We’re missing small to-do’s (like homework texts, graduation checklists, client lesson cancellation notes, etc.)
Reach out to LT directly
If not addressed well, the Operator
Clients are complaining
Could be a training issue
If so, reach out to LT
Could be a DP issue
If so, reach out to LT
If none, of this works
Reach out to the DP
Reach out to the Operator
DP’s are not being certified in a timely manner
Could be a DP issue
If so, reach out to LT
Or the operator if it happens over and over!
Who actually does the fulfillin’?
Last but not least and quite possibly the star of the show, the Dog Pro! 🤩 The Dog Pro’s go and fulfill on the service that the EP’s sell. They actually do the training and deliver the world class service we’re known for and make our clients happy and change their lives.
How to tell they are doing well: They get reviews about their service they provided and the clients are seeing results and their QC comes back positive, their clients finish and graduate in a timely manner
How to know/tell something is off and who to reach out to:
They aren’t getting reviews
Probably be a training issue (or a forgetful client, which does happen)
If so, reach out to LT
Their QC isn’t positive as we want it
Reach out to LT
Their clients don’t finish or get refunded
Probably a DP or training issue
Reach out to LT
How it all works
A lead comes in because of Marketing or the CRM and then the GK’s call the lead and book them for an eval. Once that happens, the EP goes out to the eval and sells them training. Once that’s done, the Dog Pro goes out and fulfills on the service that we sold to the client.
And the whole thing is held together by the LGK who oversees the GK’s, the LEP who oversees the EP’s and the LT who oversees the DP’s to make sure they are doing a great job.
And the LT, LEP, LCRM and the LGK are overseen by the Operator who guides and steers them in the directions we need to take the business!