HOW TO TURN A MISSION STATEMENT INTO SALES
How to turn a mission statement into sales
SAY “MISSION STATEMENT” AND most people think of a social mission company. But business mission statements have been around forever and, when crafted carefully, can be a powerful sales tool for nonsocial businesses, as Tina Aldatz and Margarita Floris, co-founders of Savvy Travelers, recently found out. Their company, based in Laguna Hills, California, makes packaged wipes for things like face washing, removing nail polish, and applying deodorant. They’d gotten into Nordstrom, but sales were lagging. In September, Aldatz and Floris decided to sharpen the company’s focus. They wrote a mission statement that begins, “Our mission is to make travel and on-the-go beauty easy and accessible for women.” Guided by these words, Savvy Travelers eliminated packaging designed to appeal to men. The wipes are now carried by 200 retailers, up from five before the statement was adopted. The focus launched “a massive upswing in sales,” Aldatz says. “We’ve had to bring in extra people to pack all the orders.” Done right, a mission statement can help you and your team get motivated, stay focused, and increase revenue. —MINDA ZETLIN
difficult decision.” Fortunately, sales consistent with its new mission have more than compensated for the loss, and revenue is up 50 percent.
USE IT TO DEFUSE OBJECTIONS
Karen Curtiss founded PartnerHealth after her father died from hospitalacquired infections. Her company provides checklists and education for patients, families, and providers to help prevent these conditions. But hospitals can be resistant to discussing the issue. So Curtiss lets her mission statement speak for her. It begins: “Patients, their families, and all care providers will be ‘on the same page’ for patient safety with our Safe & Sound checklists and tools.” She’s used the statement to explain that her company wants to collaborate, not accuse. It’s helped the company get its training materials into more than 50 hospitals across seven states and to thousands of health care providers.
WRITTEN IN STONE The much-maligned company mission statement can be a powerful, and lasting, sales tool.