HOW TO TURN A MIS­SION STATE­MENT INTO SALES

How to turn a mis­sion state­ment into sales

Inc. (USA) - - FRONT PAGE -

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.

Pho­to­graph by MAURI­CIO ALEJO

WRIT­TEN IN STONE The much-ma­ligned com­pany mis­sion state­ment can be a pow­er­ful, and last­ing, sales tool.

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