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Dave Richardson

Sales Truths: Poor Employee Performance Only Gets Worse Over Time




Sales Truths: Poor Employee Performance Only Gets Worse Over Time


Published in the April 2012 issue.

WHY IT IS TRUE: Failure to address the poor performance of one employee sends a clear message to other employees regarding your standards. Taking corrective action against one employee does not lower the morale of other employees. In fact, the opposite is true.

PLAN OF ACTION: People are waiting for you to act; failure to do so may seriously impact not only their performance, but their respect for you. Take the nonperforming staff member aside in your office, close the door, and tell the individual you are dissatisfied with his performance. Specify the areas in which his performance has been substandard, and outline your expectations for improvement. Tell the individual that your door is open anytime, and that you are a champion for his success. Schedule a meeting in a week to evaluate his progress. Document all meetings, and prepare to make a change if necessary. The morale and respect of your remaining staff members will only be enhanced. — DAVE RICHARDSON




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Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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