Running a field service business can be tricky. As can running a professional sports team. If you’re a football fan then you know when it comes to coaching, the buck stops at Bill Belichick of the New England Patriots. The guy has won 187 games in 18 seasons as a head coach, has led 3 Super Bowl winning teams, and outscored opponents on an unprecedented scale. What makes Belichick such a great leader? Here is why I think he has risen to the top of his profession, and you’d be surprised how his strategies apply to running a small business efficiently.
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Take away what your opponents do best - The Pats defense has a simple strategy, limit the offenses’ most productive plays.
Like Belichick, it pays to know what your competition does well. Talk to customers, talk to prospects and learn what they think of your competition. For instance, if you own a landscape management business, and your biggest competitor is well-known for being prompt, start measuring your on-time performance and tout it in your marketing mix. Take away their biggest selling point and position yourself as the on-time contractor.
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Always innovating - Belichick’s offense is always evolving. In Brady’s early years, they were more of a dink and dunk, game management type offense. When they got Randy Moss, they became a downfield passing team. This year, they instituted an Oregon style no huddle. Then you’ve got the two tight end package.
Incorporate new technology and procedures when the opportunity presents itself, while maintaining fundamentals at a high level. You probably got to where you are by doing a few things very well. Don’t abandon these practices, but grow them. This means staying educated and up to date with industry standards. Groups like PLANET and other state associations are a great way to connect with other businesses in your field and learn from what they are doing to make their operations more efficient and responsible.
I learned this lesson first-hand when I developed what eventually became HindSite back in 1998 for my irrigation business. I was among the first in the industry to leverage mobile field service software to improve my efficiency, save time and, most importantly make my business more profitable. My innovative irrigation business software allowed me to provide better service to my customers and as a result grow my business by attracting new customers.
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Value flexibility - That’s another thing the Patriots covet a lot more than other teams, they look for players that can do multiple things and play multiple roles. Kevin Faulk personified that attitude. Danny Woodhead is another multidimensional running back the Patriots use to run the ball and catch passes.
Being too specialized can limit your client base, if you find you’re not staying as busy as you need to, it may be time to offer some new services or modify your marketing tactics. Remember marketing is more important than accounting. If you’re not making money, you don’t have anything to count.
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Focus on things that matter - Post-game interviews don’t matter. So he doesn’t do them.
Don’t waste time between jobs, once you’ve packed up and cleaned your worksite, start getting your mind ready for the next task. Knowing what to expect and having a clear game plan is key. Time is money. When you have to take time at the job site to get yourself organized or wait on materials, you are losing money.
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Experience/intelligence is more important than 40m times - The Pats always seem to go after players that, on paper, may not measure up to the elite freaks in the league, but have a high football IQ.
Make sure your employees know what they’re doing. Encourage them to ask questions when they are unsure. If something new comes up in the field, troubleshoot with them and provide avenues to continue expanding their knowledge. Trade Shows and Expos are a great resource for contractors to polish their game.
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Play your game from whistle to whistle - New England doesn’t settle for comfortable leads and running out the clock. They play their best ball when they are executing like they practice. A 3 score - fourth quarter lead to the Pats is another 15 minutes to go out on the field and perfect what they do.
Your business is a brand that your customers must trust. Once you’ve established what it is your company stands for, stick to those principles. Deliver on your promises and integrate your values into everything you do. It’s all about influencing your customers’ perception and maintaining the hard work that’s gotten your business to where it is today.
In your field service business, as in the NFL, there will be good and bad seasons, but the most important thing you can do for your business is never get comfortable or complacent. Your competition is trying to outdo you every day and if you’re not on top of your game then you will fall to the back of the pack. As the football season winds down this weekend, start getting your head back in the game. Spring is just around the corner. Make sure your team is where it needs to be to get off to a good start.