SOHO Start-Up -- Managing Change Successfully

Managing Change Successfully
by Eileen O. Brownell, President, Training Solutions

“The main ingredient of success is the ability resilient people have to understand and use to their advantage the principles underlying basic human patterns that operate during change.”

--Daryl R. Conner, Managing at the Speed of Change

My parents purchased one of those new fangled television sets in 1953. It was a huge piece of furniture that stood in the living room corner, adjacent to the fireplace. Today, my computer screen seems larger than the rounded black and white TV screen we once had. Our small town, located in northern California, had daily programming that began at 5:00p.m. and concluded at 11:00p.m. We received two local stations through the futuristic antenna that rose high above the roof. At some point, Saturday afternoon programming began. Usually it was a rerun of a rerun, or an old Laurel and Hardy movie. One rainy afternoon I sat, transfixed, by a documentary predicting the inventions of the future. One particular invention stands out in my mind. The program predicted an invention that would allow us to record television programs on a timer so we would never have to miss our favorite shows. The rendition of the invention showed a rather large, obtrusive movie projector aimed at, and connected to, a television set. VCRs ultimately were invented and, over twenty five years later are common place. But, in less than 20 years, we have experienced Beta, Cassettes and the latest fad--DVD. The next breakthrough is already in the works. What was once a concept in thought, and on paper, has become reality.

Change is inevitable. It occurs every moment of every day in the business world. Bill Gates once predicted: "In three years, every product my company makes will be obsolete. The only question is whether we'll make them obsolete or somebody else will." Technology has forced organizations to restructure the way they do business. Business professionals and their values have also drastically changed, forcing additional adjustments in our business methods. More employees are telecommuting from home. Nineteen year old multi-millionaires are guiding major companies that provide technological products or services. Partnerships are created with experts halfway around the world rather than individuals down the street. Employee tenure is shrinking as people move from job to job for promotions or better paying offers.

If current projections hold true, technology will change every year, world knowledge will double every 900 days, an English dictionary will be outdated within 2-3 years, and a generation gap will occur every 4-5 years. Changes in the last 10 years will seem minor compared to the future we must embrace. Many of the products and services the business world will provide have yet to be have been created. Will your business survive the next five years? The choice is yours and will largely be predicted by your ability to adapt and change in a business world requiring constant flexibility, adaptability, creativity and optimum customer service--even on the web.

Daryl Conner, author of Managing at the Speed of Change, states that the highest ranking organizational stressors include product quality improvements, creating more responsive customer service and introducing new information and technology. Successful businesses understand change is constant and work hard to transform it into a positive partner rather than a negative foe. Steps to help manage change within your organizations may include:

View Change As An Opportunity, Not A Threat
Change then becomes a constructive growth process. Our tendency to become defensive and territorial is lessened by choosing a positive perspective in any situation. Accept change and flow with it--change is difficult and painful when resisted. Embrace change and harness its energy to your benefit. One of the principles of Aikido, a martial art, is to give or go with the opposing force rather than to resist it. This helps to overcome the strength of an opponent. If a similar principle is used when working with constantly changing business, we become more receptive to creative ideas, expanding our service base and methods of providing service.

Treat Your Staff Like Your Customers
If your staff is unhappy or morale is low, it will show in customer interactions. Focus on staff issues and concerns and treat each employee with the utmost respect and concern during the change process.

Involve Others In The Decision Making Process As Much As Possible
When given choices, coworkers and employees are less resistant to change and feel their opinion counts. Create committees, have an outside facilitator work with focus groups or conduct a business-wide retreat to air concerns, formulate plans and reorganize in order to work effectively with the changes. Forced change develops greater conflict and resistance. Allow adequate time for people to adapt to change. Everyone learns at varying rates and with a different perspective based on their background, experience, perceptions and belief systems. Allow time and money for extra training. Be flexible with deadlines when possible and make changes progressively, rather than all at once. Above all--be patient.

Say It Once, Say It Twice And Say It Again
People will better adjust to changes if they believe they are being told the truth and they have access to all the information. Make sure your communications are in all directions of the organization and that no one is left out of the information chain. This will help create a team that is well connected and a staff that is open to sharing information and knowledge.

Validate The Feelings Of Employees
When change occurs, people are frustrated, afraid and angry. Reassure questions and concerns with honest answers. If you don't know something, say you don't know, but will find out.

Anticipate Tomorrow
As you plan for tomorrow, ask lots of “what if?” questions. "What if we did?" or "what would happen if we?" You can study what the future may bring, based on current and past trends, or use your imagination to envision what you want it to be and then create it. Realize there is always more than one way to complete a task or provide a service. Anticipating the future and what your needs may be will help to make you and your organizations frontrunners in your field.

Let Go Of The Past
A business may have been successful using a particular method or technique a few years ago. However, with the constant change in technology, customer attitudes, the economy and governmental regulations, businesses can no longer afford the luxury of assuming what worked yesterday will work tomorrow. In order to succeed tomorrow, organizations must let go of yesterday’s methods and discover tomorrow’s methods. Continue to focus on customer service. Just because your organization is going through major changes is not a reason to stop quality service. Continue to make customer service your top priority and include customer concerns in the change process.

Train The Staff
You may discover that during the change process, your staff is being asked to perform functions they have never done before. Staff will confidently function at a much higher level if adequate and appropriate training for new responsibilities is provided.

Be A Behavior Model
As a member of the management team, you must constantly set an example. Staff will do as you do, not as you say. The easier you adjust to the changes that are constantly occurring, the better your staff will. This includes your ability to be flexible during difficult times as well as a willingness to give up your favorite task or project.

As Steven Kern, the historian, once stated, "the historical records show that humans have never, ever opted for slower." Life in our world is never going to slow down or stop changing. Technology will continue to require adaptability and change, both personally professionally. Your ability to adapt and manage the pressures that arrive with change will determine the quality and success of your business and you future.

Eileen O. Brownell is President of Training Solutions, a Chico, CA based firm. For over 25 years, Eileen continues to be noted as the ‘high-energy’ speaker and trainer who captivates her audiences and makes learning a lasting experience. Her expertise is in the areas of customer service, conflict resolution, communication, and team development. Eileen specializes in working with organizations that want repeat and referral business, and with people who want to exceed customers expectations. She is the author of "The 12 Secrets of Unforgettable Customer Care." Call Eileen at 888-324-6100 (e-mail Trainstars@aol.com) for more information on her speaking/training services and learning tools www.eileenbrownell.com.

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