Fostering a sense of crisis and urgency
In John Kotter’s “Eight Steps of Transformation,”
- First, we need to foster a sense of urgency and crisis as to why change is needed. Why strengthen digital sales, how to connect the necessity and urgency to a sense of crisis?
- Next, build a team to drive change, make plans, remove obstacles, and involve others.
- The first goal is “short-term success.” “Short-term success” can increase the conviction of the people concerned to “promote this activity”, and can be linked to the next “success” by utilizing the lessons learned from it. “Learning through experience” is important because change means doing things that we have never worked on before.
Fostering a sense of crisis and urgency-Financial perspective
We will analyze whether your company is growing by looking at changes in sales growth potential, cost reduction, and operating profit margin for the past 5 to 10 years. If sales growth continues to decline and operating margin continues to decline, change is needed.
Sales growth potential
Variable cost 1%
Fixed cost 1%
Operating profit margin
Fostering a sense of crisis and urgency-Customer perspective
Total number of customers
New customer acquisition rate
Fostering a sense of crisis and urgency-how many target groups are coming to your website
Introduced BowNow (free version is OK) and set the target company by capital, number of employees, sales, etc.
It will be clear how much your target audience is on your current website.
In the above example, even if the total access is about 3000 a month, the manufacturing industry is about 1800, of which 38 are the targets, but they are hardly engaged (repeatedly interested in visiting the website).