For business owners, delegation can be one of the most difficult things. The mere thought of giving up control could send chills down your spine. What if their work is substandard? What if they fail to deliver on time? Will the customers leave? In a small business where every dollar counts, any misstep can be a nail in the coffin.
And yet, it is also unadvisable to try doing everything on your own. Aside from wearing you down, going it all alone can lead to stagnation as you may not possess all the skills necessary to grow the business. While a good entrepreneur, for instance, you may not have the accounting skills to keep the business profitable for the long term. You may also lack the marketing skills to break into new territories. Most importantly, doing everything will leave you with no time to do what you’re best at – finding ways to expand the business.
So, how do you hit two birds with one stone? How do you give up control without giving up the business you worked so hard to build? The answer lies in smart delegation!
Here’s how to proceed
- Establish the role of a chief decision maker
In small businesses, this can be the business owner. But, for large enterprises, it can be the Chief Executive Officer (CEO) or Chief Marketing Officer (CMO). If, as the business owner, you’re also the chief decision maker, you will have to assume the roles of CEO and CMO.
Begin by defining the number of; leads to be generated, new deals closed, foot traffic and the Key Performance Indicators (KPIs) associated with these activities. Follow that up by defining cost per acquisition (CPA) which is essentially the cost of a new customer. Then, round off by defining the roles and responsibilities of other members of staff. Never go deep into tactics or non-business metrics.
- Have a marketing manager
This isn’t optional. Whether or not you have a CEO or CMO, you need a marketing manager. The primary role of the marketing manager is to keep the team focused on the earlier identified KPIs. They will be involved in day-to-day marketing and ensure that the team keeps up with new industry trends. Marketing managers are also responsible for connecting the vision to the tactics.
- Enlist agencies and specialists
Agencies and specialists are actually the ones that get the work done. If you need advertising services, find a great advertising agency. For content services, find a reliable content agency or hire a writer. Do the same for social media and all the other areas of marketing. The marketing manager should help you identify the best talent.
Among other things, your agency or specialist should always; do what’s right for the customer, bring new ideas to the table and stay super focused on the KPIs. Ensure that they are not resting on their laurels or assuming that they are the best.
If you delegate guided by these tips, you’ll be able to assemble a robust, talented team so you don’t have to worry about disappointing your customers.