This morning I stopped by the Girl Scout regional office to buy some cookies. Since I hadn’t been approached by any troop member this season, I had not had the opportunity to purchase cookies. I hadn’t been concerned about missing out on the cookies, however, because the past few years when I had wanted more cookies I had stopped by the regional office and had bought cookies there. I usually had stopped to buy lemon cookies, my favorite because their flavor is so intense.
After watching a recent story on Girl Scout cookie sales, I thought about those lemon cookies. My thoughts tickled my taste buds, and, today, when I was in vicinity of the Girl Scout office, I seized the chance to satisfy my craving and buy some cookies. As I entered the reception area where they have their store, my eyes scanned the room for boxes of cookies. I saw no cookies where they were displayed last year nor any where they were displayed the year before. Scouring the entire room with my eyes, I thought, “Where are the cookies?”
Desperate, I approached the receptionist and asked, “Where are the cookies?”
“We’re not selling them this year,” she replied. “The decision was made to credit the troops with the sale so the cookies are only being sold at the cookie booths around town. The nearest one is at the local grocery store, and the booth is open from 11:00 a.m. to 2:00 p.m. on Saturday.”
“Oh,” I returned. “Thank you.”
As I walked out the door, I realized that I probably won’t get those lemon cookies this year because being at that store during those hours on a Saturday will take an exceptional effort on my part and is unlikely to happen. Mulling this incident over further, I was struck by what I had just experienced.
I encountered the result of objectives.
The Girl Scout’s objective was to “credit the troops with the sale.” Their objective was not to sell more cookies. Their objective was not to maximize cookie sales. Their objective was not to make it easy for the customer to buy cookies. No, their objective was to “credit the troops with the sale.”
With that objective in mind, the troops set up cookie booths at a time convenient to them in a location convenient to them. At that time and in that place they will get credit for every box of cookies that they sell. With certainty, they will achieve their objective.
When I talk to business people about setting objectives, I emphasize how important objectives are in achieving results. At times I get the impression that objectives are viewed as busywork, something that does not matter. This incident at the Girl Scout office proves otherwise. What you set out to achieve will determine your result.
While I am appalled that an objective would not include selling more cookies and maximizing cookie sales, this experience has reminded me that more sales are not everyone’s objective. My purpose in sharing this incident with you is not to judge whether the Girl Scouts’ objective was correct or not. My purpose is to point out that what you set out to do will determine what you accomplish. It will affect how you run your business. It will mold how you develop your customers. Objectives are very important.
What are your objectives? Are they in writing? Do you review them often?
1 comment:
Sometimes the problem is that customers or consumers of a particular product or service don't necessarily care about what the company/project objectives are, just that something they once liked has changed: like getting your cookies at the local regional office -- and to the Girls Scouts who may have done that, they believe their OBJECTIVES are clear to them -- simply not to someone who HAS and EXPECTS that "if they once did this, that they'd change this practice".
They want the GIRLS to be the ones selling them, that's their objective to help the girls in their leadership and entrepreneurial spirits.
It would be a parallel to the idea (perhaps not true) that Walmart would allow you to pick up items at their distribution center would prefer that you actually get them from their local stores. They need not survey, poll and appease the consumers who once picked up at the distribution point..
The Girl Scouts do describe on their website FAQs for selling girl scout cookies:
Q: Who can sell Girl Scout Cookies?
A: Starting Fall 2008 all girl members, including Girl Scout Daisies, may participate in the Girl Scout Cookie Activity. Although parents and Girl Scout adults may assist girls, it is the girl who closes the sale, sets learning and sales goals, and learns the business leadership skills that are part of the program. Participation in this Girl Scout program activity is voluntary.
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