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Business


Clive Shearer
Management
by Design
By Clive Shearer
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February 14, 1996

SETTING SERVICE MARKETING GOALS

BY CLIVE SHEARER
Special to the Journal

Running a 100-meter dash can result in only one winner; everyone else loses, no matter how much effort they expended. Even if the person finishing second breaks the former world record, their effort will hardly be noticed. This is like the pursuit of short-term goals. For example, if sales goals are set to see who gains the top prize, the effort of other achievers are devalued compared to the top achiever. In addition, once someone in the race sees that they have no hope of winning, they may give up long before the finish line. Why put out the effort if the reward and acknowledgment isn't there? True, some will continue for personal pride, but their morale may be damaged and their incentive may not fully recover in time for the next race.


 
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