Rocco Di Lillo has seen many businesses pull back their selling efforts during tough economic times, and he just doesn’t understand why.
“It’s upside-down,” Di Lillo says. “The first thing to do is change your offering from what your business was to reflect the new current marketplace we’re in and find ways to help your customers get a larger market share.”
Di Lillo says it comes down to not being afraid to change the rules to help your business.
“You really do have the freedom to revisit the rules of the game when you’re in challenging times,” Di Lillo says. “Too many people don’t think through how they could reset the rules of the game in a way that’s ethical and appropriate and above board to help ensure their long-term success.”
Di Lillo is the founder, chairman and CEO of City Visitor Inc. and the chairman of PCX Holdings LLC, PCX Energy Services LLC and Advanced Hydro Solutions LLC. In each business, Di Lillo says he relies on his front-line employees, the ones who deal with customers and clients on a daily basis, to provide the insight on what they are looking to get from his business.
“Be open and honest,” Di Lillo says. “Say, ‘We find ourselves in a tough scenario. The long-term view of this business is essential for all of us. I’m here today to seek your input and get your suggestions on what you think we can do to prove the sustainability of our business.’ By starting there, they’ll appreciate that and also understand that you are there to listen. Give them the chance to make a contribution.”
If employees say there is something that is holding them back from a new innovation, do what you can to remove the obstacle.
“Don’t dilly, just do it,” Di Lillo says.
When you sit down with your employees, try to approach the meeting with a completely open mind.
“Come with a pad and a pen,” Di Lillo says. “I would set it on the table and just start listening. Ask a couple of leading questions. Prepare those questions and ask people to start talking and listen to them and facilitate the discussion.”
As you are gathering input from your own people, Di Lillo says it can also be helpful to seek the counsel of peers in the business community who would be willing to serve on an advisory board for your company. You just need to ask.
“There are a lot of people out there that have a lot of ideas or have a lot of experience, and we’re all willing to help other businesses prosper and succeed,” Di Lillo says. “We all know that other people can bring value to the table. People have done it for me, and I do it for others because that’s the way the world works.”
One of the benefits of speaking with leaders in other industries is the different perspective they have on business.
“Different businesses approach problems and selling and servicing and manufacturing from a different perspective, but there are always kernels of wisdom or opportunities to learn from a different kind of business,” Di Lillo says.
These venues of dialogue are all helpful, of course, but you still need to talk to the customers to really get a sense of how you can better meet their needs. Di Lillo says he’ll typically send a confirmation agenda in advance of a customer meeting.
“I’ll actually put down three to six different discussion topics or questions,” Di Lillo says. “I say, ‘I’d like to get together to better understand where we’re serving you well and where we need to serve you better, some of your personal challenges and what things in the business are being unmet.’”
It’s all about setting the right tone.
“Customers are looking for partners that will help them win in business,” Di Lillo says.
How to reach: City Visitor Inc., (216) 661-6666 or www.cityvisitor.com
Stick to your core
When a business begins to look for new ways to generate revenue, it can be easy to drift from your niche and lose sight of what you do best, says Rocco Di Lillo, the founder, chairman and CEO of City Visitor Inc., and the chairman of PCX Holdings LLC, PCX Energy Services LLC and Advanced Hydro Solutions LLC.
“You just have to look at the offering and ask, ‘Is it within the core mission statement of the business?’” Di Lillo says.
When you’re not sure, work with the potential beneficiary of the thing you’re considering.
“I’ll say to the customer, ‘I’m not sure how this will work and how this will help both of us,” Di Lillo says. “Because we’re both in it for the same reason, why don’t we agree to explore it more or test it for six months or some time frame? At the end of that time frame, if we don’t feel it has merit, we drop it.’”
The goal is to try out a new product or service at the least expense possible so that if it proves to not be what you had hoped, you haven’t lost much.
“The old adage is crawl, walk, run,” Di Lillo says. “If you’re sitting in the boardroom trying to figure out what it looks like, half the time you are off quite a bit. It’s going to look a lot different when you get to run, but you haven’t wasted as much money either.”
