THE DONALD COOPER EXPERIENCE
Speaking internationally on marketing, service and business excellence
THE 8 EIGHT ESSENTIAL STEPS TO
FINDING AND KEEPING THE BEST STAFF!
Donald Cooper, MBA
Certified Speaking Professional
(A) The Objective:
One of the biggest problems facing every business in the world today, large and small, is how to
attract, lead and keep outstanding people at every level of their organization! People who are
capable of delivering an extraordinary “customer experience” that will attract, “WOW” and keep
more loyal customers and achieve the company’s financial objectives!
Not having the right people in your organization carries a huge cost in lost business, inefficiency,
frustration and missed opportunity!
In his powerful presentation, “The 8 Essential Steps To Finding & Keeping the Best Staff”,
Donald Cooper defines, explores and simplifies this critical challenge. He delivers hundreds of
valuable insights and a step-by-step process that works!
Although this subject is a bottom-line, serious issue in every business, Donald’s presentation is
delivered with large doses of humor and humanity that touch people’s hearts while feeding their
minds!
(B) The 8 Essential Steps:
Step #1: Develop and Communicate Our Mission, Vision, Structure & Values:
Without a well-defined Service Mission and a clear Vision of what we want our business to
become it will be virtually impossible to hire the right people to do the job today and to help us get
to where we want to be. Basically, we hire people to help us do something; so if we’re not
absolutely clear about what we’re committed to achieving, we really don’t know what kind of “help”
we need.
What will our Values be with regard to ethics, excellence and the treatment of others and how will
our business be structured to operate efficiently and effectively? These critical questions are
almost always left out of any discussion about finding and keeping the best staff and yet they are
the very foundation of the process.
Step #2: What Specific Qualities Will Be Needed To Be Successful In Each Function?
Now that we have some clarity regarding our objectives and commitments, the next step is to
document the skills, knowledge, attitudes, personality, interests and dedication required to be
successful in each position in our business.
The Donald Cooper Corporation
Copyright © 2001
The 8 Essential Steps to Finding & Keeping the Best Staff…cont’d:
Page 2
Step #3: Where Do We Find People With These Qualities?
Now that we know “who” we’re looking for, where will we most likely find these people? In
answering this question, business is very much like baseball…we either bring our own people up
through the system or we go out and “buy” talent that’s been trained by others. In this section we
reveal a number of strategies for identifying “stars” within our organization and where to look
outside.
Step #4: Ask The Right Questions!
Now that we know who we’re looking for and where to find them, how do we choose the best? The
process of interviewing, screening, checking references and evaluating is critical and, sadly, the
necessary disciplines are often not applied. Here, specific tools and processes will pay big
dividends!
Step #5: Get Commitment To Our Standards and Values…Now!
The time to let people know what our Standards and Values are is right now, before we hire them!
In this section we discuss exactly what standards and values are, why they are so very important
and how to get commitment to them.
Step # 6: The Right Introduction…and Ongoing Training:
It’s critically important to have an “introduction to the company” and ongoing Training Plan for
each employee, whatever their level of responsibility. Surveys indicate that 70% of all employees
feel that they do not have the knowledge and information required to do their job well.
Step # 7: Empowerment!
Only an empowered staff will deliver our service mission effectively and consistently, and help us
grow our business. In this section we explore the two factors that most often prevent businesses
from empowering their people.
Step # 8: Feedback, Recognition and Rewards:
People thrive on feedback and recognition! They want to know how they’re doing. Both informal;
daily feedback and periodic, structured evaluations and goal setting are important to keep people
focused, motivated and growing…and don’t forget, “A Thank You” every day.
“What gets rewarded, gets repeated!” There are 100’s of ways to reward effort and excellence.
Remember that your staff have “4 Currencies” in their lives…money, time feeling safe and feeling
special! Don’t just pay them money; use all 4 currencies to reward and acknowledge.
(C) Donald’s experience and credibility:
Today’s sophisticated audiences want to hear from speakers who have actually done it …and
done it well. Donald has done it! Winner of seven awards for marketing, service and business
excellence, he has been both a leading manufacturer and retailer.
Audiences also want to hear from speakers with superb presentation skills. Donald has been
awarded the prestigious Certified Speaking Professional (CSP) designation, the highest earned
designation in the competitive world of professional speaking.
The Donald Cooper Corporation
Copyright © 2001
The 8 Essential Steps to Finding & Keeping the Best Staff…cont’d:
Page 3
(D) What do clients say about Donald’s value?
A comprehensive list of clients is available on request, along with enthusiastic recommendations
from an impressive selection of Fortune 500 companies, small to medium sized businesses and
over 80 Industry Associations.
To quote one corporate client who booked Donald six times within five months…
“Your presentation was the highest rated at our 3-day Conference! After the first
five minutes, I knew we had a winner on our hands. Your presentation style was
absolutely dynamic, your content exceptional, your material was personalized to
our company and your message was truly motivational. I look forward to working
with you again next year!”
(E) Presentation format:
“The 8 Essential Steps” can be delivered as a 1½ to 2 hour presentation or a ½-day interactive
workshop.
Note: Because this important topic compliments Donald’s presentation on Human Marketing®,
many clients book him to deliver both presentations at their event. Donald’s Human Marketing
E-brochure is available. This is cost effective and focuses your attendees on creating both
internal and external excellence in their business.
(F) Book early to avoid disappointment!!
Fewer than 100 audiences each year have an opportunity to hear Donald’s powerful
presentations. To avoid disappointment, we suggest contacting us as quickly as possible!
The Donald Cooper Corporation
Human Marketing® is a Registered Trademark of The Donald Cooper Corporation.
THE DONALD COOPER EXPERIENCE
Speaking internationally on marketing, service and business excellence
TOPICS AND TITLES
NOTE: Donald Cooper speaks on two main Topics, with a choice of Titles available for
each…or we can customize a title to suit your specific needs.
Topic #1 focuses on the Customer. These presentations are based on Donald’s exclusive
insights of Human Marketing which have helped thousands of businesses throughout the
world to add more real value to their customers’ lives…and more dollars to their bottom lines!
1. “Human Marketing®…How to Increase Market Share & Profitability in the Face of EverStronger Competition!”
2. “Human Marketing®…How to Become the Preferred Supplier of What You Sell!”
3. “Owning Customers for Life…Four Powerful Steps to Increasing Loyalty, Sales and
Profitability!”
4. “Human Marketing®…Four Powerful Steps to Creating a Customer-Focused
Organization!”
5. “The Adventure of Change … Redefining & Reinventing Your Business to Achieve Market
Domination in Our Rapidly Changing World.
6. “Creating a Winning Brand!”
7. “The Plain Truth About Retail Success…7 Steps to Increasing Loyalty, Sales &
Profitability!”
Topic #2 is about creating a business environment that generates clarity of purpose,
loyalty, creativity and effectiveness. A survey of 207 businesses, over 11 years, shows that
companies with a strong culture averaged 571% higher gains in operating profits!
1. “Creating a Winning Culture!”
2. “The 8 Essential Steps to Finding & Keeping the Best Staff!”
3. “The Plain Truth About Effective Business Leadership!”
4. “What is the Compelling Purpose of Your Business?”
5. “The 40-Minute MBA!…10 Things That You Absolutely Must Know About Your Customers,
Your Business and Your Life!” (NOTE: This presentation includes the “Best of” Topics # 1 & 2).
6.
Workshops and other programs: Donald also offers full-day and two-day intensive
workshops, combination packages (Keynote plus workshop), Customer Appreciation Events
and Panel Moderating. For more information, please contact us.
THE DONALD COOPER CORPORATION