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Goal-Driven Management

DNA Leadership By James R. Ball, 420 pages. Reston, Va.:, The Goals Institute Inc.,
1997. $29.95.

By John D. Mayfield Jr., broker with Mayfield Real Estate-Better Homes and Gardens, Park Hills, Mo.

Although DNA Leadership through Goal-Driven Management is slow going in parts and somewhat repetitive, it’s still packed with good ideas.

As a goal setter myself, I enjoyed and learned the most from the “Goal-Driven Management” section–worth the cost of the book alone. Author James Ball does a good job of emphasizing the need to set business goals to survive, and he shows that it’s important for employees (read salespeople) as well. That is, it’s important to impart your corporate goals to salespeople. Then they can adapt them to their practice, and you’ll both be working in the same direction.

Ball compares goal-driven management to Newton’s law of motion to send home the point that for every action of force, there’s an equal and opposite reaction. So if you do nothing, your result will be no return. Most managers would probably agree: Practitioners fail when they don’t put time and effort into building a business. You can’t just type a to-do list. If you set a goal of selling $10 million in real estate, you have to call on x number of prospects or send out x number of letters.I used his Newton analogy at a recent sales meeting, and the point really hit home with my salespeople.

Although Ball does an excellent job of explaining the leadership process, readers’ minds may wander from time to time as a result of his complex topics and comparisons. And the average broker may not have the time or resources to evaluate company performance and set goals according to Ball’s guideline, which involves six levels of evaluation. But at least DNA Leadership gets your goal-setting juices flowing and reminds you that goals are the best way to plan and shape your company’s future.

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This post was contributed exclusively for REALTOR® Magazine.

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