Ron Martin Makes People Successful, He Always Has.
Ron Martin started his career in sales management when he founded a home party jewelry company, Empress Pearls, Inc. in 1965. Almost 20 years later his 5,000 independent salespeople were selling a million dollars a month of his jewelry in almost every state in the union. The key was “keeping them motivated,” says Ron. It was in the days that computers were the size of a small room, and did little more than what an adding machine could do. Says Ron, “I kept them excited, by way of CPC, (Constant Personal Contact) and some very basic tracking systems to let everyone know what everyone was selling, every day.”
In 1981 Ron sold his company and moved to Hawaii to surf and get a tan. It was there that he discovered the world of retail. Ron recalled, “I was appalled at the lack of salesperson ship that I saw in most stores. I found that most retailers had no idea of what their individual salespeople were doing, and that they measured results, if at all once a month, usually after it was too late to do anything about it.” He went on, "I started asking them how much their salespeople were costing them as a percentage of sales, and most had no idea. Those that did knew the grand total, but not what individual salespeople’s 'selling cost' was, let alone how to bring it down.”
Well, being a fair skinned guy, Ron could only surf so much, so he decided to make a difference in retail, and a difference he surely made. He formed Success Dynamics, acquired an impressive list of clients, wrote four books, and finally in the summer of 2001 created the Morning Report.
The Morning Report Is Born
Ron comments, “I have spent my adult life motivating salespeople to sell more, but nothing has had the impact of the Morning Report.” It all started when one of his clients, Natural Hawaiian, wanted to lower their selling cost from 18% to 10%. Having just learned how to use a computer, Ron told owner Abby Sullivan, "You just send me your salespeople's hours and sales each day, and I'll give you back their individual selling cost. You can look at this before each day's business and then offer enthusiastic, positive feedback to those who are at or below 10%, and give quiet, private correction to those who aren't. We'll also put incentives in place for those who go below 10% and 'show them the money' every day. It won't be long before you will be operating at a 10% selling cost!" Ron’s law is, “If there is something you want to impact, measure it. If you want to increase the impact, measure it more often.”
It worked so well that Ron starting adding pages to his Morning Report to track things such as sales per hour, items per transaction, average sales per customer, a Stars Page for yesterday, and a Totals Page for the month. The Morning Report grew in size and the results kept getting better and better. It worked so well that Ron started doing it for other clients, and it had impact everywhere it was put in place.
But as it is with many things, there was a catch. It was taking Ron five hours in the evening to produce 5 Morning Reports, and he couldn’t get started until stores closed at 10 or 11 PM. With an early flight to neighbor islands many mornings, something had to give.
The Morning Report Takes Off
Ron hired someone to produce the 5 reports every evening for $50 a day. He went to his five customers and said, “If you want to continue getting the Morning Report, you will need to pay $10 a day for it." All did. Artist Wyland commented, "I can’t sweep the floor of the gallery for $10 a day, let alone motivate my people to sell like this does.”
Ron says, “Realizing that I had something that can make a big difference without me showing up, I trademarked the Morning Report and started selling it.” Today close to 450 addresses in 28 states and 2 countries wake up to their very own customized Morning Report before the rooster crows. It's the system of choice for those who "get it".