How Setting Clear Expectations for Associates Can Boost Performance and Revenue
When managing a growing clinic, one of the key challenges is ensuring that your associates are performing at their best and contributing to the overall success of the business. A common issue business owners face is balancing client acquisition with associate performance. Without clear expectations, associates may underperform or fail to reach their potential, which can hurt the clinic's bottom line.
This is where setting clear, actionable expectations for your associates becomes critical. In a recent session with a client, we tackled this challenge head-on by discussing how to align associate goals with the clinic's overall revenue targets. Here's how we approached it and why it's important for any business leader managing a team of professionals.
The Importance of Setting Expectations
Associates may come into the role with varying levels of experience, but one thing should be consistent: clear expectations around what success looks like in your business. In my work with a clinic owner, we established specific goals for each associate to ensure that they contribute to the clinic’s revenue and serve their clients effectively.
In this particular case, the clinic owner wanted the associates to generate $20,000 in monthly revenue collectively. With six associates on the team, this meant each associate needed to bring in approximately $3,300 per month. By setting these clear benchmarks, we ensured that every associate understood their role in driving revenue and maintaining a full client roster.
How to Set Expectations Effectively
Setting expectations is more than just outlining the number of clients and sessions. It’s about communicating the 'why' behind these numbers and helping associates understand how their performance impacts the clinic’s overall success. Here’s a step-by-step breakdown of how to do this:
1. Be Specific About Targets
Clearly communicate how many clients they should be seeing, how many sessions are expected per week, and how much income they need to generate. By providing these concrete targets, you give associates a tangible goal to work toward.
2. Explain the Business Impact
Associates need to know how their work ties into the clinic’s financial health. In our case, the clinic owner was aiming to hit $20,000 in gross revenue per month. By explaining how each associate’s performance contributes to that larger goal, it becomes easier for them to grasp the importance of their role. The financial goals of a company don’t always need to be shared with every team member, however, an appropriate degree of transparency, or sharing related goals, can substantially increase motivation and buy-in from your team.
3. Provide the Tools to Succeed
It's not enough to simply set expectations—you need to give your team the resources and support to meet those goals. This could mean offering training on client retention strategies, providing marketing support, or even equipping them with systems to track their own performance.
Tracking and Accountability
Once expectations are set, it’s crucial to monitor performance and hold associates accountable. In my session with the clinic owner, we set up a system for monthly reports that tracked each associate's progress—such as the number of initial consultations booked and how many of those turned into regular clients. This type of tracking not only helps you as the business owner but also gives associates the feedback they need to improve.
We also discussed the importance of tracking referral sources and conversion rates, as these metrics offer deeper insight into how effectively associates are engaging clients. By reviewing these monthly reports, the clinic owner could quickly identify which associates were excelling and which ones needed additional guidance.
Addressing Underperformance
Even with clear expectations, there may be times when associates fail to meet their goals. In these cases, it’s essential to address the issue head-on. The clinic owner I worked with had concerns about an associate whose attitude was good but wasn't performing at the required level. We discussed how to provide constructive feedback and the importance of regular check-ins to ensure that associates have the support they need to get back on track.
Rather than waiting until an associate’s performance becomes a major issue, use the tracking system to catch problems early. This gives you an opportunity to intervene and offer solutions, whether through additional training, adjusting their workload, or simply having a candid conversation.
The Benefits of Setting Expectations
Setting and tracking expectations does more than just keep your associates in line—it also fosters a sense of accountability and ownership. When associates have clear goals, they’re more likely to take responsibility for their work, make improvements, and ultimately succeed.
In the case of the clinic owner I worked with, setting clear expectations for her associates not only helped drive the clinic’s revenue but also allowed her to focus on growing the business in other areas, knowing that her associates were working toward their goals.
Final Thoughts
Whether you’re managing a clinic or running another type of business, setting clear expectations for your team is one of the most effective ways to ensure success. By defining what you expect, providing the necessary tools, and tracking performance, you can help your associates thrive and drive the business forward.
