5 Lessons from the Ryder Cup - getting a group of individual experts to
team
Coaching a sales
leader this week, the conversation turned to how he could get more out his
sales team, each of whom are a country manager for a different European
country.
While recognising
that they were focused on their own country, he wanted his team; to think about
the collective regional target; to go the extra mile on their results if one of
the other countries was having a bad quarter to make up the collective gap; to
share best practice and to support each other; to work together without him,
the leader, having to always make it happen.
It all sounded
great but like many organisations each team member is compensated on their own
country and not on any regional achievement. And naturally they focused on
their number and their country and found a lot of the aspired behaviours above a
distraction from that already challenging task. The sales leader said “they are
playing the same sport but facing different conditions and opponents”
We could be talking
about any group of experts – sales people, engineers, developers, or
accountants. Driven and measured on
individual success, how could a leader get them to team more and why would they
bother?
The Ryder Cup this
weekend involves 24 muliti-millionaires (Rory McIlroy won $11.5 million last
weekend alone) who spend their careers trying to beat each other in pursuit of
personal glory and fortune.
And yet every two
years they divide into two teams (one of which, Europe, is not even a strong identity
in any sport, never mind in politics), play for free, and talk and act as if it
really is one of the biggest occasions in their careers.
Scott Tannenbaum,
an expert in team science (see a great
talk he did for NASA at http://www.youtube.com/watch?v=ibBtQG5Thxc ) emphasises
that all teams do not need the same level of teamwork and that interdependcy is
the key influence on how much teamwork your team needs.
For example a
sales team or a gymnastics team may prepare together, cheer each other on but
they perform solo and adding up all the individual scores gets you the team
score. This is low interdependency.
Medium
interdependency involves some members needing to coordinate, some of the time.
Like a relay race.
A high
interdependent team is like a soccer or basketball team where all members
coordinate consistently and they need a shared mental model of how to defend
and attack.
The sales leader
is not looking for a high interdependent team as that would serve no purpose
but he is grappling with seeing if his team of sales managers can leverage
better and more consistent results through some combination of low and medium
interdependency.
What can my sales
leader learn from the successful captains of Ryder Cup teams in how they get
their teams to gel and succeed when the concept, the skills and behaviours, and
the rewards of being in a team are the opposite of what these golfers do their
whole careers. Can they help him increase the level of interdependency among
his country managers?
I looked at the
strategies and tactics of the last winning captains of both teams, Paul
McGinley (2014) and Paul Azinger (2008), to see if any commonalities and lessons
exist for us in organisations ( see book references below)
The key five themes
that emerged are as follows;
1. Create teams based on personalities:
The Ryder Cup
captains don't actually need to create a team of 12 – the competition requires
12 games involving pairs and then all player play against another player on the
final day. Getting the 12 pairings right
is key to success.
Azinger used
personality tools to group his team into three pods of four (one pod for
example was made of the more aggressive players, one pod was of the more steady
players etc) and he got these pods to focus on being a team by stating that the
pairings would always be from a pod. Don't worry about the other 8 guys – focus
on the 3 you might be paired with.
The sales leader
could look at getting the sales leaders for tier 1 countries like France and
Germany being more of a team while maybe pairing up the leaders from central
European countries. Or creating pods based on similar personalities. He doesn't
have to get all his team teaming if there is no value or meaning to it.
2. Stay on message:
Both McGinley and
Azinger drilled into their team to stay on message. McGinley’s message was that
the USA Captain Tom Watson was a hero and to talk up the USA team. He wanted his team to play on perceived US
arrogance. Azinger got his team to keep saying they were the underdogs.
Interestingly,
this week the 2016 USA Captain Davis Love stated that he had maybe the greatest
team ever assembled – a claim that has created more pressure on his team and
attracted scorn in the US and in Europe.
The sales leader
could create a common message for himself and his team that could be
communicated to all employees and /or to corporate teams , about their region.
“As a region we want to achieve x. Be
part of our success!”
3. Motivation is individual:
Common sense but
not common practice. The sales leader I spoke with has not been having 1 to 1’s
and when he does talk to his team members it is only about the numbers.
After a poor
performance at the end of day 1, Anthony Kim was challenged directly by Azinger
to step up and play better. Kim was one of the aggressive pod members and
Azinger knew that that kind of challenge would work for Kim in a way that would
not work for say one of the steady pod.
Before the 2014
Ryder Cup, Martin Kaymer was not playing well. McGinley arrived a day early to
a tournament in the US in order to play a few holes with Kaymer to encourage
him. Kaymer reflected later that McGinley being respectful and supportive
really helped him. McGinley took a different approach with Lee Westwood when he
publically stated that Westwood would need to do more to get a place on the
team. Both Kaymer and Westwood made the team and contributed key wins towards
winning the cup.
4. Leverage the wider system:
Azinger purposely
involved the caddies, the player’s wives and the grounds men in certain
decisions with the intention of them feeling involved but also in them supporting
the players. He also purposely got the players to look directly at the crowd
(golfers usually try to avoid interacting with the crowd) and to make sure each
player carried extra hats and goodies to hand out to the crowd so that the US
fans felt involved and would be more vocal.
McGinley made sure
that any players not playing in day 1 or 2 had a clear role on the course to
support their teammates.
Could the sales
leader involve the marketing team, the presales people , the sales reps and
global teams to be involved in making the region successful and in supporting
his direct report?
5. Know your role and value as a leader;
The classic
image of a Ryder Cup captain is of them in a golf buggy driving from hole to
hole shouting encouragement. Sounds like a sales leader jumping from call to
call, and deal to deal.
Both McGinley
and Azinger made it clear to their team that their role , to quote McGinley “
was not to be a cheerleader out there for the players and I told them that from
the very first meeting. My job was to plot our next move as a team"
The sales director
or any leader needs to share with their team where they can or cannot add value
and to ensure they don't get in the way of the team. The leader needs to get
out of the weeds and be plotting the next move.
But why bother
with any of this teaming stuff if I can be a hero winning on my own?
For the golfers,
it is the pressure and the joy of playing for others, of achieving something
they cannot do on their own, of excelling with their peers…. and if they play
well and win, it helps their personal brand and endorsements too. Could the
sales managers get the same kick out of being more of a team?
Colm
References;
Showdown; the Inside Story of the Gleneagles
Ryder Cup by Iain Carter
Cracking the Code – The Winning Ryder Cup
Strategy: Make it work for You by Paul Azinger and Ron Braund