Statutory Warning

I am a bit of a maverick!

PERSPECTIVE

My Journey

Through 3 years of sales...

Infancy...

• Came to KNSA PP in June 2002

– Area was at -16.5% at the time

– My first boss was 6 weeks from retirement

– The quarter end was 4 weeks away

• My first quarter end• My first quarter end

– JQ 2002

– I spent the whole day calling TSI / SO

– I spent the last day of the quarter in the depot

– I felt like a king at the end of the day

– 6 RS bounced cheques that QTR

Infancy...

• My first JC Meeting

– Had some ideas from my training

– But all the chaos… last minute OPS

– So it was two formats finally– So it was two formats finally

• FORMATS

– Primary

– Others

– JC Analysis

Take out...

• There is plenty to get distracted by

– Phone calls

– Commercial

• I still did not have an ASMDP• I still did not have an ASMDP

– I was running around like a chicken with its head cut off

– I was fire fighting

• I needed to have some vision

• How did I want to leave KNSA?

My first few steps...

• My first contest…

– 5 N

– Secondary Sales contest

– ‘Nothing breeds success like success’– ‘Nothing breeds success like success’

• SQ

– My second quarter

– No bouncing

– My team came in second in the contest

– I was getting a little confident

My first few steps...

• My first Director visit

– Mr. Dalip Seghal (Ayush)

– ‘Where are the hand carts?’

• My first meeting with Mr. Adhikari• My first meeting with Mr. Adhikari

– ‘Dinner aane ka himmat kaise hua’

• My first confrontation with my BOSS

– ‘I will not do a QTR end in December’

– ‘Leave your laptop and desk keys and GO HOME’

My first few steps...

• The Vision

– A sales number

– Easy to cascade

• The ASMDP• The ASMDP

– A blue print of what I wanted to do

– A clear end point

• The PEOPLE

– My first promotion

Karnataka Sales AreaArea Sales Approach

An approach to identify

What should the Area grow at?

Why should the Area grow at a particular rate?

What will make this growth happen?

Where will this growth happen?

Who will make this growth happen?

My first full year...

• Compete for #1

• Theme JC Meetings

• LEAD RSSM

• Team building - Outbounds / Family • Team building - Outbounds / Family Meets

• New leadership style

• More promotions

• Values / Ethics

The Man in the Mirror

• To be able to constructively criticize, he has wrecked my self esteem on many occasions

• Tends to be hot tempered and say very • Tends to be hot tempered and say very mean things

• Should reduce his abuse because it shows his bossism

• Be more concerned about team member’s personal lives

The Man in the Mirror

• To be able to constructively criticize, he has wrecked my self esteem on many occasions

• Tends to be hot

• Step away from the problem, resist the need to react at once

• Stick note on my comp• Tends to be hot tempered and say very mean things

• Should reduce his abuse because it shows his bossism

• Be more concerned about team member’s personal lives

• Stick note on my comp

• No more bad language in meetings

• Work stops at 6:30. As a rule. No calls after 7:30 PM

Same toys… new games...

• Revisit the Vision

• Ask your team to dream

• Survivor

• Development camps• Development camps

• Outlet level replenishment

• NUCLEUS

• Training BLTs

• Branch stewardship

New Challenges...

• Am I a good leader?

• Do I have a style for each member of my team?

• Do I listen well enough?• Do I listen well enough?

• Do I hear what is not said?

• ‘How many people in my team will put their lives in my hands?’

• ‘What will happen when I am no longer here?’

In Summary

• The ASCM Stint is the most powerful stint of your career

– 20 odd guinea pigs

– A live leadership lab– A live leadership lab

• Your legacy is not a growth number

– It is how many people’s life you touch

– It is the DELTA LIGHT you bring to the area that will light up lives long after you have left.

IDEAS

The Growth Curve

• Growth

– From Efficiency

• From Day One

– From Motivation– From Motivation

• One JC

– From Infrastructure

• One Quarter

– From Strategy

• One Year

The Growth Curve

Strategy

Growth

Efficiency

Motivation

Infrastructure

ASCM Stint

Growth from Efficiency

• Discipline

– Random calls to RS point at 9:00 a.m.

• Back of Control Statement Data

– Letters to TSI who make wrong entries– Letters to TSI who make wrong entries

• Launch Scorecard Reviews

– ECO parameters have to be met

• One Page FOCUS

– Severe consequences for the lack of focus

• JC Meeting - One Day

Growth from Motivation

• RS

– Unnati / Newsletter / Regular Meets / Visits

• RSSM

– LEAD RSSM / Letter from ASCM / Gifts– LEAD RSSM / Letter from ASCM / Gifts

• TSI

– Purple Cow / Moving Ratings / Birthdays

• SO

– Leadership Challenge / Quarterly Career Review / Family Greetings

Growth from Infrastructure

• Coverage

– 300 o/l per lac of population

• Frequency of Coverage

– Twice a week– Twice a week

• Quality of Coverage

– Split beats

• Cutting edge coverage

– Hari Bhari / Shop Score / HHT

Growth from Strategy

• FOCUS

– Channel

– Category

– Geography– Geography

– Brands

• ENABLERS

– OPS

– CPS

– Trade Activation

Growth from Strategy2001 Nature of Expected Share of

Opportunity Growth Growth

Dental 32 23 Share Gain 20 25

Hair Oils 6 11.6 Penetration 24 6

Hair Wash 25 14.6 Visibility 13 16

Skin 33 14.5 Penetration 20 27

Rural 8 18 48 15

96 81.7 73

Size of

Opportunity

2001 Plan

5L+ Towns

No. of RSSM 93 142

RSSM Remuneration 2200 3960

ENABLERS / SALES THRUSTS

Focus Categories

2001 Size of Nature of Expected Share of

Opportunity Opportunity Growth Growth

Cu 740 850 Anti CDC 15 11

Pep 750 920 Anti CDC 22 14

Nihar 550 700 Penetration 27 6

FAL 520 750 Penetration 44 27

Lux 550 630 Anti Chik 15 16

FOCUS BRANDS

2001 2002 Contr. to Share of

Expected Sales Growth

10L+ 60 52 72.6 49 48

Rural 15 13 22 15 27

FOCUS GEOGRAPHIES

Contr. to

Sales

Dental Hair Oils Skin

W/S

Key Retail

Grocers/Pr.

Chemists

Rural

FOCUS CHANNELS

No. of Merchandisers 27 134

No. of O/L 14925 20168

<5L Towns

RS Consolidation 88 83

No. of O/L 11207 16000

RSMM Remuneration 1800 2200

TSI's

TLSD 190 240

Productivity 76% 85%

No. of TSI's 12 13

GROWTH

Focus Channels

Focus Geographies

Focus Brands

The Moments of Truth

• First JC Meeting

• First Market Visit

• First RS Confrontation

• First FF Mistake Detected• First FF Mistake Detected

• First Presentation

• First Firing

• First Forgiveness

• First Promotion You Engineer

• First Celebration

The JC Meeting

• 13 in a year

• One day and you have 13 more in the market - 13/365 = 3% growth

• Review• Review

– long enough to make it linger

– short enough to ensure it doesn’t fester

• Motivate

– long and constant

– it needs to last 28 days

JC Meeting

• Agenda

• Review of JC N-1

• Flash Back JC N YR-1

• Fun Capsule

• LUNCH

• Development Section

• Task at Hand / JC Story

• OPS Plan

• JC Plan - NUMBERS

• FOCUS - One Page

• FFIS / 1-2-ka-4

• LEAD RSSM Review

• Tour Planning

• Birthday Celebration

• Motivational Capsule

• Concluding Remarks

• Send Off Game

MORE

Ideas on Leadership

Steve

Miles to go before I sleep...