THE ASCM THE ASCM THE ASCM THE ASCM One Person, Infinite Challenges One Person, Infinite Challenges One Person, Infinite Challenges One Person, Infinite Challenges Steve Steve XIM XIM November 13 November 13-14, 2004 14, 2004 Bhubaneswar Bhubaneswar Steve Steve XIM XIM November 13 November 13-14, 2004 14, 2004 Bhubaneswar Bhubaneswar
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•• Evolution of Sales in IndiaEvolution of Sales in India
•• Emerging ChannelsEmerging Channels
•• The ASCMThe ASCM
–– Some ThoughtsSome Thoughts
•• Evolution of Sales in IndiaEvolution of Sales in India
•• Emerging ChannelsEmerging Channels
•• The ASCMThe ASCM
–– Some ThoughtsSome Thoughts–– Some ThoughtsSome Thoughts
–– InfrastructureInfrastructure
–– ASMDPASMDP
•• The Brand ManagerThe Brand Manager
–– Brand StrategyBrand Strategy
–– Some FrameworksSome Frameworks
•• My Thoughts on LeadershipMy Thoughts on Leadership
–– Some ThoughtsSome Thoughts
–– InfrastructureInfrastructure
–– ASMDPASMDP
•• The Brand ManagerThe Brand Manager
–– Brand StrategyBrand Strategy
–– Some FrameworksSome Frameworks
•• My Thoughts on LeadershipMy Thoughts on Leadership
SOME ICE BREAKERSSOME ICE BREAKERSSOME ICE BREAKERSSOME ICE BREAKERS
And a gentle warning about my And a gentle warning about my autonomous reactions to any sleeping autonomous reactions to any sleeping
beauties...beauties...
And a gentle warning about my And a gentle warning about my autonomous reactions to any sleeping autonomous reactions to any sleeping
beauties...beauties...
WHAT DOES ‘SALES’ MEAN?WHAT DOES ‘SALES’ MEAN?WHAT DOES ‘SALES’ MEAN?WHAT DOES ‘SALES’ MEAN?
Can anyone give me a definition?Can anyone give me a definition?Can anyone give me a definition?Can anyone give me a definition?
SALESMANSHIPSALESMANSHIPSALESMANSHIPSALESMANSHIP
“Ability to get a person to take as much “Ability to get a person to take as much as you want them to take, which in the as you want them to take, which in the normal course of business if they had normal course of business if they had
access to the same information as you access to the same information as you --they are unlikely to take the desired they are unlikely to take the desired
amount”amount”
“Ability to get a person to take as much “Ability to get a person to take as much as you want them to take, which in the as you want them to take, which in the normal course of business if they had normal course of business if they had
access to the same information as you access to the same information as you --they are unlikely to take the desired they are unlikely to take the desired
amount”amount”
SALESSALESSALESSALES
Do We Have An Equation?Do We Have An Equation?Do We Have An Equation?Do We Have An Equation?
•• Sales ?Sales ?
•• Is there a equation which defines and Is there a equation which defines and quantifies the impact of each element?quantifies the impact of each element?
•• Sales ?Sales ?
•• Is there a equation which defines and Is there a equation which defines and quantifies the impact of each element?quantifies the impact of each element?
JC PLANNINGJC PLANNINGUnderstanding the SALES EQUATIONUnderstanding the SALES EQUATION
JC PLANNINGJC PLANNINGUnderstanding the SALES EQUATIONUnderstanding the SALES EQUATION
quantifies the impact of each element?quantifies the impact of each element?quantifies the impact of each element?quantifies the impact of each element?
•• [ Sales = ] per unit time[ Sales = ] per unit time
[[
No. of (bill) * Value / billNo. of (bill) * Value / bill
•• [ Sales = ] per unit time[ Sales = ] per unit time
[[
No. of (bill) * Value / billNo. of (bill) * Value / bill
JC PLANNINGJC PLANNINGUnderstanding the SALES EQUATIONUnderstanding the SALES EQUATION
JC PLANNINGJC PLANNINGUnderstanding the SALES EQUATIONUnderstanding the SALES EQUATION
No. of (bill) * Value / billNo. of (bill) * Value / bill
] per unit time] per unit time
No. of (bill) * Value / billNo. of (bill) * Value / bill
] per unit time] per unit time
•• [ Sales = ] per unit time[ Sales = ] per unit time
[[
No. of (bill) * lines / bill * Value / lineNo. of (bill) * lines / bill * Value / line
•• [ Sales = ] per unit time[ Sales = ] per unit time
[[
No. of (bill) * lines / bill * Value / lineNo. of (bill) * lines / bill * Value / line
JC PLANNINGJC PLANNINGUnderstanding the SALES EQUATIONUnderstanding the SALES EQUATION
JC PLANNINGJC PLANNINGUnderstanding the SALES EQUATIONUnderstanding the SALES EQUATION
No. of (bill) * lines / bill * Value / lineNo. of (bill) * lines / bill * Value / line
] per unit time] per unit time
No. of (bill) * lines / bill * Value / lineNo. of (bill) * lines / bill * Value / line
] per unit time] per unit time
•• [ Sales = ] per unit time[ Sales = ] per unit time
[[
•• [ Sales = ] per unit time[ Sales = ] per unit time
[[
JC PLANNINGJC PLANNINGUnderstanding the SALES EQUATIONUnderstanding the SALES EQUATION
JC PLANNINGJC PLANNINGUnderstanding the SALES EQUATIONUnderstanding the SALES EQUATION
No. of bill * lines / bill * unit / line * Value / unitNo. of bill * lines / bill * unit / line * Value / unit
] per unit time] per unit time
No. of bill * lines / bill * unit / line * Value / unitNo. of bill * lines / bill * unit / line * Value / unit
] per unit time] per unit time
No. of bills * Lines / bill * Units / line * Value / Unit
SALES =
Width * Line * Depth * Value
JC PLANNINGJC PLANNINGUnderstanding the SALES EQUATIONUnderstanding the SALES EQUATION
JC PLANNINGJC PLANNINGUnderstanding the SALES EQUATIONUnderstanding the SALES EQUATION
-Driving pen. no. packs / unit time] -Extending to higher value
categories
Offtake
CAUTIONCAUTIONCAUTIONCAUTION
“Not everything that counts can be “Not everything that counts can be counted, and not everything that can be counted, and not everything that can be
counted counts”counted counts”
-- Albert EinsteinAlbert Einstein
“Not everything that counts can be “Not everything that counts can be counted, and not everything that can be counted, and not everything that can be
counted counts”counted counts”
-- Albert EinsteinAlbert Einstein
WHAT ARE THE QUALITIES OF WHAT ARE THE QUALITIES OF AN IDEAL SALESMANAN IDEAL SALESMAN
WHAT ARE THE QUALITIES OF WHAT ARE THE QUALITIES OF AN IDEAL SALESMANAN IDEAL SALESMAN
Are you cut out to be an ASCM?Are you cut out to be an ASCM?Are you cut out to be an ASCM?Are you cut out to be an ASCM?
SALESSALESSALESSALES
Tons of TravelTons of Travel
Lots of People SkillsLots of People Skills
Little or no Personal LifeLittle or no Personal Life
Tons of TravelTons of Travel
Lots of People SkillsLots of People Skills
Little or no Personal LifeLittle or no Personal Life
HARRY MOOCK HARRY MOOCK VP Chrysler CorpVP Chrysler CorpHARRY MOOCK HARRY MOOCK VP Chrysler CorpVP Chrysler Corp
Describing the ideal man of a certain Describing the ideal man of a certain profession...profession...
Describing the ideal man of a certain Describing the ideal man of a certain profession...profession...
He should have...He should have...He should have...He should have...
•• the curiosity of a cat,the curiosity of a cat,
•• the tenacity of a bulldog, the tenacity of a bulldog,
•• the friendship of a little child, the friendship of a little child,
•• the diplomacy of a wayward husband,the diplomacy of a wayward husband,
•• the patience of a selfthe patience of a self--sacrificing wife,sacrificing wife,
•• the curiosity of a cat,the curiosity of a cat,
•• the tenacity of a bulldog, the tenacity of a bulldog,
•• the friendship of a little child, the friendship of a little child,
•• the diplomacy of a wayward husband,the diplomacy of a wayward husband,
•• the patience of a selfthe patience of a self--sacrificing wife,sacrificing wife,•• the patience of a selfthe patience of a self--sacrificing wife,sacrificing wife,
•• the enthusiasm of a Beethoven fan,the enthusiasm of a Beethoven fan,
•• the assurance of a Harvard man, the assurance of a Harvard man,
•• the good humor of a comedian, the good humor of a comedian,
•• the simplicity of a jackass, the simplicity of a jackass,
•• and the tireless energy of a billand the tireless energy of a bill--collectorcollector
•• the patience of a selfthe patience of a self--sacrificing wife,sacrificing wife,
•• the enthusiasm of a Beethoven fan,the enthusiasm of a Beethoven fan,
•• the assurance of a Harvard man, the assurance of a Harvard man,
•• the good humor of a comedian, the good humor of a comedian,
•• the simplicity of a jackass, the simplicity of a jackass,
•• and the tireless energy of a billand the tireless energy of a bill--collectorcollector
StructureStructureStructureStructure
•• The Job (Obvious and Not so Obvious)The Job (Obvious and Not so Obvious)
•• Learning the ropesLearning the ropes
•• The Growth CurveThe Growth Curve
•• The Moments of TruthThe Moments of Truth
•• The Job (Obvious and Not so Obvious)The Job (Obvious and Not so Obvious)
•• Learning the ropesLearning the ropes
•• The Growth CurveThe Growth Curve
•• The Moments of TruthThe Moments of Truth•• The Moments of TruthThe Moments of Truth
•• The JC MeetingThe JC Meeting
•• Planning and DeliveringPlanning and Delivering
•• LeadershipLeadership
•• ConclusionConclusion
•• The Moments of TruthThe Moments of Truth
•• The JC MeetingThe JC Meeting
•• Planning and DeliveringPlanning and Delivering
•• LeadershipLeadership
•• ConclusionConclusion
The Job The Job -- ObviousObviousThe Job The Job -- ObviousObvious
•• Deliver Growth Deliver Growth -- SalesSales
•• Deliver More Growth Deliver More Growth -- BrandsBrands
•• Deliver Even More Growth Deliver Even More Growth -- PeoplePeople
•• Manage a Sales AreaManage a Sales Area
•• Deliver Growth Deliver Growth -- SalesSales
•• Deliver More Growth Deliver More Growth -- BrandsBrands
•• Deliver Even More Growth Deliver Even More Growth -- PeoplePeople
•• Manage a Sales AreaManage a Sales Area•• Manage a Sales AreaManage a Sales Area
•• Keep commitmentsKeep commitments
•• Deliver Quarter EndingsDeliver Quarter Endings
•• Give returns when asked forGive returns when asked for
•• Travel 144 days a yearTravel 144 days a year
•• Manage a Sales AreaManage a Sales Area
•• Keep commitmentsKeep commitments
•• Deliver Quarter EndingsDeliver Quarter Endings
•• Give returns when asked forGive returns when asked for
•• Travel 144 days a yearTravel 144 days a year
The Not So ObviousThe Not So ObviousThe Not So ObviousThe Not So Obvious
•• Lead Lead -- A team of 2/3/4 peopleA team of 2/3/4 people
•• Lead Lead -- A team > 15 peopleA team > 15 people
•• Lead Lead -- A team of > 100 peopleA team of > 100 people
•• Lead Lead -- A team of > 300 peopleA team of > 300 people
•• Lead Lead -- A team of 2/3/4 peopleA team of 2/3/4 people
•• Lead Lead -- A team > 15 peopleA team > 15 people
•• Lead Lead -- A team of > 100 peopleA team of > 100 people
•• Lead Lead -- A team of > 300 peopleA team of > 300 people•• Lead Lead -- A team of > 300 peopleA team of > 300 people
•• Change livesChange lives
•• Influence peopleInfluence people
•• See this beautiful countrySee this beautiful country
•• Have funHave fun
•• Party like there is no tomorrowParty like there is no tomorrow
•• Lead Lead -- A team of > 300 peopleA team of > 300 people
•• Change livesChange lives
•• Influence peopleInfluence people
•• See this beautiful countrySee this beautiful country
•• Have funHave fun
•• Party like there is no tomorrowParty like there is no tomorrow
Learning the RopesLearning the RopesLearning the RopesLearning the Ropes
–– Not as general as a Category NumberNot as general as a Category Number
•• The HorizonThe Horizon
•• The Right BalanceThe Right Balance
–– Not down to 200+ SKUsNot down to 200+ SKUs
–– Not as general as a Category NumberNot as general as a Category Number
•• The HorizonThe Horizon
–– Not too long ( A year !!!)Not too long ( A year !!!)
–– Not too short ( A day’s phasing)Not too short ( A day’s phasing)
•• The RigorThe Rigor
–– Intellectual, yetIntellectual, yet
–– Practical at the field levelPractical at the field level
–– Not too long ( A year !!!)Not too long ( A year !!!)
–– Not too short ( A day’s phasing)Not too short ( A day’s phasing)
•• The RigorThe Rigor
–– Intellectual, yetIntellectual, yet
–– Practical at the field levelPractical at the field level
On LeadershipOn LeadershipOn LeadershipOn Leadership
Three Quotes I LoveThree Quotes I LoveThree Quotes I LoveThree Quotes I Love
Mike VanceMike VanceMike VanceMike Vance
"Leadership is the ability to establish "Leadership is the ability to establish standards and manage a creative climate standards and manage a creative climate
where people are selfwhere people are self--motivated toward the motivated toward the mastery of long term constructive goals, in a mastery of long term constructive goals, in a
"Leadership is the ability to establish "Leadership is the ability to establish standards and manage a creative climate standards and manage a creative climate
where people are selfwhere people are self--motivated toward the motivated toward the mastery of long term constructive goals, in a mastery of long term constructive goals, in a mastery of long term constructive goals, in a mastery of long term constructive goals, in a participatory environment of mutual respect, participatory environment of mutual respect,
compatible with personal values.”compatible with personal values.”
mastery of long term constructive goals, in a mastery of long term constructive goals, in a participatory environment of mutual respect, participatory environment of mutual respect,
compatible with personal values.”compatible with personal values.”
Stephen R CoveyStephen R CoveyStephen R CoveyStephen R Covey
"Management is efficiency in climbing the "Management is efficiency in climbing the ladder of success; leadership determines ladder of success; leadership determines whether the ladder is leaning against the whether the ladder is leaning against the
right wall."right wall."
"Management is efficiency in climbing the "Management is efficiency in climbing the ladder of success; leadership determines ladder of success; leadership determines whether the ladder is leaning against the whether the ladder is leaning against the
right wall."right wall."right wall."right wall."right wall."right wall."
Peter F DruckerPeter F DruckerPeter F DruckerPeter F Drucker
"Leadership is not magnetic personality, that "Leadership is not magnetic personality, that can just as well be a glib tongue. It is not can just as well be a glib tongue. It is not
"making friends and influencing people", that "making friends and influencing people", that is flattery. Leadership is lifting a person's is flattery. Leadership is lifting a person's
"Leadership is not magnetic personality, that "Leadership is not magnetic personality, that can just as well be a glib tongue. It is not can just as well be a glib tongue. It is not
"making friends and influencing people", that "making friends and influencing people", that is flattery. Leadership is lifting a person's is flattery. Leadership is lifting a person's is flattery. Leadership is lifting a person's is flattery. Leadership is lifting a person's vision to higher sights, the raising of a vision to higher sights, the raising of a
person's performance to a higher standard, person's performance to a higher standard, the building of a personality beyond its the building of a personality beyond its
normal limitations."normal limitations."
is flattery. Leadership is lifting a person's is flattery. Leadership is lifting a person's vision to higher sights, the raising of a vision to higher sights, the raising of a
person's performance to a higher standard, person's performance to a higher standard, the building of a personality beyond its the building of a personality beyond its