Quality is defined as, “the standard of something as measured against other things of a similar kind”;
“The degree of excellence of something” Quality is, “a distinctive attribute or characteristic possessed by someone or something”
With the prevalence of present economic crisis and its adverse impacts on many areas in particular to business, sales and marketing, income, revenue, finance and economy, most of the companies are compelled to downsize their customers and employees including the sales forces, to make pay cuts and halt the progression and implementation of new plans and activities.
This may seem as the best option in today’s context. However keeping in view of your “ultimate goal” this may perhaps not be the right decision.
As an entrepreneur you need to identify the “root cause of the problem” for the company’s underperformance and underlying factors for the crises that you and your company are facing right now.
Most often it boils down to the “people” and “process” factors. You may have quality products, a multistoried office in the heart of Colombo with correct pricing, process, promotion and packaging.
However your people may not be up to required or exceptional quality and standards though their physical appearance is of quality. Furthermore the quality of the products alone is insufficient to run your business to provide “Return on Profits”. (ROI)
THE IMPORTANCE OF HAVING QUALITY EMPLOYEES:
Along with the other elements in the Marketing mix, you need to have Quality People. If you have mediocre sales/ marketing representatives definitely they will produce mediocre results. They will even disturb or delay your processes.
When they are out in the field for each and every problem whether it is small or big they call you frequently to sort out the problem. They would be always, “Part of the problem”. This is mainly due to the fact that those representatives have, “Thus far, no further attitude”.
They are selfish people who think only about their personal benefits, goals and objectives. They will waste Company resources and incur costs to the company. These people are liabilities to the Organisation.
If you want revenue and profits you should always have quality people in the “super achievers” or the “Elite club” category.
This category of people would have the attitude of “Going for the extra mile”. They will think and act independently and take timely decisions with your consent to benefit the Organisation.
These type of unique people are always, “Part of the solutions”. They always think on Company goals and objectives and strive harder to achieve with minimum guidance, effort, support and resources.
They will be supportive of your Company Processes and even add value to the processes. These people are the “assets” to the Company and the income/profit and wealth generators of the Organization. When you put the person right the business and the organization will become right.
Some may think it is the sole responsibility of the CEO or the board of management. Everyone is responsible for Quality.
When you visit some organisations you get dissatisfied or disappointed with the reception you get from the security guard at the entrance or sometimes the way the receptionists treat you.
In certain cases you get dissatisfied before visiting the service provider’s Office. This happens when you try to call the officer whom you need to contact but get unpleasant service from the receptionist.
In other cases the officer whom you meet to seek for his services may not provide quality service.This may be due to lack of knowledge or lackadaisical attitude. These types of staff members may spoil the image as well as business of the Company.
Hence, you need to start training from security officers up to the Managers on how to have correct attitude and provide best service at all times.
Some companies as soon as they hire a Sales or Marketing officer/representative give them the Product Literature or catalog and request them to memorize the contents and detail it to their customers.
Minimal time is spent on training and the fresher’s are accompanied by the seniors and are asked to observe the few presentations and fresher’s are compelled to detail on their own. This poor fresher will have only one option that is to act like a “Parrot”.
These types of representatives will aggravate the bad situation and definitely halt the progress of the Company due the rejections of the fresher and his or her Products as well as the Company.
In order to succeed in today’s business World you need to select the “Ideal Sales and Marketing Representatives and provide “Comprehensive Training” and ensure they are
“Very Competent” and “Competitive” prior to their field visits to meet their customers. In contrast to the general belief you do not always need to focus on, “Best Sales or Marketing recruit”.
As mentioned above try to recruit Ideal Sales and Marketing Representatives with correct attitudes and behaviors and provide them with necessary training on Knowledge, Skills, Attitude and Values.
KNOWLEDGE AREAS FOR SALES AND MARKETING PROFESSIONALS:
The Sales representatives or Sales Officers and Marketing professionals should have the relevant knowledge and skills to successfully carry out their duties and meet or exceed the Company targets on Sales, growing growth of the Company, efficiency, revenue, Profits, Performances.
The important knowledge areas are as follows; Company Knowledge, Procedure knowledge, Market and industry knowledge, Product Knowledge, Technical Knowledge, Territory knowledge, Sales and Marketing Customer Knowledge, IT Knowledge and Competitors Knowledge.
Further at the outset the Company’s Vision and Mission statements along with the goals and objectives should be advocated to the new employees.
This is not adequate. They should be made to believe in themselves, Management and the Company besides all the outlined knowledge that they have gathered.
With this type of Inspiration they will be geared to meet the “World of Challenges and Opportunities” and make your Company and Products/Services as No.1 thus exceeding the expectations of the Company as they would know how to generate revenue and Profits in spite of Changes, Crises or Conflicts that may arise when marching forward towards business successes.
Then perhaps, they could fly high in the business (Sky)/ world like the “Eagles”. It is up to you to decide whether you want “Parrots” or “Eagles” in your Company.
HOW MUCH TO EXPECT AND GIVE TO EMPLOYEES:
During my inspirational lectures I used to ask a simple question from the participants as to how much to contribute towards company success and how much do you expect in return.
Most of them used to answer as 50:50. In other words give or contribute 50 percent to the company and seek 50 percent from the company.
Some of the participants used to comment as 60:40. None of them is the correct answer as all the above are under expectation and under performance.
Although the ratio of 100:100 is the correct answer, in my humble opinion, one should render their services without limits to meet or exceed the targets and seek 100 percent from the Company.
In summary, always make a habit of your employees to “give” or “contribute” without limits and expect 100 percent from the Company.
In conclusion, do not compromise on quality. Always focus on Quality. Quantity will follow sooner. Invest in the Right People. Downsizing is not always the best option.
Start planning for the year 2024. Think about the New Year resolutions that you are going to make in regard to “people” and “process” factors.
When everything falls in its place, “Growing growth” is the order of the day. Should you be interested in seeing “new horizons” in your business, it is the time for “expansion” of your business.
Are you willing to take up this challenge? Do you believe in you and your people so that they could improve and add values to the processes of your organization?
Everything’s up to you. You could decide now as you are the best judge. In my humble opinion, quality attracts quality. Quality is everything and everything is Quality.
Hence, invest wisely in employees and gain profits to be victorious and market leaders in your business industry.
ACT NOW!
The writer is a Pharma and Medical Devices Sales, Marketing, Training and Inspirational Business Consultant with 30 years experience and has a successful track record for Change, Crisis and Conflict Management as well.
He was the former Business Head of the Vaccines Division of a subsidiary of a “Fortune 500” Giant Pharma Company. Ravindhiran is eligible to follow the “Certified Professional Marketer”(CPM) Programme, the highest recognition awarded by the Asia Marketing Federation (AMF) to the Professional Marketers in the Asian region.
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