The Role of the Manager

N SUNDARAM ICFAI 29th Aug 2008 BANGALORE

We cannot do todays job with yesterdays methods and be in business tomorrow

--- Nelson Jackson

A Group of Donkeys lead by a lion can defeat a group of lions lead by a donkey ---Socrates

Main Purpose of the Managers Job

To achieve and exceed the Assigned objective by ensuring that each and every member of the team achieves and / or surpasses his / her respective objective.

A Good Manager has..

the capability to get people of ordinary ability to perform in an extraordinary manner!

5 Differences
Worker Works alone Does the work Like a player in the team Is lead and Managed Responsibility: Single Manager Works with others Develops people/customers Like a coach and a counsel; Pitches in as player when needed. Is the Leader/Manager according to the condition Responsibility : Various

Key Responsibilities
Ensuring achievement of assigned Teams and individual
team members objectives Decision Making Ensuring his objectives achievement covering up deficit of anyone in his team. Focus on Brands / New Products Distribution Channel Management Timely Reporting and Feedback Developing Team Members Market Development Market Intelligence Strong Customer Focus Planning, Monitoring & Controlling Appraising &Reviewing Necessary course corrections

Key Activities
Strong Customer Focus

Right product for the right customers Frequency of visits Servicing Trouble shooting Retention and multiplication of customers Tracking of Customers

Planning, Monitoring and controlling

Objective setting Assigning the responsibilities as per the
resources Alternative steps in case of crisis Monitoring of Progress/Key Customers

Key Activities
Ensuring follow up of every subordinates
responsibilities. Ensure follow up on payments Ensure Liquidation of stocks Ensure Order generation Regular follow up of pending claims of distributors and CFAs

Key Activities
Ensuring at Distributors Level

Inventory Check Payment follow up Catering to Retailer Liquidation of short expiry / non moving products Settlement of Claims Successful of Operation of bonus offers New Product availability at retailer level LOC & NOC of products

Key Activities
At the Retail Level Tracking of new and established products Retail survey to track the demand of Companys
and competitors products Retail survey to validate the customer coverage Right product, Right customer focus approach Tracking of Key Retailers Ensure order booking and its supply

Key Activities
Reporting Weekly Reports on time Specialty Coverage Analysis Sales Promotion Proposal / Report cum Expenses
Statement Subordinates Coverage format-Self Analysis Campaign Sales Meeting follow up. Record of Leaves Sales Diary

Key Activities
Feedback On inputs On competitors Regarding strategies On emerging trends To subordinates on performance To superiors on any important
developments

Key Activities
Market Development / Market Intelligence Gather information from distributors / retailers to know the actual market potential Focused approach Rural coverage Distributors appointment Customer contact programmes Tracking Competitors

Key Activities
Development Team Members Review of Team members performance identifying key areas for improvement Improving his/her knowledge / skill levels Coaching Training Improving his / her personality Motivating

Key Activities

Review and Appraising Performance Agreed action plans Market potential Consistency in sales Coverage of territory Coverage of Key customers Growth in Sales Maturity Market knowledge Reporting

Focus on Power Products Monitoring the Sales Right Customer Focus

Key Skills

Analytical Skills Technical Skills Communication Skills Selling Skills Planning Skills Reviewing Skills Managerial Skills Interpersonal relationship Skills

Negotiating Skills Administrative Skills Interviewing Skills Counseling Skills Forecasting Skills Leadership Skills

Key Performance Parameters

Targets Field Work inputs Implementation of

strategies Implementation of learning Knowledge Team Performance

Development of Subordinates Market Development Reporting Discipline Distribution Management Maintenance and analysis of Data Self Development

Profile

Team Leader Decision Maker Coach Role Model Problem Solver Strategist Knowledge Resource Good Communicator Mediator Counselor Motivator Negotiator Positive Thinker Hard Worker Honest Listener

Observer Fair Achiever Adaptable Enthusiastic

A Good Manager will..

always succeed in getting more output and better results from his team members and they will deliver this willingly!

Managers : Ineffective v/s Effective

Ineffective Manager Appeaser Bully Caddy Despondent Excavator Favoritism Gutter Inspector Hindsight Effective Manager Advisor Benefactor Cheer Leader Decisive Example Setter Fair Generous Honest

Managers : Ineffective v/s Effective

Insecure Jealous Know-all Loner Manipulator Nag Opinionated Pillion Rider Quashes new ideas

Innovator Judicious Knowledge Resource Leader Motivator Negotiator Open minded Perseverant Quality Conscious

Managers : Ineffective v/s Effective

Reactive Subjective Trumpet Blower Unfair Vengeful Whiner Xcuse Master Yesterdays hero Zombie

Receptive Strategist Transparent Understanding Vibrant Winners Mind Set Xperimenter Youthful Zestful