Elephants can dance

Elephants are the largest living animals on Earth today. The average weight of a male elephant is said to be around 4500 kgs! They are said to be very intelligent and social animals. We have seen snakes dance, monkeys dance, But do Elephants dance?

Whenever I ask my team as to what is the biggest obstruction on the way to achieving disproportionate growth, I am told that the “high base” of last year is the issue. And I often wonder – Is it True? Is it really not possible to disproportionately grow bases which are already high? And the single word answer that my mind undoubtedly gives is a blank “No”!

Well, it may sound too idealistic and to some extent, unrealistic, so let’s begin with an example. Let’s start with an iconic company – Apple. When iPhone was launched, did anyone think that something better than that can be possible? The innovative concept and sleek design captured the hearts of millions throughout the world. iPhone launch was a phenomenon and I do remember seeing so many times in newspapers, customers waiting in such long queues in countries where iPhone was about to get launched. Nobody could imagine something better could be possible within the life span of a mobile phone. The truth is that within a span of 4 years, iPhone has launched 4 versions, each one significantly better than the last  one. And now, they are all set for the grand iPhone 5 launch – one device which will change the rules of the game forever. One look at the features, and you’ll again think that nothing better than this can ever be possible! Would you be surprised if they launched an even superior iPhone 6, hopefully not!

We are living in a society which is full of examples on how big companies keep surprising us with more and more positive results over a period of time. HP, IBM, Bank of Baroda are just some top of the mind examples which hits instantly the moment you think it is “impossible” to twist and turn huge bases. There are many many other examples. If you just take a look around you, you will realize that the world does not function on the basis of base at all. Everything keeps growing despite the current status of their being. Do you think you cannot learn more or get enlightened because you have already matured enough? You believe you can’t put on more weight because you are already obese? Will you ever think you don’t need more money because you already have enough?

Now let’s think of this. Why is it even easier to grow on large bases than small bases. The answer lies in large base itself. If you have a large sales base, you have a large customer base and therefore, so much more word of mouth marketing available to you free of cost! If you recently saw the list of India’s Most Trusted Brands in Brand Equity, you would realize that trust also comes from the scale of business. It is Virtuous Cycle – More Customers -> More Sales -> More Word of Mouth -> Even More Customers. Isn’t it fair to expect more from bigger bases? The only condition here remains is to make every customer of yours, a happy one, and they will ensure that whatever your bases are, you grow much more than that. If you stick to this golden rule, no base effect can ever hamper your growth path.

 

The market is large and the potential is incalculable. The bases should never be calculated according to the previous performance, but more in terms of Market Potential. I again do not mean, market share, but stressing on the word “potential” to highlight that there are still areas that nobody in the market would have ventured into, which are completely untapped. When we think of the bases in this light, they surely will look too small to not achieve disproportionate growths!

And yes, let me tell you, Elephants do Dance. Despite their weight, Despite their perception, they do dance. I have quoted above, the elephants who danced on the power of innovation, strategies and belief that they can do it! Do you think that there’s an elephant around you? Do you think it’ll dance?

Diwali aa rahi hai…..

PS: You can also reach me out at @agrawalsanjeev on twitter.

What makes you stop?

I often ask myself – Why is it that we are always afraid of committing beyond certain limits? Why don’t we announce that we will push ourselves beyond our limits? What is it, that despite our all honest intentions, we fail to believe in ourselves? What makes us Stop?

Jitesh was disappointed. The results of the “Budding Leader Program” interview was just out and he couldn’t believe that his name did not feature over there. And Rohan, his colleague had just got selected, despite similar target achievements that both of them had during the year. He tried to reflect back upon what happened last year, and what came to his mind was a board room scene before the year begun.

Jitesh had a serious debate with Mr. Sharma, their Boss, proving him how achieving a 20% growth would be impossible and therefore, would demotivate his entire team. He had a lot of points on his side – ranging from high base of last year, competition cropping up in the meanwhile, some key members of the team resigning and many more. Finally, Mr. Sharma gave up and reduced his targets to 10% growth only. Jitesh breathed a sigh of relief! Rohan, on the other hand, accepted 20% growth with much zeal and Jitesh thought that was only to butter the seniors.

After Q1, Jitesh got 110% achievement, while Rohan closed at 98% and was being questioned by seniors. Jitesh, was thanking God. He finally got a little more confident that it’s not as difficult to achieve targets. He looked at Rohan’s disappointed face and felt so much better about having negotiated his targets well enough. He was wondering what face would he have shown to his Boss if he didn’t achieve.

A lot of times, it’s not complacency or “ulterior motives” that make us stop from taking higher targets. The biggest thing, which makes us “stop”, is the “fear of failure”. We have grown in a society where we are driven to be successful – career, social lives, family and others – and where failures are unacceptable! When we fail, we are threatened to be punished. The world judges us by how much we have over delivered rather than delivering at par. We all believe in “exceeding expectations” rather than “meeting” it. A lot of us would believe that the story ends here. But there’s something more to it, let’s take a look.

For Jitesh, it was easy to achieve his targets. He would do little and his targets would get achieved. He and his entire team were now over confident of delivering numbers. He remembered how for Rohan, every single week used to be a struggle. Rohan kept on pushing for the sales by various means. Motivating his staff, setting the processes right to make people’s tasks simpler, focusing on SOPs, Rohan and his team were always on their toes. And when, for a few weeks, Rohan saw that the targets were getting missed, he encouraged his team to have innovative ideas for sales. Now, his entire team was only thinking “how to sell more”. All this, Jitesh thought was so much of efforts that he managed to save himself from and still face his seniors.

This is what most of us fail to look at. What new did we learn? Did we try hard enough? Are we happy with ourselves? And most importantly, what can go worse if we fail to deliver what we have committed?  In quest to show the world how great we are, we forget to show it to ourselves, and this is what makes us “stop”! We always choose to become “an example to others” rather than “ a better  individual”, not realizing that only and only the latter leads to the former.

At the end of the year, both of them closed at 100% ABP Achievement, though Rohan’s growth was 20% and his was 10% .Jitesh was satisfied with his performance. After all, not everyone manages to achieve 100%. But then, he remembered meeting Rohan outside the Interview room, how Rohan was beaming with confidence and in front of which, his own satisfaction with his performance was getting overshadowed.  

One thing we all have to accept, is that all of us work towards a target. If the target gets achieved easily, we are bound to get complacent and not try harder when our targets get achieved. The easiest way out is to take lower targets. But is target achievement the only parameter that you would judge your professional life upon?  

Atychiphobia – The irrational fear of failure, also known as performance anxiety. Atychiphobes generally gather a defeatist attitude out of fear of failing, making them avoid trying to achieve anything due to potentially failing at it. This strategy is known as avoidance behavior. Atychiphobes may also suffer from an inordinate sense of perfectionism, and may only try something that is guaranteed perfect. We all, do suffer from Atychiphobia in various degrees, and at various stages of our life. If you turn some of the pages of history, you will find that most of the leaders only became successful, after tasting multiple bites of failure. Do you suffer from Atychiphobia? Do you realize how it is hindering your own growth? Are you working towards coming over it?

Hope this note gives all of you a different perspective to look at your limits.

You can also reach me out at @agrawalsanjeev on twitter

(Who) Customer (What) Service

India is a land of shopkeepers. This is quoted as the reason for holding off FDI in retail. Isn’t it? So, ever thought about the service levels the neighbourhood shopkeeper offers?

“A customer is the most important visitor on our premises. He is not dependent on us – we are dependent on him” - Unknown

Does the neighbourhood guy lives by this statement? Or, the marketers of products and services in the organised sector. This isn’t a trick question! I am sure most of you would agree that organised sector has better service standards. And incidentally, this is not an article to sell my thoughts on FDI.

Spare a thought for the affable retailer who is always willing to help Bhabhiji and has offer products hidden in the store room only for her. One who sends even one piece of your daily bread to your house only because he understands your LTV (life time value) without understanding technicality of the term. Contrast this with 4 examples that I have faced recently.

I have a less than a year old European car. One day, I discovered a problem of coolant leakage. I had to send the car to the dealership at least 3 times before they even acknowledged the problem. For the first two times the effort on their part was to convince me that I was hallucinating and there was no problem with the car.

In another instance relating to my DTH provider, I decided to upgrade one of the boxes from regular to HD. We wanted the regular box to be attached to another TV set. For some reason the first box got de-activated. We made 5 calls over 20 days for the activation and every time we were told that our request had not been registered and the issue will be resolved in 48 hours.

One more. My bank decided to change my wealth management team for reasons best known to them. One day a trainee lands up at my home to “help” me. He has no homework done as to who I was and details of my relationship. No briefing from the previous wealth manager or his boss. On speaking to his boss, he apologised and promised to meet me up. For over 2 months, no sign of his wanting to meet me.

And the final example, from a MNC sports shoe brand who invites you to act. My young son’s shoe passed away within 3 months of purchase. Luckily, this time we had a bill of the purchase. So, we landed up at one of the brand stores for complaint hoping for a quick exchange as our case was genuine. We were in for a surprise as we were told that the purchase was made from another franchisee and therefore he just can't do it.

All the above examples are from large / MNC brands. These guys are clearly not in sync with, “Ask your customers to be part of the solution, and don't view them as part of the problem”. They are thinking of the customers as the problem. So, will they succeed or even survive? They will, till the time demand supply gap exists. Unlike the neighbourhood guy who has high service standard and a niche for himself which will ensure that he weathers the storms and hands over a strong business to his future generations.

My service horrors didn’t end as horrors. I luckily know some senior people around and can press the right buttons. So, the car dealer, the DTH provider and the Bank manager all fell in line with one phone call and my issues resolved in a matter of hours. What took multiple calls, visits or wait for months was solved in hours. How is that possible? Because with those phone calls the attitude changed. The same people were wanting to solve the problems and did so. The difference was not in what was possible but the intent! Service is about the willingness to serve. It is easy to surprise (positively) the customer. (if you were wondering what happened to the sports shoe, answer is nothing. I don’t know the right people)

On the other hand, what do successful brands do? Focus on complaint resolution or go beyond. Shift focus from complaint resolution to customer service to customer delight. One brand which attempts it is the iconic brand Apple. My son got an iPad bought in Canada exchanged in India without producing a bill. And my wife’s iPhone got exchanged without any questions asked. Apple agreed that the products belonged to them, they have a problem and the customer is right. Sounds simplistic.

Have you noticed in McDonald’s they replace the coke or fries when a customer (esp a child) drops it whilst carrying it. Because a happy child will always remember it and keep coming back to them. In return enhancing the LTV (life time value) of the relationship.

You are not in business for a day. The customer is not a transaction. If you can learn from Apple and McDonald’s. Look after the customer and they will look after you to survive and grow your business. It’s that simple.

You can also reach me out at @agrawalsanjeev on twitter