A decade and half as a salesman. I have worked with two of the
biggest multinationals in the FMCG beverage space in Ghana - The Coca-Cola
Bottling Company of Ghana Limited (TCCBCGL) and Guinness Ghana Breweries PLC
(GGBPLC) across various levels of management. During this period, I have had
the opportunity to work in some of the most developed markets in Ghana such as
Kumasi, Cape Coast, Sunyani and Tamale.
I have also worked in some of the most
underdeveloped markets across the country such as Kwame Danso, Seikwa, Hwidiem
in B/A to Bimbila, Salaga, Tongo, Hamile, Tumu, etc. The journey to my current
role as Head of Northern Division (with GGBPLC) has been winding but also mixed
with delivering consistent outstanding business results over the years.
In this article, I will recap some
first-hand experiences in the less developed markets. My objective here is to
provide a guide to sales professionals, rookies or pros on how they can survive
and thrive in the places everyone said to me, “don’t go”
Wins
Personal growth:
when I first had the opportunity to work in the North (with TCCBCGL) in 2013 to
2014, I was to be stationed in Tamale but responsible for the three traditional
northern regions i.e. Upper East, Upper West and Northern Region; not even a
single friend or family member encouraged me to take up the role. But for some
reason, I saw it as a stepping stone to greater things in the future and how
right I was. I had my first opportunity to manage a larger team of 34 employees
(direct and indirect) to really build my leadership capabilities.
I also had the
opportunity to manage a bigger responsibility which was not only limited to my
core role as a sales leader as it incorporated having a functional perspective
on finance, supply, HR, etc.
I remember having
my contract staffs going on strike during my first month in charge of the
Northern Business operations.
It thought me how
to manage labour issues and get things done. I have always rated this period of
my career as one of the best phases.
The other growth
opportunity is having the chance to manage a whole territory and sometimes
whole administrative regions.
This clearly
throws the spotlight on you with regard to performance and career development
as your performance is clearly related to the outcomes of the territory.
Access to new
markets: very critical to growth and business sustainability. It’s worth
noting that such markets struggle to get access to basic groceries and drinks
that are easily accessible in the big cities of the country.
The good thing
about working in less developed areas are the opportunities it provides to
uncover new markets and improve distribution of your products (numeric
distribution).
For example, in
2018, I remember going on a trade accompaniment and listing Johnnie walker
scotch whiskey into outlets on the Nandom – Hamile stretch for the first time
when it was previously thought impossible by the Key distributor and Sales
Executive for that area.
Such are the wins
and fulfilment you get in working in such terrains.
I assure you that
you will be amazed at the opportunity these less developed areas offer
companies to develop their market and sustain their products.
Reaching out to
such markets and developing it often led to complete loyalty from retailers and
wholesalers who tend to see you as God Sent.
Execution of
sales drivers: sales drivers are the factors that influence sales at the
point of purchase. These factors include Quality, Distribution, Visibility,
Pricing, Promotion and Persuasion.
I have always
maintained that an effective utilisation of these factors will surely guarantee
you the needed sales outcomes.
With too many
alternatives available in the developed markets, getting retailers and
wholesalers to stay true to these factors are quite difficult, especially on
Pricing.
In the less
developed areas, you’re able to engage and get pricing fixed to guarantee
improved rate of sale (ROS) which ultimately leads to profit for both retailers
and company.
Souvenirs which
serve as visibility materials are revered and often plays a key role in closing
big sales and boosting loyalty and bond for a very long time which ultimately
will make beneficiaries promoters of your brands.
Building and
nurturing talent: one of the joys in working in such territories is the
uncommon opportunity you get to build and nurture Team Members via providing
secondment and/or delegation.
It means being
deliberate in building their abilities to act and stand on their own in their
respective areas as such territories are mostly wide and far.
It will mean
getting sales executives to behave as Territory Managers and sometimes Regional
Managers to drive business engagement with Key Distributors (KDs) and
wholesalers and letting them lead the engagement.
It also means
being deliberate in creating visibility at HQ for reports by letting them be
part of Leadership Meetings as an understudy. And providing opportunities for
reports to build their people skills by aligning them to lead weekly Business
Unit Performance Reviews; letting them lead trade or market visits by the Exec
Team, etc.
For Example, in
the year 2020, I took the uncommon decision of letting a level 6 take charge of
the Business Unit’s Weekly performance reviews. I provided the necessary
guidance and support until it became second nature.
This also exposed
him to high level analytics on performance. Currently, he’s deemed one of our
brightest employees in the commercial space.
Knowing your
country and breaking prejudices: one of the key wins in working in less
developed areas is the opportunity it offers you to break certain biases and
beliefs you might have acquired over the years.
I remember
getting to Tamale and Bolga for the first time in 2013 and falling in love with
the town and its people on my first visit.
What I saw on my
first visit was a complete opposite of the news I used to hear down south.
On the other
hand, working in a less developed area offers you the opportunity to appreciate
your country better; and understand clearly how your country’s development
agenda is being implemented.
It also helps you
to appreciate life in general and sometimes offers you the unique opportunity
to offer help to others.
Generally, the
key win in working in such territories is this feeling of being seen as an
embodiment of your company which guarantee you respect in the territory which
then breeds an overwhelming joy and the energy to implement desired goals
thoroughly.
Moreover, little
sacrifices made to retailers are often recognised and appreciated and not
necessarily seen as part of one’s functional duties e.g. ability to supply
extra stock during the weekend or at late night or redeploy near BB date
products to other outlets for it to be depleted quickly and capital refunded.
The writer is the
Divisional Sales Manager, GGBPLC