Your weekly disruption
Your weekly thought-provoking exploration into building disruptive capabilities.
Mark Powell: Stepping Back To Grow
Greetings from Peru! We have been fortunate enough to be asked to help a global company that has aspirations for disruption by focusing its various regions on the ‘power of one’. Whilst under the Latino influence, nothing could keep us away from the numerous gems from this week’s guest.
Disruption by definition involves moving sideways, back, or down, with all the negative connotations that conjures, in order to move forward. Mark Powell only sees these steps as a positive.
Download the podcast on iTunes, subscribe or click to listen: Superior Sales Disruption Podcast: Episode 7
Starting on the ‘dark’ side as a Commercial Accountant, Mark has transformed through many different roles and is currently the Sales Director of one of Australia’s best companies – Lion. This is one for those who don’t believe in the linear approach.
Download the podcast on iTunes, subscribe or click to listen: Superior Sales Disruption Podcast: Episode 7
Knowing Your Numbers
Joined At The Hip
Sideway Steps
CCA was a great company; I really enjoyed it. It was a time when I wanted to shift from a consulting role at Price Waterhouse to join a branded FMCG product company. I thought that would be pretty exciting. I have followed the paths of James Lane in many ways. James and I work together for a good next fight. James was looking after the license and leisure channel and I sort of jumped in there after that. He was always good guy actually to follow because he’s a very good operator. It wasn’t too much to tidy up there yet there wasn’t as much upside you could get as well. It made a little bit more difficult; but that was great. And then we both actually went out and ran some of the field team. So it was good to go from the Head Office account management side and then into the people & field management side of the business which again is a different skill set.
Building A Mantra
When I first joined Lion, which was now 16 years ago, they had this unique people proposition. It covered three areas: be the best you can be, really make a difference, and have fun doing it. It’s interesting because we’ve had a few MDs come and go over that time and whilst catching up with Andrew Reeves, we were having a bit of a talk about that & he just thought that was such an enduring mantra. It really resonated with me as soon as I got here, because I think that’s all we ask everyone is be the best you can be, turn up and be the best. Also we’re always trying to make a difference, and that can be interpreted lots of different ways. Just don’t go into your mundane job. Be curious about how you can improve it & how you can change things and what you can learn. Lastly, you have to enjoy it. If you don’t jump out of bed wanting to come in for work, it is not worth doing. In my time there’s never been a time when I’ve not wanted to come into work because I love the company, the people you work with in the industry and the customers.
Being Thrown Into The Deep End
When I worked with Price Waterhouse, in London, I got sent out for this job in the Czech Republic and it was one of the big banks out there & it was after the Revolution that happened. There was a lot of corruption going on in all the financial industries and there was quite a few of us that got flick passed the hardship jobs. So I had to go out there and I really didn’t know what I was going to do when I got sent to the Czech Republic to review the bank. We just methodically went through it and found our way to do the review and get all that done with all the language barriers and all the rest of it. That gave me a huge amount of confidence. To be thrown in the deep end, and actually survive. Accordingly, when I switched in CCA from commerce across into the sales area, I had lot of confidence to be able to make the switch.
Building An A Team
The best thing that our HR director introduced was where you reviewed results times behaviour. And that was the big thing. At CCA, it probably leaned a lot more towards results and not the behaviour. It wasn’t necessarily that important how you got your results as long as you got the results, and that creates a very competitive environment. It can create quite a passive environment as well because other people then start opting out of that.
Lion had well established, 10 behaviours that add value. Normally people just pay a bit of lip service. This notion was challenged when a new CEO came in. He wanted to change some of the values and behaviours of the business. I remember being at the leadership conference, and there was a bit of an uproar. “Hang on a minute. I know you’re the new CEO, but we actually really love these behaviours. And we love these values, and we don’t see any point in changing them.” It was a really interesting learning for this new CEO, and, also for some of the newcomers like myself that when people actually do believe. You could hear them, talking about them in different meetings, that was guiding decisions that we were making. You can see people would play back a behaviour or a value of the business that did that. So for me, it was, again that my philosophy for managing these teams is always have that results and behaviours in there as well.
The mantra stated that the values will drive the behaviours, the behaviours will drive the culture of the company, and the culture will drive the engagement of our people. And the engagement of our people will drive the engagement of our customer base. We always measured where we were on our values. We measured how we’re going on our behaviours. So each year, everyone would be measured on the 10 behaviours. And that was all done by 360-degree feedback. There was feedback from your boss, feedback from your peers, feedback from your team, and it was an environment where you can get very open and honest feedback. The great thing about open honest feedback is you have nowhere to hide. And when you do receive it: “Okay, I get it. I think that’s right.” It really drives individuals to manage themselves, to make sure, especially as you become a leader in this business. Our HR director, Bob Barber used to say to us: “one of the hardest things is actually managing yourself and your behaviours because they have so much influence on others, especially when you’re in leading roles.”
Sales Disruption
There are two examples to share. With Tap King, we were looking to disrupt the beer market offering. Tap King was trying to create or recreate some of that draft beer experience at home. 80% of all beer is drunk at home or, away from venues. We looked at creating this product in a P.E.T bottle, about 3.3 litres. It was a really disruptive move at the time, and we got some fabulous support from all of the customers. It was one of the best-executed NPD for a new space, a new category that I’ve ever seen. It went ballistic when it first got into market and we actually thought this was going to be a 40-50 million litre concept. What was interesting was all the hype around it, and the fact that it recreated draft beer at home. However, the actual product itself didn’t actually live up to that. We were charging consumers about 30% more for this product. What we found is over about 9- 10 months, is that after that experience that they didn’t think it was worth that 30% more. We also had a couple of technical issues with it as well. It has been an interesting one for us because we had to put in special plant equipment to actually produce these, to fill these bottles & to put the cap the right caps on them as well. We ended up incurring quite a big write off at the end of it. We were trying to be disruptive. Yet we got some fantastic lessons out of that. You could go back through and understand what didn’t add up and why the consumers baulked at it towards the end. Or you could state, “What a disaster and we never want to talk about that again.” Natural fact, we did the latter for quite a while. We were like, what a disaster, we had to write that off. However the mantra was to focus on all the real positives here. So it was a good learning, as we haven’t had too many new products that had failed.
These learning led to one of our recent successes. Normally we would take about 12 weeks to launch NPD into the marketplace from their first order date. Selling would be done over three months. And we knew we were playing catch up because our competitor had a product exactly in the same space, absolutely flying and had been for a couple of years. We just couldn’t afford to take those 12 weeks to distribute this product. We had to do it way, way, way quicker. We turned the playbook upside down and just sat down and said, “right, if we wanted to get this in market place in one week, what do we need to do?” We worked out a massive plan, and it had much to do with the presale, so we had to get all the customers on board. Like most in Field Sales, we have a very structured journey plan. Our customers like those journey plans, they like to know when you’re going to turn up, what day it is, how long you be there for and are you going to add some value. We turned all that upside down and instead of doing a lot of this stuff face to face, we did it over the phone or on email because that’s when you can get real speed to market. And it was pretty incredible.
Right across Australia, we pretty well got 100% arranging within the first week. It was sizable too. Overnight, the product didn’t exist. A week later, you went into any bottle shop, any off premise, even in the on premise, we did, about 3000 tap points for this as well, it was there in front of you. If you can combine that through with the above the line, all of a sudden, you’re making really impact over a short period of time. So that was a great learning. For us, that was actually something that was really celebrated. We got everyone behind an achievement behaviour. It was a bit of competition, for the states who could get there first, and who could overachieve their results. We made a lot of fun about it as well. We had a very big celebration up in Queensland at a conference and awarded all of the teams and the individuals that did outstanding work in that space. But again, beautifully collaborated with the marketing team, with all of our customers, we got really good alignment across everything. So it took a huge effort. I don’t think you can do that with every NPD; you can only do that with some of the big ones. But it was a good thing to ask the question around. “If you want to do it in a week, how would you do it?” And that’s where that’s where we started that exercise.
When I got a promotion to the Sales Director role here at Lion, the previous Sales Director caught up with me. I remember one of the things he said to me: “Look, what made you successful in the previous level or role is not going to make you successful going forward now.” He also said “don’t try and be across every decision, you don’t need to do that. Your hardest decision will be to decide on which ones you need to get involved in. Really, you’ll be making less decisions at that new level. But they’ll be more important decisions.” But it was spot on to because you just didn’t want to micromanage.
I have a real passion for coaching. At first it amused me that I had to come up with all the answers with my external coach. You want to empower others to actually do that. Those coaching sessions were all about discipline, reflection. It’s a skill that I think every leader needs to have. You’ve got to be mindful enough that you can see how your behaviour, and how others are responding to you. You’ve got to reflect afterwards. And then work on areas that how you would avoid those behaviours, which may not be as becoming as collaborative as you as you’d want them to be. You can sit back and go right? “How do I check in before I go into meetings to make sure I’m going to show up the right way.”? And if you’re coming off the back of the meeting, when you’re annoyed about something or something’s happened, you need to gather your thoughts and make sure you’re not taking that into the next meeting, because you’re just wasting everyone’s time there. So, the coach has been really, really, really beneficial to me, but it’s probably more the skill lessons in the end that you have to coach yourself, and you’ve got a better workout technique to do that.
My biggest lesson is your career is not going to be linear. You are going to move around. And I’d really encourage people that do come into the industry to keep moving around. All of the studies show that people can have 123, different functional area experiences, that’s going to help them be a better leader in the future. So don’t just think it’s all going to be sales or marketing or finance, find ways to cross your paths over into different areas. And you need to be a bit brave about that.
You need to have a bit of confidence about that. A lot of people would probably may not have that sort of confidence level. And I would just say really back yourself. You can do these sorts of moves within existing businesses. There is a fair bit of safety around that to do that. And we do a lot of that at Lion, we can sort of put people in different roles. It may not work out every time. But don’t worry, what you will to gain from that experience will put you in good stead for the next role as well. So be brave and look left and right at all the different opportunities because when you’re going to learn more, you’re going to build your CV. And you’re going to get some great experience as well.
So many great takeaways from this conversation. Listen to the episode in the player below, or download, subscribe and enjoy it on iTunes.
Download the podcast on iTunes or click to listen: Superior Sales Disruption Podcast – Episode 7
If you want your Sales team to Gamify it’s performance please contact us at https://www.superiorsales.com.au/contact-us/
Next week we are going to delve deeper into the elements of Creating The Game.
If you are looking at running a Sales Game workshop either email Mark at mark.truelson@superiorsales.com.au OR dig for more information at https://www.superiorsales.com.au/storytelling/workshops/
At Superior Sales we build programmes leveraging all the core drivers of capability – organisation, people, process and culture, not just skills. Refer to our white paper at https://www.superiorsales.com.au/storytelling/whitepaper/
At Superior Sales our capability experts work extensively with companies to equip sales teams, and indeed the whole organisation, to deliver a better customer experience. Please get in touch at https://www.superiorsales.com.au/contact-us/
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