A shop keeper had a dog and a donkey in his house.

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The donkey had to do all the hard work to carry huge
consignments of goods from dawn to dusk.

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On the other hand, the dog could relax and play the
whole day.

The only thing it was expected to do was to alert the

shopkeeper if any thieves were trying to break-in at3
night.
 The donkey thought, “What a cushy job!”

“ If only I can spot the thieves before the dog, my owner

will give me this job and make the dog carry all the
load!”
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 So the donkey lay awake for the next few nights.

On the fifth night, the donkey spotted a few thieves

when the dog was peacefully sleeping.
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 It started braying loudly.

The owner got up with a start. Angry at being disturbed by

the donkey, he took his stick and started beating donkey.
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In the melee, the dog got up, spotted the thieves and
started barking.

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The owner looked up and saw the thieves running away.

He walked up to the dog and said, “Thank you for saving

me from the thieves.”

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Why was the donkey beaten,
while the dog got
appreciation?

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 Role sets responsibility

 Person plays many roles to complete a job

 Roles can overlap in performance

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• Information analyst
• Planner
• Strategy implementer
• Communicator

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 YOU AS INFORMATION ANALYST

• Information w/o analysis is like the

uncooked food – Prevent indigestion
 Use multiple sources for the same
information
 Probe for information
 Listen to the informer
 Rephrase in your words & check back
 Respond well – Don’t react
Conclude based on the most common
information

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 YOU AS PLANNER

• R.O.I. – Input vs. Output

• Profits = less input & more output

Can I plan for profits???

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 YOU AS PLANNER

Input Output
Time Rapport
Detailing Brand Registration
USP’s Brand Registration
Repeat visits Brand Recall
Sample / LBC’s Brand Recall
Feedback Customer Satisfaction
Assertive demand Prescriptions
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YOU AS PLANNER

By Failing to
Prepare,
You are preparing to
fail

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 YOU AS PLANNER

• Daily work – Better customer coverage

• Call – To control the meeting

• P.O.B. – Desired secondary sales

• Incentives – Targets are the midway relatives

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Target of the Day = Monthly Target / Working Days

Objective / Goal / Target of the Day

Rx P.O.B.

• Who • Who
• What • What
• Why • Why
• How Many • How much
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YOU AS STRATEGY IMPLEMENTER

Strategy without tactics

is the slowest route to
victory.
Tactics without strategy
is the noise before
defeat.
~ Sun Tzu c. 490 BC,
Chinese military 21
strategist
 YOU AS STRATEGY IMPLEMENTER

• Source – Head office

• Inspiration – Prefixed goals
• Means – Skill of implementation

What to do? Why?

Clarify all doubts before Assumptions lead to chaos
implementation & failure
Follow the strategy in HO strategies follows a long
ditto term vision
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YOU AS COMMUNICATOR

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 YOU AS COMMUNICATOR

• Prepare well
• Communication – a two way process
• Anticipate & handle queries well
• Has the addressee understood the core
message?
• Take feedback
• Avoid miscommunication

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 Responsibilities of TBM
Sales Achievement
•

Customer Support and Customer Service

•

Product Promotion
•

Launching new products / markets

•

Market Feedback
•

Company Image
•

Record Keeping and Reporting

•
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 Sales Achievement

• Plan : Stockistwise Primary / Secondary / Monthly

Marketwise SLS Quarterly

Doctorwise SLS Quarterly

• Book Orders : Stockists monthly

Chemists every day

Institutions / every
Doctors opportunity 26
 Customer Support and
Customer Service

• Prescription generation
Doctors - Selection, Coverage, Service, Promotion, Relation

• Retail availability - POB

Retail chemists - Coverage, RCPA, Relation building

• Stockists - Service, Inventory, Payments, Orders, Sales &

stock statement
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 Product Promotion

• Detailing and demanding prescriptions

( Product knowledge / Promotional strategy )

• Plan doctors for products and

products for doctors - RCPA

• Plan input utilisation – Customer service plan

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 Market Feedback
Customer response :
Doctor’s opinions / queries / objections

Competitors activity : Operations /

Strategies / Inputs
New introductions / Pack & Price changes

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 Launching New Products
and New Markets
• Product knowledge / Promotional strategy
• Target doctors selection / RCPA
• Coverage and call frequency plan
• Launch inputs - Customer Service plan
• POB
• Stockist inventory
• Symposia / Dr. group meetings
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Company Image

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 Record Keeping and Reporting
• Records - Record book, PL, Chemists list,
Call averages, Missed calls,
TCP, MSA and MSSA

• Reports - Daily report daily

Monthly report monthly
Stock & Sales Statement monthly
Market report sos

Travel Expense monthly 32

THANKS

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