Two
ads caught my fancy. One was from Eureka
Forbes and the other, MARG. The former
wanted an MBA below 35, with six years experience, for an advertising and
sales promotion manager. MARG wanted a
Research assistant for qualitative research. I was above 35, had neither MBA
nor six years in the corporate sector but was interested . I applied for both
jobs. Got both and decided to join Eureka Forbes. Sometimes the choices you
make take you make take you to places you don’t dream of!
From
the sober environment of a family owned company to a fast paced direct
marketing organization, was a culture
shock .The average age of managers was twenty four and I was way past that. The place reverberated with the running feet
of rat racers. I was a slow runner with
no ambition to get wherever. I knew I
was out of sync and wished I had taken the MARG. offer. But no looking back .There was plenty to
learn here too. First – how to whip up your obsession for a product before you
try to excite the buyer about it .In the
saree show room, I learnt how to sell to customers who come looking for a
product. In Eureka Forbes, the product went to a possible customer and
persuaded her to go for it. As an advertising manager, there was nothing much
to do in a direct marking outfit which did not advertise. But I could use my
creativity in coming up with motivational posters for the salesmen and thinking
of innovative sales promotion schemes. Since we participated in home products
exhibitions, all over India , I had a
fun time setting up the stall and attending to curious customers .Just to
understand the sales techniques, I accompanied our sales representatives on
their house to house calls. I also edited EUROCHAMP, the house journal and took
care of stationery design and printing for the branches.
The
president, a direct marketing expert and I , had a love/hate relationship. He loved playing
corporate games and I hated it. Once, he wanted to know why I do not stay back
after working hours, like others do. I politely told him I had no intention of
just hanging around to be seen. All my colleagues were either single or newly
married and on the fast track of their career. To be in the office for long
hours, especially since the president worked till late, gave them an
opportunity to be visible. I had no such compulsions and home had better
attractions ! the president introduced a lunch – together culture in the
office. All managers were to converge in the conference room at lunchtime and
share their lunch .Once a week one person would bring home –made food for
everyone. It was a good way to break barriers and improve interpersonal
relations. Unfortunately, it became another platform to show one up – man ship
with each one trying to outdo the other in making the boss laugh. After a few
such sessions, I quietly withdrew and started having lunch at my desk, as
usual. The president’s secretary gave me subtle hints every day about her boss
being upset but I was equally subtle in telling her my lunch hour was my
prerogative and I could use it my way. Gradually, others too came out, one by
one, as I had belled the cat !
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