the call sequence

The Pro always takes a position of strength. The victorious situation is the product of a champion salesman’s creative imagination. He creates conditions certain to produce a quick positive decision. Constantly weighing every situation before he moves. He is prudent but not hesitant. All actions are calculated – manageable risk but never needless ones. In the course of operation, tactics are expected to change in accordance with the situation. Movements supported by a deeper purpose contributing to a victorious situation. He chooses the ground of battle and draws opponent to it.

Selling is a significant function in any business enterprise. Therefore the skill should be thoroughly studied. It is a recurrent conscious act and therefore can be rationally analyzed and learned.

The primary purpose of a The Call Sequence is to provide a persuasive structure of selling given the time constraints of selling situations. From a pile of experiences and psychology theories, the BSP was created to provide summary of an efficient and effective way of approaching salesmanship. With a summary, the techniques and steps are easier to remember and implement. 

Selling is a basic human function. In one way or another, we have sold something in our lives - the son convincing his father to lend him the family car for a Friday night out; the father who motivates his son to excel in academics; The local politician campaigning for the election; Even the exercise of the humble mambobote in the streets negotiating to buy your scrap items; the fish vendor in the market inviting people top buy her products; even the whinnying of a young girl reminding her mother of a visit to Jollibee over the weekend. These stories illustrate the  exercise of the selling process. 

As a recurrent conscious act, the selling function has a system we can deliberate on. It can be learned and mastered. A standard framework has been developed through the years by practitioners and the academe. To some it is Basic Call Procedure and to others, Basic Selling Steps. It might have different titles and may vary from in form from one industry to another but the elements are the same. It is  the standard process by which a sales person executes the selling process for the purpose of presenting a product or a service to a prospective customer. Although, the selling approach has evolved into different forms, the basic elements remain. Technology has tremendous effect on our human situation and selling, as a human function,  has evolved with it. When product information is no longer the center of discussion in selling, other tactics ( approaches and methods ) have been developed to augment the ever changing  business landscape. As long as people are in the decision making process, Basic Selling Procedure will remain a standard framework among sales organizations.

The Eight Steps

1. Planning research and preparation

2. Introduction sell first yourself/establish initial credibility

3.Probing questioning/listening/identify needs/5W and 1H;/ rapport

4.  Presentation selling of the Product

5.  Handling objections fine tuning and handling objections

6.  Closing a Sale commitment and agreement

7.  Post Sale Function delivery, assessment and sustained sales

8. Repeat Sale steps 1 to 7 is geared towards sustained repeat transaction

Planning. Planning is the process of coping with uncertainty by formulating future course of action to achieve specified results. I enables the Sales Executive to achieve great things by providing a pathway from concept to reality. Sun Tzu spoke about a key principle in waging war similar to waging a sales operation " a victory gained before the situation crystallized is the acme of skill" This principle defined the whole process of Planning. " The expert commander strikes only when the situation assures victory". Therefore the need for a thorough and exhaustive study and planning. Planning in the Call Sequence refers to the process of preparing exhaustive data and constructing a course of action towards the closing of a sale.  

Planning enables us to put in simple and manageable terms complex concepts; translating thoughts into workable action breaking huge ideas into day to day programs. Planning is a process of coping with uncertainty by formulating a course of action towards specified goals. By creating contraptions, we cannot risk our investments to the whims of fate and the fickle weather. We anticipate and we make assumptions based on reconnaissance and gathered market intelligence. A SWOT analysis of our product, our competitor and the market would be a good brainstorm format in preparing a plan.

Let us discuss three concepts in Sun Tzu’s The Art of War to expose the gravity of the function of Planning.

1.      War is a grave concern of the state; the province of life or death; the road to survival or ruin. It is pertinent that it be thoroughly studied.

2.      To subdue the enemy without fighting is the acme of skill. Supreme excellence in war is to attack the enemy’s strategy. His primary target is the mind of the opposing commander.

3.      An army may be likened into water; it leaves dry the high places and hastens to the lowlands. So it is that an army turns from strength and strike upon the emptiness of the enemy. The flow of water is regulated by the shape of the gorund so it is that an army obtains victory in accordance with the situation of the enemy. Thus, know thyself and they enemy and in a hundred battles you will never be in peril

4.      The expert commander strikes only when the situation assures victory”

Business is a grave concern. To lose a client or to loss in business would be catastrophic for a family. Therefore, be circumspect and prudent. Prepare and make a thorough and exhaustive plan. Prepare exhaustive data to be able to construct a course of action in closing and sustaining sale.

Strategy, as a plan of action designed to achieve a particular goal, must be a salient feature in every plan. A qualification which proposes anticipating threats, capitalizing in one's strength and taking advantage of opportunities and the competitor's weakness.Be familiar with selling and persuasion tactics to be able to make practical and effective program of action. Be thoroughly knowledgeable of the features, benefits, target market, marketing mix, value proposition, and competitive product advantage of your product. Prepare customer database and route plan; sales objective broken down into per account, per day, per week, per month. 

A sound plans follows a structure which satisfies the following qualifications:

1.      Forecasting. Make a forecast as to your target sales for the month, for the week, for the day, for a specific account, for a specific client call. Forecast defines the financial relevance of your action.

2.      Develop your objectives. It must be Specific, Measurable, Attainable, Relevant, and Time bound. It must be relevant to your department. It must be measurable defined in financial terms. Sales, Call Effectiveness and Range.

3.      Programming. Being able to identify specific and relevant activities. A checklist is developed and proper scheduling, assigned persons, timing and sequencing is constructed.

4.      Budgeting.The allocation of resources to achieve an objective within specified period of time.

Market Intelligence on the following items must be thoroughly prepared in managing The Call Sequence.

1.      Be thoroughly knowledgeable of the features, benefits, target market, value proposition and competitive product advantage of your product.

2.      Prepare customer database and route plan; sales objective broken down into annual, monthly , weekly, daily, and per customer; Daily checklist

3.      Prepare competitive analysis. 4Ps and competitor TOT.

4.      Identify the strategy of your customer.  Prepare a thorough SWOT Analysis of your customer situation, traditional activities, market opportunities, AC Nielsen and organization decision maker circle of influence.

Courage in attacking an opportunity is merely a realization that on is mentally and emotionally prepared. Being able to appreciate the landscape of the field you about to enter – one gains confidence and familiarity of the ground will prepare one to make modifications on the manner of approaching sensitive situations or discussion. One may modify tactics according to the situation. Be empowered. Make preparations with senior managers as to budgets and limits of authority so as to be able to decide and act accordingly in the negotiations.

Prepare your sales presentation to comply with AIDCA. Powerpoint. Brochures, samples,AIDCA - Attention, Interest, Desire, Commitment and Action. The design of one’s presentation will entirely depend on the market intelligence gathered. In simple terms, if the target client is particular with finance, a sales presentation must focus on ROI and other financial terms; while if it’s a marketing manager, a sales presentation must include Market Shares, Sales Supports, Target Market, and Competitive Analysis. Prepare a Checklist of requirements and issues for the presentation to ensure 100% preparedness ticking each item along the way as it is completed.

Planning is not everything. Street smart decisiveness and maneuver can deliver the same impact. In simple terms, if the opportunity of closing a sale presents itself like in a cafeteria conversation, one may take advantage of this as experience would dictate. Experience teaches as that the guards of managers and purchasers are down during break and light moments outside their offices and tables.

The following are some techniques in preparing for an exhaustive Planning of a Sales Call:

• Define the parameters and measurement of your sales objective.
• Prepare competitive analysis. Competitor marketing mix, Trading terms.
• Identify decision maker circle of influence. Designation and motives.
• Prepare SWOT and Environment Scrutiny Analysis. Be able to identify the strategy of you client and the competitor.
• Execute reconnaissance on business situation, peculiarities, traditional activities, personalities involved.
• Prepare a written draft of your negotiation strategy complete with contingency plan and Plan A,Plan B.
• Prepare a mental draft of your negotiation strategy. Prepare yourself emotionally to build confidence and presence of mind to be able to control negotiation.
• Be empowered. Prepare with senior managers necessary approving limits and required budgets to be able to decide and act accordingly in the negotiation. 
• Prepare a checklist of Things to do on the day of negotiation. 
• Be prudent. Prepare for contigency; plan for risky areas of the call. Be at the agreed venue 30 minutes before agreed time; always give allowance. you never know when the rain will strike. you cannot be caught with your pants down.

Introduction. Introduce oneself in a professional manner stating name, designation and company you represent. Demonstrating a professional personality communicate in a pleasant manner at the right tone, confident body language and right amount and content of words. Present in Japanese style your calling card courteously by holding it with both hands and extending it with head bowed forward slightly.

Relevance. Establish the motivation and emotion to be able to influence the behavior of your customer to concentrate and to act positively on your proposal. All efforts towards achieving the sale; never a futile or useless initiative.Develop audience level of involvement and the speaker’s credibility through logical argumentation and emotional investment.  ( i.e. seminar organizer introduces  a speaker by mentioning his background  or a presentation about Green Movement that starts with pictures of pitiful people in calamities)Create impact within 30 seconds by exciting the customer with something new, an enthusiastic greeting, a promise, referring to your buyer using his first name, a sincere compliment or a scheme or idea to make profits.

Sell first yourself before selling your product. Be pleasant and confident. Condition your motivation and emotion from the fact that your come prepared.Make a logical and emotional connection with your audience  where you can jumpstart your presentation.
 

Probing. Before the presentation, one has to validate the viability of the presentation strategy. A principle in sun Tzu states “ Therefore a skilled commander seeks victory from the situation ..” which translated to sales operation, the sales executive needs to Probe the situation, talk to the client, diligent observation of the clients place of business, casing the store, casual conversation with Circle of Influence as “ kamusta ang climate sa loob” to determine the moral atmosphere in the Decision maker’s office.  The probing process starts prior to the meeting. The act of keen observation as to the characteristics of your subject matter based on your professional judgment honed by years of experience and familiarity with the situation at hand.

Opening the meeting with a series of questions designed to validate or testing the ground. The Series of Question is a result of a thorough investigation of the profile and personality of your contracted audience. It is a Catch Net concentrated on the various interest of the audience. It will be able to catch pertinent information as biases, priority, needs and most relevant items to your clients. 

A major purpose of probing is to identify the strongest need or benefit perceived by the prospect and other underlying requirements with regards to the proposal of the salesman. Modern selling use Questioning as a tool to facilitate the decision making process of a client with the sole purpose of assisting the buyer to decide. Good empathic questioning also builds relationships, trust and rapport - nobody wants to buy anything from a sales person who's only interested in their own product or company - we all want to buy from somebody who gives the time and skill to interpreting and properly meeting our  needs. Probing validate the logic and the emotion behind a sale.

Open Question. Open Questions gather information and build rapport. It invites persons to give long answers exposing an individual’s biases and political position. Used often to gather information. 5W and  1H. “ Kamusta ang negosyo sir?”

Closed Question. Closed Questions filter, qualify and seek commitment answerable by Yes or No, or Selection of an option which is answerable by a minor agreement  to the salesman’s proposition. Often used to qualify and confirm an interpretation. “ Itutuloy nyo ba sir yung renovation ng selling area?”

When you've asked a question, you must then be quiet - do not interrupt - allow the other person time and freedom to answer. A champion talks half as much as he listens. The principle is quite similar to the Principle of Aikido, where a sensei has the skill to utilize the strength of his opponent to his advantage. A champion salesperson utilizes the facts and motives exposed by his prospect to tie down his proposal.

Probing validates the sales executive’s strategy and fortifies it with fresh market intel information as customer’s Unique Perceived Benefit, target market, strategy, competitive product advantage, and personal / business perception which is vital in determining the right formula and a tactically sound strategy for the presentation.

Presentation.  The most important step in the Call Sequence is Presentation. The single most important determining factor in all purchase decisions. You and I buy things because of the way the offer is presented to us.

With the proper presentation of your offer, You can: trigger the emotion, provide value, build expectation, use referrals, become familiar and prove there is a need for your product. As a standard, the sales presentation materials should focus on a central proposition, which should be the Unique Perceived Benefit that the prospect will gain from the product/service. 

Tactical adaptation rest on the judgment of the sales person. Sales presentation materials are merely a tool to assist in the  communication process however it does not control the process; the sales person controls the presentation. With the client profile cased, Presentation merely becomes an exercise of matching the benefits to the defined need of the client. Constantly seeking feedback per match building a majority number of minor agreements. Constantly matching the product feature to the benefit of the customer.

All sales presentations  must be well structured, clear and concise, professionally delivered with integrity. The quality and integrity of the presentation is always regarded as a direct indication as to the quality and integrity of the product/service. Sales presentations must always meet the expectations of the listener in terms of the level of information and relevance to the prospect's own situation, which is another reason for proper Planning.

The presentation must include relevant evidence of success, references from similar sectors and applications, facts and figures - all backing up the central proposition; props; samples; demonstration and gift items.  Maintain focus on the Main Proposition with due consideration on the minor supporting materials as illustration and financial data.

Presentations should use the language and style of the audience - i.e., technical people need technical evidence; sales and marketing people like to see flair and competitive advantage accruing for their own sales organization; managing directors and finance directors want clear, concise benefits to costs, profits and operating efficiency; plenty of relevant hard facts and evidence.

Keeps control of the presentation using Persuasion and Selling Tactics.

Handling Objections.  Objections can be handled constructively. Avoid being argumentative. Be open minded. It’s a process you have to facilitate. Keep your cool. Don’t take it personal.If objections arise, firstly the sales person should qualify each one by reflecting back to the person who raised it, to establish the precise nature of the objection so as to be able to determine the right approach. Probe each objection to understand its underlying motives so as to work out an acceptable arrangement with the client.  In so doing, one is able to facilitate sustainable solutions for the client and the company. Most objections are mere request for additional information.

Re – Phrase Technique. Reflect the objection back to the customer by re-phrasing it in the form of a question which you are confident your client can answer on the affirmative.

Isolation Technique. Isolate the objection by giving another sales spill that will be able to maneuver the discussion into favorable grounds. It’s like changing the topic only you are in control. You might do a summary of more Pros and less Cons or might resell another benefit that would appeal to your client.

Inverted Empathy Technique. Put the shoe on your customer foot.

Magnify Technique. Highlight major benefit, Dwarf the minor objection.

Overwhelming Technique. Summarize benefits, ask for the Deterrent in the investment

3R Technique. Relax when hearing out an objection. Respond positively and professionally with maturity. Relate to the person by empathizing where he is coming from.

Successful business people earned themselves the right to be cautious about financial transactions. A salesman may view it this way – while it is a sales persons business to increase sales, it is a businessman business to ensure the viability of their investments. Thus the existence of objections – a basic quality of successful of business people, thorough deliberation of SWOT (Strength, Weakness, Opportunities, Threats). People are unique in different ways. One customer may be soft spoken; another skeptic and others may be too conservative. Nevertheless, an objecting customer is better than a customer indifferent and silent, unreadable to a salesman. It’s good to note that the mere fact that a businessman has accommodated a sales person means he might buy. Often, objections are merely defense mechanism of customers who wants to display their debating prowess and wants to extract additional concessions from the deal. It is the sales persons business to manage the situation and end up with a Win-win arrangement, advantageous to both parties. Business people will not business people if not for their shrewdness in business; they will do everything in their power to protect their interest. A Pro believes in two Don’ts and one Do in handling negotiations. Don’t Argue, Don’t fight emotions and Do lead them to answer their own objections. An objection literally defines their area of interest.

Handling negotiations require sales people to be in the position to decide on matters related to the transaction. Therefore, it is of utmost importance that a sales person prepares thoroughly for a presentation discussing intensively with their respective senior managers the minimum and maximum tolerance for certain Terms of Trade. Surely, business people are hard bargains. They will negotiate for the sweetest deals. Often, they will appear inscrutable. Some will open the meeting appearing uninterested. A sales executive must have the skill to draw out involvement and discussion so as to expose the customer’s position. A caution to sales people – never jump on the guns when confronted by an inscrutable customer. You might exhaust your resources.

A simple process of handling objection is as follows:

1.      Hear them out

2.      Feed it back, to clarify and qualify if your understanding of their concern is correct.

3.      Provide the answer

4.      Contract an agreement with the answer: Have I answered your concern?

5.      Link the concern to a Tie Down.

Closing a Sale. There are no exact formulas as to when to close. Closing a sale is a matter of opportunity. It may happen at the Probing stage. It may even happen at the Introduction stage. A salesman must be circumspect to determine the opportunity and the skillful enough to grab it.

Every sales person's aim should be to prepare and conduct the selling process so well that there are few objections arises, and no need for a close. The best close these days is something like "Are you happy that we've covered everything and would you like to go ahead?”

In many cases, if the sales person conducts the sale properly, the prospect will close the deal himself, and this should be the another aim for the sales person - it's civilized, respectful, and actually implies and requires a high level of sales professionalism. The manner in which a sale is concluded depends on the style of the decision-maker - watch out for the signs: no-nonsense high-achievers are likely to decide very quickly and may be a little irritated if you leave matters hanging after they've indicated they're happy; cautious technical people will want every detail covered and may need time to think, so don't push them, but do stay in touch and make sure they have all the information they need; very friendly types may actually say yes before they're ready, in which case you need to ensure that everything is suitably covered so nothing can rebound later.

Silence Technique. After spilling a closing question, take a pause and be silent indefinitely until your client speaks. It’s a psychology principle “the first one to talk loses”.

Customer Decision Making Obstacle Psyche

1.      Fear of making a bad decision. Fear to be rejected by peers and family.

2.      Insecurity causes Procrastination. Doubt and lack of confidence over the investment. Lack of information.

3.      Customers buy after they OWN. Owning is the process of emotionally and mentally imagining the benefits the investment will give you.

4.      Customers need for positive feeling.  A reassurance that they are making the right decision.

POWER CLOSE

Closing a sale is the main point of the whole sales process. During presentation and appointments is the best time to close a sale. The risk of losing a sale increases with time. Business people with their busy schedule will offer an opportunity to present once in a blue moon and the urgency of placement demands a “close” in the timeline given. Each day that passes gives competitors window to take the sale from you. Therefore, be observant for buying signals and tie down a close at the soonest opportunity available. The sales person must be equipped with the necessary resources and level of authority to decide as the situation requires.

Post Sale Function. A sale is a product ordered, delivered, paid, consumed and continuously bought. This definition should be the guiding principle of each salesman. It is sustainable and long term. Truly, we desire repeat purchase from our clients. Being the champion of the sales process, it is the job of the salesman to ensure the viability of this process. He coordinates with Manufacturing, Finance, Marketing, Logistics, Manpower Agency and other pertinent departments involved in the process.

Customer Service in account management involves a process of ensuring that our products are adding premium (profits, goodwill, strategic advantage) to our customers. It is long term as much as it is short term. Thus, the transformation of Position Title Key Account Managers to Customer Development Managers. It is the adaptation of FMCG Multinational Companies to cope with the evolution of the selling profession. With globalization and entry of so many competitive brands, multinationals are brining the competition farther where new players will have a hard time catching up. 

Illustration: Philippine Multinational  Sales and Distribution Operation. It’s quite apparent the Preferred Supplier Status and Cost Advantage of some multinational in the Philippines where Sales Managers of Unilever and Procter and Gamble don’t have to line up in PO rooms thus saving time and money. Sales Managers who manage 4 Regions with capacity for decentralized decision making giving allowance for regional and local marketing programs suitable and more effective to their assigned regions while some companies are implementing centralized marketing programs who are ineffective in certain areas.

The matching function of sales people extends to the actual Delivery. Ensuring the delivery of agreed services or products would entail matching company logistics with customer Warehouse policies (i.e. BO policy and merchandising support), matching the company policy on credit terms with the customer’s prevailing collection bureaucracy / standard operational procedure (i.e.  lead times). 

Assessment.  Sales Report is pertinent for progressive marketing companies. It gives management a system of Feedback Mechanism as to (OFI) Opportunity For Improvement opportunities, Inventory Situation, Market Trends, and Competitive Report.  In reference to the principle of TQM which spouses continuous improvement, Improvements Mechanism should be clearly communicated and in place. Sales i9s merely the end result of this many little concerns. Best if all our sales people are champion but the fact of the matter is that, a courageous and skillful soldier is a rare find. How about the other complacent employees. If these improvements are not addressed, the management might send the wrong message. The risk of demoralization would be high and performance is affected.

Analysis on the Sales Call is a very effective way of determining areas of improvement and other opportunities to sustain sales growth. Actual vs. Objective. What worked? What did not work? What is the next step towards a sale?

Repeat Sale. As a business system, professional selling is geared towards sustainable operation which satisfies short and long term business objectives.  Every sales transaction shall contribute to the continuity and growth of business. Emphasis is given to this function to demonstrate the “customer service” aspect of the selling function. If we manage our customers by satisfying not only short term benefits but rather long term and holistic business benefits. Managing every step of the BCP (no.1 to 7) towards no. 8 will result to long term business relationship.

Experientia docet

I had a quick chat with an old student and an old AA comrade the other day. It was an incident that instigated a deep thought. I saw myself in them – now that I am a professional and the other me, way back fifteen years ago, a student, finding my way around the labyrinth of College life. I had to pause to think about an incident shared to me. The student tells of an incident of coming across some lines in the Internet, under an account “Xavier Watch”, pertaining my name and the selling exercise I facilitated. I am deeply saddened by the incident. Indeed, teaching is a vocation. With deep reflection, one may find solace in the thought that it’s not a perfect world and there is always an allowance for “bad debts”. I have come to a progressive conclusion that a good can be derived from this incident to better learning processes in the Marketing Department without necessarily compromising the benefits of   “well planned and coordinated” selling exercise. Perhaps, this challenge can be evaluated as to how two schools of thought collided and how can we use this situation to better our department. The accusations are baseless; and I treat it as a symptom of old practices being tested by new ways of doing. These is a manifestation of Kai Zen - if you do not adjust with change, you will become obsolete. Nevertheless, I will accept the challenge with all my heart.

Bruised by the arrows shot at me from a cowardly distance, I will not be deterred in challenging the youth by exposing the present circumstance of a country in dire need of competent managers; of a region in dire need of competent entrepreneurs.  Marketing will play a big role in pushing the interest of this region towards nation building; of fulfilling a promise which has eluded the region for decades. Shall we embrace the social and economic challenges we see in our immersion exercises? Shall we demonstrate the required passion in confronting economic and social structures that hinder our country’s growth? I support the department’s Entrepreneurship program. I see it as a solution. However, a structure will remain a structure without the required emotion that will make animate an inanimate object. There is a great need to establish the moral aspect of every operation that will give life to concepts and create a self sustaining fire- a benevolent moral cause.  A country lost in translation and deteriorating social, political and economic structures is a moral cause that can steer any Filipino to deepen their competence; more so to privileged youth given the opportunity of an Ateneo education with access to the best library system in the region, liberal education, extra curricular formation  and structural opportunities to make a difference.

Conflict and intrigue are not alien to our great halls which bore witness to martial law years, Edsa years and many more political movements in our country. Twenty five years ago Alyansa Atenista and UGAT were in great odds against each other. Fifteen years ago Alyansang atenista and ASAP had bitter political disagreements. However, these past conflicts where not fought in cold war fashion under the guise of nameless cowardly creatures. Opponents faced each other in the proper venue in the same way that TFI were discussed in the proper negotiation tables.  These battles were courageously fought in classroom campaigns and organized debates. People were humble in victory and gracious in accepting defeat. There was honor and respect never extending to libelous remarks and baseless accusations; More so never under false names and masks to cover their lack of conviction for a questionable cause. If they have found sufficient ground and due cause, I have challenged repeatedly all concerned to bring to the proper venue their objection. I have faced students, parents, teachers and administrators in defense of my processes. My sincere intentions and academic results have proven them otherwise. Experiential learning had a positive impact on my students. Though challenging because of the nature of processing a great number of students, only a passionate and sincere soul can master its attached odds and difficulties – selling exercise, advertising and sales promotion creation and execution.

Marketing involves a number of skills which can be learned best through experience – attitude, customer psychology, consumer behavior, communication, leadership, people skills, presentation, managing failure, planning, and controlling operations towards desired results. I stood by my processes and the end desired. As a Marketing Professional, my field experience afforded me the competence of managing marketing operations. I will share to my students the reality of Marketing and the regimen it requires.  I owe my university only the best and nothing less. I will not spend my time teaching for lesser motives; only by my conviction for excellence. If by act of fate a canon ball injured me and awarded me an untimely retreat in life, it might have crippled me financially but it never deterred my spirit – I will remain unafraid over life’s adversities. The more I am challenged, the more I am roused.

With my pursuit of teaching, I pay tribute to my great teachers. Indeed, as Alexander would put it is simple words “ I thank my father for giving me life, but I thank my teacher for teaching me how to live”. I hold them in my heart with great esteem. Unsung heroes of Philippine society who have given so much; much, much more than what they have received. I have always regarded my teachers with deep respect – teachers of all types. Those I found lacking I supplemented with research and those I differ in opinion, I have never raised contempt. Its enough for me as a student that my teacher had the heart to share a small concept to me. To discern the good in people is a virtue I have learned in this university. It’s a powerful management concept I have used in my profession. I respected them for having the heart and the sacrifice of nurturing me and my friends. For taking time in taking interest in fragile minds with youthful idealism.

I must say I have found myself in these halls under the guidance of mentors, exercises, teachers, Jesuits and books. I drowned myself in the diversity of knowledge and concepts. I have grown as a person. I guess it’s my attitude towards growth that has guided me. I had a great desire to grow as a person because I know there is so much in the world to learn and there is a universe so wide. In every corner there is opportunity to learn. In every person there is a truth to be discovered. Life is an adventure and I choose the color by which I see life. I savored every drop of wisdom made available to me. If there is one thing I have learned, it is the concept that we must see life holistically thus to approach education not in the limited sphere of technical competence but in the sphere of human competence – to learn how to live and to learn how to make a living are two different things. Life is more colorful in the context of poetry. Its more exciting in the context of philosophy. It’s more meaningful in the context of spirituality. Oh how I labored to share this view with every person I meet and every student I am given a chance to mentor.

As I have always reminded my students my position in life, “do not be defined by other people, do not rest your fate in the hands of others, in your hands rests whatever greatness there is in you” “ do not rest your fate in external forces you cannot control – it will never be a perfect world” “ focus on controllable and do not cry over spilled milk”. Instead of whining, find a solution. If one will simply discern growth, there is so much in us we can be so humble about that it will be so hard to point at the imperfections of other people. If there is one thing I have learned in life it is to realize that its not a perfect world. And If I desire change in this world it must begin with me. To expect that the world will provide for me is a flawed judgment but rather to do what I can in my little way is the way to find my place in this world. If you know your purpose in life no amount of storm or wind shall trouble you. If you have found your place in the world, no flood or forces – internal or external shall deter a man with a mission. In this way I mix my philosophy with Marketing. The best thing about liberal education is that you see the world in holistic view in the same way great minds saw the world – great Generals, kings and philosophers, poets, political and business leaders.  Life is richer because one sees the world in different perspective and one gets  to appreciate that there is so much in the world to see and how little we are and how precious life is.

If I may share my thoughts on my decisiveness. It is my firm belief that life is as precious as time. A minute gone, or an hour or a day or a week or a month or a semester – once gone it will never come back. To squeeze out the marrows of each day that is given to us is the right order of the day. Youth will grace us only once – as I have quenched every opportunity in my youth so shall I invite the young once to take courage in maximizing their youthful energy in living and preparing for their dreams. Do not be afraid to take a shot on life. Stretch your horizons. Do not be afraid of stretching exercises for through it you discover yourself – your inner strengths and weaknesses you can address. When I am decisive on my exercises and methods, it is a balance between my passion for excellence, creativity, achievement orientation and my limitations as a teacher. Excellence and achievement orientation in providing my students with competence on the subject assigned to me. As a field marketing manager, my area of expertise is concepts to execution and results, I am decisive in creating and executing a learning method that will have the maximum impact on future marketing professionals. To my lament, it is not a popular position. Nevertheless, popularity is the least of my concern in the university. I am guided by gratitude for the institutions who has given me so much and a great desire to fulfill a purpose - fate and choice awarded me. To aspire for excellence and results in whatever circumstance life presents me. To master every situation under God’s good graces.

Let my sentiments be a warning to our students who might be tempted by techno convenient means of communicating one’s cause in demonstrating supposed ingenuity and intellect. Do not be deceived by the temporary values you perceive in the web. Do not be arrogant with the new knowledge your generation is blessed with. The world is far, far bigger and more complex to be mastered by one supposed advantage.  There is wisdom in old virtues as courage and reason.  Since time immemorial, courage is sought while cowardice is reviled. There is wisdom as well in  “due process of law” and “demonstrating freedom without trespassing at the rights of other people”.  I challenge the genius of the Filipino youth to stand up with courage and reason for their principles. Stand up and be recognized rather than hide under the cloak of nameless personas. Test your genius by refuting whatever odds you are up against; stand in harms way with courage in defense of your just cause. Only then you can say that your principle is worth fighting for. 

I remain steadfast and firm in my position: “ang taong gusto maraming paraan, ang taong ayaw maraming dahilan”, ”limitation are mere creations of the mind”, ”perhaps you are weak handed but stick to it steadily for small dropping wears away stones and little strokes fell down great oaks”- Attitude, Passion, and Competence. And these are no mere inanimate words as I am a witness to its power. It is my moral obligation that guides me. This I teach my student in theory and application. I believe these are the virtues this country needs. Beyond technological competence, remains the “moral and intellectual” aspect of every operation which according to Sun Tzu is decisive in war. If the community finds my precepts lacking in ground and spirit, a word from my dean is all I need. I am here to provide value. I am here to be part of the solution.  But, forgive me if I say that I will remain in my position as to how “marketing instruction” relates to the bigger picture – a country in dire need of heroes; a region in dire need of entrepreneurs competent in the field of management and marketing; I remain in my position as to how it must be approached. It’s a very challenging profession. And our region is dire need of its concepts. Let us not surrender our standards. Let us not rest on our laurels. Let us improve our processes forward and forward. Let us adapt the principles of Kai Zen. 

School is the last stronghold. Where families and communities have failed, School offers the youth with an opportunity to see the world in different perspective. Thus, it is of grave importance that core traditions must be kept; and to be defended against the whims of youthful recklessness magnified in multiples by technology. However, timeless wisdom will always prevail. Veritas liberabit vos. However grand a deception is, it will remain a deceit and truth shall prevail.  As a religious institution, we are lucky to be governed by timeless principles of the Word of God - timeless as ancients. Having worked with multinational extending 17 provinces, 9 distributors, 2 multinational companies - the laws of leadership remains true today as it was 3000 years ago. The principles of competition remains true to day as it was in ancient times. No amount of modern technology can change the nature of man. Moral and intellectual aspect of man will remain decisive in any human enterprise today and tomorrow. To quote a sage in ancient china “ The virtues of the sovereign are far better defense than high mountains and inaccessible cliffs”. Yesterday, today and tomorrow, virtues will remain a potent component in making reality great designs and will remain a major ingredient in molding great genius of our times. I hope the same virtues we defend and promote will find its way to the hearts and minds of our young students, our supposed “pag asa ng inang bayan”.

“The divine insanity of noble minds

That never falters nor abates

That labors and endures and waits

Til all it foresees it finds

And what it can not find, creates. “ Longfellow

Be able to create learning opportunities towards your chosen profession. Marketing requires skills and street smart competence. During your four years in college, venture into selling. During summer, work for a promo agency. While studying, try buy and sell. Pursue excellence in you FS, a Xavier program which offers a huge opportunity for the discerning student. Work for a Marketing company and assist in executing marketing programs. Help in the family business. Seek leadership skills in your family or books. Faith, Courage, Resilience and Persistence can only be learned thru practice. Join an organization and seek leadership practice. Try new things. Do not be afraid.

Rene Bitara, Prometheus Consultants

vision, mission, passion

Do you know how it is to lose everything?

Do you know the feeling of a free fall – 10 stories high?

Do you how it is to be betrayed by the people you trust?

Do you know the feeling of shame? 

The humiliation that comes with defeat?

Do you know how it is to fight even when the tides of fate is

against you and still - you fight on? With my unconquerable soul…

Do you know how it is to put aside your dreams

and wear a practical hat for you to live by the day?

Do you know the feeling of being alone in a hostile territory with

    only your faith to accompany you in the coldness of the night?

How do you fight on when your armors are shuttered, 

     your shield is down and your arms are

 stiff and weary from striking?

How do you keep you pride when you are captured?

And all things and people dear to you are lost?

How does it feel to be vanquished? My head is bloody but unbowed…

What will keep you going when everything around you is lost?

How will you keep your chin up when the tides of opinion have  

    turned against you?

How do you weather the coldness of the night when your homes 

    have been taken as trophies?

How do you confront a force beyond your comprehension? 

A hundred times your size?

When suddenly darkness over runs your sunlight? I am unafraid…

What meaning is there to carry on a hopeless fight?

Will you give in to the schemes of tricks and conspiracy?

Will you sell your honor for a sack of gold?

Will you give in your convictions and aspirations 

    for a night of temporary comfort?

Where will you find courage when there is no reason 

    left to be brave and bold?

Will you remain standing when everyone around you have bended?

Will you rise up even when you cant?

Where will you find strength?

Will you keep your course when all the force of fate 

    has turned its wrath against you?

Where will you find solace when there is no one left?

What of this world shall amount to your soul? I have not winced …

What great emotion shall bring you back your sanity?

What motivation shall keep you in steadfast guide? 

Despite the opinion of a hostile world.

Will you have the moral courage to persist in battle 

    when your cause is lost?

What will keep you going towards your dream 

    when fate is leading you somewhere else?

How will you differentiate friends from impostors?

What is the meaning of success? What is the meaning of failure?

Is it not, they are of the same skin? 
     Impostors that tricks us to cease fighting?
Shall we not persist in life?
     with all its joy and pain; bitter, sweet herbs of life.

What is the meaning of life?

What is the truth?

Must I persist?

Quo Vadis? I am the captain of my fate, the master of my soul …

on the potentials of agriculture

The deteriorating situation of our country demands re evaluation of many of our societal structures. A most significant of which is the concern of education. The incumbent question at hand is “Is our educational processes responsive of our nation’s building efforts?” We ask ourselves what approaches and what characteristics should our educational processes should possess.  Immediately, we come upon the choice – should it be confining or liberating? Should it be conservative or bold? Should we retain old practices or develop new approaches?.

The thing with the quest for knowledge is that the more we learn, the more we realize how insignificant we are in the universe. With this thought, perhaps we should aspire not for knowledge but instead focus our resources to competence.  Award the quest for truth to the conservatives and assign the bold task at hand to the progressive. The demands of our times require boldness in strategem and competence in execution. Much is to be said about the unjust social, political and economic situations about our country and much has been noted about the plight of our people. 

Perhaps we must ask ourselves if remedy cannot be completely addressed in our educational institutions perhaps we can create contraptions to supplement our structural deficiency. I am reminded of a story about the glory days of my grandfather Mayor Marciano Bitara, Saning as fondly called by the locals. His predicament, a similar story to some of business magnates with limited access to education in their younger years, strikes an intellectual debate as to the proposition that education is key to our nation's liberation. The story goes that as a mayor of Malilipot, Albay, my grandfather had a huge task at hand developing the municipality in a time where the country was recovering from the ravages of World War 2.  A particular project pertaining the construction of a public school facility in Barangay Sulong under his municipality.  There was not much land to consider with the limited budget for the project except for a piece of land cornered in one side by the slope of a mountain  and the sea on the other side.  The good mayor consulted Engineers as to the prospect of developing the property into a school facility.  The story goes that all the Engineers advised as to the long term viability of the land and the risks involved in developing the accretion which during high tide is reclaimed by the sea.  However, as my grandfather is head strong, he pursued in developing the place using bulldozers and pay loader. He ordered the slicing of the slope and filled the accretion with land.  To this date the school stands and services the local children. Many more stories circle the life of the good mayor and it remains that people are in awe of him not just because of his political and economic prominence in the area but also because of the circumstances surrounding his success which is full of adversities - he only had an education until grade 3, he has a hard time reading and writing and he started his Bus Fleet, Rural Bank and Gasoline station by using a carabao kareta to trade abaca for paroy from Tabaco to Iriga and Ligao. 

Perhaps, we should re evaluate our processes. Perhaps we should define what literacy means. We are too defined by foreign multinational survey firms telling us that literacy in the Philippines is low. Perhaps they are wrong. Perhaps we must define ourselves instead of referring to foreign standards. Why do we take the pride from our magsasaka when we tell them that they are illiterate.  Is it not that we are feed by the labors and dedication of this “so called” illiterate.  How do we anticipate what culture this breeds among our people. Countless farming families have invested on white collar education to send their children to the city. How many families have pawned their lands to send their fathers and mothers to foreign cities to work as modern day slaves.  Is this the democracy we have aspired for? Is this the type of democracy responsive to our deteriorating country? 

Food is a basic commodity in every nation. What self reliance and food security do we promote in this policy when we have robbed our small farmers the pride of their profession. A visit to a local palengke will show you the most unfortunate situation of our farmers when they are forced to sell in cramped spaces when the tides of trading seem against them – trading terms, prevalence of foreign and much cheaper products. 

Should we not promote agriculture as a strategic area of development which will benefit our country on the long term? Bringing down our food cost will have tremendous impact on our minimum wage earners which have apportioned 66% of their wage to high cost of living with rice at P 50 per kilo and Agri products at P 150/kilo.  Patronizing our own products and investing in homegrown ventures with agriculture as base will circulate cash in the local economy and on the long term, with renewed enthusiasm on local agriculture, we can once more reclaim our lost heritage of being “Pearl of the Orient”. We must promote agriculture and its related industries as a strategic program towards a stable economy and good living standards in Philippines 2050 where we can support our own people without sending them to some foreign shores and be second class citizens.

Philippines, Mindanao for that matter, is rich in agriculture. Positioning infrastructures and business ventures in the island towards agriculture and related industries will be strategic to the local economy and the Philippines in general. Marketing, as an area of specialization in business and a core competence in entrepreneurship, must find ways in promoting Product Development and Market Research in agriculture based products in Mindanao. Porter's Five Forces Analysis would propose that this would give local entrepreneurs with advantage in Raw Material supply.

An Open Letter 4/4/11: a tribute to my finest students

Dearest MrkMn 4 2011 Professional Salesmanship students,

Allow me to conclude our semester with this letter. It would be give me an opportunity to synthesize our Four week Business Market Selling Exercise in relation to our three month classroom instruction. Beyond the obstacles, challenges, adversities, doubt and questions that came your way in the simulated selling exercise, one fact  remains, my sincere intention to impart selling skills and my firm belief that Experiential Learning approach is the best method of gaining competence in Salesmanship. Though many of you excelled in the theoretical midterm, morally I am duty bound as you Instructor to design a Module within the parameters of the Department’s resources that would effect the best result in terms of competency development. If I have pushed you out of your comfort zones, caused you uneasiness, caused you to re-evaluate your level of competence, your attitude and your passion for marketing – I hope you will demonstrate the lesson we discussed on the manner we should approach adversities in life – keep a positive attitude, see how you can make pearls out of these irritants,  and discern what lesson you can derive from the situation. Rest assured, your grades are fair measurements of your attitude, competence and passion you demonstrated in the Exercise but will never be a measurement of your real potential. In your hands rests what adventure and greatness awaits you.

Learning is a process. We learn in different ways and the challenge to each one is the realization that learning is a lifetime process. School is a phase. If one has the discernment, the right attitude and passion for a particular interest, one can find knowledge everywhere. The challenge for every student is to go beyond the structures that confine you and reach for your life’s passion – reach for the stars. Ad Astra Per Aspera! And it’s a fact, it all goes back to attitude in the same way 2,000 years ago the Gordian Knot was resolved by Alexander with his forwarding looking positive attitude. As they say, “knowledge comes with the acceptance of our ignorance” and the desire for knowledge - the desire for competence. What is your attitude towards your life? What is your attitude towards your family? Community?University?Your mentors and teachers?Your beloved country? If you recognize the labors of your parents, your teachers and take into heart what grave challenge awaits you outside these walls – where a nation deteriorates, unable to remedy its social and political ills despite decades of graduating lawyers, managers and leaders in various fields. You are the hope of a nation that awaits salvation. And a hopeful teacher’s aspiration is, if not 200 competent manager, at least 1 will take up the challenge. Armed with attitude, competence and passion a student will be able to muster the obstacles ahead.

If there are habits we need to address in our journey towards competence, we can count so many in our daily undertakings as students which many are guilty of and no less than I have learned the hard way with much pain which I desire you will not have to go through. Habits which reflect what attitude, competence and amount of passion we have for our precious life. Let me count:

1.      The mortal sin of cramming

2.      The importance of initiative

3.      Failing to realize the grave significance of Planning which we have discussed so many time in different context in different perspectives

4.      The skill of communication

5.      The traps of a wrong attitude

6.      The necessity of courage in a country which needs competent leaders

7.      The traps of arrogance of some of our supposed gifted students. There is much value in humility. There is much to be received in generosity.

Time and again, I will say audacity is the first requirement. “Attitude is a little thing that makes a big difference”. Time and again, I will say “ Moral and intellectual faculty of man is decisive in battle” . The opportunities to gain competence in the selling exercise is tremendous for the student with the right attitude. Attitude and competence demonstrated by Django, Martin Cabrera, Ms.  Patalinghug. The passion demonstrated by Solis and Antiga who had extra ordinary numbers in their selling operation. The teamwork played by Richel Mosqueda’s team demonstrative of competent and participative leadership. The cool persistency and grace under pressure of Ms. Camat who had worries in her eyes but kept her cool in managing her group requirements and was able to represent herself effectively. The skills demonstrated by Faeldon, Manreal, Ms. Ramirez, Ms. Felicelda, Ms. Uy, Mr. Maneja, Nalipunguit, Ms. Alaan , Mr. Pana, Ms. Feliciano, Ms. Salvaleonand Ms, Escalderon. The able leadership of Ms. Lopez who has consistently demonstrated her competence in achievement and leadership orientation. And of course, we recognize the leadership of Ms. Oblina, Ms. Bongcayao, Inserto, Ms. De los reyes, Ms. Pengson, Ms. Schwander, Ms. Zambrano, Ms. Alcala, Mr. Pepino, Ms. Karina Go, and Mr. Bravo. We give merit  as well to Ms. Gala and Mr. Tero who might have short changed the exercise but demonstrated their passion in other ways as Student Leadership in their effort for the Central Student Government. Ms. Aban who despite her situation fought well and fought hard.

If there is something I have to clear with, it is my firm position that I teach to equip my students with the necessary competence in their pursuit of proficiency in the Marketing profession. As I have preached about purpose in existentialism, this I demonstrate by pursuing excellence in teaching. I have preached about attitude ”ang taong gusto ay maraming paraan, ang taong ayaw maraming dahilan” so shall I demonstrate the same attitude by finding remedies and making use of creativity and resourcefulness in enriching the manner we expose our students to the reality of Professional Marketing – the reality of business. The competence of a Marketing Professional is measured against his/her ability to deliver results. Thus, achievement orientation is a competence each Marketing graduate must possess for him to ascertain that he is a Marketing Professional in as mush as Accountants ascertain their competence by demonstrating their ability to report Financial Statements and maintain the integrity of Financial Records and Reports. Your principles and concepts in Marketing will be for nothing if you cannot translate this into numbers. If we may quote Peter Drucker on this “ we can only manage what we can measure”.

We only have one life. You will have your youth only this once. Pursue knowledge, we have a great XU Library. Read and put into heart 1 Marketing book and perhaps take time to appreciate The Art of War, a Chinese classic, translated by Fr. Amiot. It has solid time tested principles in Business and Marketing which can prepare you for the real battle that awaits you outside these walls. Venture into marketing business. Pursue competence. Respect your teachers, they have much wisdom to share. If I may have called your attention on some gaps or glitches on our exercises, it is with the intent that you may learn from it. Later in life, you will realize that the price for negligence and incompetence is much higher in the real world.  It is a price a battle worn teacher desires his student will not have to pay.

Best regards and Godspeed to everyone!

RCB