A manager is only as successful as their team members. Managing a team is by no means an easy task, there is no thumb rule that works for all. Just as management styles are different, different team members react differently to different management styles.
As a manager, I’m sure you’ve thought, “I could do this myself” or “It’s easier for me to do this than have my team do this”. Relatable? We’ve all gone through this, you’re not alone dear manager. Infact, there is a popular saying ‘what brought you here will not take you there’; work was easy when you were a solo player and now it is a different ball game to get work done from the team.
Confused about how to approach the situation? Here’s my take on how to get there, and believe me, there are multiple ways to get there too!
Understanding YOUR goal for the team
Before you bell the cat, that is to direct your team, be sure of what you are doing and what you want the team to do. Upon understanding your long term objectives you can proceed to understand the team member’s skills, strengths and weaknesses. Aligning your long term objectives with complementary skills of your team members will enable you to build a team that withstands the test of time.
Be a coach, not a supervisor
Your next step is to visualize what energies are required within the team to meet the objectives, create those energies and wait till your teams start visualizing those energies to meet the objectives. Communication is the key to instilling the required energy.
Try not to be an instructor, be a coach and use non-directive teaching methods. This makes a huge difference, you need to create an atmosphere for the team to attain job satisfaction and thrive. Ask them rather than telling, we are always tempted to share our experience, instead of giving them space to build their own experience proves helpful. As the team gets charged towards the desired objectives create the opportunity for them to channelise their energy towards the common goal.
As a coach, your goal should be to push the team to put their best foot forward and help them realize their strengths and contribution to your strategy. Recognition is the key, always appreciate relativeness and respect their fundamental needs. The energy will double.
One can consider their roles as a manager a true success when the team elevates along with the job. As long as you can guide your team to focus on the objective, stand by their difficult days and don’t let them quit while the going gets tough.
Always remember a little push is all that is needed – maybe success is the next step.
A person who may have gone into a coma in December 2019 and who has woke up in June 2020 would feel how ‘Rip van Winkle’, the protagonist of the story by the same name written by Washington Irving felt when he woke up after being asleep for 20 years. A world completely changed!
Now on, we could see the rise of the concepts of BC which refers to before Covid, DC i.e. During Covid and AC, After Covid
Everyone would be wearing masks, there are very few vehicles and people on the roads, Shops and shoppers behave differently — people have to clean their hands with sanitiser before being let into shops and supermarkets. There are fewer things to be on shop shelves.
The pandemic has affected nearly every sector and given birth to new business opportunities. It has forced almost every sector to innovate as there’s been a change in the consumer mindset. It’s been a great learning experience for every sector.
The Retailers Association of India (RAI) have seen its members seeing a shift from asset to experience creation for the shoppers. Also, individualisation is a major trend that is being seen across the world and along with it has come hyper-personalisation. Perhaps the scariest bit for retailers would probably be the shift to minimalism, the people buying just what they need and not buying what they want! A development that must be keeping Dr Harish Bhatt, Director-Marketing and Communication, RAI, when speaking at a CII webinar held recently. .
The CoViD-19 pandemic that swept across the world, affecting at least 197 countries, sparing only a few very small innocuous island nations. By the time the pandemic passes over, it would have left in its wake a completely different world.
The CoViD-19 pandemic is a great learning experience. It has accelerated the time taken for business transformation. From a period of five to ten years it took for businesses and the economy to transform, businesses have transformed within just two-three months of the onset of the pandemic.
An interesting change in sentiments is that of pre-conceived notions and paranoia impacting people’s behaviour. One sphere that has seen a big impact is in the business sentiment. “What can improve our lives post-CoViD-19 is expectations.” believes V Rajesh, a Retail and Shopping Behaviour Expert.
We can understand how subjective aspects affect our behaviours. “We are aspiration-driven, says Ke Ranganathan, Managing Director, Roca Bathroom Products Pvt Ltd, the world’s largest bathroom solutions maker, “We are aspirations-driven and expectation that will improve our lives.”
Consumers are driven by uncertainty and fear, while they are looking for convenience and a desire for privacy. Today people want to be trendy.
Satyakam Arya, Managing Director & Chief Executive Officer, Daimler India Commercial Vehicles Ltd, expects vengeance buying once the situation normalises. That’s probably the warning about the Irrational Exuberance that could take over once the consumers return and with them the spending. Reboot, Resilience, Reimagine and Reform are the buzzwords that would bring the economy out of the rut.
Every sector would go through the process.
As an example, the supposedly recession-proof Healthcare sector is being transformed, it has seen a paradigm shift. Telemedicine has now taken centre stage and there’s a change in the mindset of the patient today. Clinical examination is being replaced by investigative examination!.
All fixed costs have moved into variables now, across sectors.
As the economy unlocks in controlled phases, businesses must now restructure their models, communication channels and messaging. CoViD-19 has brought about a change in how brands portray themselves to and engage with their customers, adding an aspect of sensitivity to the messages being sent out.
Chapter 4 of the ‘brand-comm Connect’ saw industry stalwarts debate and share their valuable insights on the topic ‘Business Unlock 1.0: How Marketers are Redesigning Their Strategies‘. Ramesh Jude Thomas, President and Chief Knowledge Officer, EQUiTOR Value Advisory Pvt. Ltd, was in conversation with Diptakirti Chaudhuri, Head of Marketing, Manipal Global Education Services, Shweta Berry, Head of Strategic Alliances – Industry & Academia, Marcom and CSR, Aeris Communications, Prasad Mane, Assistant Vice-President, Marketing, Bhartiya City Developers and Dr Gururaj H Kidiyoor, Professor & Chairperson – MSM Program, T. A. Pai Management Institute (TAPMI).
Quite a few insights emerged from the discussion.
Role of Leadership
The correct leadership will enable businesses to steer smoothly and steadily during the pandemic, towards sustainability, to prolong their business. On this, Dr Guru remarked, “Academic leadership is the pioneer in creation, dissemination and application of knowledge. Today, most institutes are able to create and disseminate knowledge through various digital tools and platforms. It’s creating the aspect of applicability that is a concern, and we see that outbound marketing activities have taken a huge hit. Internships are another area that have taken a hit. It is said that 10-15% of recruitment happens through internships, but are no longer possible. Fixing this requires strict innovation on how we can digitally ensure placements happen effectively.”
Role of Engagement
Prasad pointed out, “Today, it is important that we look at creating products that kindle curiosity amongst users. The industry and the customers need a differentiator in every product they are using, and in order to entice them, it is necessary to create curiosity for the product.”
Shwetha emphasised the need to have a customer-centric model, stating, “ Brands need to move from product-centric models to customer-centric models. If you don’t shift, it is impossible for brands to sustain in the changing environments. Adoption, agility, flexibility, keen listening and comprehending the needs of the customer will help in business continuity. Brands mustn’t dictate, but listen to customers.
Diptakirti added, “Marketing tools we had at the beginning of March 2020, were sufficient for the last 3 months. However, CoViD-19 has made us question the use of certain tools and their value while pushing us to innovate.”
Speaking on the challenges faced in customer relations, Prasad said, “The situation has opened our eyes to the different methods of enticing customers, making us evaluate the avenues at hand, and how do they impact us.”
Shwetha added, “It’s important to understand how brands have evolved their communication and engagement with customers. Today, there is an added angle of safety, and the FMCG sector has been able to disrupt its customer relations. During the pandemic, they brought their products right to your doorsteps through various platforms. Technology is going to play a huge role in customer experience with contactless systems.”
Diptakirti expressed his thoughts on the on-going evolution of customer experience and its importance in sensitising the stakeholders to the change while allowing them to get used to the new changes that are happening.
The panel agreed that brands must recognise there will be a shift in customer preferences of consuming products and services. Further, the availability has played a major role in what the consumer prefers to buy, and hence brands must cater to ensuring product availability.
The panel also deliberated on how the pandemic would create casualties in the economy, with businesses shutting down, downscaling units and verticals, loss of jobs, just to name a few.
On the topic, Shwetha said, “There is a need for brands to collaborate with other brands, ensure that your company is debt-free. It is important that brands partner like-minded and equal peers, in order to sustain a healthy relationship. Acquisition is going to be a huge tool for bigger brands to help the younger or smaller brands survive.” Prasad spoke on the importance of changing business models to ensure brands survive the fallout. Players are collaborating with technology partners to enhance their business models and be relevant to a larger audience.
In conclusion, the panel agreed that companies will remodel their marketing practices to ensure they are relevant to their target audience.