Deming’s 13 th Point

1. Deming’s 13th Point A comparison between the users and losers of vigorous training and education in an organization Presented by: Mohammad “Riz” Mehkari Ahmed Al-Zadjali

2. Edwards W. Deming’s 13th point of the 14 points of management suggests: • Instituting a vigorous program of education and retraining. • New skills are required for changes in techniques, materials and service in every industry. • Education and training of the employees is very critical for a company’s success in today’s competitive markets.

3. Lets look at two companies, one of which did use this technique to enhance and maximize their employees potential and another who ignored this factor and suffered the consequences.

4. A Czech chemical products manufacturer had a modest amount sales representatives. Sales Reps not well trained in the art of presenting formal presentations to prospective clients. Relied on large charts and graphs for their presentations which were large, bulky, and terrible to take from on place to another. Another Czech company, Datacha Chemicals manufactured and marketed chemicals and cosmetics in Eastern Europe & the Middle East. Company was fairly new in the cosmetics and chemicals business in the region. It did not stress training its sales staff in the latest selling techniques. Biochemie, s.r.o Detecha, k.s.

5. Sales representatives were not tech savvy and were reluctant to use the latest laptop computers and projectors. They knew that the technology was out there but thinking that it would be very tough to learn about computers & related technology. Most of them felt they were better off using the older method of presentation related to their product. The company thought that their employees had learned all they needed to know about how to make a sale in the colleges and universities their marketing and sales staff went to. But that was not the case and most of the employees were incapable of attracting new customers through their outdated sales practices. Biochemie Chemicals Detecha Chemicals

6. Biochemie realized that their European counterparts were constantly training their sales staff in using newer technologies and that this training was not as time consuming or sophisticated as they had previously thought. QES Ltd. was contracted by Biochemie to retrain its sales representatives in using innovative new presentation technologies. Most of staff were uncomfortable with the idea of retraining and felt they were better off using the older method of presentation related to their product. Many left their jobs (since their jobs were commission based) but the company determined that it could get better employees who knew what they were doing and thought of training its employees as an expensive and inefficient alternative. A big blunder by Detecha that cost them much more money and customers. Detecha got nowhere with this decision and lost a large portion of their earlier market. Biochemie, s.r.o Detecha, k.s.

7. The QES training lasted about 4 weeks that was very intensive and attracted almost all the people from the sales & marketing departments. Biochemie bought its sales representatives laptop computers and new projection systems that could be hooked up to their computers Detecha was bought out by Zachemo, a.s.which revitalized the company’s operations by making radical changes in operations and devoted a significant amount of effort in the training its employees in-house. Biochemie Chemicals Detecha Chemicals

8. Biochemie, s.r.o.Chemicals • The sales staff utilized their presentation tools effectively and impressed a majority of their possible customers. • This in return boosted sales and profits for this little company

9. BiochemieChemicals adapted the right strategy by investing in retraining its employees and enhancing their skills. In return they won the confidence and business of their customers.

10. Any Questions?

11. Thank you for your time!!!