Working Smart

The Evolution of
a Communications Strategy
by Theresa Ficara with Sheila McKellar

How is your relationship with your field team-specifically with your top leaders? How would you characterize it? Do terms like collaborative, symbiotic or committed come to mind? If not, then you may have work to do, because terms like these are descriptive of the most productive, profitable partnerships in our business.

The best of company/field relationships are founded on strong communications between management and top leaders. To be effective, communications must be an ongoing, sustainable process-one based on clear expectations and firmly rooted in a company's values and principles. Such standards of behavior are most often attributed to individuals. But in fact they serve the same function for an organization.

Values and principles define to your customers, employees and the field who you are and how your company does business. When it comes to the field, your most influential constituents are your top leaders. How you interact with them sets the standard for how they run their businesses and how they connect with their own team members.

Avon's communications strategy, 120 years in its evolution, is founded on five core values that have stood the test of time and remain at the heart of the company's interaction with its top leaders.

Trust

Avon strives to create an environment in which business and individual communications are open and transparent-trusting that their top leaders will do the right thing and that they won't disappoint. Sharing strategic direction and the company's expectations of the business and the individual creates a reciprocal relationship that resists rumor and innuendo.

Respect

Valuing the individual's differences helps Avon appreciate its leaders for who they are and their unique qualities. Respecting their opinions and listening to their ideas is paramount to a successful partnership. That doesn't mean the company changes strategies or direction, but it means that it listens and takes its leaders' input into consideration as it build programs and incentives to support the field.

Belief

Once people are properly trained and provided with adequate support, Avon believes that every individual has the ability to build a successful business and lead a productive organization. This value is at the core of Avon's confidence in its top leaders and, in turn, this confidence empowers top leaders to assume responsibility for building their businesses in a responsible, industrious manner. When you show belief in your top leaders, they will move mountains for the company.

Humility

It simply means Avon, the company, isn't always right-management doesn't have all of the answers. Avon routinely asks for input and support from its top leaders, prompting them to offer guidance and to share ideas about what the field needs to be successful.

Integrity

Voted by Business Week as one of America's most trusted companies, Avon sets high ethical standards. The goal is to nurture an environment in which everyone is expected to do the right thing, even when no one is looking. Policing compliance to policies isn't nearly as effective as establishing and role-modeling ethical behavior. As you demonstrate this to your leaders, they, too, will demonstrate this in their daily business dealings.

Teresa Ficara is Director, U.S. Sales Leadership for Avon Products. Sheila McKellar is Senior Manager, Representative Development at Avon Products.

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