Industry News
November 2009
LR’s first Global Leader Convention
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| Dr. Jens Abend, CEO, addresses the convention |
On the 26th September 2009 more than 1000 LR executives from 25 countries met at the Sheraton Airport Hotel in Frankfurt, Germany, for LR’s first ‘Global Leader Convention.’
The convention also marked the company’s 25th anniversary.
CEO, Dr. Jens Abend, opened the event by saying, ”LR is stronger than ever before, we now stand solid as a rock and due to the extensive improvements over the past years, we have reached an all new dimension of performance. We
are now ready for the quantum leap to a new era, the next 25 years!”
Dr. Abend pointed to the company’s long lasting sustained orientation, the vision of a major international direct sales business and the consistent optimisation of the five key factors of success.
- Quality ‘Made in Germany’.
- International superstars to endorse our products.
- ‘State of the art’ marketing plans.
- Unique car-concept incentives.
- LR-Academy.
Tilo Plöger, Chief Operating Officer and responsible for marketing told the audience, “We are currently establishing LR and our products as a real brand. It is good to stay on the wheel of the major players as long as you are in the start-up phase. However, when you are leading, like LR does now, it is time to set trends and standards.”
His words were endorsed by the guest of honour at the convention, Richard Berry, Chairman of FEDSA. Richard acknowledged the success of the direct selling industry and especially that of LR by saying, “LR is best-placed to become
a major direct selling company in the international market; excellent products, a prime business model, a philosophy based on ethical values and human needs, along with an internationally practiced and professional management that has the needed drive to achieve improvements.”
Thomas Heursen, LR’s Global Sales Director, explained the optimised marketing plan to the leaders. He said that the improvements involved already existing turnover and all career stages and will be financed by additional funding.
Special attention has been given to the market entry. Unique to the industry, the ‘Quick-Starter-Programme’ is designed to motivate new partners to successfully complete the first important steps to receive top quality non-monetary
bonuses. He went on to say “Another important aspect is the international harmonisation of the corporate ladder along with the consistent rewarding for qualifying new executives, true to the maxim — If you’re successful I’m successful as well. This is designed to advance team spirit and solidarity among the channel of distribution further, and reward further those executives who pass on their knowledge and know-how. The purpose of the marketing plan is presenting new perspectives and reward the right approaches from day one, in all countries and at all stages.”
A major highlight of the day was the car-concept incentive.
Unique in the entire industry, as with immediate effect is LR’s worldwide co-operation partner of Porsche. This allows for LR’s top executives to drive their ‘own’ LR Porsche. As the roar of 400 hp emerged from the speakers the audience went wild, the whole place was buzzing with excitement and a flurry of camera flashes!
At the end of a terrific first Global Leader Convention, Thomas Heursen recognised the bonus millionaires for their achievements, and for their constancy and loyalty. “I have never experienced anything like this before in my entire life
– I’ve been working for LR for 20 years now – it has been the best thing ever,” he said moved to tears “Today LR made history. I am glad to have experienced the last few years.”
