The 200% Man

Our first question stumped the usually outspoken businessman. We asked Samie Lim where we could get the better deal on appliances–his own Automatic Centre (which has nine branches to date) or his brother Wilson’s Abenson. He answers with an enigmatic–as well as diplomatic–smile.

As a kid, Samie dreamed of becoming president of the Philippines. But his life’s path lay elsewhere. It all began, he recounts, with a simple parental order and a response from a dutiful son.

"As a kid, my parents would give me responsibilities," begins Samie. "I had no qualms about (carrying them out). I enjoyed being trusted with something. Sometimes, I think I never had a childhood. I was born serious."

The attitude is a characteristic of Samie’s family of entrepreneurs. Samie’s great, great grandparents were the most prominent names in the furniture business in the late 1800s; they had the Catholic Church as a major customer. The family’s business success continued until the Japanese occupation of Manila. In 1948, when the transistor radio was invented, Samie’s father Benito gathered all the biggest local appliance suppliers and convinced them to put all their products in a one-stop shop, which he called Automatic Appliance. The store prospered under Benito’s steady management. It eventually metamorphosed into the present Automatic Centre. While Samie is president, Benito remains a force behind Automatic Centre as chairman of the board.

Having been raised in a family headed by a father known as the "Appliance King", Samie had little choice but to tread the same path. But, rather than the reluctant entrepreneur, Samie proved to be a natural at the trade. As early as age 15, Samie showed signs of what he would become.

"I was always the one who made lots of money during high school fairs," says Samie. "Perhaps I knew exactly what activities my classmates loved to do. I also knew how to organize activities that fit in to their taste." Samie owes these successes to his father’s secret philosophy to be "always 200 percent sure" in everything he does. Samie is still guided by this philosophy, especially in responding to customers’ needs.

"As a businessman," Samie explains, "I’m not here just to introduce the latest models or the best appliances. I’m here to serve the Filipino market by giving opportunities like (offering) price points buyers can afford, or selling products through credit cards or installment basis. This is why I have to be creative and to plan ahead so that everyone can enjoy high-end brands. I believe this is a way of serving the most number of Filipino consumers, transforming their homes into comfortable ones where they can enjoy an enhanced quality of life."

But Samie, who has been in the industry for 25 years, considers business to be even more complex than the "200 percent" formula.

"Business is a combination of many things," Samie believes. "As a businessman, I can’t always be 200 percent sure. Nor can I expect my people to be 200 percent sure about everything. If all are 200 percent sure, all won’t make decisions. It’s like a case of a project being over-studied. Then, when the launch comes, the demand is no longer there. The desire for that product has gone away.

"For me, the success of a business boils down to two things–trust and respect. I always think that my people are better than me. They are good in whatever they do. I give them the freedom to do what they think is right. This way, I show how much I trust and respect them. In return, they also respect and believe in the decisions I make. To stay in the industry, a businessman should have the mind to visualize the future. This visualization should be accompanied by skills to excel. The will to serve others must be present all the time."

The will to serve others is second nature to Samie. This is one reason why he is at the forefront of the franchising industry in the Philippines, to properly guide budding entrepreneurs in putting up their own businesses.

"The key to being recognized," begins Samie, "is for the organizations to see whether one can work for the industry or not. One who can take off the hat of one’s private company during board meetings, someone who can speak and work for the industry, someone with a sincere intention to help uplift the country’s economy."

For Samie, the way to success is marked by hard work and determination.

"I joined basic organizations," Samie relates. "I started as a member of the Philippine Chamber of Commerce and the Philippine Retailers Association. Then I was assigned to organize activities such as conferences, exhibits and special programs. From these, I started to hold key positions–committee chairman, association director, vice president and president until I became chairman emeritus of the Philippine Retailers Association. Having gone this far, I believe it was a constant proving of one’s worth and what one can do for the organization."

To prove he is worthy of the position, Samie has also traveled abroad to learn and get ideas he can apply to the local business scene.

"These foreign concepts–in franchising, for example–can be localized if only people are willing to learn and develop them," explains Samie. "I’ve also learned that something Filipino or Asian can be marketed globally because many people around the world–including us Filipinos–love something foreign. It is not impossible to create an international market for a Filipino product.

"This formula has proven effective in the past, just like Thai food or Japanese food. Twenty years ago, people wouldn’t dare eat raw fish but now it is standard."

Samie, who describes himself as "a great optimist," believes that the Philippines holds a lot of potential in franchising. "Filipinos have natural talent for franchising," he says. "One, we speak English. Basically, franchising involves talking and dealing with people. Two, it is a service-oriented business. Filipinos are good in ensuring that clients are given the right service. Plus, there’s our natural friendliness. These make us all marketing-savvy."

"Ten years ago, the mindset was that European and American countries were dominating the export of franchises. If our region or our country can equalize such a feat, there will be (greater) dollar exchange, buying of raw materials and products–good signs for the economy. On the local front, franchising will create jobs for as long as more aspiring businessmen will get franchises from businesses with popular brands. This is a sure-fire venture because of the brands’ established names."

Given all these, Samie, who once also considered priesthood, has become a pillar of local franchising. "I think I earned my credibility," muses Samie, "because I do not have a franchise. I’m a retailer, not a franchiser. In the past, people have asked me to franchise Blims and Automatic. I also thought about doing it, but I refused. Perhaps I don’t like to be accused of taking advantage of my position, promoting my own businesses. I think this is the best position where I can serve the industry and my fellow-businessmen."

Toward this end, Samie put up Francor (Franchise Corp.), a consultancy company which helps franchises develop programs, formulate the right strategies, systems operations and market profiles to achieve growth.

"In the country, it is the biggest company of its kind," says Samie with pride. "So far, the company has helped local companies like Jollibee, Penshoppe, Bench, Kamiseta, Bayo, Plains & Prints, among others. These companies are not afraid to create a global market for their respective products. My company’s role is to help them achieve their dream. Francor is just part of my big dream for the country."

"Excellence is not God-given," Samie concludes. "It is pure hard work and determination. God may not give me the great mind of Einstein, but He has given me determination to be somebody."