Ajoy K Guha is an expert in receivables management who has authored several books on the topic. He has over 30 years of experience working in management roles across multiple industries in India and the Middle East. Some of his books, such as "Cash before you Crash" and "Effective Credit Management", provide guidance on collecting payments from customers while maintaining relationships. Guha also runs workshops for companies to help improve their receivables management practices and increase cash flow.

1. Co-author:
Ajoy K Guha
WELCOME TO
10 Principles of Receivable Management
CASH, CASH PROFIT & CASH-FLOW
CASH BEFORE YOU C ASH
Collect The Money But Keep The Customer
11-Jul-14 Cash, Cash & Cash 1
3th Edition4th Edition

2. 11-Jul-14 Ajoy K Guha 2
Ajoy K Guha for Competitive Edge
Corporate Consulting & Training
MISSION: Our Mission Is To Help Client’s Business Remain Cash Rich
Revitalize your business for faster growth
FOR CORRESPONDENCE AND CONSULTING:
E-Mail : ajoyguha@gmail.com or info@ajoyguha.com
Visit: www.ajoyguha.com

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AJOY K GUHA: Co-author & WORKSHOP FACULTY
Until recently worked as Executive Director (Business Development) of Renoir Consulting – UK. Before that he has served
various industries in India 3 decades. To name few corporates are Arya Communication Ltd. (Motorola), General Electric
Alstom Ltd., Aplab Limited, Bright Brothers Limited etc. He has also served in the Middle-East.
Started career at the age of 17 as an account-assistant in the year 1972. Since then he worked in the capacity of Chief
Accountant, Credit Controller, Senior Manager-Sales Administration (Marketing & Sales), Vice President- Commercial
and Executive Director (Business Development) Also headed Marketing & Sales, EDP / MIS, HRD
After completing Double Graduation from Bombay University in Accounting and Business Management, he has also
done post graduate Diplomas in Internal Auditing, Business Management and Trading (London), International Import
Export Management (London), MBA- Finance (London), and Diploma in Computer Science.
Mr. Guha is a Life member of Bombay Management Association, and a Fellow of Business Management Association,
London. Also, Life Member of Computer Society of India.
He had his professional apprenticeship in management consultancy under Dr. N H Atthreya and has been associated with
him for lectures on various commercial aspects.
He has co-authored with Dr. Atthreya a manual titled “Effective Credit Management” a first of its kind on Receivable
Management for all types of Industries in Indian Context. Their recent book “Cash Before You Crash” has appeared on
the Business India Best Seller list. Mr. Guha has also compiled manual for “Costs Reduction Strategies” and “Commercial
Negotiation”.
Mr Guha is a regular lecturer at Various Management Association. He also holds in-company workshops, counseling and
consulting on Hard-Skills such as Debtors / Receivable management, Customerizng the Organization, Costs Reduction
Strategies and Steps, Value-added Commercial Negotiation for Purchase / Sales, Writing Winning Proposal, Executive
Time Management, Presentation Skills, Customer Relation.
He facilitates consulting in Re-Engineering and Turn-Around Process.

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Principle - 1
A Sale is complete only when the last
paisa is collected on agreed time.
P.S. That includes Sales-Tax concession forms, bank
guarantees, tax-deducted-at-source certificate etc.

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Principle - 2
Money due from customers,
if you don’t ask, you don’t get.
R

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Principle - 3
You should be able to collect your
money and retain the customer as
well.
And that is not difficult…It is all about Commitment,
Commitment & Commitment = Relationship Management

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Principle - 4
Debtor – the older it gets the more
difficult it is to collect,
and we have less energy to follow-up
for its recovery.

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Principle - 5
Don’t over commit.
Deliver what you promised
PS – which means delivering each & every
clause in the acknowledged-order.

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Principle - 6
In an organization collecting money is
everybody’s business.
Let all work be client-centered.
EXCELLENT
PRODUCT
Manufacture
Materials &
Component
Distribution
Delivery
Administration
Functionality
Quality /
Design
PriceEase of Use
Marketing

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Principle - 7
Get rid of the dead beat customers.
In this era of paper thin margin,
you can’t build a healthy organization
on Sick, Weak & Indifferent customers.

11. Sundry Debtors
HOSPITAL
For Commercial Diagnosis
When SELLING, don’t give CREDIT to
WEAK, SICK & INDIFFERENT
Customers…..
Chances are, you will be occupying
the next bed……very soon.
Principle – 7……….continued
Cash before you CRASH

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Principle - 8
For Faster Growth - Focus on
Customer Complaints
and
Sundry debtors.

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Principle - 9
Delight the customers.
Consistently give excellent service &
become their weakness. Make him need
you. Interest him to do business with
you always. INTEREST and FEAR of losing
you will keep you together.

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Principle - 10
Compete on benefits, advantages,
features, service, value proposition,
price, discount, market share,
uniqueness, technology,
innovation….. etc. ……
but, don’t compete on credit. Chances
are it may make your business very
weak.

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Reasons % of
Customer
s
% of Over-
due
Amount
1 Inefficiency in our office 70% 65% to 75
%
2 Inefficiency in customer’s office
30%
10% to 15%
3 Customers facing fund problem 2% to 5%
4 Customers purposely delay our payment 2% to 10%
5 Complaints
(It could be genuine or it could be a
ploy)
5% to 10%
5 Main Reasons Why Customers Don’t Pay
My survey & 28 years working experience
Collection is the last activity in a transaction and therefore
there is no shortcuts.
Read “CASH before you CRASH”. Doing business will be more enjoying after you read
this book. Authors

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CASH before you CRASH
A complete manual on Credit and Account Receivable Operations for all type of business.
*
For many companies we have made the difference between Paper-Profit and Actual-Profit, whilst prudent Cash-Flow.
*
CONTENTS: INDEX
1. The challenge
2. Credit and collection management – The name of the game
3. The winning team – collecting money is everybody’s business
4. Our money in our pocket at the agreed time – Terms of payment
5. Will they pay? They will, if……… - Credit verification
6. Qualifying the understanding – Order acceptance and control
7. The game of debit and credit – now with computers
8. In how many ways can I get my money – methods of payment
9. First things first – Tools for the job: pre-requisites
10. The game plan – collection planning
11. The rights of the supplier
12. The art of collection – Collect the money but keep the customers
13. The art of collection – The difficult ones
14. The art of collection – The legal path
15. Management Information – the perception and the facts
16. The long arm of the law – Audit
17. Credit & Collection in Service Industries – Selling the Invisible
• Appendix 1: Bank guarantees
• Appendix 2: Transit Insurance
• Appendix 3: Sales Tax
• Appendix 4: What is Credit Insurance?
• Appendix 5: Abbreviations
A total solution on Credit and Collection Management…to save interest and opportunity cost per-day.

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Reviews and articles published in newspapers
and magazines
Times of India
Interview
The Hindu
Review
Economic Times
Review
Business
India
Review
Please Visit
www.ajoyguha.com
For more detail

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In - House Corporate Power – Workshops
1. Collect & Prevent over-Due Debtors Without Losing Customers (1/2 Days)
2. Cost Reduction Strategies (1/2 Days) Do it yourselves
3. Creating & Delivering Corporate Value Proposition for Sales
4. Commercial Negotiation for Sales -Value-Added Selling (1/2 Days each)
5. Commercial Negotiation for Purchase – Value-Added Purchasing (1/2 Days each)
6. How to Provide After-Sales-Field-Service to retain customers & create more sales
7. Complaints Management (1day ) Boost Customer loyalty & Sales
8. How to Manage Dealers for Growth (Create dealer's loyalty)
9. How To Write WINNING One-up Sales Proposal – (Tenders, Bids & RFP)Increase you order booking
ratio
10. Presentation Skills That Change Minds
11. How To Make A One-up Sales Presentation
12. Managing Partnership With Suppliers/Vendors
13. Corporate Great Team
14. INCOTERMS 2010 (11 Incoterms and how to negotiate the landing cost - Costing in Import &
Export)
15. Time Management for Executive
16. Project Management (on time, on budget)
17. Customer Relationship Management
18. Business Planning & Strategies - For Growth
19. Making Business Meeting Work
20. Contract/Commercials Management for Salesmen
21. Selling to & Managing Key Accounts
22. Commercial Negotiation Skills

19. RP OFITABLE
G ROWTH
Business is Satisfying Customers & Making Money
More Customers you satisfy, more money you make
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Cu$tomeRs
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20. THANK YOU
Ajoy K Guha
www.ajoyguha.com
Cell: 09821341374
Siddhachal Phase II, Bldg No 9, Flat No
604, Inside Vasant Vihar,
2nd Pokhran Road, Thane 400 601,
Mumbai, India
Telephone 21713235 Cell: 9821341374
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