Preliminary Roadmap for Developing Curriculum for Sales

Team Competencies

Prepared for:
Samyak Nandy
Manager- Corporate HR
Our understanding of Your Current situation

▪ Established in 1974 Mother Dairy was commissioned as a wholly owned subsidiary, under operation Flood, to
make India a milk self sufficient nation .
▪ Today it manufactures and sells Liquid milk & Milk Products, Fruits & Vegetable, Frozen vegetable, processed Food
like jams etc. and Edible Oils.
▪ You desire to grow from a turnover of INR 10,000 Cr to 25,000 Cr over a period of next 5 years.
▪ Over the last few years Mother Dairy has invested in differentiating itself from competition and turn its lens sharply
on to young consumers and is pursuing digital media as a branding platform.
▪ The Sales team should be able to capitalize on the strong demand generation by the marketing team.
▪ Sales Team has helped to create leadership position in few categories through network of its booth and retail
channels in Delhi & NCR . It needs to replicate the same across the newly expanded territories in East , West, South
& North.
▪ To fuel this growth the existing sales teams need to be equipped and competencies developed , including the
functional competencies.

© RAIN Group
The New Reality

▪ A commercially savvy team proactively creating and driving new opportunities in their territories.

▪ The team drives consumer strategy in their territory through a deep understanding of the consumer trends
of the local market.

▪ An agile and adaptable team, that can understand the full set of partner’s needs and positions solutions
accordingly.

▪ Have the ability to effectively articulate innovative ideas and lead successful sales conversations with
customers that positively influence the customer’s decision making.

▪ Mother Dairy Brands is seen as a trusted partner by their clients. They become a "person of interest" the
stake holders would like to engage with.

© RAIN Group
Building Great Sales Culture at Mother Dairy

Sales Culture Infrastructure Behaviors

Proactive, Consistent Methodology, Prospecting Activity,

Assertive & Distinct Strategies, Differentiated Sales Messaging,
Results-based. Accountability & Transparency. Increased Collaboration.

© RAIN Group
 What do the Top-Performing sales
organizations do differently than the rest?

We studied responses from 472 participants across 26 industries :

Make Value a Mission

Sales organizations that focus on creating and delivering value, aligning their structures and processes to do so, and
investing in sellers’ abilities to be more skilled, knowledgeable, and valuable get better results, notably including the
following:

Figure 1. Revenue growth of Figure 2. Win rate of Value- Figure 3. Undesired turnover of
Value-Driving organizations Driving organizations Value-Driving organizations

More Likely to Higher Win Lower Undesired

Grow Revenue Rate Turnover

Value-Driving Sales Organization Non-Value-Driving

© RAIN Group 6
Process, Method, and Strategic Account Maturity

The Value-Driving group was more likely to have significantly more mature sales processes, sales methods, and
strategic account approaches. Without a unifying framework for these areas, sellers are left to their own devices, and
get average results.

Figure 4. Sales process maturity Figure 5. Sales method maturity Figure 6. SAM maturity
of Value-Driving organizations of Value-Driving organizations of Value-Driving organizations

2x 1.7x 1.9x
Difference Difference Difference

5. World-Class 4. Managed 3. Defined

© RAIN Group 7
Sales Management

Organizations are more likely to be Elite or Top Performers when sales managers inspire the best performance from
their sellers.

Sales managers…

Figure 7. …get maximum Figure 8. …create and sustain Figure 9. …have the necessary
performance from sellers maximum energy from sellers skills to manage and coach sellers

Elite Performers Top Performers The Rest

© RAIN Group 8
Sales Coaching Difference

When looking at management priorities, both Value-Driving and Top-Performing

organizations prioritized coaching activities.

Figure 10. Management prioritizes and actively works to maximize the time managers spend
coaching their teams versus other activities

3.1x
Difference

© RAIN Group 9
Skill Gaps in Account Management - Top Performing Organisations vs Rest

60%
80%

50% 67%
45% 44%
STRONGLY AGREE/AGREE (%)

60%

STRONGLY AGREE/AGREE (%)

40%
22pp
19pp

30% 40% 35%

25%
23%
20%
20%

10%

0%
Train account managers
on the skills they need to
drive account growth
0%
Top Performers
Coach strategic Account managers lead
account managers to the account planning
be most effective process effectively

Top Performers The Rest

Top Performers train and coach their managers, skilling them on how to
plan and drive account growth effectively
© RAIN Group 10
How do we get there?
Hunter and Consultative Seller Competencies
Hunter Competencies
Uses Social Selling Tools
Attends Networking Events
Prospects via Phone and / or Walk-ins
Gets Referrals from Customers /
Network
Reaches Decision Makers
Schedules Meetings
Prospects Consistently
Has No Need for Approval
Recovers From Rejection
Maintains Full Pipeline
Will Prospect
Not a Perfectionist or it Does Not
Prevent Prospecting
© RAIN Group
Consultative Seller Competency
Asks Great Questions
Asks Enough Questions
Quickly Develops Relationships
Presenting at Appropriate Times
Uncovers Issues
Understands How Prospects Will Buy
Takes Nothing for Granted
Able to Ask Tough Questions
Able to Listen/Ask with Ease
12
Farmer and Account Manager Competencies
Distribution Management Competencies
Will Identifying Opportunities In the Market
Identifies Proactively New Distribution Partners
Has Strong Relationships
Sets Up a Benchmark / Goal Setting
Will Create a Distribution Plan
Will Getting Most done / Execution
Will Sustaining Energy of Distributor Team
Improve Seller Capability of Distributor Team
Good Negotiator
Administrative
© RAIN Group
The Account Manager Competency
Has Strong Relationships
Will Meet/Talk with Decision Makers
Will Know the Real Budgets
Will Handle Organizational Politics
Will Manage Time Effectively
Won't Feel Urgency to Close Business
Won't Alienate People
Won't Look for New Accounts
Will Make Friends Everywhere
Will Follow Up Often
13
For winning, they must understand

Basis your competence modelling the following would be inputs at the various levels for the GT Channel

▪ Field Sales Executives / Assistant Field Sales Executives

o Understanding Client Needs & Mother Dairy Value Chain
o Distribution Management

▪ Area Sales Managers

o Understanding Selling & Distributor Business
o Sales Management
o Creating Winning Sales strategies to achieve organisational goals

▪ Zonal Managers
o Identifying Insights
o Creating a strategy and a narrative for winning
o Sales Coaching for building the Leadership Pipeline

© RAIN Group 14
For Winning they should Understand … Contd.

Similarly for the Modern Trade it would be

▪ Zonal Managers/ ASM
o Strengthening relationships both at account and personal level
o Transform from Expert to Advisor
o Creating an Account plan & Creating Big Play Strategies

© RAIN Group 15
Competency Map and Curriculum

Skill / Knowledge Curriculum Audience

❑ Understands Client Needs ❑ 2-day Live Workshop: RAIN Selling ❑ Field Sales Executives/ Assistant Field Sales
❑ Understands Mother Dairy Value chain Executives
❑ Communicates with Consistent terminology
around value
❑ Displays information in a clear , visual and
convincing method
❑ Distribution Management

❑ Develops a Broad Business Perspective on ❑ 2-day Live Workshop: RAIN Sales ❑ ASMs GT
Business Levers Management
❑ Understanding of Unit Economics of Mother
Diary Distribution Partners
❑ Sales Management
❑ Creating Winning Sales strategies to achieve
organisational goals

❑ Evaluates activities against objectives ❑ 2-day live workshop on identifying Insights ❑ Zonal Managers GT
identifying learning and opportunities for and Sales Coaching
improvement
❑ Decision Making based on Long Term
Objectives and Short Term growth targets
❑ Evaluates all activities basis ROI efficiency
❑ Identifies opportunities and develops winning
strategy
❑ Sales Coaching

© RAIN Group 16
Competency Map and Curriculum… Contd.

Skill / Knowledge Curriculum Measure

❑ Nurturing Relationships ❑ 2-day Live Workshop: RAIN Group Account ❑ ASMs & ZMs for Modern Trade
❑ Impactful Conversation Management
❑ Influencing
❑ Creating value for the accounts
❑ Devising Strategies to improve the account
share

© RAIN Group 17
The RAIN Group Approach
Mother Dairy Roadmap for Change
Current State
1. Craft Tailored Content
❑ Conduct stakeholder interviews,
participant surveys and Mother
Dairy documentation review
❑ Customize scenarios, messaging
frameworks, exercises, role plays
and topics
❑ Tailor tools and frameworks so
concepts immediately transfer
© RAIN Group
2a. Deliver Transformational Experience
❑ Live instructor-led training by an
experienced, senior facilitator
❑ Action learning allows your team to
practice new skills based on scenarios
relevant to Mother Dairy
2b. Reinforce
❑ RAIN eLearning lessons and video
❑ RAIN Mail gamification for content retention
New Reality
3a. Coach Managers
❑ Train-the-trainer and coach
❑ Ongoing use of online tools,
methods, and support materials for
selling and coaching sellers
3b. Measure & Improve Results
❑ Measure key leading and lagging
indicators
❑ Create a path for continuous
improvement
19
Delivery Methodology

Use Instructor Led Group Coaching to

Training to work on help them on adoption
their Challenges this of the new learning
provides them action
oriented learning

© RAIN Group 20
Sample Program – Briefs
Program Description: RAIN SellingSM: Foundations of Consultative Selling

Core consultative selling represents the largest skill gap between sellers at
Top-Performing Organizations and The Rest.
RAIN Selling is RAIN Group’s core consultative sales training program. Popularized in our bestselling
book Rainmaking Conversations, RAIN Selling is the sales conversation method of hundreds of
thousands of sellers worldwide.
Focusing on how to lead consultative sales conversations, this program introduces the strategies and
tactics that are the foundation of successful selling, and provides your team with the skills needed to
become top-performing sellers.

Learning Objectives:
✓ Use questioning techniques to uncover the full set of
✓ Understand buyers, buyer types, and the buying process
customer needs and desires
✓ Sell on value and reduce price push backs
✓ Lead masterful sales conversations from beginning to end
✓ Build powerful, persuasive value propositions
✓ Connect and develop trusting relationships with buyers

© RAIN Group 22
Program Description: RAIN Sales Management

66% of companies do not believe their managers have the skills needed to
manage and coach sellers.

Many people find themselves in the role of sales manager as the result of a promotion to recognize
their top performance as a seller. But the skills that make for a successful seller and a successful sales
manager are quite different.
Managing a sales team is one of the more difficult jobs in any company. In the RAIN Sales
Management program, participants learn how to direct the people on their teams, keep them
motivated, and hold them accountable so they not only meet, but consistently exceed, sales targets.

Learning Objectives:
▪ Understand the factors that impact sales performance
and where managers can have the most influence
▪ Help sellers build meaningful and achievable goal and
action plans to maximize performance
▪ Hold sellers accountable to their actions and goals
▪ Excel in the 5 roles and 5 rules that make for a great sales
manager
▪ Coach for top performance, motivation, and execution
▪ Be effective communicators and decision makers
▪ Manage the sales pipeline of their teams with rigor and
accuracy
▪ Use the RAIN Group Opportunity Planner to help sellers
speed up sales and get the most out of each opportunity

© RAIN Group 23
Program Description: RAIN Sales Coaching

64% of companies do not believe their sellers manage their time, focus, and
personal effectiveness well.

More than ever, sales teams struggle with managing their time and day, missed sales goals, and lost
opportunities. Coaching is one of the most effective ways to tackle these issues.
In the RAIN Sales Coaching program, sales leaders learn how to help sellers achieve their greatest potential
and get the most out of each sales opportunity. This program introduces participants to the 5 roles of sales
coaching, the rhythm of sales coaching, and the conversations coaches need to lead to unleash the
potential of their teams.

Learning Objectives:
▪ Coach sellers in Extreme Productivity
▪ Craft and implement a structured rhythm for helping sales
teams achieve great success ▪ Hold sellers accountable to action plans
▪ Lead masterful sales coaching conversations ▪ Dramatically increase their win rates on their most
important sales opportunities
▪ Excel with the 5 roles of sales coaching
▪ Use the PATHS to ActionSM framework to gain commitment
in each coaching conversation

© RAIN Group 24
Program Description: Growing Strategic Relationships

76% of companies believe they should be generating at least 25% more

revenue from their strategic accounts.

Winning, managing, and expanding major accounts are critical to significant sales growth. But,
navigating the landscape of the buyer’s company, finding and coordinating key buying influencers,
and keeping the competition at bay are constant challenges.
In this program, participants gain the critical skills and knowledge to deepen their relationships and
achieving account growth.

Learning Objectives:
✓ Build strategies for penetrating, expanding, and
protecting strategic relationships
✓ Build relationships for life , and deepening them
consistently
✓ Lead value discovery sessions with internal teams, and
with accounts, for the purpose of value discovery,
connection, and co-creation
✓ View needs from the customer’s perspective to strengthen
and deepen your ability to create value for them
✓ Assess account management success, and determine
whether you need to stay the course, pivot, or otherwise
adjust the strategy
✓ Build account plans that actually work and result in
revenue growth, deeper relationships, and overall
account success

© RAIN Group 25
Customizations & Tools

Common Customizations:
▪ Case Studies and Role Plays: Apply concepts based on relevant scenarios (standard with program)
▪ Sales Conversation Planner: Customize the conversation planner to your sales dynamics
▪ Needs, Solutions, and Value Grids: Provide sellers with a powerful tool to aid in needs discovery
▪ Objections and Response Strategies Grid: Give sellers a tool for anticipating and overcoming common objections
▪ Reinforcement: Custom-built and tailored eLearning lessons and RAIN MailSM scenario email reinforcement

Tools:
▪ RAIN Selling on a Page: A Quick Reference Guide
with the key concepts of RAIN Selling
▪ Sales Conversation Planner: A tool and supporting
job aid to help plan for, and get the most out of,
each sales conversation
▪ Buyer Persona Reference Sheet: Tips for identifying
and selling to the 6 Buyer Personas
▪ Work Styles & Ambitions Assessment: Helps sellers
understand their buyer persona and how they
interact with buyers

© RAIN Group 26
 Enablement – Group Coaching

Coaching meetings are structured, goal-oriented sessions that typically occur every other week.
Between sessions, your professionals have access to their coach via phone, email, and web
conferencing so that they can seek out advice when they need it.

Group coaching features: Your team’s coach will:

▪ Expert advice on how to make the most out of their
territory
▪ Review the account plan to make it rock solid
▪ Guidance and continued teaching – to support
implementation
▪ Work with them towards engaging the distributors and
developing the territory
▪ Help define goals and develop action plans
▪ Help execute action plans with the greatest focus and
efficiency
▪ Help maximize energy and motivation to achieve goals
▪ Help develop skills, knowledge, and strengths
▪ Provide advice to succeed in specific situations

© RAIN Group 27
Measure and Improve

While performance metrics are based on your objectives, we think of

measures in twos way and typically look at:

Leading Indicators Lagging Indicators

Qualitative feedback Market share

Workshop ratings Customer value

Contribution of new
Scenario answers projects

Research inputs to the Business P&L

marketing team

New projects initiation Proactivity

© RAIN Group 28
Investment Estimate
 Investment Estimate

Activity Investment

1. Customization per program (One-time charges) INR 200,000

2. Instructor-Led Workshop (Recommended a max. of 15 participants).

INR 300,000
Duration – Two full days (2 days)

3. Group Coaching for a group of 8 participants/session INR 20,000

Taxes as applicable

• Training facilities will be organized by Mother Dairy

• The sessions will be conducted by one/more RAIN Coaches
• Travel, boarding and lodging of the facilitator as per actuals

© RAIN Group 30
 The
RAIN Group
Difference
Why Us?

Why Us

▪ Research based programs with insights from the RAIN Group Center for Sales Research,
and field-tested, proven to work for thousands of sellers

▪ Insight Selling approach introduced in 2002–almost a decade ahead of others

▪ Top 20 global training firm—named by Selling Power

▪ Results in complex sales environments

▪ Behavior change is our focus. Training and consulting are the vehicles. We know how to
make training stick and improve results.

World-class Education System

Unique benchmarking- Properly calibrated, 4.8 out of 5 avg. Robust training that
based needs discovery, useful, messaging and instructor scores on works, sticks, and
fast and thorough tailoring deliveries transfers

© RAIN Group 32
 Why Trust

People Offerings
Absolute commitment to making Mother Dairy engagement a success Complete Sales Process, Method, and Tools

▪ Flexibility and partnership approach to make Mother Dairy program ▪ Global leadership in Insight Selling and Strategic Account
Management
right for you
▪ 90 Day Extreme Productivity Challenge drives action, focus,
▪ 70 total full-time dedicated team members across the globe and results
▪ Robust project and office back-end teams ▪ Practical, results-oriented messaging approach and
capabilities
▪ Average 4.6 overall program quality rating, 4.8 for facilitator quality
▪ Unique Top Performer research databases for Top Performer
▪ Culture based on authenticity and integrity benchmarking

▪ Access to the RAIN Group Center for Sales Research reports,

Company analysts

Mission to Deliver Transformational Experiences ▪ World-class education system, including excellence in

blended learning
▪ Since 2002
▪ Reinforcement that works, RAIN Mail drives capability and
▪ Values centric organization change
▪ Global scale with established offices in 8 countries ▪ 97.5% of program attendees would recommend RAIN Group
▪ Established success in global and National roll outs of insight and sales
capability programs

▪ Leader owned (vs. public company or private equity)

▪ Selling Power Top 20 Global Sales Training Firm multi-year

▪ Prestigious Stevie Award for Sales Training Practice of the Year

© RAIN Group 33
 8
RAIN Group unleashes sales potential by Worldwide locations:
Boston, Bogotá, Geneva,

delivering transformational experiences. Johannesburg, London, Mumbai,

Sydney, Toronto

RAIN Group helps organizations: 2002

✓ Develop and improve sales strategy, process, messaging, and talent Founded

✓ Enhance sales capability through world-class sales education

✓ Design and execute strategic account management initiatives 73

Countries we’ve
✓ Increase effectiveness of sales management and coaching delivered training in

4.8
Out of 5 average
facilitator quality score

Best IP Best education system Best results Top 20

Quest for knowledge of Award-winning training that Relentless pursuit of client Sales Training
the best way to sell works, sticks, and transfers satisfaction and results Company globally
to the job as recognized by Selling Power

© RAIN Group 34
 Best Education System

© RAIN Group 35
Timeline

▪ Bogotá office open

▪ Named a Top 20
Sales Training ▪ Top Performance in
▪ Published Company globally Sales Prospecting
Significant
groundbreaking by Selling Power research
expansion and
Insight Selling Magazine (‘16-’18)
RAIN Group RAIN Group goes investment in all ▪ Winner of prestigious
founded by Mike global, delivering Launch first major learning programs ▪ Sydney and ▪ Top Performing Stevie Award for Sales
Schultz & John for clients on 3 online learning and sales Johannesburg Sales Organization Training Practice of the
Doerr continents program education system offices open research Year

2002 2006 2009 2012 2014 2016 2018

TODAY

2003 2008 2011 2013 2015 2017

▪ Launched RAIN Named to Inc. Published Wall ▪ What Sales ▪ London, Mumbai, ▪ Top Performance in Strategic
Group Center for Magazine’s list of Street Journal Winners Do and Toronto Account Management research
Sales Research fastest growing bestselling Differently offices open
▪ Launched RAIN eLearning, our
companies Rainmaking research
▪ First research and ▪ 50 full time team world-class extended enterprise
Conversations
field work fueling ▪ Global expansion: members globally learning management system
(7 languages)
RAIN and Insight Geneva office
▪ Delivered in 62 ▪ Value Driving Sales Organization
Selling countries research

© RAIN Group 36
Our Clients

Banking,
Financial Services,
& Insurance

Healthcare &
Pharmaceutical

Industrial &
Manufacturing

Professional &
Business Services

Technology &
Telecommunications

© RAIN Group 37
 RAIN Group Clients in Indian Subcontinent

© RAIN Group 38
 Fortune 50
Company

SALES TRAINING DIRECTOR

“ RAIN Group recently facilitated sales training workshops with sales leaders from
six of our SEA countries. Their ability to understand our key issues, speak our
business language, and work with us in a collaborative, responsive manner was
exceptional.
This was in sharp contrast to our previous provider, a global sales training
company, who we had to replace because of the difficulty of working with
them. The entire experience with RAIN Group from customization to final delivery “
is how we hope all our training partners can be.
© RAIN Group 39
Vivek Kumar| vkumar@raingroup.com|+91-9312011401

Nilesh Jain| njain@raingroup.com|+91-9811317536