Welcome

DSR Prepaid Training Programme

Program Release – 1s June ,2010

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Introduction & Workshop Expectations

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Have we met before?

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 Introduction
• Your name and your family

• Your work experience

• Your favorite Leader / Role Model

• Your Expectations from the program …

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 By the end of the program you would have learnt about:

Session I : Overview of Reliance Communication

Session II : Understanding My Role & Responsibilities

Session III : A Day in the Life of a DSR

- CPC
- Sales Kit Preparation
- Grooming for Success

Session IV : Market Working

- A B C D of Market Working

Session V : Smart Selling

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Big Picture and Me

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Video : Goal

Why are we here today?

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Telecom Sector!

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Gun for Counter Market Share
Airtel
Reliance

Market Share

Capture & Rule

Its a Battlefield out there!
Tata
IDEA

BSNL
Vodafone
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Video – Think Bigger Think Better

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Let us see how well we know the organization we work for…

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Reliance ADA Group is one of top three business houses in India

A. True B. False

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Reliance ADA Group is one of top three business houses in India

A. Financial Services B. Energy & Infrastructure

C. Entertainment D. All of these

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RCOM has a customer base of ___________

A. 20 million customers B. 30 million customers

C. 100 million customers D. 70 million customers

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Simply Reliance unlimited CDMA national Pack is available at _____

A. Rs 599
A. Rs 599 // month
month B. Rs 299 / month

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 RCOM offers CDMA & GSM Services to its customers

A. True B. False

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 Simply Reliance is one of the offerings of the RCOM group

A. True
True B. False

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Reliance Communication


• Complete range of telecom services –

Mobile, Hello , Data , PCO etc.

• Offering nationwide dual technology - CDMA

& GSM services

• Unmatched Simplicity of Simply

Reliance
• Largest network covering a billion people
in India

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Simply Reliance
 !

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Distribution Model

RCOM

Sells to

Distributors

Sell to

Retailers DSR

Sell to

Customers

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My Role, My Opportunity

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Activity - Expectations from My Role


Retailer
Expectation
s

Prepaid
Company Manager
Expectations Expectation
s

Distributor
Expectations

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My Responsibilities in DSR Role
Open New Outlets

URO ‘s & UAO ‘s

Build Effective
Relationships Market Working

Service
the Sell to
Retailers New & Existing
Retailers
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 Win the Battle Ground !

Reliance DSR Retailer

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 DSR

Retailer

You are an IMPORTANT

connection
between Reliance and the confidentia
A Day in My Life

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A Day in My Life


Reach Office on Morning meeting Planning your Day

time

Market Working Sales Closure Reporting

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Get Started

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 9.30 am Report to the Distributor Point for ‘Gate Meeting’

10.15 am Leave the Distributor Point for Beat

10.45 am Start Beat

Complete Beat and head back to Distributor point

6.00 pm Plan for the next Day

Irrespective of the travel time, you need to hit the market when it opens

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 Morning Meeting

Know your ‘Target for the Day’

Know your ‘Flavor for the Day’ –

SKU preference / Special Activity

Now,
Head for your BEAT

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Key Activities :


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Sales Preparation

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Discussion Point


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Components of Sales Preparation


CPC Knowledge Grooming Sales Kit

Outlet Wise Stock / SR Update

Expansion

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Knowledge


Company Knowledge Product Knowledge

Competitor ’ s Knowledge

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CPC Quiz


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Grooming and Personal Hygiene

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What does the appearance tell you about a person?


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 It ’ s up to you to
project
the image ,
you wish others to see

Grooming involves ….

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Personal Hygiene


Avoid Body Odour Avoid Bad Breath Avoid Shabby Look

Keep hair short &

combed

Have bath daily Brush daily

Shave regularly

Avoid strong Maintain clean &

Use deodorant smelling foods, short nails
tobacco/gutkha
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Dressing


Clothes Socks and Shoes Accessories

Clean & Ironed Use clean socks

clothes

Keep shirt buttoned &

tucked in Wear min.
Wear Polished Shoes accessories
Colour coordinate clothes
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 Sales Kit

Can you go and sell to a Retailer empty handed?

leave behind with the retailer in case retailer wants some time to think?

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Sales Kit


• Stock in required amount – ER/ Paper RCVs/ SIMs/ Handsets/ GSKs …

• Promotional Material s - Brochure , Recharge Schemes ,Trade Scheme

• Merchandising kit – Updated Brochures, Danglers etc…

• Cash / Cheque collection pouch & Bill Book

• Stationery : Cello tape, glue, scissors, staplers, markers , Pens/pencils,

Eraser, Note pad

• Retailer Card – know Your retailers performance thru PUSH & PULL
SMS

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PUSH N PULL SMS


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You shouldn’t get on the

Field without Sales Kit !!!

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 Market Working

A B C D of Market Working

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Session Objectives


• In this session you will be able to:

– Understand Importance of Beat Working

 - Work Towards Counter Share Leadership
 - Apply Smart Selling Techniques
 - Service Retailers Query through LIST Technique

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 A B C D of Market Working
 A - Lead thru Acquisition /
Activation of UAO & URO ‘s

 B - Effective Beat Working

 C - Gaining Counter Share

Leadership

 D - Discipline on Accuracy ,
Completeness & Timeliness

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Acquisition & Activations of New URO’s &
UAO’s

AB C D of Market Working

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School Math…


• There is a tank that is to be filled with water …

• Capacity of the Tank is 20 gallons …

• Water is being filled at the rate of 5 gallons per hour ..

• However what was noted is that there is a leakage; because of which

water is flowing out at 3 gallons per hour ….

• Question : How many hours will it take to fill the tank ?

How
It willcan
takewe fill the
10 hrs to filltank faster??
the TANK….

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 Acquisition is about….


• Defining Outlets to be targeted for new outlet opening ( 1 UA O / URO per

day / per DSR )

• Identifying all potential outlets (competition or others) not working with us.

• Reducing drop - outs from new outlets opened

• Continuity of active outlets month-on-month

 (Min - UROs - Rs . 500 Balance , UA ) Os – Min 5 SIMs / HS )

Example : in a month, if we open 100 new outlets, but 20 of these new outlets


drop out (ie. do not continue doing sales or achieve URO/ UAO norms) & another
30Opening
of the existing Reducing
active outlets New
become Outlet
inactive Increasing
, then NET Active
Outlets ADDED would
New Outlets
be only 50new
(Appointing nos.
outlets & placing “Churn ” Outlets’ Consistency
stocks) (Reducing drop-outs from new (Continuity of active outlets month-
outlets opened) on-month)

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 Beat Working

- A B C D of Market Working

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Discussion Point


Do you plan your market working?

kind of things you plan / need to plan?

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Do I Need a Beat Plan?


head . I don ’ t believe in planning things down . I know my territory wel

to another with my eyes closed . Why do I need to document my daily ro

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 Which are the A class outlets you have in your territory ?

What do you mean by A class outlets? I have no idea !

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 Did you locate any new outlets in your beat?

No ! I didn ’ t have the time !

Do You Need a Beat Plan?

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Impact of Beat Planning


& ensure that I complete my planned beat. I also keep looking at adding New reta

5 STAR
Performer

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 Impact of Beat Planning


ed to discuss with each retailer in my To do List. It helps me to provide better

5 STAR
Performer

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Impact of Beat Planning


retailer complaint outlet wise. I also talk about forthcoming product launches &
5 STAR
Performer

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 Importance of Beat Planning & Working…
• Following your Beat can enable you to work smartly ….

• Discipline , Time – liness & Accuracy are key to BEAT Working….

Lets go through the Story of HARI & RAMU to understand more about Beat Working

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Story of Hari and Ramu

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Lets look at the Hari’s journey plan, considering that he covers
Sec 3,6,7,14, 23. Do you think this journey plan is effective? Why?

Sector 14

Sector 1
Sector 2
Retailer Location
Sector 20

Sector 3
Start of Day
Sector 19

Sector 18
Sector 6
Beat Plan

Sector 7

Sector 23

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 By the End of Day...
Sector 14

Sector 1
Sector 2

Sector 20

Sector 3

Sector 19

Sector 18
Sector 6

Sector 7

Sector 23

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Now let us look at Ramu’s journey plan. How do you think this journey plan is different
from the previous one?

Sector 14

Sector 1
Sector 2
Retailer Location
Sector 20

Sector 3
Start of Day
Sector 19

Sector 18
Sector 6
Beat Plan

Sector 7

Sector 23

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 By the End of Day...
Sector 14

Sector 1
Sector 2

Sector 20

Sector 3

Sector 19

Sector 18
s a
sa
Sector 6

rg e
e
Sector 7

m
e ...
Sector 23
e
H ner
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Effective Beat Coverage


• Active Coverage

– Visiting an outlet with the intention of:

• Achieving daily targets
• Selling relevant product lines
• Merchandising
• Educating retailer & retail outlet staff

Exploring the beat area to :

Identify new outlets; Analyze competition ; Analyze consumer trends

Market visit norms – DSRs - daily (min all activation outlets)

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 Benefits of Route Planning
• Route planning helps

– Save time and money thus allowing more time to be spent at the retail outlet

– Cover priority retailers first

– Systematize the sales process

• Route planning maximizes ROTI (Return on Time Invested)

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 Counter Share Leadership thru Smart Selling

AB C D of Market Working

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Showcase Role Play


6
- Retailer Full Call

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SMART Selling Process


During a sales call Over time

Greet the retailer/ retail
1 Nurture the partnership
outlet staff

2 Analyse stocks at the outlet

3 Order Booking & Range selling

Relationship-
4 Complete merchandising building happens at
activities every step of this
process!
5 Issue Resolution

6 Close the call

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 Step # 1: Greetings

•Greet the retailer
 •Build Rapport 1

 Sample Statements to start the initial conversation with the customer ….

• “ Sir , Kya haal Hai ..”

• “ Aur Business kaise chal raha hai “

• “ Have you heard about the new trade scheme “

•
• Namaste .. Lalaji kya haal hai… Kal …

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 Step # 1: Greetings : – 4x20 rule

20 steps that you take towards the person

20 seconds of interaction with the person

20 inches of your appearance

20 words
that you say

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Drill and Practice


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Role Play


Step # 1: Greeting the Retailer

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 Components of Pre Entry Check

the shop Retailer Visibility of Brand Reliance

Customers

Retailer

Merchandising
– Display inside the shop
hen visit next outlet as per beat plan & return
– Is the Retailer at desk?
mers inside the shop – Suitable areas for merchandising i
– Mood of the Retailer

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Step # 2: Stock Analysis – The Data


Retailer Order Book

GSK RSIM RCV 10 RCV 20 RCV 50 RCV 100 ER
2
Sales - Day 3 1 30 20 5 3 2200
3

How much order will you book for Day 4

For making this decision:

What would he have to do?
What kind of information would you need?

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 Step # 2: Stock Analysis – Check
• Sales

– How much was sold?

• Stock
2
– SKU remaining stock
– Moving SKUs
– Non-moving SKUs

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The Retailer Card helps you…


Record Sales & Stock data

2
Plan

Split targets

Focus on product lines

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ION POINT
ify the benefits that you can gain from Competition ’ s sales an

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

 Step # 3: Order Booking & Range selling



• The retail outlet:

– A popular telecom retailer

– Average Footfalls per day: 100

• RCOM SKUs sold Last Month:

– Total Activations per month: 20

– Total ER per month: Rs. 80,000

– Handsets - 3

– RSIM - 5

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

 Retailer’s Sales Book - What do you notice from the Competitor’s sales data?

Total

Activations 20 30 50 40 10 10 160

Handsets 3 0 5 15 0 50 73

E- Recharge 80000 120000 50000 80000 15000 12000 3,57000

What is the counter share % your product line v/s Competition ?

Counter Share % No. of SKU* of
100RCOM
Total No.ofSKU at Counter

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Your Target …


Your Target is to
maintain :

20 % of Counter Share Leadership !

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 Getting Market Feedback ..
• Probe about last week’s sale

– To identify causes of sales variations

• Use general and specific questions

– Which products are doing well & why?

– Which products are not doing well and why?
3
• Gather information about competitor’s stocks

Familiarity with the retailer helps

in gathering Market feedback!

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Step # 3: contd…..Proposing the Solution


• Steps for proposing a solution:

– Identify how much retailer wants to buy

– Tally it with the calculation of the same
– Motivate the retailer to increase sales
– Persuade the retailer to keep additional stock
– Quote positive examples of other retailers

Show the retailer you care!

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


Step # 3: contd …Proposing the Solution

• Steps for negotiating a solution:

– Refer to the retailer’s average sales

– Refer to other retailers’ sales
– Discuss impact of current company promotions
– Emphasize benefits of avoiding out-of-stock situations

Reinforce the Power of One! 5

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Step # 3 : Range Selling


• Analyse the Retailer’s Customers:

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Order Booking: The Steps


Show Launch Pack

Start Promoted Pack

with

Refer Retailer Card

5
Communicat Marketing Plan
e
Inform the retailer about schemes , whether he buys
or not !
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Role Play


Steps # 2 & 3:
Analysing Stocks and Market Feedback

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 Step # 4: Merchandising Activities
• Merchandise as per company guidelines

– Identify potential display sites within the outlet

– Seek permission from the retailer to start merchandising activities
– Ensure SKUs are clean
– Maintain POP, POS and hired displays


4

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Step # 5 :Handling Retailers’ Doubts and Objections


Group Discussion :
What kind of doubts and objections do you typically
face?

•Listen to the customer

•Isolate the issue
•Solve the problem and
•Take Feedback

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Role Play


Step # 5: Proposing and Negotiating Solutions

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Step # 6: Closing the Call


• Discuss general issues if any

• Summarise & close as per discussion

• Conduct the physical transaction

• Collect the cash

• Deliver the SKUs as per the suggested order quantity
6

•
–


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Role Play


Step # 6: Order Booking and Closing the Call

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Smart Selling: A Summary


During a sales call Over time

Greet the retailer/ retail
1 Nurture the partnership
outlet staff

2 Analyse stocks at the outlet

3 Order Booking & Range selling

4 Complete merchandising
activities

5 Issue Resolution

6 Close the call

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 Discipline

AB C D of Market Working

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Can I analyze my own performance and increase my sales?

Of course YOU
CAN!

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 Benefits of Reports
Report

$
Learning $
Analyze
$ $ $ $ $ $ $
Time Time

$ $

$ $
$

Plan

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 Remember Discipline means…

Timeliness , Accuracy & Completeness of reporting

No Plans = No Sales
Growth
No Sales Growth = No
Success
No Success = No Professional
Growth
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 Key Points to Remember
1. Know your Products

2. Know your Competitors

3. Plan your day in advance

4. Know your targets

5. Reach the market on time and before your competitors

6. Maintain a good relationship with your retailers

7.
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Recap

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 Program Summary
• Success in Distribution depends on 4 factors …

R each A vailability
V isib E xtract
ility
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 Action Plan
 Three things that you will start doing …

•
•
•
• Three things that you will stop doing ….

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 Overview - KRA
DSR KRA
Sl . Parameter Target Ach % age
2 Activations      
3 New UAOs      
3 New UROs      
4 Reduce %age of UROs with less than      
Rs 500 daily opening balance
5 CAF pickup within 72 hours      
6 Effective Scheme      
Communication(within time
period+acknowledgement)
7 Incentive Settlement with      
8 acknowledgement
Merchandising in all the outlets      

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Thank You !

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