airtel sales university

Learning and DevelopmentGuideAirtel Mobile Services

www.centumlearning.com

One of the“Top 15 Emerging Leaders

in Training Outsourcing"2009 worldwide.

One of the "Top 15 Emerging Leaders in

Training Outsourcing" 2009 worldwide.

Contents

Purpose Statement 00

Training Certification Ladder 00

Learning Plan 00

Sales Models 00

Programme Detailers 00

Reward & Recognition 00

Guidelines for 00Learning & Development Plan



Purpose Statement

The Sales learning and development plan for the year 2009-2010 has been drawn up in accordance with core strategies of Airtel and the Sales and Distribution framework for the year. Five core strategies are:

! Build new capabilities and skill sets of our people.

! Achieve superior service quality and reliability for customers.

! Invest more for higher RMS growth.

! Initiate new businesses and innovative revenue streams.

! Develop stronger fielding skills along with batting skills

Learning Frame work for 2008-2009

Hygiene Training • •

Products / Processes / Systems / GroomingClassroom Training

Application of learning on the field • •

On-the-job CoachingTSM to coach – Channel Partner Employees

Skill-building Training • Selling Skills Merchandising Key Account Management• •

TG

Continuous Assessment and Annual Certification of the Channel Partner Employees1

Guide for Effective Learning Solutions

2



About Airtel Sales UniversityBharti Airtel recognises the mammoth task of building competencies and enhancing productivity of large number of employees engaged in sales, which is indeed a key prerequisite for being the most admired brand. Towards this end, Centum Learning, in association with Sales and Distribution team of Airtel Mobile Services, has set up Airtel Sales University (ASU) to upgrade knowledge, skills, and attitude on a continuous basis for several role holders in the sales domain. Such an initiative will impact key business parameters like Gross Additions, Teritary, DPL (Dealer per Lac), VAS penetration,etc.

In the current year, the ASU will cover around 60,000 unique roleholders ranging from the frontline staff to the leadership team in sales. It would ensure quality learning through a systematic and sustainable approach integrating both classroom and on-the-job learning and create a winning sales team for an immensely competitive telecom market.

This university would comprise of 5 basic schools

• School of Product, Process & Technology

• School of Skill Building

• School of Market Place Implementation

• School of Sales Excellence

• School of Bench marking & Research

WIN @ POP(Percentage SOGA & REI)

ChannelRecommendation

NoticeabilityReach &

ProductivityVAS@Retail

EngagedTeam & KPIs

CustomerExperience

GOVERNING BODY

BENCHMARKING & RESEARCH

Task Execution Manual /Role Learning Plan

Content Sustenance CertificationTraining

School ofProduct,Process &

Technology

School ofSkill Building

School ofMarket Place

Implementation

School ofSales

Excellence

3


Airtel Sales University Architecture

School of Product,Process & Technology

! Foundation programme (Centum Learning)

! Update / Refresher programmes (ZSM)

! Professional Selling Skills

! Merchandising

! VAS @ Retail

! Data based Selling

! Managing Experience @ Retail(All by Centum Learning)

! On-the-job training for creating the ‘Coach’ (Centum Learning to TSM / RSO)

! On the field coaching (TSM / RSO to FSE)

! To build Programmes aimed at building capabilities of Sales Leadership Team (Expert Faculty & Centum Learning)

! Pre & Post Test

! Monthly JKQs(Web / SMS)

! Pre & Post Test

! Role Plays

! Business KPIs:

! Gross Add / FSE

! TRR / FSE

! Outlet opening / FSE

! PEF Compliance

! Work Place Projects

! Assessment & Certification by panel

! Creation of content for the programmes

! Create, execute & monitor

! Reporte JKQ Scores

JKQs

! Creation of content

! Delivery of programmes

! Coordinate & identify the external faculty

! Create the coaching framework

! Audit & monitor the rigor of coaching

! Measure KPIs

Programmes

Measures

Centum Learning'sRole

School ofSkill Building

School of Market PlaceImplementation

School ofSales Excellence

This school Role Holders. This school works with all the other four schools of the university.

will be responsible for creating Bench Marks, sharing best Practices and would be responsible for Certification of the variousSchool of Bench Marking& Research

4



Target Group

Mobility Sales

Prepaid Postpaid Own Retail

8

Modern Trade

2 5 1

Pre FSE - Urban 12142 Post FSE/ DST 7053 Own Retail -TM 120 MT TSM 25

Pre FSE - Rural 5014 Post TSM 270 Own Retail - ZSM 51

Pre TSM 845 Own Retail - Head 16

RSO 1159 Own Retail - Manager 25

RD 15845 Showroom Manager 421

ZSM 404 CRO/CRE 2472

RS 1375

Navratna Retailers 11321

Total 48105 Total 7323 Total 3105 Total 25

Role Holders

Verticals

ZBMs + Vice President, Operations + Distribution Heads + Sales Heads: 200

Total unique role holders: 20 Total target group size: 58758 nos

A Field Teams and Distribution ChannelsSales

B Sales Leadership

5


Target Group - Capability Requirements

1. Sales Planning & Achieving Ability to achieve targeted business results using fair competitive practices. Use standard Targets approach to make sales calls.

2. Managing Territory Ability to work the assigned market, ensure adequate coverage and reach of products. Ensure adequate sales calls are made to key retailers.

3. Market Visibility Ability to ensure maximum visibility of the brand in the market place. Identify and strategic locations / points for display.

4. Relationship Building Ability to build strong relationships with the trade & channel partners to garner share of the market.

5. Promotions Management Ability to gain maximum outcome of the planned promotional activity (Trade / Consumer)and evaluate effectiveness of the effort.

6. Managing Information Ability to manage critical information from the market place, analyze it to identify and threats. Communication of important information acquired at the market place.

7. Team Management Ability to build a robust team to help achieve a big share of the market potential. develop and groom team members to grow in the system.

8. Managing Key Accounts Ability to understand the needs of a key relationship account , develop and nurture accountsto gain business.

9. Customer Handling Ability to manage customer expectations by providing service as defined by Standards

sales Sales

effectively in the

acquire

maximum

opportunities

Ability to

Airtel Service

S. No. Capability Definition

6



Transform to Grow...

7



SalesPractitioner

SalesExpert

SalesCoach

SalesTrainer

Ability to using

his Experience, Knowledge and

Skills.

convert customers

Ability to successfully handle a territory

using his Knowledge and Planning,

Implementation & Reviewing skills.

Ability to

on Knowledge and

Skills.

coach his subordinates /

peers

Ability to

and take them to a

Practitioner’s level.

train peers / subordinates

SalesChampion

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text Dummy text Dummy text Dummy

text Dummy text

Bharti Airte

l Certif

ied

Training Certification Ladder

8

TSM - Postpaid

Q1 Q2

Q3Q4

FoundationProgramme

(2 Days)

AdvancedSelling Skills

(2 Days)

Sales Expert

Q5Q6

Q7Q8

Coaching(4 Days)

SalesRefresher(1 Day)

Assessment(1 Day)

JKQ

JKQ

JKQ

ChannelManagement

(2 Days)

CustomerSensitivity(2 Days)

Certification(1 Day)

Sales Coach

JKQ

Data basedSelling(1 Day)

On-the-JobCoaching(2 Days)


Sales Champion

Coaching(3 Days)

Q1 Q2

Q3Q4

FoundationProgramme

(2 Days)

SellingSkills

(2 Days)

Sales Expert

Sales Practitioner

Q5Q6

Q7Q8



Assessment(1 Day)

JKQ

JKQ

JKQ

JKQ

Refresher -Product &

Process(1 Day)

On-the-JobCoaching(2 Day)


FSE – Postpaid

CustomerHandling(2 Days)


Conducted by Centum LearningConducted by Airtel9



Q1 Q2

Q3Q4

FoundationProgramme

(2 Days)

SellingSkills

(2 Days)

Sales Expert

Sales Practitioner

Q5Q6

Q7Q8



TerritoryManagement

(1 Day)

VAS@Retail(1 Day)

Assessment(1 Day)

JKQ

JKQ

JKQ

JKQ


Process(1 Day)



FSE – Urban

MarketVisibility(2 Days)



TSM - Prepaid

Q1 Q2

Q3Q4

FoundationProgramme

(2 Days)

AdvancedSelling Skills

(2 Days)

Sales Expert

Q5Q6

Q7Q8

Coaching(4 Days)


Assessment(1 Day)

JKQ

JKQ

JKQ

MarketVisibility(2 Days)

ChannelManagement

(2 Days)


Sales Coach

JKQ




Sales Champion

Conducted by Centum LearningConducted by Airtel

Coaching(3 Days)

10

Q1 Q2

Q3Q4

FoundationProgramme

(3 Days)

SellingSkills

(2 Days)

ASCFunctioning

(1 Day)

Sales Expert

Sales Practitioner

Q5Q6

Q7Q8




MarketVisibility(1 Day)

Assessment(1 Day)

JKQ

JKQ

JKQ

JKQ


Process(1 Day)



FSE – Rural


Q1 Q2

Q3Q4

FoundationProgramme

(2 Days)

SellingSkills

(2 Days)

ASCFunctioning

(1 Day)

Sales Champion

Q5Q6

Q7Q8



Assessment(1 Day)

JKQ

JKQ

JKQ

JKQ


RSO

Sales Expert

FieldCoaching(4 Days)

FieldCoaching(3 Days)

Sales Coach


Conducted by Centum LearningConducted by Airtel


11



Learning Plan: 2009 - 2010Mobility Sales

12



FSE – Urban Prepaid

Year 1 Year 2

FSE (Channel Partner) - Prepaid Urban Training Life Cycle

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SE

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Foundation Program

( 2 Days BLS)

New Recruit at the Channel Partner

Market Visibility (2 Days BLS)

Selling Skills (2 Days BLS)

Certification Year 1 (BLS)

Data Based Selling + Sales

Refresher (1 Day BLS)

Territory Management (1 Day BLS)

Year 1 Certified FSE


VAS @ retail & Customer Handling

(1 Day BLS)

Ongoing Product & Process Training (ZSM)


Certified

Coaching (TSM) Coaching (TSM) Coaching (TSM)Coaching (TSM)

FSE CertifiedIf scores >70%

If scores < 70%, attends the same

programsand comes back for certification

Draft content, to be replaced.

13


FSE – Rural Prepaid

Year 1 Year 2

FSE (Channel Partner) – Rural Prepaid Training Life Cycle

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Coaching (TSM)

Foundation Program

(2 Days BLS)

Sales Refresher& Data Based

Selling (1 Day BLS)

Coaching (TSM)

ASC Functioning & VAS

( 1 Day BLS)


Coaching (TSM)




Coaching (TSM)


Certified

Market Visibility (1 Day BLS)

If scores < 70%, attends the

same programsand comes back for certification



14



RSO

Year 1 Year 2

Rural Sales Officer (Channel Partner) - Training Life Cycle

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Coaching (4 Days BLS)



Certified


( 1 Day BLS)

Data Based Selling

(1 Day BLS)

Selling Skills & Field Coaching

(3 Days BLS)

Certification Year 1

(1 Day BLS)

Year 1 Certified RSO

New Recruit/Promoted


Foundation Program

(4 Days BLS)

Sales Refresher (1 Day BLS)





15


TSM - Prepaid

Year 1 Year 2

TSM – Prepaid Training Life Cycle

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Certified



(1 Day BLS)


Foundation Program

(2 Days BLS)

Coaching ( 2 Days BLS)


Year 1 Certified TSM

New Recruit/Promoted at BAL



Managing Sales & Field Coaching

(3 Days BLS)

Channel Management (1 Day BLS)


Market Visibility (2 Day BLS)

Sales Refresher

(1 Day BLS)

VAS@Retail & Customer Sensitivity

(1 Day BLS)

Data Based Selling

(1 Day BLS)





16



ZSM - Prepaid

Year 1 Year 2

ZSM - Prepaid Training Life Cycle

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SM

Managing Business I

(2 Days BLS)

Managing Business II

(2 Day BLS)

Alchemist ( 3 Days BLS)



Year 1 Certified ZSM


Certified

Data Based Selling

(1 Day BLS)

Coaching on Alchemist

( 1 Day BLS)


( 1 Day BLS)





17


FSE – Urban Postpaid

Year 1 Year 2

FSE (Channel Partner) - Postpaid Urban Training Life Cycle

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Selling Skills Program ( 2 Days

BLS)




Certified

Foundation Program

(2 Days BLS)

Coaching (TSM)


Coaching (TSM)


Customer Handling

( 2 Days BLS)

Coaching (TSM)

Consultative Selling & CTA Parameters

( 1 Day BLS)

Coaching (TSM)

If scores < 70%, attends the same

programsand comes back for certification

Yes



18



TSM - Postpaid

Year 1 Year 2

TSM - Postpaid Urban Training Life Cycle

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(1 Day BLS)Certified



New Recruit/promoted at the

BAL

Customer Sensitivity

(2 Day BLS)

Data Products & Application

( 1 Day BLS)


Foundation & Managing Sales (3 Days BLS)


Managing Channel ( 2 Days BLS)


Year 1 Certified TSM







19


Modern Trade - TSM

Year 1 Year 2

Modern Trade – TSM Training Life Cycle

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TS

M New Recruit/Promoted

Key Account Management(2 Days BLS)


VAS@Retail &One Airtel

( 1 Day BLS)

Foundation Program

(2 Days BLS)



20



Own Retail - TSM

Year 1 Year 2

Own Retail – TSM Training Life Cycle (New Roleholder in the Learning Plan)

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Team Building &People

Management(2 Day BLS)


Change Management ( 1 Day BLS)



Own Retail Product Offerings

( 1 Day BLS)


21


ZSM – Own Retail / Postpaid

Year 1 Year 2

ZSM – Own Retail/Postpaid Training Life Cycle

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SM Year 1 Certified

ZSM

Alchemist ( 3 Days BLS)

People Management (1 Day BLS)

Change Management (1 Day BLS)




Certified

Managing Business I

(2 Days BLS)


(1 Day BLS)

Coaching on Alchemist

(1 Day BLS)

Managing Business II

(2 Days BLS)





22



Own Retail – Showroom Manager

Year 1 Year 2

Own Retail – Show Room Manager Training Life Cycle (New Roleholder in the Learning Plan)

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People Management(2 Days BLS)

Sales RefresherOne Airtel

(2 Days BLS)

Coaching (2 DayS BLS






23


Own Retail – Franchisee Manager

Year 1 Year 2

Own Retail – Franchisee Owner/Manager Training Life Cycle (New Roleholder in the Learning Plan)

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New Recruitment



( 1 Day BLS)



24



Own Retail - CRO

Year 1 Year 2

Own Retail – CRO/CRE Training Life Cycle (New Roleholder in the Learning Plan)

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O/C

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Championing Product

( 2 Days BLS)

Championing Product

( 2 Days BLS)


25


Rural Distributor

Year 1 Year 2

Rural Distributor – Training Life Cycle

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RD

Selling Skills(2 Days BLS)

Foundation Program

( 1 Day BLS)

New Recruit

Ongoing Product & Process Training (RSO)

Merchandising & Managing Business

(1 Day BLS)


26



Channel Partners

Navratna Retailers Rural Super

Channel Partners – Training Life Cycle (New Roleholder in the Learning Plan)

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Managing Customer & Increasing

Counter Sales(0.5 Day BLS)

Foundation Program & VAS(0.5 Day BLS)

Foundation & Channel

Engagement(1 Day BLS)

Ongoing Product & Process Training (RSO)

New Recruit


27

Sales Modelsfor

Airtel Mobile Services



28



Sales Model for PrePaid Mobile Services

Airtel as an organization has always been committed to enhancing employee productivity and customer experience by deploying several best practices at work. With the increasing network all over the country there was a strong need to have a standard and certified sales model which all sales people would use across the country. Undoubtedly this sales model would be brewed from the existing best practices followed by sales professionals currently operating in the market.

A field visit was conducted and sales professional across Urban & Rural locations of India were accompanied in the field and observed. These field visits threw light on some very similar patterns that were followed in all sales call. This common pattern of a sales call was discussed with other Airtel SME’s and finally “Pre SIGNORS – The Airtel Sales Model” was conceptualized.

To further test the robustness of the Model and tie up any lose ends, the Sales Model was presented in the S & D committee and inputs were gathered. With more value additions and a national exposure this Model was ready for a national launch.

In Urban market it is used as Pre SIGNOR and FSEs & TSMs are trained on it. This model is used in Rural as Pre SIGNORS & FSEs, RSOs and RDs are trained extensively on it. In rural scenario it is used in a dual aspect which is FSE Selling to RD and RD selling to Retailers.Though the basic model is same, the training

content of each of the models are customized considering the nuances of the Urban & Rural market.

Training on Pre SIGNORS equips the participants with a structured approach to selling in the Urban/Rural context & ensures standardizing of sales process Pan India. The model also has an observation tool which the supervisors can use to map the performance of the role holders against field application of the Sales Model.

Pre SIGNORS PrePaid Market Sales & Service Model

Pre

S

I

G

N

O

R

S

sales preparation

tart with greeting

dentify selling opportunity

et sales order

egotiate & close deal

utlet Merchandising

elationship building

ervice Effectively

Pre SIGNORS Model

OPEL Model

O

P

E

L

utlet Selection

roposal Discussion

liminate Doubts

ead to Close

Airtel being the market leader in Telecom also certainly endeavors to capture the market not only from the perspective of network but also from the perspective of market coverage & increasing sales outlets across India. Increasing the Airtel sales outlets at all locations is the key strategic tool to establish market dominance and achieve stretched sales targets. The activity of new outlet acquisition was key focus of the sales force across India and requirement of a standard outlet acquisition model could be clearly seen.

Field visits at various Urban & Rural markets cross India was conducted. Analysis was done after close interaction with various sales people and retailer and observing numerous FSE – Retailer new outlet acquisition calls. The Key steps gathered were further discussed with the Airtel SMEs and finally the “OPEL – New Outlet Acquisition Model” was formalized.

The model was further presented in the S & D Committee meeting and its market applicability from various perspectives was tested. With the final approval and the feedbacks incorporated, the OPEL Model for New Outlet Acquisition was finalized for a National role out.

This model is applicable for new outlet acquisition in the Urban as well as Rural market. FSEs, TSMs in the Urban market FSEs, RSOs and RDs in the Rural market have been extensively trained on this models. This model gives an exact explanation of ROI calculation for a retailer who wants to start Airtel business. This equips the sales force to convince the retailers not just with Airtels strong brand credibility but practical profit logic.

Training on OPEL – New Outet Acquisition equips the sales force to hit the market and tap its real potential. It also ensures standardization of new outlet acquisition process across India. The model also has an observation tool which the supervisors can use to map the performance of the role holders against field application of the OPEL Model.

OPEL New Outlet Acquisition Model


From a humble start in the 1990s, India’s telecom industry has come a long way today, aided by higher subscriber volumes, lower tariffs and falling handset prices. India had almost 350 million mobile subscribers in early 2008 and analysts predict that this number could cross 737 million by 2012. While the pre-paid mobile segment forms a major part of the user community, the post-paid the post-paid subscriber base is growing at about 15%.

In order to tap the untapped potential of the post-paid segment, Airtel has come up with an innovative way of selling which includes making structured interactive model for across the counter selling of telecom products.

Witnessing the selling process in an Airtel relationship center to retail outlets in the heart of the market prompted Airtel to structure the selling process. This structured process crystallized in the form of a sales model called ‘GLADDEN.’

Keeping the requirements of a customer in mind and the knowledge and skill required by a sales person who is selling across the counter the process of GLADDEN was introduced in the retail outlets. The detailed inputs and validation by the SME’s at Airtel confirmed the correctness and robustness of the process.

GLADDEN can be applied to scenarios of retail and any other across the counter sales. The model aims at developing a clear understanding of the retail sales process to the FSE’s, TSM’s and other sales people. Taken forward, the following benefits of the model would accrue:

!Excellent understanding of the GLADDEN concept, structured process & application thus ensuring effective sales in the retail scenario

!Improved customer satisfaction

!Better word-of-mouth publicity leading to more referrals, lead generations and sales

GLADDEN Counter Sales & Service Model

GLADDEN Model

G

L

A

D

D

E

N

reet

isten

cknowledge

evelop understandingthrough clarification

o solution Proposition

liminate doubts

egotiate to close andevolve relationship

Today’s telecom environment is characterized by phenomenal market growth, increasing levels of competition and continuously changing market dynamics.The Field Sales Executive, the Territory Sales Manager and all others who directly interact with the customers, operate in this highly dynamic environment. Their productivity and skills largely depend upon their in-depth understanding of the market, product benefits and knowledge of required skills for acquiring a sale.

To cater to the need to of the dynamic environment the idea of a structured model for a sales call at Airtel was initiated. After being a part of live sale calls the steps involved in making a successful sale was listed and coupled with inputs from Airtel SME’s the model was finalized. The applicability and effectiveness of the GoGETSALE validated by the sales and marketing heads and has been used for sales trainings.

The acronym GoGETSALE when defined stands for:

This elaborates all the preparation required at office and before entering the customer premises to make a sales call successful and well researched.

This step in the sales calls is the crucial beginning of a sales dialogue. It talks about how careful a person needs to be while opening a sales call and provides a solution as to how can an impressionable call be opened.

Through this step the salesperson gradually develops the customers interest in taking the conversation forward.

Now is the time when the salesperson can show his expertise of sales by asking relevant questions to the customer to unearth his need and latent interests. It is not a mechanical process where an automated dialogue can take place, all of it as taught in the sales process is to make the salesperson sell brilliantly and effortlessly.

Go

G

E

T

– Ground Zero office preparation

– Greet and Introduce

– Engage to gain interest

– Test needs through questioning

S

A

L

E

After handling questions and objections the customer can provide a solution in terms of the available product that is most suitable to the customer’s requirement.

The ensure the good quality of sale it is important to ask the customer, if he / she has any doubts about the solution proposed.

Finally, with the signs that that show customers interest a sales call can be closed.

As well all know it is important to have a long term relationship with the customer, thus, this step helps the sales person to create a bond between the organization and the customer

The model thereby aims at training the participants about the necessary steps of an effective sales call. Taken forward, the following benefits can accrue:

!Ability of the salesperson to acquire customers through using a structured sales approach

!Enhance gross adds by reduced loss due to improper and unsystematic conversation with the customer during a sales call

!Impact CSI through positively influencing CTA

The two way interactive process of GoGETSALE takes care of the needs of a customer effectively and has resulted in improved selling in terms of the quality of sale and the number of sale.eractive process of GoGETSALE takes care of the needs of a customer effectively and has resulted in improved selling in terms of the quality of sale and the number of sale.

– Solution Proposition

– Acknowledge and Eliminate doubts

– Lead to Close

– Evolve a Relationship

GoGETSALE PostPaid Market Sales & Service Model

The description of each step of GLADDEN as below:

Sales Model for PostPaid Mobile Services



Programme Detailers

31

PrepaidMobile Services



32

RSO, RuralFoundation ProgrammeRural India Sales Excellence

The number of mobile subscribers in the India is expected to rise up by over 300 million in the next 2-3 years; of which, over 50 percent is likely to be contributed by rural India. To tap this emerging potential of the Indian rural market, the rural sales team needs to spruce up its act. The RISE programme has been specially designed to equip the Rural Sales Officer (RSO) with all that he needs to know to succeed in the rural canvas. From basic info about Airtel’s products & processes to unique ways of managing the rural Indian market, RISE is an end-to-end programme aimed at creating a strong foundation for the RSO.

It is imperative for the Rural Sales Officer to understand the

uniqueness and nuances of the rural landscape. He needs to

be well versed with the typical buying patterns and

distribution models of this market. The RISE programme will

equip him with necessary knowledge and skills essential for

effectively managing the rural distribution network. The

market-specific modules and techniques will help him plan

his sales strategy better.

The programme has been crafted after an in-depth study of

the needs and challenges of the rural market and is tailor

made for this context. It covers the entire spectrum of

relevant knowledge & skills starting from an intro on telecom,

rural markets & a day in the life of a rural market RSO

extending up to all relevant processes and associated soft

skills. True to its name, RISE lays the foundation for a

structured sales approach to ensure higher levels of

productivity and efficiency.

Why RISE ?

!

!

!

!

!

!

Overview of telecom basics, rural markets and an RSO’s role

Tailor-made for the Airtel RSO with each module drawing

from the whats & hows of his day-to-day life

Covers the entire width & depth of the subject – products,

processes, sales approach and soft skills

Ample drill & practice sessions to bridge the learning-

doing gap

Pre & post tests coupled with certification assessments to

ensure transfer of learning

Highly interactive methodology comprising role plays,

discussions, case studies etc. to keep the learners actively

involved the learning process.

Programme Highlights

What do the participants gain?

Workplace Application

!

!

!

!

!

!

!

!

!

!

!

!

!

!

!

Understand & explain the different terms used in the Telecom industry

Develop conviction and pride in being part of the organization

Develop ownership towards his job responsibilities

Become well-versed with the features and benefits of pre-paid products

Get a better insight into the internal processes and working of Airtel

Adopt a structured approach for New Town Launches

Understand how to increase the productivity of the existing distribution network through:

Improvement in customer service delivery

Selection of ‘right-fit’ Rural Super and Field Sales Officer

Better management of the productivity of RS, FSE

Understand the methodology of merchandising in the rural context

Learn about Airtel-specific sales approach to ensure higher conversions:

‘Pre - SIGNORS’ for existing distribution network

‘OPEL’ for new outlet acquisition

Understand how to be more effective and efficient in managing his distribution channel

By the end of this programme, the participants will be able to:

Duration: Four Days

The programme finds high application for sales teamsinvolved in increasing distribution width / sales in therural context.

Who should attend?

The programme is highly recommended for fresher RSOs or experienced sales officers who are making an entry into therural market.

Business

Benefits

High-task orientation and focus in RSO towards goals leading to enhanced productivity

Reduction in lag time in New Town Launches

Selection of ‘right-fit’ channel partners and sales force (RS, RD, FSE)

Implementation of a rigorous system to ensure high productivity of the channel

Increase in the sales conversion ratio through the use of Airtel-specific sales processes

Increase in visibility and sales through effective merchandising

The programme equips the participants with a structured approach to selling in the rural context, leading to thefollowing business benefits:

}}

}}

}

}

}


FSE, RuralFoundation LevelFor the Rural Field Sales Executive

The number of mobile subscribers in the India is expected to rise up by over 300 million in the next 2-3 years; of

which, over 50 percent is likely to be contributed by rural India. To tap this emerging potential of the Indian rural

market, the rural sales team needs to spruce up its act. This program has been created for the Rural Field Sales

Executive (FSE) to help improve the market penetration in the rural sector. It will not just give him an insight into

the buying patterns and distribution models of this sector, but will also provide him with all the necessary

information about Airtel’s products & processes.

The program has been crafted after an in-depth study of the needs and challenges of the rural market and is

tailor made for this context. It covers the entire spectrum of relevant knowledge & skills starting from an intro on

telecom, rural markets & a day in the life of a rural market FSE extending up to all relevant processes and

associated soft skills. This program is aimed at bringing about excellence both in terms of sales numbers and

quality of services provided to the customer. The market-specific modules and techniques will help the FSE plan

his sales strategy better.

!

! Tailor-made for the Airtel FSE (rural) with each module

drawing from the whats & hows of his day-to-day life! Covers the entire width & depth of the subject – products,


Overview of telecom basics, rural markets and an FSE’s role


!

!

!

!

!



Ample drill & practice sessions to bridge the learning-doing

gap




discussions, illustrations, quizzes, case studies etc.

To keep the learners actively involved the learning process.



!

!

!

!

!

!

!

!

!

!

!

!

Understand & explain the different terms used in the Telecom industry

Develop conviction and pride in being part of the organization

Develop ownership towards his job responsibilities

Become well-versed with the features and benefits of pre-paid products

Get a better insight into the internal processes and working of Airtel

Understand the methodology of merchandising in the rural context

Adopt a structured sales approach

Learn about Airtel-specific sales approach to ensure higher conversions:

‘Pre - SIGNORS’ for existing distribution network

‘OPEL’ for new outlet acquisition

Learn the significance of building and maintaining relationships

Be more effective and efficient in managing his distribution channel


Duration: Three Days

The program finds high applicationteams involved in increasing distributionwidth / sales in the rural context.

Who should attend?

The program is highly recommended forfresher FSEs or experienced sales officers whoare making an entry into the rural market.

Business

Benefits

Implementation of a rigorous system to ensure high productivity of the channelIncrease in the sales

conversion ratio through the use of Airtel-specific sales processes Greater confidence in FSEs while

interacting with customers, thus leading to higher conversions

Increase in visibility and sales through effective merchandising

Increased market penetration by using a robust system for market coverage and outlet selection/classification.

The program equips the participants with a structured approach to selling in the rural context, leading to thefollowing business benefits:

}}

}}

}

}



34

TSM, UrbanFoundation LevelOperational Excellence for UrbanTerritory Sales Manager

India is the fastest growing Telecom market in the world. It is forecast that about 300 million mobile subscribers

would be added between 2007 and 2010 alone in India. As a result, the number of telecom players is also likely

to go up in the near future leading to intense competition in the telecom market. In such a scenario, the success

of the service provider would depend on its ability to sell effectively. A Territory Sales Manager (TSM) being a key

link in the Sales Value chain plays a key role in helping the organization exceed its Sales targets. To be effective in

his role, the TSM needs to be equipped with the relevant product knowledge, selling skills and supervisory

qualities.

To succeed, it is critical for a TSM to be equipped with both

knowledge of products & processes along with managerial

skills. The TSM must know about Airtel products and how to

sell them. He should be able to manage key activities like

target setting, distributor / FSE management, geographical

planning etc. He must also be thorough with the different

customer acquisition processes.

The program has been built based on an extensive

understanding of the dynamics of the Urban Prepaid market

environment and is equipped to build an understanding of

the Products, Processes and Sales & Distribution model of the

Urban Prepaid Market. The robust design & learner focused

pedagogy aim at making the TSM effective in his role and

thus set him up for success.

Customized for the TSM’s Needs

!

!

!

!

! Highly interactive methodology comprising role plays,


involved the learning process. to keep the learners actively


Tailor-made for the Airtel Urban pre-paid TSM with each

module drawing from the whats & hows of his day-to-day life


processes, sales approach and management skills

Ample drill & practice sessions to bridge the learning-doing gap





Learning Methodology


!

!

!

!

!

!

!

!

!

State the growth story of Bharti group

Define Airtel’s Vision and its brand essence

List the Key Responsibility Areas (KRA’s) of a TSM

Demonstrate the benefits of the products & services being offered by Airtel Pre-paid Mobile segment

State the importance of adherence to process

Perform relevant selection & management activities for FSEs & Distributors

Demonstrate ‘Pre - SIGNOR’ - The Airtel Sales Approach to increase sales

Apply ‘OPEL’ Approach for new outlet acquisition

Explain how to maintain different reports required to enable effective monitoring and feedback


Duration: Two Days

The program finds high application for TSMs involved inmanaging FSEs & distributors for success in the Urbanpre-sales segment.

Who should attend?

The program is highly recommended for Urban TerritorySales Manager (Pre-paid Segment).

Business

Benefits

Increase in the sales conversion ratio through the use of Airtel-specific sales processes

Increase market penetration through new outlet acquisition

Clear understanding or roles & responsibilities leading to focus on goals & managing his team

Enhanced productivity

Selection of ‘right-fit’ distributors and sales forceImplementation of a

rigorous system to ensure high productivity

Reduction in lag time in New Town Launches and New Outlet Acquisitions

The program equips the participants with astructured approach to selling pre-paidproducts & services in the Urban Market,leading to the following business benefits:

}}

} }

}

}

}

}

The Program uses a highly interactive methodology of activities, simulations, exercises & discussions throughscripts, real life case studies, illustrations to ensure transfer of learning. Unique interaction modals like Pre – SIGNOR and OPEL have also been used effectively.


35

Professional Selling SkillsRSO Level -1(Pre-paid)

The phenomenal growth of the Indian telecom industry today is characterized by increasing levels of competition and ever-changing market dynamics. The population of mobile subscribes in the country is expected to increase by over 300 million in the next 2-3 years. Of this, over 50 percent is likely to be contributed by rural India. To tap this emerging potential of the Indian rural market, the rural sales team needs to spruce up its act. Apart from being well-versed with the company’s products and processes, the Rural Sales Officer (RSO) also needs skills in handling the rural customer well. The frontline sales team not only needs to be customeroriented, but also has to display consistent quality and professionalism in all its dealings.

The PSS (Professional Selling Skills) program has been designed to equip the RSO with all the necessary skills and knowledge to build a strong sales force for the company. The program has been crafted after an in-depth study of the needs and challenges of the rural market and is tailor made for this context.

PSS is an advanced program crafted for RSOs who have

knowledge of Airtel’s products, processes and acquisition

models. The PSS program takes a professional approach to

managing sales and provides rigorous training in improving

the overall productivity and efficiency of the sales force. It

grooms the RSO in becoming a more effective leader and

takes him to the next level in all his core functions such as

Territory Management and Sales Planning. The program

dwells at length on the “coaching” aspect of the RSO’s role

and uses real-life situations and cases to help him deal better

with his team members.

Why ?Professional Selling Skills

!

!

!

!

!

!

Recap of Airtel products and processes

Tailored for the Airtel pre-paid RSOs who have an

understanding of Airtel’s approach to acquisition

Rigorous training on company’s successful sales practices

(Pre – SIGNORS and OPEL)

Drill & practice sessions to ensure that the existing skills of

participants are taken to the next level and rough edges

smoothened

An entire day devoted to training on “coaching and

leadership skills”

Interactive methodology to keep the participants involved

and translate their learning into real life





!

!

!

!

!

!

Be more effective in his core functions such as Territory Management and Sales Planning.

Demonstrate ‘Pre - SIGNORS’ - The Airtel Way of doing business

Apply the ‘OPEL’ approach for new outlet acquisition

Learn to accurately capture and analyze the data collected by field sales executives on sales performance

Manage critical information from the market to identify opportunities and threats

Improve his leadership skills and be more effective in coaching and mentoring his team members.


Duration: Two Days

This advanced program on professional selling skills willhelp the RSO to be a more effective leader and improve hisability to manage sales in his territory.

Who should attend?

The program is recommended for RSOs who have alreadyattended the foundation program and have a basicunderstanding of Airtel’s products, processes andmethodologies.

Business

Benefits

Improvement in RSO’s approach to sales planning and territory management would automatically ensure better market coverage and increased sales

Seamless use of Airtel acquisition methodologies leading to a higher success rate

By coaching and mentoring the rural sales team, the RSO can help them become better professionals and achieve higher levels of productivity and efficiency

Effective demonstration of skills leading to higher confidence

As he imbibes more leadership qualities and skills, he will be able to motivate his sales team to deliver better results

The program trains the participants oneffective selling practices and leadershipskills taking them to a higher level in termsof performance and productivity. This wouldresult in a number of business benefits:

}}

}

}}

}

The program uses a mix of activities, simulations and exercises for effective acquisition of knowledge & skills. Besides the regular practice sessions, this program also makes use of a number of tools such as flip charts, movie videos, role plays, games and exercises to capture the interest the participants.



36

PARICHAYIntroduction to AirtelPre-paid businessTraining Program for Rural Supers (RS)& Rural Distributors (RD)

Airtel’s endeavor to be “the most admired Brand by

2010” can only be achieved through its ‘people’. Ourcustomer-interfacing employees are like our brand

ambassadors to the world. To help them create the

desired impact, it is imperative to enhance their

competencies, skills & knowledge. To achieve these

objectives, we are pleased to announce ‘Parichay’ a

program aimed at skill enhancement of our rural

workforce.

Airtel’s endeavor to be “the most admired Brand by 2010”

can only be achieved through its ‘people’. Our

customer-interfacing employees are like our brand

ambassadors to the world. To help them create the desired

impact, it is imperative to enhance their competencies, skills

& knowledge. To achieve these objectives, we are

pleased to announce ‘Parichay’ a program aimed at skill

enhancement of our rural workforce.

Why Parichay ?

!

electronic Audio/Visual aids, making it infrastructure

independent & easy to execute at any place in rural India

! The program leverages unique & creative tools that are

easy to use and effective in skills building:!

!

!

!

!

! Covers Airtel products, processes, sales approach and

responsibilities of the RS/RD

Simple methodology with no dependencies on hi-tech

Handbook: Comprising of exhaustive details of the

sales approach

Flip Book: For coaching across the table

Pocket Card: With tips to manage everyday

transactions

Illustration Book: Scripts for interaction in the field




!

!

!

!

!

!

!

!

!

!

Outline the history of growth of the Bharti group and state its brand essence

Discuss the Key Responsibility Areas ( KRAs) of an RS/RD

Explain the different features of pre-paid product

State the importance of adherence to process

Learn & Apply the new town launch process

Perform relevant managerial level activities

List the Merchandising requirements in the rural context

Demonstrate The Airtel Way of selling ‘Pre - SIGNORS’

Apply ‘OPEL’ Approach for new outlet acquisition / Expansion

Explain the different reports that need to be maintained for effective control and feedback


Duration: One Days

The program finds high application for Rural Supers andRural Distributors involved in managing their sales territory.

Who should attend?

The program is highly recommended for fresher RS/RDs toinduct them well into Airtel as well as the dynamics of therural market.

Business

Benefits

Enhanced productivity, increased market penetration and outlet share

Increased sales effectiveness & visibility on account of following a structured sales approach

Better quality of sale and more confidence due to good product knowledge

Effective territory management by the RS/RD leading to better market penetration

Effective implementation of processes on account of good processes knowledge and coaching practices

The program equips the participants with astructured approach to selling and managingin the rural context leading to the followingbenefits to the business:

}}

}

}

}

}


37

Professional Selling SkillsFSE Rural Level - 1(Pre-paid)

The phenomenal growth of the Indian telecom industry today is characterized by increasing levels of competition and everchanging market dynamics. It is becoming increasingly important to create a business strategy that would ensure continued growth even as market conditions get tougher. Service companies need to be more customer-oriented and ensure consistency across all sales interactions. This not only requires a more systematic selling approach, but also calls for an indepthunderstanding of the market and its typical buying patterns.

The rural sector, which has not yet been fully tapped, is now expected to contribute over 50 percent to the overall growth in mobile subscribers. To tap this emerging potential, the rural sales team needs to spruce up its act. Apart from being wellversed with the company’s products and processes, the Field Sales Officer (FSE) also needs skills in handling the rural customer. ‘Professional Selling Skills’ program has been designed to build these requisite competencies and improve the skill level of the Rural Field Sales Executive (FSE).

‘Professional Selling Skills’ is an advanced program created for sales executives who have knowledge of Airtel’s products, processes and acquisition models. It aims at taking the FSE to the next level by improving his selling skills and grooming him on the organization’s successful selling practices. The program dwells at length on every stage in the sales transaction and deals with all the little nuances and issues that may come up. This not only provides the participant with an in-depth understanding of sales procedures, but also refines his entire

approach and conduct during sales transactions. The program has been crafted after an in-depth study of the needs and challenges of the rural market and is tailor made for this context.

Why Parichay ?

!

!

!

!

!

!

!

Tailored for the Airtel Rural Pre-paid FSEs who have an



(Pre – SIGNORS and OPEL)

Training on managing the territory, including opening of

new outlets

Sales planning and preparation to achieve business targets

Rigorous drill & practice sessions to ensure that the existing

skills of participants are taken to the next level and rough

edges smoothened

Certification assessments to ensure transfer of learning



!

!

!

!

!

Demonstration of simple ideas through popular movie clips

Quiz designed on the pattern of a popular TV program-KBC

Crossword puzzles and games

Role plays and innovative exercises at every step

Use of interesting illustrations and real-life case studies



Innovative Learning Methodology

Workplace Application!

!

!

!

!

Follow a systematic and structured approach to sales planning and territory management

Develop expertise in Airtel’s structured Sales Approach– “Pre - SIGNORS”

Develop skills in Airtel’s New Outlet Acquisition Approach- OPEL and implement it effectively in his territory

Identify problems and issues at every step during sales interactions and practice ways of effectively dealing with them

Understand the use of different reporting formats and collecting information on daily sales, product movement and competition



This advanced program on selling skills will help the FSE bemore professional and refine his sales approach. It takes thesales executive to the next level in sales skills andcompetencies, thus ensuring greater success in histransactions.

Who should attend?

The program is recommended for Rural FSEs who havealready attended the foundation program and have a basicunderstanding of Airtel’s products, processes andmethodologies.

Business

Benefits

Effective demonstration of skills leading to better customer interactions & ultimately higher conversions

A structured approach to sales planning helps in achieving targeted business results

Improved understanding of one’s territory ensures adequate coverage and reach of the products


The program trains the participants oneffective selling practices, taking them toa higher level in terms of performance andproductivity. The business benefits are:}

}}

}}

The program uses a mix of activities, simulations and exercises for effective acquisition of knowledge & skills. Besides the regular practice sessions, this program also makes use of a number of innovative tools to capture the interest and imagination of the learners:



38

Professional Selling SkillsTSM Level -1(Pre-paid)

The Indian telecom market today is characterized by phenomenal growth, increasing levels of competition and

ever-changing market dynamics. Market leaders, who have managed to hold on to their positions so far, cannot

afford to be complacent with their success. It is becoming increasingly important to create a business strategy

that would ensure continued growth even as market conditions get tougher. The frontline sales team not only

needs to be customer-oriented, but also has to display consistent quality and professionalism in all its dealings.

The PSS (Professional Selling Skills) program has been designed to equip the Urban Territory Sales Manager

(TSM) with all the necessary skills and knowledge to build a strong sales force for the company. While it is

important for the TSM to have an in-depth understanding of sales transactions, it is equally pertinent for him to

transfer his knowledge to his subordinates. He has to be a good team leader and mentor for his field sales staff.

PSS is an advanced program crafted for TSMs who have

knowledge of Airtel’s products, processes and

acquisition models. The PSS program takes a professional

approach to managing sales and provides rigorous

training in improving the overall productivity and efficiency of

the sales force. It grooms the TSM in becoming a

more effective leader and takes him to the next level in all his

core functions such as Territory Management, Sales

Planning and overall management of daily sales. The program

dwells at length on the “coaching” aspect of the

TSM’s role and uses real-life situations and cases to help him

deal better with his sales executives.

Why Professional Selling Skills ?

!

!

!

!

!

!

Recap of Airtel products and processes

Tailored for the Airtel Urban pre-paid TSMs who have an


Extensive Training on Airtel’s successful sales practices

(Pre – SIGNOR and OPEL)

Rigorous drill & practice sessions to ensure that the

existing skills of participants are taken to the next level

and rough edges smoothened





Programme Highlights What do the participants gain?



!

!

!

!

!

!

!

Revise their knowledge of Airtel’s products and processes

Demonstrate ‘Pre - SIGNOR’ - The Airtel Way of doing business

Apply the ‘OPEL’ approach for new outlet acquisition

Learn to accurately capture and analyze the data collected by field sales executives on daily sales performance

Manage critical information from the market to identify opportunities and threats

Be more effective in his core functions such as Territory Management and Sales Planning.

Improve his leadership skills and be more effective in coaching and mentoring his subordinates.



This advanced program on professional sellingskills will help the TSM to be a more effectiveleader and improve his ability to manage salesin his territory.

Who should attend?

The program is recommended for Urban TSMswho have already attended the foundationprogram and have a basic understanding ofAirtel’s products, processes and methodologies.

Business

Benefits

By coaching and mentoring his team members, the TSM can help them become better professionals and achieve higher levels of productivity and efficiency

Improved knowledge of products and procedures would lead to better sales interactions & ultimately

higher conversions

Improvement in TSM’s approach to sales planning and territory management would automatically ensure better market coverage and increased sales



As the TSM becomes a more effective leader, he will be able to motivate his sales team to deliver better results

The program trains the participants oneffective selling practices and leadershipskills taking them to a higherlevel in termsof performance and productivity. This wouldresult in a number of business benefits:

}}

} }}

}

}

The program uses a mix of activities, simulations and exercises for effective acquisition of knowledge & skills.Besides the regular practice sessions, this program also makes use of a number of tools such as flip charts, role plays, games and exercises to capture the interest the participants.


Professional Selling SkillsFSE Urban Level -1(Pre-paid)

The Indian telecom market today is characterized by phenomenal growth, increasing levels of competition and everchanging market dynamics. Market leaders, who have managed to hold on to their positions so far, cannot afford to be complacent with their success. It is becoming increasingly important to create a business strategy that would ensure continued growth even as market conditions get tougher. While it is important for service companies to have a customer-oriented sales approach, it is equally important to ensure consistent quality across all interactions with the customer.

Apart from being well-versed with the company’s products and processes, the frontline sales team also needs professional skills in dealing with the customer. The PSS (Professional Selling Skills) program has been designed to build the requisite competencies and improve the skill level of the Urban Field Sales Executive (FSE). The program takes an in-depth view of sales transactions and provides rigorous training in dealing with the customer.

PSS is an advanced program crafted for sales executives who

have knowledge of Airtel’s products, processes and

acquisition models. It aims at taking the FSE to the next level

by improving his selling skills and grooming him on the

company’s successful selling practices. The program dwells at

length on every stage in the sales transaction and

deals with all the little nuances and issues that may come up.

This not only provides the participant with an in-depth

understanding of sales procedures, but also refines his entire

approach and conduct during sales transactions.

Why Professional Selling Skills ?

!

!

!

!

!

!

!

Overview of Airtel products and processes

Tailored for the Airtel Urban pre-paid FSEs who have an



(Pre – SIGNOR and OPEL)

Rigorous drill & practice sessions to ensure that the

existing skills of participants are taken to the next

level and rough edges smoothened

Certification assessments to ensure transfer of learning



Programme HighlightsWhat do the participants gain?



!

!

!

!

!

!

!

Understand their roles & responsibilities as Urban FSEs

Revise their knowledge of Airtel’s mobile pre-paid products

To manage critical information from the market place, analyze it to identify opportunities and threats.

Develop expertise in Airtel’s structured Sales Approach– “Pre - SIGNOR”

Develop skills in implementation of the New Outlet Acquisition Approach- OPEL

Identify problems and issues at every step during sales interactions and practice ways of effectively dealing with them

Understand the use of different reporting formats and collecting information on daily sales, product movement and competition


Duration: Two Days

This advanced program on selling skills will help the FSE bemore professional and refine his sales approach. It takes thesales executive to the next level in sales skills andcompetencies, thus ensuring greater success his transactions.

Who should attend?

The program is recommended for Urban FSEs who havealready attended the foundation program and have a basicunderstanding of Airtel’s products, processes andmethodologies.

Business

Benefits

Clarity of one’s role & responsibility leading to smooth working & high motivation and ultimately to low attrition

Improved knowledge of products and procedures would increase the confidence of FSEs, thus leading to better customer interactions & ultimately higher conversions


Seamless use of Airtel

acquisition methodologies leading to a higher success rate

The program trains the participants oneffective selling practices, taking them to ahigher level in terms of performance andproductivity. This would result in a numberof business benefits:

}}

}}

}

The program uses a mix of activities, simulations and exercises for effective acquisition of knowledge & skills.Besides the regular practice sessions, this program also makes use of a number of innovative tools to capture the interest and imagination of the learners:Demonstration of simple ideas through popular movie clips? Quiz designed on the pattern of a popular TV program - KBC? Crossword puzzles and games? Role plays and innovative exercises at every step? Use of interesting illustrations and real-life case studies



40

PostpaidMobile Services



41

TSM - UrbanFoundation LevelOperational Excellence for UrbanTerritory Sales Manager

India’s mobile market has been witnessing tremendous growth in recent years. With rising subscriber volumes,

lower tariffs and falling handset prices, analysts predict that the number of mobile subscribers could go up from

350 to over 737 million by 2012. The post-paid subscriber base is expected to grow at 15% compound annual

growth rate (CAGR). As a result, the number of telecom players is also likely to go up in the near future leading to

intense competition in the telecom market. In such a scenario, the success of the service provider would depend on its ability to sell effectively. A Territory Sales Manager (TSM) being a key link in the sales value chain plays a key role in helping the organization exceed its Sales targets. To be effective in his role, the TSM needs to be equipped with the relevant product knowledge, selling skills and supervisory qualities.

To succeed, it is critical for a TSM to be equipped with both

knowledge of products & processes along with managerial

skills. The TSM must know about Airtel products and how to

sell them. He should be able to manage key activities like

target setting, distributor/FSE management, geographical

planning etc. He must also be thorough with the different

customer acquisition processes. The program has been built

based on an extensive understanding of the dynamics of the

postpaid market environment and is equipped to build an

understanding of the Products, Processes and Sales &

Distribution models. It helps a TSM understand, identify &

match customer's needs to products through a FAB analysis.

The program also aims at grooming the TSM in becoming a

more effective leader. It dwells at length on the “coaching”

aspect of the TSM’s role, and uses real-life situations and

cases to help him deal better with his sales executives.

The Objectives

!

!

!

!

!

!

!

Tailor-made for the Airtel Urban post-paid TSM


processes, sales approach and management skills

Application of FABing to understand the features,

advantage, benefits of Airtel post-paid products



Ample drill & practice sessions to bridge the learning-

doing gap









Methodology

!

!

!

!

!

!

!

Understand the vision, values & brand essence of Bharti Airtel.

Understand the Key Responsibility Areas (KRAs) of a TSM.

Demonstrate the benefits of the products & services being offered by Airtel postpaid segment.

State the importance of adherence to processes.

Demonstrate ‘GO-GETSALE’ – The Airtel Sales Approach for the postpaid segment.

Explain how to maintain different reports required to enable effective monitoring and feedback.

Improve his leadership skills and be more effective in coaching and mentoring his subordinates.



Who should attend?

Business

Benefits

Clear understanding or roles & responsibilities leading to focus on goals & managing his team.

Implementation of a rigorous system to ensure high productivity.

By coaching and mentoring his team members, the TSM can help them become better professionals and achieve higher levels of productivity and efficiency.

Increase in the sales conversion ratio through the use of Airtel-specific sales processes.

Enhanced quality of sales through mapping of customer’s needs with that of the products’ features, advantages & benefits.

As the TSM becomes a more effective leader, he will be able to motivate his sales team to deliver better results.

The program equips the participants with astructured approach to sellingpostpaidproducts & services, leading to thefollowing business benefits:

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The Program uses a highly interactive methodology of activities, simulations, exercises & discussions throughscripts, real-life case studies, illustrations to ensure transfer of learning. Unique interaction modals like ‘GOGETSALE’have also been used effectively.

The program finds high application for TSMs involved in managing FSEs & distributors for success in the pre-sales segment.

The program is highly recommended for the Territory Sales Managers (post-paid segment), particularly those who have recently taken on a managerial role.


Professional Selling SkillsUrban Field Sales Executive (Post-paid)

India’s mobile market has been witnessing a tremendous growth pace in recent years. From a humble start in the

1990s, it has come a long way today, aided by higher subscriber volumes, lower tariffs and falling handset prices. India had almost 350 million mobile subscribers in early 2008 and analysts predict that this number could cross 737 million by 2012 making it a $37 billion industry. During this period, the post-paid subscriber base is expected to grow at 15% compound annual growth rate (CAGR) leading to a customer base of 53 million. To operate in such tumultuous market situation and to make the best use of the emerging market scenario, the telecom

service providers need a highly skilled sales force, equipped with the latest product knowledge and deft at

customer interfacing skills. The Field Sales Executive (FSE) plays the most important role the Airtel Sales organization. For the organization to succeed, the FSE needs to have complete product knowledge, cutting edge

selling skills and excellent process orientation.

The “Professional Selling Skills” program is built to develop an in-depth understanding on Airtel Sales Process & Skills thereby helping the FSE enhance his productivity. It helps an FSE understand, identify & match customer's needs to products through a FAB analysis. This also helps him identify objections on the field and demonstrate prescribed ways of handling them. The need for these skills becomes more pronounced in the post-paid segment as target audience is generally the urban class, including corporates and SMEs (Small and Medium Enterprises) who are already quite aware about products. Hence the FSE needs to be well-equipped with all the relevant product knowledge, including latest high-end products. He also needs to focus on building smooth and longterm relationships as he is the face of the provider through the lifetime of the relationship.

The Objectives

!

!

!

!

!

!

!

Tailor-made for the Airtel Urban post-paid DSA / CAS - FSE

to develop in him a clear understanding of

customer’s needs, value proposition of Airtel products

and the structured sales process of Airtel.

Covers the entire width & depth of the subject –

challenges faced on the

field, understanding customers & identifying new

customers, FAB, expectation mapping etc.

Multiple role plays, case discussions & ample drill &

practice sessions to ensure skill building.

Extensive Training on Airtel’s successful sales approach

‘GO-GETSALE’.

Highly interactive methodology to keep the learners

actively involved the learning process.




Methodology

!

!

!

!

!

!

State the features, advantages & benefits of post paid products & services offered by Airtel Mobile segment.

To explain the process of need generation in customers and how to map them with the selling cycle to ensure effective sales.

To explain how to identify prospective customers to increase sales.

To understand whats & hows of sales etiquette on the field and practice the techniques to get to the customer.

Demonstrate the Airtel structured sales approach ‘GO-GETSALE’.

Demonstrate the filling of various Sales formats.


Duration: Two Days

Who should attend?

Business

Benefits

Enhanced quality of sales through mapping of customer’s needs with that of the products’ features,

advantages & benefits.

Higher level of customer satisfaction in the post-paid segment of mobility.

Increase in visibility and sales.

Greater confidence in FSEs while interacting with customers, thus leading to higher conversions.

Implementation of a rigorous system ensuring high productivity.

Enhanced market penetration through the use of a ‘GO-GETSALE’ – Airtel’s structured sales approach.


The program aims at developing a clearunderstanding of Airtel Mobility’s postpaid-products and training the participantsto demonstrate customer need analysis forselling & effective sales. The benefits include:

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The program uses effective skill-building tools like role plays, case studies quizzes, videos, group work etc. to ensure transfer of learning & development of skills. The program involves certification to assess & ensure skills built.

The program finds high application for FSEs who are involved in sales of Airtel Mobility’s post-paid products & services and have undergone the ‘Success in Sales’ program at the time of induction.

The program is ideal for FSEs who have been in Airtel for less than 6 months and who have undergone training on ‘GO’ and ‘GE’ of the ‘GETSALE’ approach.



43


Learning and DevelopmentMandateAirtel Mobile Services


Success In salesUrban Field Sales Executive(Post-paid)

India’s mobile market has been witnessing a tremendous growth pace in recent years. From a humble start in the 1990s, it has come a long way today, aided by higher subscriber volumes, lower tariffs and falling handset prices. India had almost 350 million mobile subscribers in early 2008 and analysts predict that this number could cross 737 million by 2012 making it a $37 billion industry. During this period, the post-paid subscriber base is expected to grow at 15% compound annual growth rate (CAGR) leading to a customer base of 53 million. The Field Sales Executive (FSE) plays the most important role the Airtel Sales organization. For the organization to succeed, the FSE needs to have complete product knowledge, cutting edge selling skills and excellent process orientation. The need for these skills becomes more

pronounced in the post-paid segment as the customer there expects a life-long and smooth relationship with the

provider and for him the FSE is the face of provider through the lifetime of the relationship.

True to the dictum of ‘Well begun is half done’, the ‘Success in Sales’ program aims at the right induction of the FSE. The productivity of an FSE depends upon his in-depth understanding of the business, the market, product benefits and his skills in influencing the customer & acquiring a sale. The program inculcates the right habits & right skills to ensure speedy ramp up in productivity and minimization of errors. Besides giving an overview of the Telecom industry, the program provides the new entrant FSE with knowledge on Airtel as an organization, its post-paid products and the cutting-edge Airtel Sales Process. This enables him to make an immediate impact on the customer and become productive from day one.

Why ‘Success in Sales’?

!

!

!

!

!

Tailor-made for the Airtel Urban post-paid DSA/CAS FSE

with each module aimed at his effective induction in Airtel.

Covers the entire width & depth of the subject – industry,

roles & responsibilities of an FSO, products, processes and

sales approach.

Showroom visits, activity demos, workgroup exercises, and

ample drill & practice sessions to ensure skill building.

Written tests for all modules followed by certification

assessments to ensure transfer of learning.







Methodology

!

!

!

!

!

!

!

!

!

!

!

!

State the Vision, Values & Brand Essence of Bharti Airtel.

Explain different terms used in the mobility segment of the Telecom industry.

Explain the importance of his role and responsibilities as an FSE.

List the attributes, skills and knowledge required to be an effective FSE.

Explain the products & tariff plans being offered by Airtel Mobile segment

Understand & explain the importance of the elements of the sales preparation phase.

Understand & explain the ‘Airtel Sales detailer’.

Learn the process of filling CAF.

Demonstrate the Airtel structured sales approach ‘GO-GETSALE’.

Demonstrate the Airtel complain-handling process ‘HEAT’

Understand how to fill the various reports/documents..

Demonstrate the filling of various Sales formats.



Who should attend?

Business

Benefits

Speedy induction into the ‘Airtel way of life’ and hence faster ramp up on

Greater confidence in FSEs while interacting with customers, thus leading to higher conversions.

Increase in visibility and sales.

Higher instances of ‘First time right’ and hence minimization of learning errors.

Consistency of customer experience in accordance with the brand attributes of Airtel as all FSEs talk the same language. Higher level of customer

satisfaction in the post-paid segment of mobility.

The program aims at equipping theparticipants with the necessary skills forenhancing his performance at the workplace.Taken forward, the following benefits canaccrue:

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The program uses learner-friendly methodology of role plays, case studies, discussions, work book exercises and field visits to ensure transfer of learning & development of skills. The program also stresses on rigorous testing and ends with a certification exercise.

The basic objective of the program is to equip new entrant FSEs with skills for Performance at Workplace & to utilize personal effectiveness skills for enhanced performance. The program thus finds high application for DSA/CSA FSEs who are new joinees.

The program has been designed for Field Sales Executives who have recently joined and are involved in outbound sales of post-paid products.

From a humble start in the 1990s, India’s telecom industry has come a long way today, aided by higher subscriber volumes, lower tariffs and falling handset prices. India had almost 350 million mobile subscribers in early 2008 and analysts predict that this number could cross 737 million by 2012. While the prepaid mobile segment forms a major part of the user community, the post-paid the post-paid subscriber base is growing at about 15%. In order to tap the untapped potential of the post-paid segment, Airtel has come up with an innovative way of selling through ‘Dial-a-Postpaid’. Almost like a neighborhood ‘Dial-a-Pizza’ outlet, Airtel wants to create an image of accessibility and friendliness among the people. It wants to make the process of selling mobile services as simple and as popular as perhaps ordering a pizza round the corner. The Call Center Executive (CCE) is like the face of the organization for such services. For the organization to succeed, CCEs need to have complete knowledge about Airtel’s products and services. He also needs to be groomed in handling firsttime callers sensitively and effectively to be able to generate sales leads.

The “Dial-a-postpaid” program has been built to build effective

lead generation capabilities in the CCE. The program covers the

entire gamut of knowledge & skills required to effectively

influence the customer through a toll free number and

generate a sales lead. It also involves skill building on using

CRM application for the purpose. The program effectively

mobilizes the tools of facilitator-led discussions, drill & practice

and assessments to build customer interaction & lead

generation capabilities in the CCEs.

Why Dial-a-Postpaid?

!

!

!

!

!

!

A niche program that focuses on building lead generation capabilities in CCEs through effective customer interaction over a toll free number.

Covers the entire canvas of Airtel Mobility’s postpaid products and processes

Focus on telephone etiquette, communication skills, knowledge about the buying & selling cycle and hands on practice on CRM.

Facilitator-led discussions complemented with numerous practice sessions & exercises for effective knowledge gain & skill building.

Knowledge & skill certification to ensure that the CCE is productive on the process from day one after training.

Highly interactive methodology to keep the learners actively involved the learning process.




Methodology

!

!

!

!

!

!

Demonstrate the understanding of the concept of Dial-a-postpaid.

List the post-paid products being offered by Airtel.

Explain tariffs and list the Value Added Services (VAS) offered with postpaid connections.

Demonstrate effective telephone & communication skills during ‘customer interaction’.

Explain the buying & selling cycle and demonstrate the application of the same to the selling process.

Demonstrate the use of CRM in Dial-a-Postpaid.



Who should attend?

Business

Benefits

Excellent understanding of the Dial-a-Postpaid concept, process & application thus ensuring effective lead generation at the call center.

Effective lead generation leading to higher probability of sales conversion and enhanced productivity

Knowledge built of Airtel post-paid products & skills built on the CRM application leading to enhanced

productivity of the CCE

Improved customer satisfaction.

Better word-of-mouth publicity by the post-paid customers leading to more referrals and lead generations.

Quality leads would also lead to lowering of sales through cold calling and thus better sales conversion ration.

Development of effective telephone, communication, probing & query resolution skills which are in fact life skills.

The program aims at developing a clearunderstanding of Dial-a-Postpaid in the CCE.Taken forward, the following benefits wouldaccrue:

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The program effectively uses facilitator led discussions,

drill-practice & role plays complemented with work book

exercises to ensure transfer of learning.

The basic objective of the program is to ensure that the participants are able to demonstrate effective selling skills over the phone with required telephone etiquette and customer service skills. The program thus finds high application for Airtel Mobility’s CCEs involved in the process of lead generation through this service.

The program is suited for CCEs involved in promoting ‘Dial-a-Postpaid’ services and managing all related customer calls.

Dial-a-PostpaidFor the Call Center Executive




45

M-Commerce on AirtelIntroduction to Airtel’s mobilemoney services

India’s large population combined with rapid technological advancement and improved network coverage makes it a potential hotspot for mobile commerce. The increasing interest of the urban consumer in smart phones, innovative functionality and value-added services will only add to the growing demand. A recent worldwide research indicates that while the number of wireless users will increase by 32% over the next four years, the number of active mobile banking and payment service users will increase by over 600%. Airtel has always led innovation in the Indian telecom market and its foray into the m-commerce segment will also lead the way for the industry. Targeted at urban mobile users with a busy lifestyle, these services suit their need of saving time and money by doing a number of monetary transactions at the click of a button. Being a value-added service for Airtel users, mcommerce needs to be promoted by its call-center sales executives. The ‘M-Commerce on Airtel’ program has been created to acquaint these calling agents with the fundamentals of m-commerce, the associated bank processes and workflows thereby helping him effectively execute the process and satisfy the customer.

To ensure that Airtel’s M-Commerce services are lapped up by users, the Call Center Executive (CCE) has a number of important functions to perform. He has to promote this new service in a way that it satisfies the needs of the existing customers; he has to answer all their queries regarding process and execution; and he also has to address all their doubts and concerns about potential problems. The ‘M-Commerce on Airtel’ program provides the CCEs with all the relevant knowledge and information to carry out these

Why M-Commerce on Airtel?

!

!

!

!

!

!

An exclusive custom-made program to introduce the CCE to the domain of m-commerce.Covers all m-commerce related processes, tools and their working.Explains in detail the role of Airtel’s joint venture partners ICICI, SBI and mCheck, the associated bankingprocesses and other procedures for making these transactions.Facilitator-led discussions complemented with work book exercises for effective knowledge gain & skill building.Highly interactive methodology to keep the learners actively involved the learning process.




Methodology

!

!

!

!

!

!

!

!

Describe m-commerce on Airtel.

Discuss credit/debit card registration process.

List the steps of post-paid bill payment and pre-paid mobile recharge.

Explain the mobile money transfer process.

Solve customer’s MPIN related quires using the customer management tool.

Solve handset change and handset lost related queries.

Understand banking processes related to ICICI and SBI.

Apply mChek URL to resolve customer problems.


Duration: One Days

Who should attend?

Business

Benefits

Skills built on the m-commerce process & application leading to enhanced productivity of the CCE.

Improved customer satisfaction.

Better word of mouth publicity by satisfied customers leading to more customers

subscribing to the service.

Effective query resolution leading to lesser customer complaints and lower number of customer calls at the call center.

The program aims at developing a clearunderstanding of Airtel’s m-commerceapplication & customer management tool inthe CCE. The following benefits would accrue:}

Effective customer query resolution leading to higher credibility of the tool

}Excellent understanding of the m-Commerce concept, process & application to ensure error free transactions at the call center.

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The program uses facilitator led discussions, work book exercises and presentations to ensure knowledge building & transfer of learning to the participants.

The basic objective of the program is to develop an understanding of the mcommerce process & applications to resolve customer queries and complaints. The program thus finds high application for Airtel Mobility’s CCEs whohandle mcommerce related calls.

The program is ideal for CCEs involved in resolution of m-commerce related queries & complaints.

responsibilities in an effective way. Besides giving him an overview of the industry and Airtel’s M-Commerce services, the program also grooms him on handling customer queries and removing any doubts that might come in the way.


Modern Trade



47


Sales PromoterFoundation Program(Pre-paid & Post-paid)

The Telecom Market today is characterized by phenomenal market growth, increasing levels of competition and ever

changing market dynamics. With about 300 million mobile subscribers expected to be added between 2007 and 2010 in India alone, it is only going to get tougher. Service providers are looking for innovative ways to reach more customers. Many companies are setting up sales & promotion counters in modern supermarkets such as Big Bazaar, Pantaloon etc. Airtel has always led innovation in the Indian telecom market and its promotion counters at such places only add to its image of accessibility and friendliness among the customers. Targeted at urban mobile users with a busy lifestyle, these counters aim to make the process of buying mobile services even simpler. The customer who has come for shopping can buy a connection just like picking up any other product from the stack. In order to succeed at such modern outlets, the sales promoters need to well-versed with all the products (both post-paid and pre-paid) of Airtel. They should have the ability to quickly grasp the need of the customer, suggest the right product and address all the queries that he might have.

The ‘Sales Promoter - Foundation Program’ has been specially

created to groom the sales executives at promotion counters

in super stores. The program not only trains them on

behavioral skills, but also provides all the relevant knowledge

about Airtel, its products, processes and acquisition models.

The program uses an interactive methodology to help

participants become acquainted with various aspects of

selling, merchandizing and customer service. It effectively

uses real life scenarios & role plays to train them on Airtel’s

successful sales approach such as ‘GLADDEN’ to improve

their performance.

The Objectives

!

!

!

!

!

!

!

Specially created for sales executives/promoters at Airtel counters in superstores.

Covers the entire width & depth of the subject – products, processes, sales approach and soft skills.

Ample drill & practice sessions to ensure that participants get comfortable in practicing the skills

Extensive training on the ‘GLADDEN’ model – Airtel’s successful service approach to handle walk-in customers.

Provides knowledge about various aspects of merchandising and selling (including up-selling & crossselling).

Pre & post tests coupled with certification assessments to ensure transfer of learning

Highly interactive methodology comprising role plays, discussions, case studies etc. to keep the learners actively involved the learning process.

Programme Highlights What do the participants gain?



!

!

!

!

!

!

Know more about the Airtel and develop ownership towards their roles.

Explain the features and benefits of the products being offered by Airtel, both in the pre-paid and post-paid mobile segments.

Learn to be more effective and efficient in dealing with customers at such promotion counters.

Understand the importance of customer service and learn to address all kind of queries that may come up.

Apply Airtel’s structured Sales Approach – ‘GLADDEN”.

Understand the methodologies of merchandising, up-selling, cross-selling etc.


Duration: Two Days

Who should attend?

Business

Benefits

Clarity of one’s role & responsibility leading to smooth working & better performance.

High confidence on account of good product knowledge, thus leading to better customer interactions & ultimately higher conversions.

Enhanced quality of sales through mapping of customer’s needs with that of the products’ features.


Increase in visibility and sales through effective merchandising.

The program aims at equipping theparticipants with the necessary tools andaids which he can use to sell effectively.Taken forward, the following benefits canaccrue:

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The program uses an interactive methodology of activities, simulations, exercises, quizzes & discussions through scripts, real life case studies, and illustrations to effective acquisition of knowledge & skills.

The basic objective of the program is to enable the participant to acquire knowledge about Airtel’s products, selling processes and acquisition models.The program finds high application for sales promoters at Airtel counterslocated in modern superstores.

The program has been designed for Sales Executives/Promoters at promotion counters in supermarkets or large departmental stores.



Reward &Recognition

49



Certificate of Excellence

Sanjeev DuggalCEO & Executive Director

Centum Learning Limited

Date:

Circle / Hub: Bharti Airtel Limited

has been awarded the title of

for successfully completing on-the-job coaching.

L E A R N I N G P A S S P O R T

Issued by


Certificate of Excellence Learning Passport

Certificate of Excellence

Sanjeev DuggalCEO & Executive Director


Date:

Circle / Hub: Bharti Airtel Limited

has been awarded the title of

for successfully completing on-the-job coaching.

L E A R N I N G P A S S P O R T

Issued by


50

Three secrets to Success

51



Guidelines for theLearning & Development Plan:2009-2010

52



Training Calendar Guiding Principles:

! The mandate for year 2009-2010 detailing the role holder wise learning plan, coverage, trainer man days and budget has been defined and approved

! Centum Learning would ensure availability of the requisite number of certified trainers at all times to ensure coverage of role holders as per the mandate

! Circle Training Head, Centum Learning would update the load chart, capability quotient dashboard and TMC calendar on a regular basis. In addition, he would keep business updated through a rolling three month calendar

1

Process:

Step / Activity

Centum Learningfirm calendar for next month and a rolling calendar for next two months of the zone andsubmit to the Centum Learning, Circle Training Head (CTH)

, Zonal Lead Trainer (ZLT) to discuss with the respective BAL ZBM and freeze a

CTH to compile all the zonal training calendars and prepare a consolidated calendar and match it against the mandated learning plan (Refer the RLP in the training mandate document)

CTH to submit the three monthly training calendar to S&M / DH for signoff

CTH to upload the signed off training calendar in the ‘Trainer Tracker’ software for visibility at national & CTH level for tracking performance and printing participants material

CTH to raise an indent for PR / PO (Purchase Requisition) with BAL Finance as per the Training Calendar sign off

In case of sign off not happening, the same to be escalated by the CTH to the BAL COO &Centum Learning Regional Training Head for further action

Any deviation to be captured in the “National Weekly Dashboard” and copy of the same to be marked to CMO & Head-Sales & Distribution

Responsibility

Centum LearningZLT & BAL ZBM

Centum LearningCTH

CTH

CTH

CTH

Centum LearningHub Lead

Centum LearningHub Lead

TAT

22nd ofevery month

24th ofevery month

24th ofevery month

26th ofevery month

26th ofevery month

28th ofevery month

28th ofevery month

Escalation to

CTH & BALDistribution Head

Point # 6

BAL Hub - CMO& Head - L&D

BAL Hub - CMO& Head - L&D

S. No.

1.

2.

3.

4.

5.

6.

7.

53


ZSM - Product & Process TrainingGuiding Principle:

! The ZSMs who have been certified on Alchemist would conduct the product / process refreshers for FSEs, RSOs and TSMs

! ZSMs to deliver a minimum of two days of training in a month and publish a calendar with the ZBM & Centum Learning CTH

! Centum Learning will develop the content only in English. Any translations required in local language will be carried out by BAL Circle marketing team

2

Process:

Step / Activity

Put a request for the refresher content to the Centum Learning CTH Lead

Centum Learning to provide content to ZSMs atleast two working days in advance of therefresher class and if required booting to be given to ZSMs

Circle specific customization with respect to Products / Processes / Systems etc. would becustomized to each CTH requirement by the Centum Learning SPOC in the CTH

ZSM to submit the ‘Attendance Sheet’ of the participants to Centum Learning CTH witha copy to ZBM

Centum Learning to conduct JKQ on a monthly basis to check the product / processknowledge and gap

Responsibility

BAL ZSM

Centum LearningCTH

TAT

7 Working Daysin Advance


Within 48 hrs ofthe training programme

Monthly

Escalation to

BALDistribution Head

S. No.

1.

2.

3.

4.

5.

Centum LearningCTH

BAL ZSM

Centum LearningCTH

ZBM

54



Coaching Guidelines for TSM & TMCGuiding Principle:

! Centum Learning to skill & certify all TSMs & RSOs to coach their front line sales force

! BAL TSMs to coach at least 15 FSEs in a month and enable them to ensure two contacts per FSE in a quarter

! TSM, RSO & TMC are required to maintain the ‘Coaching Diary’ while coaching

3

Centum Learning TMC Coaching Process:

Step / Activity

Basis the load chart, TMC to inform the TSM about his visit plan atleast seven days in advancewith a copy to ZSM / ZBM / ZLT

TMC to fix a location of the meeting with TSM, ensuring that both attend the DistributorGate meeting

Coaching report to be submitted / uploaded within 48 hours

Responsibility

TMC

TMC & TSM

TAT



Escalation toS. No.

1.

2.

3. TMC Within 48 hrs ofthe training programme

Centum Learning TMC Coaching Process:

Step / Activity

Prepare a PJP for covering the FSE in the beginning of the month and submit the same toZLT / CTH Lead with CC to ZBM / ZSM

TSM / RSO to start the coaching from the Distributor location in the morning, after conductingthe Gate Meeting. (must to carry the Coaching Diary)

Submit the coaching report to the ZSM & ZLT with cc to ZBM

Responsibility

TSM / RSO

TSM / RSO

TAT

By 24th ofprevious month

Escalation toS. No.

1.

2.

3. TSM / RSO Within 48 hrs ofCoaching

Audit to be done by the ZLT / CTH to check the understanding of the coaching model4. TMC Bi-Monthly BALDistribution Head

55


Other Guidelines1. Keeping in view effectiveness of training, the recommended batch size is 15 participants per programme. In case there are less than 10 participants, a special

approval to be taken from the ZBM / S&M Head / VP – Operations to conduct the batch.

2. The Circle HR Training Coordinators to organise venue, ensure participation and provide necessary administrative support.

3. All programs for FSEs to be organized at a Zonal Level. In case there are inadequate number of participants, multiple zones may be merged for training. However,this has to be done with the consent of the ZBM.

4. The training programs should be scheduled across the week and not concentrated on the weekends (Friday / Saturday / Sunday).

5. 90% of the training to take place at in-house venues like Distributors / Centum Learning / BAL premises; avoid hiring venues wherever possible.

6. Skill building sessions would be conducted by Centum Learning

7. Regular Product & Process updates for the FSE / DST / Promoter to be conducted by the respective ZSMs/ ZBMS to ensure that all role holders in the channel areupdated regularly.

8. Any cancellation of training program/ coaching to be intimated in writing (email) to Centum Learning CTH Lead, three working days in advance, otherwise acancellation cost of 50% will be charged.

9. A defined certification path has been planned which needs to be adhered to for certification of this group.

10. Training programs are being designed centrally and are being validated by the Sales & Marketing heads and the Steering Committee before implementation.This is to ensure standardization of input for various role holders.

11. There is an annual certification plan in place which would be communicated shortly. This will capture the tests held post programs, role plays and monthly JKQsthat would be conducted for TSM / RSO and channel partner employees.

12. The channel partner (FSEs, RDs, and CRO/CREs) to be charged Rs. 275/- per day / participant / training day

13. Printing of all learning tools (workbooks, sales aids etc) to be printed by Centum Learning and billed to BAL CTHs.

14. The bill for content creation charges would be raised centrally and debited proportionately among all CTHs.

15. Any additional cost incurred for developing learning aids, sales aids would be distributed proportionately among all CTHs on a regular basis.

16. HR training coordinator to support participation of the respective TSM/ZSM in training programmes.

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17. HR Training coordinator to coordinate with TSMs for the Channel Partner programs

18. ZBM / ZSM / TSM / RSO / Sales Head to support participation in programs involving BAL and Channel partner employees. At least VP -Operations should be presentduring the program.

19. A senior member from the Sales team to inaugurate all the programs and set participants’ expectations before training begins.

20. Centum Learning to manage data of BAL and Channel Partner employees undergoing training and keep track of the entire certification process.

21. Testing of the FSE / DST / Promoters on knowledge and skill would be done as part of the training program conducted by Centum Learning and records would bemaintained systematically to ensure that the certification path is being followed.

22. If the FSE / DST / Promoters do not meet the certification criteria, they would be given two opportunities to clear the Job Knowledge Quiz in one month (15 dayseach). Then the necessary decision can be taken by the Distributor / TSM / ZSM / Centum Learning (in case such teams are on their rolls)

23. All new TSMs / ZSMs to undergo the Foundation Program as soon as they join the organization.

24. A newly appointed TSM/ RSO would work in the field on the following conditions,as a pre-requisite for undergoing NHIP:

a. ZSM to brief him on his role and expectations.

b. ZSM to align existing TSM / RSO for market visits over the next 2-3 days to understand market operations & sales management practices.

c. ZSM to set up a meeting with Zonal CSD team to understand post acquisition processes in the customer life cycle.

d. ZSM to set up meetings with local Network team to understand basic technologies and coverage- related issues in the Territory, the TSM / RSO has beenaligned to.

25. Travel, lodging & boarding expenses in case of RSO / TSM/ ZSM, if required, is to be borne by BAL and in case of FSE, CRO / CRE, RD, it is to be borne by thechannel partner.

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Index of Abbreviations

ARC - Airtel Relationship Centre

ASC - Airtel Service Centre

ASU - Airtel Sales University

BAL - Bharti Airtel Limited

CMO - Chief Marketing Officer

COO - Chief Operating Officer

CRE - Customer Relationship Executive

CRO - Customer Relationship Officer

CTH - Circle Training Head

CTL - Circle Training Lead

DH - Distribution Head

DST - Direct Sales Team

FSE - Field Sales Executive

FSU - Field Sales Unit

L&D - Learning and Development

MT - Modern Trade

PO - Purchase Order

PR - Purchase Requisition

RD - Rual Distributor

RLP - Role-based Learning Plan

RS - Rural Super

RSO - Rural Sales Officer

S&D - Sales & Distribution

S&M - Sales & Marketing

SM - Showroom Manager

TMC - Trainer & Master Coach

TSM - Territory Sales Manager

VAS - Value Added Services

ZBM - Zonal Business Manager

ZLT - Zonal Lead Trainer

ZSM - Zonal Sales Manager

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Centum Learning Limited, a Bharti associate, provides end-to-end learning and skill-building solutions to several large corporates. It provides solutions that impact business performance through enhanced employee productivity, customer profitability and effective talent transformation. Centum Learning has been adjudged as one of the ‘Top 15 Emerging Leaders in Training Outsourcing’ 2009 Worldwide. Focused on 'People and Processes', its solutions cover the entire spectrum ranging from Learning Process Outsourcing, Custom Content Development, Training through Blended Learning Programmes, Executive Coaching, Performance Coaching to Process management and Certification. It also focuses on building industry specific skills at the entry level for the service sector.

Designed by Communications & Brand, Centum Learning Limited.

Centum Learning LimitedNeelagagan, Mandi Road, Sultanpur, Mehrauli, New Delhi - 110030Tel: 91-11-46001100-01, Fax: 91-11-46001111E-mail: [email protected], Website: centumlearning.com

Centum Learning LimitedCentum Learning's unique strength lies in its rich experience in the learning and development domain across different industry verticals. With more than 400 learning and development specialists located pan India, Centum Learning currently works with Bharti Airtel and other Bharti Group companies like Bharti AXA Life Insurance, Bharti AXA Investment Managers, Bharti Wal-Mart, Bharti Retail, Bharti Infratel, Comviva Technologies, Bharti Del Monte, Bharti Realty and Bharti Foundation to impact business goals in a dynamic environment. Besides, Centum Learning partners a host of leading organisations such as American Express, Genpact, Maruti Suzuki, Delhi Airport, PepsiCo, HCL, Cummins, LG, JCB, Deutsche Bank, Motilal Oswal, Blue Dart, Kaya, CEAT, Everest Industries etc. In sum, Centum Learning is committed to being the most admired learning and skill development partner, enabling sustainable transformation.

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