Download - 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
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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
Guide for Effective Learning Solutions
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
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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
Guide for Effective Learning Solutions
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
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Transform to Grow...
7
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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
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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)
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
Certification(1 Day)
SalesRefresher(1 Day)
Assessment(1 Day)
JKQ
JKQ
JKQ
JKQ
Refresher -Product &
Process(1 Day)
On-the-JobCoaching(2 Day)
On-the-JobCoaching(2 Day)
FSE – Postpaid
CustomerHandling(2 Days)
Data basedSelling(1 Day)
Conducted by Centum LearningConducted by Airtel9
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Q1 Q2
Q3Q4
FoundationProgramme
(2 Days)
SellingSkills
(2 Days)
Sales Expert
Sales Practitioner
Q5Q6
Q7Q8
Certification(1 Day)
SalesRefresher(1 Day)
TerritoryManagement
(1 Day)
VAS@Retail(1 Day)
Assessment(1 Day)
JKQ
JKQ
JKQ
JKQ
Refresher -Product &
Process(1 Day)
On-the-JobCoaching(3 Day)
On-the-JobCoaching(3 Day)
FSE – Urban
MarketVisibility(2 Days)
Data basedSelling(1 Day)
On-the-JobCoaching(3 Day)
TSM - Prepaid
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
MarketVisibility(2 Days)
ChannelManagement
(2 Days)
Certification(1 Day)
Sales Coach
JKQ
Data basedSelling(1 Day)
On-the-JobCoaching(2 Days)
On-the-JobCoaching(2 Days)
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
Certification(1 Day)
Data basedSelling(1 Day)
SalesRefresher(1 Day)
MarketVisibility(1 Day)
Assessment(1 Day)
JKQ
JKQ
JKQ
JKQ
Refresher -Product &
Process(1 Day)
On-the-JobCoaching(3 Day)
On-the-JobCoaching(3 Day)
FSE – Rural
On-the-JobCoaching(3 Day)
Q1 Q2
Q3Q4
FoundationProgramme
(2 Days)
SellingSkills
(2 Days)
ASCFunctioning
(1 Day)
Sales Champion
Q5Q6
Q7Q8
Certification(1 Day)
Data basedSelling(1 Day)
Assessment(1 Day)
JKQ
JKQ
JKQ
JKQ
On-the-JobCoaching(2 Days)
RSO
Sales Expert
FieldCoaching(4 Days)
FieldCoaching(3 Days)
Sales Coach
On-the-JobCoaching(2 Days)
Conducted by Centum LearningConducted by Airtel
SalesRefresher(1 Day)
11
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Learning Plan: 2009 - 2010Mobility Sales
12
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
FSE – Urban Prepaid
Year 1 Year 2
FSE (Channel Partner) - Prepaid Urban Training Life Cycle
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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
Certification Year 2 (BLS)
VAS @ retail & Customer Handling
(1 Day BLS)
Ongoing Product & Process Training (ZSM)
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
Guide for Effective Learning Solutions
FSE – Rural Prepaid
Year 1 Year 2
FSE (Channel Partner) – Rural Prepaid Training Life Cycle
Sch
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Certification Year 1 (BLS)
Certification Year 2 (BLS)
Coaching (TSM)
Foundation Program
(2 Days BLS)
Sales Refresher& Data Based
Selling (1 Day BLS)
Coaching (TSM)
ASC Functioning & VAS
( 1 Day BLS)
New Recruit at the Channel Partner
Coaching (TSM)
Ongoing Product & Process Training (ZSM)
Ongoing Product & Process Training (ZSM)
Year 1 Certified FSE
Coaching (TSM)
Selling Skills (2 Days BLS)
Certified
Market Visibility (1 Day BLS)
If scores < 70%, attends the
same programsand comes back for certification
FSE CertifiedIf scores >70%
Draft content, to be replaced.
14
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
RSO
Year 1 Year 2
Rural Sales Officer (Channel Partner) - Training Life Cycle
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Ongoing Product & Process Training (ZSM)
Coaching (4 Days BLS)
Ongoing Product & Process Training (ZSM)
Coaching (4 Days BLS)
Certified
ASC Functioning & VAS
( 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
Certification Year 2 (BLS)
Foundation Program
(4 Days BLS)
Sales Refresher (1 Day BLS)
If scores < 70%, attends the
same programsand comes back for certification
FSE CertifiedIf scores >70%
Draft content, to be replaced.
15
Guide for Effective Learning Solutions
TSM - Prepaid
Year 1 Year 2
TSM – Prepaid Training Life Cycle
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Certified
Ongoing Product & Process Training (ZSM)
Certification Year 1
(1 Day BLS)
Ongoing Product & Process Training (ZSM)
Foundation Program
(2 Days BLS)
Coaching ( 2 Days BLS)
Coaching (2 Days BLS)
Year 1 Certified TSM
New Recruit/Promoted at BAL
Certification Year 2 (BLS)
Coaching (2 Days BLS)
Managing Sales & Field Coaching
(3 Days BLS)
Channel Management (1 Day BLS)
Coaching (2 Days BLS)
Market Visibility (2 Day BLS)
Sales Refresher
(1 Day BLS)
VAS@Retail & Customer Sensitivity
(1 Day BLS)
Data Based Selling
(1 Day BLS)
If scores < 70%, attends the
same programsand comes back for certification
FSE CertifiedIf scores >70%
Draft content, to be replaced.
16
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
ZSM - Prepaid
Year 1 Year 2
ZSM - Prepaid Training Life Cycle
Sch
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Managing Business I
(2 Days BLS)
Managing Business II
(2 Day BLS)
Alchemist ( 3 Days BLS)
New Recruit/Promoted
Certification Year 1 (BLS)
Year 1 Certified ZSM
Certification Year 2 (BLS)
Certified
Data Based Selling
(1 Day BLS)
Coaching on Alchemist
( 1 Day BLS)
ASC Functioning & VAS
( 1 Day BLS)
If scores < 70%, attends the
same programsand comes back for certification
FSE CertifiedIf scores >70%
Draft content, to be replaced.
17
Guide for Effective Learning Solutions
FSE – Urban Postpaid
Year 1 Year 2
FSE (Channel Partner) - Postpaid Urban Training Life Cycle
Sch
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Ongoing Product & Process Training (ZSM)
Certification Year 1 (BLS)
Selling Skills Program ( 2 Days
BLS)
Certification Year 2 (BLS)
Year 1 Certified FSE
Sales Refresher (1 Day BLS)
Certified
Foundation Program
(2 Days BLS)
Coaching (TSM)
New Recruit at the Channel Partner
Coaching (TSM)
Ongoing Product & Process Training (ZSM)
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
FSE CertifiedIf scores >70%
Draft content, to be replaced.
18
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
TSM - Postpaid
Year 1 Year 2
TSM - Postpaid Urban Training Life Cycle
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Certification Year 1
(1 Day BLS)Certified
Coaching (4 Days BLS)
Coaching (2 Days BLS)
New Recruit/promoted at the
BAL
Customer Sensitivity
(2 Day BLS)
Data Products & Application
( 1 Day BLS)
Ongoing Product & Process Training (ZSM)
Foundation & Managing Sales (3 Days BLS)
Certification Year 2 (BLS)
Managing Channel ( 2 Days BLS)
Coaching (4 Days BLS)
Year 1 Certified TSM
Ongoing Product & Process Training (ZSM)
Sales Refresher (1 Day BLS)
If scores < 70%, attends the
same programsand comes back for certification
FSE CertifiedIf scores >70%
Draft content, to be replaced.
19
Guide for Effective Learning Solutions
Modern Trade - TSM
Year 1 Year 2
Modern Trade – TSM Training Life Cycle
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Key Account Management(2 Days BLS)
Ongoing Product & Process Training (ZSM)
VAS@Retail &One Airtel
( 1 Day BLS)
Foundation Program
(2 Days BLS)
Certification Year 1
Draft content, to be replaced.
20
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Own Retail - TSM
Year 1 Year 2
Own Retail – TSM Training Life Cycle (New Roleholder in the Learning Plan)
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Coaching (2 Days BLS)
Team Building &People
Management(2 Day BLS)
Ongoing Product & Process Training (ZSM)
Change Management ( 1 Day BLS)
Coaching (2 Days BLS)
New Recruit/Promoted
Own Retail Product Offerings
( 1 Day BLS)
Draft content, to be replaced.
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Guide for Effective Learning Solutions
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)
Certification Year 1 (BLS)
New Recruit/Promoted
Certification Year 2 (BLS)
Certified
Managing Business I
(2 Days BLS)
Own Retail Product Offerings
(1 Day BLS)
Coaching on Alchemist
(1 Day BLS)
Managing Business II
(2 Days BLS)
If scores < 70%, attends the
same programsand comes back for certification
FSE CertifiedIf scores >70%
Draft content, to be replaced.
22
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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
Change Management ( 1 Day BLS)
New Recruit/Promoted
Ongoing Product & Process Training (ZSM)
Coaching (2 Days BLS)
Draft content, to be replaced.
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Guide for Effective Learning Solutions
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
Ongoing Product & Process Training (ZSM)
Own Retail Product Offerings
( 1 Day BLS)
Change Management ( 1 Day BLS)
Draft content, to be replaced.
24
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Own Retail - CRO
Year 1 Year 2
Own Retail – CRO/CRE Training Life Cycle (New Roleholder in the Learning Plan)
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New Recruit/Promoted
Selling Skills (2 Days BLS)
Change Management ( 1 Day BLS)
Championing Product
( 2 Days BLS)
Championing Product
( 2 Days BLS)
Draft content, to be replaced.
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Guide for Effective Learning Solutions
Rural Distributor
Year 1 Year 2
Rural Distributor – Training Life Cycle
Sch
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Selling Skills(2 Days BLS)
Foundation Program
( 1 Day BLS)
New Recruit
Ongoing Product & Process Training (RSO)
Merchandising & Managing Business
(1 Day BLS)
Draft content, to be replaced.
26
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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
Draft content, to be replaced.
27
Sales Modelsfor
Airtel Mobile Services
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
28
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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
Guide for Effective Learning Solutions
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
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Training Outsourcing" 2009 worldwide.
Programme Detailers
31
PrepaidMobile Services
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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:
}}
}}
}
}
}
Guide for Effective Learning Solutions
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,
processes, sales approach and soft skills
Overview of telecom basics, rural markets and an FSE’s role
Programme Highlights
!
!
!
!
!
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, illustrations, quizzes, case studies etc.
To keep the learners actively involved the learning process.
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
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
By the end of this programme, the participants will be able to:
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:
}}
}}
}
}
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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,
discussions, case studies etc. to keep the learners actively
involved the learning process. to keep the learners actively
involved the learning process.
Tailor-made for the Airtel Urban pre-paid TSM 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 management skills
Ample drill & practice sessions to bridge the learning-doing gap
Pre & post tests coupled with certification assessments to
ensure transfer of learning
Programme Highlights
What do the participants gain?
Learning Methodology
Workplace Application
!
!
!
!
!
!
!
!
!
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
By the end of this programme, the participants will be able to:
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.
Guide for Effective Learning Solutions
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
Programme Highlights
What do the participants gain?
Learning Methodology
Workplace Application
!
!
!
!
!
!
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.
By the end of this programme, the participants will be able to:
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.
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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
Programme Highlights
What do the participants gain?
Workplace Application
!
!
!
!
!
!
!
!
!
!
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
By the end of this programme, the participants will be able to:
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:
}}
}
}
}
}
Guide for Effective Learning Solutions
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
understanding of Airtel’s approach to acquisition
Rigorous training on company’s successful sales practices
(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
Interactive methodology to keep the participants involved
and translate their learning into real life
!
!
!
!
!
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
Programme Highlights
What do the participants gain?
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
By the end of this programme, the participants will be able to:
Duration: Three 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 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
Seamless use of Airtel acquisition methodologies leading to a higher success rate
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:
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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
understanding of Airtel’s approach to acquisition
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
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
Programme Highlights What do the participants gain?
Workplace Application
Learning Methodology
!
!
!
!
!
!
!
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.
By the end of this programme, the participants will be able to:
Duration: Three Days
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
Effective demonstration of skills leading to higher confidence
Seamless use of Airtel acquisition methodologies leading to a higher success rate
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.
Guide for Effective Learning Solutions
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
understanding of Airtel’s approach to acquisition
Rigorous training on company’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
Certification assessments to ensure transfer of learning
Interactive methodology to keep the participants involved
and translate their learning into real life
Programme HighlightsWhat do the participants gain?
Workplace Application
Learning Methodology
!
!
!
!
!
!
!
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
By the end of this programme, the participants will be able to:
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
Effective demonstration of skills leading to higher confidence
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
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40
PostpaidMobile Services
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Training Outsourcing" 2009 worldwide.
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
Covers the entire width & depth of the subject – products,
processes, sales approach and management skills
Application of FABing to understand the features,
advantage, benefits of Airtel post-paid products
An entire day devoted to training on “coaching and
leadership 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
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.
By the end of this programme, the participants will be able to:
Duration: Three Days
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:
}}
}
}
}
}
}
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.
Guide for Effective Learning Solutions
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.
Programme Highlights
What do the participants gain?
Workplace Application
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.
By the end of this programme, the participants will be able to:
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.
Increase in the sales conversion ratio through the use of Airtel-specific sales processes.
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:
}}
} }
}
}
}
}
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.
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Guide for Effective Learning Solutions
Learning and DevelopmentMandateAirtel Mobile Services
www.centumlearning.com
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.
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
Methodology
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!
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.
By the end of this programme, the participants will be able to:
Duration: Three Days
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:
}}
}
}
}
}
}
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.
Programme Highlights
What do the participants gain?
Workplace Application
Methodology
!
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!
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.
By the end of this programme, the participants will be able to:
Duration: Three Days
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:
}}
}
}
}}
}
}
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
www.centumlearning.com
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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.
Programme Highlights
What do the participants gain?
Workplace Application
Methodology
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!
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!
!
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.
By the end of this programme, the participants will be able to:
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.
}
}
} }
}
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.
Guide for Effective Learning Solutions
Modern Trade
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Guide for Effective Learning Solutions
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
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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?
Workplace Application
Learning Methodology
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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.
By the end of this programme, the participants will be able to:
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 the sales conversion ratio through the use of Airtel-specific sales processes.
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.
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Reward &Recognition
49
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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
Centum Learning Limited
Certificate of Excellence Learning Passport
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
Centum Learning Limited
50
Three secrets to Success
51
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
Guidelines for theLearning & Development Plan:2009-2010
52
One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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.
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Guide for Effective Learning Solutions
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
2 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
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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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
7 Working Daysin Advance
2 Working Daysin Advance
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
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Guide for Effective Learning Solutions
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.
4
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One of the "Top 15 Emerging Leaders in
Training Outsourcing" 2009 worldwide.
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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