my market_ my retailer

8/8/2019 My Market_ My Retailer

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Welcome

DSR Prepaid Training Programme ,Program Release 1s June 2010


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&Introduction Workshop Expectations


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Have we met before?


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Your name and your family

Your work experience

/Your favorite Leader Role Model

Your Expectations from the program

Introduction


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

Session I : Overview of Reliance Communication

Session II : Understanding My Role & Responsibilities

Session III : A Day in the Life of a DSR- CPC- Sales Kit Preparation- Grooming for Success

Session IV : Market Working- A B C D of Market Working

Session V : Smart Selling
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Big Picture and Me


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Why are we here today?

Video : Goal


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Telecom Sector!Telecom Sector!


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Airtel

Vodafone

Tata

BSNL

IDEA

Its a Battlefield out there!

Market Share

Reliance

Capture & Rule

Gun for Counter Market ShareGun for Counter Market Share
http://images.google.co.in/imgres?imgurl=http://www.gamingblog.org/images/mortal-kombat-armageddon-unreal_52.jpg&imgrefurl=http://www.gamingblog.org/entry/mortal-kombat-viii-underway-likely-to-support-unreal-engine-3/&usg=__houCQC7bgBcNaGjcTOKvx1KB6I4=&h=318&w=425&sz=26&hl=en&start=8&um=1&tbnid=UdQ4w03ZMjgX9M:&tbnh=94&tbnw=126&prev=/images?q=Mortal+Combat&um=1&hl=en&sa=Nhttp://images.google.co.in/imgres?imgurl=http://gaygamer.net/images/pewter_trophy_lrg.jpg&imgrefurl=http://gaygamer.net/2008/07/uncharted_trophies_explained.html&usg=__jYW1WE8EtjoweCbAt81mPeLH7eY=&h=323&w=300&sz=15&hl=en&start=2&um=1&tbnid=XKUvV4MExeA0FM:&tbnh=118&tbnw=110&prev=/images?q=Trophy&um=1&hl=enhttp://images.google.co.in/imgres?imgurl=http://www.fantom-xp.com/wallpapers/18/Mortal_Kombat_-_Subzero.jpg&imgrefurl=http://www.fantom-xp.com/wp_18__Mortal_Kombat_-_Subzero.html&usg=__WzmqFjmRWkLZkd5UhNQmmOzCk4Q=&h=768&w=1024&sz=149&hl=en&start=7&um=1&tbnid=_Ev8epNRClaYNM:&tbnh=113&tbnw=150&prev=/images?q=Mortal+Combat&um=1&hl=en&sa=Nhttp://images.google.co.in/imgres?imgurl=http://gaygamer.net/images/pewter_trophy_lrg.jpg&imgrefurl=http://gaygamer.net/2008/07/uncharted_trophies_explained.html&usg=__jYW1WE8EtjoweCbAt81mPeLH7eY=&h=323&w=300&sz=15&hl=en&start=2&um=1&tbnid=XKUvV4MExeA0FM:&tbnh=118&tbnw=110&prev=/images?q=Trophy&um=1&hl=enhttp://images.google.co.in/imgres?imgurl=http://gaygamer.net/images/pewter_trophy_lrg.jpg&imgrefurl=http://gaygamer.net/2008/07/uncharted_trophies_explained.html&usg=__jYW1WE8EtjoweCbAt81mPeLH7eY=&h=323&w=300&sz=15&hl=en&start=2&um=1&tbnid=XKUvV4MExeA0FM:&tbnh=118&tbnw=110&prev=/images?q=Trophy&um=1&hl=enhttp://images.google.co.in/imgres?imgurl=http://gaygamer.net/images/pewter_trophy_lrg.jpg&imgrefurl=http://gaygamer.net/2008/07/uncharted_trophies_explained.html&usg=__jYW1WE8EtjoweCbAt81mPeLH7eY=&h=323&w=300&sz=15&hl=en&start=2&um=1&tbnid=XKUvV4MExeA0FM:&tbnh=118&tbnw=110&prev=/images?q=Trophy&um=1&hl=enhttp://images.google.co.in/imgres?imgurl=http://www.fantom-xp.com/wallpapers/18/Mortal_Kombat_-_Subzero.jpg&imgrefurl=http://www.fantom-xp.com/wp_18__Mortal_Kombat_-_Subzero.html&usg=__WzmqFjmRWkLZkd5UhNQmmOzCk4Q=&h=768&w=1024&sz=149&hl=en&start=7&um=1&tbnid=_Ev8epNRClaYNM:&tbnh=113&tbnw=150&prev=/images?q=Mortal+Combat&um=1&hl=en&sa=Nhttp://images.google.co.in/imgres?imgurl=http://lh5.ggpht.com/thuongnhan1987/SGOSM4_-32I/AAAAAAAAAak/Qw4i3qNRvYs/Mortal%20Combat_29.jpg&imgrefurl=http://g-wallpaper.blogspot.com/2008/06/mortal-combat-wallpaper-part-2.html&usg=__yDMNgIDW-DXFBhtqM-oogy6xvDk=&h=1024&w=1536&sz=532&hl=en&start=10&um=1&tbnid=f5rvit0j9LW4hM:&tbnh=100&tbnw=150&prev=/images?q=Mortal+Combat&um=1&hl=en&sa=Nhttp://images.google.co.in/imgres?imgurl=http://www.gamingblog.org/images/mortal-kombat-armageddon-unreal_52.jpg&imgrefurl=http://www.gamingblog.org/entry/mortal-kombat-viii-underway-likely-to-support-unreal-engine-3/&usg=__houCQC7bgBcNaGjcTOKvx1KB6I4=&h=318&w=425&sz=26&hl=en&start=8&um=1&tbnid=UdQ4w03ZMjgX9M:&tbnh=94&tbnw=126&prev=/images?q=Mortal+Combat&um=1&hl=en&sa=Nhttp://images.google.co.in/imgres?imgurl=http://totalmortalkombat.alphalink.com.au/MKDASUM1.JPG&imgrefurl=http://ca.msnusers.com/KillaMortalKombatRpg&usg=__jlPoK7pws7eucVDUzRZPybPHckU=&h=534&w=450&sz=24&hl=en&start=3&um=1&tbnid=N9W9QMz2f184PM:&tbnh=132&tbnw=111&prev=/images?q=Mortal+Combat&um=1&hl=en&sa=N


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Video Think Bigger Think Better


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


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

A. True B. FalseA. True


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A. Financial Services B. Energy & Infrastructure

C. Entertainment D. All of these

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

D. All of these


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A. 20 million customers B. 30 million customers

C. 100 million customers D. 70 million customers

RCOM has a customer base of ___________

C. 100 million customers


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Simply Reliance unlimited CDMA national Pack is available at _____

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


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RCOM offers CDMA & GSM Services to its customers

B. FalseA. TrueA. True


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Simply Reliance is one of the offerings of the RCOM group

B. FalseA. TrueA. True


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Complete range of telecom services, , , .Mobile Hello Data PCO etc

-Offering nationwide dual technology CDMA& GSM services

Unmatched Simplicity of implyReliance Largest network covering a billion people

in India

Reliance Communication


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!imply Reliance !imply Reliance


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Retailers

Customers

Distributors

RCOM

Sells to

Sell to

Sell to

DSR

Distribution Model


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,My Role My Opportunity


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-Activity Expectations from My Role

DistributorExpectations

Company xpectations

RetailerExpectations

repaidManagerExpectations


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EffectiveMarket Working

Sell toNew & Existing

Retailers

Servicethe

Retailers

BuildRelationships

Open New Outlets

URO s & UAO s

My Responsibilities in DSR Role


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Reliance DSR Retailer

! Win the Battle Ground
http://en.wikipedia.org/wiki/Image:VodafoneNewLogo.jpg


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Retailer

You are an IMPORTANTconnection

between Reliance and the

DSR


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Day in My LifeDay in My Life


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orning meeting lanning your Day

arket Working ales Closure eporting

A Day in My Life

each Office ontime


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Get Started


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Report to the Distributor Point for Gate Meeting9.30 am

10.15 am Leave the Distributor Point for Beat

Start Beat10.45 am

Complete Beat and head back to Distributor pointPlan for the next Day6.00 pm

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


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Morning Meeting

Know your Target for the Day

Know your Flavor for the Day SKU preference / Special Activity

Now,Head for your BEAT


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Key Activities :


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Sales Preparation


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Discussion Point


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Sales KitGrooming

Outlet WiseExpansion

CPC Knowledge

Components of Sales Preparation

Stock / SR Update
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ompany Knowledge roduct Knowledge

ompetitor s Knowledge

Knowledge


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CPC Quiz


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Grooming and Personal Hygiene


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What does the appearance tell you about a person?


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.rooming involves

t s up to you tot s up to you torojectroject,he image,he imageou wish others to seeou wish others to see


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Personal Hygiene

void Body Odour void Bad Breath void Shabby Look

Have bath daily

Use deodorant

Brush daily

Avoid strong,smelling foods

/tobacco gutkha

&Keep hair shortcombed

Shave regularly

&Maintain cleanshort nails


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Dressing

Clothes ocks and Shoes Accessories

&Clean Ironedclothes

&Keep shirt buttonedtucked inColour coordinate clothes

Use clean socks

Wear Polished Shoes. Wear min

accessories


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Can you go and sell to a Retailer empty handed?

Sales Kit

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


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tock in required amount / / / / ER Paper RCVs SIMs Handsets GSKs romotional Material - , ,s Brochure Recharge Schemes Trade Scheme erchandising kit , Updated Brochures Danglers etc / &Cash Cheque collection pouch Bill Book

Stationery : , , , , , / ,Cello tape glue scissors staplers markers Pens pencils,Eraser Note pad

etailer Card know Your retailers performance thru &USH PULLMS

Sales Kit


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PUSH N PULL SMS


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You shouldnt get on theYou shouldnt get on the

Field without Sales Kit !!!Field without Sales Kit !!!


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Market Working

B C DB C D of Market Working


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:In this session you will be able to

Understand Importance of Beat Working

- Work Towards Counter Share Leadership

- Apply Smart Selling Techniques

- Service Retailers Query through LIST Technique

Session Objectives


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A -- Lead thru /cquisition /cquisitionctivationctivation & of UAO URO s -- Effective eat Workingeat Working C -- Gaining ounter Shareounter Shareeadershipeadership -- isciplineiscipline ,on Accuracy

&Completeness Timeliness

B C DB C D of Market Working


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& &Acquisition Activations of New URO sUAO s

A C D C D of Market Working


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Defining Outlets to be targeted for new outlet opening ( /UA O URO per/ )ay per DSR

Identifying all otential outlets ( ) .competition or others not working with us Reducing -rop outs from new outlets opened - -Continuity of active outlets month on month

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

xample : , ,in a month if we open 100 new outlets but 20 of these new outlets( . / ) &drop out ie do not continue doing sales or achieve URO UAO norms another

,30 of the existing active outlets become inactive then NET Outlets ADDED wouldbe only 0 nos .

.Acquisition is about

Opening New Outlets(Appointing new outlets & placing

stocks)

Reducing New OutletChurn

(Reducing drop-outs from newoutlets opened)

Increasing ActiveOutlets Consistency

(Continuity of active outlets month-on-month)


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Beat Working

- B D D of Market Working


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Discussion Point

o you plan your market working?

/ind of things you plan need to plan?


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hich are the A class outlets you have in your territory

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


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id you locate any new outlets in your beat?

! !o I didn t have the time

o Yo u N ee d a B e a t P la n ?


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Impact of Beat Planning

STARPerformer

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


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

STARPerformer


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STARPerformer.retailer complaint outlet wise I also talk about forthcoming product launches


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.Following your Beat can enable you to work smartly

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

& Importance of Beat Planning Working

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


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Story of Hari and Ramu


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Retailer Location

Sector 14

Sector 1Sector 2

Sector 20

Sector 3

Sector 18

Sector 19

Sector 7

Sector 23

Start of Day

Beat PlanSector 6

Lets look at the Haris journey plan, considering that he coversSec 3,6,7,14, 23. Do you think this journey plan is effective? Why?


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Sector 14

Sector 1Sector 2

Sector 20

Sector 3

Sector 18

Sector 19

Sector 7

Sector 23

Sector 6

By the End of Day...


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Retailer Location

Sector 14

Sector 1Sector 2

Sector 20

Sector 3

Sector 18

Sector 19

Sector 7

Sector 23

Start of Day

Beat PlanSector 6

Now let us look at Ramus journey plan. How do you think this journey plan is differentfrom the previous one?


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Sector 14

Sector 1Sector 2

Sector 20

Sector 3

Sector 18

Sector 19

Sector 7

Sector 23

Sector 6

By the End of Day...

Heem

erges

asa

winner..

.


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Route planning helps

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

Cover priority retailers first

Systematize the sales process

( )Route planning maximizes ROTI Return on Time Invested

Benefits of Route Planning


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Counter Share Leadership thru Smart Selling

BB C of Market Working


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1

2

3

4

5

6- etailer Full Call

Showcase Role Play


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SMART Selling Process

/Greet the retailer retailoutlet staff

Analyse stocks at the outlet

&Order Booking Range selling

Issue Resolution

Complete merchandisingactivities

Close the call

Nurture the partnershipver timeuring a sales call

1

2

3

4

5

6

-Relationshipbuildinghappens at

everystepof this

!process


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.ample Statements to start the initial conversation with the customer , ..Sir Kya haal Hai

Aur Business kaise chal raha hai

Have you heard about the new trade scheme

.. Namaste Lalaji kya haal hai Kal

# :Step 1 Greetings

1

reet the retailer uild Rapport


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Step # 1: Greetings : 4x20 rule

20 steps

20 seconds

20 inches

20 words

that you take towards the person

of interaction with the person

of your appearance

that you say
http://www.clipart.com/en/close-up?o=3987353&memlevel=A&a=a&q=First&k_mode=all&s=1&e=36&show=&c=&cid=&findincat=&g=&cc=&page=&k_exc=&pubid=


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Drill and Practice


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Components of Pre Entry Check

Cu

st

om

er

se shop&en visit next outlet as per beat plan return

ers inside the shop

Re

ta

il

er etailer

Is the Retailer at desk? Mood of the Retailer Me

rc

ha

nd

is

ingisibility of Brand Reliance

Display inside the shop

Suitable areas for merchandising


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# : Step 2 Stock Analysis The Data

etailer Order BookGSK RSIM RCV 10 RCV 20 RCV 50 RCV 100 ER

-Sales Day3

3 1 30 20 5 3 22002

:For making this decision What would he have to do? What kind of information would you need?

How much order will you book for Day 4


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Sales

How much was sold?

Stock

SKU remaining stock

Moving SKUs

-Non moving SKUs

# : Step 2 Stock Analysis Check

2


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The Retailer Card helps you

Plan

plit targets

ocus on product lines

&ecord Sales Stock data2


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fy the benefits that you can gain from Competition s sales aON POINT


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:The retail outlet

A popular telecom retailer

:Average Footfalls per day 100

COM SKUs sold Last Month: :Total Activations per month 20

: . ,Total ER per month Rs 80 000

-Handsets 3

-RSIM 5

# : &Step 3 Order Booking Range selling


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

Total

Activations 20 30 50 40 10 10 160

Handsets 3 0 5 15 0 50 73

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

% / What is the counter share your product line v s Competition ?%ounter Share .No of SKU of RCOM

.Total No ofSKU at Counter

* 100
http://www.google.co.in/imgres?imgurl=http://telematicsnews.files.wordpress.com/2009/05/bsnl-logo1.jpg&imgrefurl=http://telematicsnews.wordpress.com/2009/05/19/india-bsnl-launches-next-generation-network-services/&usg=__Gi70W-qYMtWMQBIAr6fVO97gXFE=&h=299&w=320&sz=12&hl=en&start=1&itbs=1&tbnid=ddlPlgAFwM77hM:&tbnh=110&tbnw=118&prev=/images?q=bsnl+logo&hl=en&sa=G&gbv=2&tbs=isch:1http://en.wikipedia.org/wiki/Image:VodafoneNewLogo.jpg


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Your Target

Your Target is tomaintain :

20 % of Counter Share Leadership !


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Probe about last week s sale

To identify causes of sales variations

Use general and specific questions

& Which products are doing well why?

Which products are not doing well and why?

Gather information about competitor s stocks

3

Familiaritywith the retailer helpsin gathering Market !feedback

..Getting Market Feedback


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:Steps for proposing a solution

Identify how much retailer wants to buy

Tally it with the calculation of the same

Motivate the retailer to increase sales

Persuade the retailer to keep additional stock

Quote positive examples of other retailers

# : ..Step 3 contd Proposing the Solution

5

Show the retailer you care!


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:Steps for negotiating a solution

Refer to the retailer s average sales

Refer to other retailers sales

Discuss impact of current company promotions

- -Emphasize benefits of avoiding out of stock situations

# : Step 3 contd Proposing the Solution

5Reinforce the Powerof !One


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:Analyse the Retailer s Customers

# :Step 3 Range Selling

5


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:Order Booking The Steps

,nform the retailer about schemes whether he buys!r not

Show

tartwithRefer

Communicate5

aunch Pack

romoted Pack

etailer Card

arketing Plan


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# & :Steps 2 3Analysing Stocks and Market Feedback

2

3

Role Play


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Merchandise as per company guidelines

Identify potential display sites within the outlet

Seek permission from the retailer to start merchandising activities

Ensure SKUs are clean

,Maintain POP POS and hired displays

# :Step 4 Merchandising Activities

4


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5

# : Step 5 Handling Retailers Doubts and Objections

isten to the customer solate the issue olve the problem and ake Feedback

:roup DiscussionWhat kind of doubts and objections do you typically

face?


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# :Step 5 Proposing and Negotiating Solutions

5

Role Play


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Discuss general issues if any

&Summarise close as per discussion

Conduct the physical transaction

Collect the cash

Deliver the SKUs as per the suggested order quantity

# :Step 6 Closing the Call

6


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# :Step 6 Order Booking and Closing the Call

6

Role Play


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:Smart Selling A Summary

/Greet the retailer retailoutlet staff

Analyse stocks at the outlet

&Order Booking Range selling

Issue Resolution

Complete merchandisingactivities

Close the call

Nurture the partnership

ver timeuring a sales call1

2

3

4

5

6


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Can I analyze my own performance and increase my sales?

Of course YOU

CAN!
http://www.clipart.com/en/close-up?o=3042897&memlevel=C&a=a&q=sales%20man&k_mode=all&s=217&e=252&show=&c=&cid=&findincat=&g=&cc=&page=7&k_exc=&pubid=


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Benefits of ReportsReport

Learning $

Time

$ $ $ $

$

Time$ $ $

Analyze

Plan

$ $

$$

$

Remember Discipline means


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Remember Discipline means

Timeliness , Accuracy & Completeness of reportingTimeliness , Accuracy & Completeness of reporting

No Plans = No SalesNo Plans = No SalesGrowthGrowth

No Sales Growth = NoNo Sales Growth = No

SuccessSuccessNo Success = No ProfessionalNo Success = No ProfessionalGrowthGrowth


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Key Points to Remember

1. Know your Products

2. Know your Competitors

3. Plan your day in advance

4. Know your targets

5. Reach the market on time and before your competitors

6. Maintain a good relationship with your retailers

7.
http://www.clipart.com/en/close-up?o=892016&memlevel=B&a=a&q=Remember&k_mode=all&s=1&e=36&show=&c=&cid=&findincat=&g=&cc=&page=&k_exc=&pubid=


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Recap


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Program Summary

Success in Distribution depends on 4 factors

AvailabilitailabiliteachachExtracttractisibsibilitylity


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Action Plan

Three things that you will start doing

Three things that you will stop doing .


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Overview - KRA

SR KRA.l Parameter Target Ach % age2 Activations

3 New UAOs

3 New UROs

4 %Reduce age of UROs with less thanRs 500 daily opening balance

5 CAF pickup within 72 hours

6 Effective Scheme

(Communication within time+ )period acknowledgement

7 Incentive Settlement withacknowledgement

8 Merchandising in all the outlets


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!Thank You

my market_ my retailer

Documents