Airtel Sales University

Transcript

One of the “Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Learning and Development Guide Airtel Mobile Services www.centumlearning.com One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Contents Purpose Statement Training Certification Ladder Learning Plan Sales Models Programme Detailers Reward & Recognition 00 00 00 00 00 00 Guidelines for Learning & Development Plan 00 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 / Grooming • Classroom Training TG Application of learning on the field • On-the-job Coaching • TSM to coach – Channel Partner Employees Skill-building Training • Selling Skills • Merchandising • Key Account Management Continuous Assessment and Annual Certification of the Channel Partner Employees 1 snoituloS gninraeL evitceffE rof ediuG 2 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. About Airtel Sales University Bharti 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 Task Execution Manual / Role Learning Plan WIN @ POP (Percentage SOGA & REI) Channel Recommendation Noticeability Reach & Productivity Engaged Team & KPIs VAS@Retail Customer Experience School of Product, Process & Technology School of Skill Building School of Market Place Implementation School of Sales Excellence BENCHMARKING & RESEARCH Content Training Sustenance Certification GOVERNING BODY 3 snoituloS gninraeL evitceffE rof ediuG Airtel Sales University Architecture School of Product, Process & Technology ! Foundation programme School of Skill Building ! Professional Selling Skills ! Merchandising ! VAS @ Retail ! Data based Selling ! Managing Experience @ Retail School of Market Place Implementation ! On-the-job training for creating School of Sales Excellence ! To build Programmes aimed at (Centum Learning) ! Update / Refresher programmes the ‘Coach’ (Centum Learning to TSM / RSO) ! On the field coaching (TSM / Programmes (ZSM) building capabilities of Sales Leadership Team (Expert Faculty & Centum Learning) RSO to FSE) (All by Centum Learning) ! Pre & Post Test ! Monthly JKQs ! Pre & Post Test ! Role Plays ! Business KPIs: ! Gross Add / FSE ! TRR / FSE ! Outlet opening / FSE ! PEF Compliance ! Work Place Projects ! Assessment & Certification by Measures (Web / SMS) panel ! Creation of content for the ! Creation of content ! Delivery of programmes ! Create the coaching framework ! Audit & monitor the rigor of ! Coordinate & identify the programmes external faculty Centum Learning's Role ! Create, execute & monitor JKQs ! Reporte JKQ Scores coaching ! Measure KPIs School of Bench Marking & Research 4 This school will be responsible for creating Bench Marks, sharing best Practices and would be responsible for Certification of the various Role Holders. This school works with all the other four schools of the university. One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Target Group A Field Sales Teams and Distribution Channels Mobility Sales Verticals Role Holders Prepaid Postpaid Own Retail Modern Trade 8 Pre FSE - Urban Pre FSE - Rural Pre TSM RSO RD ZSM RS Navratna Retailers Total 12142 5014 845 1159 15845 404 1375 11321 48105 2 Post FSE/ DST Post TSM 7053 270 5 Own Retail -TM 120 Own Retail - ZSM 51 Own Retail - Head 16 Own Retail - Manager 25 Showroom Manager 421 CRO/CRE 2472 MT TSM 1 25 Total 7323 Total 3105 Total 25 B Sales Leadership ZBMs + Vice President, Operations + Distribution Heads + Sales Heads: 200 Total unique role holders: 20 Total target group size: 58758 nos 5 snoituloS gninraeL evitceffE rof ediuG Target Group S. No. 1. - Capability Requirements Definition Ability to achieve targeted business results using fair competitive practices. Use standard sales approach to make sales calls. Ability to work effectively in the assigned market, ensure adequate coverage and reach of the products. Ensure adequate sales calls are made to key retailers. Ability to ensure maximum visibility of the brand in the market place. Identify and acquire strategic locations / points for display. Ability to build strong relationships with the trade & channel partners to garner maximum share of the market. Ability to gain maximum outcome of the planned promotional activity (Trade / Consumer) and evaluate effectiveness of the effort. Ability to manage critical information from the market place, analyze it to identify opportunities and threats. Communication of important information acquired at the market place. Ability to build a robust team to help achieve a big share of the market potential. Ability to develop and groom team members to grow in the system. Ability to understand the needs of a key relationship account , develop and nurture accounts to gain business. Ability to manage customer expectations by providing service as defined by Airtel Service Standards Capability Sales Planning & Achieving Sales Targets Managing Territory 2. 3. Market Visibility 4. Relationship Building 5. Promotions Management 6. Managing Information 7. Team Management 8. Managing Key Accounts 9. Customer Handling 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. Training Certification Ladder ed tifi er lC te Air Sales Champion Dummy text Dummy text Dummy text Dummy text Dummy text Dummy text Dummy text ti har B Sales Trainer Sales Coach Sales Expert Sales Practitioner Ability to convert customers using his Experience, Knowledge and Skills. Ability to successfully handle a territory using his Knowledge and Planning, Implementation & Reviewing skills. Ability to coach his subordinates / peers on Knowledge and Skills. Ability to train peers / subordinates and take them to a Practitioner’s level. 8 FSE – Postpaid JKQ JKQ JKQ Sales Practitioner Q6 Q5 Q4 Q3 Q2 Q1 Selling Skills (2 Days) Customer Handling (2 Days) Certification (1 Day) Data based Selling (1 Day) Refresher Product & Process (1 Day) Sales Refresher (1 Day) On-the-Job Coaching (2 Day) Q7 JKQ Sales Expert Q8 Assessment (1 Day) On-the-Job Coaching (2 Day) Foundation Programme (2 Days) TSM - Postpaid JKQ JKQ JKQ Sales Expert Q3 Q2 Q1 Advanced Selling Skills (2 Days) Channel Management (2 Days) Coaching (3 Days) Coaching (4 Days) Certification (1 Day) Customer Sensitivity (2 Days) Sales Coach Q6 Q5 Q4 Sales Refresher (1 Day) Data based Selling (1 Day) On-the-Job Coaching (2 Days) Q7 JKQ Sales Champion Q8 Assessment (1 Day) On-the-Job Coaching (2 Days) Foundation Programme (2 Days) 9 Conducted by Airtel Conducted by Centum Learning One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. FSE – Urban JKQ JKQ JKQ Sales Practitioner Q6 Q5 Q4 Q3 Q2 Q1 Selling Skills (2 Days) Market Visibility (2 Days) Certification (1 Day) Data based Selling (1 Day) Refresher Product & Process (1 Day) Sales Refresher (1 Day) On-the-Job Coaching (3 Day) Q7 JKQ Sales Expert Q8 Assessment (1 Day) Territory Management (1 Day) On-the-Job Coaching (3 Day) VAS@Retail (1 Day) On-the-Job Coaching (3 Day) Foundation Programme (2 Days) TSM - Prepaid JKQ JKQ JKQ Sales Expert Q3 Q2 Q1 Advanced Selling Skills (2 Days) Market Visibility (2 Days) Coaching (3 Days) Coaching (4 Days) Certification (1 Day) Sales Refresher (1 Day) Data based Selling (1 Day) Sales Coach Q6 Q5 Q4 Channel Management (2 Days) On-the-Job Coaching (2 Days) Q7 JKQ Sales Champion Q8 Assessment (1 Day) On-the-Job Coaching (2 Days) Foundation Programme (2 Days) Conducted by Airtel Conducted by Centum Learning 10 FSE – Rural JKQ JKQ JKQ Sales Practitioner Q6 Q5 Q4 Q3 Q2 Q1 Selling Skills (2 Days) Certification (1 Day) ASC Functioning (1 Day) Refresher Product & Process (1 Day) Data based Selling (1 Day) On-the-Job Coaching (3 Day) Sales Refresher (1 Day) On-the-Job Coaching (3 Day) Q7 JKQ Sales Expert Q8 Assessment (1 Day) Market Visibility (1 Day) On-the-Job Coaching (3 Day) Foundation Programme (3 Days) RSO JKQ JKQ JKQ Sales Expert Q3 Q2 Q1 Selling Skills (2 Days) Field Coaching (4 Days) Field Coaching (3 Days) Certification (1 Day) ASC Functioning (1 Day) Data based Selling (1 Day) Sales Coach Q6 Q5 Q4 Sales Refresher (1 Day) On-the-Job Coaching (2 Days) Q7 JKQ Sales Champion Q8 Assessment (1 Day) On-the-Job Coaching (2 Days) Foundation Programme (2 Days) 11 Conducted by Airtel Conducted by Centum Learning One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Learning Plan: 2009 - 2010 Mobility Sales 12 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Draft content, to be replaced. FSE – Urban Prepaid FSE (Channel Partner) - Prepaid Urban Training Life Cycle Year 1 Year 2 Profile of the FSE New Recruit at the Channel Partner Year 1 Certified FSE School of Product, Process & Technology Foundation Program ( 2 Days BLS) Ongoing Product & Process Training (ZSM) FSE Certified If scores >70% Ongoing Product & Process Training (ZSM) VAS @ retail & Customer Handling (1 Day BLS) Data Based Selling + Sales Refresher (1 Day BLS) Territory Management (1 Day BLS) School of School of School of Skill Benchmarking Market Place Building & Research Implementation Selling Skills (2 Days BLS) Market Visibility (2 Days BLS) Coaching (TSM) Coaching (TSM) Coaching (TSM) Coaching (TSM) Certification Year 1 (BLS) If scores < 70%, attends the same programs and comes back for certification Certified Certification Year 2 (BLS) 13 snoituloS gninraeL evitceffE rof ediuG Draft content, to be replaced. FSE – Rural Prepaid FSE (Channel Partner) – Rural Prepaid Training Life Cycle Year 1 Profile of the FSE Year 2 New Recruit at the Channel Partner Year 1 Certified FSE School of Product Process & Technology Foundation Program (2 Days BLS) Ongoing Product & Process Training (ZSM) ASC Functioning & VAS ( 1 Day BLS) Ongoing Product & Process Training (ZSM) School of Skill Building Selling Skills (2 Days BLS) FSE Certified If scores >70% Sales Refresher & Data Based Selling (1 Day BLS) Market Visibility (1 Day BLS) School of Market Place Implementation Coaching (TSM) Coaching (TSM) Coaching (TSM) Coaching (TSM) School of Benchmarking & Research Certification Year 1 (BLS) If scores < 70%, attends the same programs and comes back for certification Certified Certification Year 2 (BLS) 14 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Draft content, to be replaced. RSO Rural Sales Officer (Channel Partner) - Training Life Cycle Year 1 School of Product Process & Profile of the RSO Technology Year 2 New Recruit/ Promoted Year 1 Certified RSO Foundation Program (4 Days BLS) Ongoing Product & Process Training (ZSM) Ongoing Product & Process Training (ZSM) School of Skill Building ASC Functioning & VAS ( 1 Day BLS) Selling Skills & Field Coaching (3 Days BLS) FSE Certified If scores >70% Data Based Selling (1 Day BLS) Sales Refresher (1 Day BLS) School of Market Place Implementation Coaching (4 Days BLS) Coaching (4 Days BLS) School of Benchmarking & Research Certification Year 1 (1 Day BLS) If scores < 70%, attends the same programs and comes back for certification Certified Certification Year 2 (BLS) 15 snoituloS gninraeL evitceffE rof ediuG Draft content, to be replaced. TSM - Prepaid TSM – Prepaid Training Life Cycle Year 1 Profile of the TSM Year 2 New Recruit/ Promoted at BAL Year 1 Certified TSM School of Product, Process & Technology Foundation Program (2 Days BLS) Ongoing Product & Process Training (ZSM ) Ongoing Product & Process Training (ZSM ) VAS@Retail & Customer Sensitivity (1 Day BLS) School of School of School of Skill Benchmarking Market Place Building & Research Implementation Managing Sales & Field Coaching (3 Days BLS) Market Visibility (2 Day BLS) FSE Certified If scores >70% Channel Management (1 Day BLS) Data Based Selling (1 Day BLS) Sales Refresher (1 Day BLS) Coaching (2 Days BLS) Coaching ( 2 Days BLS) Coaching (2 Days BLS) Coaching (2 Days BLS) Certification Year 1 (1 Day BLS) If scores < 70%, attends the same programs and comes back for certification Certified Certification Year 2 ( BLS) 16 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Draft content, to be replaced. ZSM - Prepaid ZSM - Prepaid Training Life Cycle Year 1 Year 2 Profile of the ZSM New Recruit/ Promoted Year 1 Certified ZSM School of Product, Process & Technology School of School of School of Skill Benchmarking Market Place Building & Research Implementation ASC Functioning & VAS ( 1 Day BLS) Alchemist ( 3 Days BLS) Managing Business I (2 Days BLS) FSE Certified If scores >70% Coaching on Alchemist ( 1 Day BLS) Data Based Selling (1 Day BLS) Managing Business II (2 Day BLS) Certification Year 1 (BLS) If scores < 70%, attends the same programs and comes back for certification Certified Certification Year 2 (BLS) 17 snoituloS gninraeL evitceffE rof ediuG Draft content, to be replaced. FSE – Urban Postpaid FSE (Channel Partner) - Postpaid Urban Training Life Cycle Year 1 Profile of the FSE Year 2 New Recruit at the Channel Partner Year 1 Certified FSE Yes School of Product Process & Technology Foundation Program (2 Days BLS) Ongoing Product & Process Training (ZSM) Consultative Selling & CTA Parameters ( 1 Day BLS) Ongoing Product & Process Training (ZSM) School of Skill Building Selling Skills Program ( 2 Days BLS) Customer Handling ( 2 Days BLS) FSE Certified If scores >70% Sales Refresher (1 Day BLS) School of Market Place Implementation Coaching (TSM) Coaching (TSM) Coaching (TSM) Coaching (TSM) School of Benchmarking & Research Certification Year 1 (BLS) If scores < 70%, attends the same programs and comes back for certification Certified Certification Year 2 (BLS) 18 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Draft content, to be replaced. TSM - Postpaid TSM - Postpaid Urban Training Life Cycle Year 1 Profile of the TSM Year 2 New Recruit/ promoted at the BAL Year 1 Certified TSM School of Product Process & Technology Ongoing Product & Process Training (ZSM) Foundation & Managing Sales (3 Days BLS) FSE Certified If scores >70% Ongoing Product & Process Training (ZSM) Data Products & Application ( 1 Day BLS) School of Skill Building Managing Channel ( 2 Days BLS) Customer Sensitivity (2 Day BLS) Sales Refresher (1 Day BLS) School of Market Place Implementation Coaching (2 Days BLS) Coaching (4 Days BLS) Coaching (4 Days BLS) School of Benchmarking & Research Certification Year 1 (1 Day BLS) If scores < 70%, attends the same programs and comes back for certification Certified Certification Year 2 (BLS) 19 snoituloS gninraeL evitceffE rof ediuG Draft content, to be replaced. Modern Trade - TSM Modern Trade – TSM Training Life Cycle Year 1 Year 2 Profile of the TSM New Recruit/ Promoted School of Product Process & Technology Foundation Program (2 Days BLS) Ongoing Product & Process Training (ZSM) VAS@Retail &One Airtel ( 1 Day BLS) School of School of School of Skill Benchmarking Market Place Building & Research Implementation Key Account Management (2 Days BLS) Certification Year 1 20 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Draft content, to be replaced. Own Retail - TSM Own Retail – TSM Training Life Cycle (New Roleholder in the Learning Plan) Year 1 Year 2 Profile of the TSM New Recruit/ Promoted School of Product Process & Technology Change Management ( 1 Day BLS) Own Retail Product Offerings ( 1 Day BLS) Ongoing Product & Process Training (ZSM) School of School of School of Skill Benchmarking Market Place Building & Research Implementation Team Building & People Management (2 Day BLS) Coaching (2 Days BLS) Coaching (2 Days BLS) 21 snoituloS gninraeL evitceffE rof ediuG Draft content, to be replaced. ZSM – Own Retail / Postpaid ZSM – Own Retail/Postpaid Training Life Cycle Year 1 Year 2 Profile of the ZSM New Recruit/ Promoted Year 1 Certified ZSM School of Product, Process & Technology Change Management (1 Day BLS) Own Retail Product Offerings (1 Day BLS) School of School of School of Skill Benchmarking Market Place Building & Research Implementation Alchemist ( 3 Days BLS) Managing Business I (2 Days BLS) FSE Certified If scores >70% Coaching on Alchemist (1 Day BLS) People Management (1 Day BLS) Managing Business II (2 Days BLS) Certification Year 1 (BLS) If scores < 70%, attends the same programs and comes back for certification Certified Certification Year 2 (BLS) 22 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Draft content, to be replaced. Own Retail – Showroom Manager Own Retail – Show Room Manager Training Life Cycle (New Roleholder in the Learning Plan) Year 1 Year 2 Profile of the Show Room Manager New Recruit/ Promoted School of Product Process & Technology Change Management ( 1 Day BLS) Ongoing Product & Process Training (ZSM) School of School of School of Skill Benchmarking Market Place Building & Research Implementation Sales Refresher One Airtel (2 Days BLS) People Management (2 Days BLS) Coaching (2 DayS BLS Coaching (2 Days BLS) 23 snoituloS gninraeL evitceffE rof ediuG Draft content, to be replaced. Own Retail – Franchisee Manager Own Retail – Franchisee Owner/Manager Training Life Cycle (New Roleholder in the Learning Plan) Year 1 Year 2 Profile of the Franchisee Owner New Recruitment School of Product Process & Technology Change Management ( 1 Day BLS) Own Retail Product Offerings ( 1 Day BLS) Ongoing Product & Process Training (ZSM) 24 School of School of School of Skill Benchmarking Market Place Building & Research Implementation One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Draft content, to be replaced. Own Retail - CRO Own Retail – CRO/CRE Training Life Cycle (New Roleholder in the Learning Plan) Year 1 Year 2 Profile of the CRO/CRE New Recruit/ Promoted School of Product Process & Technology Change Management ( 1 Day BLS) Championing Product ( 2 Days BLS) Championing Product ( 2 Days BLS) School of School of School of Skill Benchmarking Market Place Building & Research Implementation Selling Skills (2 Days BLS) 25 snoituloS gninraeL evitceffE rof ediuG Draft content, to be replaced. Rural Distributor Rural Distributor – Training Life Cycle Year 1 Year 2 Profile of the RD New Recruit School of Product Process & Technology Foundation Program ( 1 Day BLS) Ongoing Product & Process Training (RSO) School of School of School of Skill Benchmarking Market Place Building & Research Implementation Selling Skills (2 Days BLS) Merchandising & Managing Business (1 Day BLS) 26 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Draft content, to be replaced. Channel Partners Channel Partners – Training Life Cycle (New Roleholder in the Learning Plan ) Navratna Retailers Profile of the Trainee Rural Super New Recruit School of Product Process & Technology Ongoing Product & Process Training (RSO) School of School of School of Skill Benchmarking Market Place Building & Research Implementation Foundation Program & VAS (0 .5 Day BLS) Managing Customer & Increasing Counter Sales (0.5 Day BLS) Foundation & Channel Engagement (1 Day BLS) 27 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Sales Models for Airtel Mobile Services 28 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Sales Model for PrePaid Mobile Services Pre SIGNORS PrePaid Market Sales & Service Model Pre sales preparation Start with greeting Identify selling opportunity Get sales order Negotiate & close deal 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 OPEL New Outlet Acquisition Model Outlet Selection Proposal Discussion Eliminate Doubts Lead to Close OPEL Model 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. 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. 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. Outlet Merchandising Relationship building Service Effectively Pre SIGNORS Model 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. snoituloS gninraeL evitceffE rof ediuG Sales Model for PostPaid Mobile Services GLADDEN Counter Sales & Service Model The description of each step of GLADDEN as below: Greet Listen Acknowledge Develop understanding through clarification Do solution Proposition Eliminate doubts Negotiate to close and evolve relationship GLADDEN Model GoGETSALE PostPaid Market Sales & Service Model S – Solution Proposition 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. A – Acknowledge and Eliminate doubts The ensure the good quality of sale it is important to ask the customer, if he / she has any doubts about the solution proposed. L – Lead to Close Finally, with the signs that that show customers interest a sales call can be closed. E – Evolve a Relationship 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: 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. 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 indepth 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: Go – Ground Zero office preparation This elaborates all the preparation required at office and before entering the customer premises to make a sales call successful and well researched. G – Greet and Introduce 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. E – Engage to gain interest Through this step the salesperson gradually develops the customers interest in taking the conversation forward. T – Test needs through questioning 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. 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 !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. 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 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Programme Detailers 31 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Prepaid Mobile Services 32 snoituloS gninraeL evitceffE rof ediuG RSO, Rural Foundation Programme Rural 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. What do the participants gain? By the end of this programme, the participants will be able to: ! Understand & explain the different terms used in the Telecom industry ! Develop conviction and pride in being part of the organization Programme Highlights ! Overview of telecom basics, rural markets and an RSO’s role ! Tailor-made for the Airtel RSO with each module drawing ! 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 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- 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 doing gap ! Pre & post tests coupled with certification assessments to Why RISE ? 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. ensure transfer of learning ! Highly interactive methodology comprising role plays, discussions, case studies etc. to keep the learners actively involved the learning process. 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 Business Benefits } The programme equips the participants with a structured approach to selling in the rural context, leading to the following business benefits: managing his distribution channel Reduction in lag time in New Town Launches Selection of ‘right-fit’ channel partners and sales force (RS, RD, FSE) } Workplace Application The programme finds high application for sales teams involved in increasing distribution width / sales in the rural context. } Increase in the sales conversion ratio through the use of Airtelspecific sales processes Increase in visibility and sales through effective merchandising } Implementation of a rigorous system to ensure high productivity of the channel } Who should attend? The programme is highly recommended for fresher RSOs or experienced sales officers who are making an entry into the rural market. } High-task orientation and focus in RSO towards goals leading to enhanced productivity } Duration: Four Days One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. FSE, Rural Foundation Level For 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 marketspecific modules and techniques will help the FSE plan his sales strategy better. What do the participants gain? By the end of this programme, the participants will be able to: ! 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 ! Covers the entire width & depth of the subject – products, working of Airtel ! Understand the methodology of merchandising in the processes, sales approach and soft skills ! Ample drill & practice sessions to bridge the learning-doing rural context ! Adopt a structured sales approach ! Learn about Airtel-specific sales approach to ensure 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. Business Benefits } 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 ! The program equips the participants with a structured approach to selling in the rural context, leading to the following business benefits: Workplace Application The program finds high application teams involved in increasing distribution width / sales in the rural context. Programme Highlights Overview of telecom basics, rural markets and an FSE’s role ! 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 ! Increase in the sales conversion ratio through the use of Airtel-specific sales processes } Implementation of a rigorous system to ensure high productivity of the channel } Increase in visibility and sales through effective merchandising Increased market penetration by using a robust system for market coverage and outlet selection/classification. } Greater confidence in FSEs while interacting with customers, thus leading to higher conversions } } Who should attend? The program is highly recommended for fresher FSEs or experienced sales officers who are making an entry into the rural market. Duration: Three Days 34 snoituloS gninraeL evitceffE rof ediuG TSM, Urban Foundation Level Operational Excellence for Urban Territory 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. What do the participants gain? By the end of this programme, the participants will be able to: ! 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 Programme Highlights ! Tailor-made for the Airtel Urban pre-paid TSM with each being offered by Airtel Pre-paid Mobile segment ! State the importance of adherence to process ! Perform relevant selection & management activities for module drawing from the whats & hows of his day-to-day life ! Covers the entire width & depth of the subject – products, FSEs & Distributors ! Demonstrate ‘Pre - SIGNOR’ - The Airtel Sales Approach processes, sales approach and management skills ! Ample drill & practice sessions to bridge the learning-doing gap ! Pre & post tests coupled with certification assessments to to increase sales ! Apply ‘OPEL’ Approach for new outlet acquisition ! Explain how to maintain different reports required to ensure transfer of learning ! Highly interactive methodology comprising role plays, enable effective monitoring and feedback discussions, case studies etc. to keep the learners actively involved the learning process. to keep the learners actively involved the learning process. Learning Methodology The Program uses a highly interactive methodology of activities, simulations, exercises & discussions through scripts, real life case studies, illustrations to ensure transfer of learning. Unique interaction modals like Pre – SIGNOR and OPEL have also been used effectively. Customized for the TSM’s Needs 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. Business Benefits } } The program equips the participants with a structured approach to selling pre-paid products & services in the Urban Market, leading to the following business benefits: Clear understanding or roles & responsibilities leading to focus on goals & managing his team Implementation of a rigorous system to ensure high productivity Reduction in lag time in New Town Launches and New Outlet Acquisitions } Enhanced productivity } Workplace Application The program finds high application for TSMs involved in managing FSEs & distributors for success in the Urban pre-sales segment. Selection of ‘right-fit’ distributors and sales force Increase market penetration through new outlet acquisition } } } Who should attend? The program is highly recommended for Urban Territory Sales Manager (Pre-paid Segment). 35 Increase in the sales conversion ratio through the use of Airtel-specific sales processes } Duration: Two Days One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Professional Selling Skills RSO 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. What do the participants gain? By the end of this programme, the participants will be able to: ! Be more effective in his core functions such as Territory Management and Sales Planning. ! Demonstrate ‘Pre - SIGNORS’ - The Airtel Way of doing business Programme Highlights ! Recap of Airtel products and processes ! Tailored for the Airtel pre-paid RSOs who have an ! ! ! 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 ! ! 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 opportunities and threats ! Improve his leadership skills and be more effective in coaching and mentoring his team members. Learning Methodology 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. Business Benefits } The program trains the participants on effective selling practices and leadership skills taking them to a higher level in terms of performance and productivity. This would result in a number of business benefits: Workplace Application This advanced program on professional selling skills will help the RSO to be a more effective leader and improve his ability to manage sales in his territory. Why Professional Selling Skills ? 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. 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 } Effective demonstration of skills leading to higher confidence } } Who should attend? The program is recommended for RSOs who have already attended the foundation program and have a basic understanding of Airtel’s products, processes and methodologies. As he imbibes more leadership qualities and skills, he will be able to motivate his sales team to deliver better results } By coaching and mentoring the rural sales team, the RSO can help them become better professionals and achieve higher levels of productivity and efficiency Duration: Two Days 36 snoituloS gninraeL evitceffE rof ediuG PARICHAY Introduction to Airtel Pre-paid business Training 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’. 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. ! Business Benefits } The program equips the participants with a structured approach to selling and managing in the rural context leading to the following benefits to the business: Increased sales effectiveness & visibility on account of following a structured sales approach } Enhanced productivity, increased market penetration and outlet share Effective territory management by the RS/RD leading to better market penetration } } } Why Parichay ? 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. Effective implementation of processes on account of good processes knowledge and coaching practices } Better quality of sale and more confidence due to good product knowledge What do the participants gain? By the end of this programme, the participants will be able to: ! Outline the history of growth of the Bharti group and state its brand essence Programme Highlights Simple methodology with no dependencies on hi-tech electronic Audio/Visual aids, making it infrastructure independent & easy to execute at any place in rural India ! 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 / ! The program leverages unique & creative tools that are easy to use and effective in skills building: ! 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 ! Covers Airtel products, processes, sales approach and Expansion ! Explain the different reports that need to be maintained for effective control and feedback Workplace Application The program finds high application for Rural Supers and Rural Distributors involved in managing their sales territory. responsibilities of the RS/RD Who should attend? Duration: One Days 37 The program is highly recommended for fresher RS/RDs to induct them well into Airtel as well as the dynamics of the rural market. One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Professional Selling Skills FSE 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 indepth understanding 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). Business Benefits } The program trains the participants on effective selling practices, taking them to a higher level in terms of performance and productivity. The business benefits are: Improved understanding of one’s territory ensures adequate coverage and reach of the products } Effective demonstration of skills leading to better customer interactions & ultimately higher conversions A structured approach to sales planning helps in achieving targeted business results } Programme Highlights ! 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 Seamless use of Airtel acquisition methodologies leading to a higher success rate } (Pre – SIGNORS and OPEL) ! Training on managing the territory, including opening of Innovative Learning Methodology 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 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 What do the participants gain? By the end of this programme, the participants will be able to: ! Follow a systematic and structured approach to sales planning ! ! ! ! Why Parichay ? ‘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. Workplace Application This advanced program on selling skills will help the FSE be more professional and refine his sales approach. It takes the sales executive to the next level in sales skills and competencies, thus ensuring greater success in his transactions. and territory management Develop expertise in Airtel’s structured Sales Approach– “Pre - SIGNORS” Develop skills in Airtel’s New Outlet Acquisition ApproachOPEL 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 Who should attend? The program is recommended for Rural FSEs who have already attended the foundation program and have a basic understanding of Airtel’s products, processes and methodologies. Duration: Three Days 38 snoituloS gninraeL evitceffE rof ediuG Professional Selling Skills TSM 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. Learning Methodology 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. Programme Highlights ! Recap of Airtel products and processes ! Tailored for the Airtel Urban pre-paid TSMs who have an What do the participants gain? By the end of this programme, the participants will be able to: ! Revise their knowledge of Airtel’s products and processes ! Demonstrate ‘Pre - SIGNOR’ - The Airtel Way of doing 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 business ! Apply the ‘OPEL’ approach for new outlet acquisition ! Learn to accurately capture and analyze the data collected 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 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 Why Professional Selling Skills ? 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. Business Benefits } The program trains the participants on effective selling practices and leadership skills taking them to a higherlevel in terms of performance and productivity. This would result in a number of business benefits: coaching and mentoring his subordinates. Workplace Application This advanced program on professional selling skills will help the TSM to be a more effective leader and improve his ability to manage sales in his territory. 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 } 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 } Effective demonstration of skills leading to higher confidence By coaching and mentoring his team members, the TSM can help them become better professionals and achieve higher levels of productivity and efficiency } } } Who should attend? The program is recommended for Urban TSMs who have already attended the foundation program and have a basic understanding of Airtel’s products, processes and methodologies. Duration: Three Days One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Learning Methodology Professional Selling Skills FSE 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. 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 ? puzzles and games Crossword ? and innovative exercises at every step Role plays ? Use of interesting illustrations and real-life case studies Programme Highlights ! Overview of Airtel products and processes ! Tailored for the Airtel Urban pre-paid FSEs who have an What do the participants gain? By the end of this programme, the participants will be able to: ! 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, 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 analyze it to identify opportunities and threats. ! Develop expertise in Airtel’s structured Sales Approach– 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 “Pre - SIGNOR” ! Develop skills in implementation of the New Outlet Acquisition Approach- OPEL ! Identify problems and issues at every step during sales and translate their learning into real life Why Professional Selling Skills ? 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. Business Benefits } } The program trains the participants on effective selling practices, taking them to a higher level in terms of performance and productivity. This would result in a number of business benefits: 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 Clarity of one’s role & responsibility leading to smooth working & high motivation and ultimately to low attrition } Workplace Application This advanced program on selling skills will help the FSE be more professional and refine his sales approach. It takes the sales executive to the next level in sales skills and competencies, thus ensuring greater success his transactions. Improved knowledge of products and procedures would increase the confidence of FSEs, thus leading to better customer interactions & ultimately higher conversions Seamless use of Airtel acquisition methodologies leading to a higher success rate } Who should attend? Effective demonstration of skills leading to higher confidence } The program is recommended for Urban FSEs who have already attended the foundation program and have a basic understanding of Airtel’s products, processes and methodologies. Duration: Two Days 40 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Postpaid Mobile Services 41 snoituloS gninraeL evitceffE rof ediuG TSM - Urban Foundation Level Operational Excellence for Urban Territory 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. Methodology The Program uses a highly interactive methodology of activities, simulations, exercises & discussions through scripts, real-life case studies, illustrations to ensure transfer of learning. Unique interaction modals like ‘GOGETSALE’ have also been used effectively. Programme Highlights ! Tailor-made for the Airtel Urban post-paid TSM ! Covers the entire width & depth of the subject – products, ! ! ! ! ! What do the participants gain? By the end of this programme, the participants will be able to: ! Understand the vision, values & brand essence of Bharti 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 learningdoing 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. 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 The Objectives 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. Business Benefits } The program equips the participants with a structured approach to selling postpaidproducts & services, leading to the following business benefits: coaching and mentoring his subordinates. Clear understanding or roles & responsibilities leading to focus on goals & managing his team. Enhanced quality of sales through mapping of customer’s needs with that of the products’ features, advantages & benefits. } Implementation of a rigorous system to ensure high productivity. Increase in the sales conversion ratio through the use of Airtelspecific sales processes. } Workplace Application The program finds high application for TSMs involved in managing FSEs & distributors for success in the pre-sales segment. } } } As the TSM becomes a more effective leader, he will be able to motivate his sales team to deliver better results. } By coaching and mentoring his team members, the TSM can help them become better professionals and achieve higher levels of productivity and efficiency. Who should attend? The program is highly recommended for the Territory Sales Managers (post-paid segment), particularly those who have recently taken on a managerial role. Duration: Three Days One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Professional Selling Skills Urban 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. Methodology 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. Programme Highlights ! 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 ! ! ! ! ! What do the participants gain? By the end of this programme, the participants will be able to: ! State the features, advantages & benefits of post paid 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. products & services offered by Airtel Mobile segment. ! To explain the process of need generation in customers ! ! ! ! The Objectives 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. Business Benefits } 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 ‘GOGETSALE’. Demonstrate the filling of various Sales formats. The program aims at developing a clear understanding of Airtel Mobility’s post paid-products and training the participants to demonstrate customer need analysis for selling & effective sales. The benefits include: Workplace Application 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. 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. } Implementation of a rigorous system ensuring high productivity. Increase in visibility and sales. } 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 Airtelspecific sales processes. Who should attend? 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. } } Greater confidence in FSEs while} interacting with customers, thus leading to higher conversions. Duration: Two Days 43 snoituloS gninraeL evitceffE rof ediuG Success In sales Urban 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. Business Benefits Programme Highlights ! Tailor-made for the Airtel Urban post-paid DSA/CAS FSE } The program aims at equipping the participants with the necessary skills for enhancing his performance at the workplace. Taken forward, the following benefits can accrue: with each module aimed at his effective induction in Airtel. ! Covers the entire width & depth of the subject – industry, Greater confidence in FSEs while interacting with customers, thus leading to higher conversions. } Speedy induction into the ‘Airtel way of life’ and hence faster ramp up on } 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. Consistency of customer experience in accordance with the brand attributes of Airtel as all FSEs talk the same language. Increase in visibility and sales. } Higher instances of ‘First time right’ and hence minimization of learning errors. Higher level of customer satisfaction in the post-paid segment of mobility. } } } Methodology 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. What do the participants gain? By the end of this programme, the participants will be able to: ! State the Vision, Values & Brand Essence of Bharti Airtel. ! Explain different terms used in the mobility segment of the Telecom industry. Why ‘Success in Sales’? 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. ! Explain the importance of his role and responsibilities as an FSE. ! List the attributes, skills and knowledge required to be an Workplace Application 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. effective FSE. Mobile segment the sales preparation phase. ! Explain the products & tariff plans being offered by Airtel ! Understand & explain the importance of the elements of ! Understand & explain the ‘Airtel Sales detailer’. ! Learn the process of filling CAF. Learning and Development Mandate Airtel Mobile Services Who should attend? ! 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. The program has been designed for Field Sales Executives who have recently joined and are involved in outbound sales of post-paid products. Duration: Three Days www.centumlearning.com One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Dial-a-Postpaid For the Call Center Executive 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-aPostpaid’. 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. Methodology Programme Highlights ! 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. The program effectively uses facilitator led discussions, drill-practice & role plays complemented with work book exercises to ensure transfer of learning. What do the participants gain? By the end of this programme, the participants will be able to: ! 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 Business Benefits } application of the same to the selling process. The program aims at developing a clear understanding of Dial-a-Postpaid in the CCE. Taken forward, the following benefits would accrue: ! Demonstrate the use of CRM in Dial-a-Postpaid. Workplace Application 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. Why Dial-a-Postpaid? 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. Excellent understanding of the Dial-a-Postpaid concept, process & application thus ensuring effective lead generation at the call center. } } } Quality leads would also Better word-of-mouth publicity by} lead to lowering of sales Improved customer satisfaction. through cold calling and thus better sales conversion ration. the post-paid customers leading to more referrals and lead generations. Development of effective} telephone, communication, probing & query resolution skills which are in fact life skills. Knowledge built of Airtel post-paid products & skills built on the CRM application leading to enhanced productivity of the CCE Effective lead generation leading to higher probability of sales conversion and enhanced productivity } Who should attend? The program is suited for CCEs involved in promoting ‘Diala-Postpaid’ services and managing all related customer calls. } Duration: Three Days 45 www.centumlearning.com snoituloS gninraeL evitceffE rof ediuG M-Commerce on Airtel Introduction to Airtel’s mobile money 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 callcenter 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. 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. Methodology The program uses facilitator led discussions, work book exercises and presentations to ensure knowledge building & transfer of learning to the participants. What do the participants gain? By the end of this programme, the participants will be able to: ! Describe m-commerce on Airtel. ! Discuss credit/debit card registration process. ! List the steps of post-paid bill payment and pre-paid Programme Highlights ! 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 banking processes 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. 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. Workplace Application 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 who handle mcommerce related calls. Why M-Commerce on Airtel? 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 ‘MCommerce on Airtel’ program provides the CCEs with all the relevant knowledge and information to carry out these Business Benefits } The program aims at developing a clear understanding of Airtel’s m-commerce application & customer management tool in the CCE. The following benefits would accrue: Effective customer query resolution leading to higher credibility of the tool } Excellent understanding of the mCommerce concept, process & application to ensure error free transactions at the call center. } Who should attend? The program is ideal for CCEs involved in resolution of mcommerce related queries & complaints. 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. } Improved customer satisfaction. } } Skills built on the m-commerce} process & application leading to enhanced productivity of the CCE. Duration: One Days One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Modern Trade 47 snoituloS gninraeL evitceffE rof ediuG Sales Promoter Foundation 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. Learning Methodology 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. Programme Highlights ! Specially created for sales executives/promoters at Airtel ! ! ! ! ! ! What do the participants gain? By the end of this programme, the participants will be able to: ! Know more about the Airtel and develop ownership 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. 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, upselling, cross-selling etc. The Objectives 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. Business Benefits } } Workplace Application The program aims at equipping the participants with the necessary tools and aids which he can use to sell effectively. Taken forward, the following benefits can accrue: 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. } 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. Who should attend? The program has been designed for Sales Executives/Promoters at promotion counters in supermarkets or large departmental stores. Increase in the sales conversion ratio through the use of Airtelspecific sales processes. } Increase in visibility and sales through effective merchandising. } Enhanced quality of sales through mapping of customer’s needs with that of the products’ features. } Duration: Two Days 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 Learning Passport Certificate of Excellence has been awarded the title of for successfully completing on-the-job coaching. L E A R N I N G Date: Circle / Hub: Bharti Airtel Limited Sanjeev Duggal CEO & Executive Director Centum Learning Limited PA S S P O R T Issued by Centum Learning Limited T R O P S S AP detimiL gninraeL mutneC yb deussI G N I N R A E L lagguD veejnaS rotceriD evitucexE & OEC detimiL gninraeL mutneC .gnihcaoc boj-eht-no gnitelpmoc yllufsseccus rof ecnellecxE fo etacifitreC fo eltit eht dedrawa neeb sah detimiL letriA itrahB :buH / elcriC :etaD 50 Three secrets to Success 51 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. Guidelines for the Learning & Development Plan: 2009-2010 52 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. 1 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 Process: S. No. 1. Step / Activity Centum Learning, Zonal Lead Trainer (ZLT) to discuss with the respective BAL ZBM and freeze a firm calendar for next month and a rolling calendar for next two months of the zone and submit to the Centum Learning, Circle Training Head (CTH) 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 Responsibility Centum Learning ZLT & BAL ZBM TAT 22nd of every month Escalation to CTH & BAL Distribution Head 2. Centum Learning CTH CTH 24th of every month 24th of every month 26th of every month 26th of every month 28th of every month 28th of every month BAL Hub - CMO & Head - L&D BAL Hub - CMO & Head - L&D Point # 6 3. 4. 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 CTH 5. CTH 6. Centum Learning Hub Lead Centum Learning Hub Lead 7. 53 snoituloS gninraeL evitceffE rof ediuG 2 ZSM - Product & Process Training Guiding 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 Process: S. No. 1. Step / Activity Put a request for the refresher content to the Centum Learning CTH Lead Responsibility BAL ZSM TAT 7 Working Days in Advance 2 Working Days in Advance Escalation to 2. Centum Learning to provide content to ZSMs atleast two working days in advance of the refresher class and if required booting to be given to ZSMs Circle specific customization with respect to Products / Processes / Systems etc. would be customized to each CTH requirement by the Centum Learning SPOC in the CTH Centum Learning CTH Centum Learning CTH BAL ZSM BAL Distribution Head 3. 4. ZSM to submit the ‘Attendance Sheet’ of the participants to Centum Learning CTH with a copy to ZBM Centum Learning to conduct JKQ on a monthly basis to check the product / process knowledge and gap Within 48 hrs of the training programme Monthly ZBM 5. Centum Learning CTH 54 One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. 3 Coaching Guidelines for TSM & TMC Guiding 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 Centum Learning TMC Coaching Process: S. No. 1. Step / Activity Basis the load chart, TMC to inform the TSM about his visit plan atleast seven days in advance with a copy to ZSM / ZBM / ZLT TMC to fix a location of the meeting with TSM, ensuring that both attend the Distributor Gate meeting Coaching report to be submitted / uploaded within 48 hours Responsibility TMC TAT 7 Working Days in Advance 2 Working Days in Advance Within 48 hrs of the training programme Escalation to 2. TMC & TSM 3. TMC Centum Learning TMC Coaching Process: S. No. 1. Step / Activity Prepare a PJP for covering the FSE in the beginning of the month and submit the same to ZLT / CTH Lead with CC to ZBM / ZSM TSM / RSO to start the coaching from the Distributor location in the morning, after conducting the Gate Meeting. (must to carry the Coaching Diary) Submit the coaching report to the ZSM & ZLT with cc to ZBM Responsibility TSM / RSO TAT By 24th of previous month Escalation to 2. TSM / RSO 3. TSM / RSO Within 48 hrs of Coaching Bi-Monthly BAL Distribution Head 4. Audit to be done by the ZLT / CTH to check the understanding of the coaching model TMC 55 snoituloS gninraeL evitceffE rof ediuG 4 Other Guidelines 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 56 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. The Circle HR Training Coordinators to organise venue, ensure participation and provide necessary administrative support. 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. The training programs should be scheduled across the week and not concentrated on the weekends (Friday / Saturday / Sunday). 90% of the training to take place at in-house venues like Distributors / Centum Learning / BAL premises; avoid hiring venues wherever possible. Skill building sessions would be conducted by Centum Learning 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 are updated regularly. Any cancellation of training program/ coaching to be intimated in writing (email) to Centum Learning CTH Lead, three working days in advance, otherwise a cancellation cost of 50% will be charged. A defined certification path has been planned which needs to be adhered to for certification of this group. 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. 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 JKQs that would be conducted for TSM / RSO and channel partner employees. The channel partner (FSEs, RDs, and CRO/CREs) to be charged Rs. 275/- per day / participant / training day Printing of all learning tools (workbooks, sales aids etc) to be printed by Centum Learning and billed to BAL CTHs. The bill for content creation charges would be raised centrally and debited proportionately among all CTHs. Any additional cost incurred for developing learning aids, sales aids would be distributed proportionately among all CTHs on a regular basis. HR training coordinator to support participation of the respective TSM/ZSM in training programmes. One of the "Top 15 Emerging Leaders in Training Outsourcing" 2009 worldwide. 17. 18. 19. 20. 21. 22. 23. 24. HR Training coordinator to coordinate with TSMs for the Channel Partner programs ZBM / ZSM / TSM / RSO / Sales Head to support participation in programs involving BAL and Channel partner employees. At least VP -Operations should be present during the program. A senior member from the Sales team to inaugurate all the programs and set participants’ expectations before training begins. Centum Learning to manage data of BAL and Channel Partner employees undergoing training and keep track of the entire certification process. 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 be maintained systematically to ensure that the certification path is being followed. 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 days each). Then the necessary decision can be taken by the Distributor / TSM / ZSM / Centum Learning (in case such teams are on their rolls) All new TSMs / ZSMs to undergo the Foundation Program as soon as they join the organization. A newly appointed TSM/ RSO would work in the field on the following conditions,as a pre-requisite for undergoing NHIP: a. b. c. d. ZSM to brief him on his role and expectations. ZSM to align existing TSM / RSO for market visits over the next 2-3 days to understand market operations & sales management practices. ZSM to set up a meeting with Zonal CSD team to understand post acquisition processes in the customer life cycle. ZSM to set up meetings with local Network team to understand basic technologies and coverage- related issues in the Territory, the TSM / RSO has been aligned 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 the channel partner. 57 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 58 Centum Learning Limited 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. Centum 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. Deans... Centum Learning Limited Neelagagan, Mandi Road, Sultanpur, Mehrauli, New Delhi - 110030 Tel: 91-11-46001100-01, Fax: 91-11-46001111 E-mail: [email protected], Website: centumlearning.com Designed by Communications & Brand, Centum Learning Limited.