recognising the sales force eureka forbes ltd

8/8/2019 Recognising the Sales Force Eureka Forbes Ltd

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Eureka Forbes Ltd.Eureka Forbes Ltd.

Presented ByPresented By

Abhishek Kumar DubeyAbhishek Kumar Dubey

&&

GokulGokul


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About Eureka ForbesAbout Eureka Forbes

EFL was started in 1982 as a joint ventureEFL was started in 1982 as a joint venturebetween the Forbes (India) Group andbetween the Forbes (India) Group andElectrolux of Sweden.Electrolux of Sweden.

Business under Mr. SureshBusiness under Mr. Suresh GoklaneysGoklaneysleadership .leadership .

EFL installed a market barometer system inEFL installed a market barometer system in2003 .2003 .


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Company ProfileCompany Profile

The products basically coverThe products basically cover Vacuum Cleaners,Vacuum Cleaners,Water Purifiers, and Air Purifiers.Water Purifiers, and Air Purifiers.

EmployeesEmployees 9,4009,400 Workplace locationsWorkplace locations 243243

Business unitsBusiness units 44

Unique rolesUnique roles 106106


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Sales ApproachSales Approach

Involves three steps:Involves three steps:

Cold calls are madeCold calls are made

Product demonstrations conducted,Product demonstrations conducted, Euro Cleans (Vacuum Cleaners) and AquaEuro Cleans (Vacuum Cleaners) and Aqua

guards (Water Purifiers) are then sold by theguards (Water Purifiers) are then sold by theEFL

field sales force.EFL

field sales force.


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Why not retail?Why not retail?

Selling the concepts relied on extensiveSelling the concepts relied on extensive

presentation, demonstration, and customerpresentation, demonstration, and customerobjection handling.objection handling.

It can only be done through considerableIt can only be done through considerable

human interaction and there ishuman interaction and there is

just one place thatjust one place that customers havecustomers have

this time on hand:this time on hand: at homeat home..


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ORGANIZATIONORGANIZATION


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Roles and ResponsibilitiesRoles and Responsibilities

(at regional level)(at regional level)

Customer Sales Specialist (Euro Champ)Customer Sales Specialist (Euro Champ)

Group LeaderGroup Leader

Team Leader

Team Leader

Head Customer Response CentresHead Customer Response Centres

Deputy Division Sales ManagerDeputy Division Sales Manager (DDSM);(DDSM);

Division Sales ManagerDivision Sales Manager (DSM)(DSM)

Area Sales Manager (ASM) andArea Sales Manager (ASM) and Senior DivisionSenior Division

Sales ManagerSales Manager (SDSM)(SDSM)

Regional Sales Manager (RSM)Regional Sales Manager (RSM)


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The EFL Sales OrganizationThe EFL Sales Organization

EFL is split into 3 geographical regions, each led by aEFL is split into 3 geographical regions, each led by aCOO.COO.Common central functions of finance, HR, marketing,Common central functions of finance, HR, marketing,

SCM, IT

and BD support all 3 divisions.SCM, IT

and BD support all 3 divisions.

The Euro Champ, who is the customer sales specialistThe Euro Champ, who is the customer sales specialisttakes the product to the customers homes,takes the product to the customers homes,

demonstrates it, and closes the sale.demonstrates it, and closes the sale.

Four EuroChamps make up a group led by a groupFour EuroChamps make up a group led by a groupcustomer sales specialist who functions as group leader.customer sales specialist who functions as group leader.


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The EFL Sales OrganizationThe EFL Sales Organization Group leaders also have sales quotas.Group leaders also have sales quotas.

Team leaders oversee 2 groups, 1 in which they function asTeam leaders oversee 2 groups, 1 in which they function asthe group leader.the group leader.

Each head of a CRC (HCRC) oversees 3 team leaders.Each head of a CRC (HCRC) oversees 3 team leaders.

The Euro Champ is focused solely on sales. The next threeThe Euro Champ is focused solely on sales. The next threelevels above him need to sell and manage.levels above him need to sell and manage.

HCRCs are managed by DDSMs or DSMsHCRCs are managed by DDSMs or DSMs

The DDSMs and DSMs by the SrDSMs or ASMs whoThe DDSMs and DSMs by the SrDSMs or ASMs whoreport, in turn, to a regional head.report, in turn, to a regional head.


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The Euro champThe Euro champ

Attitudes and skills required by the EuroAttitudes and skills required by the Euro

champchamp

Minimum 2 years university education, graduatesMinimum 2 years university education, graduatesare preferredare preferred

High achievement driveHigh achievement drive

Reasonable spoken communicationReasonable spoken communicationand interpersonal skillsand interpersonal skills

PerseverancePerseverance

Financial requirementsFinancial requirements


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Routine Activities of aRoutine Activities of a

Euro ChampEuro Champ

1.1. Morning field meeting.Morning field meeting.

2.2. Cold calling.Cold calling.

3.3. Daily activity reports, depositDaily activity reports, depositinging payments, andpayments, and

request delivery for closed sales.request delivery for closed sales.4.4. RoleRole--playing and mockplaying and mock dedemonstrations for newmonstrations for new

recruits .recruits .

5.5. Keeping up to date with product information inKeeping up to date with product information in

terms of innovation and upgrades.terms of innovation and upgrades.6.6. Closing sales, collecting payments, making courtesyClosing sales, collecting payments, making courtesy

calls oncalls on existing customers, and generatingexisting customers, and generatingreferences or retraining customers.references or retraining customers.


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Time Estimates for Euro Champ DailyTasksTime Estimates for Euro Champ DailyTasks


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TrainingTraining New recruits are given 2 days to go through the handbook.New recruits are given 2 days to go through the handbook.

They then spendThey then spend 1/2 weeks shadowing a senior sales1/2 weeks shadowing a senior salesrepresentative before being assigned their own sales territoriesrepresentative before being assigned their own sales territoriesand quotas.and quotas.

A 7A 7--day training program calledday training program called

MyFirst Week at EFL is providedMyFirst Week at EFL is providedand 2 days are given to absorb theand 2 days are given to absorb the

information from this training.information from this training.

Supplementary materials are distributed during the programSupplementary materials are distributed during the programincluding a booklet detailingEFLs code of conduct andincluding a booklet detailingEFLs code of conduct andinformation on the OYBS(Own Your Bike Scheme). Manualsinformation on the OYBS(Own Your Bike Scheme). Manualsare translated into the local languages.are translated into the local languages.


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SupervisionSupervision

Reporting and feedback is 3 times in a day,Reporting and feedback is 3 times in a day,

1.1. At the morningAt the morning meeting before heading out on coldmeeting before heading out on cold--calls;calls;

2.2. At the midday meeting to report on door knocking resultsAt the midday meeting to report on door knocking resultsand morning demos;and morning demos;

3.3. And at the endAnd at the end--ofof--day reviewday review

to register afternoon followto register afternoon follow

ups, demos, and salesups, demos, and sales numbers.numbers.


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Quotas and TerritoriesQuotas and Territories

Annual quotas are broken down into monthlyAnnual quotas are broken down into monthly

requirements of 60 product demonstrations andrequirements of 60 product demonstrations anda minimum of 10 sales closings per month.a minimum of 10 sales closings per month.

The Euro Champs are expected to average 50The Euro Champs are expected to average 50

customer contactscustomer contacts per day.per day.


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Evaluation and CompensationEvaluation and Compensation

AE

uro Champ's base compensation includes :AE

uro Champ's base compensation includes : SalarySalary

rent allowancerent allowance

a special paya special pay

a demo allowance (for customer salesa demo allowance (for customer salesspecialist probationers),specialist probationers),

a leave travel concession,a leave travel concession,

a holiday bonus,a holiday bonus,

medical reimbursement,medical reimbursement, and, when applicable, a travel reimbursement (or, forand, when applicable, a travel reimbursement (or, for

representatives who did not possess a 2representatives who did not possess a 2--wheeler, awheeler, areimbursement of travel expenses up to Rs. 600 perreimbursement of travel expenses up to Rs. 600 permonth) .month) .


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Base salary is scaled against length of service, total sales, andBase salary is scaled against length of service, total sales, andaverage sales over theaverage sales over the last 6 months .last 6 months .

A contingency compensation scheme based on number ofA contingency compensation scheme based on number ofunits sold could be invoked in the event of marriage orunits sold could be invoked in the event of marriage or

hospitalization.hospitalization.

Confirmed Euro Champs who maintainConfirmed Euro Champs who maintaincontact with or retrained a customer 3 monthscontact with or retrained a customer 3 monthsand 6 months from date of purchase canand 6 months from date of purchase canearn an additional Rs. 30 and Rs. 40,earn an additional Rs. 30 and Rs. 40,

respectively. Payment under this plan,respectively. Payment under this plan,termed the Friendship Chain, can nottermed the Friendship Chain, can notexceed Rs. 600 per month.exceed Rs. 600 per month.


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An averagely successful salesman earns twoAn averagely successful salesman earns two--

thirds of his monthly earnings throughthirds of his monthly earnings throughcommissions.commissions.

This emphasis has an automatic sieving effect:This emphasis has an automatic sieving effect:

anyone who cannot learn to sell does not getanyone who cannot learn to sell does not getcommission and hence earns less and exits verycommission and hence earns less and exits very

quickly.quickly.


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EFL Compensation Scheme: Front Line,EFL Compensation Scheme: Front Line,

(R

s. per month, approximate figures(R

s. per month, approximate figures


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EFL Compensation Scheme: Front Line,EFL Compensation Scheme: Front Line,

(Rs. per month, approximate figures(Rs. per month, approximate figures


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EFLs Compensation PlanEFLs Compensation Plan

Doesnt reward only on sales volumeDoesnt reward only on sales volume

Points are given on successful completion of various stagesPoints are given on successful completion of various stagesof selling process andof selling process and compensation linked to the pointscompensation linked to the pointsscoredscored


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Sample of Daily Activity FormSample of Daily Activity Form


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SummarySummary

It has well organized sales force which includes focusedIt has well organized sales force which includes focusedleadership byleadership byEuro Champs.Euro Champs.

EachEach Euro Champ hasEuro Champ has the groups working under him.the groups working under him.

Euro Champs have strict daily routine activities like Daily activityEuro Champs have strict daily routine activities like Daily activityreports, collecting payments etc.reports, collecting payments etc.

They provide well organized training programs for newThey provide well organized training programs for newrecruiters.recruiters.

Work takes place under proper supervision.Work takes place under proper supervision.


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recognising the sales force eureka forbes ltd

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