PROGRAMS OFFERED :

Sales and Demand Forecasting                                                                                          

At a Glance

Sales forecasting is a prediction based on past sales performance, analysis of expected market conditions based on emerging trends. The true value in making a forecast is that it forces us to look at the future objectively. A company that takes meticulous note of the past stays aware of the present and analyses that information so that it can learn and then look at trends accurately will definitely stay ahead in the leadership race.

Sales forecasts can also be created from the past, current sales levels, annual growths of company. It allows you to compare your company to industry norms. Sales and demand forecasting also help you establish policies so that you easily can monitor your prices and operating costs to guarantee profits, and make you aware of minor problems before they become major issues. The real key is to look at “how the future will appear”

Course Objectives

Fundamentals of demand and market share forecasting, new product forecasting, existing product forecasting. Selecting the best statistical method to extrapolate sales. Capturing seasonality in a forecast. Determining and defining method to the madness. Benchmarking - Actual Sales vs. Forecast. How to Produce a Sales Forecast you and your staff believe in?

Who Will the Course Benefit?

All people from CEO’s, General Managers, Zonal Manager, Branch Manager and Area Sales Manager to executive’s who want to learn effective and precise technique for forecasting.

Course Duration : 1 Day

Course Content - Introduction - Basics of demand and sales forecasting - The Importance of Sales Forecasting - Data and Information to collate to prepare a Sales Forecast? - What time horizon should one forecast for and how often should we develop a forecast? - Benchmarking - Actual Sales vs. Forecast - Application of Forecasting Techniques: - Market share forecasting by Using MAT - Annual Sales forecasting using Seasonality - Monthly Sales Allocation using Monthly sales Index - Demand forecasting using Moving average and double moving average.

Tools Used: Case let’s based on real time examples

Managing People                                                                                                                 

At a Glance

The exciting job of leading and managing people of an existing company or in a newly formed one is that of developing a culture that can be termed as “An Institution”. A culture driven by processes where managers “THINK- BUILD- OPERATE” systems and generate innovative ideas through coaching people. A 3-day workshop gives tools and systems to become an effective ‘People and Process Manager’ and achieve optimum productivity with the team.

Course Objectives

Enables manager to develop systems to manage their team towards achieving results. Helps the Manager to identify factors that motivate people and take practical actions to increase levels of motivation Helps guide the team to strengthen the relationship with the customer and build loyalty

Who Will the Course Benefit?

Branch Managers, Area Managers and Regional Managers

Course Duration : 3 Days

Course Content   Day One   Day Two   Day Three The Role of the Line Manager - Analyser - Teacher - Working partner Marketing Plan – Sales Performance - Focus on objectives - Focus on sales efforts - Focus on people competence Assessing the Strengths and Weaknesses of the Sales Team - The knowledge - The skills - The attitude The Customer Base - Building and maintaining a strong customer base - The renewal sales platform concept - Working tools to secure short-term and long-term objectives. Development of People Competence - Simple effective ways of increasing motivation levels - Conducting effective developmental talks with the team - Coaching to improve performance Individual Action Plan - Each participant evolves an individual action plan for implementation in his/her job on the basis of discussions in the workshop.

Tools Used: Case let’s based on real time examples

Field sales Management                                                                                                      

At a Glance

Questions like - “How many people do I recruit”, “What precise functions will they perform”, “The caliber of people”, “What kind of callage plan and frequency”, “What should be the cost structure and profits to be generated” … etc. bothers every sales manger.

The central operational component of any management is designing the roles and responsibilities of the Sales Teams. How these teams are going to implement the tactical part of the plan? How is the sales force to be organized, the structure of the sales management department? What should be the role of the sales mangers and the organization under him?

This program will equip you with all the methods and techniques that you need to get the Field sales managers assignment done with resounding results.

Course Objectives

This program will teach and equip you with planning and execution tools on determining the most profitable size of your field sales force. It will enable participants on how to deploy, motivate, your sales teams in the most efficient and effective way Laying standard operating discipline norms for field sales Management.

Course Duration : 1 Day

Course Content Introduction The role of a field sales Manager - Responsibility, Accountability - Your position in the Organization The Organization - Methodology for Approximating the field force size - Three Basic approaches in designing the size of the force Standard Operating Practice for effective deployment - Road Map - Field working Disciplines - Customer Profiling and Grouping - Call Frequency - Time allocation per customer - Route - Call productivity - Cost /Profits Octane assessment - Call efficiency and effectiveness - Overall performance - Motivation - Coaching/ Mentoring

Managing Trade Relations                                                                                                  

At a Glance

It’s well known that in a culturally diverse country like India developing trade relations is a difficult and challenging task. Companies with excellent products have been known to have failed miserably because of poor trade relations. The challenge today's is getting sales teams to create value differentiation and long term relationships with the trade, i.e. distributors, dealer’s and retailer.

This program will guide you in developing this crucial (often double edged) relationship link. Program will also enable you to develop latent skill in building deep bonds with trade that can help you in achieving greater sales success.

Course Objectives

Learn to read the cultural, hereditary, value background of the trade. Determine mutually satisfying goals. Be observant in reading the tender points of the relationship, religious background, social habits, social standing in the trade, family composition. Making the essential “Good wishes calendar” Establish and maintain non-verbal rapport. Producing positive feeling in others by being a great example of the state of mind you’d like others to feel about you and encouraging it with your actions. Learning trading habits, expected profitability, loyalty, payments patterns, etc and utilizing it in successful closing of deals.

Who Will the Course Benefit?

To any person who is currently selling to trade or plans to switch from Institutional sales to trade selling.

Course Duration : 1 Day

Course Content - Introduction - Importance of good relationship and ways to make emotional deposits - Differed psyche and type of distributor, dealer. Learning how to develop relationship with whom, when, how. - Discovering opportunities to establish relationship: - Walking the baby steps - Going the extra mile - Establish and maintain nonverbal rapport. - How to produce positive feelings in others in short time frame. - Achieving Rapport by - Learning to align yourself physically - Matching voice tone and rhythm - Developing emotional rapport.

Tools Used: Roles Plays and real time based exercises.

Return on Investment – Finance for sales                                                                       

At a Glance

ROI is a performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. If an investment does not have a positive ROI then it should not be undertaken. On the other hand positive ROI’s of different projects or on going operations could be compared as where the money could best be multiplied for superior returns.

Course Objectives

How long an investment is held or operations continued. How to calculate an annual or annualized rate of return. Measure on how effectively the capital employed in the business is used. Assessing earning capacity of the net assets of business. Judging performance

Course Duration : 1 Day

Course Content - Understanding how to derive Time Value of Money - Calculation of Profit and loss vis-à-vis Investment - Different ways for ROI calculation - Understanding accounting concepts: - Total capital ratios, - Working capital Turn over ratio, and - Fixed asset turnover ratio - Calculating distributor ROI

Tools Used: Case let’s based on real time examples

Sales Promotion: Below the Line Marketing                                                                      

At a Glance

Over the years advertising agencies considered BTL as an inferior activity. Today the nomenclature “Below the line” is no longer considered an inferior cousin to the subject of Advertising. It’s a discipline in its own right. Now called “OOH”,“Out of home” as compared to it’s earlier name (BTL). In the current competitive business environment BTL accounts for as much as 50% to 70% of the communication budget in most organizations.

Course Objectives

- To bring to the fore front that Out of Home / BTL has its own rules when it comes to communicating and persuading the   customers to BUY.
- To ensure that customers take out their wallets to purchase your product.
- To set stage for the dynamics of - Money, Time, and Intention to coincide so that the sales takes place.
- How to measure promotion effectiveness while campaign is on.
- Linking BTL to ATL

Course Duration : 1 Day

Course Content Introduction Understanding the out of home arena, concepts, and the opportunities - The role of BTL in conjunction with in the context of Advertising Planning BTL activity - In line with company objectives, business plan and consumer. - How to think out of box to create an idea - How to litmus test the idea for its feasibility. - Concepts of See me - Touch me – feel me – Buy me Managing BTL activity Defining time line for activity - Elements required to do the activity i.e. no of people and Logistics - Usage of POP, inserts, banner, gates, contest, announcements, display Van and live demos. - Assessment whether to have agencies or not? - How to select an agency? - How to brief the Agencies - Defining roles and responsibilities of HO, Branch Marketing, ASM, Executive, ISD. Monitoring - Defining parameter for assessment. - Dedicated team to monitor, guidelines for assessment.

Tools Used: Case let’s based on real time current images and dealer.

Rural Marketing                                                                                                                        

At a Glance

The villages and small towns of India that were inconsequential dots on maps are now getting the attention of all marketers. Rural India has more than six lakh villages, housing about three fourths of the country’s population that is earning one third of the national income. From biscuits to televisions a huge share of company’s turnover accrues from rural India

Selling in rural India is radically different from urban areas. Addressing rural Indian markets requires a paradigm un-practiced anywhere else. It has it’s own varying rules, a totally different set of variables are required for designing strategies for designing marketing–mix, product, price, distribution and promotion.

This program will enable you build strategies for effective marketing in rural areas.

Course Objectives

• To understand the concept and domain of rural marketing in India.
• To analyze the rural marketing environment.
• To analyze rural consumer profile and buying behavior.
• To evaluate various market segments that can possibly be used in rural market.
• To develop strategy so as to accrue maximum market share.

Course Duration : 2 Days

Course Content   Day One   Day Two Introduction to Rural India - Ways to determine size and demand of market - Understanding rural environment their customs and their buying habits, - Rural spread layout /market Analysis - Geographical and demographical dimensions - Economic and cultural environment Distribution Strategy for Rural India - Managing rural distribution means effective   management of three D’s - Major channels for distribution - Managing retailer behavior - Optimizing mela’s, haat’s, barefoot salesman, e-distribution - Optimizing and utilizing existing distribution channels Deciding Media Mix - BTL - Checking out relevance of Conventional media and rural specific media - Electronic media for rural Television, radio - Utilizing rural press. - Optimizing rural Cinema, DTH - Rural specific media planning - Selection of agency - Using personal selling and sales force Rural Marketing - Product and Price - Product Positioning - Product development - Branding, loyalty. The history of several brands - Building Brand identity and creating loyalty

Tools Used: Case let’s based on real time examples

Managing Attitude                                                                                                               

At a Glance

Your Attitude is everything every time

Course Objectives

• Empowering individuals with the power of Positive thinking
• Enabling individual to overcome difficult situation in front of customer by changing their representational system.
• Achieving altitudes by working on attitudes

Course Duration : 1 Day

Course Content Introduction - Defining attitude to gain altitudes Our Reactions: - Our Attitudes - Our Beliefs - Our Thinking Patterns Impact of attitude on our behaviour - Choosing Positive over Negative - Exercise to anchor positive behavior - Using sub modality to reframe our experience Conscious and Subconscious Thinking Effect of Our Self-Esteem - Creating Positive Self-Esteem - Learn to keep your head high in front of others, while feeling low within.You can improve Self-Image - Refocusing Your Self-Esteem and Attitudes

Visual Merchandizing                                                                                                              

At a Glance

With the markets becoming fiercely competitive and the rising expectation of the customer special attention on visual merchandising is needed to seek new horizons for attracting attention. It will be important and pertinent to get ready to face the new reality.

Need of the hour is to make POS work effectively thus creating the “magnetic effect” at every outlet

Course Objectives

• Fundamentals of demand and market share forecasting, new product forecasting, existing product forecasting.
• Selecting the best statistical method to extrapolate sales.
• Capturing seasonality in a forecast.
• Determining and defining method to the madness.
• Benchmarking - Actual Sales vs. Forecast.
• How to Produce a Sales Forecast you and your staff believe in?

Course Duration : 3 Day

Course Content   Day One   Day Two   Day Three Select dealer visit program - A day prior to the program participant will assess the merchandising of selected showroom and presentation their observation. National and International Trends - Details on the current national and international trends in Outdoor and Indoor merchandizing, its impact on the consumer. Basic of Visual Merchandizing - Basics of visual merchandising and how it works. - How the mechanics of visual effects works w.r.t. Color, Light, - Movement and Motion - How to entice consumers with using visual effect. Standards norms per outlet - Keeping in line with corporate merchandizing philosophy the importance of having standard display norms w.r.t Branding, colors, fonts etc. - How to optimize display with available resources and minimize competitive clout. Planning festive display - Elements to focus during festivals/occasions/events to hook consumer attention, which means how to create “Thematic opportunities.” - Defining role of ISD’s for the up keep of display and demonstrability of product. Live display contest - Re-visit to the selected showroom and apply the learning from the training.

Tool Used : On the spot “Group deco activity” with available resources on “Thematic Show window contest”.

Channel Management                                                                                          

At a Glance

Expand channel…Replace outdated one’s… Expand penetration…Add greater volume per outlet…. Boost sales and profits…Reach the end customer in the most economic way------ Decisions---- Decisions…….

Building a distribution net work requires creativity and skill of experience and fresh minded receptive thinking. This program will allow you to learn how to successfully navigate channel management decision making in today's dynamic and complex environment.

The design of channel network has its impact on how sales teams are structured. A whole new approach is offered in constructing the optimal size of the field force along with the skill set the team should possess. This course will ensure the channels and sales personnel become a value-added asset to the total sales and marketing plan.

You’ll develop a pragmatic, step-by-step process for planning channel strategy. You’ll learn how to measure profitability, allocate sales time and productivity of the sales teams and a whole lot more.

Course Objectives

• Understanding Basics of channel management
• Evolution of product and market equation
• Defining roles and responsibility of sales personnel
• Trends in channel management and the effect on decision making.
• Determining and forecasting sales
• Determine penetration and addressability strategy per market.
• Ability to plan alternative channels to deliver company’s objectives.
• Assessing ROI per channel partner
• Identification of focus zones for improving efficiency and productivity
• Design effective reward and recognition programs

Who Will the Course Benefit?

All sales people from executives to zonal managers who want to learn effective techniques for maximizing the potential of channel they manage.

Course Duration : 2 1/2 Days

Course Content   Day One   Day Two   Day Three Going Back to Basics - To understand concepts of distribution and it’s utility in operational function. - Using concepts for effective planning, execution and control functions. Building Operational Excellence - Laying down the Road map for the area. - Strategizing sales achievement by planning and developing linkage between elements that enable target / sale achievement i.e. Distribution Infra, Reach, Personnel and merchandizing. - Proactive action planning by defining and segregating roles and responsibility on Think, Build and Operate strategy. - Defining role and responsibility of Sales Executive, DSO and ISD for effective deployment and management. Tools Used: Case let’s based on real time examples. Review of Day One   Distribution Planning - Basic operative disciplines for target planning i.e. target planning with respect to market demand and expected growth. - Techniques to create accurate targets for your area, so as to minimize target vis-à-vis potential gaps. - Strategic implication of increasing market share via physical or volume reach or both. - Evaluating trade off’s Field Sales Management - Tools to plan for optimum size of field force to best serve the volume and profit objective. - Three Basic approaches in designing the size of the force i.e. Work load method, Sales potential method and Incremental method - Ways to establish standard operating discipline for field sales Management. - Octane assessment of Call efficiency and effectiveness, productivity and overall performance. Tools Used: Role Play Return on Investment - Concept and terminology of ROI. - How to use ROI during sales dialogue to gain maximum output? - Different methods of ROI use to enhance sales call productivity. - How to calculate ROI ? - Methodology to present company investment vis-à-vis turnover sale achieved? Tools Used: Simulation exercises with Role Play

Market Share Leadership                                                                                         

At a Glance

The future of an organization depends on how it positions itself to extract the maximum out of the current opportunities, at a tidy profit so that it can fund the new emerging needs of the segments it intends catering to AND stay in business.

This program identifies the importance of designing the sales distribution channel in a manner that optimizes the ability of the company to profitably reach its customers and increase its market share. Program covers all aspects of channel strategy development, planning, implementation, and support.

Course Objectives

• Understanding Indian economy and how it impacts the business.
• Information to focus on Indian economy while innovating ways to drive market share.
• Tool and techniques for demand forecasting.
• Creating operational plan for managing results
• Planning journey from market share to model share.
• Determine penetration and addressability strategy per market.
• Ability to plan alternative channels to deliver company’s objectives.
• Assessing ROI per channel partner
• Identification of focus zones for improving efficiency and productivity
• Design effective reward and recognition programs

Who Will the Course Benefit?

All sales people from General managers, Zonal Managers, Branch managers to executives who want to learn how to look at macro economic conditions, draw relevant inferences for emerging opportunities and then create executable channel /distribution strategies.

Course Duration : 3 Days

Course Content   Day One   Day Two   Day Three Introduction   Turners Tuning Workshop - Analyzing case study of a brand which desires leadership position. Indian Economy An overview - Basics of GDP, how it is calculated, its segmentation and linkage to the industry you operate in. - Emerging opportunities marketers need to tap while anticipating changes in consumer lifestyle and hence innovate ways to reach them Sales Forecasting - Enhancing bandwidth of knowledge as a predictor. - Identifying critical controllable company variable that impact market & Sales - Technique to forecast market share and new product sales. - Using seasonality in a forecast. - Scientific and well proven technique for target allocation. Tools Used: Simulation exercises with Role Play Managing Results – Market share to model share - FLEXIBLE planning to cater to alternate market scenes. - Systematic evaluation of market size and expected market size. - Deriving current market share and expected market share. - Market segmentation w.r.t product, price and consumer. - Defining model/segment share per market per channel partner. Market Share Leadership the corridor (Blue Ocean Strategy) - Market Mapping - Planning and devising strategy for distributors, dealers and retailers - Market share leadership at decisive distribution points i.e. Physical Reach, Penetration, Volume Reach, extraction and Selling out. Distributor Management - Ways to Search, Scout and Appoint distributor. - Process and systems w.r.t Infra, Field Sales Discipline and Manpower management. - Norms for sub-dealer management and sales - Role of company and distributor sales personnel. - Selling out Tools Used: Case let’s based on real time examples Dealer Management - Ways to Search, Scout and Appoint dealer - Process and systems w.r.t Infra, Field Sales Discipline and Man power. - Role of company and dealer sales personnel (in-shop demonstrator). - Focusing Selling out Return on Investment - Concept and terminology of ROI. - How to use ROI during sales dialogue to gain maximum output? - Different methods of ROI use to enhance sales call productivity. - How to calculate ROI? - Methodology to present company investment vis-à-vis turnover sale achieved? Tools Used: Role play based on real time examples