1. 10-Nov-08
TRADE AGENT TRAINING

2. Training Content
Section 1
 Training ground rules
 Training Objectives
 Introduction
 Our Unique Selling
Proposition
 Etisalat Distribution
Model
Section 2
 Products & Services
Section 3
 Trade Agent
 Team Leader
 Distribution Partners
 Retail Outlets
 Roles & Responsibilities of TA
 TA Reporting tools
 TA Daly Routine
 Real life scenario & Brain
teasers
 Work Tools
 A day in the life of a TA
 Key performance Area
 Performance Management
AFTERNOONSESSION
MORNINGSESSION

3. Training Ground Rules
 Listen
 Think outside the box
 No handsets
 Tea/Lunch Break
 Bathroom Break
 Questions

4. At the end of this training session, every participant should:
Understand the role and responsibilities of a Trade Agent and Team Leader
Know the tools required to execute the Trade Agent function
Be able to use the Planned Call Process to perform the Trade Agent sales
function
To understand the requirements , used in measuring a Trade Agent’s
performance
Training Objectives

5. Brief History of Etisalat
Etisalat is an emerging global brand committed to delivering a suite
of customer-driven solutions
• Fastest growing Telco in the world – “ Informa Telecoms & Media (July 2008)
With Headquarters in UAE, but with footprints in 16 countries
spread across the Middle East, Africa and Asia
• Over 63million subscribers in 16 countries (June 2008)

6. Etisalat Vision & Mission
Vision
Etisalat’s vision is a world where people’s reach is not limited by matter or
distance; a world where people will effortlessly stay in touch with family and
friends; a world where businesses of all sizes can reach new markets without the
limitations of distance and travel.
Mission
Etisalat’s mission is to extend people’s reach. Etisalat is actively developing
advanced networks that will enable people to develop, learn and grow.

7. Etisalat Core Values
 Optimism
 Caring
 Energy
 Openness
 Reliability
 Simplicity
Etisalat Core Values:

8. Our Unique Partnership Proposition
 Effective & Efficient Distribution Network
 Secure profitability for loyal Distribution Partners
 Territorial Assignment for Distribution Partners for
ease of control & management
 Good Network Quality

9. Etisalat Distribution Structure
ETISALAT
SALES
DISTRIBUTION
PARTNERS
TRADE KEY
ACCOUNTS
VIRTUAL
AIRTIME DISTR.
TRADE AGENTSSUB-DEALERS
RETAILERS/
HAWKERS
RETAIL OUTLETS
END USER

10. Benefits of the model
• Improved brand visibility
• Pervasive & Efficient Stock Distribution
• Improved market share
• Airtime availability at all time
Etisalat Distr. Model (cont’d)

11. Q & A

12. TRADE AGENT

13. A Trade Agent is an Etisalat Frontline Sales
Representative assigned to an authorized Distribution
Partner.
Who is a Trade Agent?

14. TEAM LEADER

15. A Team Leader is an Etisalat personnel that is
responsible for supervising the activities of a team of
Trade Agents assigned to a Distribution Partner
Who is a Team Leader?

16. • Supervise all daily activities of the Trade Agents
assigned to him/her
• Conduct the Trade Agents Performance Measurement
• Escalate all Distribution Partner issues through the
Dealer Specialist
Responsibilities of a Team Leader

17. DISTRIBUTION PARTNER

18. A Distribution Partner is an authorized dealer at the top
of the chain charged with the function of redistributing
Etisalat products
Who is a Distribution Partner?

19. RETAIL OUTLETS

20. Location or persons in the channel who interfaces
between the Trade Agents and the End
users/consumers
Definition of Retail Outlets?

21. PRODUCTS & SERVICES

22. Introduction
 Etisalat is offering two product packages:
- Easy Starter
- Enuff Yarn

23. Products Definition
 Easy Starter Package is the Prepaid package
being used for the mass market.
 Enuff Yarn is the Package that will be used by
the Business Centers.

24. Easy Starter SIM Pack
Each Starter Pack consists of:
 Mini CD Hard Plastics
 SIM Cards
 User Guides

25. Easy Starter Activation
 Easy Starter SIMs are activated upon the first
call by the subscriber.
 The trigger to activate the SIM is a call to:
 Any mobile or PSTN line.
 IVR
 Toll free numbers
 Dialled barred numbers or unsuccessful call attempts

26. Products’ Business Rules
 Subscribers will be able to enjoy the lifetime validity
of the Easy starter as long as they make calls, send
SMS’ or recharge (chargeable event) within a period
of 90 days.
 The Grace period allows the subscriber to receive
calls, receive SMS’, to make emergency calls, to call
customer care and to recharge.
 Where the subscriber does not recharge in the
Grace period, the MSISDN will be in the Suspension
period.

27. Business Rules
 The Suspension Period allows the subscriber to
receive calls, receive SMS’, to make emergency calls,
to call customer care and to recharge.
 Where the subscriber does not recharge in the
Suspension period, the MSISDN will be recycled.

28. Easy Starter Recharge Means
Denomination [NGN] Recharge Means Validity
50 e-Pin 90
100 e-Pin 90
200 Scratch card / e-Pin 90
500 Scratch card 90
750 Scratch card 90
1000 Scratch card 90
2000 Scratch card 90
5000 Scratch card 90

29. Recharge Card Denominations

30. Non-validity Activities
 These activities do not extend the validity of
a line:
 Deduction of daily fee.
 Calls to call center.
 Calls to free of charge IVR.
 Calls to toll free numbers or emergency numbers.
 Sending or receiving of balance notifications
 Usage of free promotions(e.g. free on-net minutes)

31. E-Top Up & E-Pin
 E-Top Up is the electronic recharge of a subscriber’s
account by using the electronic top up means.
 Resellers can recharge subscribers with any amount.
 E-Top up is available to any Etisalat business center
and other point of sales that have been registered
for the E-Top up.
 e-Pins are commercially available at any Etisalat
point of sales throughout Nigeria in 3 denominations
N50, N100 and N200.

32. Home Zone
 HomeZone concept allows Easy starter subscribers to
choose their homes / offices as Home Zone in order to
enjoy lower rates from that location.
 When choosing a HomeZone subscribers has to be
located in the location to be selected as the
HomeZone
 Subscribers can select and change their Home Zone
location via IVR and USSD.
 Every subscriber can only have one Home Zone at a
time.

33. Home Zone cont’d
 Originated national voice calls from the HomeZone
location will have discounted tariff rates.
 For International calls and premium numbers the
Home Zone discount does not apply.
 Normal rates will apply on originated SMS, MMS and
Data sessions from the Home Zone.
 Calls outside of the Home Zone will be charged
according to the normal tariff rate of easy starter.

34. Home Zone cont’d
 If subscribers do not select any location as their
preferred then normal tariff rates will apply to all
Calls/SMS/Data sessions.
 Before every originated call made inside the Home
Zone, a prompt will be played: “This is a Home Zone
call”
 If subscribers originate a call from the Home Zone and
move out of the Home Zone during the call, the call
will be considered as a Home Zone call and vice versa.
 Per second billing applies by default on all calls.

35. Home Zone cont’d
 To set / change a Home Zone, subscriber needs to
have Etisalat coverage. The first selection of the Home
Zone is always free of charge.

36. Home Zone cont’d
Set / Replace your Home Zone *242#
 242# to set the first Home Zone for free or replace the
already Home Zones to the current location.
 SMS text in case of first selection: Dear Customer, the
selection of current location as your Home Zone is
successful. You can now enjoy preferential rates for calls
originated from this zone.
 SMS text in case change of Home Zone: Dear Customer,
you are about to replace your Home Zone with this
current location for a fee of xxx Naira. Press 1 to confirm.
In case of confirmation the same SMS of first selection is
set
*243# to query current location for Home Zone
 SMS text in case in Home Zone: Dear Customer, you
are now in your Home Zone, preferential rates for
originated calls from this zone apply.
 SMS text in case out of Home Zone: Dear Customer,
you are currently not in your Home Zone. To select
this zone just dial *242#.
2430# to find out the name of the Home Zone
selected
 SMS text: You have set 1 Home Zone:
<homezonename>
*2431# to activate Home Zone voice prompt
 SMS text: Dear Customer, you have been successfully
activated for the Home Zone notification voice
prompt.
 *2432# to deactivate Home Zone voice prompt
 SMS text: Dear Customer, you have been successfully
deactivated for the Home Zone notification voice
prompt.

37. Available Services
 SIM
Replacement
 Scratch Card
Replacement
 e-Pin
Replacement
SIM Services
 Voice Call
 Call Confer.
 CLIP / CLIR
 Emergency /
Premium No.
Voice Services
 Receiver Pays
 International
 SMS
 International
Messaging
Access
 Credit Me
Basic & Advanced
Messaging
 Bal. Recharge
 Bal. Inquiry
 Bal. Transfer
 Recharge.
Others
 Low Balance
Account Management
 Last Call Inq.
 Daily Fee
Service
 Personal
Security CodeData and Download Services
 Service Menu
 OTA (Over the
Air)
 Show My
Number
Applications
 Telecenter
Super IVR

38. Receiver Pays
 The service is available to all Easy starter subscribers
by default, no subscription is required.
 Subscribers are allowed to make as many as
successful receiver pays calls per day.
 Subscribers that are in the grace period can not
initiate receiver pays calls, but if subscribers have
sufficient balance the acceptance of a receiver pays
call would bring the subscriber back to the active
period.

39. Receiver Pays
 Receiver Pays requests (party A) are free of charge.
Party B will be charged according to the applicable
tariffs.
 Subscribers are limited to 5 receiver pays call
rejections per day after which subscribers will not be
allowed to use the service until next day.

40. Receiver Pays
 Subscribers have the ability to add permanent
numbers (up to 5 numbers) as a pre set list
(‘permanent list’), which will automate the process
of acceptance. With permanent list the called party
will not be asked to accept or to reject the call
(automatic call setup
 Call:
 USSD:
2680809xxxxxxx(Recipient no.) and send
*299*268*1# and  / *299*268*2# and send
Use *1 for activation and *2 for deactivation of service.

41. Call Me Back
 This service allows Easy starter
subscribers to send a ‘Call Me
Back’ text, regardless of their
calling credit.
*266*0809xxxxxxx# and 
Please call me. Thank you.
*266*1*0809xxxxxxx# and 
Please call me. I love you
*266*2*0809xxxxxxx# and 
Please call me. I landed safely.
*266*3*0809xxxxxxx# and 
Please call me. I am now available.
*266*4*0809xxxxxxx# and 
Please call me. It's an emergency.
*Notification if exceeding the daily
limit of 5 request per day: ‘Sorry,
you have exceeded max time of
using “Call Me” service.’

42. Account Management
 Subscribers can recharge their phones in the
following ways:
USSD *222*Recharge Number# and 
IVR 222 and  OR 200 and  - select menu 2 (follow prompts)
Others  Service Menu: Select menu ‘Recharge’
 Customer Care: Call 200, follow prompts (menu 8)
 Sales: Visit any Etisalat business center

43. Balance Enquiry
 Easy Starter subscribers can request for their
account balance in different ways such as:
USSD
Dial the above shown command in order to recharge
your account with the balance of the procured voucher.
*232# and send
IVR 232 and  OR 200 and  - select menu 3 (follow prompts
Others
 Service Menu: Select menu ‘Recharge’
 Customer Care: Call 200, follow prompts (menu 8)
 Sales: Visit any Etisalat business center

44. Balance Transfer
 Balance transfer allows Etisalat subscribers to
transfer credit from their account to any other
Etisalat prepaid subscriber’s account.
 In order to use this service the personal security
code is required. The default personal security code
is 0000.
*223*Pers. Security Code*Amount*Recipient no. # and USSD
 Service Menu: Select menu ‘Balance Transfer’
 Customer Care: Call 200, follow prompts (menu
8)
 Sales: Visit any Etisalat business center
Others

45. Recharge Others
 The recharge others service allows subscribers
(party A) to recharge other Etisalat prepaid
subscriber accounts (party B) by means of procured
vouchers (e-Pin or scratch card).
*222*Recharge Number*Recipient 0809 number# and USSD
Others
 Service Menu: Select menu ‘Recharge Others’
 Customer Care: Call 200, follow prompts (menu 8)
 Sales: Visit any Etisalat business center

46. Ring Back Tune
 Ring back tune service is available and allows
personalization through the following means:
IVR: Call 251
USSD: Send *299*251*1# for activation

47. Other Services
 Last Call Inquiry : *2685# and 
 Daily Fee Notification: *2684*1# and (activate)
*2684*2# and  (Deactivate)
Personal Security Code: *247*Old Code*New Code#
 Show my number : *248# and (USSD)
: 248 and  OR 200 and 

48. SIM Services
 Where a subscriber's SIM is broken
or was stolen, the Etisalat Retail
Shop will carry out a SIM Swap.
 In specific cases, customer care
agents can replace a SIM of
subscribers OTA (over the air).
 The customer has to retain the
plastic SIM card holder with the
MSISDN, PUK and SIM serial
number as proof of ownership.
 Subscriber must bring damaged
scratch card/E-Pin to any Etisalat
Retail Shop.
 The scratch card will be checked
if it is already used based on the
serial number.
 If the scratch card has not been
used the subscriber gets a
physical replacement free of
charge.
 If the scratch card has been
used the subscriber does not get
any replacement.

49. FAQ’s
 How can I contact customer care?
‘’You can contact customer care service by dialing 200 from
your mobile phone or 08090000200 from any non-Etisalat
line’’
What shall I do if my prepaid line is stolen?
‘’Please get in contact with customer care or an Etisalat
business center and report your line was stolen. We will
block it for you’’

50. FAQ’s
How can I replace my SIM ?
‘’In case your SIM is broken, unusable or was stolen, please
come in a Etisalat business center and bring your ID and SIM
card holder with you that you have gotten when you purchased
the line. Our agent will provide you with a new SIM’’
How can I activate or deactivate a service?
‘’Customer care can help you to activate or deactivate services
for you. You can reach customer care service by dialing 200
from your mobile phone or 08090000200 from any non-Etisalat
line. Alternatively, you can visit an Etisalat business center to
get support’’

51. FAQ’s
How can I get a ‘’Special Number’’?
‘’You can purchase an attractive number in the Etisalat
business centers when you buy your line’’

52. ROLES AND
RESPONSIBILITIES OF
TRADE AGENTS

53. Roles & Responsibilities
Roles of a Trade Agent
• Exclusive Sale of Etisalat Products
• Provide Merchandizing for assigned retail outlets
• Relationship management in the assigned Distribution
Partners territory

54. Roles & Responsibilities (Cont’d.)
Responsibilities of a Trade Agent
• Sales
• Outlet Activation
• Collection of outlet data
• Merchandising
• Reporting
• Stock Management
• Plan
• Reporting

55. TRADE AGENT WORK TOOLS

56. Trade Agent Work Tools
Forms
• Stock Movement Register
• In and Out Book
• Journey List
• Outlet History Card
• Reporting Templates
• TA Performance Tracker
GPS Device
Merchandising Materials

57. Stock Movement Register
This is used to capture purchases and sales of EMTS
products by the Distribution Partner.

58. In and Out Book
This Form is used in recording the stock movement into
the trade by the Trade Agents on a daily basis

59. Journey List
Form for capturing detailed information of all our DP
serviced retail outlets on all routes in the assigned DP
cluster.

60. Reporting Templates
Record of Daily Sales to Retailers in units by Stock Keeping
Unit (SKU)

61. Reporting Template (Cont’d)
This captures the weekly sales performance of each Trade
Agent

62. Outlet History Card
History card is used for tracking visited outlet sales history.

63. TA’s Performance Tracker
This form is used by the Distribution Partner to monitor a Trade
Agent's performance

64. TRADE AGENT ROUTINE SCHEDULE

65. The Planned Call Process
• The Planned call is a defined set of steps which
is used to optimally execute the sales function.
• This process encompasses relationship
management, a sale action, merchandizing,
reporting, and scheduling

66. Why use a Planned Process
 It demonstrates professionalism.
 Creates a positive environment.
 Develops Customer relationship
 Brand building and competitive advantage
 Increase in stock availability less out of stock
situation
 Accurate customer sales information.
 Provide progress reports on marketing activities

67. Greet The Customer
Merchandize
Sale Transaction
Record and Report
Market Survey
End The Call
Planned Call Steps

74. Real life Scenario & Brain Teasers

75. TRADE AGENT OPERATION TOOLS

76. Global Positioning System(GPS)is a device used
in capturing Retail outlet location coordinates.
GPS Device

77. Materials to support the retail outlets sales
i.e. face caps, t-shirts, hand bills etc.
Merchandising Materials

78. A DAY IN THE LIFE OF A TRADE
AGENT

79. A day in the Life of a Trade Agent

80. Trade Agent Daily Routine
TAs report to assigned
Dealer at 8am in the
morning for start of
business
Check daily targets for
Outlet Activation,
Completed calls,
Productive calls, and
Volume as communicated
by the Dealer
Specialist/Team Leader
Check stock
situation in the
Dealer outlet
Take all necessary tools,
merchandizing material
for the outlets to be
visited and set out by
8.30am
Visit all outlets on
the Journey List, in
a sequential order
Take break (one hour
per day between 12pm
and 2pm)
Report back to the dealer office
by 4.30 pm and finish all
documentations for the day
before closing by 5pm
Trade Agent Daily Routine: Saturday - Thursday

81. TAs report to assigned
dealer at 8am in the
morning for start of
business
Check daily targets for
Tele-centre activation,
Completed calls,
Productive calls, and
Volume as communicated
by the Dealer
Specialist/Team Leader
Check stock
situation in the
Dealer outlet
Take all necessary tools,
merchandizing material
for the tele-centres to be
visited and set out by
8.30am
Visit all outlets on
the Journey List, in
a sequential order
Take break (one hour
per day between 12pm
and 2pm)
Report back to the dealer office
by 4.30 pm and finish all
documentations for the day
before closing by 5pm
Trade Agent Daily Routine
Trade Agent Daily Routine: Friday

82. KEY PERFORMANCE AREA

83. Key Performance Areas
Work on one Journey list per day, working 6 days a
week (Monday-Saturday).
All outlets visited for the first time by the TA must :
• Have the Business names and Addresses captured
• Contact person and phone number recorded
• GPS coordinates captured.

84. • Ensuring accurate and timely completion of all
documentation work.
• Achievement of targets prescribed by the Dealer
Specialist for Completed calls, Productive calls,
Volume and Active Accounts, or any other
initiative as communicated by Dealer Specialist.
Key Performance Areas (Cont’d)

85. PERFORMANCE MANAGEMENT

86. Stakeholder Responsibility
Distribution Partner
EMTS dedicated Trade partners selected to
service and develop their assigned territories and
using the TA to activate retails outlets.
Dealer Specialist
Key account officer to manage the DP’s
relationship with EMTS. He is also responsible for
the performance of other stakeholders.
Team Lead
Responsible for monitoring the TA’s activities and
reporting to the DS
Trade Agent
The Trade Agents work with the DPs & are
responsible for ensuring the distribution of
products across all Retail Outlets. They are
supervised by EMTS Dealer Specialists.
Performance Management

87. Activities Monitoring Tools
Sales volume Sales Reports
Outlet activation Outlet History Card
Merchandising
Brand visibility in assigned cluster
Performance Management (Cont’d)

88. All Trade Agents are the face of the company and must
conduct him/herself accordingly.
•Trade Agents must act in a manner that yields value for
our customers and helps to build a relationship based upon
trust.
•Trade Agent are found to be rude to customers
Disciplinary action and possible dismissal
Trade Agent Misconduct

89. •Trade Agents will represent all Etisalat values and manage
all customer relationships on behalf of the company
•Trade Agents are not to wear provocative and
inappropriate dressing which includes, midriff tops, T-
shirts with offensive slogans or pictures, beach costumes,
see- through mini-skirts or gowns, ragged and torn
clothing.
Trade Agent Misconduct (Cont’d)

90. •Every Trade Agent must report back to the Distribution
Partner office after 4.00pm before
•Trade Agents are not to wear inappropriate footwear like
bathroom slippers to work from Monday through Saturday
Trade Agent Misconduct (Cont’d)

91. • Trade Agents are expected to display their identification
cards at all times
• The assigned phones are not to be used to make personal
calls.
Trade Agent Misconduct (Cont’d)

92. Managing Trade Agent Misconduct
• Trade Agent misconduct shall not be tolerated and will
attract disciplinary action. Once a Trade Agent’s
misdemeanor is reported: -
• It is documented by the Team Leader
• Escalated to the Dealer Specialist in charge of the
Distribution Partner the Trade Agent is attached to
• The Dealer Specialist investigates the complaint by
interviewing all stakeholders in such a case

93. • The Trade Agent is issued a warning and made to serve a
punishment or pay an agreed fine in case of damages
incurred the first time the Trade Agent is found guilty
• On a second complaint against the trade agent, The Dealer
Specialist makes a formal report and recommendation for
dismissal to the Channel Servicing Partner.
Managing Trade Agent Misconduct

94. Q&A