The document outlines the objectives and importance of establishing an Academy for Sales and Marketing in the lubricant industry. It discusses the need to create strong connections between distributors and retailers (DSRs) as well as mechanics and retailers (DMRs). The Academy would help bring a systematic approach to sales roles and create successful careers for DSRs and DMRs. It would focus on training programs to develop skills and help increase sales volumes and profits over time by improving performance.

2. Academy for Sales & Marketing

3. Academy for Sales & Marketing
OBJECTIVES
• Lubricant Industry is people driven Industry.
• Mostly Owner Driven Business.
• We need strong connect between the Distributors Vs Retailers (DSR)
• We need strong connect between the Mechanics Vs Retailers (DMR)
• To bring in systematic approach to the Job
• Create successful Career to individuals - DSRs & DMRs
• Growth in Sales Volume – The only yardstick over a period
• Growth in Oil Changes happening through the Mechanics
• Brand is the Sole Benefiter.

4. Academy for Sales & Marketing
Lubricant Industry is people driven Industry
• Perfect Example of Holistic Distribution Business.
• Capable DSR’s are the Heart beat of the Business.
• Many Players in the Industry and becoming Financiers on rotation.
• Mechanic’s are the Key influencers.
• Requirements have templates and need to tick boxes to be
successful.

5. Academy for Sales & Marketing
Strong connect between the Distributors Vs Retailers (DSR)
• Strong Communicator.
• Sound Product Knowledge.
• Controls the Credits in his own Market.
• Try profitably rather than going for whole Numbers.
• Good Planner first and an Implementor later.
• Creates more Billed counters, Higher through put so on
• Creates Success stories for others to follow..

6. Academy for Sales & Marketing
Strong connect between the Mechanics Vs Retailers (DMR)
• Strong relationship builder.
• Sound Knowledge on the products and it’s offering.
• Triggers more Oil Changes on a daily basis.
• Hand hold activities small and big.
• Implement Loyalty program more effectively.
• Be the game changer in his geography.

7. Academy for Sales & Marketing
To bring in systematic approach to the Job
DSR DMR
Create and adhere to the Beat Plan Mechanic Registration in to MLP
Expectaion Setting Inform the Retailer's Name to Mechanics
Tracking the performane Tracking of Purchases
Regular Collections Upsell
Counter Decoration Range Selling
Eye catching area Display in Counters Create strong Catagories of Mechanis
Communicate the Schemes Handhold the Big Mechanics
Create More EB -> RB-> MB Hand hold the Mechanic Shop Paintings
Cross sell Display posters in Promonant Mechanic Areas
Range Selling Communicate back on the needs of Mechanics
Up selling

8. Academy for Sales & Marketing
Create successful Career to individuals - DSRs & DMRs
• Experienced DSR or DMR is an Asset to a Distribution Organisation.
• Can create future potential Managers.
• Create confident personalities.

9. Academy for Sales & Marketing
Growth in Sales Volume – The only yardstick over a period
• Good
DMRs
• Good
DMRs
• Good
DSRs
• Good
DSRs
Volume Profits
More Oil
Change
Activation

10. Academy for Sales & Marketing
Growth in Sales Volume – The only yardstick over a period
Good/Bad
DSR/DMR
Good
DMR/DMR
Volume/Profits

11. Academy for Sales & Marketing
What a DSR/DMR Academy Can do
NEW DSR OLD DSR
Recruit Expectation Settings
Training on Sales Process Capability assessment
Training on Conversions Identify the Gaps
Training on Volume build up Develop the Short Comings
Training on correct attitude Track the changes
Range selling Review the Changes Vs Expectations
Cross Selling Recommend for a change
Up selling Give higher responsibilities
Data Keeping Joint Visits to markets
Importance of Collection inculcated
Create a performer

12. Academy for Sales & Marketing
What a DSR/DMR Academy Can do
• Can Create Good team of DSRs/DMRs.
• Can Inculcate great abilities to manage the territory.
• Can create a Robust Incentive structure to motivate-template
• To be a growth engine for the organisation.
• Width and the Breadth is taken care off.
• Long term Goals can be Achieved.

13. Academy for Sales & Marketing
WHO ARE WE
• Team of Professionals.
• Has a long Experience in Creating Good DSRs and DMRs
• Good Public Speakers and Coaches
• Have experience in handling such projects in the past with many
companies.
• Dedicated to show clear water.