The document outlines the six steps of the planned call approach for Celtel Nigeria retail coverage visits. The six steps are: 1) Greet the customer, 2) ASMPQ execution, 3) Sale transaction, 4) Focus activity, 5) Record and report, and 6) End the call. Each step is described in terms of what it involves, what it delivers, and the operational standards to meet for proper execution. Following the planned call approach ensures all key elements are covered, opportunities identified, and professional and effective customer interactions.

1. 0
CELTEL NIGERIA:
The MD Steps –
Retail Coverage

2. 1
Retail Coverage
The Planned Call

3. 2
The Principles Of The Planned Call
A structured approach for visiting Customers which
ensures:
• All key call elements are covered
• All Opportunities are identified
• We operate professionally during a Customer call
• We Increase the likelihood of achieving the call objective(s)
• We maximize the returns from each call
The rules:
• You should always plan to cover each step
• Missing a step is only justified in special circumstances
• The emphasis on each step may change depending on the type of
customer

4. 3
Step 1 Of The Planned Call:
Greet The Customer
Steps Involves:
• Use the dealer’s name
• Positive Attitude/ Enthusiasm
• Show interest
Delivers:
• A foundation to drive Celtel’s future
opportunities
• Creates a positive environment for the
call
• Demonstrates professionalism
Greet The Customer
ASMPQ execution
Sale Transaction
Focus Activity
Record and Report
End The Call

5. 4
Step 1 – Greet The Customer
Operation Standards
Operational Aspect Meets Standards If
Greet the customer Include all relevant people using appropriate
addressing
Positive Attitude and Enthusiasm Positive tone of voice, smile, firm shake hands,
create interest
Show interest Asking status of business…
Timing Max. 0ne minute

6. 5
Step 2 Of The Planned Call:
ASMPQ Execution
Steps Involves:
• Recording Stock availability at time of visit
on History card
• Identifying right location for products &
Materials
• Cleaning the products and display
items/racks
• Stock rotation – FEFO (first expired first out)
• Fill up selling area (from stock in outlet
store)
• Replace dirty, damaged and remove
expired Merchandising materials
Delivers:
• Clear stock movement history – correct
inventory level
• Increased sales levels
• Develops customer relationship
• Optimal asset utilization
• Brand building and competitive advantage
Greet The Customer
ASMPQ execution
Sale Transaction
Focus Activity
Record and Report
End The Call

7. 6
Step 2 – ASMPQ execution
Operation Standards
Operational Aspect Meets Standards If
Record availability on customer
card
Accurate recording (only what you see)
Placement of relevant
Merchandising Materials
As per channel ASMPQ standards
Replace all damaged ASMPQ
materials
No damaged, torn or worn materials
No outdated promotional POSM
Timing Max two minutes

8. 7
Step 3 Of The Planned Call:
Sale Transaction
Steps Involves:
• Automatically refilling “sold” stock
• Using History Card to ensure correct
inventory level in the outlet
Delivers:
• Definite sales
• Outlet owner perceiving MD as
business advisor and not “salesman”
• Trust
• Decreased Out of Stock and
competitive advantage
Greet The Customer
ASMPQ execution
Sale Transaction
Focus Activity
Record and Report
End The Call

9. 8
Step 3 – Sale Transaction
Operation Standards
Operational Aspect Meets Standards If
Recording current inventory “at
the time of visit” on the History
Card
Only records what is actually available, not
“guessing” or recording what “should” be there
Calculating “off take” since
previous visit
Showing exactly what was sold and
demonstrating why the inventory is sufficient or
not
Reaching agreement on this
“automatic” order
Order equals to all stock that has been sold… no
less / more
Timing Max. 0ne minute

10. 9
Step 4 Of The Planned Call:
Focus Activity
Steps Involves:
• Presenting the Sales Presenter with the
“story” connected to the program
• Ensuring additional order “on top of”
“automatic” order
Delivers:
• Increased sales levels by driving
incremental volume
• Better return on Program investments
• Compliance to the Program outlines
• Competitive advantage
Greet The Customer
ASMPQ execution
Sale Transaction
Focus Activity
Record and Report
End The Call

11. 10
Step 4 – Focus Activity
Operational Standard
Operational Aspect Meets Standards If
Trade Presenter Pre prepared “story” highlighting the program
Persuasive Presentation Persistently use persuasive techniques and tools
for selling a focus activity
Align order/store focus activity Customer align with order / store focus activity –
on top of normal replacement order
Timing Max. 0ne minute

12. 11
Step 5 Of The Planned Call:
Record and Report
Steps Involves:
• Complete accurately all the required
paper work
 Order on History Card
 Daily Sales Report
Delivers:
• Accurate customer sales information
• Providing progress on marketing
activities
• Asset information
Greet The Customer
ASMPQ execution
Sale Transaction
Focus Activity
Record and Report
End The Call

13. 12
Step 5 – Record and Report
Operational Standard
Operational Aspect Meets Standards If
Complete accurately all the
required paper work
Paper work is completed accurately before the
end of each customer visit
Timing Max. 30 seconds

14. 13
Step 6 Of The Planned Call:
End the Call
Steps Involves:
• Thank customer for the business
• Reinforce standards
• Inform customer about next visit
Delivers:
• Customer satisfaction
• Clarity regarding next visit
Greet The Customer
ASMPQ execution
Sale Transaction
Focus Activity
Record and Report
End The Call

15. 14
Step 6 – End the Call
Operational Standard
Operational Aspect Meets Standards If
Thank customer for the business Formally thanking the customer
Reinforce standards Actively seeks co-operation in maintaining
standards
Inform customer about next visit Specifically communicate date of next visit
Timing 30 seconds