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CELTEL NIGERIA:

The MD Steps –

Retail Coverage

1

Retail Coverage

The Planned Call

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

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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

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

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

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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

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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

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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

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

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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

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

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

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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

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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