• Need Diagnostic Study (NDS): As part of this exercise, Centum experts visited 12 different cities covering a mix of the metro market, Tier 2, 3, 4 & also markets based on brand leadership, challengers & follower categories. In all, they covered 100+ outlets across categories
• Stakeholder feedback: Second part of the Deep Dive, included meetings with key stakeholders, i.e. National Training Head, South-East Asia Retail Head, Area Managers, Retailers & Training Teams
• Competition info: As part of the exercise, team Centum also visited other competitor outlets. The objective was to benchmark based on promoters profile, attrition level, store relation & productivity
• Voice of customer: Our experts also took feedback from the customers about their preferred brand, features, and price. To help get a deeper understanding of the brand’s positioning & enablers

• No sales skill development: The entire emphasis of the promoter & front-line sales team was product training, with no focus on sales skill development which was lacking
• No standard evaluation & categorisation: There was no standard mechanism for categorization and the evaluation of promoters. The client treated all the promoters at par, and training was generic in nature
• Lack of a structured training program: There was less focus on the upskilling of trainers. In comparison, trainers were good at product knowledge but lacked coaching & platform skills

• Scientific & unbiased categorisation of 1200 Promoters based on a mix of Input & output parameters was done. The input was the sales competency index, a combination of call opening, FABing, objection handling, and more. Output was of 3 elements, i.e. the counter share, conversion ratio & hero product sales. We discussed and agreed on both the input & output criteria with the CEO & South-East Asia Head level
• A customised & blended learning journey was designed, based on the categorisation of promoters – Platinum, Gold & Silver. All Learning journeys were defined with specific business KPIs in mind
• Trainer assessment & categorisation was also done on a similar framework
• A boot camp was conducted to have a standard & uniform delivery across, 3 full day joint workshops were conducted with SMEs, stakeholders & trainers

• A 70:20:10 model was rolled out. Emphasis was on OJT as a majority of the skill gap was observed in sales skills.
• A project charter with clear timelines & responsibilities was defined
• Fitness certification was the biggest enabler, that we did for all promoters. Fitness certification is a 30 minutes exercise with each trainee involving one product quiz, sales quiz & a role play. It helps establish the level of the trainee. It is done monthly or once a quarter depending on the level, i.e. if platinum, it will be done once a quarter. For gold, every alternate month & silver goes through this every month.
• Continuous learning with a mix of CRT, OJT, online assessment & digital learning.
• Robust project governance was put in place to review the KPI movement fortnightly. Governance meeting was clearly measured as status vs desired level & modifications were done around inputs on a real-time basis.
• Monthly project review meetings were held with South-East Asia Head & National Training head, on KPIs

“Centum Learning’s Sales advisory solution has played a monumental role to bring a paradigm shift in evaluating Promoter benchmarking based on Store potential, Counter share, Skill & Knowledge index thus bringing in huge upside on cost-saving, Productivity & market share.
They have bought about 21% increase in sales productivity of our promoters.
In all, the partnership has led us to a training value creation of 120 Mn. In our journey ahead, Centum will have to play a pivotal role to build a complete market dominance & leadership through this partnership.”

National Sales Training Head