Digital training for improved sales capability

Market Growth Representatives of HCCB have been following the same discipline for many years. Visit the retailers as outlined in their journey plan for the day, take orders, get a first-hand understanding of the demand, merchandise the outlets and ensure that company products are arranged and showcased properly. But before they get to the market, MGRs are given a two-week training to enhance their familiarity with the digital ecosystem. They are also trained on the use of mobile tablets and the Sales Force Automation (SFA) tool therein.

With a connected mobile tablet in hand, blessed with the SFA tool, MGRs are able to offer the best deals to their customers (retailers). Also, if there is any customer about who he needs to know more, it is just a click away on his always-connected tablet.

HCCB’s customers find it a great way of working too. Because when MGRs have completed taking an inventory of all the products that are needed by the retailer, the final spend and margin for the customer is displayed on their tablet screen.

HCCB spent 18 months to map the entire process of sales automation and in customisation of the software that is being used on the tab.

“We took cognizance of the fact that skilling, reskilling and upskilling but more importantly in the socialisation and the institutionalisation of SFA as a tool of empowerment,” says Sanjeev Marya, AVP at HCCB.

HCCB’s new, digital way of working is also in sync with the Digital India and Skill India plans announced by the NDA government. Skill India mission was launched by Prime Minister Narendra Modi to train 400 million people in various skills by 2022. Digital India, also launched in July 2015, aims to improve digital literacy in India and connect rural India with high-speed Internet.

With upskilled teams like those of MGRs, Hindustan Coca-Cola Beverages is preparing for the launch of more products, for which the always-connected tablets are critical.

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