Appointing a Dealer


  1. The Branch Manager perceives a need for an additional dealer in an area. Need occurs if any existing dealer leaves or is removed. It could also happen when the company expands into new territory.
  2. The Branch Manager has to convince the general manager of the division about the need for anew dealer.
  3. The selection process for the dealer begins with placing advertisements in newspapers and trade magazines inviting applications. Applications for dealership are directed to the concerned branch manager.
  4. The branch manager then reviews the application forms and prepares a shortlist if necessary. The company has not laid down any concrete guidelines for shortlisting at this stage. The branch manager is allowed to exercise his discretion.
  5. The shortlisted applicants are interviewed by the branch manager along with the regional sales manager of the division. Whatever additional information is required is obtained from the applicants during the interview. The dealers are evaluated on:
    1. Prior business record
    2. The capability of maintaining and running his own showroom
    3. Financial strength
    4. Inventory: The dealer must have enough working capital for maintaining specified level of inventory. This condition is however is applied only in the case of dealers whose territories are located considerably away from a branch office. This is because there is a company owned warehouse along with every branch office and for dealers located in the same cities there is no necessity to maintain separate inventory
    5. Contacts with customers
    6. Availability of salesforce to service customer effectively. In addition, technicians also need to be present to meet the after-sales service requirements of the products
  6. The final selection decision is made after talking with the bankers of the applicant. This is done to check the veracity of information regarding financial strength and prior business experience. It is only after the company is satisfied regarding all aspects of he information, that it sends the dealer an appointment letter
  7. The appointment letter lays down several terms of the contract that have to be fulfilled by the dealer. The company expects the dealers not to sell any competitors’ products. The dealer is also expected to conduct his business only within the clearly demarcated sales territory allocated to him by the company.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Selection of Dealers


  • The company does not advertise for new dealers. Whenever the need to appoint a new dealer for an area is felt the word is spread around. This is being used as the type of dealer who sell pumps and motors are mostly concentrated in a locality in every town or city
  • The interested dealers are asked to present before the branch manager and the group marketing manager as to how they would be able to serve the company
  • The selection is then done on the basis of following criteria:
  1. Financial Strength: The capability of the dealer to be able to hold sufficient stock as per the potential of the area, both in the present and in the future, and whether he will be able to pay the companies dues in time.
  2. Manpower: the strength of the workforce for handling sales, delivery, store handling, after sales service etc. the quality of the workforce in terms of educational qualifications, technical competency, and experience is also seen.
  3. Contacts: As the business for these types of products is done on  the basis of contacts that form a major basis for selection and include the present customers of the dealers, experience in dealing with such customers, and overall contacts in the society
  4. Floor space: Depending on the quantity of products to be stocked for the targeted sales, the floor space of the godown should be sufficient and located close to the market
  5. Location: Location and ambiance of the outlet are not important.
  • Feedback from the market is obtained through the market network and the present dealer network. The feedback is sought for things like authenticity of the claims and the reputation of the person to be appointed.
  • Appointment is given to the elected dealers after they give a security deposit. Every dealer is required to make a deposit with the company, which works out to roughly around three months of expected sales.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Direct Sales Calls


  • Do sufficient research to identify potential customers who appear to need your product. This means pulling together names, addresses, and telephone numbers of companies in your market area that use the types of products you are trying to sell. Calling on companies that do not use your products only wastes time, energy, and money.
  • Get the name, address, and telephone number of the specific individual responsible for purchasing the  types of products you are selling. It won’t do much good to talk to the marketing manager if you’re trying to sell computer programs, or the general manager if you’re selling machine tools.
  • Know your sales pitch before calling. No one has time to chit-chat about superfluous subjects. No one cares about how you feel, nor do they care to tell you how they feel. One sentence describing your product and why the listener should buy it is all you’ve time for. If you continue beyond one sentence, either you’ll be thrown out or you’ll lose the interest of your  potential customer. When buyers want to hear more, they ask questions. If there are no questions, there’s no interest.
  • Don’t attempt to close an order at the first contact—either by phone or in person. If the person is interested, ask what would be convenient time and place for you to return and elaborate on your product offering, including prices, delivery schedules, and quality guarantees.
  • Focus on the benefits to be gained from using your product, not on its price. Explanations of product pricing and delivery options should wait for second contact. If you’re forced to the wall, try to keep your description of your pricing structure general.
  • Follow up all potential leads with another call, a letter, or a sample of your product. The scret to building a first-stage business base through direct sales is to continually follow up with any potential customer that seems the least bit interested in your product.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Customers Criteria for Assessing Service


Customers assess service by:

  1. Reliability – dependable and accurate performance of promised service
  2. Responsiveness – willingness/readiness to provide prompt service
  3. Competence – knowledge and skill to perform the service
  4. Access – approachability and ease of contact of service personnel
  5. Courtesy – politeness, consideration, and friendliness of service personnel
  6. Communication – keeping customers informed, listening to customers
  7. Credibility – trustworthiness, believability, honesty
  8. Security – freedom from danger, risk, or doubt
  9. Understanding/knowing customer – knowing customer’s needs
  10. Tangibles – physical evidence of service

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Interacting with People


Direct open communication with others fosters trust, enhances information flow, and builds stronger relationships. Use following guidelines to increase such communication:

  • Let people know in a timely way about information that affects them. Respond as quickly as possible to any questions they may have.
  • Be aware of the messages you send non-verbally. Communicate a positive, open message to people by facing them and making eye contact (or using other culturally appropriate gestures when in other countries or cultures).
  • To help your employees and others develop their skills, convey positive and constructive feedback. Positive feedback lets people know what they are doing correctly and the behavior you appreciate. Constructive feedback informs people of their ineffective behavior and gives them an opportunity to compensate for or improve the behavior.
  • If conflicting or mixed messages come up in conversation, confront the discrepancy and work with the other person to clarify the misunderstanding.
  • When you receive vague messages, define the issues in concrete terms so that all parties are clear about what is being said.
  • When you need to get a point across in a direct, nonaggressive, fashion, simply say what you think and feel without putting the other person down.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Corporate Ghettos


When the personality of an organization breaks up, individuals develop their own cult following. A reaction common to many organizations is the establishment of corporate ghettos, where individuals gather together in the absence of proper leadership to form informal but fiercely defensive groups.

These separate ghettos become the mainstay of internal communication and loyalty switches from the organization to the ghetto. All socializing and as much working contact as possible is restricted to other members of the ghetto.

Ghettos can have amazing influence on the lives of all concerned and in time come to dominate the entire culture and effectiveness of an organization.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Speed and Time


Speed and time measures are very important factors to many customers. The speed with which your company can deliver, whatever it provides, can actually gain you competitive advantage and allow you to offer higher satisfaction, and maybe even demand, or ask a price premium from your customers for that convenience of doing things faster or quicker. However it is not just about the core product, it is also about every single contact or initiation with a customer, from answering the telephone, to replying letters, to the length of a phone call, to how long you’ve been put on hold etc. the customer measures all these factors, largely unconsciously.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Service Culture


Any policy, procedure, aspect, action, or inaction of an organization contributes to the service culture. This includes employee appearance, the way employees interact with customers, and their knowledge, skill and attitude levels. It also encompasses the physical appearance of the organization’s facility, equipment, and any other aspect of  the organization with which the customer comes into contact.

Service culture has following elements:

  • Service philosophy:  Direction or vision of the organization that gives you day-to-day interactions with the customer.
  • Employee roles and expectations: Specific communications or measures that indicate what is expected of you in customer interactions and define how your performance will be evaluated.
  • Policies and procedures: Guidelines that define how various situations or transactions will be handled. These can help or hinder service delivery depending on your flexibility in interpreting and applying them.
  • Management support: Availability of management to answer questions and assist you in customer interactions, when necessary.
  • Motivators and rewards: Monetary, material items or feedback that prompts you to continue to deliver service and perform at a high level.
  • Training: Instruction or information provided through a variety of techniques that teach knowledge or skills, or attempt to influence your attitude toward excellent service delivery

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Telephone Marketing


Among the many new forms of marketing is telephone marketing, which is now practiced by more and more companies – and by entrepreneurs.

Currently there are three ways you can engage in telephone marketing. The first way is individual phone calls made by you or a member of your company. The second way is mass telephone marketing, which is carried out by firms specializing in it and is directed at thousands of potential customers at a time. The third way is by computer. Computerized calling machines actually call prospects, deliver tape-recorded sales pitches, and even pause during their messages so that prospects can answer questions and place orders. This method may be a bit impartial, and many consider it an invasion of privacy, but it is commonly practiced. And for many a company, it works.

A telephone calls takes less time than a canvass, is more personal than a letter, costs less than both (unless it’s long distance), and provides you with fairly close personal contact with your prospect. It is hardest to say no to a person’s face. It is less hard to say no to a person’s voice. And it is least hard to say no to a person’s letter.

As with advertising, telephone marketing should be part of an overall marketing program. And it should be continuing effort. One phone call isn’t enough. If a member of your company makes the phone calls, certain incentive policies should be instituted.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Muddled Communication


It is only when an organization fails to communicate effectively with its market place that problems are sometimes noticed.

The first response to a drop in sales can be an immediate call for a new identity of a new advertising campaign. Rebranding may be expensive but it can be an easier pill to swallow than brutally honest self-examination of core relationships.

Less than scrupulously honest communication companies will queue up to offload and organization’s cash if they think there is money to be made; but putting a new face on a sick organization is purely papering over the cracks.

Muddled communication has often been the first point of contact with new companies. Many companies prefer easy, con-confrontational action that they can take immediately to challenging questions and the need to may be think and behave in new ways.

Only when presented with unequivocal evidence are some companies prepared to take hard decisions, especially if it involves the agreement and support of peers—worse still—bosses.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Previous Older Entries