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Channel Sales Structure For Ups Product

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lokeshgupta80

The document discusses a sales and service strategy for online UPS systems in the 1-20 kVA range. It proposes appointing business associates (BA), power solution providers (PSP), and resellers to expand sales and service coverage across India. Key aspects of the strategy include brand building, product pricing, inventory management, establishing a national sales and service network, an inquiry management system, and focusing on identified customer segments.

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Overview Brand present in dealer/ direct sales of 1-20 kva range of on-line ups system APC -Schneider Hirel Bori/unitech Emerson-Liebert DB Hita Eaton -Powerware Numeric Consul Socomac Uniline Elent Delta Techser Enc Ador Aplab Power one Pegasus Powercom Az electronics Kirlosker Titronics Elnova
Segment wise analysis Company Targeted Segment Numeric BFSI & Govt RC business,Reseller ,So-Ho APC IT resellers ,So-Ho ,Institutions ,channel partner Emerson Reseller,BFSI ,Govt, Manufacturing ,SI's ,Telecoms,Business Partners Uniline Govt & RC business Delta Telecoms, Reseller ,channel partner Eaton Telecoms ,Broadcasting , Socomac Industrial ,Reseller and channel partner Aplab Direct sales Hierl Projects & Autoamtion SI's EnC Banking & direct sales
Channel Sales and service Models
APC/Emerson Sales & service model Reseller/SI's End customer Business Associate Company National distributor
Numeric/Uniline Sales & service model Reseller/SI's National Distributor End Customer Company
Proposed sales & service model Reseller/SI's National Distributor Business Associate End Customer Company Power Solution Provider (PSP)
Prerequisite from Company Brand Building & Market Communication Strategy. Best fit Product line & Pricing Strategy. Optimum Inventory of products & spares. National Channel Sales & Service network . Channel Sales & Service representation at every branch location. Channel Service Policy as per Business Model. Business Intelligence Cell. Inquiry Management System. Identified customer segment as per Channel Business model .
Branding & Market Communication Strategy Organizing branch level annual customer & reseller meet, participation in major national & regional exhibitions. Advertising in major info commercial sites,yellow pages,channel magazines, PR coverage. Channel Partner WEB Section dedicated to channels for product, sales scheme & other information. Web based registration process for new BA,PSP, Reseller which should be CRM enabled to mange inquiry as well segment wise focus. Certification program for PSP,Reseller,SI. Categorization of BA's in Diamond,Platinum,Gold based on YOY performance, Growth rate,Service support. Facilitation of same in annual BA meet,co-funding for their marketing expenses as per category. Champion program for BA's sales team and reward points allotment based on there sales performance, Quarterly redemption of reward points.
Product range & Pricing Proposed product line,LI 0.6,1 kva,OL 1-20kva ups,Insta switches Price list MRP & LP with online factor approval process of predefined approval authority. For eg:-1-0.85 channel representative ,0.84-0.75 Channel manager,0.74-0.7 DGM commercial,0.69 and above MD. Factor applicable for BA -0.82,DB PSP/Reseller/SI -0.86 on LP. Quarterly & Annual sales schemes. Channel finance facility to implement cash & carry model for BA's & credit facility from National Distributor to push the business . OL 2u - IB 1ph-1ph OL IB 1ph-1ph OL EB 1ph-1ph OLwith Xfrmer 1ph-1ph OL w/o xfrmer, 3ph-1ph OL with xfrmer, 3ph-1ph & 3ph-3ph 1,3 kva 1,3 kva 1,2,3 kva 5 kva 10 kva 10 kva 6kva 6kva 15 kva 20 kva 10kva 10 kva 20 kva
Inventory Management Sales tax registered offices at every branch /regional level to stock 'buy& sell' product & spares to cater channels requirement. Mandatory monthly forecast of UPS & Batteries, rating wise should be submitted on 1 st week of every month by branch offices keeping Stock. Batteries order should be taken along with Ups order to increase volume of business. batteries to be stocked only at regional level strictly based upon forecast given in 1 st week of month. Stocks at sales offices should be consumed on monthly basis if not possible then to be declared as excess in last week of month so it can be moved to another location where required. Periodic Schemes to get consumed stocks aging as and when required .
National Sales & Service Network National Distributor having good presence at all major location of India with good stocking capacity & friendly credit policy. National network of BA, representation in every A,B,C class towns and major industrial estates. Criteria for BA, exclusively selling product no other competing product, fulfilling min. criteria as below BA is authorized to sale & service upto 20kva.Direct/SI's orders of 1-20 kva to be routed through BA only,BA get preference in Corporate AMC cases. Depending upon performance and aggression BA should be authorized to cell other product line. , Class of city Turnover YOY growth rate Sales & Service staff A 120 lkhs 20% 12 B 60 lkhs 15 % 6 Rest of india 36 lkhs 10% 3
National Sales & Service Network Power Solution Provider (PSP) are authorized partner who can do only sell/service or sell&service both. PSP could be ex-BA, Networking co, Inverter seller,IT peripheral reseller,ups dealer,automation integrator/co. etc PSP are to be identified & appointed at every potential district place based on there 3 mths performance they are authorized as PSP & allowed to Install & maintain 1-3kva, after 6mths install & maintain upto 1-10kva sold by them. After better performance of 1yr they can be BA . System integrator executing large IT and automation project should be tied -up as Business Partners for sales. Reseller at every major town of India having regular requirement of 1-10kva online product range should be tapped for distribution business through National distributor.
Channel sales representation OEM tie Ups,Key accounts, national SI's, RC Business Head -Channel sales Channel sales Representative (every Branch level) BA, PSP, Reseller,SI channel sales manager /regional manager
Channel service representation Regional service manager Head operations & channel services Channel service representative (every Branch level) BA, PSP
Channel Service Policy BA should be authorized to Install,Maintain & Service upto 20kva product and take AMC in own name for 1-3kva ups & from 6-20kva on CO. with 70:25:5 ratio,break up is 70%-BA, 25%-DB, 5% to specific a/c against which only spares can be purchased . PSP if want & capable, should be allowed to install & maintain upto 10kva product and have to take AMC in name of CO. with breakup of 70:25:5. 1-20kva Product directly sold by Company/Reseller/SI to end customer can only be serviced by BA/PSP ,if both not present then Company. if BA/PSP/Company all three not present within periphery of 100 km of customer location in that case only off site warranty should be provided by seller on any product.
Channel Service Policy For multi locational order Installation,Maintenance & Service structure within periphery of 100kms from LSP's office above that on discretion of LSP. For any extended warranty case on ups,additional 10% of transfer price to be considered per year basis. Sharing 7.5:2.5 with LSP & CO respectively. Channel service representative responsible for and ensure fast and proper response in case of installation,service support and warranty support to BA/PSP & responsible for AMC,Battery & spares business. Sold by InC & warranty supported by % of Transfer price (with std warranty) Company BA/PSP 5% BA BA(ii)/PSP/Co. 5% PSP BA/Co. 5% Reseller/SI BA/PSP/Co. 8%
Business intelligence cell Business intelligence cell to track new investments,expansion, projects,opportunities. Keep identifying new PSP,Resellers, maintain regular touch with institutional & corporate customers & generating new prospect for channels as well direct Business. BI cell should be comprises of team leader and 3-4 telecallers, team lead track all information available from various sources and telecallers keep Mapping on key personals as well requirement requisition & start prospecting of potential business from new avenues ,then forwarding same to respective channel rep. key account management, mapping of all decision makers & influencer in an organization being in touch with them for any requirement or grievance. Keep track of there coming requirements, meet delivery schedule and followup's for out- standing etc. BI cell should take care of Channel partner WEB section online inquiries and providing feedback and responses to them.
Inquiry management system Monthly exercise of prospect base sharing and inquiry registration b/w respective channel rep & channel partners also shared with branch/regional manager to avoid multiple effort on same inquiry. Any inquiry of 1-20 kva to BO/RO/HO should be forwarded to respective channel rep with copy to channel manager to avoid any type of possible conflict. Direct inquiry of 1-20kva should be quoted by local channel rep with order to be placed on our authorized BA and later on execution should be done through BA who had worked for inquiry/ capable to provide better services/ Placing stocking order. If any BA claim any lead generation from our direct account then after verification we allow him to quote on our behalf only for 1-20kva range.
Inquiry management system No direct order of 1-20kva range, even if it is key account order to be routed through eligible BA chosen by regional/channel manager Once any account is given to BA then till he provide best services no need to introduce any other business partner in that account. In such cases local branch office has to take care in terms of account protection & Key account management. Multi locational inquiry registration with channels head and communication of same to all other channel partners to avoid internal price war. In case of an unrepresented area if any direct account is given to any BA/PSP that can be awarded to any new appointed BA/PSP for that territory at any point of time on discretion of company. No BA/PSP can quote in other than assigned territory without prior approval from corporate office.
Identified Customer Segments IT Reseller & SI's IT infrastructure IT/ITES Telecoms & ISP's Institutional Industrial BFSI & Govt business OEM's /Consultant/ SI's Automation
IT Reseller & SI's IT infrastructure Targeting A,B class reseller in every town for there on line ups requirements Tie-up with National & local SI's executing Computerization,Networking & IT infrastructure projects HPSPANCO IBM HCL TULIP PCS CMC CMS ALLIED DIGITAL ACCEL UTL CISCO JUNIPER WIPRO TCS ITI I BUILT SPANCO
IT/ITES Targeting Small & medium IT companies in respective city Mid sized BPO/KPO/Data processing houses Print houses ,Imaging,Media,Broadcasting (radio) CO.s Times group Fuji color labs Radio mirchi adlabs Sun asia broad casting Deccan herald Digital print houses Big Fm PVR Big cinema Lokmat Zee group Entertainment ltd Nav bharat Citi cable Star group Dainik bhaskar group Digi cable
Telecoms & ISP's Major Telecoms co.s for there MSC's /switching rooms/Retail outlets Telecom infrastructure leasing co.s Internet services provider Co.s Airtel idea Bsnl Tata tele vodafone Aircel Essar infra GTL TVse Quipo IMIL Indus Bharti infratel Excel Sify Hathway Dish net DSL
Institutional District level Engg, Medical ,Pharmacy ,Law ,Science, Nursing Collages Research Institutes,Testing Labs,Hospitals ,Path labs Small offices,cooperative societies/food processors Retail chains,shopping malls,corporate houses COE Samrrudh jivan Shoppers stop more.. bajaj Medical collages Govt mediacal collages Relaince Fresh Future group Asian paints Polytechnic collages DRDO Nursing Homes Aditya birla hospitals Subhiksha CPRI Pvt hospitals Apollo hospials Relaince Dairy
Industrial SME's & medium scale industries for support of there IT/Automation infrastructure Manufacturing & Process industries in MIDC/AKVN Export oriented units ,distribution centers . EOU SEZ Logistics Power plants pharmaceutical Auto industires cement textile Sugar plants Chemical Process Auto component
BFSI & Govt business Private/ Cooperative/ Nationalized Banks ,General/ Life/ Medical Insurance co.s Stock broking co.s & financial institutions Central & state Govt organizations like Railways, military, municipal corporations State capital offices ,Govt collages & training institutes DGS&D, Nixie,NIC and state level Rate contract business SBI ICICI India info line CME DGS&D BOB LIC karvy State RTO's MPLUN UTI United India assurance Central railways Municipal corporation NIC AXIS India bulls DMRC Reservation counters GIL
OEM's /Consultant/ SI's Automation Bundling of product with with Original Equipment Manufacturers (OEM) or regional Distributor/Reseller Project consultants /panel builders/architect/electrical contractors National & Regional Industrial automation & process system integrators L&T ABB Jhonson cotrol Siemens Rockwell Forbes Marshall Alfa lavel Honeywell BHEL yogokawa Alstom (oreva) FUJI Phillips medical Siemens medical Ayaya global connect Kirloskar Honda EIL UDHAE Thermex enviro
Plan of action Fine tuning of existing BA's Focus. Pushing them to work on targeted segments as described. Quantifying existing channel partners run rate business from past performance and based on market potential. Start pushing for sales growth & min. stock requirement by providing new schemes on monthly/quarterly basis. Increasing coverage by opening new branch offices of existing BA and appointing New BA and PSP's at unrepresented regions. Figs Targeted :- All india BA -30+, PSP(sales & service) -20+, PSP(sales)-30+, Reseller-50+ Initiating tie-up with Major SI's HCL,Wipro,PCS,IBM Finalizing National Distributor Rate contract initiative DGS&D & NIC rate contract
SUGGESTIONS Thank you Lokesh Gupta

More Related Content

Channel Sales Structure For Ups Product

  • 1. Overview Brand present in dealer/ direct sales of 1-20 kva range of on-line ups system APC -Schneider Hirel Bori/unitech Emerson-Liebert DB Hita Eaton -Powerware Numeric Consul Socomac Uniline Elent Delta Techser Enc Ador Aplab Power one Pegasus Powercom Az electronics Kirlosker Titronics Elnova
  • 2. Segment wise analysis Company Targeted Segment Numeric BFSI & Govt RC business,Reseller ,So-Ho APC IT resellers ,So-Ho ,Institutions ,channel partner Emerson Reseller,BFSI ,Govt, Manufacturing ,SI's ,Telecoms,Business Partners Uniline Govt & RC business Delta Telecoms, Reseller ,channel partner Eaton Telecoms ,Broadcasting , Socomac Industrial ,Reseller and channel partner Aplab Direct sales Hierl Projects & Autoamtion SI's EnC Banking & direct sales
  • 3. Channel Sales and service Models
  • 4. APC/Emerson Sales & service model Reseller/SI's End customer Business Associate Company National distributor
  • 5. Numeric/Uniline Sales & service model Reseller/SI's National Distributor End Customer Company
  • 6. Proposed sales & service model Reseller/SI's National Distributor Business Associate End Customer Company Power Solution Provider (PSP)
  • 7. Prerequisite from Company Brand Building & Market Communication Strategy. Best fit Product line & Pricing Strategy. Optimum Inventory of products & spares. National Channel Sales & Service network . Channel Sales & Service representation at every branch location. Channel Service Policy as per Business Model. Business Intelligence Cell. Inquiry Management System. Identified customer segment as per Channel Business model .
  • 8. Branding & Market Communication Strategy Organizing branch level annual customer & reseller meet, participation in major national & regional exhibitions. Advertising in major info commercial sites,yellow pages,channel magazines, PR coverage. Channel Partner WEB Section dedicated to channels for product, sales scheme & other information. Web based registration process for new BA,PSP, Reseller which should be CRM enabled to mange inquiry as well segment wise focus. Certification program for PSP,Reseller,SI. Categorization of BA's in Diamond,Platinum,Gold based on YOY performance, Growth rate,Service support. Facilitation of same in annual BA meet,co-funding for their marketing expenses as per category. Champion program for BA's sales team and reward points allotment based on there sales performance, Quarterly redemption of reward points.
  • 9. Product range & Pricing Proposed product line,LI 0.6,1 kva,OL 1-20kva ups,Insta switches Price list MRP & LP with online factor approval process of predefined approval authority. For eg:-1-0.85 channel representative ,0.84-0.75 Channel manager,0.74-0.7 DGM commercial,0.69 and above MD. Factor applicable for BA -0.82,DB PSP/Reseller/SI -0.86 on LP. Quarterly & Annual sales schemes. Channel finance facility to implement cash & carry model for BA's & credit facility from National Distributor to push the business . OL 2u - IB 1ph-1ph OL IB 1ph-1ph OL EB 1ph-1ph OLwith Xfrmer 1ph-1ph OL w/o xfrmer, 3ph-1ph OL with xfrmer, 3ph-1ph & 3ph-3ph 1,3 kva 1,3 kva 1,2,3 kva 5 kva 10 kva 10 kva 6kva 6kva 15 kva 20 kva 10kva 10 kva 20 kva
  • 10. Inventory Management Sales tax registered offices at every branch /regional level to stock 'buy& sell' product & spares to cater channels requirement. Mandatory monthly forecast of UPS & Batteries, rating wise should be submitted on 1 st week of every month by branch offices keeping Stock. Batteries order should be taken along with Ups order to increase volume of business. batteries to be stocked only at regional level strictly based upon forecast given in 1 st week of month. Stocks at sales offices should be consumed on monthly basis if not possible then to be declared as excess in last week of month so it can be moved to another location where required. Periodic Schemes to get consumed stocks aging as and when required .
  • 11. National Sales & Service Network National Distributor having good presence at all major location of India with good stocking capacity & friendly credit policy. National network of BA, representation in every A,B,C class towns and major industrial estates. Criteria for BA, exclusively selling product no other competing product, fulfilling min. criteria as below BA is authorized to sale & service upto 20kva.Direct/SI's orders of 1-20 kva to be routed through BA only,BA get preference in Corporate AMC cases. Depending upon performance and aggression BA should be authorized to cell other product line. , Class of city Turnover YOY growth rate Sales & Service staff A 120 lkhs 20% 12 B 60 lkhs 15 % 6 Rest of india 36 lkhs 10% 3
  • 12. National Sales & Service Network Power Solution Provider (PSP) are authorized partner who can do only sell/service or sell&service both. PSP could be ex-BA, Networking co, Inverter seller,IT peripheral reseller,ups dealer,automation integrator/co. etc PSP are to be identified & appointed at every potential district place based on there 3 mths performance they are authorized as PSP & allowed to Install & maintain 1-3kva, after 6mths install & maintain upto 1-10kva sold by them. After better performance of 1yr they can be BA . System integrator executing large IT and automation project should be tied -up as Business Partners for sales. Reseller at every major town of India having regular requirement of 1-10kva online product range should be tapped for distribution business through National distributor.
  • 13. Channel sales representation OEM tie Ups,Key accounts, national SI's, RC Business Head -Channel sales Channel sales Representative (every Branch level) BA, PSP, Reseller,SI channel sales manager /regional manager
  • 14. Channel service representation Regional service manager Head operations & channel services Channel service representative (every Branch level) BA, PSP
  • 15. Channel Service Policy BA should be authorized to Install,Maintain & Service upto 20kva product and take AMC in own name for 1-3kva ups & from 6-20kva on CO. with 70:25:5 ratio,break up is 70%-BA, 25%-DB, 5% to specific a/c against which only spares can be purchased . PSP if want & capable, should be allowed to install & maintain upto 10kva product and have to take AMC in name of CO. with breakup of 70:25:5. 1-20kva Product directly sold by Company/Reseller/SI to end customer can only be serviced by BA/PSP ,if both not present then Company. if BA/PSP/Company all three not present within periphery of 100 km of customer location in that case only off site warranty should be provided by seller on any product.
  • 16. Channel Service Policy For multi locational order Installation,Maintenance & Service structure within periphery of 100kms from LSP's office above that on discretion of LSP. For any extended warranty case on ups,additional 10% of transfer price to be considered per year basis. Sharing 7.5:2.5 with LSP & CO respectively. Channel service representative responsible for and ensure fast and proper response in case of installation,service support and warranty support to BA/PSP & responsible for AMC,Battery & spares business. Sold by InC & warranty supported by % of Transfer price (with std warranty) Company BA/PSP 5% BA BA(ii)/PSP/Co. 5% PSP BA/Co. 5% Reseller/SI BA/PSP/Co. 8%
  • 17. Business intelligence cell Business intelligence cell to track new investments,expansion, projects,opportunities. Keep identifying new PSP,Resellers, maintain regular touch with institutional & corporate customers & generating new prospect for channels as well direct Business. BI cell should be comprises of team leader and 3-4 telecallers, team lead track all information available from various sources and telecallers keep Mapping on key personals as well requirement requisition & start prospecting of potential business from new avenues ,then forwarding same to respective channel rep. key account management, mapping of all decision makers & influencer in an organization being in touch with them for any requirement or grievance. Keep track of there coming requirements, meet delivery schedule and followup's for out- standing etc. BI cell should take care of Channel partner WEB section online inquiries and providing feedback and responses to them.
  • 18. Inquiry management system Monthly exercise of prospect base sharing and inquiry registration b/w respective channel rep & channel partners also shared with branch/regional manager to avoid multiple effort on same inquiry. Any inquiry of 1-20 kva to BO/RO/HO should be forwarded to respective channel rep with copy to channel manager to avoid any type of possible conflict. Direct inquiry of 1-20kva should be quoted by local channel rep with order to be placed on our authorized BA and later on execution should be done through BA who had worked for inquiry/ capable to provide better services/ Placing stocking order. If any BA claim any lead generation from our direct account then after verification we allow him to quote on our behalf only for 1-20kva range.
  • 19. Inquiry management system No direct order of 1-20kva range, even if it is key account order to be routed through eligible BA chosen by regional/channel manager Once any account is given to BA then till he provide best services no need to introduce any other business partner in that account. In such cases local branch office has to take care in terms of account protection & Key account management. Multi locational inquiry registration with channels head and communication of same to all other channel partners to avoid internal price war. In case of an unrepresented area if any direct account is given to any BA/PSP that can be awarded to any new appointed BA/PSP for that territory at any point of time on discretion of company. No BA/PSP can quote in other than assigned territory without prior approval from corporate office.
  • 20. Identified Customer Segments IT Reseller & SI's IT infrastructure IT/ITES Telecoms & ISP's Institutional Industrial BFSI & Govt business OEM's /Consultant/ SI's Automation
  • 21. IT Reseller & SI's IT infrastructure Targeting A,B class reseller in every town for there on line ups requirements Tie-up with National & local SI's executing Computerization,Networking & IT infrastructure projects HPSPANCO IBM HCL TULIP PCS CMC CMS ALLIED DIGITAL ACCEL UTL CISCO JUNIPER WIPRO TCS ITI I BUILT SPANCO
  • 22. IT/ITES Targeting Small & medium IT companies in respective city Mid sized BPO/KPO/Data processing houses Print houses ,Imaging,Media,Broadcasting (radio) CO.s Times group Fuji color labs Radio mirchi adlabs Sun asia broad casting Deccan herald Digital print houses Big Fm PVR Big cinema Lokmat Zee group Entertainment ltd Nav bharat Citi cable Star group Dainik bhaskar group Digi cable
  • 23. Telecoms & ISP's Major Telecoms co.s for there MSC's /switching rooms/Retail outlets Telecom infrastructure leasing co.s Internet services provider Co.s Airtel idea Bsnl Tata tele vodafone Aircel Essar infra GTL TVse Quipo IMIL Indus Bharti infratel Excel Sify Hathway Dish net DSL
  • 24. Institutional District level Engg, Medical ,Pharmacy ,Law ,Science, Nursing Collages Research Institutes,Testing Labs,Hospitals ,Path labs Small offices,cooperative societies/food processors Retail chains,shopping malls,corporate houses COE Samrrudh jivan Shoppers stop more.. bajaj Medical collages Govt mediacal collages Relaince Fresh Future group Asian paints Polytechnic collages DRDO Nursing Homes Aditya birla hospitals Subhiksha CPRI Pvt hospitals Apollo hospials Relaince Dairy
  • 25. Industrial SME's & medium scale industries for support of there IT/Automation infrastructure Manufacturing & Process industries in MIDC/AKVN Export oriented units ,distribution centers . EOU SEZ Logistics Power plants pharmaceutical Auto industires cement textile Sugar plants Chemical Process Auto component
  • 26. BFSI & Govt business Private/ Cooperative/ Nationalized Banks ,General/ Life/ Medical Insurance co.s Stock broking co.s & financial institutions Central & state Govt organizations like Railways, military, municipal corporations State capital offices ,Govt collages & training institutes DGS&D, Nixie,NIC and state level Rate contract business SBI ICICI India info line CME DGS&D BOB LIC karvy State RTO's MPLUN UTI United India assurance Central railways Municipal corporation NIC AXIS India bulls DMRC Reservation counters GIL
  • 27. OEM's /Consultant/ SI's Automation Bundling of product with with Original Equipment Manufacturers (OEM) or regional Distributor/Reseller Project consultants /panel builders/architect/electrical contractors National & Regional Industrial automation & process system integrators L&T ABB Jhonson cotrol Siemens Rockwell Forbes Marshall Alfa lavel Honeywell BHEL yogokawa Alstom (oreva) FUJI Phillips medical Siemens medical Ayaya global connect Kirloskar Honda EIL UDHAE Thermex enviro
  • 28. Plan of action Fine tuning of existing BA's Focus. Pushing them to work on targeted segments as described. Quantifying existing channel partners run rate business from past performance and based on market potential. Start pushing for sales growth & min. stock requirement by providing new schemes on monthly/quarterly basis. Increasing coverage by opening new branch offices of existing BA and appointing New BA and PSP's at unrepresented regions. Figs Targeted :- All india BA -30+, PSP(sales & service) -20+, PSP(sales)-30+, Reseller-50+ Initiating tie-up with Major SI's HCL,Wipro,PCS,IBM Finalizing National Distributor Rate contract initiative DGS&D & NIC rate contract
  • 29. SUGGESTIONS Thank you Lokesh Gupta