10-Nov-08

TRADE AGENT TRAINING

Training Content Section 1 Training ground rules Training Objectives Introduction Our Unique Selling

Proposition Etisalat Distribution

Model

Section 2

Products & Services

Section 3

Trade Agent Team Leader Distribution Partners Retail Outlets Roles & Responsibilities of TA TA Reporting tools TA Daly Routine Real life scenario & Brain

teasers Work Tools A day in the life of a TA Key performance Area Performance Management

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Training Ground Rules

Listen

Think outside the box

No handsets

Tea/Lunch Break

Bathroom Break

Questions

At the end of this training session, every participant should:

Understand the role and responsibilities of a Trade Agent and Team Leader

Know the tools required to execute the Trade Agent function

Be able to use the Planned Call Process to perform the Trade Agent sales function

To understand the requirements , used in measuring a Trade Agent’s performance

Training Objectives

Brief History of Etisalat

Etisalat is an emerging global brand committed to delivering a suite of customer-driven solutions

• Fastest growing Telco in the world – “ Informa Telecoms & Media (July 2008)

With Headquarters in UAE, but with footprints in 16 countries spread across the Middle East, Africa and Asia

• Over 63million subscribers in 16 countries (June 2008)

Etisalat Vision & Mission

Vision

Etisalat’s vision is a world where people’s reach is not limited by matter or distance; a world where people will effortlessly stay in touch with family and friends; a world where businesses of all sizes can reach new markets without the limitations of distance and travel.

Mission Etisalat’s mission is to extend people’s reach. Etisalat is actively developing advanced networks that will enable people to develop, learn and grow.

Etisalat Core Values

Optimism

Caring

Energy

Openness

Reliability

Simplicity

Etisalat Core Values:

Our Unique Partnership Proposition

Effective & Efficient Distribution Network

Secure profitability for loyal Distribution Partners

Territorial Assignment for Distribution Partners for ease of control & management

Good Network Quality

Etisalat Distribution Structure

ETISALAT SALES

DISTRIBUTION PARTNERS

TRADE KEY ACCOUNTS

VIRTUAL AIRTIME DISTR.

TRADE AGENTS SUB-DEALERS

RETAILERS/ HAWKERS

RETAIL OUTLETS

END USER

Benefits of the model

• Improved brand visibility

• Pervasive & Efficient Stock Distribution

• Improved market share

• Airtime availability at all time

Etisalat Distr. Model (cont’d)

Q & A

TRADE AGENT

A Trade Agent is an Etisalat Frontline Sales Representative assigned to an authorized Distribution Partner.

Who is a Trade Agent?

TEAM LEADER

A Team Leader is an Etisalat personnel that is responsible for supervising the activities of a team of Trade Agents assigned to a Distribution Partner

Who is a Team Leader?

• Supervise all daily activities of the Trade Agents assigned to him/her

• Conduct the Trade Agents Performance Measurement

• Escalate all Distribution Partner issues through the Dealer Specialist

Responsibilities of a Team Leader

DISTRIBUTION PARTNER

A Distribution Partner is an authorized dealer at the top of the chain charged with the function of redistributing Etisalat products

Who is a Distribution Partner?

RETAIL OUTLETS

Location or persons in the channel who interfaces between the Trade Agents and the End users/consumers

Definition of Retail Outlets?

PRODUCTS & SERVICES

Introduction

Etisalat is offering two product packages:

- Easy Starter

- Enuff Yarn

Products Definition

Easy Starter Package is the Prepaid package being used for the mass market.

Enuff Yarn is the Package that will be used by the Business Centers.

Easy Starter SIM Pack

Each Starter Pack consists of:

Mini CD Hard Plastics

SIM Cards

User Guides

Easy Starter Activation

Easy Starter SIMs are activated upon the first call by the subscriber.

The trigger to activate the SIM is a call to:

Any mobile or PSTN line.

IVR

Toll free numbers

Dialled barred numbers or unsuccessful call attempts

Products’ Business Rules

Subscribers will be able to enjoy the lifetime validity of the Easy starter as long as they make calls, send SMS’ or recharge (chargeable event) within a period of 90 days.

The Grace period allows the subscriber to receive calls, receive SMS’, to make emergency calls, to call customer care and to recharge.

Where the subscriber does not recharge in the Grace period, the MSISDN will be in the Suspension period.

Business Rules

The Suspension Period allows the subscriber to receive calls, receive SMS’, to make emergency calls, to call customer care and to recharge.

Where the subscriber does not recharge in the Suspension period, the MSISDN will be recycled.

Easy Starter Recharge Means

Denomination [NGN] Recharge Means Validity

50 e-Pin 90

100 e-Pin 90

200 Scratch card / e-Pin 90

500 Scratch card 90

750 Scratch card 90

1000 Scratch card 90

2000 Scratch card 90

5000 Scratch card 90

Recharge Card Denominations

Non-validity Activities

These activities do not extend the validity of a line:

Deduction of daily fee. Calls to call center. Calls to free of charge IVR. Calls to toll free numbers or emergency numbers. Sending or receiving of balance notifications Usage of free promotions(e.g. free on-net minutes)

E-Top Up & E-Pin

E-Top Up is the electronic recharge of a subscriber’s account by using the electronic top up means.

Resellers can recharge subscribers with any amount.

E-Top up is available to any Etisalat business center and other point of sales that have been registered for the E-Top up.

e-Pins are commercially available at any Etisalat point of sales throughout Nigeria in 3 denominations N50, N100 and N200.

Home Zone

HomeZone concept allows Easy starter subscribers to choose their homes / offices as Home Zone in order to enjoy lower rates from that location.

When choosing a HomeZone subscribers has to be located in the location to be selected as the HomeZone

Subscribers can select and change their Home Zone location via IVR and USSD.

Every subscriber can only have one Home Zone at a time.

Home Zone cont’d

Originated national voice calls from the HomeZone location will have discounted tariff rates.

For International calls and premium numbers the Home Zone discount does not apply.

Normal rates will apply on originated SMS, MMS and Data sessions from the Home Zone.

Calls outside of the Home Zone will be charged according to the normal tariff rate of easy starter.

Home Zone cont’d

If subscribers do not select any location as their preferred then normal tariff rates will apply to all Calls/SMS/Data sessions.

Before every originated call made inside the Home Zone, a prompt will be played: “This is a Home Zone call”

If subscribers originate a call from the Home Zone and move out of the Home Zone during the call, the call will be considered as a Home Zone call and vice versa.

Per second billing applies by default on all calls.

Home Zone cont’d

To set / change a Home Zone, subscriber needs to have Etisalat coverage. The first selection of the Home Zone is always free of charge.

Home Zone cont’d Set / Replace your Home Zone *242#

242# to set the first Home Zone for free or replace the already Home Zones to the current location.

SMS text in case of first selection: Dear Customer, the selection of current location as your Home Zone is successful. You can now enjoy preferential rates for calls originated from this zone.

SMS text in case change of Home Zone: Dear Customer, you are about to replace your Home Zone with this current location for a fee of xxx Naira. Press 1 to confirm.

In case of confirmation the same SMS of first selection is set

*243# to query current location for Home Zone

SMS text in case in Home Zone: Dear Customer, you are now in your Home Zone, preferential rates for originated calls from this zone apply.

SMS text in case out of Home Zone: Dear Customer, you are currently not in your Home Zone. To select this zone just dial *242#.

2430# to find out the name of the Home Zone selected

SMS text: You have set 1 Home Zone: <homezonename>

*2431# to activate Home Zone voice prompt

SMS text: Dear Customer, you have been successfully activated for the Home Zone notification voice prompt.

*2432# to deactivate Home Zone voice prompt

SMS text: Dear Customer, you have been successfully deactivated for the Home Zone notification voice prompt.

Available Services

SIM

Replacement

Scratch Card

Replacement

e-Pin

Replacement

SIM Services

Voice Call

Call Confer.

CLIP / CLIR

Emergency /

Premium No.

Voice Services

Receiver Pays

International

SMS

International

Messaging

Access

Credit Me

Basic & Advanced

Messaging

Bal. Recharge

Bal. Inquiry

Bal. Transfer

Recharge.

Others

Low Balance

Account Management

Last Call Inq.

Daily Fee

Service

Personal

Security Code Data and Download Services

Service Menu

OTA (Over the

Air)

Show My

Number

Applications

Telecenter

Super IVR

Receiver Pays

The service is available to all Easy starter subscribers by default, no subscription is required.

Subscribers are allowed to make as many as successful receiver pays calls per day.

Subscribers that are in the grace period can not initiate receiver pays calls, but if subscribers have sufficient balance the acceptance of a receiver pays call would bring the subscriber back to the active period.

Receiver Pays

Receiver Pays requests (party A) are free of charge. Party B will be charged according to the applicable tariffs.

Subscribers are limited to 5 receiver pays call rejections per day after which subscribers will not be allowed to use the service until next day.

Receiver Pays

Subscribers have the ability to add permanent numbers (up to 5 numbers) as a pre set list (‘permanent list’), which will automate the process of acceptance. With permanent list the called party will not be asked to accept or to reject the call (automatic call setup

Call:

USSD:

2680809xxxxxxx(Recipient no.) and send

*299*268*1# and / *299*268*2# and send

Use *1 for activation and *2 for deactivation of service.

Call Me Back

This service allows Easy starter subscribers to send a ‘Call Me Back’ text, regardless of their calling credit.

*266*0809xxxxxxx# and

Please call me. Thank you.

*266*1*0809xxxxxxx# and

Please call me. I love you

*266*2*0809xxxxxxx# and

Please call me. I landed safely.

*266*3*0809xxxxxxx# and

Please call me. I am now available.

*266*4*0809xxxxxxx# and

Please call me. It's an emergency.

*Notification if exceeding the daily limit of 5 request per day: ‘Sorry, you have exceeded max time of using “Call Me” service.’

Account Management

Subscribers can recharge their phones in the following ways:

USSD *222*Recharge Number# and

IVR 222 and OR 200 and - select menu 2 (follow prompts)

Others Service Menu: Select menu ‘Recharge’

Customer Care: Call 200, follow prompts (menu 8)

Sales: Visit any Etisalat business center

Balance Enquiry

Easy Starter subscribers can request for their account balance in different ways such as:

USSD

Dial the above shown command in order to recharge

your account with the balance of the procured voucher.

*232# and send

IVR 232 and OR 200 and - select menu 3 (follow prompts

Others Service Menu: Select menu ‘Recharge’

Customer Care: Call 200, follow prompts (menu 8)

Sales: Visit any Etisalat business center

Balance Transfer

Balance transfer allows Etisalat subscribers to transfer credit from their account to any other Etisalat prepaid subscriber’s account.

In order to use this service the personal security code is required. The default personal security code is 0000.

*223*Pers. Security Code*Amount*Recipient no. # and USSD

Service Menu: Select menu ‘Balance Transfer’

Customer Care: Call 200, follow prompts (menu

8)

Sales: Visit any Etisalat business center

Others

Recharge Others

The recharge others service allows subscribers (party A) to recharge other Etisalat prepaid subscriber accounts (party B) by means of procured vouchers (e-Pin or scratch card).

*222*Recharge Number*Recipient 0809 number# and USSD

Others Service Menu: Select menu ‘Recharge Others’

Customer Care: Call 200, follow prompts (menu 8)

Sales: Visit any Etisalat business center

Ring Back Tune

Ring back tune service is available and allows personalization through the following means:

IVR: Call 251

USSD:

Send *299*251*1# for activation

Other Services

Last Call Inquiry : *2685# and

Daily Fee Notification: *2684*1# and (activate)

*2684*2# and (Deactivate)

Personal Security Code: *247*Old Code*New Code#

Show my number : *248# and (USSD)

: 248 and OR 200 and

SIM Services

Where a subscriber's SIM is broken or was stolen, the Etisalat Retail Shop will carry out a SIM Swap.

In specific cases, customer care agents can replace a SIM of subscribers OTA (over the air).

The customer has to retain the plastic SIM card holder with the MSISDN, PUK and SIM serial number as proof of ownership.

Subscriber must bring damaged scratch card/E-Pin to any Etisalat Retail Shop.

The scratch card will be checked if it is already used based on the serial number.

If the scratch card has not been used the subscriber gets a physical replacement free of charge.

If the scratch card has been used the subscriber does not get any replacement.

FAQ’s

How can I contact customer care?

‘’You can contact customer care service by dialing 200 from your mobile phone or 08090000200 from any non-Etisalat line’’

What shall I do if my prepaid line is stolen?

‘’Please get in contact with customer care or an Etisalat business center and report your line was stolen. We will block it for you’’

FAQ’s

How can I replace my SIM ?

‘’In case your SIM is broken, unusable or was stolen, please come in a Etisalat business center and bring your ID and SIM card holder with you that you have gotten when you purchased the line. Our agent will provide you with a new SIM’’

How can I activate or deactivate a service?

‘’Customer care can help you to activate or deactivate services for you. You can reach customer care service by dialing 200 from your mobile phone or 08090000200 from any non-Etisalat line. Alternatively, you can visit an Etisalat business center to get support’’

FAQ’s

How can I get a ‘’Special Number’’?

‘’You can purchase an attractive number in the Etisalat business centers when you buy your line’’

ROLES AND

RESPONSIBILITIES OF

TRADE AGENTS

Roles & Responsibilities

Roles of a Trade Agent

• Exclusive Sale of Etisalat Products

• Provide Merchandizing for assigned retail outlets

• Relationship management in the assigned Distribution Partners territory

Roles & Responsibilities (Cont’d.) Responsibilities of a Trade Agent

• Sales

• Outlet Activation

• Collection of outlet data

• Merchandising

• Reporting

• Stock Management

• Plan

• Reporting

TRADE AGENT WORK TOOLS

Trade Agent Work Tools Forms

• Stock Movement Register

• In and Out Book

• Journey List

• Outlet History Card

• Reporting Templates

• TA Performance Tracker

GPS Device

Merchandising Materials

Stock Movement Register This is used to capture purchases and sales of EMTS

products by the Distribution Partner.

In and Out Book This Form is used in recording the stock movement into

the trade by the Trade Agents on a daily basis

Journey List

Form for capturing detailed information of all our DP

serviced retail outlets on all routes in the assigned DP

cluster.

Reporting Templates

Record of Daily Sales to Retailers in units by Stock Keeping

Unit (SKU)

Reporting Template (Cont’d)

This captures the weekly sales performance of each Trade Agent

Outlet History Card

History card is used for tracking visited outlet sales history.

TA’s Performance Tracker

This form is used by the Distribution Partner to monitor a Trade Agent's performance

TRADE AGENT ROUTINE SCHEDULE

The Planned Call Process

• The Planned call is a defined set of steps which

is used to optimally execute the sales function.

• This process encompasses relationship

management, a sale action, merchandizing,

reporting, and scheduling

Why use a Planned Process

It demonstrates professionalism.

Creates a positive environment.

Develops Customer relationship

Brand building and competitive advantage

Increase in stock availability less out of stock situation

Accurate customer sales information.

Provide progress reports on marketing activities

Greet The Customer

Merchandize

Sale Transaction

Record and Report

Market Survey

End The Call

Planned Call Steps

Real life Scenario & Brain Teasers

TRADE AGENT OPERATION TOOLS

Global Positioning System(GPS)is a device used

in capturing Retail outlet location coordinates.

GPS Device

Materials to support the retail outlets sales i.e. face caps, t-shirts, hand bills etc.

Merchandising Materials

A DAY IN THE LIFE OF A TRADE AGENT

A day in the Life of a Trade Agent

Trade Agent Daily Routine

TAs report to assigned Dealer at 8am in the morning for start of

business

Check daily targets for Outlet Activation, Completed calls,

Productive calls, and Volume as communicated

by the Dealer Specialist/Team Leader

Check stock situation in the Dealer outlet

Take all necessary tools, merchandizing material

for the outlets to be visited and set out by

8.30am

Visit all outlets on the Journey List, in a sequential order

Take break (one hour per day between 12pm

and 2pm)

Report back to the dealer office by 4.30 pm and finish all

documentations for the day before closing by 5pm

Trade Agent Daily Routine: Saturday - Thursday

TAs report to assigned dealer at 8am in the morning for start of

business

Check daily targets for Tele-centre activation,

Completed calls, Productive calls, and

Volume as communicated by the Dealer

Specialist/Team Leader

Check stock situation in the Dealer outlet

Take all necessary tools, merchandizing material

for the tele-centres to be visited and set out by

8.30am

Visit all outlets on the Journey List, in a sequential order

Take break (one hour per day between 12pm

and 2pm)

Report back to the dealer office by 4.30 pm and finish all

documentations for the day before closing by 5pm

Trade Agent Daily Routine

Trade Agent Daily Routine: Friday

KEY PERFORMANCE AREA

Key Performance Areas

Work on one Journey list per day, working 6 days a week (Monday-Saturday).

All outlets visited for the first time by the TA must :

• Have the Business names and Addresses captured

• Contact person and phone number recorded

• GPS coordinates captured.

• Ensuring accurate and timely completion of all

documentation work.

• Achievement of targets prescribed by the Dealer

Specialist for Completed calls, Productive calls,

Volume and Active Accounts, or any other

initiative as communicated by Dealer Specialist.

Key Performance Areas (Cont’d)

PERFORMANCE MANAGEMENT

Stakeholder Responsibility

Distribution Partner

EMTS dedicated Trade partners selected to

service and develop their assigned territories and

using the TA to activate retails outlets.

Dealer Specialist

Key account officer to manage the DP’s

relationship with EMTS. He is also responsible for

the performance of other stakeholders.

Team Lead Responsible for monitoring the TA’s activities and

reporting to the DS

Trade Agent

The Trade Agents work with the DPs & are

responsible for ensuring the distribution of

products across all Retail Outlets. They are

supervised by EMTS Dealer Specialists.

Performance Management

Activities Monitoring Tools

Sales volume Sales Reports

Outlet activation Outlet History Card

Merchandising Brand visibility in assigned cluster

Performance Management (Cont’d)

All Trade Agents are the face of the company and must conduct him/herself accordingly. •Trade Agents must act in a manner that yields value for our customers and helps to build a relationship based upon trust.

•Trade Agent are found to be rude to customers Disciplinary action and possible dismissal

Trade Agent Misconduct

•Trade Agents will represent all Etisalat values and manage all customer relationships on behalf of the company

•Trade Agents are not to wear provocative and inappropriate dressing which includes, midriff tops, T-shirts with offensive slogans or pictures, beach costumes, see- through mini-skirts or gowns, ragged and torn clothing.

Trade Agent Misconduct (Cont’d)

•Every Trade Agent must report back to the Distribution Partner office after 4.00pm before

•Trade Agents are not to wear inappropriate footwear like bathroom slippers to work from Monday through Saturday

Trade Agent Misconduct (Cont’d)

• Trade Agents are expected to display their identification cards at all times

• The assigned phones are not to be used to make personal calls.

Trade Agent Misconduct (Cont’d)

Managing Trade Agent Misconduct

• Trade Agent misconduct shall not be tolerated and will attract disciplinary action. Once a Trade Agent’s misdemeanor is reported: -

• It is documented by the Team Leader

• Escalated to the Dealer Specialist in charge of the Distribution Partner the Trade Agent is attached to

• The Dealer Specialist investigates the complaint by interviewing all stakeholders in such a case

• The Trade Agent is issued a warning and made to serve a punishment or pay an agreed fine in case of damages incurred the first time the Trade Agent is found guilty

• On a second complaint against the trade agent, The Dealer Specialist makes a formal report and recommendation for dismissal to the Channel Servicing Partner.

Managing Trade Agent Misconduct

Q&A