SALES PROCESS _ Sales Review

• Sale


  Exchange of Goods or Services for an Amount of Money or its equivalent
• Retailing


  The sale of goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser
• Ways consumers can receive goods from a retailer


  • Counter Service
  • Delivery
  • Door-to-door sales
  • Self-service
• Key issues of concern to a retailer


  • Location of outlet
  • Stock availability
  • Layout of outlet
  • Margins
  • Incentives
  • Promotional-Push, Pull techniques
  • Exclusive or Multi brand outlet
• Key issues of concern to a company appointing retailers


  • Reach: Number of outlets that need to be opened so that the items are available at convenient locations
  • Retailer service: Activities other than sale to be handled by retailer
• Sales Management


  The management process of establishing, directing, and coordinating the sales development activities for the company products
• Scope of Sales Management


  • Establish Sales force objectives
  • Brand Control: Ensuring correct branding and level of service at retail outlets
  • Cost of Retailing: Incentives, margins, credit stock, replacement terms, product & sales training to retailer staff, monitoring system etc.
  • Stock Ownership: Whether retailer assumes the title or manages stock on behalf of company
  • Target Assignment: Assessing sales potential and fixing sales targets
  • Organizing the Sales force
  • Recruiting and Selecting Salespeople
  • Training Sales Personnel
  • Compensating Sales People
  • Motivating Sales People
  • Developing sales plans
  • Developing sales development programs
• Retail Salesperson skills and attributes


  • Knowledge: About products, services, company, competition
  • Communication skills: Verbal, non-verbal, listening
  • Administrative skills: Organizing, planning and prioritizing, coordinating
  • Strategies or "Game plan": Building long-term relationship, sensing customer reactions, Managing customer perception and expectation
  • "YOU" factor: Personal appearance, Interpersonal skills
• Selling Technique: FABV


  • Feature: Part of the product or service – or what the product/service IS
  • Advantage: Describes why the feature provids advantage to the customer
  • Benefit: Describes the economic, technical, service, and social benefits delivered by the product offering
  • Value: The worth (often in money term) of the offering
• Initially BSNL did not have a well-defined exclusive sales structure. The concept of commercial officer, CSCs and Marketing agents was expanded by introduction of franchisees with the launch of BSNL mobile services in October 2002
• In October 2009, as part of Project Shikhar, a new sales setup has been designed. Consumer mobility and Consumer Fixed Access verticals have dedicated GM/DGM rank officers at Corporate as well as Circle level to plan, manage and effect retail sales
• BSNL Products defined for channel partners


  • Primary Products: GSM 3G / 2G, Wi-Max, Data Cards, EVDO, NIC, Blackberry, CDMA, WLL, FWT, IFWT, Value added services etc.
  • Secondary Products: Landline, broadband, ITC, etc.
• Parts of BSNL's CM Sales and Distribution Policy -2018


  • Franchisee Sales & Distribution Policy
  • e-Distributor Policy
  • DSA Policy
  • Rural Distributor Policy
• Franchisee Sales & Distribution Policy


  • Franchisees are appointed through EoI route by respective SSAs
  • Well defined geographical area for franchisee called as primary area
  • Exclusive franchisee showroom as per design specified by BSNL
  • Franchisees to appoint Feet on Street (FoS)
  • Franchisee shop to open 0800h to 2200h
  • Financial penalty for not meeting cut off performance score
  • Selling of all BSNL Products purchased by Franchisee directly or through Rural Distributors (RDs) or retailers
  • Two tier structure for urban and three tier structure for rural areas by incorporating intermediate channel of RDs
  • Franchisee must appoint sufficient numbers of retailers in the territory
• 1. Distributor Policy


  • e-Distributors will be responsible for selling of BSNL Products to customers through web-portal/ Kiosk/ ATMs/ POS (Retailers) and other electronic mode on Zonal/ PAN India basis
  • e-Distributors will be selected on non-exclusive basis
  • Three types of e-Distributors: Cat-1 (single zone), Cat-2 (two zones), Cat-3 (PAN India)
  • e-Distributor shall integrate its system with BSNL's zonal C-top up systems
• DSA Policy


  • Direct Selling Agents (DSAs) are individuals having direct agreement with BSNL
  • DSAs are responsible for selling of all BSNL Products, as assigned to them, to the customers at their door steps
  • Selection of DSAs will be done by SSA Head
• Rural Distributor Policy


  • Rural Distributors are individuals having agreement directly with BSNL or through franchisee
  • Rural Distributors will be responsible for selling of all BSNL Products in Rural BTS areas through retailers
  • Rural Distributor will be preferably served by concerned franchisee or by BSNL directly
• To improve BSNL-external channel partners, monthly meetings are to be held by SSAs with franchisees along with retailers and separately with DSAs/PCOs/other channel partners
• BSNL Owned Sales Setup


  • Customer Service Centres: BSNL has about 3000 CSCs across the country
  • Dialup service: 1500/1800-345-1500 for Landline/Broadband, 1503/1800-180-1503 for Mobile service
  • WEB self Care: Sales are possible through link provided
• Monthly meetings are to be held by SSAs with franchisees along with retailers and separately with DSAs/PCOs/other channel partners
• BSNL has about 3000 CSCs across the country
• CSCs are supposed to act as single window service centres and open from 8AM to 8PM
• Appropriate arrangements need to be done to ensure that even cash transactions are handled till the closing hours
• Staff posted at CSC has to be smart, courteous and knowledgeable about BSNL services
• BSNL has opened following dialup service across the country: 1500/1800-345-1500 for Landline/Broadband, 1503/1800-180-1503 for Mobile service
• This dialup service is supposed to be centralized for whole circle and handle queries related to various services of BSNL such as billing, new facilities, on demand areas, new bookings
• Customer queries can be made over either to BSNL sales team/franchisees/DSAs for follow up and converting it into sales
• Sales are possible through link provided on BSNL website www.bsnl.co.in. Customer can book service, pay their bills & recharge their mobile through BSNL website
• Heads of SSA have to appoint a suitable BSNL executive preferable CSC in charge to act as single window interface for the franchisees
• Nodal officer is required to maintain inventory, stock register and reconcile revenue and sales made by franchisees
• Minimum three months inventory has to be stocked by SSAs
• BSNL has to appoint sufficient number of Retailer Managers, Retailer Manager Coordinator (RMC), and Franchisee Managers for providing time-to-time guidance, and addressing issues/ concerns raised by franchisees
• BSNL shall also appoint other members of the Sales & Marketing team at Circle and SSA level
• Special teams are being appointed under Project Udaan and Project Vijay
• Very lucrative reimbursement schemes have been put in place for sales people
• A centralized CRM module having sales features is also being put in place for handling all BSNL service as a single window concept
• Functions like lead generation, lead qualification, selling to a retail new/existing Customer will be available in the CRM module
• Sancharsoft software has been developed and made operational by IT project circle for retail/bulk Inventory Management
• Sancharsoft is a web based module for management of Sales & Distribution Channels
• Sancharsoft provides various reports for planning and redistribution of inventory, manages stock issuing, invoice management, commission payouts, sales data on geographical as well franchisee/retailer/DSA vise for analysis