Free Key Accounts Sales Manager Course (6Months)

Key Accounts Sales Manager:

Brief Job Description

A Key Accounts Sales Manager is responsible for tracking all activities in the assigned area for selling vehicle to corporate, fleet, bulk or institutional customers. The individual is responsible for ensuring smooth flow of sales process to bulk customers from the channel partner or directly through the OEM.

Personal Attributes

The individual should have good understanding of institutions (fleet owners, army, government etc.) including the overall tendering or contracting processes along special requirements of financing and special schemes for these customers. The individual should have good negotiation and communication skills to negotiate the bulk / institutional deals. The ability to liaison with various stakeholders like OEM, financer etc. to give better deals to the customer.

Plan and organise work to meet expected outcomes:

Elements and Performance Criteria

Work requirements including various activities within the given time and set quality standards

To be competent, the user/individual on the job must be able to:

PC1.              keep immediate work area clean and tidy

PC2.              treat confidential information as per the organisations guidelines

PC3.              work in line with organisations policies and procedures

PC4.              work within the limits of job role

PC5.              obtain guidance from appropriate people, where necessary

PC6.              ensure work meets the agreed requirements

Appropriate use of resources

To be competent, the user/individual on the job must be able to:

PC7.              establish and agree on work requirements with appropriate people

PC8.              manage time, materials and cost effectively

PC9.              use resources in a responsible manner

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.    the organisations policies, procedures and priorities for area of work, role and responsibilities in carrying out that work

KU2.    the limits of responsibilities and when to involve others

KU3.    specific work requirements and who these must be agreed with

KU4.    the importance of having a tidy work area and how to do this

KU5.    how to prioritize workload according to urgency and importance and the benefits of this

KU6.    the organisations policies and procedures for dealing with confidential information and the importance of complying with these

KU7.    the purpose of keeping others updated with the progress of work

KU8.    who to obtain guidance from and the typical circumstances when this may be required

KU9.    the purpose and value of being flexible and adapting work plans

KU10. how to complete tasks accurately by following standard procedures

KU11. technical resources needed for work and how to obtain and use these

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    write in at least one language

GS2.    read instructions, guidelines/procedures

GS3.    ask for clarification and advice from appropriate persons

GS4.    communicate orally with colleagues

GS5.    make a decision on a suitable course of action appropriate for accurately completing the task within resources

GS6.    agree objectives and work requirements

GS7.    plan and organise work to achieve targets and deadlines

GS8.    deliver consistent and reliable service to customers

GS9.    check own work and ensure it meets customer requirements

GS10. anomalies to the concerned persons

GS11. analyse problems and identify work-arounds taking help from

GS12. apply own judgement to identify solutions in different situations

Work effectively in a team:

Elements and Performance Criteria

Effective communication

To be competent, the user/individual on the job must be able to:

PC1.   maintain clear communication with colleagues

PC2.   work with colleagues

PC3.   pass on information to colleagues in line with organisational requirements

PC4.. work in ways that show respect for colleagues

PC5.   carry out commitments made to colleagues

PC6.   let colleagues know in good time if cannot carry out commitments, explaining the reasons PC7.          identify problems in working with colleagues and take the initiative to solve these problems PC8.          follow the organisations policies and procedures for working with colleagues

PC9.   ability to share resources with other members as per priority of tasks

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1. the organisations policies and procedures for working withcolleagues, role and responsibilities in relation to this

KU2. the importance of effective communication and establishing goodworking relationships with colleagues

KU3. different methods of communication and the circumstances inwhich it is appropriate to use these

KU4. benefits of developing productive working relationships withcolleagues

KU5. the importance of creating an environment of trust and mutualrespect

KU6. whether not meeting commitments, will have implications onindividuals and the organisation

KU7. different types of information that colleagues might need and theimportance of providing this information when it is required

KU8. the importance of problems, from colleagues perspective andhow to provide support, where necessary, to resolve these

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    complete well written work with attention to detail

GS2.    read instructions, guidelines/procedures

GS3.    listen effectively and orally communicate information

GS4.           make decisions on a suitable course of action or response

GS5.           plan and organise work to achieve targets and deadlines

GS6.           check that the work meets customer requirements

GS7.    deliver consistent and reliable service to customers

GS8.           apply problem solving approaches in different situations

GS9.           apply balanced judgements to different situations

GS10. apply good attention to detail

GS11. check that the work is complete and free from errors

GS12. get work checked by peers

GS13. work effectively in a team environment

Maintain a healthy,safe and secure working environment:

Elements and Performance Criteria

Resources needed to maintain a safe, secure working environment

To be competent, the user/individual on the job must be able to:

PC1.   comply with organisations current health,safety and security policies and procedures

PC2. report any identified breaches in health,safety, and security policies and procedures to the designated person

PC3.. Coordinate with other resources at the workplace to achieve the healthy, safe and secure environment for all incorporating all government norms esp. for emergency situations like fires,earthquakes etc.

PC4.   identify and correct any hazards like illness, accidents, fires or any other natural calamity safely and within the limits of individuals authority

PC5.   report any hazards outside the individuals authority to the relevant person in line with organisational procedures and warn other people who may be affected

PC6.   follow organisations emergency procedures for accidents, fires or any other natural calamity

PC7.   identify and recommend opportunities for improving health,safety, and security to the designated person

PC8.   complete all health and safety records are updates and procedures well defined

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.    legislative requirements and organisations procedures for health, safety and security and individuals role and responsibilities in relation to this

KU2.    what is meant by a hazard, including the different types of health and safety hazards that can be found in the workplace

KU3.    how and when to report hazards

KU4.    the limits of responsibility for dealing with hazards

KU5.    the organisations emergency procedures for different emergency situations and the importance of following these

KU6.    the importance of maintaining high standards of health, safety and security

KU7.    implications that any non-compliance with health, safety and security may have on individuals and the organisation

KU8.    different types of breaches in health, safety and security and how and when to report these

KU9.    evacuation procedures for workers and visitors

KU10. how to summon medical assistance and the emergency services,where necessary

KU11. how to use the health, safety and accident reporting procedures and the importance of these

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    complete accurate, well written work with attention to detail

GS2.    read instructions, guidelines/procedures/rules

GS3.    listen and orally communicate information

GS4.    make decisions on a suitable course of action or response

GS5.    plan and organise work to achieve targets and deadlines

GS6.    build and maintain positive and effective relationships withcolleagues and customers

GS7.    apply problem solving approaches in different situations

GS8.    analyse data and activities

GS9.    apply balanced judgements to different situations

GS10. apply good attention to detail

GS11. check that the work is complete and free from errors

GS12. get work checked by peers

GS13. work effectively in a team environment

Manage operations to achieve sales closure:

Elements and Performance Criteria

Monitor & manage operations to achieve sales closure

To be competent, the user/individual on the job must be able to:

PC1. .   manage day to day business activities and development of the assigned territory to maximize sales across the product portfolio

PC2. .   focus sales efforts through analysis of the market potential vis–visexisting volume from the channel partner (dealer/ distributor) in the assigned territory/ area

PC3..     monitor competition activities through current market trends, and branding & marketing activities undertaken in the area across the vehicular portfolio

PC4..     Understand the various aspects of OEM business related to both sales and service.

PC5..     plan & implement the following appropriate local promotional activities required for attracting potential customers: road shows mall activations exchange meals canopy promotions local contests loan meals promotional test-drives tie-ups with various body- builders (only in case of commercial vehicles) any other local activities jointly done with other agencies/ organization (banks &NBFCs) to push sales in rural / semi-urban areas

PC6..     understand the technical specifications of various OEM vehicular products as well as those manufactured by the competitors

PC7..     ensure and supervise database management for all customer information

PC8..     monitor sales performance of OEM sales function at the channel partner-end across its various branches and sub-dealers

PC9. .   ensure proper financing is available for the potential customers at better rates / terms & conditions vis–vis the competitors

PC10..   ensure proper implementation of the tie-ups with various financers/ NBFCs at a zonal/ national level for vehicle financing

PC11..   prepare monthly sales reports and update the company systems accordinglycoordinate efforts with other departments, which include marketing, customer service, transportation, and warehouse

PC12. . create regular reports on sales performance for the channel partner across the territory/ area allocated

Ensure Proper Sales Process adherence

To be competent, the user/individual on the job must be able to:

PC13..   ensure proper documentation of the entire sales process (including the enquiry form, booking form, test-drive feedback, delivery form etc.)

PC14..   resolve customer complaints through engaging with the local service-team and escalation any product-performance related issues to the manufacturing plant and R&D team

PC15. . ensure planned branding activities at the central / national level is implemented as per the OEM guidelines

PC16..   ensure financing & various documentation aspects for the vehicle across the various financers / NBFCsensure proper delivery of OEM products according to the needs and preferences of customers

PC17..   resolve customer complaints through engaging with the local service-team and escalation any product-performance related issues to the manufacturing plant and R&D team

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.    standard operating procedures of the OEM related vehicular sales

KU2.    promotions, discounts, freebies offered by the OEM at a zonal/ national level to either the end-customer (to push secondary sales) or to a channel partner (dealer/ distributor to push primary sales)

KU3.    prices, taxes and other applicable cost elements for the vehicle

KU4.    documentation requirements for each procedure carried out as part of roles and responsibilities as per the OEM guidelines

KU5.    organisational and professional code of ethics and standards of practice

KU6.    safety and health policies and regulations for the workplace

KU7.    the technical specifications of various OEM vehicular products as well as those manufactured by the competitors

KU8.    how to collaborate with engineering, product management & service marketing team

KU9.    how to analyse current market trends of OEM products to ensure proper updating of sales process of OEM products

KU10. how to manage & analyse customer database collected from various sources

KU11. how to prepare regular reports on sales performance for the channel partner across the allocated territory/ area

KU12. the following appropriate local promotional activities required for attracting potential customers: road shows mall activations exchange melas canopy promotions local contests loan melas promotional test-drives tie-ups with various body-builders (only in case of commercial vehicles)

KU13. any other local activities jointly done with other agencies/ organization (banks &NBFCs) to push sales in rural / semi-urban areas

KU14. how to handle queries of customers and solve them effectively

KU15. documents required throughout the sales process including : registration of a vehicle insurance & financing for the vehicle process required for various customization in the product as per the customer requirement

KU16. documents required from potential customer to close a sale

KU17. facilities for insurance and finance offered by the dealership

KU18. the competitive landscape including: vehicles (models/ variants)offered by competitors features & functions available in the competitor vehicle USP of the vehicle vis–vis those offered by competitors price differentials with competitors products both in the same territory and that across adjoining territory

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    communicate information and ideas in writing so others will understand

GS2.    write in at least one language

GS3.    read & understand technical terminologies used in the automotive industry, financial reports, and basic legal documents related to contracts

GS4.    maintain updated knowledge on evolving trends and cutting-edge developments in the automotive industry

GS5.    read policies and regulations pertinent to the job as specified in the OEM manual

GS6.    interact with the sales team at the channel partner (including both front-end and back-end team) to plan periodic targets and analyse periodic performance vis–vis the assigned target

GS7.    analyse the market potential for various models across the product portfolio and monitor the performance of sales executive in each product-line across the allocated micro-market

GS8.    analyse the various means to increase awareness of the Brand and product in the allocated territory/area

GS9.    increase secondary sales through better analysis of the sales trends across each micro- market in the allocated territory

GS10. take data-backed decisions through the various sales trends available for selected targeted customer base through proper analysis of various lead generation sources

GS11. plan work assigned on a daily basis

GS12. organise proper forecasting techniques to analyse sales-trends and plan for the future primary & secondary sales

GS13. ensure that markets needs and requirements are assessed

GS14. ensure proper message is conveyed to the targeted customer to ensure higher customer satisfaction

GS15. identifying complex problems and reviewing related information to develop and evaluate options and implement solutions

GS16. ensure that the sales plan is coherent with the sales function

GS17. liaison with various OEM sales function to ensure proper arrangements and documentation as mandated by the OEM

GS18. analyse unique forecasting tools available for planning both primary & secondary sales

GS19. use logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems

Finalise the sales package for Bulk/Institutional customers and respond to tenders:

Elements and Performance Criteria

Keep a tab on bulk requirements and create responses to tenders

To be competent, the user/individual on the job must be able to:

PC1..     gather market information on the expected requirement for bulk vehicles (including for mega construction projects) and potential customer information / profile either directly or through the respective channel partner

PC2..     maintain a relationship with large institutional or fleet buyers so that information is known when the purchase requirement happens

PC3. .   track new tenders and requests for quotations for bulk vehicles (esp. for large construction

/ road / mining projects) both from the government agencies and private large fleet operators who may be bidding for contracts

PC4..     identify a potential institutional or fleet buyers and customise the sales pitch according to the requirements

PC5..     provide information on buying trends in the market to the respective channel partner sales representative

PC6. .   explain and demonstrate the value of the vehicles and the favourable terms & conditions (like value added services, financing etc.)to the sales executives in the dealership as well as potential buyer through customised scripts highlighting the USP of the vehicle and brand

PC7..     finalise the cost estimate for bulk purchases / tenders by arriving at the price at which the vehicle can be bundled and sold (for e.g. OEM might want to add service-on-site for commercial dumper to be sold for a mining project and the costing would then be arrived incorporating the service aspects as well)

PC8. .   ensure that the different financial options available to institutional or fleet buyers are explained in detail and getting the best deal for the bulk sales in terms of the financial aspects

PC9..     creating responses to tenders and negotiate the terms of an agreement and close sales for the bulk purchase

PC10. . follow up with the key stakeholders on the potential bulk/ institutional deals to conclude the sales process by agreeing on a purchase price

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.    standard operating procedures of the organisation for responding to sales enquiries, requests for quotations and tenders

KU2.    promotions, discounts, offers available from both the dealership and the OEM for corporate or fleet / bulk customers

KU3.    prices, taxes and other applicable cost elements for the vehicle to calculate the overall price that can be quoted for the bulk deal

KU4.    documentation requirements for each procedure carried out as part of roles and responsibilities

KU5.    documentation requirements for vehicle finance and insurance including special approvals for the bulk deals (for e.g. in a bulk deal of commercial vehicles sold, a financer may fund limited no. of vehicles due to avoid over exposure so documentation must be appropriate for logging the case across various financers)

KU6.    organisational and professional code of ethics and standards of practice

KU7.    safety and health policies and regulations for the workplace

KU8.    how to gather and analyse market information on fleet and institutional buyers including tracking tenders and requests for quotations for vehicles

KU9.    how to track specific institutional or fleet buyers (such as the army, government, corporate organisations etc.)

KU10. how to maintain a relationship with key stakeholders across the various large institutional or fleet buyers as well as the corporate purchasers

KU11. how to assess the long term financial gain from a new tender or potential institutional buyer including the revenue generation through vehicle service

KU12. detailed technical and performance specifications of the vehicle and how to pitch the particular USP for the preferred application for the fleet / institutional buyer (for e.g. a particular mining application may require a large dumper with higher power on account of high gradient, so an appropriate 4 wheel drive vehicle may be pitched in which had a larger payload carrying capacity)

KU13. how to arrive at a cost estimate for responding to a new tender or potential institutional buyer and put together an appropriate sales package

KU14. documents required for responding to requests for quotations and tenders

KU15. whom to approach for corporate and institutional vehicle finance across various financial Banks / NBFCs and negotiate favourable terms & conditions for the various offers that can be passed on to the customer

KU16. promotions, offers, discounts and other schemes that can be negotiated from the superiors basis the expected deal size and its relative importance to the overall market for the particular OEM

KU17. The overall competitive landscape including: vehicles across various variants offered by competitors for the particular application any additional value added services offered as a part of the deal (like extended warranty, on-site service esp. in case of mining operations) price differentials with competitors products including additional discounts offered as a part of the deal terms & conditions offered from particular financers for the competitor deals (like low down payment, lesser interest rate, longer term period) which may be on account of higher subvention being offered by the OEM pros and cons of the vehicle vis–vis those offered by competitors

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    create documentation required on the job (including databases to manage large fleet / corporate customers)

GS2.    manage the overall documentation for insurance and finance for large, fleet, institutional and corporate customers in close coordination with respect bank / NBFC

GS3.    prepare the response to various tenders requests for quotations for vehicle that are floated for purchase of new vehicles

GS4.    prepare cost estimates for on-road pricing of vehicles which would include special discounts, favourable financing options etc.

GS5.    write in at least one language

GS6.    read brochures and technical specifications of the vehicle sold by OEM

GS7.    read policies and regulations pertinent to the job

GS8.    read the various new tenders and requests for quotations for vehicle that are floated for purchase of new vehicles

GS9.    interact with the key stakeholders within the potential fleet / corporate customers to elicit information on their needs and requirements of vehicles (including purchase / procurement managers of various large projects, government agencies etc. who may influence the overall tendering of the vehicles)

GS10. interact with the key stakeholders to build a positive rapport and influence the purchase decision by highlighting the USP of the vehicle

GS11. interact with key stakeholders to deliver a sales pitch in an engaging manner to show the utility of the particular vehicles for the purchase (for e.g. a particular mining application may require a large dumper with higher power on account of high gradient, so an appropriate 4 wheel drive vehicle may be pitched in which had a larger payload carrying capacity)

GS12. decide on whether to respond to the particular tenders after careful evaluation of the overall requirements (for e.g. there could be for a tender for procurement of tipper at a construction site, but the OEM may not be interested to respond to the tender as the vehicle available may not be the right product as the surface on which the tippers have to run may have steep gradient an the existing product may not perform up to the expectation due to the fact that it is not made to run on that surface)

GS13. analyse the requirements of the tenders, evaluate the USP of the vehicle and suggest the best possible response to the customer to solve the requirement (for e.g. for a particular purpose customer may want a normal vehicle yet the dealership may suggest a 4 wheel drive vehicle due to the surface on which it has to run)

GS14. understand the overall requirements after interacting with key stakeholders and prepare the costing of the vehicle keeping the overall costs in mind (for e.g. the customer may want a bundled AMC at the construction project site which may impact the overall costing or the customer may want the vehicles to be delivered at the project location which escalates the overall cost of the vehicles)

GS15. plan work assigned on a daily basis

GS16. plan the travel in such a way so as to meet the maximum key stakeholders and maintain a relationship with the existing key accounts

GS17. follow up regularly on potential leads for bulk / institutional purchased to close them after understanding the key requirements for each of the purchase decisions after interacting with the key stakeholders

GS18. decide on whether to respond to the particular tenders after careful evaluation of the overall requirements (for e.g. there could be for a tender for procurement of tipper at a construction site, but the dealer may not want to respond to the tender as the vehicle available may not be the right product asthe surface on which the tippers have to run may have steep gradient an theexisting product may not perform up to the expectation due to the fact that itis not made to run on that surface)

GS19. ensure that the sales pitch is tailored to needs and requirements of the potential customer (for e.g. for a particular purpose customer may want a normal vehicle yet the dealership may suggest a 4 wheel drive vehicle due to the surface on which it has to run)

GS20. understand the overall requirements after interacting with key stakeholders and ensure that needs and requirements are assessed correctly

GS21. handle unfavourable comparisons of the vehicle with competitors products

GS22. ensure that the sales process is hurdle-free for the potential customer

GS23. liaise with stakeholders to ensure all arrangements and documentation are done on time

GS24. analyse unique selling points of the vehicle based on potential customer requirements

GS25. evaluate the information gathered from the potential customer and utilise it to ensure a

smooth sales process

Assessment Guidelines:

1. Criteria for assessment for each Qualification Pack will be created by the Sector Skill Council. Each Element/ Performance Criteria (PC) will be assigned marks proportional to its importance in NOS. SSC will also lay down proportion of marks for Theory and Skills Practical for each Element/ PC.

• The assessment for the theory part will be based on knowledge bank of questions created by the SSC.

• Assessment will be conducted for all compulsory NOS, and where applicable, on the selected elective/option NOS/set of NOS.

• Individual assessment agencies will create unique question papers for theory part for each candidate at each examination/training center (as per assessment criteria below).

• Individual assessment agencies will create unique evaluations for skill practical for every student at each examination/ training center based on these criteria.

• To pass the Qualification Pack assessment, every trainee should score the Recommended Pass % aggregate for the QP.

• In case of unsuccessful completion, the trainee may seek reassessment on the Qualification Pack.