Free Sales Lead Retail Course (6Months)
Sales Lead Retail:
Brief Job Description
An Automotive Sales Lead is responsible for managing sales of retail automobile units from the dealership. Analysing and driving sales as per the business target for the team, managing the leads generated by the team and supervising sales operations of the team are also some of the other responsibilities.
Personal Attributes
The individual should work as a part of a team and requires the ability to get the work done from subordinates including stretches especially during month-end. The individual should have good understanding of the vehicles, vehicle loans and general credit and risk policies and programs thereto. Knowledge about statutory compliance and local market procedures, local customer preferences, geographic nuances and finance peculiarities is also required. The individual should depict customer centricity in daily behaviour and should be able to talk and convince customers.
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 customer relationship and quality service:
Elements and Performance Criteria
Manage the total customer satisfaction with enriching & pleasant customer experience
To be competent, the user/individual on the job must be able to:
PC1. . analyse and comprehend all customer requirements and needs
PC2. . document complete customer requisites and assess them
PC3. . deliver and assist in delivering as per the noted requirements
PC4. . understand complete customer queries and complaints
PC5. . document all customer queries in the prescribed format of the organisation PC6. ensure least turnaround time for any customer query handling/redressal especially issues related to warranty claims and other performance related issues
PC6.. ensure least turnaround time for any customer query handling/redressal especially issues related to warranty claims and other performance related issues
PC7. . maximise customer satisfaction through pleasant and excellent customer experience within the organisations framework
PC8. . document feedbacks and reviews from the customers & implement within the framework of the organization
PC9. . maintain a healthy & professional relationship with the customers especially key accounts and influencers in the market
Knowledge and Understanding (KU)
The individual on the job needs to know and understand:
KU1. standard operating procedures within ones own organisation
KU2. standard operating procedures for query and complaint reporting along with their redressal mechanism in the organisation
KU3. framework and guidelines as prescribed by the organisation for query and complaint redressal
KU4. customer Relationship Management (CRM) related framework provided by the organisation
KU5. terms & conditions agreed between the respective auto component/ aggregate and the various OEMs/ OEM channel partners for supply, procurement of the various auto components/ aggregates
KU6. documentation requirements for each procedure carried out as part of roles and responsibilities as per the organizational guidelines
KU7. organisational and professional code of ethics and standards of practice
KU8. safety and health policies and regulations for the workplace
KU9. the technical specifications of various OEM vehicles and the different variant/ model of auto components/ aggregates used along with those of the competitor auto component manufacturer
KU10. detailed technical and performance specifications of the auto component for various OEM vehicles
KU11. how to collaborate with the organizational manufacturing engineering, product management teams along with the service team of the respective OEM vehicle and local channel partner service team
KU12. documentation requirements from the customers with respect to warranty claims and other performance related feedback on the for respective OEM vehicle
KU13. requirements of the customers and suggest delivery accordingly
KU14. software or format such as MS word, excel, PowerPoint and Management Information System (MIS)
KU15. software or format used to capture for Customer Relationship Management (CRM) within the organisation
KU16. how to capture customer voice/ feedback on the auto components/ aggregates for various OEM vehicles on price, performance, availability of spares, warranty & other service-related aspects etc.
Generic Skills (GS)
User/individual on the job needs to know how to:
GS1. create documents required on the job (including database on key customers/ accounts and major retailers, response or feedback forms, customer-query sheets, response or feedback sheets etc.)
GS2. either write or get it done from subordinates, a detailed failure report analysis in case of a failed component/ aggregate escalating to the auto component manufacturer
GS3. write in at least one language
GS4. read feedback from customers on warranty and other performance related aspects
GS5. read the specific requirements, queries that the customer may have on various auto components including any specific technical query
GS6. read brochures and technical specifications of the vehicle provided by the OEM and channel partner (Dealership)
GS7. read policies and regulations pertinent to the job
GS8. interact with the customers for getting their requirements, queries and feedbacks
GS9. interact with organisations internal stakeholders for efficient customer relationship management interact with team members to work efficiently
GS10. analyse information and evaluate results to choose the best solution and solve problems
GS11. analyse any potential issue that may affect the performance of the vehicle and convey it in a timely manner
GS12. plan work assigned on a daily basis
GS13. follow up regularly on potential complaints, issues raised by the customer
GS14. ensure that customer needs are assessed and satisfactory service is provided
GS15. ensure that performance of the auto component is up to the mark and any pending issues or complaints are resolved in a timely manner according to the terms & conditions mandated by either the OEM or the auto component manufacturer
GS16. analyse all the complaints, queries or issues raised by the customers to either the OEM channel partner/ auto component dealer/ retailer in the market
GS17. deliver and act as per the organisation provided/guided resolutions
GS18. liaise with all stakeholders to ensure hassle-free resolution of the complaints by the concerned customer in a timely fashion
GS19. evaluate and identify areas of complaints from the customer affecting the performance of his vehicle
GS20. assess time and cost required for customer resolution based on complaints, problems or queries identified
GS21. evaluate and identify key customer experience enhancing areas
GS22. evaluate the information gathered from the customer complaint report and utilise it to identify timely resolutions
GS23. evaluate the information gathered from the market (including retail segment, key accounts/ customers and OEM along with the OEM channel partners) and use it to ensure higher customer satisfaction
Supervise and evaluate performance:
Elements and Performance Criteria
Supervise & evaluate performance of all subordinates and reporting executives
To be competent, the user/individual on the job must be able to:
PC1.. set goals and targets as per organisational directives for all reporting executives
PC2.. create quantified measures and metrics to analyse the performance deliveredby subordinates
PC3.. set tangible and achievable incentives for subordinates as per the goals andtargets assigned
PC4.. ensure and implement strict adherence of all activities performed bysubordinates to organisational guidelines
PC5.. monitor and supervise all the activities performed by subordinates and ensureoptimisation to achieve the set goals
PC6. evaluate performance of subordinates and reporting executives on thedesigned measures and metrics as per the guidelines of the Ogranization
PC7.. assist and support reporting executives whenever necessary or applicable
PC8.. document all performance indicators and metrics of subordinates in theprescribed format of organisation
PC9.. perform all appraisal related process flow for subordinates, as per respectiveperformance documents
PC10. handover all the documents and appropriate support measures to humanresources department for official records
PC11. ensure and implement proper process flow for feedbacks and queries receivedfrom subordinates
Knowledge and Understanding (KU)
The individual on the job needs to know and understand:
KU1. standard operating procedures of the organisation for appraisals, incentives, promotions and performance evaluation
KU2. operating procedures for query and problem reporting and their redressal in the organisation
KU3. framework and guidelines prescribed by the organisation for query and problem redressal
KU4. framework and guidelines prescribed by the organisation for performance evaluations and
based appraisals out of it
KU5. documentation requirements for each procedure carried out as part of roles and responsibilities
KU6. institutional and professional code of ethics and standards of practice
KU7. safety and health policies and regulations for the workplace
KU8. documentation requirements for appraisals and other performance evaluations of various subordinate positions
KU9. process flow for performance evaluation, documentation and appraisals related with them
KU10. subordinate and reporting executives problems and queries and documenting it in the organisations prescribed format
KU11. redressal documentations mechanisms available in the organization and actingaccordingly in a timely manner
KU12. software or Format such as MS Word, Excel, PowerPoint and Management Information System (MIS) as prescribed by the organization
Generic Skills (GS)
User/individual on the job needs to know how to:
GS1. communicate information and ideas in writing so that the subordinates andpeers can understand
GS2. create documents required on the job (including requirement sheets, querysheets, response or feedback sheets etc.)
GS3. write at least one local language
GS4. read reviews from subordinates in terms of their requirements, queries andfeedbacks
GS5. read appraisal documents related with any of subordinating position
GS6. read policies and regulations pertinent to the job
GS7. interact with all subordinates to understanding their requirements, queries and feedbacks on various aspects within the organisation
GS8. interact with organisations internal stakeholders to ensure efficient performance evaluation of the subordinates leading to higher levels of satisfaction and motivation
GS9. analyse information and evaluate results amongst the various available options or metrics on the performance indicators to choose best way to motivate subordinates through: rewards and recognition schemes promotion transfer to other work stream nominate for an executive training any other monetary or non-monetary benefits
GS10. plan work on a daily basisto ensure higher levels of motivated within the teamsupervising wherever required and giving freedom and independence to thesubordinates to ensure high quality work output with minimum superiorguidance leading to holistic development of the subordinate
GS11. ensure all activities performed by subordinates and reporting executives is in sync with broader organisational goals to ensure higher customer satisfaction
GS12. analyse all the queries or problems posted by subordinates and find an appropriate solution acceptable to the subordinates
GS13. deliver and act as per the organisation provided/guided resolutions
GS14. evaluate and identify all key requirements of the subordinates and try to solvevarious issues to ensure higher motivational levels
GS15. assess additional cost burden as a result of various incentives schemes and other rewards & recognition schemes for the subordinates and take an optimum decision to ensure the overall profitability of the organisation
GS16. assess additional cost burden as a result of various incentives schemes and other rewards & recognition schemes for the subordinates and take an optimum decision to ensure the overall profitability of the organisation
Analyse, plan and budget sales operations:
Elements and Performance Criteria
Analyse and drive sales from executives as per the business targets
To be competent, the user/individual on the job must be able to:
PC1.. analyse the overall assigned territory / line of business and understand the potential of the area
PC2.. distribute the overall sales target amongst him team members
PC3.. devise secondary sales strategy in coordination with the oem sales person and the dealership sales manager / in-charge for the various oem vehicle products which includes:- territory & product portfolio allocation to the sales executives in the team at the channel partner (dealer / distributor) recruiting and managing overall sales performance of the sales executives for the allocated vehicle product-lines of the oem ensure training needs assessment & actual training for all the sales executives including technical aspects and usp of the vehicles over the competitor both for newly launched vehicles / upgraded vehicle range timely communication of incentive schemes for sales representatives and ensure proper distribution of the rewards / incentives to maintain higher levels of motivation regular communication of various schemes announced by the oems / financers at the zonal / area level and the channel partner at a local level ensure and supervise database management for all customer information
PC4.. ensure proper receiving of all the customers walking in the showroom and the usp of the vehicle is conveyed to them along with the display of the vehicle and test drive offered to the customers
PC5.. ensure that all leads captures from all sources are followed up by the team member (including showroom leads, telephonic leads, cold calls, leads captured through atl/ btl activities and other market activation events
PC6.. supervise liaising with executives from banks and insurance companies for hassle free loan approvals and escalate to dealership superiors or oem in case of any delay
PC7.. plan & implement various local promotional activities through the sales executives and the marketing team to achieve sales volume level in coordination with the marketing manager such as:- road shows mall activations exchange melas canopy promotions local contests loan melas promotional test-drives
PC8.. supervise and manage complete test drive process at the dealership
PC9.. ensure additional sales of the accessories and value added service by the team as the targets of these needs to be met through the sales executives
PC10.. prepare regular reports /updates on sales performance of the against the competitor determine lead and lag sales performance indicators and take corrective steps post the analysis
PC11.. prepare monthly sales reports and update the company systems accordingly for the area / line of business handled through the team
Knowledge and Understanding (KU)
The individual on the job needs to know and understand:
KU1. standard operating procedures of the oem related with the overall sales process and financing, insurance and registration of the vehicles
KU2. promotions, discounts, freebies offered by the oem to either the end customer (to push secondary sales) or to the channel partner (dealer/ distributor to push primary sales)
KU3. prices, taxes and other applicable cost elements for the vehicle and the overall and process flow of financing or loaning and timelines involved for the company
KU4. documentation requirements for vehicle finance and insurance
KU5. process flow of billing of vehicles to the customers at the dealership
KU6. process flow for conducting and facilitating audits by external or internal oem and dealer appointed agencies
KU7. documentation requirements for each procedure carried out as part of roles and responsibilities as per the oem guidelines
KU8. organisational and professional code of ethics and standards of practice
KU9. safety and health policies and regulations for the workplace as well as for automotive trade in general
KU10. the technical specifications of various oem vehicular products as well as those manufactured by the competitors
KU11. how to conduct market research and surveys to analyse current trends in the market and develop counter strategies
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) any other local activities jointly done with other agencies/ organization (banks & nbfcs) to push sales in rural / semi-urban areas
KU13. 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 the adjoining territory
KU14. documents required for processing of loan / finance along with the credit and risk policies or guidelines of the oem / bank or nbfc
KU15. statutory compliance of the government and legal aspects and various local / regional peculiarities
Generic Skills (GS)
User/individual on the job needs to know how to:
GS1. create documentation required on the job (including sales reports, work sheets, etc.)
GS2. create regular sales reports in the formats as prescribed by ones organization and the respective oem
GS3. prepare estimate sheets for budgeting and costing for all the promotional activities proposed
GS4. prepare the discount / final costing of the vehicles in case of deals which are escalated by the executive to their level
GS5. write in at least one language
GS6. read & understand technical terminologies used in the automotive industry, financial reports
GS7. maintain updated knowledge on the evolving trends cutting edge developments in the automotive industry
GS8. read general instructions or guidelines for customers, mandatory for loans or financing along with the detailed application forms
GS9. read policies and regulations pertinent to the job
GS10. read the overall lead capturing document, delivery orders after the approval of loans, final bills and other details associated with final billing of financed or loaned vehicles
GS11. read sales reports, presentations, sales targets and other details associated with the overall sales process
GS12. interact with the sales team (including both front-end and back-end team) to plan annual sales targets and analyse the periodic performance of the sales executives vis–vis their assigned targets
GS13. interact with the customers through the sales executives to elicit their requirements and query information
GS14. interact with superiors and other support staff function in the ones own organisation including the service, stockyard and delivery people
GS15. manage key customer relationships to get repeat sales from the same customers
GS16. analyse the market potential for various models across the product portfolio to distribute the overall sales target across various sales executives
GS17. allocate targets and budgets, based on the existing sales report and focussing on growth in the assigned segments / areas
GS18. analyse the available information on the hot leads generated by the sales executives and evaluate options to close the lead (for e.g. a customer may want a higher discount or bundled accessories, on which decision may be taken on a case-to-case basis)
GS19. plan work according to the required schedule and location
GS20. plan sales targets assigned on a periodical basis and achieve the estimated business targets
GS21. resolve all the factors associated with the pendency of the vehicle deliveries on a case to case basis
GS22. ensure that customer requirements and financial status are assessed and satisfactory service is provided
GS23. ensure that the schemes / discounts by the oems are passed on to the customers
GS24. ensure that prompt post-sale service is provided to the customer esp. during the warranty period and in case of any issue, it is escalated to the superiors and resolved
GS25. clarify and solve all customer queries generated due to any kind of anomalies and take appropriate actions, as required
GS26. handle unfavourable comparisons of the vehicle with competitors products
GS27. ensure that the sales process is hurdle-free for the potential customer
GS28. liaise with stakeholders to ensure all arrangements and documentation are done on time
GS29. assess the sales targets received and plan accordingly to achieve maximum numbers through the team of sales executives
GS30. analyse unique selling points of the vehicle based on potential customer requirements in each of the micro markets
GS31. the information gathered from the potential customer and utilise it to ensure a smooth sales process
GS32. use logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems
Assessment Guidelines
- 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.
