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Telenor Sales Report

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Telenor Pakistan Sales Management Report Submitted By: Humair Ahmed Khan
Kandhari M. Moiz-Ul-Haq Submitted to: Mr. Javed Mehmood Contents
Acknowledgement3 Vision and Values4 Company Overview4 Telenor Products and
services6 Products6 Services7 The Competition9 The Hierarchy11 Departments
within different regions11 The Sales Channels12 The Sales Hierarchy14 Selling
Methodology15 Prospecting15 Qualifying15 Foot in the door15 Presenting the
sales pitch15 Closing the Deal16 Follow Up16 Sales Forecasting17 Sales
Budgeting17 Compensation18 Employee Motivation18 Reward System18
Compensation and benefit plans18

Salary policy19 Performance Appraisal System19 Frequency of the Performance

Review19 Practices at Telenor for Performance Appraisal System20 Performance
Review20 Recommendations23 Appendix24 Acknowledgement We extend my
heartfelt gratitude to Telenor Pakistan for this wonderful opportunity and
experience. We would specially like to thank Ms. Saadia Pervez, Area Manager,
South 1, Mr. Athar Ali Shah, MNP Executive, Mr. Muhammad Raza, Postpaid
Executive and the Sales & Distribution Department specially the Operations Team
for helping us on our report. Most importantly, we are grateful to the Mr.

Javed Mehmood and the Institute of Business Administration for empowering us

with enlightening education that is constantly being reinforced by all our
experiences with the professional world. We thank everyone sincerely and deeply.
Vision and Values The vision of Telenor is: “We’re here to help” Telenor deeply
focuses on facilitating its customers to get full benefits through the different
communications services. A lot of credit to achieving this goal needs to be given to
the Telenor sales team. The vigilance and dedication with which they work enables

that Telenor remains accessible at even the most distant places in Pakistan.
Telenor’s four core values provide the guiding principle for their entire sales team.
The core values are: * Make it Easy * Keep Promises * Be Inspiring * Be
Respectful From the perspective of the sales team their main task is to make it
easy for Telenor’s products and services to reach the customers and deliver the
promises that the company makes. Amongst the sales team the seniors or the
team leads lead from the front and inspire the best performance out of their teams.
But in the entire process the sales persons are required to respect each other
irrespective of their rank, status, caste, influence or any other factor.

These core values are made an integral part of the culture at Telenor through
constant trainings of the employees so that these values are ingrained in their
every activity. Company Overview Telenor Pakistan acquired a GSM license in
2004 and began commercial operations on March 15, 2005. At the end of May
2010 it had a reported subscriber base of 23. 65 million, and a market share of
24% making it the country’s second largest mobile operator. Telenor Pakistan is the
country’s single largest European investor, with investments in excess of US$2
billion.

Telenor Pakistan is 100% owned by the Telenor Group, an international provider of

high quality voice, data, content and communication services in 14 markets across
Europe and Asia. Telenor Group is among the largest mobile operators in the world
with over 195 million mobile subscriptions in 2010 and a workforce of
approximately 34,000. Offering mobile financial services In November 2008,
Telenor Pakistan acquired 51% of Tameer Microfinance Bank. In 2009 ‘Easypaisa’
was launched. This made Telenor first telecom operator in Pakistan to partner with
a bank to offer mobile financial services. Contributing to Pakistan’s economy

The Company continues to contribute to Pakistan’s economy. Here are some of the
key features: * Telenor has created 2,500 direct and 25,000 plus indirect jobs. *
Expansion of Telenor’s sales network has resulted in 29 sales ; service centers,
more than 250 franchises and around 150,000 retailers. This has provided means
to livelihood to thousands. * For 2010 it is estimated that Telenor Pakistan
contributed around Rs30 billion in various forms of direct and indirect taxes to the
economy of Pakistan. Internet service provider Telenor Pakistan provides wide
EDGE connectivity across the country.
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It has one of the largest data networks (GPRS) in Pakistan providing Internet
services to customers. Environmentally conscious Telenor Pakistan has taken and
continues to implement a number of environmentally-friendly initiatives. These
include mainstreaming energy efficiency and alternate energy solutions, and
implementing occupational health ; safety practices that comply with international
standards. In January 2010, Telenor became the first telecom operator in Pakistan
to receive ISO/IEC 27001:2005 certification for Information Security Management
System for mobile banking services. Corporate Responsibility

Khuddar Pakistan is Telenor flagship corporate responsibility program. This

program aims to create dignified opportunities for persons with disabilities. The
purpose is to become the most disabled-friendly organization in Pakistan in terms
of employment, service, and community support. Telenor Products and services
Products Telenor provide products of two types 1. Prepaid 2. Postpaid Prepaid
packages are * Dejuice * Talkshawk The prepaid customers after purchasing the
connection need to pay upfront for the service charges. These charges can be paid
through the scratch card or easy load facility that is available at retail stores.

The sales teams ensure that both these facilities are available at the maximum
number of retail outlets. To ensure availability, the retailers are offered several
incentives. For instance under one of the schemes the retailer was given a
particular target to achieve for the month and on achieving this target certain gifts
were given to him. Once a target is achieved it is revised and a new target is
assigned. On achieving three months targets a bigger price such as motorcycle or
television were kept. The key for the sales team is to maintain strong relationship
with the retailers.

The sales people in the telecom sector are considered fortunate since retailers are
often very keen to keep their scratch cards and easy load. This makes it imperative
for the team leads to continuously reminding the sales team that no matter what
they need to respect and maintain a strong bond with the channel members.
Postpaid offers are * Persona individual * Persona karobar Bills are sent to the
postpaid customers who pay their dues just like any utility bill. Usually corporate
purchase the persona packages for their individual or company needs. For the
sales corporate sales is challenge.
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Sales person have to visit several companies and individuals whom they prospect
to be their customer. Services Apart from the usual communications services,
Telenor Group provides a wide range of innovative services. Here is a selection.
Mobile Fun Following are the mobile fun service of Telenor. Mobile Sports Sends a
text message alerting about a sportive highlight at the instant it happens. Mobile
Music The Telenor music service allows around 1 million songs ready to be
downloaded to the mobile. These songs can easily be shared by the customer
because these songs are digital rights management-free.

Mobile TV The customer has available his favorite TV shows in his pocket and
watch them anytime, anywhere. Live TV channels can also be accessed on the
move by the customer through the fast EDGE internet service of Telenor. Mobile
Communities With Telenor the customer can access communities such as
Windows Live MSN and Facebook on his mobile. Mobile Interaction Following are
mobile interaction services providing by Telenor. ApnaPCO – Share a Mobile
ApnaPCO is a business-in-a-box solution, which allows people in remote areas to
share a mobile phone where there are no other alternatives.

TeleDoctors Through Telenor the customers can get expert medical advise by
simply dialing 1911. This connects the customer with experienced doctors who can
help him with his problems wherever he is in the country. Mobile in Flight The
consumer can call your colleagues, customers, friends and family whilst in flight
from his mobile phone using AeroMobile secure mobile communication technology.
Mobile at Sea Maritime Communications Partner enables mobile phone coverage
by installing and operating the ship borne radio networks, linking the vessels with
public networks via satellite.

Mobile Marketing The customer needs to register his phone number with his
favorite shops and services. This will allow him to receive sms’s regarding the
latest events and offers. Child Internet Protection The Security Shield technology
offered by Telenor protects children from accessing sites that have not previously
been approved or from coming into contact with unsuitable people on the Internet.
Children have their own login with a protected desktop controlled by parents.
Mobile Commerce Mobile commerce services of Telenor are as follow: Easy Paisa
Easy paisa is a unique service offered by telenor.

This service allows the customer to send your mony nationwide. The customer just
needs to present his id at the Easy Paisa outlet and his money can be transferred
to the desired person within seconds who can collect it from his nearest easy paisa
outlet. CellBazaar – Marketplace in Your Pocket This service has truly bridged the
gap between the urban and rural areas by making trade very convenient between
them. Using CellBazaar, buyers and sellers in Pakistan can trade basic goods from
their mobile phones. BillPay – Pay by Phone BillPay is an innovative service, the
first of its kind in Pakistan.

This service provides for the bill payment of utilities services and for other
companies electronically via the cell phone. Customers can pay their utility bills and
other bills through this service regardless of whether they own a mobile connection
or not. The Competition The telecommunications sector of Pakistan has seen
tremendous growth over the last decade. From a subscriber base of merely 0. 3
million the number of telecom users has exploded to over 90 million users. The
growth has stalled over the last couple of years due to market saturation and
general drop in the income levels of the country.

There are five prominent mobile operators that are currently active in Pakistan: 1.
Mobilink is the market leader with a market share of 33%. The market share for
Mobilink has gradually eroded due to competition coming in. However due to its
strength in the corporate sales it still sits comfortably at the top. The prominent
products for Mobilink include: a. Jazz- Prepaid b. Indigo- Postpaid 2. Telenor has
the second highest market share in terms of subscribers of 24%. 3. Ufone has a
market share of 19% and is known for its strong marketing campaigns. Ufone is the
closest competitor to Telenor in terms of subscriber base.

Ufone also has separate prepaid and postpaid products but has a name for each
package within these categories. 4. Warid is next with a 17% market share. Zem is
its prepaid product whereas it also offers a postpaid product. 5. Zong entered into
the market by acquiring PAKTEL and since then has gained a market share of 7%.
The Hierarchy Telenor Pakistan is divided into the following five regions. Its
corporate headquarters are in Islamabad, with regional offices in Karachi, Lahore,
Faisalabad, Multan, and Hyderabad. These regions are divided into further
departments. Departments within different regions

The regions are divided into various departments which include: 1. People
Excellence- looks after recruiting, training and developing employees. At Telenor
Pakistan the Human Resource Department is called the People Excellence. 2.
Sales ; Distribution- looks after the sales and distribution of various products
through the franchise, retailers and sahulat ghar. 3. Sales ; Service Centre- looks
after the sales and distribution of various products through the walk in centers
which are company maintained and managed. 4. Corporate Sales- handles direct
postpaid sales done to organizations, SMEs and other corporate individuals 5.

Technology Departments; Radio Frequency Handling Department, Networking

Department, Field Operations, Real Estate Management- all these departments
handle the technology related works and manages the issues pertaining to
networking and the functioning of GSM network. 6. IT Departments- handles the IT
issues faced by employees. 7. ESS- works on software development thereby
providing an easy and user friendly interface for employees to communicate. 8.
Organization Support ; Service- looks after managing the activities at the office,
performs the task looked by the administration department.

The Sales Channels From the sales perspective the functioning of the sales and
customer services departments is critical since they are the face of the company
and at the forefront of all company challenges. Sales department Indirect sales *
Manage the franchise network * Ensure achievement of sales target of franchise *
Coordinate with other departments for development programs * Training of
franchise staff Direct sale (corporate sales) * Meet assigned sales targets
throughout the year * Maximize customer satisfaction and minimize churn *
Generate new accounts and manage old ones * Strong follow-up

Customer services Department The customer services department handles the

following responsibilities: * To facilitate and guide the customer * To resolve
customer’s queries, requests and provide optimal solution in minimum turnaround
time, keeping both companies and customer interest in focus. * To inform and
update customers about upcoming promos, AS and products. * To minimize cost
and increase revenue The Sales Hierarchy The smallest unit of division of the
sales force at Telenor is a territory which is assigned a territory sales supervisor
who is responsible for around five territory sales officers.
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The territory sales supervisors report to the assistant managers. The company has
been divided into five regions each with a regional manager and a regional director
that oversee their regions. They report to the national sales director. Selling
Methodology At Telenor the sales can be broadly divided into the indirect and direct
sales (corporate sales). The indirect sales require the sales persons to visit
different retail outlets and ensure their cards and POS material are in place.
Corporate selling involves greater degree of personal selling where the sales
person tries to convince the individual to purchase the Telenor connection.

This approach is adopted for high volume customers who would purchase the
connection for themselves or their company. The selling process starts from
identifying the target market. The six process introduced in the sales management
theory apply here as well. Prospecting The process starts with searching for leads.
All business directories, journals, contact persons in SMEs, personal references,
references from company colleagues and industrial and trade associations are all
sought for potential leads.

Most important are the current customers who are requested to refer people who
could potentially buy the package. Qualifying The potential customers are
narrowed down to identify which of them can actually buy the package Telenor
offers. The qualifying is done on the basis of: a. Whether the prospect has the
financial strength to keep the package b. Whether the prospect is influential
enough to represent the company and can lead to sales from the company. c.
Whether he actually needs the package or not Foot in the door

When the customer is being studied all the possible links to approach him are also
identified. If appropriate he is approached directly through one of these contact
person. However most of the times a more formalized approach is adopted where
a letter from the company is sent to the person. The letter comprehensively defines
the services that are being offered by Telenor who are the current users of these
services and what benefits the individual or his company can derive from the
package. The letter also contains a formal request to setup a meeting time.
Presenting the sales pitch

The pitch is usually prepared well in advance and is tailored to the needs of the
potential customer. The pitch is the most critical part and in considered as the

make or break part of the whole sales process. The pitch starts with the sales
person asking the potential customer about what he expects from his mobile
service connection. The sales person further tailors his pitch according to the
customers needs and also identifies what additional benefits can the customer
derive from Telenor’s packages. Closing the Deal The sales person gradually leads
the conversation towards the purchase of the package.

In this process he handles all the customer complains and finally leads the
discussion towards signing of the agreement. Follow Up The sales person
conducts a regular follow up with his client for any problems encountered with the
package in use. This is very important in establishing a relationship with the
customer since Telenor relies quite a lot on reference sales from its current users.
Sales Forecasting The sales forecast is essential to plan for future costs and
capacity requirements. Variable cost is directly related to the sales volume made
while fixed cost is not directly affected.

Better sales forecasting result in better inventory management, spot trends in

customer buying behaviour, help in better staffing and managing financing etc. The
sales forecasting is done is a very systematic manner at Telenor. The corporate
clients are assigned an individual territory sales officer who is then responsible for
handling the account and servicing it as requirement arises. Sales forecasts are
prepared by keeping in view the previous targets and the actual results. If a
salesperson does not achieve their targets, their orecast is lowered and targets are
cut down, and if a salesperson meets the target, then their target is upgraded,
keeping in mind the salesperson’s potential and the market potential. Sales
Budgeting A sales budget is the amount of money available or assigned for a
definite period. At Telenor it is based on estimates of expenditure during that period
and on proposals for financing the budget. These estimates are based on the
previous sales trends. Thus the budget depends on the sales forecast and the
amount of revenue expected to be generated for the organization during that
period.

Like any other company, budget is an important factor in the successful operation
of the sales forces at Telenor. Top Sales managers spend a great deal of time
trying to convince the corporate management to increase the size of their budget
Using the Top Down approach, the Sales managers re-distributes the budget for

the sales force among lower level managers. Budget funds are also appropriated
wisely in order to properly support selling activities that allow sales personnel and
total marketing group to reach their performance goals.

Compensation The core compensation includes: * Base salary *

Bonus/commission * Long-term incentive plans In addition, Telenor offers a total
package that may include insurance, recreational activities and other benefits
adapted to the local market and individual employee’s need. Sales Managers are
rewarded according to their achievements. Apart from monetary rewards, such as
variable pays/increments, other motivational tools such as recognition (Employee
of the Year rewards) are used. Employee Motivation

Telenor’s compensation plan operationalizes the sales force, get them aligned with
the business goals, and get them motivated and driven to implement new
strategies. Underperforming sales managers are encouraged through mentoring
and counseling by their respective directors. At Telenor the goals set for the sales
team are such that they challenging and get them into action. The turnover is not
high as compared to that of the industry. There is no defined employee exchange
program. Employees on their merit are taken up to work in the Telenor Group.

Reward System Telenor considers its employees as an investment made from

which it expects valuable return. Pay policies and programs are one of the most
important human resource tools for encouraging desired employee behaviors. The
advantage of paying above the market average is the ability to attract and retain
the top talent available, which can translate into highly effective and productive
work force. The incentive schemes and incentive objective are clearly
communicated to all individuals and weekly progress report is also communicated
to all concerned.

Compensation and benefit plans Telenor has a different department that deals with
staffing and compensation. This department has all the information regarding who
is being employed and how he/she is performing. That’s makes it easy for them to
design compensation plans because they know every employee inside out who is
being hired. Compensation and benefit plans are particularly based on
performance. If performance is up to the mark or standard of the company and the
employee has good conduct then he/she will be rewarded for sure.

After every performance evaluation, results are rechecked and matched with the
standards. Based on that, proper compensation plans are designed. Salary policy
The company will pay salaries of the employees as fallows * All new employees
have to open bank accounts in specified banks prescribed by the company so that
their salary can be credited at the end of each month. * Employees should forward
this account number to HR. * Upon termination of services the employee will
receive his salary within 15 days up to the time of date of his last working day.
Upon resignation the employee will be paid his dues during a maximum period of
15 days from the date he left the job Performance Appraisal System Policies at
Telenor for Performance Appraisal Objectives: The purpose of this policy is to
provide a formal review program to evaluate work performance and to promote
communication and discussion of job performance. The intent of these discussions
should be to review current job performance and responsibilities, set goals, and
discuss future opportunities with reference to past performance at Telenor.

The Objectives of the Performance Review Program are: * To measure work

performance * To identify employees with high potential for advancement * To
provide objective information for making decisions on salary increases, promotions,
bonus and transfers. * To motivate and support employees in improving their
performance and achieving their personal/professional career goals * To identify
employees for training and development * To provide a solid path for career
development for each individual Frequency of the Performance Review

Informal performance discussions are conducted frequently as and when the need
arises. These discussions provide the basis for an objective summarization of
performance during formal Performance Reviews and allow more time for
discussing future plans and organizational as well as personal objectives. Formal
written performance reviews is conducted with all employees annually. Notification
along with Performance Evaluation Forms is sent from the Human Resources
Department in advance with the scheduled performance evaluation date.

All employees will be reviewed at least once at confirmation. Therefore,

Performance Reviews is held on an annual basis from the date of hiring or more
often if desirable to do so. Practices at Telenor for Performance Appraisal System
Telenor uses the computerized performance appraisal method. It conducts

performance appraisal in order to evaluate their employee’s current performance or
past performance relative to company’s performance standards. Telenor try to
adapt the performance appraisal in which their employees understand what his or
her performance standards were and that the upervisor also provides the employee
with feedback, development, and incentives required to help the person eliminate
performance deficiencies or to continue to perform above par. Performance
appraisal is conducted to evaluate employee’s performance, current or past,
relative to company’s performance standards. Performance for the sales period is
reviewed with each individual salesperson. It is noted if that salesperson met the
goal that was established at the beginning of the period.

If he/she did, the salesperson is given a positive review for meeting the goals. In
Telenor the performance appraisal of employees is conducted in December. The
Telenor HR department develops a performance appraisal sheet and downloads it
on the intranet of Telenor so that the supervisor performs the evaluation of their
employees. When the supervisor completes the evaluation, he/she sends the
performance appraisal sheet to the employee for the confirmation, if the employee
does not agree with the supervisor’s remarks or appraisal he/she will not sign the
PA sheet.

After the time of submitting PA sheets is crossed, HR department approaches the

supervisors and employees having conflict and tries to resolve their problems.
Performance Review At Telenor a review is something like an informal discussion
between an employee and their Sales Team Leader/ Sales Manager. There are two
phases: first in which discussion takes place over area of strength which needs to
be built up on as displayed by the job holder over the past year.

The second phase is concerned with discussion about the training needs/inputs
activities that are considered to be appropriate to help the jobholder overcome
some of development areas discussed in the review and also those activities that
are deemed appropriate to build upon their current strengths. Appraisal categories
The sales personal along with other employees are classified in one of the
categories: Appraisal category| Definition of category| % Of total numbers of
employees which can be rated in this category | 1. expert| Indicates exceptional
performance| 15%| 2. ery Good| Indicate performance that consistently meets the
requirements of the position,” very good” indicates the individual is on track for
advancements| 10%| 3. Good| Indicated performance that requires improvement (i.

e. meet requirements without initiative or advancement)| 8%| 4. Basic |
Performance to be improved (hardly meets requirements)| 5%| Training The
 methods of training differ from function to function. In training the most important
thing, Telenor believes to get across is how this training is going to increase their
reps’ sales, as well as benefit the company.

Following are some objectives of training when conducted for sales function.
Recommendations Telenor is regarded as the top employers in Pakistan and is
doing brilliantly on the business front. However there always is some room for
improvement. One of the recommendations for Telenor is develop its muscle in the
corporate sales segment. In this segment Mobilink sits comfortably at the top with
other companies trying to snatch some share. The Persona package that targets
corporate need a stronger push from the corporate sales team since the retail
market has matured and telecom companies need to venture elsewhere for growth.

Another important recommendation is the training of the sales team. On visiting

certain shops and asking about sales personal from different telecom companies
the general response was that sales personal have a very hackneyed approach to
selling. Telenor could make a difference by adopting unique selling techniques
inculcated through their training programs. Appendix Subscribers (From Telenor
Resource person) ——————————————– [ 2 ]. http://www. telenor. com.
pk/about/history. php [ 3 ]. Telenor resource person

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