Impacted business of a global consumer goods company


With more than 1000 dealers across India, selling multiple products to a variety of customers, the sheer scale and scope of ordering, replacing and re-ordering products were earlier done manually. With the advancement in technology and ease of implementation, a Smart Order (SO) system was introduced for the dealer network. It was envisaged that Distributor Sales Representatives (DBSRs) would be able to showcase the entire portfolio and take orders smartly. However, behavioural adoption, selling skills and effective usage became a challenge.

Centum Impact

Through Centum Learning’s outcome-based learning interventions, the SO usage and range compliance productivity of DBSR were improved:

Up to 10% increase in range selling

100% coverage of SO usage within assigned targets

98% growth in usage compliance

Centum 5D Approach

To address & overcome the challenges, Centum Learning deployed its proprietary 5D approach:

  • Market study to understand on-ground challenges related to knowledge, usage of SO system, approach to sell and place SOs range
  • Key stakeholder & customer feedback
  • Low awareness about the SO system and its advantages
  • Lack of structured training program
  • Need to enhance selling skills as well as soft skills of promoter & front line sales team
  • Unclear measurable outcome
  • Intervention covering 5000+ promoters & 300+ trainers
  • Customized blended learning journey based on the categorization of promoters — Platinum, Gold & Silver
  • Trainer assessment & categorization
  • 70:20:10 delivery model i.e. 70% on-the-job-training, 20% classroom training including role-plays & focused group discussion and 10% peer-to-peer learning
  • A structured review with South-East Asia Head
  • Fitness certificate of all promoters
  • Trainer boot camp for delivery standardization

“The quality of resources Centum deployed, my team also vouches for it, that they were great. The kind of materials they used and the kind of techniques they used were quite professional. The engagement went well, and we got good results. We are further driving business with this project & hence I think they have been an asset to us.”