E2-E3

MANAGEMENT
ENTERPRISE SALES

For internal circulation of BSNL only.

 WELCOME
• This is a presentation for the E2-E3
Management Module for the Topic:
Enterprise Sales
• Eligibility: Those who have got the
Upgradation to from E2 to E3.
• This presentation is last updated on 15-3-
2011.
• You can also visit the Digital library of
BSNL to see this topic.
For internal circulation of BSNL only.
 Agenda

• Enterprise Sales
• Evolution of Enterprise sales in BSNL
• Enterprise Customer Segmentation
• Enterprise Sales organization in BSNL
• Key Selling Skills for Enterprise Sales
• Enterprise solutions offered by BSNL
• Key issues in Enterprise sales

For internal circulation of BSNL only.

 Enterprise Sales

1. Generate high volume business by developing

clients
2. Long term approach
3. Win-win approach
4. Unlike marketing which is for masses, BD
specifically targets select clients
5. Can happen from either party i.e. buyer or seller

For internal circulation of BSNL only.

What an Enterprise Customer looks for

 One stop shop  Telecom Expense

management
 Unified communication  Faster roll out
solution
 Scalability  24x7 monitoring &
servicing
 Simplicity of deal  Long term commitment

 Business continuity  Consultancy support for

(Disaster solution to new needs
Management)

For internal circulation of BSNL only.

 Evolution of Enterprise sales
setup in BSNL

1. Started BD cell in 2001

2. GM level unit at Corporate & Circle level
3. In 2008, a new unit of ‘Enterprise Business’
started at Corporate level
4. In 2009, Enterprise Vertical defined across the
country headed by Director BSNL Board

For internal circulation of BSNL only.

 New Set up

1. ED (core Network), GM (Business Planning),

GM (Enterprise Business), GM (ILD), GM
(Lease circuit), GM (IT) and GM (Fin)
2. GM (EB-city) for 4 big cities
3. All Circles now have GM (Enterprise) supported
by DGM (Enterprise Sales) and DGM (Service
Delivery/Service assurance)

For internal circulation of BSNL only.

 Customer segmentation
• Platinum customers: These customers are large
corporate entities (with indicative turnover greater
than Rs. 500 cr p.a.), with significant telecom spend
across several locations and sophisticated product
needs.
• Gold customers: These are medium-sized
corporate entities (with indicative turnover of Rs.
50-500 cr p.a.).
• Silver customers: All corporate customers that are
not a part of the Platinum or Gold accounts are
designated as Silver accounts (with indicative
turnover greater than Rs. 10 cr p.a.)
For internal circulation of BSNL only.
 Enterprise Sales structure

• Career Wholesale
• Enterprise Business
• BSNL Channel partners
• System Integrators

For internal circulation of BSNL only.

 Career

• responsible for generation of Carrier Wholesale

revenues for on BSNL’s National Long Distance
(NLD) network and International Long Distance
(ILD) network. Primarily GM (Business Planning)
at BSNL HQ deals with it with back end support
from maintenance regions.

For internal circulation of BSNL only.

 Enterprise Business

• Platinum customers- By BSNL team

• Gold customers- By BSNL team
• Concept of National Account Manager (NAM) &
Key Account Manager (KAM)
• Silver customers- By channel partners

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 Channel partners

• Appointed initially in six circles

• direct marketing & sales of BSNL data services
to silver customers
• Service assurance part of deal
• Commission

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 System Integrators

• Required to provide
– Software
– Hardware
– Integration
• To be empanelled by all the circles
• Front End V/s Back end bidding

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Key selling skills for Enterprise team
 Need assessment

 Conceptual
 Technical
 Presentation Skills
 Business communication
 Interpersonal skills
 Meeting management

For internal circulation of BSNL only.

Key selling skills for Enterprise team

 Fluency in using IT tools such as E-mail, LAN

Word, PPT, Excel, Internet, organizer etc

 Project management
 Organizing Skills
 Business Intelligence
 Negotiation skills
 Proposal writing

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 Enterprise relationship options

• MOU
• Contract
• Partnership

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Enterprise Solutions

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 Single Window

• Nomination of various circles as single billing

and commercial authority
• Facilitation to customer
• Various circles nominated as coordinating
circles

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 Corporate VPN
• VPN for basic, WLL, mobile closed user group
• Centralized Billing to customer
• Single window approach
• Better monitoring and control of customer
• Monitoring of calling pattern
• Better discount on bulk bill on pan-India basis
for all voice services to corporate

For internal circulation of BSNL only.

 Free of Cost - EPABX
• BD cell has taken a proactive step of
providing free of cost EPABX
• EPABX manufacturers to supply, install,
maintain on revenue share basis
– 60:40 revenue share on rental
– 20% rev. share to EPABX manufactures
on usage
• Many EPABX already provided through M/s
Coral

For internal circulation of BSNL only.

 Revenue share Packages

• Rail Tel Call centre (BOO basis)

– At all circle H.Q. for Railway enquiry
(replace 131)
– Revenue share to Rail Tel on BSNL calls @
Rs 0.15 per call
• Utilization of IN platform
– Indian Idol Televoting
– Zee Cine Award Televoting
– Sahara TV – Dial One voting
– Kaun Banega Crorepati
For internal circulation of BSNL only.
 Bundling Schemes

• Handset Bundling
– GSM & CDMA including FWT
• PC Bundling
• GSM PCO Bundling
• GSM Data card
• Empanelment of EPABX Franchisees

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Co-branded/White labeled services

• Hosted CRM
• Hosted Contact center
• Hosted ERP solutions
• Global calling card*

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 Managed Network Services

• C & W tie up
• British Telecom tie up
• Managed E-mail with Microsoft tie up

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 Blackberry

• BIS
• BES

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 Problem Areas

• Scarcity of staff at H.Q and circle level

• Skill/Attitude problem of staff
• Operation / Maintenance Problems (poor back end
support)
• Less awareness about BSNL solutions
• Customer wants negotiation and instant decision
• All tariff in BSNL transparent; No negotiation
leverage to front end personal

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 Problem areas

• Accountability problem
• No clear cut/ defined responsibilities for staff
• Non flexibility of IT/billing systems to extend
different discounts
• Late / Non availability of VAS services in new
services like mobile, broadband

For internal circulation of BSNL only.

 Conclusion

• Provide end to end seamless business solutions

by tie up with external experts or developing
internal competence
• Go into MOU/Corporate relationship
• Increase & improve service deliver & service
assurance
• Increase internal awareness
• Focus of capacity building-sales training,
empowerment
• Effective utilization of IT
For internal circulation of BSNL only.
For internal circulation of BSNL only.