Salesman Diary – Cement Industry

SALES AND DISTRIBUTION MANAGEMENT PROJECT

Term – IV
Topic- Cement Industry
Salesman Diary

Submitted to – Prof. D K Batra

Submitted by –
Group 6 (Batch-2)
Group Members Name Roll Number
Ananya Agrawal 20PGDM075
Anshuman Tripathi 20PGDM078
Arunabh Ghosh 20PGDM082
Kirti Maheshwari 20PGDM094
Priyanka Choudhary 20PGDM221
Sushant Kapil 20PGDM120
Utsav Sadhu 20PGDM059

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Salesman Diary – Cement Industry

Contents
Cement Industry ..................................................................................................................................... 3
Key Drivers for the growth of the Cement Sector: ............................................................................ 3
Roles and Responsibilities of a Salesman .............................................................................................. 3
Salesman Diary -Birla Corporation (Cement Division) .......................................................................... 4
A. Sales Routes in Faizabad.............................................................................................................. 4
1. Faizabad Raebareli Road Sales route..................................................................................... 4
2. Faizabad Ambedkar Nagar Road Sales Route ....................................................................... 5
3. Faizabad Barabanki road Sales Route.................................................................................... 5
4. Faizabad Allahabad Road Sales Route ................................................................................... 6
5. Faizabad Gorakhpur Sales Route ........................................................................................... 6
Daily Schedule of a Salesperson ............................................................................................................ 7
6. Route that was followed by Salesman ...................................................................................... 8
Gifts offered to Retailers and Dealers by Salesman kept ..................................................................... 8
1. T shirt, Umbrella and Writing Pad ................................................................................................. 8
Schemes in terms of Monetary and Non-Monetary for Distributors and Retailers of Birla Cement
.......................................................................................................................................................... 10
Key Observations through Salesman Diary ......................................................................................... 11

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Salesman Diary – Cement Industry

Cement Industry

Indian cement sector. India ranks second in the world, followed by China, in cement
production. Cement production in India accounts for 8% of the total cement production in
world.

The focus of the Government of India towards Infrastructure development and the
announcement made about this in Budget 2021 lays the foundation of upcoming strong
demand in the Cement Industry.

Key Drivers for the growth of the Cement Sector:

1. Government’s focus towards infrastructure development such as rural
development, construction sector, etc.

2. Increasing purchasing power in rural areas and urbanization as well.

3. Current as well as upcoming projects of Governments like Highways, etc.

4. High-Entry Barrier

5. Per Capita Consumption of Cement to increase in future

Roles and Responsibilities of a Salesman

• Increase the sales for company

• Achieve target allotted to them
• Analyze channel partners of other brands based on their behavior, marketing, credit,
and name in the Market. If they seem a good prospect approach them and try to
convert them
• Maintain long term relationship with channel partners
• Communicate schemes (both monetary and non-monetary based to current channel
partners)
• Organizing Events for Channel Partners such as family get together and birthday
parties for them
• The influencer in the sales of cement are the Architects and Contracts who
recommend consumers to use a particular brand. Meetings are organized where
both technicians and salesman are there and benefits and incentives on using the
brand is told

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Salesman Diary – Cement Industry

Salesman Diary -Birla Corporation (Cement Division)

• Working hours: 9 am to 6 pm (can get extended as well)

• Compensation of a Salesman ranges from 5 lakh to 6 lakh (fixed) + Incentive based
upon achievement of their target (*Compensation varies from company to company)
• Both Travel allowances and Daily allowances are provided as well. For this salesman
needs to have bills of the expenses he wants to get reimbursed and then he needs
claim the same. 3-4 Rs /Km reimbursement is also provided based on the kilometers
Covered by the Salesman
• In the starting of the month Salesperson are allotted their targets for the Month.
These targets are again revised at the end of month
• More focus is on achievement of the targets than anything else
• Salesman in a day meet 5-10 channel partners that can depend upon the pressure
from the company on him or what is status of current target achievement
• Also, company to help Salesman, provide record of Channel partners. This consists of
who are currently selling the brand of the company as well who are not currently
selling the company’s products. Salesman is asked to convert the dealers from other
brands by communicating schemes, offers and benefits of the company

A. Sales Routes in Faizabad

Sales Routes in
Faizabad

Faizabad- Faizabad- Faizabad- Faizabad- Faizabad-

Raebrali road Ambedkarnagar Barabanki road Allahabad road Gorakhpur Road
Sales route road Sales route Sales route Sales route Sale Route

1. Faizabad Raebareli Road Sales route

Under this Sales route the major area which is covered by salesperson is up to Rudauli only
and the Key areas of sales in this Sales route are at Sohwali, Rudauli and Kota Sarai

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Salesman Diary – Cement Industry

2. Faizabad Ambedkar Nagar Road Sales Route

Under this Sales route the Key area or Major touch points for a Salesperson is
Ayodhya, Nawabganj and Wazir Ganj.

3. Faizabad Barabanki road Sales Route

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Salesman Diary – Cement Industry

4. Faizabad Allahabad Road Sales Route

Under this range the key area for sales is Bikapur and Ramnagar

5. Faizabad Gorakhpur Sales Route

Under this Route the Key area for Sales are Ranopali, Vikram jot, Chhawani and
Captain Ganj.

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 Salesman Diary – Cement Industry

Daily Schedule of a Salesperson

Time Activity by the Salesman

A Day prior • Preparing the sales plan for the next day. So, the plan basically includes the
target the salesman would want to achieve for the next day, Sales route he’ll
be going on, No. of channel partners he would want to meet to and how he’ll
motivate and convert them
• Scheduling- Salesman also calls some of his channel partners mainly dealers
as to schedule the meet p
8:30am -9:30am So, the Salesman was called to office ½ early as there was a meeting scheduled which
was headed by the Sales promoter. The main issue company was currently facing was
that it’s Top performing dealers of Faizabad was turning towards Shree cement and
other brands like JSW Cement. So, these brands were basically New for the faizabad
cement market were offering a higher margin than that of Birla cement
9:30am-11:00am After the meeting, Salesman was scheduled to meet the 2nd rank dealer (in terms of
Sales) of Birla. The name of the firm was M/S Dinesh Kumar and Shivam Kumar. Firm’s
office was situated at their residential office only. Salesman told me he has been
trying to schedule the meeting since a week and today dealer was free, and Salesman
was optimistic about the meet. Salesman took some diaries, pen, T shirts and a poster
of Birla to give it to dealer. When we reached dealer’s home, he gave a warm
welcome to us. He also bought Tea and Samosas for us as well. I was able to see a
good connection between the salesperson and the Dealer. After the talks about
market and giving gifts to dealer, salesman asked that why he was not focusing on the
sales of Birla.
So, dealer was very straightforward and candid and told that Shree cement is giving Rs
5 more Margin per bag and the Quality of the cement is also very good so there were
no problem related to sales of Shree cement. He asked that if he gets order for Birla
or sees the opportunity, he’ll tell us

11:00 am- 1:00 pm After the meet salesman again went to office. He told sales promoter about the meet.
So, sales promoter said that he himself will go tomorrow to personally meet him.
After that we again took some pads, diary, pens, and posters to go for retailers who
were already having some orders.
Salesman said that it’s already past 11 so to cover more retailers we will cover the
Faizabad area only which was primarily around Naka bypass, Deen Dayal Nagar and
Darshan Nagar.
We met our first retailer name Singh building material at Naka bypass the meeting
went till 1:00 pm
1:00pm-2:00pm Salesman told me that he generally takes a heavy breakfast before coming to the
office and the lunch is very light. Some it’s just samosa or chola bhatora at roadside
stalls. In case he covers long distance, he brings a tiffin with him. Today, he said he’ll
treat me, and we went to restaurant and had our lunch there. :)
2:00pm-7:00pm After the Lunch we went to 6-7 retailers more primarily areas around Naka bypass
only some of those retailers were Krishna Building Material, Ansh Building Material,
New Saket traders and Sanjay Traders.
Salesman motivated them to do more sales, took orders from some and 1-2 retailers
were also asked to keep push other product lines sales as well. Pushing sales were
through both Monetary and Non-monetary schemes
7:00pm -7:45pm Reported back to office, some talks with other salesman and review on his
performance. Then left the office at 7:45

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Salesman Diary – Cement Industry

6. Route that was followed by Salesman

Gifts offered to Retailers and Dealers by Salesman kept

1. T shirt, Umbrella and Writing Pad

2. Poster of Birla Salesman asks Retailers and Dealers to put

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Salesman Diary – Cement Industry

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Salesman Diary – Cement Industry

3. Incentives and Awards for Distributors

As a part of motivating Distributors more Birla holds a meeting where distributors

from all over India come and the top performing distributors are rewarded in front
of company’s executives and other Distributors of the company. This provides
recognition to the Distributors, and they are motivated to do more Sales.

Schemes in terms of Monetary and Non-Monetary for Distributors and

Retailers of Birla Cement

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Salesman Diary – Cement Industry

Key Observations through Salesman Diary

• Sales in a Cement Industry is Outcome controlled as the Target are

distributed at the starting of the month and if you are achieving the
target which is provided to you no one will pressurize you or bother
much. But when it comes to compensation its more of business outcome
based as a major part of compensation is fixed and remaining is based on
target achievement. So, we would say that there is a misalignment there
in terms of control.
• Sales are done using a push-based strategy by pushing sales through
different channels used.
• Dealers plays a very important role in sales of the cement and if you win
the dealers the sales are yours.
• There are multiple sales routes in a territory which are used by salesman
and on a day 6-10 selling points are visited by salesperson.

Key Result Area

• Performance of a salesman is based on Revenue generation.

• How much target is achieved, or orders generated per visit?
• Number of distributors met in a day.
• Number of new channel partners added to the company.
• Quality of channel partners added.

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