Case Study : Increase Sales with efficient Dealer Management.

Customer Profile
Modi Tyres is a wholly owned subsidiary of Modi Rubber Ltd. Modi Rubber Limited is today one of
the largest tyre manufacturers in India. In collaboration with Continental Aktiengesellschaft of
Germany, Modi Continental tyres are the culmination of German engineering prowess and Indian
Infrastructure. Modi Tyres has a state-of-the-art manufacturing plant in Modipuram. Customer
satisfaction is a priority of Modi Tyres with a well spread-out network of nearly 66 service centers
across the country.

Challenge
Modi Tyres sold mostly through a large network of dealers across the country. The Modi Tyres
sales team did not have any formal system for tracking opportunities with dealers, meetings and
appointments. The team used a system of Excel spread sheets to track their meetings and
appointments. Because of this, meetings would fall through the cracks and several large sales
opportunities were getting missed out. The dealers were mostly multi-brand tyre retailers and
Modi Tyres wanted to be able to track competitor information for other brands across dealers.
Sales Managers did not have an easy way to track salespeople’s follow-up activities with dealers
and the outcomes of their meetings. Modi Tyres needed a system that would help them plan their
sales activities and analyze the effectiveness of their sales plans.

Solution
PK4 customized a Sales Activity Planning module within Impel CRM’s Sales Force Automation
module to handle Modi Tyres’ particular requirements. The Impel solution gave Modi Tyres sales
managers the ability to plan out specific sales activities and appointments for each member of
their sales team. Within the first week of the month, the sales manager and individual salesperson
would chalk out the sales plan and activity for the rest of the month.

As the salesperson made his/her appointments with dealers, they had a simple method of updating
the status of each call onto Impel. In addition, Impel provided them a facility called Unplanned Call
Reporting, whereby salespeople could enter in details of sales calls that they had made during the
month, that were not a part of their original sales activity plan for the month. PK4 also give the
Modi Tyres salespeople a simple interface to track competitor sales information.

With comprehensive reports included, sales managers could now have a complete analysis of each
salesperson’s planned and unplanned calls. They are now able to plan each month’s activities
much better, so that no dealers are left out and also ensuring that dealers that need more
attention are given that attention.

Benefits
• Modi Tyres managers are able to successfully plan out monthly sales activities for themselves and their teams leading to a much higher level of productivity
• Sales have increased because dealer opportunities are tracked much better followed and up
• All planned meetings are now followed up without slipping through the cracks
• Modi Tyres now has a good idea of competitor sales information in an integrated system
• Modi Tyres managers have a day-to-day follow up on the results of calls as salespeople update the status of each call after each meeting.