Sales and Distribution

Management
from the perspective of a FLSM in Cochlear India Ltd
By Bikash Panigrahi
Roll No.-170103056
Sec-’A’
FLSM
Cochlear India Ltd
• pioneered cochlear implant technology and is a world leader in implantable hearing 2005
solutions.
2000
• manufactures and supplies the Nucleus cochlear implant, the Hybrid electro-acoustic Entific Medical
1995 Systems is
implant and The Nucleus acquired
conduction implant 1990 24
Cochlear Ltd. Multichannel
1987 completes its Auditory
The FDA initial public
1985 approves the offering of
Brainstem
A subsidiary is Implant is
1984 established in
company's stock approved by
implant for the FDA for
The U.S. Food
1982 and Drug
Basel, pediatric use hearing loss
Switzerland,
establishes its Administratio resulting from
1978 North n (FDA)
to serve the
neurofibromat
Cochlear Ltd. European
American approves the market osis Type II, a
1967 is formed to headquarters company's neurological
The first commercialize in Colorado disease
cochlear implant for
Clark's profoundly
Graeme Clark implant cochlear
begins restores hearing
implant impaired
exploring the hearing to Rod
possibility of Saunders adults
using
electrical • Based in Sydney, Cochlear was formed in 1981 with
stimulation to
improve the Australian government to commercialize the implants pioneered
hearing loss by Dr. Graeme Clark
• Named Australia's most innovative company in 2002 and 2003,and
one of the world's most innovative companies by Forbes in 2011
Product Organizational
Details Structure
 Customers Channel Partners
Purchase • Otolaryngologist
Customers Value
holders • Neuropathologist
Candidates High end • Audiologist
• Audio-prosthetic specialist
• Speech therapist
Recipients Low end • ENT surgeons

Functional
Diagram
 Salesforce Recruitment Salesforce Training
and Selection • The company's sales training
• Often salesforce is recruited by scheduling program covers the following
Other
candidates for multiple interviews with areas: topics e.g
various executives, do thorough background (1) company policies and practices ethical
practices Product
checks, and use psychological tests (2) product information Information
10%
• Sometimes managers also hire friends and (3) professional selling skills. Market and 35
relations-or whoever is available-because Company 35%
they feel that the only qualifications for sales • Hands on experience for information
25%
jobs are a friendly personality and nice salespeople to learn how to be
appearance :- . From among the 5, 3 sales more effective in cold calls on
persons have come via referrals from other new prospects, in listening
managers. The other two have been recruited carefully to identify a Sales
through walk-in-interviews customer's real objections, and Techniques
30%
• Personal interviews, reference checks, and in closing the sale
background information provided on • Starts in the classroom with AVERAGE TRAINING PROGRAM
application blanks are the typically used lectures, case studies, and
methods to evaluate prospective salespeople videotaped trial presentations
• Although that is not an requirement in the and demonstrations along with
job description to be of pharmaceutical back on-the-job observation of
ground, yet the whole salesforce is of the effective salespeople and
same background coaching from sales supervisors
Salesforce Evaluation
• Identifying and communicating the metrics of success, aligned with
the organization’s strategy
1. Quantitative Assessments
2. Behavioral Evaluation
• Performance tracking mechanisms, to measure these metrics
against the performance targets established
• Sales Force evaluation on their cardio-activity!
• Upskilling the sales force

Salesforce Motivation
and Compensation
• Basic hygiene factors in a sales person’s job, maintained in the company, are
(1) a clear job description,
(2) effective sales management practices,
(3) a sense of achievement,
(4) proper incentives or rewards
• blend of salary and commission provides the basis for most combination plans and Unlimited plan for reimbursements
• Four standards are applied to decide on the choice of pay plan: control, incentive, flexibility, and simplicity
• unconventional rewards include the new cars, foreign tours, fur coats, and jewelry given by Swaroski Co. to outstanding sale
Recommendations
• Salary + Bonus plan for audiologists instead of Salary + incentive plan
of compensation which is the present mode of compensating them.
• Hearing impairment being a sensitive ailment, data analysis could be
used to touch that sensitive mindset after the cure of the impairment
among customers to enhance customer loyalty and introducing the
brand to community loyalty all together
Thank You