Abstract

The caselet examines the increased focus of Indian corporates on dealer training programs. It discusses the dealer training programs conducted by some of the leading manufacturing companies such as Maruti, HLL, Philips, GCMMF, and Tata Chemicals. The outcome of these training programs and their impact on the sales and customer service of the companies also form a part of this caselet.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Role of channel members in sales & distribution function of an organization
• Need for dealer training programs and its impact on customer service
• and Training sales personnel.

Keywords

Corporate Training Market, Dealer Training Programs, Automobile Companies, Maruti, JD Power Asia Pacific, Customer Satisfaction Index (CSI), NIS Sparta, leadership, Business Planning, Self-Empowerment, Behavioral Interventions, Vijay Kohli, Consumer Appliances Manufacturers, Philips India, 'Unique Selling Programme' (USP), Soft-Selling Skills, HLL, 'Project Dronacharya', Total Lines Sold per Day (TLSD), Gujarat Cooperative Milk Marketing Federation (GCMMF), Amul, Tata Chemicals