Financial Daily from THE HINDU group of publications
Sunday, Nov 30, 2003
Financial Daily from THE HINDU group of publications Sunday, Nov 30, 2003 |
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Corporate
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Diversification Industry & Economy - Education Eveready setting up sales training institute Kohinoor Mandal
Kolkata , Nov. 29 THE $200-million BM Khaitan group is likely to diversify into the sphere of education. As a first step, Eveready Industries India Ltd, the group flagship company, is setting up an institute for the training of frontline sales force. The institute, which is named as Eveready Academy of Sales Training, will start its operations with a first batch of 20 students from January. It has already advertised seeking fresh graduates for a one-year course in sales training. According to Mr Roshan L. Joseph, Director of Eveready, there is hardly any opportunity to offer good sales training to young men and women. As a result, there is an acute shortage of trained manpower to push the sales of a particular product. Most of the FMCG companies are regularly realising this problem and, he felt that this would aggravate further as the challenge will be making the consumers spend more. So, in an effort to bridge this gap between the need for trained sales manpower and creating good salesman out of a fresh graduate, Eveready decided to set up this institute. "To start with the academy would be just a part of the Eveready Industries' activity. We would be using our own infrastructure, both software and hardware, to train these young boys and girls. If the project takes off successfully, we will scale up the activity and work bigger plans," Mr Joseph told Business Line. The 20 students will be selected through a nationwide online psychometry test and group discussions. Eveready is also assuring jobs to all the 20 students on successful completion of the course. "We may employ all of them but there will not be any binding neither on us nor the student. They will be free to join any organisation. We are confident that any FMCG company would be more than glad to have a trained salesman," he said. It may be noted that this is probably the first time that a leading FMCG company is entering into the business of training salesman. In fact, there is hardly any institute in India offering similar sales training. In 1998, the National Institute of Sales (NIS), a wing of NIIT, started a similar course in Kolkata but after two years it ran into rough weather. An NIS alumni, however, said the course was restarted this year. According to Mr Joseph, the one-year course of Eveready will be divided into two halves. The first half will be in classroom where a student will be taught on subjects such as taxation, IT, salesmanship, distribution network, financing, sales planning and others. In the second half, the student will be imparted infield training. They will put into a territory and will be given a target to meet.
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