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Consultative selling is helping Tata Teleservices (TTL) win clients in both large and SME (small and medium-size enterprises) segments by first understanding about customer business, and create solution to solve their problems.
Things have changed. In the past, TTL used to just sell its products and solutions. However, today, while talking to customers, officials first understand clients’ business and problem, and then suggest TTL products and solutions, Prateek Pashine, President, Enterprise, TTL, told BusinessLine .
Using mobile power For example, Hindustan Unilever wanted to advertise Lux to people in villages. However, due to lack of power, advertisements could not reach them either through television or radio. TTL devised a solution wherein a person dials a toll free number in his mobile to listen his/her favourite song. The system will call back to play the song with Lux advertisement in between. This facility is available mostly in the Hindi belt, he said.
There are many more such examples where the company has offered ‘consultative selling’ to understand their problems and solve it, he said.
For TTL, the SME business is annually growing at 17-20 per cent whereas the industry rate is nearly half at 8.5 per cent. “We are trying to become a one-stop-shop to deliver information, communications and telecommunication to SMEs,” he said.
Growing with customer For the company, an SME is a company that employee strength between 11 and 499 employees. For example, an SME could start with buying a Photon dongle but as the business improves, it will require a landline. If the business expands, it may require local area network, wireless connectivity and connectivity between branches. As the business grows for the customer, TTL helps the company keeps improving its telecom needs, he told BusinessLine .
Out of the total 11 lakh SMEs, TTL has 1.50 lakh as its customers. The revenue contribution from an SME varies between ₹1 lakh and ₹10-15 crore.
The enterprise division contributes nearly 30 per cent of TTL’s revenue, which Pashine declined to reveal. Anything that a company pays for a product comes under the enterprise division, which offers data, voice, managed services, mobility solutions and broadband/ landline connections, he said.
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