Case Study: Dabur

By leveraging MindTickle, Dabur devised a systematic approach to deliver, manage and measure sales effectiveness.
Consumer Goods
5001 - 10000
Ongoing Enablement

Dabur is the world’s largest ayurvedic and natural healthcare company, with over 130 years of market presence.

It offers a vast range of products such as – Health Care, Hair Care, Skin Care, Oral Care, Home Care and Foods. Dabur’s strong sales team consisting of 1500 reps is responsible for taking around 400 products in 21 categories and 1000+ stock keeping units (SKUs) to the market.

A lot of factors affects sales excellence and quota attainment. At Dabur, the sales reps' ability to adhere to the sales process is core to their success. We partnered with MindTickle to improve process adherence of our reps and their readiness at scale.

Chirag Singh

— Manager - Sales Capability at Dabur

Dabur has a geographically distributed sales team, and each rep is constantly on the field visiting hundreds of mom-and-pop stores on a daily basis. With over a dozen of competitors, the Sales Capability Team (SC Team) had its task cut out. They had to deliver information related to new product, competition, and sales deals to the reps and at the same time reinforce sales process knowledge.

Challenges in the existing framework:

  • Sharing dynamic information in real-time across different geographies and roles
  • Measuring the absorption of information by reps
  • Assessing ‘who’ knew ‘what’ and remediating accordingly

“We used MindTickle to provide us with the visibility on the learning curve of each member in the sales team. Another thing that really helped us was the creation of a knowledge bank – a repository of product information, sales processes and other sales collaterals.” explains Anshul Gupta, Head of Trade Marketing at Dabur

Overcoming Challenges with MindTickle

Mobility – Reps were able to learn on-the-go and had access to the product and process information on the MindTickle Mobile App.

Customization – The SC Team could now design modules based on the role and location of their reps, such as – territory managers and area heads and track their performance individually.

Real-time Update – To capitalize the most out of latest updates, timely communication of information was crucial. The SC Team now had a provision to create and deliver bite-sized information in real-time.

Visibility – Analytics and customized reports gave managers visibility into their reps performance and made the feedback mechanism more contextual.

Gamification – Features such as – badges and points ensured high engagement. When analyzed, participation and completion for all the crucial updates was over 95%.

Reinforcement – Timely assessments improved absorption & ensured retention of the information. It also kept the reps motivated to outperform themselves and their peers.


Impact

Saving travel, accommodation and other expenses for conducting classroom training for 1500 reps - which also meant that the reps could spend more time on field

Entire cycle of communicating new information to the reps was reduced from two weeks to two hours

Reps who completed more than 85% of assigned modules did better sales and received 26% more commission than others

Reps who excelled in their certification program, scoring 80% or above, received 39% more commission than others

MindTickle allows us to manage the training track for each sales rep. Managers are now enabled to review their reps’ readiness and provide them with appropriate feedback. Detailed analytics and customized reports on knowledge and skills of reps allows us to mine the data and directly correlate it with our business goals.

Arun Gupta

— Sales Capability Team, Dabur