Introduction
As a leading agri-machinery and engineering group, Escorts has been investing in improving sales productivity across its dealer network and boosting its market share in India. As part of its digital transformation initiative, the company’s Head for Channel Excellence, Dhiraj Tiwary, discusses how Escorts leverages AI in sales enablement and advanced sales training programs to enhance its salesforce’s productivity.
Questions:
1. How has the sales landscape changed for Escorts over the past 3 to 5 years?
The last three years for Escorts have witnessed remarkable growth. Escorts Agri Machinery has doubled its sales from approximately 50,000 tractors in FY-16 to about 97,000 tractors in FY-19. This achievement is attributed to focused strategic initiatives that leveraged the Escorts brand in states with a strong legacy presence. During this period, the company also introduced a dual-brand strategy, separating its Powertrac and Farmtrac brands with independent channel partners for each. This approach has enabled greater channel specialization and enhanced customer engagement.
2. Tell us more about how Escorts is transforming its sales and dealer network using digital sales enablement.
Escorts has consistently been a thought leader in the tractor industry. The company’s digital sales enablement focuses on four key areas:
Lead Management: Escorts’ Sales Management System (ESMS) exemplifies its pioneering approach to sales management training. This Sales Readiness Software, available both as a web and app-based service, is widely deployed across the organization and its channel partners. While all channel partners use the ESMS platform, there is still scope for improving usage in specific areas.
Escorts Academy: Formed a few years ago, Escorts Academy serves as a robust Sales Enablement Platform. This app-based digital learning solution supports knowledge and skill enhancement for internal teams and channel partners. The EStar app, integrated into the Academy, offers extensive video content and training materials in multiple languages, making learning accessible and personalized. Furthermore, the Escorts Training and Development Centre (ETDC) has become an industry benchmark on YouTube, with maximum hits and likes in a short span of time.
Mobile First Sales Enablement: Escorts has partnered with Master-O, a leading Sales Enablement Tool, to boost the effectiveness of its salesforce. Master-O’s gamified microlearning approach enables sales executives to refresh their knowledge interactively and on-the-go. Insights from the platform help identify skill gaps and strengths across teams, facilitating data-driven strategies for skill development. Additionally, Master-O integrates seamlessly with EStar, making it a unified solution for both learning and sales readiness.
Customer Engagement: Escorts is the first Indian company to sell tractors branded “Digitrac” online. This initiative represents a significant leap in leveraging a Sales Readiness Platform for direct customer connections. While the sale and financial transaction occur online, after-sales service is handled by dedicated Escorts Tractor Care (ETC) outlets. Another innovative feature is the “Care Button” on tractors, which connects customers to the Escorts Call Centre for immediate support, demonstrating the company’s commitment to customer service.
Escorts is also incubating transformative ideas such as Traxi and Smart Parts, aiming to redefine business processes and deliver comprehensive customer solutions beyond product sales.
3. What has been your experience while digitally enabling your salesforce and dealers?
The integration of advanced Sales Enablement Tools has empowered Dealer Sales Executives (DSEs) with comprehensive product knowledge, enabling them to pitch Escorts tractors effectively. The Sales Enablement Platform allows DSEs and company sales teams to prioritize leads and manage activities dynamically via mobile devices. Real-time access to sales inquiries and deliveries facilitates quicker decision-making. However, transitioning traditional sales approaches to digital methods remains an ongoing challenge. Escorts continues to explore ways to simplify tools and create a stronger pull toward digital adoption.
4. How have insights from sales enablement benefited your sales leadership team, and in what situations is Escorts leveraging those insights?
Real-time data from AI Sales Training and enablement platforms provides Escorts’ leadership with ground-level visibility, enabling strategic and tactical adjustments. Insights from Master-O’s platform help establish a Sales Enablement Index, supporting data-driven strategies to boost sales productivity. Additionally, review mechanisms centered around the ESMS platform ensure relevant and effective performance tracking.
5. How do you align a vast and complex dealer distribution structure along with your sales hierarchy by leveraging sales performance analytics?
Escorts ensures alignment across its dealer distribution structure by standardizing data metrics and dashboards accessible to all stakeholders. These predefined metrics provide a clear view of sales pipeline health and channel performance, enabling cohesive decision-making and ensuring alignment at all organizational levels.