RESPONDINGTO A PRICE WARWITH TRAINING

A Case Study

TRAINING THE ROOKIESCOACHING THE PROS

HIRING THE BEST

ABOUT ALAF LIMITED

Today the combined output of 36 operations in 12 countries and a family of over 3,500 employees

make SAFAL Group the steel roofing sheet leader in Africa.

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ALAF Limited is Tanzania’s largest roofing sheet producer. The company was incorporated in 1960 and is part of the SAFAL Group. Visit SAFAL Group’s website www.safalgroup.com to find out more.

The SAFAL Group is Africa’s largest producer of steel roofing and one of the world’s two largest providers of Aluminium-Zinc (ZincAL) coated steel.

ABOUT MZUMBE UNIVERSITYStarting as a local government school and then transforming into the Institute of Development Management and later into a fully-fledged university, Mzumbe University has a history of over 50 years experience in the administration of justice, business management, public administration, accountancy, finance, political science and good governance. Training and research is one of the most important mandates stipulated by the Mzumbe University Charter.

The university is committed to providing knowledge that truly prepares its graduates to face the challenges of the business world.

THE CHALLENGEFor the last 50 years, ALAF has been providing the highest quality standards in the roofing sheet industry. The company owns many of Tanzania’s most loved and trusted steel roofing brands.

During the last decade, the economies of East Africa, including Tanzania, have been witnessing an influx of foreign traders and importers that possess no integrated manufacturing stake and value-added investment in the country. The latter companies can offer lower prices since they are willing to accept compromises in the quality delivered. The consumer is not always informed that the lower prices are justified by a lower value proposition.

It’s ALAF job to communicate the long-term advantage of buying a quality oriented mabati.

Our mabati is way cheaper than

ALAF’s and it’s the same quality

I have something like SIMBA DUMU

but cheaper.I buy SIMBA DUMU. What

can you offer?

There is no company that can challenge the quality provided by ALAF. The

competition uses ALAF’s brand names as generic product names. The only

reason why the competition can offer more for less is due to the inferior

quality of their products.

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Enzo I need to hire a couple of amazing salespeople and I need to train the entire sales

department

I’ll make you proud Bhavesh!

Enzo Graziano delivered a training session that included role-play games, body language training sessions and strategic discussions with senior management.

TRAINING THE PROS

SALES TRAINING SESSION DELIVERED IN ALAF BOARDROOM

Mr. P. G. Kishore, Business Head - Roofings, ALAF Limited, discussed the strategy of the company for the year 2016.

STRATEGY PRESENTATION BY MR. KISHORE, BUSINESS HEAD, DURING ALAF TRAINING

The training sessions entailed practical sales exercises that involved ALAF Sales Management and their teams.

TEAM EXERCISE PERFORMED DURING ALAF TRAINING

Body language is one of the most undervalued disciplines in sales. In this picture, Enzo Graziano explains the rules of customer service and body language.

BODY LANGUAGE TRAINING CARRIED OUT IN ALAF BOARDROOM

The training sessions comprised one-on-one coaching sessions with each single sales practitioner and sales manager.

ONE-ON-ONE SALES COACHING SESSIONCARRIED OUT IN ALAF SALES OFFICE

TRAINING THE ROOKIES

Mzumbe University and ALAF Limited sponsored the sales training of 60 graduates selected by Mzumbe University.

SELECTION OF MZUMBE GRADUATES FOR ALAF INTERNSHIP

The sales training session was attended by 60 graduates and the following corporate recruiters: Barclays Bank, Jubilee Insurance, Unilever Tanzania, Tanzania Breweries and the main sponsor ALAF Limited.

GRADUATE SALES TRAINING AT MZUMBE UNIVERSITY

Farhan Qureshi, Finance Management Specialist from FQureshi Consulting explains the value of sacrifice to succeed in life and business.

MOTIVATIONAL SESSION CARRIED OUT BY FARHAN QURESHI AT MZUMBE UNIVERSITY

The sales training comprised of public speaking exercises and role play games. The aim was to force the students out of their comfort zone.

ROLE PLAY GAMES PERFORMED BY GRADUATES DURING THE SALES TRAINING SESSION

The corporate recruiters collaborated with the trainer to share their views and bring the session closer to the expectations of the private sector.

Q & A SESSION WITH THE CORPORATE RECRUITERS AFTERTHE GRADUATE TRAINING AT MZUMBE UNIVERSITY

SALESINTERNSHIP

Mzumbe University graduates were inducted for two days by ALAF in order to face a sales internship on the road.

STUDENT INDUCTION CARRIED OUTIN ALAF MANUFACTURING PLANT

The students were trained to understand the manufacturing processes that make ALAF products truly great.

ALAF TECHNICIAN TRAINING MZUMBE GRADUATES ON ONE ASPECT OF THE MANUFACTURING PROCESS

After the induction, the students were prepared to face the road assignment. ALAF Manager - Institutional Sales distributed the tasks and territories to cover.

FINAL BRIEFING BETWEEN MZUMBE GRADUATES AND ALAF MANAGEMENT BEFORE THE INTERNSHIP CHALLENGE

The road assignment was the most important part of the training programme. Enzo Graziano spent three days on the road to coach Mzumbe University graduates.

LIVE SALES COACHING SESSION OF ALAFINTERNS IN MBAGALA MARKET, DAR ES SALAAM

THE TEAM

PROF. SHIV THRIPATHIHead of Business Studies Department, Dar-es-Salaam Campus College, Mzumbe University

Prof. Thripathi was the academic lead of the project and offered unrivaled strategic consultancy. Prof. Thripathi also selected the academic staff involvedin the implementation of the programme.

DR. DARLENE MUTALEMWASenior Lecturer, Dar-es-Salaam Campus College, Mzumbe University

Dr. Mutalemwa single-handedly interviewed and selected every student who participated in the training programme. She also met and invited the corporate recruiters who joined the graduates sales training session.

ENZO GRAZIANOSales Coach

Enzo Graziano was the sales coach selected to train both graduates and ALAF sales force. Mr. Graziano followed the graduates during a live “on the road” sales coaching assignment in some of the remotest areas of Dar es Salaam.

P. G. KISHOREBusiness Head - Roofings, ALAF Limited

Mr. Kishore was the main sponsor of this project and believed that a sales coaching programme would equip his team with the skills necessary to face the competition.

BHAVESH CHANDARIAHead of Learning, Training, Development, SAFAL Group

Mr. Chandaria acted as the mastermind of the project. His idea was to develop an unconventional training programme, yet highly effective, that led to the creation of a custom-made sales manual for the entire sales department. Bhavesh intended to address ALAF’s talent and training gaps while developing a professional training programme for the Tanzanian graduates.

THE MASTERMINDTHE SPONSOR

SPECIAL THANKS

FARHAN QURESHIFinancial Specialist

Farhan has 9 years’ experience in Assurance and Financial Management including 5 years spent auditing large, medium and small entities. Farhan’s humble upbringing and personal success made him a great choice to be a motivational speaker for the graduate training session.

60 Graduates Handpicked And Trained;

22 Graduates Coached “On The Road”;

14 Sales Professionals Trained And Coached;

8 Key Distributors Trained – In Arusha;

5 Weeks On The Road;

6 Graduates Found Immediate Employment, And 3 Were Employed By ALAF;

1 Custom-Written Sales Manual;

1 White Paper Written – You Are Reading It!.

RESULTSACHIEVED

THE BIGGERPICTURE

“The current training plan served as an experimental project to develop a larger sales training programme

for the SAFAL Group.”BHAVESH CHANDARIA

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THE BESTIS YET

TO COME

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