sitaram reddy

8/3/2019 Sitaram reddy

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CUSTOMER ACQUISITIONCUSTOMER ACQUISITIONSTRATEGY & BUSINESS PLANSTRATEGY & BUSINESS PLAN

Presented by :Presented by : R.SitaramR.Sitaram ReddyReddy

Presented to : Mr.G.VasudevanRegional Head (south)

DCB


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OUTLINEOUTLINE

Win strategyWin strategy The killing strategyThe killing strategy

Customer acquisition processCustomer acquisition process

Sales forecasting for Q1Sales forecasting for Q1 Revenue simulationRevenue simulation

Risk identification & Contingent plansRisk identification & Contingent plans Sales plan for future monthsSales plan for future months ConclusionConclusion

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THE WIN STRATEGYTHE WIN STRATEGY

Why do we need a Win Strategy?Why do we need a Win Strategy?

All successful endeavors start with a sound strategyAll successful endeavors start with a sound strategy Professional sports are rarely won by pure skill Professional sports are rarely won by pure skill

Military battles are rarely won by might alone Military battles are rarely won by might alone

Having a strategy for winning makes us proactive,Having a strategy for winning makes us proactive,not reactivenot reactive

those skilled in war bring the enemy tothose skilled in war bring the enemy to

the field of battle and are not brought therethe field of battle and are not brought thereby him.by him. (Sun Tzu, ART OF WAR)(Sun Tzu, ART OF WAR)

Change the rules of the contest and make the Change the rules of the contest and make thecompetition react to your actionscompetition react to your actions

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Successful Win StrategiesSuccessful Win Strategies

Participation in strategy formulation and evolutionParticipation in strategy formulation and evolutionresults in:results in:

UnderstandingUnderstanding

OwnershipOwnership

Understanding and ownership have great benefits:Understanding and ownership have great benefits: Makes it easy for me to evaluate its actionsMakes it easy for me to evaluate its actions

against the win strategyagainst the win strategy

Creates a highly consistent set of proposalCreates a highly consistent set of proposalproducts (proposal volumes and otherproducts (proposal volumes and otherdocuments)documents)

Raises moraleRaises morale

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WIN STRATEGYWIN STRATEGY

CHANGING REALITYCHANGING REALITY Offer what customer wantsOffer what customer wants Offer what wins!Offer what wins!

Change what the customer wantsChange what the customer wants

Redefine what wins!Redefine what wins!

Bias definition of what customer wantsBias definition of what customer wants Change evaluation priorities away fromChange evaluation priorities away from

competitors offeringscompetitors offerings

Win Strategy endeavors to increase theWin Strategy endeavors to increase theintersection between what we offer andintersection between what we offer andwhat the customer wantswhat the customer wants

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R.Sitaram Reddy


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THE KILLING STRATEGYTHE KILLING STRATEGY

success story should start withsuccess story should start with

WE WILL DO ITWE WILL DO IT

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In the story, the next beautifulIn the story, the next beautiful

scene isscene is

HOW WE WILL DO IT ?HOW WE WILL DO IT ?

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WHOWHO

Driving sales withDriving sales with

segmentationsegmentation

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Answer the most importantAnswer the most important

questionsquestions WhoWho are our best customers?are our best customers?

WhatWhat products and services do they need?products and services do they need?

WhenWhen will they need them?will they need them?

HowHow do they want us to interact with them?do they want us to interact with them?

WhyWhy do they behave the way they do?do they behave the way they do?(some customers resist to meet us cause of their(some customers resist to meet us cause of their

bitter experiences due tobitter experiences due to mismis-- selling)selling)

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RETAIL CUSTOMERRETAIL CUSTOMER

ACQUISITION STRATEGYACQUISITION STRATEGY Smart activities:Smart activities: Data From Various SourcesData From Various Sources

Cold CallingCold Calling

Presentations InPresentations In CorporatesCorporates

Kiosks In Prime Locations ( If Possible)Kiosks In Prime Locations ( If Possible)

Competitive AdvantageCompetitive Advantage

ExhibitionsExhibitions EventsEvents -- ( 6 NRI events are scheduled in( 6 NRI events are scheduled in

MAY & JUNE)MAY & JUNE)

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HNI CUSTOMER ACQUISITIONHNI CUSTOMER ACQUISITION

STRATEGYSTRATEGY Slow poison strategySlow poison strategy

HNI Customers Already With Other Banks &HNI Customers Already With Other Banks &

Broking FirmsBroking Firms Fix Appointment For Personal InteractionFix Appointment For Personal Interaction

Inject Our Product In The Mind Of TheInject Our Product In The Mind Of TheCustomerCustomer

Convince Him To Try Our ProductConvince Him To Try Our Product Gradually Kill The Association That He Has WithGradually Kill The Association That He Has With

Those FirmsThose Firms

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How can we do that ?How can we do that ?

By our Edge ( our means DCB BRAND)By our Edge ( our means DCB BRAND)

By our Tripod model ( customer focus, easilyBy our Tripod model ( customer focus, easilyaccessible product, safe brand)accessible product, safe brand)

By our investment approach ( best of industry)By our investment approach ( best of industry)

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HNI INVESTORSHNI INVESTORS -- READY TOREADY TO

TAKE RISKTAKE RISK Apart From Existing HNIS, Their ReferencesApart From Existing HNIS, Their References Tracking The Data Of Owners Owning AboveTracking The Data Of Owners Owning Above

CC Class CarsClass Cars Tracking Customers Who Are Residing In PoshTracking Customers Who Are Residing In Posh

Areas (Areas ( BanjarahillsBanjarahills , Jubilee Hills.), Jubilee Hills.)

Top Notch People Working For VariousTop Notch People Working For Various

Companies.( CEOS,MDS)Companies.( CEOS,MDS)

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CUSTOMER ACQUISITIONCUSTOMER ACQUISITION

PROCESSPROCESSIf DCB permits me to send letters to my customers inIf DCB permits me to send letters to my customers infirst month once I receive my offer letter, it would befirst month once I receive my offer letter, it would bevery great full. If I do this once I join, it will be delayedvery great full. If I do this once I join, it will be delayedand its difficult to communicate to all personally.and its difficult to communicate to all personally.Once mailing is done, I will call important customersOnce mailing is done, I will call important customers

with who the business is assured. ( for names pl referwith who the business is assured. ( for names pl referexcel sheet named MAY)excel sheet named MAY)This helps me in closing the deal in single call.This helps me in closing the deal in single call.Revenue for the month of may will be thru LifeRevenue for the month of may will be thru Life

insurance and mostly child plans.insurance and mostly child plans.

The revenue simulation for this month is given in theThe revenue simulation for this month is given in theexcel sheet.excel sheet.If any prospect is delayed, a backup plan is formulatedIf any prospect is delayed, a backup plan is formulated

that fulfills the gap if it exists.that fulfills the gap if it exists.

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As mentioned, I have segmented my existingAs mentioned, I have segmented my existingcustomers into 4 segmentscustomers into 4 segments

Business class & landlordsBusiness class & landlords

Premium & privileged working classPremium & privileged working class

Retail customersRetail customers

NRI customersNRI customers

Government BusinessGovernment Business

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Business class & landlordsBusiness class & landlordsBusiness class customers are targeted in first month asBusiness class customers are targeted in first month as

they can take quick decisions when compared to otherthey can take quick decisions when compared to otherclasses like landlords. Since they will be busy withclasses like landlords. Since they will be busy withelections, we need to give them time for decisionelections, we need to give them time for decisionmaking.making.

There may be 10There may be 10--15% chances of visiting a customer15% chances of visiting a customertwice, as they cannot take decisions on their own (ex:twice, as they cannot take decisions on their own (ex:film makers & film stars). As my personal experience, Ifilm makers & film stars). As my personal experience, Ihave seen them depending on third party advisors orhave seen them depending on third party advisors ortheir auditors and the process has to be repeated.their auditors and the process has to be repeated.Landlords will be contacted in June, as they will be freeLandlords will be contacted in June, as they will be free

and can give time. I am very confident that thisand can give time. I am very confident that thissegment will give numbers & value, as I was successfulsegment will give numbers & value, as I was successfulin creating awareness in 7 potential villages around Hyd,in creating awareness in 7 potential villages around Hyd,and I foresee good business from these areas.and I foresee good business from these areas.Revenue generation can be done successfully throughRevenue generation can be done successfully through

life insurance, MF and we can pitch alternate products.life insurance, MF and we can pitch alternate products.R.Sitaram Reddy


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Working classWorking classThese customers are targeted in July and augustThese customers are targeted in July and august

months, as I am expecting some recovery in economy.months, as I am expecting some recovery in economy.When I meet them, they should not complain aboutWhen I meet them, they should not complain abouteconomy and they should be in a position to restarteconomy and they should be in a position to restarttheir investments.their investments.

Alternately, we can start contacting them from day oneAlternately, we can start contacting them from day one(around10 per day) and keep DCB on top of their minds.(around10 per day) and keep DCB on top of their minds.As soon as markets recover and show some positiveAs soon as markets recover and show some positivesigns, we can start pitching our products.signs, we can start pitching our products.

(ex: Mr. Ravi is contacted on may 1(ex: Mr. Ravi is contacted on may 1stst , he is again, he is againcontacted through mail on 1contacted through mail on 1ststweek of June to remindweek of June to remindhim of us and then for every 15 days. This makes DCBhim of us and then for every 15 days. This makes DCBon top of their minds. We can also do birthday,on top of their minds. We can also do birthday,anniversary calling to keep our brand high.anniversary calling to keep our brand high.

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Retail customersRetail customersRetail customers are targeted in consequentRetail customers are targeted in consequent

months.months.As a first step, this can be done by TeleAs a first step, this can be done by Tele-- callingcalling

(if we have provision). As the strike rate will be(if we have provision). As the strike rate will be

less when compared to HNI & business class, weless when compared to HNI & business class, wecan create awareness and then pitch in ourcan create awareness and then pitch in ourproduct. I think this saves time and keeps moralproduct. I think this saves time and keeps moralhigh.high.Alternatively, this can be done by groupAlternatively, this can be done by group

meetingsmeetings -- ex: societies annual meetings, yearlyex: societies annual meetings, yearlygetget--togethers, etc.togethers, etc.Auditors play a great role in routing customers asAuditors play a great role in routing customers as

this segment mainly relies on their decision.this segment mainly relies on their decision.

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NRI customersNRI customersThis segment has 2 subThis segment has 2 sub--classes. First is, priorityclasses. First is, priority

class who are active investors and second,class who are active investors and second,regular class who have limited exposure due toregular class who have limited exposure due tolack of service.lack of service.

We can target this segment with our alternate &We can target this segment with our alternate &structured products. I noticed a recent change instructured products. I noticed a recent change inthis segment, as they are investing in films &this segment, as they are investing in films &television. I think we can pitch our film funds.television. I think we can pitch our film funds.As many of my family members and friends whoAs many of my family members and friends who

are well settled in abroad mainly US, they haveare well settled in abroad mainly US, they haveNRI club memberships. This made me to takeNRI club memberships. This made me to takeactive participation in their activities. Theactive participation in their activities. Theadvantage in being part of these clubs is, we getadvantage in being part of these clubs is, we getto meet new people and new learning's happen.to meet new people and new learning's happen.

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Government businessGovernment business

Once the elections are done & newOnce the elections are done & new govtgovt is in place I can startis in place I can startfocus on bulk FDs and govt. institutions account.focus on bulk FDs and govt. institutions account.

First I can get is CA &FD from Education department as theyFirst I can get is CA &FD from Education department as they

are coming up with new project with yearly budget of nearlyare coming up with new project with yearly budget of nearly1000crs for rural development, as I was working with this1000crs for rural development, as I was working with thisproject as part of my Management research project withproject as part of my Management research project with

ADB(Asian development bank ) & as I know many people inADB(Asian development bank ) & as I know many people ineducation dept its is convenient for me to get their business.education dept its is convenient for me to get their business.

AlsoAlso sarvasarva sikshasiksha abhiyanabhiyan as they get funds for newas they get funds for newacademic year, volume may be few hundredacademic year, volume may be few hundred crorescrores and weand wewill try to get central account which is in BOM and we canwill try to get central account which is in BOM and we candisburse that amount to concerned districts thru RTGS.disburse that amount to concerned districts thru RTGS.

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Government businessGovernment business

As I know many people in finance dept. we can getAs I know many people in finance dept. we can getfunding accounts where we can have good float in CA.funding accounts where we can have good float in CA.

As we have edge over interest rate in market we can getAs we have edge over interest rate in market we can geteasy business, slowly we will spared our approach toeasy business, slowly we will spared our approach toother areas in AP.other areas in AP.

Will try to get main account ofWill try to get main account of seriseri lingampallylingampallymunicipality as they have 40 CR yearly budget, mymunicipality as they have 40 CR yearly budget, my

brother is ex commissioner .brother is ex commissioner .

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Current accounts prospectsCurrent accounts prospects

(few)(few) JagatiJagati publications (publications ( sakshisakshi paper)paper) Bhramani steels, aparna infra,Bhramani steels, aparna infra, suchirsuchir indiaindia etc.etc.

Infrastructure developersInfrastructure developers Govt. sponsored & funded SMEsGovt. sponsored & funded SMEs Foreign companies based in HyderabadForeign companies based in Hyderabad Real estate developersReal estate developers

Film financers & distributorsFilm financers & distributors Builders & contractorsBuilders & contractors Software companiesSoftware companies

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customer deepening strategycustomer deepening strategy To add value on every visit to customerTo add value on every visit to customer To stay in constant touch with customer, to seeTo stay in constant touch with customer, to see

weather the balance in sole account of groupweather the balance in sole account of groupaccounts is declined if so steps to contact themaccounts is declined if so steps to contact themand keep required float in their accounts.and keep required float in their accounts.

To identify the needs of customers & their familyTo identify the needs of customers & their familymembers and pitch in other products to generatemembers and pitch in other products to generaterevenue, never loose hold of them.revenue, never loose hold of them.

To make them feel that we are their for their everyTo make them feel that we are their for their every

need, also do some out of our reach help like anyneed, also do some out of our reach help like anyhelp in govt. or helping in trip to TIRUMALA as myhelp in govt. or helping in trip to TIRUMALA as mybrother is JEO there.brother is JEO there.

To get at least two references from each customerTo get at least two references from each customer

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Other potential business areasOther potential business areasIam working on rural insurance concept & atIam working on rural insurance concept & at

present, all life insurance co's have to do certainpresent, all life insurance co's have to do certainamount of rural insurance.amount of rural insurance.I see great potential in satellite towns aroundI see great potential in satellite towns around

Hyderabad, where we can formulate a strategyHyderabad, where we can formulate a strategyand target them. I think once this elections areand target them. I think once this elections aredone and hoping congress govt. wins, it will bedone and hoping congress govt. wins, it will bevery easy to tap this segment with help of MLAsvery easy to tap this segment with help of MLAs& MPs and my father can help this happen.& MPs and my father can help this happen.

However, the ticket size will be small but if thisHowever, the ticket size will be small but if thisbegins and works, we can use this as contingentbegins and works, we can use this as contingentto generate revenue. We can deploy a resource,to generate revenue. We can deploy a resource,who will go around to collect forms.(we canwho will go around to collect forms.(we candiscuss more)discuss more)

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Other potential business areasOther potential business areas

There are segment of people who give businessThere are segment of people who give businesswith influence. As I said, my fatherwith influence. As I said, my father--inin--law islaw isdirector in state education dept., we can reach alldirector in state education dept., we can reach allcorporate schools in our state. And, I see greatcorporate schools in our state. And, I see greatgoldmine is with them as they are minting money.(goldmine is with them as they are minting money.(we can use this occasionally in trouble times. Ifwe can use this occasionally in trouble times. Ifyou want me to focus more on this, I will formulateyou want me to focus more on this, I will formulatea plan and target them.)a plan and target them.)

I know people from other parts of our country andI know people from other parts of our country andonce I get hold of market in Hyderabad, I canonce I get hold of market in Hyderabad, I canexpand my reach to Bangalore in particular.expand my reach to Bangalore in particular.

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Sales forecasting for Q1Sales forecasting for Q1With the above mentioned process, I am confident thatWith the above mentioned process, I am confident that

I can achieve targeted sales.I can achieve targeted sales.MayMay HNI & business class. I can get above 3 lacsHNI & business class. I can get above 3 lacs

revenue from insurance . I can pitch in some MFrevenue from insurance . I can pitch in some MFbut people many not agree due to economicbut people many not agree due to economic

conditions , however will still push.conditions , however will still push.JuneJune landlords around Hyderabad. As they are newlandlords around Hyderabad. As they are new

investors, I can generate more revenueinvestors, I can generate more revenue thru MF &thru MF &insurance. There are customersinsurance. There are customers who have insurancewho have insurance(taken due to obligation),(taken due to obligation), wherewhere we can pitch ourwe can pitch ouralternate products &alternate products & direct equity.direct equity.

JulyJuly -- I think even in July, I will focus on landlords &I think even in July, I will focus on landlords &business class as there will be more active withbusiness class as there will be more active withawareness about HDFC and strong references.awareness about HDFC and strong references.

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I am confident that I will achieve my target revenue byI am confident that I will achieve my target revenue bydelivering value to customers.delivering value to customers.I will not follow the traditional value delivery processI will not follow the traditional value delivery process

where we make product & sell product.where we make product & sell product.Rather I follow value creation and delivery sequence :Rather I follow value creation and delivery sequence :

yy choose the valuechoose the valueyy Provide the valueProvide the valueyy Communicate the valueCommunicate the value

Focusing mainly on acquisition process I will keepFocusing mainly on acquisition process I will keepenough time on :enough time on :yy Market sensingMarket sensing wts happening in market and how dowts happening in market and how do

they react and should I change my strategy, etcthey react and should I change my strategy, etcyy Customer relationship managementCustomer relationship management this is core for anythis is core for any

value chain in and especially in revenue generation, wevalue chain in and especially in revenue generation, we

should be in constant touch with customer as we dontshould be in constant touch with customer as we dontknow who will take them away as I do from others,know who will take them away as I do from others, IIbelieve loosing a customer in my portfolio is my inbelieve loosing a customer in my portfolio is my inefficiency, so I will never let it happen.efficiency, so I will never let it happen.

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New offering realization : realizingNew offering realization : realizing wtswts offeredofferedto customer is received or not, I believe in ato customer is received or not, I believe in aapproach which should make the customer soapproach which should make the customer soenthusiastic that he should introduce at least 3enthusiastic that he should introduce at least 3more customers.more customers. This motivates me a lot.This motivates me a lot.

Fulfillment management: to check constantFulfillment management: to check constant

weather a customer is fulfilled in all parameters,weather a customer is fulfilled in all parameters,to check weather he needs any help out ofto check weather he needs any help out ofbusiness line any political etc,business line any political etc,. This is main. This is mainreason why I have strong HNI base evenreason why I have strong HNI base eventodaytoday

All these are possible only by intensiveAll these are possible only by intensiveplanning and It worked to me sinceplanning and It worked to me sincebeginning of my career that correct planningbeginning of my career that correct planningwill keep your sprits high and you can reachwill keep your sprits high and you can reach

heights.heights.R.Sitaram Reddy


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REVENUE SIMULATIONREVENUE SIMULATION

Total 140 customers are targeted in MAY(listTotal 140 customers are targeted in MAY(listattached 100 + 40 contingent) which come toattached 100 + 40 contingent) which come toaround 7 customers per day with 20 working daysaround 7 customers per day with 20 working dayswhich is easily achievable.which is easily achievable.

If a revenue range from 5000 to 10000 isIf a revenue range from 5000 to 10000 isgenerated from 100 customers as per simulationgenerated from 100 customers as per simulationwe get rs:748561(values may change, excel sheetwe get rs:748561(values may change, excel sheetattached).attached).

I have taken 5K to 10 K only for illustration andI have taken 5K to 10 K only for illustration andcan even generate more from one customer mycan even generate more from one customer mybenchmark is 2.5 lacs.benchmark is 2.5 lacs.

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If probabilities are assigned to total revenue:If probabilities are assigned to total revenue:

I am confident of achieving 100% revenue. I havenI am confident of achieving 100% revenue. I havengiven probabilities only for illustration and forgiven probabilities only for illustration and forhaving control on revenue generation. For anyhaving control on revenue generation. For anychange, the rest 40 customers will be contingentchange, the rest 40 customers will be contingent

and they give a revenue of Rs:283949 (5Kand they give a revenue of Rs:283949 (5K--10K).10K).

If there is any GAP in revenue from 100 customers,If there is any GAP in revenue from 100 customers,we can take 50% probability from contingent planwe can take 50% probability from contingent planand bridge that GAP.and bridge that GAP.

80% 598848

60% 449136

50% 374280

40% 299424

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Risk identification &Risk identification &

contingent planscontingent plans Risk identification :Risk identification : To ensure control of what we are doing and to think theTo ensure control of what we are doing and to think the

other side of coin and be ready to accept the uncertainty,other side of coin and be ready to accept the uncertainty,I believe that accepting risk is better than avoiding as ifI believe that accepting risk is better than avoiding as if

we accept once we can prevent its re occurrence.we accept once we can prevent its re occurrence.

To formulate risk mitigation plans at early stage so thatTo formulate risk mitigation plans at early stage so thatthe entire month should not effect, ex: markets arethe entire month should not effect, ex: markets arecrashing and people are scary to invest , in this case ascrashing and people are scary to invest , in this case as

said earlier we can use rural insurance to achieve targets.said earlier we can use rural insurance to achieve targets.

Analyzing the impact is a big task , however we cannotAnalyzing the impact is a big task , however we cannotmeasure the magnitude unless it happens , still to staymeasure the magnitude unless it happens , still to stayvigil and overcome it and be bold.vigil and overcome it and be bold.

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Contingent plansContingent plans

As we know in spite of all preventiveAs we know in spite of all preventivemeasures taken risk can occur in many ways,measures taken risk can occur in many ways,to overcome that we need contingent plans.to overcome that we need contingent plans.Ex: a new company had approached yourEx: a new company had approached your

prospective customer and he is ready to go toprospective customer and he is ready to go tohim, you have to plan in such a way that youhim, you have to plan in such a way that youshould over come it and get that sale, youshould over come it and get that sale, youshould reach a person who can influence theshould reach a person who can influence theprospective customer and you get the sale.prospective customer and you get the sale.

Some risks can occur in service delivery, weSome risks can occur in service delivery, wehad to keep a contingent plan ready ashad to keep a contingent plan ready ascustomer should not loose trust on us,customer should not loose trust on us, as Ias Ibelieve 80% of business is done onbelieve 80% of business is done ontrust.trust.

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Future business plansFuture business plans

Now as you have an idea how I will achieve my Q1Now as you have an idea how I will achieve my Q1revenue , for rest quarters I will get somerevenue , for rest quarters I will get someexperience in terms of products and howexperience in terms of products and howcustomers are receiving it and I can do muchcustomers are receiving it and I can do muchbetter in coming quarters.better in coming quarters.

I will continue exploring new ideas and newI will continue exploring new ideas and newmarkets .markets . Its my dream to create a newIts my dream to create a newmarket, I will make it soon.market, I will make it soon.

If company agrees we can slowly penetrate intoIf company agrees we can slowly penetrate intoother potential regions in AP with base in hyd.other potential regions in AP with base in hyd.

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conclusionconclusion

I am confident that your motivation in singleI am confident that your motivation in singlemeeting had made me think big and refueled mymeeting had made me think big and refueled mypassion for business. And also confident that I canpassion for business. And also confident that I canachieve my targets by expanding my reach toachieve my targets by expanding my reach todifferent segments and different areas to achievedifferent segments and different areas to achievebusiness.business.

I will be a front runner rather than super achiever.I will be a front runner rather than super achiever.(I always prefer to be second as I can stay(I always prefer to be second as I can stay

hungry to become first)hungry to become first)

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This drives my passionThis drives my passion

Excellence has always beenExcellence has always been

achieved by those who dare toachieved by those who dare tobelieve that something insidebelieve that something inside

them is superior to thethem is superior to the

circumstances.circumstances.

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Thank you !Thank you !

R.Sitaram Reddy

sitaram reddy

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