SALES MANAGEMENT

WORKING OF A SALES DEPARTMENT

Syed Atif Shakeel | 012107055 | 17-08-2021

Letter of Acknowledgement:

First of all, we students of MBA (E) Syed Atif Shakeel-11524, Fatima Hashmat-
10071, Areeba Khan-17760, Muhammad Hashir-10714, Shehroz Mughal-
9643 & Syed Muhammad Misbah-12123 would like to express our gratitude to
Almighty Allah for enabling us to complete this term project on “Sales
Management”: “Working of a sales department in an organization”.

Successfully completion of any type of project required help from a number of

persons. We have also taken help from different people for the preparation of this
report/project. Now there is a little effort to show my deep gratitude to that helpful
person.

We convey our sincere gratitude to our academic instructors Mr. Tauseef Iqbal
Khan, Iqra University, Karachi. Without his kind direction and proper guidance
this project would have been a little success. In every phase of the project we have
taken guidance from his lectures that he has delivered physically as well as online.
This has helped us a lot and his lectures shaped this report to be completed
perfectly.

PAGE 1
❖ COMPANY INTRODUCTION & ITS BUSINESS MODEL:

• Orient energy systems Pvt Ltd is one of the leading multinational

engineering companies in Pakistan, distributing internationally recognized
power generation & industrial solutions and services.

• Orient Energy Systems Pvt Ltd started its operation in the year 1996,
pursuant to the company’s philosophy, ‘Power for All’, Orient empowers
people and their businesses by bringing them the best global performers of
the field of power generation and industrial solutions.

• OES strength lies in the ability to understand market demand, keeping up

with the changing technological trends, building relationships and offering
solutions, which are the most dependable, efficient, cost effective, and
exceeding client expectations.

• OES diverse client-base ranges from household consumers, government

bodies, local industries and multinational giants, have displaying OES
capability and the power of the brands that OES represent.

• The term business model refers to a company’s plan for making a profit. It
identifies the products or services the business plan to sell, its identified
target market, and any anticipated expense.

• A business model is a high-level plan for profitably operating a business in

a specific market plan. A primary component of the business model is the
value proposition. This is a description of the goods or services that a
company offers and why they are desirable to customers or clients, ideally
stated in a way that differentiates the products or services from its
competitors.

PAGE 2
• MISSION:

✓ To become the market leader and the most dependable power and
industrial engineering solution provider in the regions OES serve.
✓ To supply globally recognized and high performing equipment that is
baked by paramount engineering and product support.

✓ To deliver bet values to the customers, OES principals and OES people
while adhering to the highest standards of business conduct.

✓ To strengthen corporate governance and aim at sustainable growth to

enhance corporate values for all stakeholders.

• VISION:

✓ OES Vision is to enable industrial provision of the foremost reliable

technologically advanced, efficient and environment friendly
engineering products and services to the customer at an unmatched
value.

• VALUES:

✓ Excellence and professionalism in OES business practices and core

activities.
✓ Cohesiveness and integrity between OES values and business goals.
✓ Respect & prosperity for all stakeholders.
✓ Ethics and compliance. Obey the law everywhere.

• OES is representing the world’s best and most renowned brands with a
highly professional and knowledgeable tea, one of the key element of OES
business is establishing long-lasting relationships with their clients.

PAGE 3
❖ BRANDS PORTFOLIO AND LEADING CATEGORIES IN
TERMS OF MARKET SHARE:

• The brand portfolio refers to an umbrella under with all the brands of OES
functions to serve the needs of different market segments.
• Orient Energy Systems Pvt Ltd is representing the world’s best and most
renowned brands with a highly professional and knowledgeable team.
• Brands which OES is representing are as under;

❖ DIESEL GENSETS & DIESEL ENGINES:

✓ Cummins Engine Business Unit (EBU)
✓ Cummins Power Generation (CPG)

❖ GAS GENSETS:
✓ INNIO Jenbacher
✓ INNIO Waukesha

❖ HVACR:
✓ Absorption Chillers-Shaungliang
✓ Electric Chillers mud AHUs-DB
✓ Cooling Towers- Mesan
✓ Boiler-Erensan

❖ COAL POWER:
✓ EPC Coal Power Solution.

❖ CONSTRUCION MACHINES & MATERIAL HANDLING:

✓ Machine and cranes.
✓ Forklift Trucks-Hangcha.
✓ Road Maintenance Trucks.

❖ WIND POWER:
✓ Siemens Gamesa Renewable Energy.

❖ SOLAR POWER:
✓ EPC Solar Solution.
✓ Grid Tied Solar.
✓ Submersible Solar Pumps.

PAGE 4
❖ NITROGEN OXYGEN GENERATORS:
✓ INMATEC-Germany.

❖ PUMPS:
✓ Grundfos
✓ Viking pumps.
✓ Pump works.

❖ LUBE OIL:
✓ Valvoline Gas engine oil.
✓ Valvoline Diesel engine oil.

❖ HFO/Duel Fuel:
✓ Hyundai.

❖ FIRE & SECURITY:

✓ Security-Miscellaneous
✓ Fire –

❖ COMPRESSORS:
✓ Ingersoll Rand.

❖ TRANSMISSION & DISTRIBUTION:

✓ EPC Transmission & distribution.

• Orient Energy Systems Pvt Ltd is a turnkey solution provider of power

generation, including project management and cost effective operational
services. OES offer complete preventive, predictive, corrective, and
situational maintenances with depth of knowledge, expertise, and quality
commitments.
• The leading categories with respect to market share are as under;

❖ CUMMINS ENGINE BUSINESS UNIT:

• Client, efficient and durable; Cummins engines are found in all kinds of
pumps, boats, drilling equipments, vehicles, and gensets. Every Cummins
engine is backed by Cummins genuine parts and service providing total
customer support from over 5,500 worldwide locations 24/7. It is the only

PAGE 5
 engine manufacturer with a single integrated system that encompasses
critical sub-systems from air intake to exhaust after treatment.

• Being a higher energy density fuel, diesel proves to be extremely efficient

and cost-effective. Diesel engines are used in industrial operations, oil &
gas applications, and marine equipments as well as for gensets and
automotive industry.

• Clients have their own preferences when it comes to fuel and OES make
sure that it caters to the needs of all customers.
• Working on this principal, OES has joined hands with Cummins diesel
engines and is no now the authorized sole distributor all over Pakistan.

• Cummins range of products spans from 31 to 3500hps. Powering

everything from lawn tractors to mammoth haul trucks.

• In whichever industry a person is, Cummins is almost there. Mining,

automotive, agriculture, construction, oil & gas, railways, oil rags, boats,
even tanks and other military applications are all powered by Cummins
Engines.

PAGE 6
❖ CUMMINS POWER GENERATION (CPG):
• In 1919, with barking from banker William G. Irwin, Clessie Cummins
founded the Cummins engine company in Columbus, Ind. Together, the
two men built a company that was one of the first to take advantage of the
grounded breaking technology developed by German engineer Rudolf
Diesel in the late 1800s.

• Today, Cummins is a multinational fortune 500 company with 58,600

employees, approximately, 7,500 dealer locations in more than 190
countries and territories, serving customers worldwide in the areas of
engines, power generation, components and distribution.

• The engine segment designs and manufacturers state of the-art diesel and
natural gas powered engines for on-highway and off-highway use. The
business also offers new parts and remanufactured parts and engines.

• The power systems segment is a global provider of high speed-horsepower

engines and power generation equipments, including standby and prime
power generators sets, alternators, switch gears and other components.

• Power systems offers engines, power generation systems, components and

services, and alternative-fuel electrical generators for use in residential
standby, commercial industrial mining, marine rail, oil and gas, defense,
data centers, telecom and health care applications and industries.

PAGE 7
❖ INNIO JENBACHER:

• INNIO gas engine division is one of the world’s leading manufacturers of

gas-fielded reciprocating engines, packaged generator sets and cogeneration
units of power generation.

• In Pakistan, the genets range in power from 0.25 MW to 4.4 MW which

can be run either on natural gas or a variety of other gases such as biogas,
landfill gas, coal mine gas, sewage gas and combustible industrial waste
gases.

• Patented combustion systems, engine controls and monitoring enable its

power generation plants to meet the emission standard whilst offering high
levels of efficiency, durability and reliability.

• With more than 50 years of experience in gas genset manufacturing,

Jenbacher offers world leading technical support for each of its product.

• Jenbacher furnish onsite, power, head and cooling for a variety of

commercial, industrial and municipal applications-particularly renewable
and waste-to-energy, industrial power generation and co-generation/CHP
(Combine heat and power), and on field power generation. More than
48,000 Jenbacher gas engines have been delivered in 100%-plus countries.

PAGE 8
❖ INNIO WAUKESHA:

• Waukesha engines are hard at work powering the world’s energy

infrastructure-driving compressors in gas-gathering, processing and
transmission operations and providing electrical power for industries,
rugged oil and gas fields in remote corners of the globe.

• Meeting the needs of today’s energy-hungry world with clean efficient

power requires knowledgeable, trustworthy partners at every point along
the energy supply chain.

• INNIO Waukesha gas engines business is a recognized leader in the

industry for;
1. Specially designed for high ambient conditions.
2. Reliable, rugged and high endurance.
3. Fuel flexibility.
4. State of the art-low emissions.
5. Improved thermal efficiency.
6. Low life cycle cost.
7. Extended maintenance intervals.
8. Manufacturer’s warranty.

PAGE 9
❖ SOLAR POWER:

• Orient Energy Systems (Pvt) Ltd, provided complete EPC (Engineering,

procurement and construction) turnkey solutions ranging from project sizes
of 100 KW and beyond for industrial and commercial sectors. OES
specialize in grid-tied solutions which serves customer from high electricity
rates especially during peak hours. OES dedicated team has a vast project
experience of more than 6 years in solar sector. OES vision is a cleaner,
greener & sustainable Pakistan.

• OES provide the best solar systems keeping in view the customer
satisfaction, economic benefit, cost effective and innovative solutions, and
long-term environmental effects.

• OES strength lies in ability to understand market demands, keeping up with

the changing technological trends, building relationships and offering
solutions, which are most dependable and feasible.

• Orient Energy Systems Pvt Ltd is partnered with leading global

corporations in renewable energy.

1. SMA solar technology (Germany).

2. Sun-grow solar inverters (China).
3. Jinko solar PV modulus (USA).
4. Sun-power solar PV modulus (USA).
5. Outback power (USA).
6. Trina solar PV modulus (China).

PAGE 10
❖ PUMPS GRUNDFOS:

• Grundfos is one of the world’s leading pump manufacturers and a

trendsetter in water technology. Founded in 1945 in Bjerringbro, a small
town in Denmark, Grundfos has expended its production to over 40
countries. Today Grundfos is represented by 19,000 employees in more
than 80 companies in over 50 countries worldwide. In addition, Grundfos
has a strong local presence through its distribution.

• Grundfos has further strengthened its offerings with Grundfos

iSOLUTION, a holistic approach to creating the most intelligent solution
for its customers, based on unique demands.

• Additional products such as BioBooster and life link help provide safe and
clean drinking water in even the most remote areas.

• Grundfos pumps and solutions are some of the most advanced and
innovative in the business.

• Grundfos has been the pioneer of pump technology and manufacturing

techniques that have been later adopted by other pump manufacturers.

PAGE 11
❖ LUBE OIL:
❖ VALVOLINE GAS ENGINE OIL:

• Valvoline helps deliver dependable power with solutions that maximize the
productivity, reduce downtime and improve maintenance for power
generation applications. Put industry leading innovation and engine
expertise to work for your power operation with Valvoline.

• In Pakistan, Valvoline is exclusively represented by Orient Energy Systems

Pvt Ltd. Orient is a leading multinational company providing a wide range
of clientele with break through solutions and critical new technologies
adding tangible values to the processes in a wide range of sectors and
applications.

PAGE 12
❖ VALVOLINE DIESEL ENGINE OIL:

• Serving more than 100 countries around the globe, Valvoline is a leading
marketer, distributor and producer of quality branded automotive and
industrial products and services.

• Products include automotive lubricants; transmission fluids; gear oils;

hydraulic; automotive chemicals; specialty products; greases and cooling
system products.

• Uniquely formulated heavy duty engine oil to enhanced lubricants

performance in a wide range of Cummins diesel engines.

• Premium Blue 7800 is an exclusively recommended and endorsed by

Cummins and specially designed to support longer chain intervals in heavy
duty applications.

• The advanced product technology can help to maximize engine

performance and durability and consequently can help reduce maintenance
costs.

PAGE 13
❖ SALES TEAM HIERARCHY:

• Basically OES is representing a lot of principles and is covering all the

segments whether it is industrial, household, defense sector clients etc.
Every segment has its own direct sales teams, product support, and
hierarchy styles. Basically here we would be focusing on the product
support department (Jenbacher, Waukesha and Cummins) (After-Market
Sales & Marketing) and its hierarchy style. The product support department
includes spares, consumables, and service selling. More focus would be on
the Cummins diesel segment as we are currently serving the same
organization.

• Product support department is the backbone of OES as it generates a very

handsome and profitable amount of business.

• The management of OES has designed its product support department in

such a way, so as to provide the best customer support that is needed to
attain the highest level of customer satisfaction.

• Orient recognizes the expectations of customers; therefore, they are more

focused on delivering 24/7 support. OES guess is mainly dependent upon
OES ability to support their customers.

• OES after sales specialists are continuously in touch with customers for
business guidance. OES spare parts ensure maximum service life and
reliability of customer’s equipment while OES operation & maintenance is
a complete plant management package with cost effectiveness.

• OES service & after-market sales teams comprising of trained engineers

and PSSRs; regularly visits the customers in order to ensure that the
customer’s machine works smoothly.

• For almost 16 years, Orient has had a successful experience in power

generation services and spares parts sales. OES hold excellent relationship
with clients and they aim to consistently provide their customers quick
serving through pro-active sales team, reliable service, parts back-up and
technical expertise.

PAGE 14
• OES integrated customer support functions ensure that they offer excellent
customer service and meet customer satisfaction levels. OES product
support also includes’

1. Field services (Scheduled and unscheduled maintenances).

2. Workshop services (overhauling and repairing).
3. Specialized services (commissioning & consultancy).

• OES dedicated after sales market specialists are available 24/7 for
customers support not only in words but in true spirit. OES sales team
comprises of market specialists. They closely work with customers and this
is the key of OES customers’ business knowledge.

❖ Features:
✓ After sales team with a friendly attitude.
✓ Always striving for building customer relationship.
✓ Proactive sales strategy to meet on time customer demands of parts and
services.
• Hierarchy style of the product support department is as under;

PAGE 15
 ❖ HEIRARCHY:
Director Product
Support

General Manager
Product Support

Product Support Gas Product Support

Segment Diesel Segment

RSM INNIO RSM INNIO RSM Cummins Diesel

Jenbacher Waukesha

Sales Sales Sales

Managers/Assistant Managers/Assistant Managers/Assistant
Managers/Executives/ Managers/Executives/ Managers/Executives/
Coordinators. Coordinators. Coordinators.

PAGE 16
❖ SALES PLANNING AND FORECASTING MECHANISM:

• Sales forecasting is the process of estimating future revenue by predicting

the amount of product or services a sales unit (which can be an individual
sales person, a sales team or a company) will sell in the next week, month,
quarter, or year.
• Sales planning is the process of organizing activities that are mandatory to
achieve business goals. A sales plan contains a strategic document that
figures out the business targets and several resources.

• Planning is an elementary quality of intelligent behavior. Sales planning is

an essential element in the management process. Sales planning is an
effective method that involves sales forecasting, demand management,
setting profit-based sales targets, and the written execution steps of a sales
plan.
• In OES, the product support department plan the sales on annual basis and
automatically it is converted into quarterly basis and eventually on monthly
basis. “How many predictive/preventive maintenances a customer would be
having as per the engine running hours”.

• OES, product support department, where the products are generators (Gas
& Diesel) the sales forecasting is based on the maintenance intervals same
as the maintenance of our personal cars at 5000 hours (oil and filters
change). When taking about the diesel segment, there are different
customers with different nature of work. Some industries are utilizing the
gensets on prime basis if there is poor or no KE connectivity.

• In the diesel segment, most of the gensets are standby and don’t have much
running.

• Therefore, the maintenance of the diesel generators is based on

maintenance intervals as per the engine running hours or the time period
and as per the OES recommendations. The no of hours or the time duration
indicates the type of maintenance that the customer would be going for
/having/planning in future.

• Usually the general maintenance recommendation is 250 hours or 6 months

(whichever comes first). The aftermarket sales team ensures that their

PAGE 17
 customers should perform the recommended maintenances keeping in mind
the actual running hours of the engine.

• Maintenance intervals of the diesel engines are as under;

✓ 250 Hours-Routine maintenance (oil + filters change except air filter)).
✓ 500 Hours-Routine maintenance (oil+ Filters change).
✓ 1500 Hours maintenance (Tappet + routine maintenance).
✓ 6000 Hours maintenance (Turbocharger, injector, fuel calibration, belts
etc.)
✓ 10,000 Hours maintenance (complete overhauling).

• The customers are timely updated regarding future/up-coming

maintenances. After-market sales team regularly visit and remind their
customers if the maintenance is close or the running hours are reaching the
desired time. Once the customer gives approval via email regarding the
specific maintenance, the service team performs the desired job and sales is
generated accordingly.

PAGE 18
❖ SALES IMPLEMENTATION:

• Sales person implementation of sales strategy on sales performance. Sales

people implement sales strategy by segmenting customers, prioritizing
among customers based on their potential value to the firm, and using
selling approaches that are aligned with customer’s needs.

• In OES, the customer segmentation is done on the basis different industrial

segments. There are many industrial segments in Pakistan but we would be
talking about the south region segments. In Karachi, the OES parts teams
are looking after the south region. In south region the industrial segments
are as under;

✓ Sindh Industrial Trading Estate (SITE)

✓ Landhi Industrial Area
✓ EPZ (Export processing Zone)
✓ Federal B Industrial Area
✓ North Karachi Industrial Area
✓ Port Qasim Authority
✓ Nooriabad Industrial Estate
✓ Hub, Baluchistan Lesbella
✓ Hyderabad
✓ Gwadar
✓ Bin Qasim Industrial Area

❖ INDUSTRIAL PARKS:
✓ Bin Qasim Industrial Park
✓ Federal B Industrial Zone
✓ Karachi Export Processing Zone
✓ Korangi Creek Industrial Park
✓ Korangi Industrial Area
✓ North Karachi Industrial Area
✓ Pakistan Textile City
✓ SITE Industrial Area
✓ West Warf Industrial Area
✓ Memon Industrial Park

PAGE 19
• The sales team of after-market sales (Diesel) comprises of 6 PSSR’s
(Product support sales representatives) and all the above mentioned
territories are distributed among them. Each sale person is responsible for
managing the allotted territory. No chances of duplication of efforts.

• Customer are segmented and prioritized on the basis of their potential.

Customer would be considered as a potential customer due to the following
reasons.

1. Having large population of diesel or gas engines installed in their

premises. For example, SAPT, KICT, PIBT, KPT, QICTL, Pakistan
Navy etc. etc.

2. Customers having a genset of huge rating like 2250 KVA and 3350
KVA. For Example; The Searle Company, Lucky One Mall etc.

3. Customers that have multiple engines of different ratings and are

purchasing Valvoline engine oil from Orient Energy Systems Pvt Ltd.
For Example; BYCO Petroleum Pakistan Limited.

• Non Potential Customers would be small scale industries which have

gensets of small ratings and are usually not conscious about the
preventive maintenances or are oriented towards the local markets for an
alternative solution. Such customers are very much concerned about the
prices and usually perform only 1 maintenance out of the 2 basic routine
maintenances in a year.

PAGE 20
❖ RECRUITMENT, SELECTION AND TRAINING OF SALES
TEAM:
❖ RECRUITMENT & SELECTION:

• Due to the critical importance of recruiting, sales managers at OES

(Product Support Dep) have an effective way/system for finding and
selecting sales personnel. To ensure that the new recruits have the
aptitude necessary to be successful in ‘OES After-Market Sales &
Marketing’ job, sales managers follow the following steps while
recruiting new individuals.

1. Job analysis
2. Preparing job description
3. Sales qualification identification
4. Type of sales person (past sales experience)
5. Evaluation process

• Selecting applicants is an extremely important and challenging task for

the sales manager. The salespeople process at OES product support
department involves choosing the best candidate for the job.

• Usually in OES product support department, the candidates go through

in-depth interviewing from the regional sales manager or the AGM and
after that the GM product support conduct the same. Final approval is
given by the director product support. After that follow-up interviewing
& making final selection.

• Once all the steps have been completed in the selection process, the
company reviews everything known about a particular applicant,
gathered from screening, reference checking, interviews, and tests. Goals
and ambitions of the candidate is matched with present & future
opportunities offered by the company. The company usually emphasizes
over the qualified candidates & experienced as well.

❖ TRAINING OF SALES TEAM:

• Once the process of recruitment & selection is completed, the new

salesperson must be integrated into the sales team. After that formal

PAGE 21
 introduction of the recruit to company’s practices, procedures, and
philosophy as well as the social asper of the job.

• After few days the sales personnel at OES product support department
(Diesel) is introduced to the training phase. Without training, the one is
not capable to explore the market and interact with different customers
while they would be on field.

• Cummins offers a vast online training course on its website ‘Quick Serve’
where detailed knowledge of each and every product is available
including the CRM course.

• Overall a training of 3 months is carried out and after that a test is carried
out in order to know that the individual is ready or not for the market.

• The Cummins parts professional series is a great way to increase product

knowledge and parts sales.

• Being sharp and up to date on what’s happening within the Cummins

parts network, and how changes and updates affect services, helps PSSR
to be the parts professional that customers ask for technicians rely on.

“The more you know… the better off you will be …both professionally and
financially”

PAGE 22
❖ COMPENSATION PRACTICES IN GENERAL FOR
DIRECT SALES FORCE TEAM:

• 3 basic types of compensation plans: salary commission, and

combination (salary + commission). Most companies favored the
combination plan so as Orient Energy Systems Pvt Ltd product
support department.

• Any discussion with sales executive would bring forth a consensus

that compensation is the most important element in a program for the
management and motivation of a field sales force. It can also be the
most complex.

• OES has brilliant compensation practices for the direct as well as in-
direct sales force in terms of several benefits that are;

✓ Market competitive salary

✓ Commission or incentive on quarterly basis.
✓ Travelling vouchers
✓ Appreciation cash rewards for the best salesman of the year
✓ Health/life insurance
✓ Maternity benefits
✓ Advance incentive and salary benefits
✓ Employee loans
✓ Medical benefits
✓ Vehicle allowances
✓ Petrol cards and several other benefits

• Orient Energy Systems Pvt Ltd works on the combination

compensation practice (salary + incentive) in order to facilitate the
sales representatives in a proper and professional way. Fair market pay
has tremendous impact on attracting, motivating, and retaining top
talent, and the switching cost for reps to move to the company’s
competitor is very low.

• OES has revised the salary packages of sales representatives to a

market competitive one as per the experience and qualification.
Incentives are quarterly based (4 in a year) depending upon cash flows

PAGE 23
 and the financial position of the company. Incentive amount, set by the
OES management is attractive enough to increase the loyalty
parameters of the employees.

• OES management focuses on the employee motivation as motivation is

the driving force for a sales representative. Therefore, they have setup
a cash reward for the best sales personnel of the year so that sales
representatives should work harder to achieve the same.

• To provide the right incentive for growth and success, OES think
strategically for the sales compensation planning and aim to inspire
and empower sales teams to outperform the competition.

• A successful sales compensation plan takes careful consideration and

strategy with a team of key players, OES can easily build a
compensation plan that empowers its sales teams, is tailored to
individual sales roles, benefits each part of organization, and ultimately
helps OES outperform the competition.
“A strong compensation plan should be aligned with company goals,
simple to understand and communicate, and gives sales representatives
and manager target objectives to work hard”.

PAGE 24
❖ CUSTOMER RELATIONSHIP MANAGEMENT AND
CUSTOMER LOYALTY PROGRAM:

• Customer relationship management (CRM) is the combination of

practices, strategies and technologies that companies use to manage
and analyze customer interactions and data throughout the customer
lifecycle.

• The goal is to improve customer service relationships and assist in

customer retention and drive sales growth. CRM systems compile
customer data across different channels, or points of contact, between
the customer and the company, which could include the company's
website, telephone, live chat, direct mail, marketing materials and
social networks. CRM systems can also give customer-facing staff
members detailed information on customers' personal information,
purchase history, buying preferences and concerns.

• OES product support team enjoys very satisfactory relations with the
customers by serving them out of the box. They are always on front-
line when it comes to the customer support.

• Credit limits to the customers are given and providing the best
solutions to their problem is the main objective of OES sales
representatives.

• 100% genuine parts are offered without any mixing and it is ensured
that the customers are fully satisfied with the services. The product
support team is in coordination with the service team which results is
better customer experience. Without service team, maintaining healthy
relations with the customers wouldn’t be possible for OES product
support sales personnel.

• The success of OES lies their ability to support their customers. OES
spare parts ensure maximum service life and reliability to customer’s
equipment.

• Customer interaction is also very necessary in building strong

relationships with the customers. PSSRs regularly visits the customers

PAGE 25
 which helps them to identify the business trends and intimate the
customer regarding the upcoming maintenances.

• OES is representing the world’s best and most renowned brands with
a highly professional and knowledgeable team, one of the key
elements of OES business is establishing long-lasting relationships
with the customers.

• The after-market sales specialists are available 24/7 for customer

support not only in words but in true spirit. They closely work with
the customers and this is the key of OES customer’s business
knowledge.

• The management of OES has designed its product support department

in such a way, so as to provide the best customer support that is
needed to attain the highest level of customer satisfaction.

• Orient recognizes the expectations of customers; therefore, they are

more focused on delivering 24/7 support. OES guess is mainly
dependent upon OES ability to support their customers.

PAGE 26
• A customer loyalty program is a marketing approach that recognizes and
rewards customers who purchase or engage with a brand on a recurring
basis.

• A company may dole out points or perks, and graduate customers to higher
levels of loyalty the more they buy. These incentives and specific benefits
often result in the customer becoming a more regular consumer or the ideal
— a brand promoter.

• OES also works on the customer loyalty and closely monitor the parameters
that are causing problems. OES customers are loyal to a great extent. Their
out of the box support, special discounts, give away and international
conferences result in customer retention and other several benefits that re
mentioned below;

• The benefits of OES customer loyalty programs include:

✓ Better customer retention: Today, OES customers are making purchasing

decisions not just on price, but on shared values, engagement, and their
overall experience of your brand.

• To deliver bet values to the customers, OES principals and OES people
while adhering to the highest standards of business conduct.

✓ More customer referrals: Customers of OES are very much satisfied with
the fast and prompt services of OES. This results in more new customers as
the existing customers prefer OES to their others as well.

✓ Cost efficiency: It’s more cost-effective for OES business to retain happy
customers than it is to consistently churn and acquire new ones.

• The strength of OES lies in their ability to understand market demand,

keeping up with the changing world, building relationships and offering
solutions, which are the most dependable, efficient, cost effective and
exceeding clients expectations.

PAGE 27
❖ CHALLENGES YOU FIND:

• Being the whole sole distributor of Cummins (Gensets and its product
support), product support covers all the parts and consumables, & services
that are necessary for the engine to keep it in good operational condition.

• Product Support: Spares, Coolant, Valvoline Premium Blue Oil 15W40,

filters, services, troubleshooting, MOH etc.

• OES covers a huge population of Cummins gensets but still cannot cover
the full performance as the population of Cummins gensets is beyond
expectations in the industrial regions of Pakistan.

• Major Focus of Orient is to grab new business/ untapped areas and to fully
support the customers by providing them original/genuine parts and
services with attractive warranty.

• Despite of such reputation, it is observed that some of the customers are

attracted towards the local market for the preventive maintenance of their
gensets just because of the price difference which results in some lost
business.

• Local market offers parts and consumable that are not of the same quality
and are manufactured locally within Karachi and few other areas of
Pakistan. Local manufacturers exclude all the standards of manufacturing &
Cummins recommendations.

• Some of the world renowned brands of industrial products like GE

Jenbacher, Cummins, Siemens Gamesa, Ingersoll Rand, Shanghai Electric,
Bosch, Grundfos, Aquamach, SANY etc. have chosen Orient energy
system as their local distributors, partners, agents in Pakistan

• The management at OES has designed its product support department in

such a way, so as to provide the best customer support that is needed to
attain the highest level of customer satisfaction, OES mobile service team
comprising of trained staff; regularly visit all customers in order to ensure

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 that your machines run smoothly and for another requirement we are
always equipped with spare parts and hands-on services support.

• The main issue observed after having feedbacks from different LM

customers was the price difference. Customers are usually price conscious
and this specific period of Corona Virus has also effected them and tend
them to be attracted towards local market.

• Orient is the commercial importer and supplier of Cummins genuine parts,

it’s obvious that the rates of the genuine parts would be on the higher side
and the workmanship of Orient is unmatched.

• Another issue observed was the lack of awareness. Customers are usually
unaware of the products specifications that the OEM recommends. They are
sometimes unaware of the preventive maintenance schedules.

• After-market sales team of Orient is making full efforts to create awareness

about the difference between Orient Energy Systems and local suppliers
and to covert customers from the local market ones to the OEINS.

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❖ RECOMMENDATIONS WITH VALID REASONS:

• Overall the sales department of OES is working very well but there are
always some chances of improvement. Few recommendations are;

• The marketing department of Orient Energy Systems Pvt Ltd should work
more efficiently so as to cope up with the changing world. Customers in
Pakistan are sometimes unaware of the new advancements and innovations
in the engineering products.

• Usually they are following the traditional trends of maintenance.

Brochures and product literature catalogues should be there in order to
build customer awareness regarding the newly launched systems. In short,
marketing activities should be increased a bit more.

• Supply chain of parts should be very much efficient and frequent, and the
inventory should be filled with the running parts/consumables so that the
customer would be getting a one window solution. If there is a shortage of
parts and the lead time would be too long then, automatically the customers
would be looking forward alternatives in the local market. It will disturb the
CRM and customer loyalty as well.

• Commit less and deliver more is an important recommendation for all the
sales representatives as miscommitment would lead to customer deviation
and opening doors for the new or old competitors.

• Sales incentive should be given on time in order to retain sales people and
to ensure that they are putting the right efforts in the right direction.

• Service team should be conscious while choosing the third party vendors
e.g. Radiator service, alternator rewinding, fuel tank cleaning etc. keeping
in view their expertise and professionalism. If the third party vendors are
not well trained or professional in behavior, they can affect OES
relationship with the customer as the front face is of Orient. Customers
would blame OES if any problem would arise.

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• In a nutshell, OES should work with the same pace so that the customer
loyalty remains constant and OES remain the first customer choice
whenever they would think of their generator maintenance.

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