EXPERT MECHANICS CHOOSE SHELL

ADVANCE ULTRA

Shell Advance Trade

Influencer Selling Story and
Guide

Shell 1
SUMMARY

◼ Summary of Trade Influencer Program

◼ Expert Mechanics Choose Shell Advance Ultra

◼ Key Messages To Use With Trade Influencers

◼ Sales Support Tools

Shell 2
 REMINDER: OBJECTIVE IS TO INCREASE TRADE INFLUENCER
RECOMMENDATION FOR SHELL ADVANCE

◼ Trade influencers are driving consumer choice

through recommendation
◼ Trade influencer research reports that globally on average
70% of mechanics, shop owners and clerks are making
recommendations1
◼ Consumer research reports that recommendations at
SALES REPS

#1
workshops and retail shops drive over a global average
of 50% of purchases2

◼ Trade Influencers will recommend a brand they

INFORMATION
feel knowledgeable about SOURCE FOR OIL

◼ The trade’s #1 source for information about oil

are distributor and manufacturer sales
representatives
1Base: USA - AR USA - IWS USA - QL USA - FWS China - IWS China - FWS Russia - AR Russia - IWS Russia - FWS Brazil - RF Brazil -
IWS Indo - IWS Indo - FWS India - IWS India - FWS
2Base: Indonesia (1000), Thailand (376), Turkey (751), Russia (2250), Brazil (1000), Egypt (750), Germany (750), Malaysia 3
(778), South Africa (750), India (381), China (2520), Argentina (752), Colombia (751), USA (1350), Canada (750)
 IMPROVING F2F SALES SUPPORT TOOLS WITH SELLING
STORIES: EXPERT MECHANICS CHOOSE SHELL ADVANCE

◼ DSR sales support: “Expert Mechanics Choose Shell Advance”

◼ Why Selling Stories?

◼ Good stories cut through information overload;

◼ Personal stories feel “real” vs abstract concepts, statistics, or
logical arguments;
◼ Stories capture people on an emotional level, creating a deeper,
intimate bond.;
◼ Stories are memorable. People forget facts but remember stories.

◼ Why Experts?

◼ Trade influencers more likely to recommend Shell if product is highly

regarded by “The Experts.”
◼ Products recommended by and good for experts, are considered
good for the general road user too.
◼ On average, consumers take 3 of 4 recommendations for oil.
4
 GLOBAL F2F FRAMEWORK: STRUCTURE + TOOLS

1. INVITE 2. INFORM (Educate) 3. INCENT

Identify key trade influencers to Build a relationship & educate Create loyalty, anticipation and
engage with and organize call trade influencers by sharing excitement. DSRs should
plan. product stories with specialized reward trade influencers with a
trade influencer tools in 20 small gift for listening to the
minutes max. product story.

KPIs: #engaged/quarter, Other incentives can be considered

Delta throughput (ltrs) with an attractive ROI.

Support Tools for Engaging

Engage and Educate Process
Influencers
1. Sales
Pitch
(Icebreaker)

How to Structure DSR Trade 6. Gift 2. Video

Influencer Visits:
1. DSRs need to identify key Sales
trade influencers Story

2. Create a calendar where 5. Poster 3. Leaflet

they plan to engage them
1 time every 3 months 4. Demo
= 4 times a Year Tool

3. Spend a total of 20
minutes each trade
Shell influencer visit 5
 F2F SALES TOOLS: HELPING DSRs SELL OUR BRAND

◼ Support Tools for Engaging Influencers

Each story comes with a set of the listed tools to help DSRs tell the story
and ensure effective impact on trade influencer.

1. Sales
Pitch
(Icebreaker)

5. Gift 2. Video
Video brochure or Tablet Purifying Water Bottle
Sales Sample Incentive from PurePlus Story
Story

4. Poster 3. Leaflet

◼ Approximate Costs
Item Approximate Cost
Video Brochure 100 USD per DSR
Print 1 USD per Influencer
Incentive 6 USD per Influencer

Sample Infographic Poster Sample Trade Leaflet

Shell
 EXPERT MECHANICS CHOOSE ADVANCE ULTRA
◼ Shell Advance Ultra Selling Story

Copyright of Royal Dutch Shell plc 7

 CHAPTER 3: A REVOLUTION IN MOTOR OIL

◼ Objective/Goal:
Increase mechanic and shop influencers
preference and recommendation for Shell
Advance Ultra by explaining the that by
making a small change in what product you
recommend, you are making a big difference
for both yourself and your customer.
This module answers three key questions
for Mechanics:
1. Why should I recommend Shell Advance
Ultra? What’s in it for me?
2. Why is PurePlus technology a revolution in
motorcycle oil?
3. How does Shell Advance Ultra deliver
benefits to my customers?
3 KEY MESSAGES TO EXPLAIN TO TRADE INFLUENCERS

1. Why should I recommend Shell Advance Ultra?

What’s in it for me? 1
Small Change, Big Difference
◼ Your reputation depends on the advice you give to your
customers.
◼ By recommending the right products, you can help your
customers get the most from their bikes, winning their trust and
their business.
◼ Shell Advance Ultra is made using PurePlus technology from
natural gas so you know you are recommending revolutionary
motorcycle oil.
Note: Higher trade margins usually associated with Advance Ultra versus lower tier
products and competition should also be explained to the shop owner.

2. Why is PurePlus technology a revolution in

motorcycle oil?
2
Made from Natural Gas

◼ Natural Gas is converted into high quality synthetic base oil

providing higher levels of purity unachievable through
traditional refining methods.
◼ Similar to comparing filtered river water to condensed vapour,
Base oil made from natural gas is purer than base oil that has
only been refined from crude oil.

Shell
3 KEY MESSAGES TO EXPLAIN TO TRADE INFLUENCERS

3. How does Shell Advance Ultra deliver

3
benefits to my customers?
Shell Advance Ultra was designed, developed and
tested in real world Bangkok traffic. The following
results were found:
◼ Stay Powerful: Zero Loss in Horsepower
◼ When oil degrades, it can create friction that reduces engine
efficiency and leads to power loss.
◼ Shell Advance Ultra: Does not degrade between oil changes, so
your customers and their bikes can perform at their peak.

◼ Ride Longer: 5km more per litre of fuel

◼ Shell Advance Ultra minimises deposit build-up that can lead to
frictional losses, allowing for more efficient power transmission,
leading to better fuel economy.

◼ Go Further Between Oil Changes: 2X Longer

◼ Volatility and oil oxidation leads to oil degradation.
◼ Shell Advance Ultra: Has lower volatility and better oxidation
stability, which means it does not degrade within 6000km, which
is twice the typical oil drain interval.

Shell
ICEBREAKER: WHY DOES THE ICON NOW SAY SHELL
PUREPLUS TECHNOLOGY?
Icebreaker to Initiate the Conversation with Trade Influencers
Sales Rep: Hi, good to see you again!
Trade: Hi, you too. Welcome, come in! (shake hands)
Sales Rep: I’ve come to talk to you about the new Shell Advance
Ultra (showing the bottle)
Trade: Oh, Ok, looks interesting, go on…
Sales Rep (placing bottle on the table): This is Shell’s new top of
the range synthetic motor oil – Shell Advance Ultra. What’s the
first thing you notice?
Trade : Well, it’s got a new label...
Sales Rep : That’s correct, a new label – but did you notice the
Shell PurePlus Technology icon? This means that the oil in this
bottle is Made from Natural Gas.
Trade : That’s incredible. How is that possible?
Sales Rep (pulling out the video brochure or tablet): Here’s a
short video that introduces PurePlus technology and the benefits
of Advance Ultra for you and your customers.
Follow the process on the next slide.
 STEPS TO EFFECTIVELY ENGAGING TRADE INFLUENCERS:
EDUCATE AND INCETIVIZE TRADE INFLUENCERS IN 20 MINUTES
How to engage Trade Influencers during sales calls?
Sales reps should engage with trade influencers during sales calls following this process ensuring effective and efficient
delivery of the selling story.

1 Gather mechanics with 3 4 7 Provide purifying water bottle

Open Bag and Walk through key points in
the icebreaker Pull out Leaflet Leaflet from bag gift to reinforce the story.

Purifying Water Bottle

Trade Influencer Sales Pitch Gift Bag with Tag Trade Influencer Leaflet (cleans water as you drink)

1 10
min
2
min min
0
min
20
min

2
min
5
min

2 5
Play the 2 min film. Show purity of PurePlus 6
with Cube. Review and Hang
Infographic
Poster in
workshop

Trade Influencer
PurePlus Infographic Poster
Shell Advance Trade Influencer Cube
Copyright of SIPC 2 Minute Film Shell Restricted
 SALES SUPPORT TOOLS

Shell 13
SUPPORT TOOLS – FOR DETAILS, REVERT TO THE TRADE
INFLUENCER IMPLEMENTATION GUIDE

◼ Video Brochure
Innovative, low cost means for DSRs to share videos with trade
customers if DSRs don’t already have tablets.

◼ Film
Introduces the story behind Advance Ultra and the benefits for the
trade and their customers.

◼ Leaflet
Video Brochure
Explains in detail the Why?, What? and key benefits of Shell Advance
Ultra with PurePlus technology.

◼ Infographic Poster
The poster serves as a functional reminder for the mechanics and staff
and should be hung in the workshop or staff room.
◼ Gift
The purifying water bottle is meant to be presented after telling the
story to your customers. Low and high cost options
through our global supplier

To order please visit Shop

Central or contact Adam Wilkins
at [email protected]
 2 MINUTE FILM ABOUT SHELL ADVANCE ULTRA

Suitable for…
Trade Influencers

Synopsis
1. As an expert motorcycle 2. Shell Advance Ultra is An exciting film for trade influencers to help
mechanic, your reputation made with our patented Shell understand the why, what and benefits of Shell
depends on the advice you PurePlus Technology. This is a
give. By recommending the unique gas-to-liquid process, Advance Ultra with PurePlus Technology.
right products, you can help producing crystal-clear base
your customers get the most oil using natural gas as a
from their bikes, winning their starting point. Run Time
trust and their business. This oil contains virtually none 00:02:10
of the performance-robbing
impurities found in crude oil.
Localisation
For localisation please liaise with Adar Cohen at
Freedman International
([email protected])

The result is an innovative To demonstrate its benefits,

motorcycle lubricant we field-tested a fleet of
formulated to help riders stay brand new motorcycles in the
powerful, go further between demanding Bangkok traffic.
oil changes and ride for The data was analysed and
longer. the results were dramatic;
 TRADE INFLUENCER LEAFLET
1 2 3 4

5 6 7 8

Copyright of Royal Dutch Shell plc 16

INFOGRAPHIC POSTER FOR TRADE INFLUENCERS

17
PURIFYING WATER BOTTLE FOR TRADE INFLUENCERS

◼ This innovative water filtration bottle cleans water as you

drink.

◼ The gift is integral to the campaign message and is

selected to embody and reinforce the messaging of
cleansing and purity.

◼ Cost as low as 2 GBP per bottle depending on quantity

◼ To order please visit Shop Central or contact Adam

Wilkins at [email protected]

Copyright of SBI
BAG TAG

Gift Bag with Tag

 OVERVIEW OF COSTS FOR SALES SUPPORT TOOLS

Purifying
Item Bag Clip Video Brochure
Water Bottle

Premium
Option

£3.95 £0.54

Low-Cost
Option
USD 100.00
Develop
From £0.40 to £1.92 From £3.00
locally
VIDEO BROCHURE

Size: A4 size with 10 inch video screen

Fabric/print: -Full colour printing (with Matt or Gloss lamination)

- Hard Back Cover Included
Unit cost: 110 USD depending on quantity
Production time: 3-4 weeks
Shipping time TBD based on market
Other info: - USB lead * Wrapped in protective bag
- All products come with a 12 month guarantee.
-8 GB memory
-To order contact: Adam Wilkins: [email protected]
 CAMPAIGN TAG

◼ Option 1 Climbing Clip Tag ◼ Option 2 Basic Tag

Option 1 Climbing Clip Tag Option 2 Basic Tag (Recommended)

Size: Plastic wallet suitable to hold an insert of 85x54 mm Plastic wallet suitable to hold an insert of 85x54 mm
Clip 6cm, strap 6cm
Fabric/print: Plastic wallet and metal clip (no print) Metal clip with plastic printed card
Unit cost: 54p each for the wallet and clip To be sourced and developed locally.
Production time: 3-4 weeks
Shipping time TBC
Other info: Excludes printed campaign message. These would
need to be printed locally by the markets, trimmed
to size and slotted into the plastic wallets for each
campaign
To order contact: Adam Wilkins:
[email protected]
Copyright of Royal Dutch Shell plc 22
 PROPOSED BAGS TO CARRY GIFT

◼ Option 1 Duffel ◼ Option 2 Rucksack ◼ Option 3 Tote ◼ Option 4 Lunch Bag

Option 1 Duffel Bag Option 2 Rucksack Option 3 Tote Option 4 Lunch Bag
Recommended

Size: 20cm(w) x 40cm(h) 38cm x 42cm Size: 35x39x15cm“ (Large) 20 x 25cm

Material: VI compliant Shell Grey Pantone10c 140gsm cotton tote bag with long Made from 100% natural unbleached Small Tote Bag made from 100%
handles cotton natural unbleached cotton
Matched to Shell Grey Pantone 10c
Printed 4 colours, 2 sides
Print area 22.5cmx26cm only
Unit cost: 45,000 = £3.95 each at these 15,000 = £1.92 each 15,000 = £1.19" 15,000 and more = £0.4 (does not
volumes 30,000 = £1.90 each 30,000 = £1.10" include shipping costs)
45,000 = £1.89 each 45,000 = £1.05"
+ origination fee of £160"

Production 9 weeks 10-11 weeks (excluding shipping) 16 weeks 5-6 Weeks

time:
Shipping Dependent on whether opting for ship 1-2 Weeks 1-2 Weeks 1-2 Weeks
time: or air freight

Copyright of Royal Dutch Shell plc 23

-To order contact: Adam Wilkins: [email protected]
 PURIFYING WATER BOTTLE

The gift option for this story is the purifying water bottle. The gift is
integral to the campaign message and is selected to embody and
reinforce the messaging of cleansing and purity.

Size: Size: 8cm x 22cm

Capacity: 550ml
Unit cost: Buy 2000 for $5.05 each and save 62%
Buy 5000 for $4.56 each and save 65%
Buy 10000 for $4.52 each and save 66%
Buy 20000 for $4.10 each and save 69%
Lead time: 35-40 days
Other info: Delivery cost not included.

To order contact: Adam Wilkins: [email protected]

Or, go to Shop Central: https://shopcentral.shell.com/shell-helix-ultra-with-
pureplus-technology-purifying-water-bottle.html

Copyright of Royal Dutch Shell plc 24