Zomato for Business

Offerings

The customers for Zomato are the food place owners who want people to know about their joint. Zomato offers these people various slots on its page with the highest being of Rs. 30,000. This means that whenever someone searches on Zomato website for restaurants in a particular location, the list comes up, with the restaurant in that area which has paid the maximum amount on the top. This also works on FCFS model as once the top position is taken by a restaurant it cannot be given to another restaurant.

Zomato does B2B sales and the end customers are not their direct customers. For the restaurant owners Zomato has 3 sales options-

1. Zomato for business

2. Advertisement in their website

3. Online ordering

The restaurant owners can use either of the above options or a combination of the three depending on their business.  

Organization Structure[pic 1]

[pic 2]

[pic 3]

[pic 4]

[pic 5]

[pic 6]

[pic 7]

[pic 8]

[pic 9]

[pic 10]

[pic 11][pic 12][pic 13]

[pic 14]There are a total of 7 ASM in NCR and on an average every ASM has 12-15 KAM’s and SM’s under him. Mr. Pravir Kalra, ASM North Delhi has 11 sales managers and KAM’s under him. He is responsible for ad sales services that Zomato provides its customers.

Role of ASM

1. Forming and leading the sales team

Every ASM on an average has 12-15 salespeople under him. One of the most important tasks of sales manager is to build his sales team which would at the end of the quarter help him fulfill the targets given to him. In order to do that he needs to understand the strengths of each of his sales person and assign them responsibilities as per what they are best capable of doing.

1. Develop selling process

As the area sales manager at one point has been a sales person he needs to help organize a selling process for the team which would best help gain customers for the company. He makes a list of the do’s and don’ts which his team should follow at all times.

1. Provide target time and territory to each sales person

The span of control under each area sales manager keeps increasing as more and more restaurants come up, thus it is very important to allocate the territories in an organized manner so that territories of salespeople do not intersect with each other and also so that none of the territory is left unassigned. The time and target needs to be decided keeping in mind the number ofS customers each territory has as these might be differing from territory to territory. ASM of north Delhi has to cover areas like Rohini, Pitampura, etc. Number of salespeople assigned for different locations can be different depending on the size and the frequency of restaurants in the area.

1. Understanding customer needs in his region

The sales person needs to have proper knowledge about the customer needs and the correct way to pitch to them in order to get them to pay the highest amount. For them to get a restaurant to pay high amount they should be able to convince the company on how investing a high amount would benefit them. Thus proper knowledge of the customer would enable the manager to better formulate a selling process for the team. The ASM is also responsible to gather feedback from his sales team and pass the data to the development team.

1. Achieve sales objectives

The sales manager needs to ensure that the sales target given to the individuals and the team are achieved at the end of every quarter. Thus he needs to inform and monitor target of each sales person under him, which would in turn fulfill the target provided by the head office to the particular ASM.

1. Act as a link between customer and product/service development team

The salesperson is directly in contact with the prospective customers. Many a times they also get a no from the restaurants because the kind of involvement they require is not available with Zomato. Thus this feedback is given to the area sales manager who carefully analyses all the requirements received from the sales team and informs the marketing department about the kind of marketing the restaurants are looking for so that they can be added and the interests of the customers are well catered to. ASM in Zomato is the only link between the salespeople and higher management.

1. After sales process

Achieving sales target is not the only job for the sales manager. Once the sales process has completed he needs to ensure that everything demanded to the customer is provided in the stipulated time and they are satisfied with the work done and if not, any deviation from what was promised is corrected and provided for.

1. Asset management

For a salesperson to go out he would be needing transportation or compensation for it, also proper means for communication, a mobile phone and a laptop to show his presentation to the prospective clients for the company. He needs to provide the salesperson with a basic infrastructure which is necessary for him to get positive output.

1. Providing feedback and conducting appraisal

The sales manager needs to ensure that the selling process is being followed with all the leads being generated by the sales team. Based on how each person has performed they need to be given proper feedback on how they can improve the selling process. Appraisal for the sales people are conducted every quarter by the ASM and based on that proper incentives are given.

1. Handling key customers

The ASM is also responsible for handling the sales process and accounts of key franchisees.

Role of key account managers and sales managers

Key account managers are responsible for handling the account of big restaurant chains across their particular area. Each ASM need not have KAM’s working under them and it is solely based on requirement. KAM’s handling a particular chain of restaurants are responsible for managing the account of that chain and all the sales bookings are done through that particular KAM. Thus the sales process for KAM’s is as follows-

1. Cold calling to generate leads
2. Developing product knowledge
3. Selling all the three products to restaurant chains
4. Taking feedback from the customers and reporting to the ASM

The sales managers have the same duty as the KAM’s but they cater to the needs of individual and separate restaurants in their territory rather than a whole restaurant chain or franchisee.