Solution of Change to 7 Eleven

After learning their resistance, I have discussed with my superior and come up with the some solutions. I need to communicate my points to him so that he is supportive of the change initiatives. Whatever the solutions, we must stay focus on getting cards sold at all 7-Eleven stores (desired level of change).

These solutions are small steps to making that change and they are:
i. Give additional commission of RM 0.50 to handle logistics of cards in order for the cards to be sold at all 7-Eleven stores.
ii. Give 15 days credit terms instead of consignment.
iii. Touch ‘n Go will sponsor 7 Eleven if they agree to carry card sales at all 7 Eleven stores.
iv. 7 Eleven to have exclusive rights to sell limited edition special design Touch ‘n Go cards.

Quickly, I communicate our proposed solutions to 7 Eleven. They are open for card sales! We even talked about what sort of special cards to be produced. They like the idea of “James Bond” Limited Edition Touch ‘n Go cards! I’m keeping my fingers crossed and wait for the next card order from them……

Using The Force Field Analysis at Work

A 7 Eleven convenient store in Malaysia

I’m now setting up a new sales channel for Touch ‘n Go at 7-Eleven chain stores nationwide. To date, 7-Eleven has 968 stores in Malaysia, a substantial network for Touch ‘n Go card sales. My company, or the Business Development Team, has been dealing with them for about one year but still, no card sales have been realized.

Being the change agent, I took the initiative to meet up with the 7-Eleven Marketing Manager, Marcus Theam and Merchandizing Manager, Ronnie Liu to discuss card sales. Let’s use the Force Field Analysis to handle resistance level from 7-Eleven.

a) Force For The Change (from Touch ‘n Go)
i. Card sales at all 7 Eleven stores nationwide!
ii. Card sales must be preferably with cash upfront upon delivery
iii. Card sales commission at RM 2 per card

b) Force Against The Change (from 7 Eleven)
i. Card sales only at selected 7 Eleven stores within Kuala Lumpur due to logistic issues
ii. Prefer to purchase cards on consignment basis.
iii. Wants Touch ‘n Go to sponsor a promotion with cash sponsorship.
iv. Not convinced that Touch ‘n Go will sell much at 7-Eleven.

Generally, they are not saying no to selling Touch ‘n Go. As a principle, I need to address their forces against card sales!

How a Simple Change can make Such a Difference!

I have appointed a small company DCR, to do corporate sales of Touch ‘n Go. Being a company dealing with many clients for customer loyalty programs, DCR is willing to do promote Touch ‘n Go as corporate gift. They are happy with the new card sales commission structure.

Since doing corporate sales is also new for DCR, many changes need to be made by them including introduction of new sales kit, call plan and client approach strategy. In the early stages, it was tough to get corporate clients’ attention. They were not interested. However, as continuous improvement to the change process, DCR improved the sales kit, call plan and sales approach in several stages.
Now, the sales kit, cal plan and sales approach are quite matured. DCR managed to close corporate sales from big brands like Nissan, Microsoft, Al-Rahji Bank and Intel! More card sales to come………