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HOW TO LEVERAGE VALUE OF

DVRS?

Jose Hernandez

CONTENT

What is a DVR?
Why is important that MD generate DVRs?
Top Tips for a success DVR
How a good DVR looks like?
Examples of Local DVRs generated from MDs
DVR Process and Tools

WHAT IS A DEMONSTRATED VALUE RECORD


(DVR)?

The best way to convince customers that you can deliver value

to their businesses through Shell products and services is to have


independent evidence from existing customers.
DVR leaflets are excellent sales tools demonstrating the value

delivered to the customers by using Shell products and services.


A DVR leaflet is a marketing document which serves as a formal

testimonial and genuine proof from a customer who, by using Shell


Lubricants, has made tangible business savings.
DVR leaflets give specific details of that customers

lubricant usage and the products used to demonstrate the actual


amount of money saved over a specific period of time.

WHY IS IMPORTANT THAT MD GENERATE AND


USE
DVRS?
DVRs
play a valuable role in value-selling, giving you evidence that can
be used to demonstrate customers that
Shell products and services deliver value

Experience shows us that DVRs are most effective when they feature
cases relevant to the customer (similar size, same country/region, same
industry)

Shell Brand

Value for
money

Evidence of
- product quality
- operational
savings

More DVRs = better value-selling = more sales =


more $$

BE PART OF THE TECHNOLOGY LEADERSHIP OF


SHELL!
Feedback from Distributors and Indirect Lubricant Technical
Coaches:
DVRs are great to change sales behavior from price leading to value selling

.. Very useful tool to use and


showcase Shells value
proposition to the
customers Distributor
want to see more local
DVRs to be generated
because their customers will
be more confident and
convinced as the local
working conditions are
similar Distributor

.. The possibility to integrate


technical data with real
benefit savings Distributors

Customers want to see


any cases from well
known local companies
Distributor

ILTC

they asked for cases


which were generated locally,
to make them more
relevant. ILTC

DVR carries significantly


more weight if it has been
generated in the country in
which it is being used ILTC
DVR help to understand
the value of Shell Products
and give the opportunity to
have some kind of
references ILTC

MD DVR GENERATION PROCESS AND TOOLS


ILTC shares DVR generation process, templates and
guidelines
ILTC discusses potential DVR opportunities with D-FLTS,
tracks in pipeline
D-FLTS documents DVR on offline form, calculating value
and getting customer sign-off
ILTC reviews DVR content with D-FLTS, coaching where
appropriate
ILTC inputs and submits DVR into workflow process
DVR goes through Review/ Gatekeeper star rating and
clearance process
Completed DVR inputted to DVR database
DVR leaflet generated, legal clearance and customer
approval

Feedback/
coaching

Feedback/
coaching

TOP TIPS - HOW TO TARGET POTENTIAL


CUSTOMERS
Identify customers who may be agreeable and suitable for DVR

generation. There are certain possible criteria for selection: (Either


/ Or option)

Local priority sectors

growth in synthetic products

Up-Sell/X-Sell

Converting from a competitor products to Shell Lubricants

Service and product saving should come from areas such as

Reduce down time

Reduce repair costs

Reduce laboour costs

TOP TIPS
The customer must be excited and commit with the

project!!
The technical challenge must be clear and related with

customer activities.
Implementation should be as easy as possible.
Services must be fully aligned with customer needs.
The product must be Premium.
Technical data must be very strong.
Clear value selling focus and skills of DFLTS and SALES.
DVRs documents must be signed. (Cannot be shared if it is

not signed).
Customer potential benefits should be as big as possible

Local DVR from Costa Rica

LOCAL DVR FROM PERU

LOCAL DVR FROM PERU

LOCAL DVR FROM ARUBA

OTHER LOCAL DVRS GENERATED FROM MDS


Title
ODI Interval Extension with Shell Mysella LA 40
ODI Interval Extension Beats XOM Mobil MX 15W40
LubeExpress Increase Availability
ODI EXTENSION WITH RIMULA R4 L
Shell Argina XL 40 improved availability and
reliability of Wartsila 46 engines
Prevention of bearing failures thanks to use of Gadus
S3 V460D 2

StarRatin
g

Country

Bolivia

5
5
5

Chile
Chile
Peru

4
Mexico

Chile

LubeAnalyst

30318

Fleet

Long Haul Truck Fleet

null

LubeEquipment

19285

Fleet

Short Haul Truck Fleet

Shell Rimula R4 L 15W-40 (CJ-4)

null

10519

Power

Diesel Engine

Shell Argina XL 40 (2005)

null

168750

Construction

Constructors/Major
Contractors

Shell Gadus S3 V460D 2

null

14734

Fleet

Short Haul Truck Fleet

Shell Rimula R6 LM 10W-40


(E7/228.51)

LubeAnalyst

31427

Fleet

Bus & Coach Fleet

Shell Rimula R4 15W-40 (CI-4


Plus)

null

330382

Plastic/Rubber Processing

Shell Tellus S3 M 46

LubeAnalyst

Long Haul Truck Fleet

Shell Rimula R6 LM 10W-40


(E7/228.51)

LubeAnalyst

59243
17548

ODI extension in open pit mine with Rimula R6LM


(Iluminating power gen stations

General
Manufacturin
g

Ecuador

4
4

Bolivia
Bolivia
Chile

5
TAC TIC implementation in Port Hoists bearings.

Chile
5

Peru

Marcopolo bus coaches


366972

The manufacturers are VOLVO and Mack Trucks

Open Cast Mining

null

Construction

Constructors/Major
Contractors

Shell Tellus Oil 37 (2002)

null

30217

Fleet

Short Haul Truck Fleet

Shell Rimula R3 X 15W-40 (CI4/228.3)

null

20836

Fleet

Bus & Coach Fleet

Shell Rimula R3 X 15W-40 (CI4/228.3)

null

4997

Mining

Open Cast Mining

Shell Rimula R3 X 15W-40 (CI4/228.3)

null

313414

Mining

Open Cast Mining

Shell Rimula R6 LM 10W-40


(E7/228.51)

null

23753

Fleet

Bus & Coach Fleet

Shell Rimula R3 X 15W-40 (CI4/228.3)

null

18640

Fleet

Short Haul Truck Fleet

Shell Rimula R4 15W-40 (CI-4)

null

33480

Fleet

Long Haul Truck Fleet

Shell Rimula R3 X 15W-40 (CI4/228.3)

null

10214

Power

Gas Engine

Shell Mysella S5 N 40

null

10000

Construction

Constructors/Major
Contractors

Shell Rimula R4 15W-40 (CI-4


Plus)

null

119868

Mining

Open Cast Mining

Shell Omala S4 Wheel 220

null

1254

Container
Terminals

Industrial Logistics
Equipment

Shell Tactic EMV Gadus S3


V220C 2

null

20229

Fleet

Trucks

Shell Rimula R4 L 15W-40 (CJ-4)

null

16595

Uruguay
4

Divemotor is Mercedes Benz dealer in PERU

Mining

Paraguay
5

VOLVO &MACK trucks


INTERNATIONAL 9800I ENGINE(CUMMINS ISM 6 CYL LINE,
380HP)

NBR Pillow block / single row ball bearing

LubeVideoChec
k

Chile
5

Mercedes Benz / Kaufmann in Chile

Husky Injection Molding machines

Mexico

ODI extension with Rimula R3x

Equipment type
WARTSILA

Wartsila

Costa Rica

Engine ODI extension with Shell Rimula R3 X 15W-40


(CI-4) in mining operation

ODI extension with RIMULA R4L in port rig stackers

Shell Rimula R5 LE 10W-30 (CJ4/E9)

Panama
5

SAG Mill Plant - Implementation of Omala S4 Wheel

Long Haul Truck Fleet

Aruba

ODI Extension with Shell Rimula R3 X 15W-40 (CI-4)

Bolivia Construction Rimula R4

Fleet

Fleet

ODI Extension with Shell Rimula R3 X 15W-40 (CI-4)

ODI extension in fleet in Uruguay with Rimula R3x


Oil drain interval extension with Mysella S5 N 40
(Prev XL 40)

7700

Chile

ODI with Rimula R4 in Ecuador

Value(USD)

LubeAnalyst

Guatemala

Use of Shell Tellus leads to improved system


efficiency and savings of US$30,000

Shell Services

Shell Mysella LA 40

Peru
5

Oil Drain Extension with Shell Rimula R6 LM


Videocheck Service

Shell Product

Gas Engine

Costa Rica

ODI Extension in Actros MB Trucks in Peru

Improved Equipment Availability Thanks to


Successful use of Shell Tellus S3 M 46

Segment

Power

El Salvador

ODI & Engine Life Extension with Shell Rimula R4


15W-40 (CI-4 Plus)

Sector

Locomotive GM/ GR-12 tYPE 567 c 1300 HP

Enerpac Hydraulic Power Unit


Mixed fleet that mostly have Hyundai trucks and a few
Isuzu, Mitsubishi, Mack, Volvo and Scania

Bus coaches of various brands, mixed fleet


Mining Technologies International (MTI), Sandvik, AtlasCopco Wagner ST

Iluminating power station brand Wacker Neuson LTN 6

SCANIA 124
Kinglong//Mercedes Benz/ Volkswagen

VW 1732, VW 16220, VW 24220


Waukesha
Mack Trucks
FL SMITH LE 150 LS

Port hoist brand ZPMC


TEREX

13

DVR PROCESS & TOOLS

The Indirect Lubricant Technical Coach will give guidance and support:
Activity

Tool for D-FLTS

DVR generation

1) DVR guidelines (pdf)


2) DVR Generation Plan

Documents

Owner
D-FLTS / ILTC

DVR Content Microsoft Office


Guideline Excel Worksheet

Data Entry

DVR offline excel Form

D-FLTS
Data Entry Form

DVR Value calculator

1) Customer Cost of Lubricants


calculator For D-FLTS use only, not
to share with Shell

2) DVR Value calculator

Customer value
sign off

External Use sign off

Template for customer value sign off


letter in (multi languages) word
documents

External use sign off template letter


(multi
languages)

Documentation

Photos and attachments

Communication

DVR leaflet Shell

D-FLTS
Customer Cost of DVR Value
Lubricants CalculatorCalculator

Customer Value
Sign off Letter - English

D-FLTS to share
with ILTC
D-FLTS + ILTC
ensure template
is used in local
languages and
distributor
signages
D-FLTS

External Use Sign


off Template - English

Individual
Leaflet

D-FLTS
ILTC and Shell
B&C manager

WHAT ELSE CAN WE DO TO GET MORE VALUE


OF DVRS?
Example:
Find attached a summary of technical data that can be used by sales,
marketing and Technical to leverage our skills when we have face to
face meetings with our customers.

Microsoft Office
PowerPoint Presentation