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 customer’s 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 Shell’s 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
ILTC
“… they asked for cases which
were generated locally, to make
them more relevant….” ILTC
“…Customers want to see any
cases from well known local
companies…” Distributor
“…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.
 DVR´s 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
StarRating
Country
Sector
Segment
Shell Product
Shell Services
Value(USD)
ODI Interval Extension with Shell Mysella LA 40
Title
5
Bolivia
Power
Gas Engine
Shell Mysella LA 40
LubeAnalyst
7700
WARTSILA
ODI Interval Extension Beats XOM Mobil MX 15W40
5
Chile
Fleet
Long Haul Truck Fleet
Shell Rimula R5 LE 10W-30 (CJ-4/E9)
LubeAnalyst
30318
Mercedes Benz / Kaufmann in Chile
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
LubeExpress Increase Availability
ODI EXTENSION WITH RIMULA R4 L
5
5
Shell Argina XL 40 improved availability and reliability of
Wartsila 46 engines
4
Prevention of bearing failures thanks to use of Gadus S3 V460D
2
5
Chile
Peru
El Salvador
ODI Extension in Actros MB Trucks in Peru
5
Improved Equipment Availability Thanks to Successful use of
Shell Tellus S3 M 46
4
Fleet
Bus & Coach Fleet
Shell Rimula R4 15W-40 (CI-4 Plus)
null
330382
General
Manufacturing
Plastic/Rubber Processing
Shell Tellus S3 M 46
LubeAnalyst
366972
Marcopolo bus coaches
Mexico
5
Husky Injection Molding machines
Fleet
Long Haul Truck Fleet
Shell Rimula R6 LM 10W-40 (E7/228.51)
LubeAnalyst
59243
Mining
Open Cast Mining
null
LubeVideoCheck
17548
Construction
Constructors/Major Contractors
Shell Tellus Oil 37 (2002)
null
30217
Fleet
Short Haul Truck Fleet
Shell Rimula R3 X 15W-40 (CI-4/228.3)
null
20836
Fleet
Bus & Coach Fleet
Shell Rimula R3 X 15W-40 (CI-4/228.3)
null
4997
Chile
Videocheck Service
5
Use of Shell Tellus leads to improved system efficiency and
savings of US$30,000
5
Chile
The manufacturers are VOLVO and Mack Trucks
Aruba
5
ODI Extension with Shell Rimula R3 X 15W-40 (CI-4)
5
Costa Rica
Engine ODI extension with Shell Rimula R3 X 15W-40 (CI-4) in
mining operation
4
ODI extension in open pit mine with Rimula R6LM (Iluminating
power gen stations
4
Mining
Open Cast Mining
Shell Rimula R3 X 15W-40 (CI-4/228.3)
null
313414
Mining
Open Cast Mining
Shell Rimula R6 LM 10W-40 (E7/228.51)
null
23753
Chile
5
Ecuador
5
ODI extension in fleet in Uruguay with Rimula R3x
Mining Technologies International (MTI), Sandvik, Atlas-Copco Wagner
ST
Iluminating power station brand Wacker Neuson LTN 6
Fleet
Bus & Coach Fleet
Shell Rimula R3 X 15W-40 (CI-4/228.3)
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 (CI-4/228.3)
null
10214
Paraguay
5
Mixed fleet that mostly have Hyundai trucks and a few Isuzu, Mitsubishi,
Mack, Volvo and Scania
Bus coaches of various brands, mixed fleet
Mexico
ODI extension with Rimula R3x
Locomotive GM/ GR-12 tYPE 567 c 1300 HP
Enerpac Hydraulic Power Unit
Panama
ODI Extension with Shell Rimula R3 X 15W-40 (CI-4)
ODI with Rimula R4 in Ecuador
Divemotor is Mercedes Benz dealer in PERU
Guatemala
Oil Drain Extension with Shell Rimula R6 LM
INTERNATIONAL 9800I ENGINE(CUMMINS ISM 6 CYL LINE, 380HP)
NBR Pillow block / single row ball bearing
Peru
ODI & Engine Life Extension with Shell Rimula R4 15W-40 (CI-4
Plus)
VOLVO &MACK trucks
Wartsila
Costa Rica
5
Equipment type
SCANIA 124
Uruguay
Kinglong//Mercedes Benz/ Volkswagen
VW 1732, VW 16220, VW 24220
Oil drain interval extension with Mysella S5 N 40 (Prev XL 40)
4
Bolivia
Power
Gas Engine
Shell Mysella S5 N 40
null
10000
Waukesha
Bolivia Construction Rimula R4
4
Bolivia
Construction
Constructors/Major Contractors
Shell Rimula R4 15W-40 (CI-4 Plus)
null
119868
Mack Trucks
SAG Mill Plant - Implementation of Omala S4 Wheel
4
Chile
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
5
TAC TIC implementation in Port Hoists bearings.
ODI extension with RIMULA R4L in port rig stackers
Chile
5
Peru
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
Documents
DVR generation
1) DVR guidelines (pdf)
2) DVR Generation Plan
D-FLTS / ILTC
Data Entry
DVR offline excel Form
D-FLTS
DVR Value calculator
1) “Customer Cost of Lubricants
calculator” For D-FLTS use only, not
D-FLTS
to share with Shell
D-FLTS to share
with ILTC
2) “DVR Value calculator”
Owner
Customer value
sign off
Template for customer value sign off letter in
(multi languages) word documents
D-FLTS + ILTC
ensure template is
used in local
languages and
distributor
signages
External Use sign off
External use sign off template letter (multi
languages)
D-FLTS
Documentation
Photos and attachments
Communication
DVR leaflet – Shell
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.