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) More DVRs = better value-selling = more sales = more $$ G Value for money Shell Brand Evidence of - product quality - operational savings

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…” ILTC “.. Very useful tool to use and showcase Shell’s value proposition to the customers…” Distributor “… 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 “…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 “…DVR carries significantly more weight if it has been generated in the country in which it is being used…” ILTC “.. The possibility to integrate technical data with real benefit savings…” Distributors “…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 Feedback/ coaching ILTC reviews DVR content with D-FLTS, coaching where appropriate Feedback/ coaching 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

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 Title StarRating Country Sector Segment Shell Product Shell Services Value(USD) Equipment type ODI Interval Extension with Shell Mysella LA 40 5 Bolivia Power Gas Engine Shell Mysella LA 40 LubeAnalyst 7700 WARTSILA ODI Interval Extension Beats XOM Mobil MX 15W40 Chile Fleet Long Haul Truck Fleet Shell Rimula R5 LE 10W-30 (CJ-4/E9) 30318 Mercedes Benz / Kaufmann in Chile LubeExpress Increase Availability null LubeEquipment 19285 VOLVO &MACK trucks ODI EXTENSION WITH RIMULA R4 L Peru Short Haul Truck Fleet Shell Rimula R4 L 15W-40 (CJ-4) 10519 INTERNATIONAL 9800I ENGINE(CUMMINS ISM 6 CYL LINE, 380HP) Shell Argina XL 40 improved availability and reliability of Wartsila 46 engines 4 El Salvador Diesel Engine Shell Argina XL 40 (2005) 168750 Wartsila Prevention of bearing failures thanks to use of Gadus S3 V460D 2 Costa Rica Construction Constructors/Major Contractors Shell Gadus S3 V460D 2 14734 NBR Pillow block / single row ball bearing ODI Extension in Actros MB Trucks in Peru Shell Rimula R6 LM 10W-40 (E7/228.51) 31427 Divemotor is Mercedes Benz dealer in PERU ODI & Engine Life Extension with Shell Rimula R4 15W-40 (CI-4 Plus) Guatemala Bus & Coach Fleet Shell Rimula R4 15W-40 (CI-4 Plus) 330382 Marcopolo bus coaches Improved Equipment Availability Thanks to Successful use of Shell Tellus S3 M 46 Mexico General Manufacturing Plastic/Rubber Processing Shell Tellus S3 M 46 366972 Husky Injection Molding machines Oil Drain Extension with Shell Rimula R6 LM 59243 The manufacturers are VOLVO and Mack Trucks Videocheck Service Mining Open Cast Mining LubeVideoCheck 17548 Locomotive GM/ GR-12 tYPE 567 c 1300 HP Use of Shell Tellus leads to improved system efficiency and savings of US$30,000 Aruba Shell Tellus Oil 37 (2002) 30217 Enerpac Hydraulic Power Unit ODI Extension with Shell Rimula R3 X 15W-40 (CI-4) Panama Shell Rimula R3 X 15W-40 (CI-4/228.3) 20836 Mixed fleet that mostly have Hyundai trucks and a few Isuzu, Mitsubishi, Mack, Volvo and Scania 4997 Bus coaches of various brands, mixed fleet Engine ODI extension with Shell Rimula R3 X 15W-40 (CI-4) in mining operation 313414 Mining Technologies International (MTI), Sandvik, Atlas-Copco Wagner ST ODI extension in open pit mine with Rimula R6LM (Iluminating power gen stations 23753 Iluminating power station brand Wacker Neuson LTN 6 ODI extension with Rimula R3x Paraguay 18640 SCANIA 124 ODI with Rimula R4 in Ecuador Ecuador Shell Rimula R4 15W-40 (CI-4) 33480 Kinglong//Mercedes Benz/ Volkswagen ODI extension in fleet in Uruguay with Rimula R3x Uruguay 10214 VW 1732, VW 16220, VW 24220 Oil drain interval extension with Mysella S5 N 40 (Prev XL 40) Shell Mysella S5 N 40 10000 Waukesha Bolivia Construction Rimula R4 119868 Mack Trucks SAG Mill Plant - Implementation of Omala S4 Wheel Shell Omala S4 Wheel 220 1254 FL SMITH LE 150 LS TAC TIC implementation in Port Hoists bearings. Container Terminals Industrial Logistics Equipment Shell Tactic EMV Gadus S3 V220C 2 20229 Port hoist brand ZPMC ODI extension with RIMULA R4L in port rig stackers Trucks 16595 TEREX

DVR Process & Tools The Indirect Lubricant Technical Coach will give guidance and support: Activity Tool for D-FLTS Documents Owner DVR generation DVR guidelines (pdf) 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 to share with Shell 2) “DVR Value calculator” D-FLTS to share with ILTC 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) Documentation Photos and attachments Individual Communication DVR leaflet – Shell Leaflet 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.