1. HOW TO leverage value of DVRS?
Jose Hernandez

2. 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

3. 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.

4. 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

5. 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

6. 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

7. 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

8. 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

9. Local DVR from Costa Rica

10. Local DVR from Peru

11. Local DVR from Peru

12. Local DVR from aruba

13. 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

14. 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

15. 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.