How Shyam Steel raised the bar in Singapore

Shyam Steel sells its products through the building and construction trade and organises between 12-16 incentive programmes a year for its channel partners. They have been doing this with success for more than a decade to encourage and motivate their dealers and builders and drive sales of their thermo-mechanically treated bars used in concrete construction and other materials.

While such a high volume of incentive schemes may seem surprising, Shyam’s competitors use the same means to motivate their partners and Shyam Steel cannot afford to fall behind. When Shyam Steel decided to reward 146 channel partners and spouses for this latest event, they chose Singapore.

Channel partners are usually divided into three categories depending upon their sales volume –  silver, gold and platinum. Accordingly, the spending per person on such tours is decided and that includes the choice of destinations and itineraries. The channel partners are dealers, distributors and builders.

The select dealers of the east-India based company flew by Singapore Airlines from Kolkata for a three night/four day visit. A spokesperson for Shyam Steel said: “We run a series of incentive tours for our valued partners and as always our guests were very happy with the hotel and restaurants chosen for their stay. They enjoyed the tour of really interesting places they visited in Singapore and are enthused to go back again. Our objective to motivate our partners for better performance and greater solidarity in the coming year has been achieved.”

Upon arrival the group was transported to breakfast followed by a city tour that included popular districts like Chinatown, Little India and Marina Bay. A great activity for the start of the trip, this half-day tour introduced the participants to top attractions like the Merlion, colonial landmarks like City Hall and cultural sites like Thian Hock Keng Temple. A stop at the UNESCO-listed botanical gardens was also included along the way. After lunch, the group checked in at ibis Styles Macpherson and Cherry Loft Hotel. In the afternoon the delegates proceeded to Marina Bay Sands Observation deck, Helix Bridge and thereafter to Gardens by the Bay. After dinner at an Indian restaurant, the group rested overnight at their respective hotels.

On day two, after breakfast the morning was free for the visitors to shop or explore on their own. After lunch the group was transported to Sentosa Island that included the Sentosa Sunset tour, SEA aquarium, Sky pass, Luge, Wings of Time. The group returned to the hotel after an Indian dinner.

On day three, after breakfast at their respective hotels, the group undertook the Universal Studios tour, where they experienced cutting-edge rides, shows, and attractions based on favourite blockbuster films and television series, including Transformers The Ride: The Ultimate 3D Battle, Shrek 4-D Adventure, Madagascar: A Crate Adventure, Jurassic Park Rapids Adventure and more. Overnight was spent at the hotel.

On day four, after breakfast they checked out of the hotel and proceed for shopping drop at the popular departmental store, Mohammad Mustafa Shamsuddin, on Serangoon Road in Little India. En route, a photo opportunity stop at the Merlion was a highlight, to carry back memories. Rest of the day was free for shopping until time to board flight back to India.

Organisers Gainwell Travel & Leisure who arranged the trip were satisfied with the outcome of the tour as all participants were happy and enthusiastic about the experience, and the client is working on a series of other incentive programmes with them.

In the past Shyam have experiences China, Thailand, Singapore, Switzerland, Italy, France, Orlando, Miami and New York. Future destinations now being planned for include New Zealand and South Africa.