Case Study Three – Developing advanced sales skills with an outbound sales function

Background

We were asked to help a specialist sales team in a telecommunications company who were faced with the challenge of acquiring new customers who currently had contracts with other competitors.

Purpose and objectives

The aim of the project was to increase the number of conversions by maximizing revenue generating opportunities. Our objectives were to identify and address gaps in sales performance.

Stage One

A Needs Analysis was conducted using interviews and call monitoring to identify the needs of the staff in the specialist team. Key findings which impacted performance included a lack of preparation, (both mentally and logistically), being product led rather than being driven by the customer need and low ability to cope with rejection.

Stage Two

A programme was developed to address the gaps identified in stage one. This was a two day event focusing on communication skills, managing states, beliefs, coping with rejection and selling the company brand.

Stage Three

The programme was piloted and then rolled out across the teams. Team coaches attended the first programme, with an extra day devoted to coaching practice to help them develop the team’s newly acquired skills once back on the floor.

Outcomes

Measurements took place before and three months after the training. Results were gathered via interviews with attendees, coaches and line managers, as well as observations.

• Sales conversions increased by 20%.
• When questioned, individuals stated that their motivation and confidence levels and their ability to stay positive increased as a result of the training.

Levels of self awareness around their own performance improved, enabling them to analyse their own performance more effectively and put plans in place to address any elements that could be improved.

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