Case Study - Super Selling

Super Sales Workout � Sales Communication for the New Millennium

"Very useful and convinced we can make a difference to our sales and selling skills - looking forward to achieving this!"

Background

This workout was designed for and implemented nationwide by one of the largest Retailers in Britain. Our client�s aim was for staff to achieve a step change in their approach to engaging with customers, in their department stores, in order to increase profit through increased customer loyalty and goodwill.

Specifically, the organisation wanted store staff to develop a passion for selling so they achieved their targets, consistently.

The journey began with a pilot, for sales staff and managers, in the Audio & TV department of their flagship store � a high ticket value, high traffic sales area.

The feedback from the pilot was overwhelmingly positive and the company could foresee significant benefits in making this workout available nationally, to all their branches.

We agreed the most cost-effective approach which would enable the client to be independent i.e.  training the trainers to train staff in their own branches.

Most store-based trainers attended a regional, 2 day 'Super Sales' Workout. The workout was supported by a trainers� pack that includes all the notes, visual aids and top tips required for trainers to run the workout for their own sales teams, in their own store.

To help trainers become more self�aware about their communication habits, every individual was profiled using Thinking Styles�. We then explored the implications of the profiles in a sales role, when the way you communicate with your customers is crucial to a sale.

The Workout We worked with the client to weave their in-house sales processes through these elements in order to keep the focus real and specific to their company objectives.    Core elements of the routine: Managing yourself � how to stay in a resourceful state to deal with customers; the importance of taking responsibility for your actions & planning your desired outcome. Building relationships through rapport � key skills to influence others. Motivation methods and buying strategies � how to engage customers with different motivation patterns and buying habits to your own. How to spot the clues through conversation that tell you how best to communicate; speaking the customer�s language to get customers (willingly) into a buying mindset, shorten the sales cycle and guarantee satisfaction. Skill practice and observation � making it happen on the sales floor; coaching and feedback from peers, trainers and line managers.

Outcomes & Benefits

Trainers reported rave reviews from their delegates and a timely and positive change in the way they delivered all their training programmes, not just the sales workout.

Many branches appointed 'Training Champions' who enthusiastically promoted the Super Sales Workout internally to create the thirst for a new approach to selling & customer service.

Feedback collated post training...

12% increase in sales Overall rating for the trainers' workouts - 70% and above Decrease in customer complaints Increase in customer appreciations Increased attendance, participation and interest in selling Increase in mystery shopping results

Here's what some of the trainers and sales managers said about their experience....

• [the workout] provided the opportunity to stretch my mind and become aware of my own learning styles..a wonderful concept and I am very excited to be part of it
• [the workout] helped me put the sparkle into the training..and know how to follow through with staff on the sales floor
• old dogs can learn new tricks!
• gave me more ideas about how to progress the workout..back on the selling floor and in the training room
• a very enjoyable and thought provoking few days..very worthwhile..stimulating
• learned a great deal about myself and others
• I feel I can apply my learning in a practical way
• Hazel presents the programme in easy terms for what could be difficult to understand and boring!
• I've got the energy to take this back to work and push it forward - the energy came from you & you've done a great job!
• I really enjoyed this course- lots to 'think' about!
• lots of ideas for future training sessions, not just 'Super Sales'
• [the workout] gave me a different perspective and understanding of how people react/behave
• Hazel coped well with us and used a huge variety of techniques to keep us engaged
• a fresh, different approach to a subject that we often train and is crucial to our business
• I'm highly motivated to try out my new techniques
• I enjoyed your style and pace, many thought provoking ideas and subtle encouragement to do more..and make a difference.
• Excellent pace and awareness of group feeling and dynamics
• The course was highly effective and a fascinating concept...very well put together
• A chance to look at the sales process from a new angle with an emphasis on rapport and getting in tune with customers.

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