B2C Sales Process & Training
Problem
A successful telecommunications retailer was looking to take their business to the next level by streamlining and enhancing their sales process and training.
Solution
I reviewed all of the existing documentation regarding selling behaviors and performance expectations. I also observed and interviewed top performers to uncover effective selling practices.
I created a list of sales behaviors and then evaluated the list for redundancies, overlap, and low-impact items. I then created definitions for each behavior. After that I simplified each definition into a simple, concise, and observable standard.
I grouped similar behaviors/standards together. I then rearranged the groups so they would logically follow the most common and natural sales flow based on my observations. After brainstorming different labels for each group, I selected words or phrases that would form an acronym to enhance recall.
I then reviewed the new sales process with stakeholders, top-performers, and other subject matter experts. After fine-tuning the sales process based on their feedback, I created a sales observation form and utilized it within a real-world environment to ensure it captured the essential components of multiple sales interactions.
Once the sales process was solidified, I built a launch plan to introduce the new process throughout the organization. I selected a top-down approach to ensure leadership understanding and buy-in. The sales process was communicated through a series of calls, in-person meetings, and drip communications.
Finally, I developed a formal sales process training that was incorporated into employee onboarding. I also built an 8-hour instructor led sales training for employees to attend after onboarding. To continually “sharped the saw” I created multiple sales workshops that were delivered quarterly and refreshers that were available upon request to improve specific sales KPIs.
Macon Method
This case study incorporates several components of the Macon Method but best exemplifies:
Core Element: Process
Strategic Element: Simplify
Overview: Reduce each policy, process, and procedure to its most basic form. Make things easy to train, communicate, and inspect.
Outcome
I was able to successfully streamline and simplify the sales process according to stakeholder requirements. A well-planned and executed launch process led to immediate implementation. Building and incorporating several new sales training resources ensured lasting execution. Traffic conversion increased by an average of nearly 2% in the 6-months following implementation.
