Dell

Summary

Dell briefed Prosell to develop a programme to enable their small business sales teams to improve their ability to pursue all sales opportunities and exceed performance targets. Prosell devised a coaching programme with a set of follow-up reviews,.directed at team leaders, with the aim of introducing behavioural changes that would deliver measurable improvements in sales conversion rate, average order value and productivity. The programme delivered:

Company Background

Dell has built a global reputation for product quality, innovative marketing and responsive customer service, but recognised that the potential of their small business sales teams was not being fully realised.

The Challenge

Dell and Prosell established that team leaders:

  1. Had not received formal training support to assist them in their role
  2. Lacked awareness of commercial practices prevailing outside this Major Global Computer Company
  3. Perceived the sales role to be one of managing customer orders rather than proactively pursuing all sales opportunities

Dell wanted the project to help sales staff and exceed performance targets and maintain improvements in the longer term. They needed a solution that catered for individual development needs but had minimal impact on the time team leaders spent away from the sales floor. Sales staff needed to regard the focus of their conversations with the customer as a means of encouraging customers to buy, rather than simply the provision of information.

The Solution

Working closely with Dell, Prosell devised a coaching programme with a set of follow-up reviews. The programme was directed at team leaders, and the aim was to introduce behavioural changes that would deliver measurable improvements in sales conversion rate, average order value and productivity.

The programme was developed to encourage good practice using direct, on-the-job experience to encourage genuine skill development. Dell was determined to capitalise on their training investment and gave Prosell a clear brief to link the programme to overall business objectives:

Coaching was provided to help with:

  1. Analysis of performance data
  2. Definition of critical skill deficiencies
  3. Identification of ways to improve the key skills of staff
  4. Development of an effective sales model

The programme was focused on the development of critical skills within the organisation in the short term, and delivery of measurable and sustainable commercial improvements in the longer term. In addition, a call quality monitoring system was installed and all team leaders trained in its use. This system included call quality templates that supported the desired behaviour change.

The Outcome

A large sample of the sales force was observed & recorded prior and post implementation with the following results: