CREATING A SMARTER, MORE CUSTOMER-FOCUSED SALESFORCE BY ANALYSING AND OPTIMISING COACHING PROCESSES
Maintaining an engaged, motivated salesforce
Retailers operate in an industry where employee turnover can be high, and where consumers increasingly demand a more personalised in-store experience. For information and communications technology specialist Vita Group, the key to meeting both of these challenges is to keep its salesforce as engaged, motivated, knowledgeable and customer-focused as possible – which is why employee training is such a critical part of its corporate strategy.
Hayley Watson, Organisational Development Manager at Vita Group, explains: “Regular development helps our salesforce grow as professionals, and keeps them engaged and happy. That’s why we insist on a weekly programme of sales coaching for every employee at every sales location.” Coaching is particularly important in Vita Group’s market, where new phones are constantly being launched, and sales staff must be able to demonstrate the benefits of each product. Equally, when selling phone contracts and insurance policies, staff need to be able to explain the terms clearly and help customers select the deal that is best for them.
However, as Hayley Watson comments: “Until recently, we didn’t have an easy way to monitor coaching activity across the business. Were all stores completing their coaching tasks on schedule? And could we find ways to make coaching even better? Our CEO always tells us to ‘inspect what you expect’, so we challenged our assumptions by taking a closer look at the data.”