Target Audience
Inside Sales Reps/Team Leaders
Situation
A large call center with 23 locations was experiencing performance gaps in the following areas:
- Reps’ revenue per call performance range varied by 400 %
- Insufficient and ineffective training
- Team leaders were distracted from coaching and observations due to managing product spurts and promotions
- High turnover
Management wanted to increase sales through increased product knowledge and application of this knowledge.
Objectives
- Improve sales skills and solution-selling
- Cultivate team culture by motivating
- Team Leaders and Product Managers to observe and coach Reps
- Increase sales by 17%
- Increase multiple product sellingIncrease revenue per incented order (RPIO)
Communications
Launched communications for six product families with high impact chair-drops to create excitement and focus.
Team Leaders and Product Managers received weekly reports that measured successful product quiz completion, allowing them to see the range of improvement and address gaps.
Solution
Anderson Performance Improvement designed a program specifically aimed at achieving these objectives:
Knowledge Attainment
Representatives were awarded Scratch-and-Win cards for all quizzes taken and passed. (Scratch-and-Win cards had variable, pre-determined values.) Team Leaders recognized Reps with the cards in front of their peers.
Team Leaders awarded merchandise Scratch-and-Win cards when 75% of their location successfully completed each product quiz.
Observation of Sales Skills
Team Leaders observed Reps and immediately awarded them Scratch-and-Win cards for applying accurate product knowledge.
Product Managers awarded Reps Scratch-and-Win cards when they conducted location training and observed them applying accurate product knowledge.
Team Leaders were awarded by their Location Managers for conducting observations.
Multiple Product Sales
Reps were awarded ePoints for achieving defined benchmarks for multiple product sales.
Revenue Per Incented Order (RPIO)
Reps were awarded ePoints for achieving defined benchmarks for revenue per incented order.
Results
Sales increased in excess of 20%. Reps who successfully completed quizzes sold more products. Locations with the highest levels of participation in the product and solution-selling quizzes generated 133% more revenue per Rep than offices with the lowest levels of participation.
Reps sold more per order during and after incentive. Revenue improved by more than 50% during the first month of incentive program and was sustained for 11 months. Client realized a Return on Investment (ROI) of 240%.
As Reps experienced increased commissions from improved sales and a sense of accomplishment from increased recognition, management reported a reduction in Rep turnover rate.