Project context
Sales training for around 450 shop employees of a telco provider
Key areas
Training curriculum, eLearning, in-person, on-the-job training, train-the-trainer and gamification
The role of grünlicht
Conception, roll-out and sustainable embedding of the training programme
Starting situation
A major telecommunications provider wanted to strengthen sales in its shops. Around 450 shop employees across Germany were to improve their consulting skills, product knowledge, and closing strength.
- Varying levels of experience and prior knowledge within the teams
- Wide range of products including mobile, landline, accessories, and services
- High competitive pressure in the market
- Training had to be implemented without long absences from day-to-day business.
Our Approach
grünlicht developed a bespoke sales training programme for all shop staff – practical, modular and tailored to real-life sales situations in the shop.
The central building blocks were:
- Needs analysis and concept development: Survey of skills and needs through interviews, observations and workshops
- Training Curriculum: Development of a training plan with modules on product training, consulting and sales techniques, and cross- and upselling.
- Blended learning: Combination of face-to-face workshops, e-learning modules and on-the-job training
- Practical orientation: Role-playing, sales conversation simulations, and direct application in day-to-day shop work
- Trainer training: Enabling internal multipliers for sustainable knowledge transfer
- Motivation and Gamification: Introducing Challenges and Competitions to Foster Learning Motivation
- Feedback and Monitoring: Ongoing evaluation through surveys, mystery shopping and KPI measurement
Measures in detail
A crucial building block was the kick-off workshops for management and shop managers, in order to clarify expectations, goals and roles in the roll-out early on.
In addition, e-learning modules for basic knowledge of products, tariffs and processes were created. Building on this, practical training sessions were developed for consultation skills, needs analysis, objection handling and closing techniques.
The roll-out was planned in several phases to train all 450 employees without significantly impacting daily operations. Concurrently, a train-the-trainer programme for internal trainers was established.
For long-term embedding, regular refresher training and a digital learning platform for continuous knowledge transfer have been established.
Results
- All 450 employees successfully trained – with no significant disruptions to shop operations
- Product knowledge and closing strength significantly increased, measurable by sales figures and mystery shopping results
- Customer satisfaction improved through more competent advice and higher service quality
- Employee motivation increased through practical training and gamification approaches
- Sustainability secured: Internal trainer network established and digital learning platform continues to be used
Key Learnings
- Practical training with direct application in the work environment offers the greatest added value.
- A blended learning approach combining e-learning and in-person sessions ensures maximum flexibility and sustainability.
- Gamification and challenges noticeably increase motivation.
- Train-the-trainer programmes allow large target groups to be qualified efficiently and sustainably.