Case Study – Sales Team Development

The client: a UK retail-based company specialising in big-ticket consumer durables.

The brief: “help us to get our field sales teams to think beyond benefits and price. They need to understand that customers buy not just from the head but from the heart. Help them to understand the psychology of this and become more effective in their selling.” – Group Sales Director.

The D’Arcy response: we developed an integrated programme in conjunction with the advertising agency and a forthcoming marketing campaign, Head & Hearts. Working with a number of profiling models and transactional analysis tools, linked to real life situations, we demonstrated different patterns of thinking, feeling and behaving. The second part of the programme taught the sales team the linguistics, spoken and unspoken, of behavioural relationships. The programme was further extended to include the sales administration team.

The results: initially better qualifying, leading to increasing closing opportunities. After eight months an increase in sales.