Client Industry:
Furniture and Electronics Sales
What We Did for the Client
We delivered sales training for the client’s 36 salespeople, split into three groups. The training consisted of four half-day modules covering topics such as:
- Customer Types
- Product Presentation Techniques
- Nonverbal Communication
- Sales Closing
- Upselling
- Handling Objections and Challenging Customers
The content was agreed upon with the Sales Director following a thorough needs analysis. Training was conducted in three groups of 12 participants each.
Following the training, we carried out on-the-job coaching. We observed each participant in-store during 5-7 customer interactions, providing immediate feedback after each interaction to improve sales effectiveness. The entire project spanned approximately two months.
What We Measured
To assess results, the following indicators were used:
- Indicator A: Revenue
- Indicator B: Number of Completed Sales – data collected via the client’s ERP for each participant
- Indicator C: Confidence in the Sales Process
- Indicator D: Assessment of Sales Competencies
- Indicator E: Customer Satisfaction – a random sample of 100 customers rated their satisfaction on a scale from 0 (not satisfied at all) to 10 (fully satisfied)
We analyzed monthly revenue for three months before and three months after the training and on-the-job coaching, excluding periods with seasonal factors like Black Friday, Christmas, or other promotions.
To ensure comparability, months with consistent conditions (e.g., foot traffic, marketing investments, store hours) were selected to isolate the impact of the training.
The average number of completed sales was calculated for the three months before and after training. Participants rated their confidence and sales competencies via surveys before and after training, with results scaled and presented on a 0 to 10 scale.
Results
The results showed an increase in revenue and the number of completed sales after the training and on-the-job coaching. Participants reported higher confidence and trust in their sales abilities, while customers expressed greater satisfaction with their interactions.
Total Revenue Increase: €162,082.09 (in comparable periods with no seasonal impacts).
Note: Although the calculations are not entirely precise due to external and internal factors, we made every effort to provide a reliable overall picture and useful guidelines.
