Company: VESTEL, Istanbul, Turkey
Category: Training Programs or Media > New Hire Training
As of 2017 in the retail sector where our company carries out activities, standardizing excellent service quality was one of the most important factors in our success. It was necessary to increase the numbers of corporate stores that will constitute good examples for our exclusive vendors. Although there were experienced sales consultants in our increasing service points, there were also unexperienced sales consultants. With the increasing of numbers of stores, beginner sales consultants were increasing too. As this beginner staff don’t have retail and merchandizing experience, it was necessary to develop sales skills and make them ready for retail field.
In our corporate stores, we identified that our sales consultants who are not experienced in the sector, need a development program so that our brand can always deliver the excellent service quality promised to our customers and ensure sustainable financial success. Our program is called "Sales Bootcamp" in order to prepare staff for retail field.
As a result of the need analyses, we arrived at the conclusion that the principles specified below, would be our solution.
We observed that our inexperienced sales consultants from our corporate stores spread across many regions in Turkey, have development areas in the field of corporate culture, company size awareness, the level of knowledge and competence in product, market and retail areas.
We decided to work with internal trainers and experts who have a command of company culture and sectoral experience.
It is necessary to bring our new sales consultants that serve in the different regions in order to recognize each other and contribute to the institution's identity.
The Sales Bootcamp should be designed in a structure that will provide a 5-day intensified and holistic framework for retailing to enable the development of all the competencies needed.
In summary, each day of the Sales Bootcamp is made up of different trainings tailored to needs, each level being added on top of another.
The content of our program is as follows.
-A look at Market and Consumer Trends
-Retail Metrics and Field Experience
The sales consultants that complete the program successfully earned an “Sales Bootcamp Certificate of Achievement” In class training, we used professional tests like DISC personality test so that our sales consultants in particular could see their own communication styles and skills. Later these tests were evaluated by the trainers and used for fortifying customer relationship management in stores.
Our participants were in the program with the same colleagues in 5 days. This made the social relationships in the class stronger. “Whatsapp” groups were established so that the sales consultants could maintain contact and interaction with each other. They continued to share in these groups the campaigns they conducted and their improvements in retail.
At the end of the program, we provide on-the-job training at our flagship store. To inspire them and broaden their horizons in order to avoid sector blindness we also provided visiting other successful retailers. Our sales consultants who participated in the Sales Bootcamp gave presentations to trainer by reporting their observations in other stores that they reviewed and benchmarked.
Program has great positive effect on business results.
a. Conversion ratio: Conversion rate was 8,33% among trained stores, it was 7,38% among untrained. The average conversion rate of trained stores increased by 94% after the program, this rate remained at 57% in untrained stores.
b. Rate of change of number of bills: The number of bills was 266 among trained stores, it was 104 among untrained. The rate of number of bills of trained stores increased by 8% this rate remained at 5% in untrained stores.
c. Basket Size: Average basket size of trained stores is 10% more than untrained stores's. After the training, basket size of trained stores increased by 23%; untrained stores’s basket size decreased by 21%