BT is one of the largest telecommunications companies in the world. We were appointed to deliver communication updates involving sales education to 15,000 customer-facing representatives on a quarterly basis. The challenge facing BT was simple. How do you make sure that 15,000+ staff are aware of what is going on within the company, as well as understanding which key products to focus on selling in a dynamic business model, and to provide them with information about the most important features and benefits relating to these products? BT has a cascade training system in place. What they wished to achieve was a consistent corporate message whilst still providing an environment that allowed for group discussion, local personalisation and information sharing.
We created a quarterly 20-minute video featuring clips from senior managers within the business, who talked about the primary areas of focus which were most relevant to their areas of the business at that time. The video was hosted by an up-and-coming actor, with a clearly-defined script.
All customer-facing staff attended a meeting run by one of BT’s training managers at which this video was shown. We also created a presentation, supported by trainer notes, and a suite of desktop promotional accessories featuring sales prompts which were given out to all staff. Sales training support materials were hosted on BT’s intranet, and all advisers were expected to familiarise themselves with this content. The final element was an interactive online quiz, which tested audience knowledge about content relating to that quarter’s sales focus.
‘First class. The entire team were brilliant – great fun and very switched on.’
Channel Training Manager