Churchill Insurance - Sales Training and Coaching

Client Needs and Objectives:

Approaches to selling insurance needed to change as new FSA regulations were about to be introduced.  In a more highly controlled environment, customer service representatives were finding it difficult to relax and build relationships with customers.  We were asked to design a programme for staff and team leaders that would:

• Provide a different approach to sales training
• Inspire and re-build the confidence of the telephone sales team
• Team Leaders to learn ‘coaching' skills to offer immediate benefits.
• Engage and up-skill the in-house training team

Our Activity:

• Team Leaders, CSAs and Managers consulted through forums & workshops
• Design and delivery of training across 2 sites:
  • Two-day Coaching for Sales' course for Team Leaders
  • One-day ‘sales' course for CSAs
    • Understanding your customer
    • Projecting a positive and professional image
    • Building relationships
    • Listening and acknowledging
    • Beliefs and performance
• Follow-up individual coaching observations for Team Leaders
• ‘Train the Trainer' - training handover, accreditation and support for in-house team

Outcomes:

• Both sales and overall conversion rates increased
• Motor same day conversions up by 2.22%
• Motor overall conversion rates up by 1.05%
• Customer satisfaction up by 4.3%
• Improvements sustained over time