“I Can’t Relate Unless The Training Fits Me”
Situation:
Anheuser-Busch had over 900 independent franchises across the country. Their people are responsible for sales, delivery, and merchandising for their retail accounts. And employees are very independent – working alone all day in the field. Anheuser-Busch needed training programs that could reach all distributors, be taught at all branches, and would be applicable to their various products and clients, such as food stores, convenience stores, and liquor stores. And the training needed to grab their interest and be seen as practical and down-to-earth.
Solution:
We developed their sales training curriculum for these independent franchises. This included customized courses in front-line sales, key account sales, sales management, and trainer training. What works in a liquor store doesn’t necessarily work in a food store, so each workshop was designed to fit the participant, the marketplace, customer reactions, and the sales objective.
To ensure that training delivery was consistent, the workshop design followed a skills-based instructional design:
Tell them.
Show them.
Provide practice.
Give specific feedback.
Apply the skills to the real-world.