case studies

bt major business

The brief:
Burgeoning competition and an explosion in technology-driven services was fuelling exponential growth and demand within the sector.  In order to compete more effectively, BT needed to rationalise its approach to new business acquisition and drive sales volumes (in what was becoming a very price sensitive market) without compromising its premium brand position or potential revenue streams.

Our response:
Initiated a senior sales coaching programme to accelerate the development of a fledgling
management team including:

• Rationalising sales contact strategy and approach to channel management
• Facilitating executive team workshops and quarterly management development meetings
• Personal one-to-one coaching of all senior staff
• Development workshops to enhance leadership skills
• Keynote presentation at annual sales convention (over 600 delegates)
• Delivery of team building events including sailing challenges in the Solent

Results:

• Significantly reduced cost of sales and acquisition
• Increased customer retention and account penetration levels
• Measurable swing from reactive to proactive sales and account management