Halfords and Reality Training
Reality Training Sales Programme
Fom September 2010 through 2011, Reality Training has been delivering a culture change programme that is transforming the customer experience in Halfords.
Halfords stores have two profit centres, Bike Hut, and Auto/Leisure. Each store has a Sales Manager for these areas and an overall Store Manager. Starting with the Bike Hut, moving on to Area Managers and then Store Managers, Reality Training have delivered their ‘5 Principles of Selling’ workshop to every region in the UK and Ireland and backed up their training with an interactive DVD to help cascade the change to every single member of staff.
The Challenge
Halfords is a highly successful retail brand that has seen significant change in recent years. Competition from the internet and changing consumer habits means it is essential to make sure that in store experiences are of the highest possible quality to maintain differentiation and profitability.
Halfords have a traditional hierarchy in their stores, including many part-timers, some working as little as seven hours per week. Halfords needed a sales training strategy that was effective and that everyone could engage with.
The Solution
Bob Morrell & Jeremy Blake of Reality Training met initially with Phil O’Connor of the Halfords Training and Development Department, and developed the training content for the ‘5 Principles’ road show. This input created a day long programme, to be delivered as a ‘training event’ for groups of 40-50 people. The main content concerned the following areas:
- Effective Openings & The Start of Conversations
- Killer Questions- Asking thoughtful and inspiring questions those customers had not considered
- Value Added Propositions – that brings the value in a product alive for each customer
- Objection Handling- a new easy to follow process for handling all spoken and unspoken concerns
- Demonstrating Affordability and Closing
The Outcome
Through working with Reality Training, the outcome has been the most successful intervention to date in getting customer’s perceptions about Halfords as a service brand to change. The Divisional, Area and Store Managers have adopted the sales terminology and engaged with the new techniques. In Spring 2011 there has been a marked increase in bike sales. 817 managers have now been trained and can easily cascade to their staff with the interactive DVD and Face book Training Blog.
Reality Training are now being used for product expos, linking the sales process to the new products, and the training material is being rolled out to Auto/Leisure Managers and Autocentre Managers.
By the end of October this year, 1,447 personnel will have been trained in The 5 Principles of Selling.
For the full case study, and to see if we can help the sales people in your business perform better for your business please contact us.
‘Our online revenues are up by 21% ’ - Newbury Weekly News’
Case Study Halfords
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