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Home > News > January 2005 > 12-Jan-2005

Renault uses drama for sales training programme

A drama-based training session, involving professional actors, has helped the sales team at Renault’s UK parts and accessories business to meet its targets.

Designed by Steps Drama, the session set out to show how Renault’s Area Managers - each of whom sells parts in a distinct territory - and Regional Business Managers could maximise the impact and effectiveness of their face-to-face time with customers.

"With any field-based sales role, the actual time spent in front of customers is relatively limited so you have to make the most of it," said Tim Marriott, Renault UK’s National Business Manager. "Steps designed a session for us which included professional actors role playing examples of sales encounters with different customer types. This helped our team to think differently and to realise that one sales pitch doesn’t fit all. Unlike formal stand-up training, which can be boring, this session was interactive, effective and a lot of fun."

Steps brought in Leornian Consulting, an external consultancy, to add a theoretical perspective of different customer behavioural styles.

"The whole session got everybody involved and made the messages memorable, without being patronising to the more experienced members of the team," said Tim Marriott. "The Steps actors were so good and their sales scenarios were very realistic."

Three months after the first session, Tim Marriott asked Steps to run a follow-on session for the same team, on the theme of
situational leadership. This ran with a similar format, including theoretical input on the situational leadership grid. The Steps actors brought to life the different personalities and highlighted the management styles which best suit each type of behaviour.

"Steps are a highly professional company," said Tim Marriott. "They understood exactly what we wanted to achieve and they weren't just actors taking a brief, they were business people responding to our business need. Their drama-based approach is well-suited to a wide range of skills training. Our investment with them has paid off because our sales team has become more effective and better able to achieve their ever-moving goals."

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