+ 44 (0) 845 450 7025


The client

Aurum is the largest luxury jeweller in the UK, encompassing the retail brands Watches of Switzerland, Mappin & Webb and Goldsmiths.  The group is a leading distributor of watches including: Patek Philippe, Rolex, Cartier, IWC, JLC, Omega, Tag Heuer and Gucci.

The challenge

The Aurum business was evolving and leading the way in its market.  The Sales Director knew the group’s people were its USP so his aim was to provide them with an updated sales approach that would help them to continue to stand out as the best.  The approach needed to be:

  • Authentic and customer-focused
  • In-tune with the UK market
  • Motivational for the salesforce

It had to be unique in its ability to reflect the quality of the Aurum brands and increase sales.

The solution

Working closely with Aurum, we created a training programme called ‘The Aurum Buying Experience’ (ABEX).  This consisted of:

  1. E-learning – created a platform for sales success and prepared delegates for training
  2. Sales training for staff – used interactive exercises, case studies and audio clips
  3. Sales observation training for managers – used video clips of actors demonstrating best practice to establish observation criteria
  4. Sales performance development training for managers – enhanced managers’ ability to give feedback, coach and support sales success

The CEO of Aurum was so impressed with ABEX that he asked us to deliver a workshop for the Board of Directors to give an overview and consolidate their buy-in to the sales approach.

The result

The training changed attitudes and behaviours within Aurum.  Salespeople were motivated by the real difference it made:  It really worked… we were below target – now we’re well over!

Customers noticed the difference too: I’ve travelled all over the world and she’s the best sales assistant I’ve ever dealt with. Well done to your training team.

Aurum deemed the training so successful that it continues to be rolled out to all sales staff, with over 1400 delegates having attended so far.

Perhaps most important of all, sales results increased significantly. In its first year alone, ABEX gave a 262% ROI for Aurum. Tony Broderick, Sales Director, sums up by saying:

This programme is world class. It has delivered real results and justified our faith in training.


+44 (0) 845 450 7025 | enquiries@virada.co.uk

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