Dream Doors is the UK’s number one company for ‘kitchen facelifts’, providing customers with the opportunity to transform their kitchen without the cost and upheaval of a full replacement.
The business runs through a national network of 36 franchises and the sales interaction takes place in the customer’s home.
Dream Doors was finding it hard to recruit and retain franchisees. Many hadn’t previously worked in sales and were anxious about investing in the business. Some worried that they might have to be ‘pushy’. Most didn’t have the funds to invest in their own sales training.
To reassure potential new franchisees, Dream Doors asked Virada to create training based on a sales approach that was:
The approach needed to be suitable for selling to customers in their own homes and ensure good conversion rates even for people new to selling.
Mindful of the varying levels of experience of the Dream Doors franchisees, we designed training that:
Case studies and role plays made the training accessible and delegates received a practical workbook for future reference.
To deliver the training we selected a trainer who runs his own small business. This, along with his personality and experience, gave him great credibility. He truly ‘connected’ with delegates.
The training increased franchisee recruitment and retention: Their approach to sales training reassured me and made me want to be part of this organisation.
Customers have noticed the difference too: The service and professionalism was very good as was the help given in their planning stage.
Sales in the year of the training exceeded the previous year’s figure by 27%. Additional profits generated by the training equated to double the investment.
Sales continued to grow and, in some franchises, proved record-breaking.
According to Managing Director Troy Tappenden:
Our franchisees have enjoyed the workshops and returned to work with a host of practical, relevant skills… sales are dear to my heart and the 27% increase says it all… I believe this sales training is one of the most worthwhile initiatives we’ve ever carried out.