In 2010 our lead consultant Kevin Jardine led a brand engagement project for a relatively new but high profile player in the traditional world of commercial insurance. This large multi-national player had put out a tender for sales training, however on meeting with the potential client Kevin challenged this approach and suggested that the organisation began by exploring the brand strategy and engaging and aligning employees with this prior to developing sales ability. Together we developed a programme to explore the unique offering of the brand and aligned it with the broker selection strategy to develop a programme focussed on maximising their brand proposition with brokers.
The series of workshops took a highly interactive and visual approach to explore why brokers would choose them above other suppliers and developed a strong brand language to describe their USPs. This enabled highly skilled and technically excellent underwrites to simplify the customer engagement and sales process.
The workshops were followed up by regional review meetings where we facilitated a practical team action plan to drive broker relationships and sales with the key brokers in each region, in fact only the top 500 brokers from the 5,000 in the UK, thus the 1 in 10 title.
A series of practical but visually engaging workplace tools re-enforced the message back in the regional offices and focussed each customer interaction on brand messages and behaviours, these were developed with the client to ensure that they were practical and meaningful.
The programme proved to be highly successful in engaging and focussing regional offices on brand strategy, in delivering sales training in an unthreatening way to non-sales staff, and to driving brand behaviours and strategy required to enable them to become a top 5 insurer of choice for regional and national brokers.
"Kevin showed himself to be incredibly knowledgeable about sales and sales development. He also showed himself to be an excellent facilitator, achieving excellent results across all the programmes he delivered.
All in all the programme was a great success and Kevin was central to the success."
- Marcus Jenkins, Head of L&D for International Insurance Group