An international retailer aimed to evolve its sales strategy from a transactional to a relationship-focused model to improve customer experience, sales, and loyalty. To support this transformation, ROIG Group was hired to help the client implement our full consultative sales and leadership frameworks, C.R.E.A.T.E. and L.E.A.D.
Results at a Glance: Increased Customer Loyalty. Better Quality Sales. Higher Attach Rate. National Customer Service Awards.
THE CLIENT: An international specialty omni-channel retailer
THE CHALLENGE: Evolve the selling model from a transactional model to a consultative model (one centered on cultivating deeper customer relationships).
THE GOAL: Enhance the customer experience, increase long-term loyalty and lifetime value, boost sales performance.
THE ROIG SOLUTION: Install ROIG’s holistic 9 Elements of a Sales Capability
Deploy our C.R.E.A.T.E. Sales Model across the 2,500 sales team members
Install L.E.A.D., our performance coaching system, across 500 sales leaders
Establish new Performance Analytics with the metrics that matter the most
Unleash ROIG’s A4 (Acquire, Accelerate, Assess, Align) Talent System
Reorient Retail Operations around the new systems
Create a centralized Sales Development capability
Overhaul the sales Rewards System (commission/bonus)
Induct a new interactive Learning Platform (including training programs on product knowledge, best practice sharing etc)
Implement a new Recognition Program
Remarkable Results:
Retailer won multiple consecutive national customer service awards
Net Promoter Score (NPS) jumped from -2% for customers who experienced “no contact” in store to an outstanding +83% when customers engaged fully with CREATE
Average Selling Price (ASP) for core products increased by 20% over 5 years, translating to a CAGR of nearly 5%
Average Basket Size grew by 10%
Discounting rates decreased by 640 basis points
Important Insights:
Installing a new sales model isn’t enough; a full sales capability model is the only way to achieve remarkable results
Teaching the sales team how to “slow down the sale” is a game-changer
Transformation management (not just project management) is critical to successful full-scale adoption
Additional case study details:
Installed Sales Capability Model - C.R.E.A.T.E.
ROIG deployed its proprietary consultative sales model called C.R.E.A.T.E. to 2,500 sales team members, transforming the way they engaged with customers. C.R.E.A.T.E. stands for Contacting Customers (C), Relationship Building (R), Exploring Customer Needs (E), Art of the Demonstration (A), Total Solution Recommendations (T), and Ensuring the Sale (E). This model focused on sales associates to focus on customer needs, offer personalized recommendations, and build relationships rather than simply closing a transaction.
Sales Floor Leadership Model – L.E.A.D.
Once the sales model is in place, it became vital to build leadership muscle out in the field to support the consultative approach. ROIG installed and trained its L.E.A.D. model to 440 sales floor leaders. This leadership training focused on coaching and mentoring, ensuring that store leaders could effectively guide their teams through the new relationship-driven sales process and maintain high performance standards.
Additional initiatives like a Remarkable Achievers rewards and recognition program were created to celebrate top-performing sales associates and stores, further motivating the team to excel.
The client quickly discovered that the stores that effectively implemented C.R.E.A.T.E. and L.E.A.D. in their stores performed 3-5 times better than those who did not. They were easily able to manage the gaps through better store performance management via the L.E.A.D. system.
By transitioning to a relationship-based sales approach, the company not only sold more core products to more customers, but also increased profitability, establishing themselves as a leader in customer service and sales excellence across the region.