How did Cigna improve her Sales Team Effectiveness?

OVERVIEW

Cigna Insurance wanted to increase the efficiency of its sales force and thus have the next generation of sales leaders groomed and promoted within the organization, creating a company culture of its own. 

 

REQUIREMENTS

  • Increasing motivation and commitment among the sales team
  • Decline in Turnover
  • Overcoming inertia 
  • Professional skills development
  • Developing the competencies of the sales team
  • Development of managerial skills
  • Differentiating financial advisors from competitors
  • Creating a company culture

 

APPROACH

We approached the situation as a continuous improvement process and created the C-force Sales Academy. 

The first question concerned the qualifications of the Sales Consultants. Their knowledge, salesperson skills, necessary behaviours, and shared values had to be identified, and the sessions had to address this area. This question had to be answered by a needs analysis with the higher management.

The second question concerned the cases, daily issues, and customer requests they had to solve during the day. We had to work with the field salespeople to answer this question. 

Then, we designed a staggered approach, which you can see below. Top Gun training sessions have three levels, each designed like a game where the salespeople have to develop and collect points to move to the next level. The final level was to improve the leadership skills of those who proved to have leadership attitudes. 

 

C-FORCE SALES ACADEMY 

 

TOP GUN TRAINING SESSIONS

 

RESULTS

The results not only demonstrated the highest scores of training satisfaction but also increased motivation, better selections for promotions and record-high sales results. 

 

Year:
2019
Practice:
Sales Development
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