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WAB Lab

Developing an Effective Sales Force

At a Glance

With upskilling and reskilling mandatory in the new normal, organisations now find it essential to provide learning opportunities to its employees so that they are able to adapt to the ever-changing business landscape.

To effectively ensure that its talents are given the opportunity to hone their skillsets, and welcome a new pool of talents through its doors, WAB Lab embarked on a workplace transformation journey with the aim of redesigning its sales force recruitment, development and retention.

Just how successful were the workplace learning interventions implemented at WAB Lab? Read on to find out!

Achievements

Together with IAL’s Centre for Workplace Learning and Performance (CWLP), IAL’s Certified Workplace Learning Specialist (CWLS), and support from the management, the project team at WAB Lab was able to incorporate the various workplace learning interventions to achieve the following:

Development of 3 new JDs and competency mappings for Sales Associates, Manager, and Director.
Alignment of career roadmap with the Skills Framework for the recruitment and development of Corporate Sales Professionals (CSPs).
Completion of a new sales coaching framework and toolkit to support the sales coaching process for the Sales Department.
Successfully upskilled in-house sales coach to effectively evaluate and assess the performance of coachees.
Utilisation of workplace learning practices increased by 20% within the Sales Unit.
100% Adoption rate in utilisation of the structured sales coaching model company-wide.

Looking to build an effective sales force at your organisation?

Begin Your Journey

We have been sourcing for reputable consultancy services to help us provide a better approach to coaching our sales team to success.
When we learnt that we could tap on the funded consultancy services offered by LEA, it was crystal clear for us to join LEA given the right opportunity and timing.

Mr. Anfernee TanChief Executive Officer

It has been a meaningful journey. We are now able to develop and implement a structured sales coaching system that supports the development of our sales force to reach their next level of excellence with performance evidence to achieve the desired business results.

Our plan is to propagate what we have learnt to other business units so that we can develop and implement coaching as an OJT programme across all our business in Jan 2022.

Mr. Jason TanSales and Operations Director

It was challenging to kickstart this project as it was rolled out in the midst of the pandemic. Being in sales operations, I was juggling between the business development aspects and the workplace learning project.

However, I do find this structured approach of sales coaching beneficial as it serves as a guide to the sales coaching process. It also helps me to stay focused and enables me to better manage coaching interactions so as to achieve the desired measurable sales performance outcome. It was time well spent!

Mr. Alvin LeeDigital Marketing Manager

Challenges

Retaining good talent in the midst of a pandemic proved to be a challenge for WAB Lab, as the organisation had to provide competitive benefits and compensation in order to attract suitable talents despite the rough situation.

In addition, engaging, motivating, and developing its sales team to their fullest potential through inhouse sales coaching for effective sales performance was another struggle – given that the coaches did not receive formal education in the field. This resulted in inconsistent sales performance outcomes.

Interventions

To effectively upskill its employees to be agile and have a learning mindset, and ensure a low employee turnover rate, the following interventions were implemented with the aid of IAL’s Certified Workplace Learning Specialist (CWLS):

Conducted Learning Needs and Gaps Analyses through interviews and discussions with key stakeholders

Implemented a formalised Sales Coaching programme

Developed an individual coaching action plan for CSPs and new hires within the Sales Department

Scheduled and conducted individual coaching sessions using the newly developed coaching toolkits and resources