⎯ THE CHALLENGE
When you have a great product,
but nobody knows how to pitch it.
A leading mobile device brand had a problem that wasn’t related to the product or the price—it was at the point of sale. Its devices were making their way to the stores of major tech retailers, but the salespeople didn’t know enough about them to recommend them with confidence.
In consumer technology, the in-store sales associate plays a huge role. A customer who walks in to buy a device rarely has their mind 100% made up—they need someone to explain the differences, the strengths, and the reasons for choosing one brand over another. If the salesperson doesn’t know or can’t remember, that moment is lost. And with it, the sale.
The challenge was clear: to turn employees at major retailers into true brand ambassadors —people who knew every device, its features, its unique selling points, and how to sell it along with the right accessories.
⎯ OBJECTIVES
WHAT THE CUSTOMER NEEDED
Improve the level of customer service in-store
Ensure that customers who come in to ask about a device receive an expert, personalized, and convincing response—not just a reading of the technical specifications.
Provide training on new devices and features
Keep store teams up to date on every product launch, update, and new addition to the catalog, including key competitive differentiators.
Enable cross-selling with accessories
Ensure that sales representatives not only sell the main device, but also identify and recommend complementary accessories that increase the average transaction value.
“Knowledge sells. Not the brochure, not the display screen. The salesperson who knows what they’re talking about, who believes in the product, and who can answer any question—that’s the one who closes the sale.”
SIG Spain Training Team
⎯ THE SOLUTION
A TRAINING PLAN
ANNUAL, CONTINUOUS AND CUSTOMIZED
Training in technology-driven retail cannot be a one-time event. New products are launched constantly, store teams rotate, and the market changes every quarter. The solution was an annual training plan that combined in-person and online sessions to keep knowledge up to date—at the industry’s leading retailers.
DESIGN OF THE ANNUAL TRAINING PLAN
We develop a training schedule tailored to the brand’s launch cycle, prioritizing times of greatest commercial impact—new model presentations, seasonal campaigns, and product updates.
IN-PERSON TRAINING AT MAJOR RETAILERS
The in-person sessions were held directly at the points of sale of the sector’s leading retailers—the real-world environment where salespeople work. The format was hands-on, with the devices in hand, ensuring that the knowledge was grounded in experience.
ACTIVATING CROSS-SELLING WITH ACCESSORIES
Each training session includes a specific section on cross-selling—how to identify which accessory best complements each device and how to suggest it naturally during the conversation with the customer. This detail has a direct impact on the average order value.
ONLINE TRAINING FOR COVERAGE AND CONTINUITY
We supplemented the in-person sessions with online training to ensure that salespeople who were unable to attend in person would still receive the update. It also served as a review tool for those who needed to go over the material again.
⎯ RESULTS
THE NUMBERS
THAT COUNT
10.708
TRAINING COURSES COMPLETED
In 2024 alone
2 CHANNELS
IN-PERSON + ONLINE
Maximum coverage at all retailers
1 YEAR
CONTINUOUS PLAN
is constantly updated with each new release
10,708 training sessions in a single year is the result of a well-structured plan, consistently executed and tailored to the brand’s launch schedule. This number isn’t just a measure of activity—it’s the scale at which SIG Spain is able to operate when the client needs its brand to be present in every sales conversation.
⎯ KEY LESSONS LEARNED
WHAT WE’RE TAKING AWAY
FOR THE NEXT PROJECT
A one-time training session is forgotten within weeks. A well-structured annual plan turns a salesperson into a true ambassador—someone who not only knows the product but also trusts it and actively and consistently recommends it.
In-person training has a greater immediate impact, but its reach is limited. Online training allows us to reach the entire team and reinforce the material. Combining the two is what builds a solid knowledge base across the entire network of retail locations.
A brand that provides effective training to influencers not only sells more—it also positions itself as a leader in the channel. Salespeople recommend what they know and trust. Training turns that knowledge into an active preference.
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