Global, the UK’s largest commercial radio network, owning brands such as Heart, Capital, and LBC among others did not have a universally applied approach to sales which created a disparity in the skills and capabilities of the network’s salespeople. In particular the ability of the salesperson to understand their customer’s needs, and to test the customer’s intention to purchase, had been identified internally as areas requiring further development. Best practice (i.e. what good looked like) was not well defined, which made embedding core sales skills a challenge.

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