ABOUT THE PROJECT
How can mandatory sales training be made engaging and memorable for Ford salespeople?
By designing a gamified experience that captivates the audience through friendly competition, making learning more dynamic and rewarding.
CHALLENGE
Ford presented us with an exciting challenge: reimagine their successful US training event for the European dealer sales network, delivering a high-impact and unforgettable experience.
We were tasked with adapting existing centralised training materials along with market specific key topics so the experience sat alongside pre-existing training.
OUR IMPACT
- 00
- attendees from 108 dealerships across the UK and Ireland
- live training days
- 0
- all-electric CVs
- £5,250
- of prize vouchers
THE OUTCOME
Breaking the mould of traditional training
Recognising the inherent competitiveness of Ford’s salesforce, we transformed their training into an exhilarating and memorable experience – to crown Ford UK’s ‘Top Salesperson’. From the moment guests arrived at Millbrook Proving Ground, they were immersed in a full day of dynamic learning, combining interactive challenges, gameshow elements, and even an escape-room inspired workshop. Throughout these sessions, guests were putting their knowledge to the test to win points and build up their scores – both individually and as a team. This unique approach captivated the audience, offering a refreshing alternative to traditional training methods.
More knowledgeable and effective advocates
Equipping salespeople by creating excitement for the offering and the affinity to represent Ford Pro by using innovative and interactive formats to ensure maximum uptake and retention of information. Increasing engagement by leveraging sales executives’ competitive nature through a gamified experience.
Powered by a bespoke game app
This innovative training program was powered by a custom-built app, fostering friendly rivalry and maximising engagement throughout the day. Through this app, guests created their own player avatar, answered questions (sometimes with speed bonuses!) and viewed their position on the leaderboard. Points were tracked live for each individual across the day, and the chance to win prizes fueled the excitement, making learning both engaging and rewarding.
Imagination leveraged their exceptional experiential talents to devise and deliver an incredible, high energy, high stakes, fully immersive, fully engaged delegate, training programme. This was training like never before and metrics show that the impact is still playing out across our Dealer body.
Richard Beard Marketing and Communications Manager at Ford Pro
VALUE
For the audience
94% of guests left reporting increased confidence in their knowledge across the three key training topics – Charging, Software and Selling Electric Vehicles.
96% of guests reported they felt confident in applying the learning.
For the brand
Reports of clear renewed and strengthened perception of Ford Pro as a one-stop-shop and leader in commercial vehicle electrification.
Producing a new and refreshed cohort of Ford Pro sales execs who understand how Ford Pro’s electrification solutions can help their customers.
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