Effective Selling

Put yourself in American Express’s place: Your biggest competitor is eating your lunch with ads that end with "… and they don’t accept American Express." VISA was everywhere American Express wanted to be. How would AMEX rise to this challenge? How would they light a fire under sales people who were used to owning the market?

American Express turned to Forum for a tried-and-true sales curriculum. But something was missing. Forum’s shelf-item solution didn’t pack the powerful punch American Express needed to communicate the urgency of the problem. So AMEX asked us to ‘score’ Forum’s training with our particular kind of video – the in-your-face, real-people approach. Using interviews with customers and unscripted vignettes pairing actors with AMEX salespeople, we underscored the need to meet the competition head-on.

It worked. The practical sales content Forum presented was underscored by the insightful, hard-hitting comments of American Express customers and employees from across the company. Powerful and practical.