Sears:Quick Start

Cellular. It’s everywhere. If you’re not seeing the ads all day on TV and in print, you’re watching the person ahead of you at the traffic light dialing for dollars.

And cellular providers are legion. They’re everywhere. There’s been a race to be first with the latest and best technology, a race to capture and keep customers.

Ameritech realized that if it was going to meet its goals for growth, it had to be creative about getting in front of customers. They would have go where the customers are instead of trying to entice customers to their locations.

The company partnered with Sears to create the Ameritech ‘store-within-a-store’. These mini-retail stores within Sears’ stores require a different approach to selling. Customers walking by the kiosk haven’t driven to an Ameritech store look at or buying an Ameritech product. It takes creativity, an eye for opportunity, and a lighter touch to capture sales in this environment.

In partnership with FORMAN/greene, we delivered a video-driven sales training workshop to support the store-within-a-store rollout. We used our unique, proprietary hidden-camera technique to observe sales transactions and catch Ameritech’s best folks doing it right. Customer interviews round out the video—offering insights about what customers look for from a salesperson.