Since the start of the pandemic, AB InBev SA has made some significant adjustments to its sales strategy. One such change was to transform its sales reps into “Business Development Representatives”, a job function shift that would equip them to be more adaptable and able to keep ahead of the changing times. In addition to training the sales team around the updated strategy, WinWin was tasked with helping the BDRs learn about their new role in exciting and memorable ways.
We devised a multi-layered blended learning solution, which began with the attendees preparing ahead of the event by completing level 1 e-learning on our LXP, ABIU. At the event, they received facilitator-led hard and soft skills training and, after completing each section, they were split into groups to test what they had just learned with relevant and fun hands-on games.
At the end of all the training, the BDRs were introduced to the most exciting part of it all: The BDR Business
Simulation Game. This powerful new training tool, pioneered by WinWin, is a strategy game that replicates day- to-day interactions with customers. It requires BDRs to apply everything they know to finding the best solutions in true-to-life scenarios (in which they can make mistakes and see the costs thereof). The aim is to win through strategic thinking and maximising profits and sales volumes. The game can be played by any BDR and allows them the chance to hone their skills and strategies, before applying them in-trade.
The attendees felt the sales academy was energising and enlightening and, when compared with conventional training of the past, agreed there was immense value in our blended approach. They especially enjoyed the
gamified aspect and being able to apply their learnings practically as a way of cementing their understanding.
The simulation game was so impactful and effective that AB InBev has put it forward to the AB InBev Global Awards as a best practice digital training tool. It is also worth noting that, due to the solid success of 2021’s sales
academy, a second “phase” of it is currently underway around South Africa, with the same learning solution components and refreshed content for 2022.
In fact, the sales academy will continue to be implemented in its current form (with relevant content updates) in future.