TWC Business Services: New Hire Training

Time Warner Cable´s Need

Time Warner Cable (TWC) is the second-largest cable operator in the U.S. and an industry leader in developing and launching innovative video, data, and voice services. In 2003, TWC significantly improved its commercial services offerings for small businesses. TWC Business Services drastically increased its nationwide commercial sales presence—new sales teams were rapidly hired in almost every market. TWC needed new Account Executives to start selling business services products and services quickly and in a new way. The change in the product mix meant that Account Executives would need to sell consultatively.

The ABR Solution

Accelerated Business Results (ABR) created a customized three-day instructor-led training program. This intense workshop provided important information about the company, products and services, and sales techniques for selling TWC solutions to small businesses. Some of the specific topics addressed were:

  • Telling a persuasive TWC Business Services story
  • Identifying ideal prospects and strategies for reaching them
  • Understanding the features and benefits of the TWC Business Services products and services
  • Crafting solutions that meet the needs of small businesses
  • Recognizing who your competition is and how to win
  • Anticipating and handling tough objections

The workshop was highly interactive—Account Executives participated in discussions, brainstorming, and competitive team activities. Specialized ABR facilitators with experience selling commercial solutions and training both inbound and outbound salespeople delivered the training. The combination of sales and training experience allowed facilitators to demonstrate immediate credibility with the topics and offer real-world examples throughout the training.

How ABR Helped Time Warner Cable Accomplish Their Goals

ABR designed and delivered a training program that quickly prepared new Account Executives to successfully sell TWC Business Services solutions. Because of ABR’s extensive cable and telecom experience, the content in the workshop provided very specific techniques and was tailored to the unique sales situations that TWC Business Services Account Executives face.

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