HOW TO SELL YOUR PROJECTS
The context
During Q1 of the fiscal year 2022-2023, the Spanish branch of Vodafone’s Learning & Development Team identified that the High Potential collective needed to improve their communication skills to influence stakeholders, better engage with them, and move them to action at meetings and during projects.
The year prior, they had been trained in Oratory and Public Speaking Skills, so we decided to craft a learning programme focused on three main objectives:
- Leading, defending, and selling their projects.
- Selling Vodafone’s brand at external events.
- Selling themselves and their personal brand effectively.
The process
As the High Potential collective in Spain is comprised of over 420 individuals, and the resources to train them are limited, we designed a five-phase funnel process to attract the most motivated amongst them, take them through a hybrid training programme, and get the highest return on investment.
Phase 1: Validation
The first step of the process was to validate the collective’s interest in going through a training process focused on selling their projects, which would take place virtually.
Thus we prepared abrief outline of the programme and emailed it to the 423 High Potential professionals. In just a few days, roughly 180 (43%) of them confirmed their interest, which allowed us to proceed to the next phase.
Phase 2: Invitation
After confirming the collective’s interest in the subject matter, we programmed a live webinar for the 13th of January, 2023. We then created a trailer video to send along with the invitation to the webinar, which went out to 180 individuals inmid-December 2022, 149 of which signed up. This is conversion rate is at least 16% higher than other training initiatives presented to the same collective.
Video invitations are more engaging than plaintext, generating better conversions. You may click the image on your right-hand side to view the trailer (in Spanish).
Phase 3: Live webinar
The live webinar was titled “The 3Cs of Convincing Communication”. It consisted of a 45-minute presentation comprised of practical tips and 25 minutes for explaining the next steps of the process, as well as other formalities.
A. Signed up: 149 (83% among those interested).
B. Turned up: 140 (94% among those who signed up).
C. Remained until the end: 105 (75% among those who turned up).
Phase 4: Application
At the end of the live webinar, we announced the launch of a hybrid training programme titled “How to Sell Your Projects & Ideas” with only 80 spots available, meaning there weren’t enough spots for all 105 remaining webinar attendees.
Those interested in participating had to apply by answering the question “Why should I get a spot in the programme?” and submit their application within five days. Video and audio applications would been titled to 2 and 1 extra points, respectively.
We received 74 applications (70% out of the 105 who watched the full webinar): 71 videos, 1 audio, and 2 in writing.
Phase 5: Workshop
Once all applications were received, we divided the 74 participants into four groups of 16 to 20 individuals, and each group was then divided into four teams. Each team was comprised of colleagues working in the same area and aimed to learn how to sell a joint project within a three-pillar hybrid learning process. These were the three pillars:
I) E-learning
We provided all teams with an instruction manual that guided them through an e-learning itinerary within the “Communication Mastery” online programme installed at Vodafone University. Before each live session, teams were instructed to view 2-3 video lessons and do the corresponding exercises.
II) Group work
The manual also instructed them to follow specific guidelines to plan, prepare, and present their project effectively. They had to follow such guidelines through group work performed outside of the live sessions and without the need for the instructor being present.
III) Live sessions
Participants could practice, get/give feedback, and ask questions to the instructor during the four 2,5 hour-long live sessions. The first three sessions also served to dive deep into critical points. In the last session, each team presented their project, was recorded, and received feedback. After the sessions, the teams received their video recording and feedback report.
The method
The e-learning content, the group work, and the live sessions revolved around our “Iceberg” method which features four stages:
- Phase 1 > Planning: five key strategies for selling projects, context analysis, goal setting, and audience alignment.
- Phase 2 > Preparation: idea structuring for coherence, solid evidence for risk control, storytelling for engagement, and rehearsal for fluidity.
- Phase 3 > Presentation: focus on clarity, credibility, and connection.
- Phase 4 > Perfecting: expanding the positives and improving the negatives one step at a time.
Final scores
| Group 1 | Group 2 | Group 3 | Group 4 | |
|---|---|---|---|---|
| Participants | 20 | 20 | 17 | 17 |
| How much would you recommend this learning programme to your colleagues? | 9,33/10 | 9,44/10 | 9,63/10 | 9,13/10 |
| Was there a good mix between theory and practice? | 4,67/5 | 4,83/5 | 4,81/5 | 4,44/5 |
| Was the content adequate? | 4,67/5 | 4,89/5 | 4,81/5 | 4,44/5 |
The only aspect of the workshop which was found negative by several participants was the demanding schedules within the limited timeframe. We expected teams to do group homework outside the live sessions, and we programmed these sessions on Monday and Tuesday for two consecutive weeks. Therefore, preparing for the final presentation between the second Monday and Tuesday while attending to work duties was challenging
What participants liked most
The programme explained precise methods and concrete, actionable tips for improving project presentations, having a good balance of theory and practice without being boring at any point.
Working as a team and sharing what each
one understood really helped me fix the
concepts.
The programme structure and the balance
between theory and practice
were very positive.
What I liked the most was how the course
was structured: The online content, through
small snippets and support materials, helps
to learn progressively.
You can see the practical application of all
the concepts through the examples,
exercises, and feedback facilitated by the
instructor.
Very practice-oriented course, and from
the first moment, we were already hands-on.
It is surprising how in a relatively short
time we could assemble and successfully
present a project far away from our
comfort zone.
Testimonials
