Training Program Design
Increasing sales conversions through a full team retraining — identifying the performance gap, building the solution, and driving measurable results.
The Challenge
The sales teams worked exclusively with inbound leads — no cold outreach, no prospecting. Every lead had to be filtered through a Leads Management team responsible for assigning each one to the right sales rep. When conversion rates dipped, the root cause wasn't the sales team.
The Leads Management team was routing leads incorrectly — mismatching lead types to the wrong reps, creating friction before a single sales conversation even started. On top of that, the onsite sales team reported that their schedules were generating excessive travel time between appointments, leaving no bandwidth for follow-up or inbound calls from active prospects.
Core insight: Conversion problems aren't always a sales problem. In this case, the bottleneck was upstream — in how leads were being sorted and assigned before they ever reached a rep.
The Solution
The fix required restructuring the lead assignment logic and retraining the team on the new policies. New routing rules were built around two key variables:
Move size determined which team got the lead. Smaller moves (studios, 1–2 bedroom apartments) went to the inside sales team. Larger, more complex moves went to the onsite team.
Rep experience level determined which rep within each team got the lead. More experienced reps handled long-distance and complex moves. Newer reps handled local, straightforward jobs.
To solve the travel time problem for the onsite team, a geographic constraint was added: each onsite rep could only be scheduled within a single NYC borough per day, eliminating cross-borough travel and opening time for follow-up and inbound calls.
The Training
New policies only work if the people executing them understand them. The Leads Management team needed to be fully retrained — not just informed — on the new routing logic.
In its original form, the training was delivered through PowerPoint and in-person instruction. To demonstrate the same content with modern instructional design tools, I rebuilt the introductory module in Articulate Storyline — creating an interactive e-learning experience where learners receive the new policies and practice applying them in real scenarios as they go.
The Storyline version uses branching scenarios and immediate feedback to reinforce decision-making, rather than passive slide-reading. It's designed to be completed independently, making it scalable for onboarding future team members without requiring live facilitation every time.
Experience the CourseThe Results
Beyond the numbers, the retraining created a repeatable system. New hires could be onboarded to the same policies using the same materials, reducing ramp time and maintaining consistency as the team grew.