Revolutionising Sales Culture at NFU Mutual with Delta Learning

1. The Challenge:

NFU Mutual (NFUM) identified capability gaps hindering the execution of their strategic vision, leading them to envision the “Science of Selling.” We were selected through a competitive tender process and started by conducting a rigorous diagnostic to detail these gaps and underlying issues. The challenge was to introduce a transformative “Winning Sales Culture” accepted by the Senior Team to address the identified challenges.

2. The Solution: Delta Learning’s Comprehensive Sales and Coaching Courses:

Delta Learning, in collaboration with Learning & Organisational Development (L&OD), designed a suite of Sales and Coaching courses to complement existing modules. The programme had two clear objectives:

1. Building Capability:
   • Helping Agencies Buy-In: Equipping Regional Teams with the capability and tools to embed Winning Sales Culture principles into relevant Agencies.
   • Helping Customers Buy: Providing foundational principles for selling advice-based products in a customer-focused way.
   • Helping Businesses Buy: Offering knowledge and skills required to sell effectively into Commercial Businesses.
   • Coaching Agency Salespeople: Empowering Agents with coaching skills to support the wider embedding of Selling Principles into their Agencies.
2. Delivering Results:
   • Supporting Regional Teams, Agents, and their wider teams to understand and apply the concepts taught in the workshops.
   • Focusing on improving sales performance and supporting the growth of agent businesses.

3. The Impact:

NFUM, in collaboration with Delta Learning, designed a robust approach to measuring programme results. Data collected from 8 participating Proof of Concept (POC) Agencies and an additional 8 benchmark agencies not in the pilot provided both qualitative and quantitative insights. The impact assessment revealed significant performance improvements among the POC Agencies compared to the Benchmark Group across various key measures:

• Number of Quotes Generated: POC Agencies demonstrated a significant increase in the number of quotes generated year on year, while the Benchmark Group experienced a decrease.
• Value (£) of Premium Quoted: POC Agencies showed a notable increase in the value of premium quoted, outperforming the Benchmark Group.
• Number of Sales: POC Agencies experienced a growth in the number of sales, in contrast to a decrease in the Benchmark Group.
• Value (£) of New Business (NB) Premium: POC Agencies demonstrated an increase in the value of new business premium, surpassing the Benchmark Group.
• Average Premium Growth: The average premium at POC Agencies exhibited a higher growth rate compared to the benchmark agencies.

Benefits of Working with Delta Learning:

• Tailored Programme Design: The collaboration with Delta Learning resulted in a programme tailored to NFUM’s specific challenges and objectives, addressing capability gaps.
• Comprehensive Measurement Approach: The incorporation of a robust measurement approach ensured a clear understanding of the programme’s impact on performance metrics.
• Strategic Alignment: The program’s alignment with the Winning Sales Culture principles supported NFUM’s strategic vision for the “Science of Selling.”
• Quantifiable Performance Improvement: The tangible performance improvements in the POC Agencies highlighted the effectiveness of the Sales and Coaching courses.

In conclusion, the partnership with Delta Learning not only addressed NFU Mutual’s capability gaps but also delivered quantifiable and substantial impacts on sales performance. The programme’s success in the Proof-of-Concept phase showcased the transformative power of strategic sales training solutions in aligning capabilities with organisational objectives.