case studies

“The Artian’s training provided me with the skill set to face the sales process in a way I would not have done before”

Context and Challenge

What do you do when your markets change, and you need to prepare your team for a new sales approach? In 2018, the General Data Protection Regulation (GDPR) restricted cookie collection for organizations, requiring Criteo, a leader company in the Digital Marketing Industry, to transform its product and sales strategy.

To face this challenge, we provided Criteo with art-based innovation training and coaching to help the sales team adopt a client-centric approach and to develop an engaging storyline for their new products.

The Artian’s solution

Leveraging The Artian’s entrepreneurial and artistic background, we developed a three-phase program tailored to adapt the salesforce mindset to the conditions of the new business situation.

SWITCH ON YOUR INNER OBSERVER – WORKSHOP

This practical workshop highlights the need for observation and listening skills, two essential skills that are required when working with customers. More importantly, the workshop allows participants to actively practice empathy, motivating them to put clients in the center of the picture.

The session emphasized how to enhance observation skills through art appreciation and how to extrapolate these learnings to a business context.

FROM A PRESENTATION TO A STORY ‒ LEARNING TALES OF ART AND ENTREPRENEURSHIP IN BUSINESS PRESENTATIONS

This workshop trains participants on how to combine startups skills + art skills to become better at conveying messages and creating business presentations.

Based on The Artian’s entrepreneurial background, we provided Criteo’s salesforce with training on the art of creating emotionally engaging, powerful, and order-winner stories.

HANDS-ON COACHING AND MENTORING

Building on our experience as mentors in leading startup accelerator programs, our training for Criteo’s salesforce finalized with personalized coaching sessions.

These sessions allowed participants to apply their learnings to the development of their own client-centric presentations

Results

The Artian’s program resulted in a 90% willingness to adopt a new sales mindset and approach: Interviews and surveys to participants show that 9 out of 10 trainees are willing to incorporate their learnings into the way they approach the sales process.

Our action-oriented training resulted in immediate and client-oriented initiatives by participants.

“I have stopped assuming I know
what the customer’s problem is”

“I became more emotional
when engaging with customers”

“I’m now motivated to better
adapt to my audiences.”

“I’m starting to analyze
audiences more profoundly.”

The art + entrepreneurship skills that were taught facilitate the implementation of new sales ideas and initiatives:

Arantxa Martínez, a senior sales professional at Criteo Madrid applied her learnings to the sales process with a new prospect – just one week after the training! She highlights how better observation practices led to a more fluid interaction with the customer, making the overall customer experience more humane.