Distill
Separated the core selling principles from extensive live discussion and expert context, including the GOALS discovery framework and situational selling approaches.
04
SALES ENABLEMENT + INSTRUCTIONAL DESIGN · CASE STUDY
AGILE SELLING
Turning a 2.5-day workshop into practical, evergreen learning employees could return to.
OVERVIEW
An intensive workshop offered excellent expertise, but the learning needed to be available beyond the live event.
I attended the 2.5-day Agile Selling workshop once, then reviewed recordings and materials to identify what needed to survive in a reusable curriculum. I developed approximately 90 minutes of coursework along with edited expert video, job aids and live reinforcement.
THE CHALLENGE
Preserve the expertise without recreating the workshop.
New employees, people who missed the live event and experienced staff seeking a refresher all needed access to its central ideas. Simply recording the full workshop would not make the material easy to revisit or use during client conversations.
THE DESIGN
Build a focused, reusable learning experience.
Develop
Created about 90 minutes of focused coursework supported by edited expert videos, visual explanations and practical job aids.
Apply
Used buyer situations and realistic conversations to help learners practice judgment around discovery, value and client needs.
Reinforce
Supported continued learning through live discussions and quick references employees could use after the coursework.
WHY IT MATTERED
Evergreen did not have to mean generic.
The redesigned curriculum kept the workshop’s distinctive approach while making the content accessible to new hires, unavailable attendees and employees refreshing specific skills. My previous recruiting and client-facing experience informed the kinds of situations I chose.
EVIDENCE
A substantial transformation in delivery format.
The output was approximately 90 minutes of coursework instead of relying on repeated attendance at a 2.5-day workshop, supported by edited video and just-in-time learning tools. This describes the instructional transformation; no unverified sales performance lift is claimed.
THE TAKEAWAY
Good design respects the learner’s time and the work they need to do.
I enjoyed translating a rich expert experience into smaller pieces that retained its value, could stand on their own and were genuinely useful in practice.