Alla Malovichko

Problem

Solar Star, a solar installation company saw a 25% decrease in sales over the span of 6 months. The significant drop in sales was an issue, not just for the sales department, but ultimately affected the installation team, outreach representatives and management. They wanted to investigate their outreach strategies and see how the outreach sales team can improve their approach when initially interacting with homeowners. At this stage, Solar Star reached out for my help.

Solution

After a thorough needs analysis and consulting with a Subject Matter Expert (SME), I concluded that in order to increase the sale of solar, the outreach team needed to increase the number of quality appointments they set up for a no-cost solar analysis. In order to do so, outreach representatives have to follow a specific approach when pitching homeowners. The specific approach encompasses building rapport, having a positive attitude, and acting with urgency. Using these components builds interest in a low-stress way and allows the outreach representative to deliver information to homeowners about solar incentives, benefits, and qualifications. I developed an immersive scenario-based eLearning experience to help solar outreach representatives practice their door-knocking sales techniques in a real-world setting.

Process

Once the problem was presented to me, I consulted with an SME to dissect the problem and tackle it. Using the ADDIE model as a framework, I proceeded by analyzing the problem, creating an objective and action map, drafting a storyboard, and designing visual mockups. I used Vyond to develop realistic scenarios and then Articulate Storyline to input questions and make learning fun and interactive. After implementation and evaluation, I modified and adapted the project to be more effective and clear.

Action Map

Guided by my years of training as an educator, I began the action mapping process with a measurable and realistic learning objective. The objective is included on the left side of the action map below.

An essential component of the process was to understand what was going well in outreach and what factors were holding the team back. Working closely with the SME, I determined the common objections outreach solar representatives face when speaking to homeowners about solar. To make the eLearning experience as realistic as possible, I wanted learners to interact with these common objections and make choices to overcome them effectively. The objections are outlined in white as the main goals to overcome.

Using my expertise in current cognitive and motivation theories, I calculated the best way to tackle each issue and overcome objections. These solutions include: positive attitude, maintain empathy, build urgency, and build rapport. These solutions are outlined in black on the action map.

The action map also highlights what it looks like when an objection is overcome. The way we know an outreach representative is successful is if they sign up a homeowner for solar. The most effective way to do this is to offer a no-cost solar analysis. Each homeowner that signs up is a new lead added to the outreach representatives list.

Part of reaching the learning objective is to make homeowners feel at-ease, positive, and curious. Everyone wants to qualify for exclusive offers and save money! Using these techniques will help outreach representatives relay this important information to homeowners and increase their leads list.

Text-Based Storyboard

Once the action map was finalized, I created a text-based storyboard that outlined the door knocking process of a typical solar sales representative. In this storyboard, three sales representatives spoke to homeowners and their goal was to have all five homeowners sign up for a no cost solar appointment.

The storyboard excerpts below show the choices and consequences the learner has to make in order to move the outreach representative along. As each question is answered, there is one correct choice that leads to a new lead and two distractors. When answered correctly, the learner moves along and gets a new lead. The distractors are based on real-life scenarios outlined by the SME and when selected, the learner will see the real-life consequences and will be directed to try again. Each wrong choice also includes an explanation of why it isn’t quite the right move. When each question is presented, the learner also has an option to click on a “help” button before making a choice.

Visual Mockups

In collaboration with the client and SME, I developed visual mockups for the eLearning project which included company colors and some additional supporting colors, fonts, and brand imagery.

Interactive Prototype

While developing the animations and story for this project I used Mayer's Principles to ensure the learning experience was engaging and most importantly, gave the learner the optimal learning opportunity. Using Vyond, I added sound effects and music throughout the experience depending on what was happening. For instance, when the solar outreach characters were walking down the street on their way to speak with homeowners, an upbeat song plays. I added sound effects like the magic wand sound when new prompts popped up and a crystal sound when it was time to answer a question. When the learner answers correctly, they would hear a celebratory chime sound, and when they make a mistake a fail sound plays. Not only are sound effects meant to engage the learner, they also act as cues for attention.

To ensure that the learning experience reflected real-life scenarios, I also used Vyond to make the character's facial expressions and body language match whatever choice the learner makes and the character's actions.

Once my animations were complete, I moved my project into Articulate Storyline to make it interactive by adding buttons. I added a hover feature to each button to bring them to the learners attention. When the learner clicks a button, it triggers the next event accordingly. At the end, I combined sound and animation to show the result of the learners' great choices. Because the outreach representatives were able to schedule more solar appointments, solar sales have increased, which means more homeowners got solar panels installed on their roof.

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