Revolutionising sales training

Accordance VAT have been using iConnect to revolutionize the way training is delivered to their sales force, considerably increasing revenue and efficiency.

“We’ve increased our revenue by 24% on the same period last year”

Lucy Franklin, Sales Director



Induction: time and capacity limitations

Accordance VAT is a rapidly growing company with a regular intake of new starters joining their sales team. Before iConnect, sales training was a time-consuming process and Lucy Franklin, Sales Director at Accordance VAT, was concerned about how effective this was.

“We wanted to get people up to speed more quickly. I was concerned about the amount of time senior team members were spending training staff, which ultimately meant they were spending less time generating their own business.”

Lucy Franklin, Sales Director

Accordance VAT introduced iConnect to make sales training more engaging, ensure that learning is embedded across the sales team, and make sales training more flexible and accessible.

To do this, they began using the iConnect app to record role plays and sales calls from their best consultants.

The solution

iConnect’s editing and time-stamped commentary tools were used to analyse specific selling skills such as questioning. Further resources were then added before sharing with the rest of the team, making sales training easily accessible.

This allowed experienced and newer consultants alike to access high-quality training without exhausting the resources of sales managers. As a result, onboarding, coaching and upskilling, became faster and had a much greater impact.

“Using call and video recordings are so much more engaging and we found our new hires getting to grips with our language, processes and selling style far more quickly. Speed to competency in our sales team has increased dramatically.” – Roberta Folta, Senior BDM


Self-reflection and Coaching

“At Accordance, training and coaching doesn’t just stop after onboarding”

Lauren Trigwell, Senior BDM

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But Accordance VAT didn’t stop there. To further transform their sales training, the whole sales team started using iConnect to record themselves during sales calls with customers and potential clients. This allowed them to:

  • Reflect on their own performance to instigate change
  • Share examples with peers and managers
  • Receive meaningful, contextualized feedback on real practice


“By using video capture to record real-practice examples sales managers were able to coach and feedback to their teams more often and with better results. As a result coaching and mentoring is now a regular part of ongoing sales training and development”. Lauren Trigwell, Senior BDM


Sales consultants have also started sharing their practice with other team members for learner-led coaching and peer support.

  iConnect allows managers and team members to view each other’s sales examples at a time suitable to them. It means as a team we can provide more peer support, mentoring and coaching without it impacting our day to day work. We’ve all improved as a result.” Lauren Trigwell, Senior BDM


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The future

The sales team aren’t finished though, they plan to further utilise iConnect’s analysis tools to capture data around their sales approach.

“We realise it’s all about data these days. We’ve started moving away from only providing verbal and written feedback to our team and becoming more scientific in our approach to sales.”

Lucy Franklin, Sales Director

“We’ve already started using the iConnect Forms feature to measure the type of questions we ask and how engaged our audience are. We plan to take this much further over the coming months.”

Roberta Folta, Senior BDM

Organisation-wide development

Pioneered by the sales team, the success of iConnect has meant Accordance VAT have begun to use the platform to enhance training across their entire organization, leading to consistent and effective training opportunities for all staff.

sales team guide
More about the iConnect technology >>


accordance_logo_v2_blue-e1436366957130Accordance is an international VAT consultancy and VAT compliance firm. Their aim is to enable businesses to trade internationally, by providing specialist VAT compliance services to remove the burden of cross-border VAT.
Experienced VAT consultants specialising in cross-border transactions provide practical, commercially beneficial VAT assistance to companies across the EU and beyond – working across a range of industries and business sizes, including many international FTSE 100 and Global 500 businesses.Accordance offers a single point of contact for international VAT – their one-stop shop makes it easier for clients to manage their international position.
The future of sales training
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