Product
Roland Movers & Shakers Program, a unique telephone-based sales improvement program designed and implemented by Bentley-Hall.

Objective
Roland Electronic Keyboards sought a program that would educate their salespeople and increase their awareness and about features and benefits of Roland keyboards, as well as reinforce effective demo and sales skills.

Method
Bentley-Hall devised a customized six-week program wherein approximately 500 Roland sales staff countrywide were faxed and/or e-mailed Movers & Shakers fact sheets on a weekly basis containing information on Roland Contemporary keyboard products, and sales and self-promotion tips to help Roland dealers increase customer traffic. Roland sales staff were then phoned by Movers & Shakers callers who followed up three times, asking key questions pertaining to information found on the sheets. Sales staff who answered questions correctly won Roland-branded prizes with each call, and were also entered into a drawing to win a valuable grand prize. All marketing materials and collateral related to the program were designed and produced in-house.

Results
• More than 90% of dealers and salespeople queried by Movers & Shakers callers responded correctly to questions from the fact sheets.

• Feedback from participants stated overwhelmingly that the program helped them improve their overall product knowledge.

• Roland sales staff reported significantly increased ability at transmitting accurate information to Roland customers.

• The program has seen several successful repetitions at Roland's request.