Scenario- Based e-Learning Training: Acing the Sales Pitch

I designed this scenario-based training for new business managers at QuickSign, a French tech scaleup that works with large financial institutions to enable digital onboarding processes for customers. In the training, business managers make choices during an initial sales pitch with a potential new client, resulting in a scheduled follow-up appointment with the prospect to discuss next steps. 

Audience: New business managers at QuickSign

Responsibilities: Instructional Design, Action Mapping, Script Writing, eLearning Development, Graphic Design

Tools Used: Articulate Storyline 360, Figma, Mindmeister, Adobe XD, Adobe Illustrator, Javascript

Overview

This concept project was commissioned by QuickSign as a training tool for new business managers. Through consultations with my SME, the Head of International Development, I conducted a needs analysis to identify the underlying performance problem and desired business outcome. I determined that QuickSign’s business managers know the ins and outs of the product they are selling, but they need additional training to understand how to structure their sales pitch into a concise and customized narrative that keeps their prospects engaged. 

I therefore proposed a scenario-based eLearning solution that would show business managers how to optimize communication with potential clients. The effectiveness of the simulated meeting would be gauged by whether or not the client commits to a specific next step by the end of the sales conversation.  Along the way, business managers would respond to various challenges, including the possibility of rejection.

My Process

I designed and developed this eLearning project from start to finish, using the process outlined below. I followed the ADDIE model as a roadmap, while incorporating aspects of the Successive Approximation Model (SAM) to adjust, refine, and review as I went through each step. Throughout, I also drew on aspects of Mayer’s 12 Principles of Multimedia Learning to effectively maximize learning. 

Action Map

During the preparation phase, I conducted several consultations with my SME to determine the responsibilities and expectations of new business managers at QuickSign, and to understand common mistakes made during sales pitches with prospective clients. After distilling the desired objectives for the eLearning into three high-priority actions, I used Meindmeister to sketch out an action map. 

Text-Based Storyboard

As I moved into the development of the text-based storyboard, I translated the three high-priority actions from the action map—comprehend, customize, and cultivate— into three challenges that the user would face in the simulated sales pitch—the kick-off, the delivery, and the rejection, respectively. 

I incorporated common mistakes as distractors, allowing the learner to experience the negative outcome of incorrect choices in a risk-free, yet meaningful way. Drawing from Mayer’s Personalization Principle, I kept the dialogue informal and conversational.

Linear and Branched Scenarios 

I decided to use a combination of linear and branched scenarios. With the goal of mirroring a real-life sales pitch, I crafted a linear scenario in which the user could only move forward through the experience, rather than backtrack to repeat each challenge. At the same time, the end result of the scenario depended on the learner’s choices throughout the sales pitch, thus branching the conclusion of the experience into four possible outcomes. Along the way, learners could choose to engage with a mentor character named Zoey if they needed assistance.  

Incorporating Rejection

According to my SME, it was important for new business managers to know how to respond in the face of rejection. I originally struggled with how to include rejection as a potential hurdle in this scenario while still allowing the learner to triumph at the end. I therefore extended the time period in which the sales pitch would take place. 

This means that if the learner correctly responds to all three questions, the moment of gratification—a follow-up appointment with the prospect to discuss next steps—comes a year later. This sense of delayed accomplishment is meant to mirror real-world dynamics, in which a sales pitch is not merely a short conversation that occurs in a single conference room or Zoom meeting. Rather, it is a relationship that is strengthened over time through network-building. 

Following Mayer’s Coherence Principle, I kept my visuals as simple as possible. Rather than flashy graphics or extraneous material, I used simple cues such as the facial expressions of each animated character. Likewise, in an effort to limit the amount of text on screen, I opted to communicate complex ideas through abstracted visuals. 

Finally, I developed a storyboard that combined both the visual and text-based information so that the client could visualize the flow of the eLearning. 

Interactive Prototype

The mockups allowed me to iterate quickly and apply feedback on my visuals before developing my slides in Articulate Storyline 360. It was exciting to finally see my project come to life! The prototype consisted of several interactive slides that introduced users to the scenario, the mentor, and the first question and its three potential outcomes. 

Creating these initial slides allowed me to iterate on the functionality of the entire experience using triggers, variables, conditions, and layers. I added entrance and exit animations to establish fluid transitions between slides. In keeping with Mayer’s Segmenting Principle, I gave users control of the pace of their learning by adding “Continue” buttons that broke down the narrative into small, bite-sized chunks. 

Full Development

After meticulously testing every scene for accuracy and functionality and gaining valuable feedback from my SME, I moved into full development mode. Throughout, I prioritized accessibility by adding alt text to each slide. I was particularly proud of the feedback slide, which shows users where they went wrong (or right) and uses an interactive slide-to-reveal design to chunk information. On the final slide, the user has the option to generate a PDF certificate of completion that I personalized using variables and custom JavaScript. 

Results and Takeaways

The project was well-received at QuickSign, with the Chief Human Resources Officer commenting on its “participatory” nature and “user friendly” design. My SME had this to say:

“This eLearning course is an extremely valuable and engaging tool to support new business managers as they communicate with potential clients. With clean, consistent visuals combined with creative storytelling, the course provides learners with an accessible and vibrant learning experience.”

This project allowed me to take control of the instructional design process from start to finish, while translating principles of adult learning into instructional materials. I was surprised by how readily I could draw upon my own background in education, particularly when it came to identifying learning objectives through backward design. I also discovered action mapping as a key tool that allowed me to visualize my thought process and include stakeholders in a rich, collaborative process. 

The training will be translated into French before it is officially rolled out. At that point, I will track user performance using xAPI in order to capture each learner’s activity and identify future goals for learners’ training experience. 

I greatly enjoyed the process of working with an SME, integrating feedback, and getting to know more advanced features of tools like Articulate Storyline 360 and the Adobe Creative Cloud inside and out. I now feel more confident in my skills as an instructional designer and eLearning developer, and I look forward to continuing my growth in the future.