A Human-Centric Sales Experience

Empowering beauty experts with customer-centric sales training

Client: Benefit Cosmetics

The Brief

Benefit Cosmetics, a global beauty brand, needed a bespoke sales training programme. They wanted to boost sales, improve recruitment, and address retention challenges. Their Brow & Beauty Experts (BBEs) required training to enhance their skills, build confidence, and excel in the competitive beauty industry.

Our Solution

We started by understanding their needs. This included mystery shopping, focus groups, and interviews. With these insights, we developed a customised Human-to-Human Sales Experience. This programme helped BBEs improve resilience, build emotional intelligence, and develop rapport-building skills. All of these are vital for connecting with today’s customers.

The training also focused on customer-centric sales techniques. We delivered this programme to Benefit’s Education and Sales Teams. They learned how to better support their sales assistants, improve customer interactions, and increase performance.

The Result

The feedback was overwhelmingly positive:

100% of attendees said they would recommend the course to colleagues.
90% rated the course materials as “EXCELLENT,” with the remaining 10% rating them as “VERY GOOD.”

Here’s what some participants had to say:

“Loved everything! The tool book is super helpful, very visual, and the touches of Benefit made it even better.”
“The structure of the two days was well thought out and easy to follow. There was a perfect balance of activities, and everything was totally relevant.”
“It provoked a lot of self-reflection and gave us tips on how to be more resilient in tough situations. It will help reframe any negative mindsets our team may have.”
“Super eye-opening in so many areas. I didn’t expect to find this so interesting, and I wanted to know much more!”

This case study shows the power of tailored sales training programmes. They help sales professionals build resilience, engage better with customers, and deliver top-tier service. The result? Improved sales, retention, and customer satisfaction.

At Benefit we believe in making real connections, so the Human2Human course was a perfect match from Understood.

Rachel O’Donoughue, Head of Education, Benefit Cosmetics