The BIG IDEA Worksheet

Project: Sales Associate Training Solution

Heather Marie-Selymes
MKTG462

WHO IS YOUR AUDIENCE?

1. List the primary groups or individuals to whom you’ll be communicating.

The national clothing retailer executives in sales, management, and budgeting.

2. If you had to narrow that to a single person, who would that be?

The executive in who approves budgeting allocations for all sales teams.

3. What does your audience care about?

Cost efficiency and results measured through metrics.

4. What action does your audience need to take?

Approve the development or update of a training program for their sales associate teams nation-wide.

WHAT IS AT STAKE?
1. What are the benefits if your audience acts in the way that you want them to?

The training program is approved, and sales metrics improve over time.

2. What are the risks if they do not?

Sales metrics remain static, and potentially worsen if competitors exploit the company’s weakness.

FORM YOUR BIG IDEA

It should:

(1) articulate your point of view,

(2) convey what’s at stake, and
(3) be a complete (and single!) sentence

A survey of customers of ours and our competitors shows areas of opportunity related to service levels
which can be solved through sales associate training; we recommend allocating resources to develop
and deliver this training to improve sales metrics nation-wide.