How RCG Workgroup’s Proprietary and Proven Approach to Sales Training Drove a 775% Outbound Sales Surge at Apple Federal Credit Union (AFCU)
Client Overview
Apple Federal Credit Union, a member-owned financial cooperative in Northern Virginia, wanted to elevate outbound sales and deepen member engagement.
The Challenge
Their Community Relations team struggled with:
- No formal sales training
- Irregular sales methods and low confidence
- Underwhelming outbound outcomes
- Weak member relationship tactics
RCG Workgroup’s ADDIEBased Solution
As a Northern VA sales consulting firm offering sales training and sales management consulting, RCG Workgroup used the ADDIE instructional design model to craft and deploy a structured, results-focused program
- Analysis
Performed a detailed needs assessment with sales leadership to pinpoint skill gaps, process weaknesses, and cultural nuances. - Design
Designed a custom curriculum focused on outbound financial sales, objection handling, communication, confidence, and relationship skills that aligned with AFCU’s culture. - Development
Coordinated with management to develop training assets of workbooks, roleplay scripts, and presentation decks that were all custom tailored to AFCU scenarios. - Implementation
Delivered immersive, onsite, handson workshops that included engaged follow-up for accountability and live coaching during actual member interactions. - Evaluation
Executed structured 30/60/90day followups to track KPIs, reinforce learning, and ensure sustained behavior change.
Results: Measurable ROI & Team Transformation
- 775% increase in outbound sales from $800K to over $7M in under nine months
- Closing ratios and team confidence exceeded expectations
- Improved verbal and non-verbal communication, empathy, and professional presence
- Enhanced morale and sustained performance due to ongoing training accountability
Client Testimonial
“Our annual outbound sales grew from approximately $800,000 annually to over $7 Million in less than 9 months. The confidence level of our team and closing ratio … far exceeded my expectations.”
~ Robert L. Sowell Sr., SVP, Community Relations, Apple FCU
Why RCG Workgroup Delivers Results
- Customized Approach: Training aligned with client culture and sales process
- ADDIE Foundation: Proven instructional design ensuring alignment, consistency, and continuous improvement
- HandsOn Training: Live coaching in actual sales environments speeds adoption
- Measurable ROI: Direct correlation between training and sales outcomes
- Continued Engagement: 30/60/90day evaluations reinforce retention and behavior change
