Case Study: Jury’s Inn

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We are sales people that train. We make live calls during training to demonstrate the practical techniques we share.

How we worked with Jury’s Inn


  • To increase the conversion rates from an inbound enquiry into a booking
  • To increase their average order value
  • To proactively gain referrals
  • To make more show rounds and improve the conversion into a booking
  • To generate more meetings from cold calling


  • Operating in a competitive market place which had become largely price driven
  • Too many tentative enquiries where people are only interested in a quote
  • Quotes not being followed up effectively
  • Referrals not proactively asked for
  • Lack of new business meetings made by cold calling
  • Poor feedback on our customer service

The Training Course

Sales Doctor delivered a forty eight day bespoke training programme (4 days a month) which included:

  • Telephone manner and techniques on handling inbound enquiries
  • How to follow up on quotes
  • How to ask for a referral
  • How to cross sell and up sell to increase the average order value
  • How to manage the sales team
  • How to present effectively
  • How to deliver world class service

The Results

Jurys Inns saw a dramatic boost in customer confidence, more bookings and ultimately an increase on the bottom line.

  • We increased conversion rates by 28% from an enquiry into a booking, resulting in an additional £240,000 Net profit over the year.
  • We increased our average order value by over 12% per booking.
  • My team proactively gained referrals, which they never did prior to training.
  • We increased the number of show rounds by over 40% and increased the conversion into a booking by 21%.
  • My team almost doubled the amount of new business meetings generated from cold calling.
    Our customer feedback surveys showed a dramatic increase from 55% to 91%.


Testimonial Stuart Leckie
  • Stuart Leckie
  • Head of Sales

“We were very impressed with the professionalism and enthusiasm that Sales Doctor brought to the table. All our delegates thoroughly enjoyed the training and it is making a huge difference to our business. The creativity, motivation and attention to detail by the trainers transformed a difficult subject into something enjoyable and commercially successful. We will certainly be using Sales Doctor in the future.”


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