Telecom: emotional Reset & 5G Sales in Customer Support
Transformed a Tele2 (Kazakhstan) customer support hotline into a proactive 5G sales channel. By resetting the team's cortisol levels and applying behavioral de-rolling, we grew sales by 2.2x in just one week
The Result
5G router sales skyrocketed by 2.2x in just one week after removing the psychological blocks
The team completely stopped stumbling over price objections, focusing instead on solving the client's confirmed problem
The support hotline successfully transformed from a passive "apology center" into a highly effective sales channel
The Challenge
The launch of premium 5G router sales was assigned to the inbound support hotline. Sales immediately stalled. Management blamed the price, and the operators themselves were convinced the product was "too expensive."
The project did not begin as standard sales training, but as the implementation of an expert sales model. The strategy was to position the router strictly as a solution to existing high-speed internet issues. In the first phase, we established this logic, developed a new script, and sent the team to test it with real clients.
However, a week later, only one agent had shown results. A deep dive revealed a hidden psychological barrier: the team consisted of former helpline operators. Their core ingrained pattern was, "We are used to constantly apologizing." This defensive mindset made it physically impossible for them to maintain the authoritative "Expert position" required by the new sales mechanics.
The Solution
We had to completely rebuild both the deal architecture and the operators' behavioral role model:
Price Disregard: To overcome the "too expensive" barrier, operators were instructed to completely remove the price from the conversation. We established a new rule: if a client wants 5G, they already have a frustrating internet problem. The agent's only job is to uncover that pain
Risk-Free Deal Architecture: Operators stopped trying to "sell the box" over the phone. The new conversational goal was simply to schedule a courier visit. The courier would deliver the router, set it up, and run a "turnkey" speed test. The client only paid if they were completely satisfied with the test drive
Identity De-rolling: To break the "apology" habit and build an expert posture, we forced the team to roleplay calls from authoritative social positions (e.g., a CEO or an "Apashka"—a powerful matriarch in Kazakh culture). This physical simulation straightened their shoulders and taught them to communicate with clients as equals
High-Stakes Gamification: To lock in the transformation, we broke intimidating monthly quotas into easy daily targets and launched a direct financial bet between the team and myself. This triggered a dopamine rush, sparked competitiveness, and permanently pulled them out of the "victim" state.