Sky is looking to increase sales through independent retailers by 80 per cent during the next three years.

“We want customers to get a good experience from Sky, which means that demonstration, service and installation is very important,” said national sales controller of Sky Independents Barry Shuter (pictured below).

“I am confident that we can increase the sales through the independents – this is the time to really grab it with both hands to get your fair share of the market,” he said.

The broadcaster is pleased with the results of its nine-date roadshow this autumn to tell independents across the UK about its new strategy. Feedback from independents, it said, has confirmed that the events were a resounding success as it looked to build a network of 300 authorised independent retailers.

As well as attracting potential new partners to join the network of independents, the roadshows also told existing partners what the new strategy will mean for them.

As well hoping to boost sales of its satellite TV service through independents by 80 per cent over the next three years, the broadcaster is also hoping for a 45 per cent increase in broadband and Talk sales through independents during the next six months.

“Sky will actively drive sales into your business by increased marketing support,” Mr Shuter said.

“We are looking to clearly establish independents as ‘Your local Sky expert’.”

Andrea Tickner, Sky’s Southern regional sales manager, said that a “significant budget” had been allocated to the development and delivery of bespoke training to the Approved Sky Agents (ASA) network, with 16 modules designed to encompass the basics of selling Sky.

Ms Tickner explained the rationale behind a new mystery shopping programme, which is conducted by GfK.

She said: “Since July, we have been obtaining excellent feedback that is helping independents identify areas for development and capitalise upon new opportunities.

“Each quarter a selection of ASAs will be visited, with prizes awarded to top-scoring accounts.”

Sky also used the roadshow to launch a multiple-branch ASA staff incentive scheme, which sees ASA staff rewarded with high street vouchers for all new Sky contracts.

The scheme also features a dedicated new website for staff members, located at www.skyindies.co.uk/incentives.

The roadshow was also used to unveil new point-of-sale materials and Sky exclusive promotions, as well as giving dealers the chance to benefit from advice on areas such as making the most of their database, training staff, and maximising profits.

The POS package options include blade signs, a pavement sign and a demo and window unit.

While the relationship between Sky and independent retailers is long and established, Mr Shuter said that Sky’s business model has diversified, which has presented challenges, but he said that there still remains a clear fit for the independent route to market.

He described Sky’s new strategy as a joint venture with independent retailers.

“I want you to join me on this journey,” he said.