Creating Sales Tools That Work with — Not Against — Sales Reps

The idea started simply enough: “Can we give store reps a tablet to control the TV?”

AT&T had been investing in engaging, customer-facing content on in-store screens. It was working — shoppers were drawn in, and reps were using the content to support conversations. Naturally, reps asked if they could have a version of their own: something they could control, something to make the sale smoother.

What started as a small content request evolved into a deep dive on how reps really sell — and what kind of tools actually help them do it.

The Challenge
The client’s ask was straightforward: build a tool that allows reps to broadcast relevant content to nearby screens. The assumption? More control would mean better sales support. But I was curious: how exactly did reps want to use content? What would actually help them?

So I launched a research sprint to find out.

Discovery
We built two prototypes:

V1: TV Takeover Tool
Reps could control the screen content from a tablet.
V2: Digital Brochure
A tablet-based catalog reps could hand to customers.
Through in-store testing and interviews, we uncovered something big — neither concept fit. The takeover tool disrupted the natural rhythm of conversation. The brochure forced reps to share the device, giving up control over the sales flow.

Even worse: these tools added complexity to an already broken process.

Reps were juggling four or more asynchronous platforms just to complete a sale. POS systems lagged or crashed. Logins timed out. Tablets froze. This wasn’t a simple issue of “more content.” It was a deeper problem of friction, frustration, and workflow chaos.

Strategy
We brought our findings — including the uncomfortable ones — to AT&T’s retail marketing leadership. I’ll be honest: telling a client their requested solution was the wrong one isn’t easy. But it was the right call.

With their blessing, we scrapped the tablet tool. That decision alone saved major dev costs.

Then we pivoted:
If we couldn’t fix the POS (outside our scope), could we still deliver value?

We proposed and launched an internal microsite — a lightweight, flexible hub with up-to-date content reps could access on any device. It didn’t try to overhaul the system. It simply met reps where they were, with what they actually needed.

Outcome
Impact: The microsite went live for Holiday 2024 and was enthusiastically adopted.
Trust: Our honesty strengthened relationships with leadership and frontline teams.
Momentum: Opened new pathways for cross-functional collaboration around rep tools.
We didn’t just build a thing — we built credibility, which continues to pay dividends.

Reflections
This project reinforced a simple truth:
If you’re listening well, the problem you’re solving will change.

We began by trying to push content. We ended by removing obstacles. That shift — from flashy to functional — is what made the difference.

And the reps noticed.