Orange has launched a talent and development programme to redefine how it will attract, evaluate, train, coach and reward sales staff.

The Orange Sales Academy is part of the telecommunications firm's sales transformation programme, designed to deliver outstanding sales performance.

The academy will launch with evaluation and training for all sales staff to help them adopt best practice. The programme will incorporate personalised training and development and give employees a better idea of the career development opportunities open to them.

In the longer term the company hopes to train managers to be coaches and develop an effective in-house training team.

Orange is in the process of revising pay plans, bonuses and incentives and introducing new reward and recognition schemes as part of the initiative.

Jean Pascal Von Overbeke, vice-president for sales and loyalty at Orange UK, said: "Our vision is to build a world-class sales team that is motivated and inspired and knows how to deliver the right customer experience and return for Orange.

"We are making a serious investment in our people and Orange Sales Academy reflects our desire to attract and develop the best salespeople."