The Head to Head Phone Shop Idol

There are 24,000 mobile phone sales reps in the UK.

The same materials that you use in aeroplanes,

some of it is used in this phone.

And every year, the industry holds a competition to find the best one.

It's the Oscar for the mobile phone industry.

CHEERING

Get in there! Go on!

It's the same as it would be for a journalist to win the Pulitzer.

Or for a writer to win the Booker.

It scares me about what my potential is.

From across the country, top sellers from all the major phone retailers

face a gruelling series of challenges...

What are the camera resolutions for the Samsung Galaxy A5?

13-megapixel camera on the back and a 5-megapixel on the front.

..in front of expert judges.

We are expecting to see people who could sell anything.

So, here we have a flotation device.

-Uh...

-BELL RINGS

I've written down one word and it says "painful".

They've been given the power of being judges,

and I feel that it's really gone to their head.

After six months of intensive tests,

only the very best will win a place in the grand final.

I'd like you to line them up in decreasing battery size.

I'm not going to get my guns out just yet.

And with it, the chance to change their lives forever.

I'm proud of him, I'm proud of him. And...

It seems like, you know, we've done a good job.

I'm emotional because I'm passionate. Not because I'm soft.

It's just so difficult. It's just so tough.

If stress is for you, sell mobile phones.

'And the winner of Shop Idol 2015 is...'

Christ on a raft!

This programme contains some strong language

It's the second regional heat in the annual search

to find the UK's best phone sales rep.

I'm raising my game, it's going up as we speak!

I'm getting it as high as I possibly can.

At the first heat in London last week,

just three reps went through...

SHE YELPS

..to the Shop Idol grand final.

-OTHERS:

-Yeah!

-APPLAUSE

BOTH SCREAM

Now 24 sales associates, all hoping to join them, are descending

on a hotel in Manchester for the final round of tests.

'How did you sleep, Callum?'

Like a champion.

They'll face a series of challenges

which will test their sales skills to the limit.

It's the anticipation of the unknown.

It's obviously not knowing what's going to happen next.

And scary, definitely.

Only the best eight

will win one of the remaining places in the grand final.

If I won, I'd be over the moon.

I've won, that's how my mind's set.

I've already won, so I'm just waiting to pick up my award.

The best sellers from the phone giants have gathered.

I'm Baz, pleased to meet you.

But hoping to beat them

are three lads from one of the industry's minnows.

Callum, Andy and Ryan all work for Fonehouse,

a small independent chain with just 50 stores.

Most people, if they see my store back home

and they see these big guys, it's like,

"Oh, Callum is just shooting a spud gun at a tank," you know.

We play it to win it, obviously.

You know what I mean? We could do with the spondoolies.

It's always the first impression, isn't it? Meet and greet.

Think it's time to go, boys.

I know what I am. I'm good at what I do.

And let's go show people.

Go and get it smashed, you know.

Team Fonehouse have got their work cut out.

Because headed their way is one of the big boys' top sellers,

making a surprise return.

# You're the best! All right!

# Nothing's ever gonna keep you down!

# You're the best... #

EE's star salesman Johnny Brown failed to get through

the Mystery Shop round after the judges criticised his lack of charm.

If you work in retail, you should at least be able to crack a smile.

But John has been given a wild card place in the regionals

and his boss, Sean, is keen to make sure

he doesn't make the same mistake twice.

I want him to smile more. He needs to be more smiles.

I want you to...put the pen in your mouth like that.

Doing OK, so put your head back, up. Down.

Will it be all smiles for the big man or might it all end in tears?

I'm definitely here to win.

As far as I'm concerned, I'm the one to beat.

They're the ones that will be looking to me thinking, "Big boy."

Johnny and the other reps face 12 hours of unrelenting tests

which have been devised by a panel of industry experts.

The regional stage is the toughest part of the competition.

Not only have they got to perform in front of us,

but they've got to perform in front of their rivals.

They have to really... It's sink or swim.

Does this chair lean back at all?

You need to be able to keep your cool

because it's survival of the fittest.

-It's not the most comfortable chair, is it?

-Ooh!

You want to see real passion,

that little spark that'll set you apart from everybody else.

I'm not comfortable with this chair, guys.

They'd better get their act together.

All the candidates are ready to go. It's time for the first round.

We're going to get you to pick an object from the mystery bag.

Once you get that particular object, you have a minute to sell us

the key benefits and features of that particular product.

Jake, if you'd like to grab an object from the bag.

OBJECT SQUEAKS

OK, so we've got a...lovely rubber chicken here, guys.

So, anyone... Anyone got pets? Pets? Dogs, maybe? Yeah? No?

You want to teach them to fetch, you throw the chicken, it goes...

CHICKEN SQUEAKS

I opened up with a rubber chicken.

Try selling a rubber chicken to people who deal with phones.

A salesperson should be able to sell anything.

It's an object close to my heart

cos I make the best Yorkshire puddings in all the land.

'Bring it to life, make it exciting.'

-It's also good body armour.

-OTHERS LAUGH

So, it could be dangerous in the kitchen,

someone doesn't like Yorkshire puddings.

OK, so I'm looking at the judges, I can see clearly

that two people could benefit from this straightaway!

I inadvertently insulted one of the judges. I'm not naming any names.

-HE LAUGHS

-I've got the brick.

'Why did I take a brick?'

I didn't know how to sell a brick. Like, I didn't know what to say.

Like, it was like, a brick.

-Used to build houses.

-BELL RINGS

Back in the holding room, things are getting competitive

amongst the big phone companies' reps.

Best customer service is EE.

As soon as you come into the store, we're so nice to you.

We even make you cups of tea and coffee.

But Team Fonehouse candidate Callum is maintaining a low profile.

It's all right in there, but it's a bit like...willy waving.

Like, "I think customer service is this."

Me and my colleague, Trevor, we set an EE store record. We sold...

Was it 38? 38 new contracts in one day between two of us.

The less I talk in there,

the less information I give away to the competition.

I'm going to wait for my moment with the judges and show them who I am.

I'm not going to get my guns out just yet.

23-year-old Callum works for one of Fonehouse's

quietest stores on Worle High Street in Weston-super-Mare.

I was surprised that a little phone shop in Worle had been put forward

for such a big competition.

Sit down, my love. Get your cuppa down you.

I didn't put any sweetener in it cos I didn't know

-if you wanted any.

-No.

-So, it's as it should be.

Working in such a quiet store, Callum can offer

a level of service which he believes is beyond the big phone companies.

-Go onto settings.

-Oh, you are brilliant, aren't you?

I've been brought in a chocolate flapjack,

I have been brought in a Flake bar, I've been brought in Twixes.

So, I get fed and watered.

-So, Callum. Can I get you to go first?

-OK, go for it.

So, this is a calculator.

You can have accurate calculations with whatever you're doing.

Um, again, this calculator is your friend

so it's that extra tool to back up your mind in those days

that you might not be feeling on top form.

-BELL RINGS

-Perfect timing, thank you, Callum.

I think he did a good job, good pace.

Er, really nice body language.

Yeah, I thought it was a good solid performance.

The next round will test the candidate's product knowledge.

Has anyone revised?

I think I know everything anyway,

but I know I'll get caught out with something.

Know what I mean?

Some people don't even know what a Z3 Compact is in that room,

which is quite scary.

You can revise as much as you want, but if you have a talent,

you have a talent.

Nick Foch, who works for 3 Mobile in Swindon, was dubbed Mr Perfect

after recording 100% on his Mystery Shop.

Mr Perfect, Nick Foch.

He's very scary. He's absolutely amazing.

Talking to some of the other candidates,

I feel a bit bad that they are measuring themselves against me.

I don't think that they should have to.

The back-facing camera on the Sony Xperia Z3 is 20 megapixels.

How many megapixels is the front-facing camera?

It's a 2.2 megapixel.

What is the name of Sony customers' loyalty content app

Sony Backstage.

How many colour options are available for Motorola's Moto X?

Moto X is two, black and white.

The conviction with which Nick answers some questions wrongly

has raised the judges' hackles.

'Nick, he delivers with absolute confidence, but you know,'

he's giving information that's absolutely wrong.

How many cores does a Microsoft Lumia 635 have?

Uh, processor I believe is a quad core processor.

It's a quad core.

It's quad core.

What is HTC's Android UI overlay called?

HTC Sense.

Um, HTC Sense.

Sense.

What does AGPS actually stand for?

I'll stick with assisted, Assisted Global Positioning System.

Is that your final answer?

No, I'll go for accurate.

I'll go for Accurate Global Positioning System.

What is the name of the Sony customer loyalty and content app?

Hmm! No, don't know, don't know.

Some of the questions I fucked up there, like.

But it's done now, there's no point in dwelling on it.

Next to face the judges is Johnny.

And after working on his smile in store,

this is his chance to charm the judges.

OK, Johnny, this is the quick-fire questions around. Here we go.

What is the ideal phone for someone who wants to watch

and stream TV and films on the go?

-A Z3.

-Why?

Um, because it's got a big screen.

The iPhone 6 Plus has a 5.5-inch screen which is bigger than the Z3.

Yeah.

Why would you not recommend that instead?

-Because I've recommended the Z3, that's my recommendation.

-OK.

Cheers.

-You know, he just had a horrible style about him.

-Yeah.

He got really aggressive with me.

He just... "That's my recommendation."

Yeah, justify it. What are you basing it on?

You always have a nice judge.

You always have a judge that can be harsh and nice.

And then you've got the bitch.

Last to face the quick-fire round is 35-year-old Ryan,

who is the oldest member of Team Fonehouse.

I don't think the next round is going to be a good round for me.

Because I'm not sort of tacky and nerdy. I'm not into all of that.

I just sell myself.

# Weren't the first time that I made it

# Weren't the last time I'll never forget it... #

Ryan, who lives in Belfast, has already had one successful career

as a professional singer.

It was amazing.

Going to England, going to Ibiza. We were on Radio 1, the buzz was great.

You know, everything was fantastic.

# There were times when our love was stronger than weak... #

But along with a scene, there comes drink, drugs, all the rest of it.

And I was only too happy to oblige, really.

Ryan's musical dreams fell apart as he became increasingly

dependent on alcohol and drugs.

A lot of people don't understand it.

They just think it's people being selfish and, "Why is he doing that?"

No, but they don't understand. It's just an overwhelming pull.

Gravity times 1,000, you know, pulling you towards it, like.

Ryan has got to young daughters with wife Catherine,

and there's another baby on the way.

It was love for his family which finally helped him off drink

and drugs over three years ago.

My last drink where I went missing for five years -

search parties were out for me.

Decided I was going to go home and face the music.

And she was standing there, waiting on me, to take me.

That for me was a big turning point,

when I realised what I had then.

When I realised that if I didn't change very quickly,

I was going to lose it, like.

For Ryan, Shop Idol signifies a second chance.

What is the name of the Sony customer loyalty and content app?

Pass.

Can you give me three key lifestyle benefits

of the Sony SmartWatch 3?

Health.

Um...

Pass.

What is the size of the camera's aperture

on the Samsung Galaxy S6 Edge?

I'm not sure, pass.

On the Xperia Z3,

how much exterior noise is blocked out, out of 100%?

Um, 97.

97, I think.

Since he's stopped drinking, Ryan has suffered from panic attacks

and the stress of the round has left him struggling.

This is another side of being an alcoholic or an addict, like.

Hard trying to be strong all the time. That's what it is.

-'You know you don't have to be strong all the time.'

-But I do.

I do, like. It's the only way I can survive.

After almost five hours,

the regional heat is at the halfway stage.

Round three is the head-to-head, when things get personal.

First pair is Ahmad and Callum.

'The head-to-head round is really us testing how much

'the salesperson knows about

'the unique selling points of their own company'

that's better, and they can promote to a customer,

than their rival's company.

Callum's been paired against Ahmad from 3 Mobile in Glasgow.

And for him, it's a chance to take on a rep from an industry giant.

When's the last time any of these big chains

walked outside of their shop

into what's surrounding them and actually helped?

Very little.

OK, guys. We will have a minute each.

My little store can give these guys a run for their money. So, yeah.

Time to show that.

Fonehouse Worle is a small shop.

Um, we don't have a large number of footfall.

So we have plenty of time to demonstrate the device to you.

When a customer comes into my store,

I want to find out what they use their phone for.

-So say for example, they...

-How do you find that information?

I ask them questions,

objective handling, so that's my first thing that I focus on.

Do you have a sheet at all for your customer?

I actually have my own cue sheet that I developed myself.

OK, same as me. I have a cue sheet. Find out their name.

With 3, you can use your phone abroad in 18 countries.

You offer them insurance that protects their phone

-in other countries?

-Yes. I actually...

Insurance is the last thing I actually discuss.

-Are you allowed to use your phone abroad?

-Yes, we do.

-Pay-as-you-go?

In certain countries across Europe, we give you up to 100 minutes.

-So that's like getting extra costs.

-No. My shop, I can do what I like.

-OK, do you do unlimited data?

-We do unlimited data.

Just the network can make it really slow the customers.

-OK, guys. That was good.

-Thank you.

If you come to Fonehouse, I can buy you out of your contract early.

But you add the cost of the contract.

Um, but I'm more than happy to subsidise my...

Not content with leaving it in the judging room,

Callum's has decided to take things outside.

Why is it not the best thing for the customer if I'm buying them

out of their contract early and I'm giving them a new handset sooner?

'It is something I do feel passionate about.'

Also, if somebody doesn't like the phone they've got...

My issue isn't with Ahmad, it's with the big chains.

Do your customers have your mobile phone number?

Um, we give our store number, I don't give out my...

Do they have your work number?

Can I have Johnny and Nick, please?

Next up, two of the big hitters, Johnny and Nick, go head-to-head.

With regards to your 4G speed,

-you do have a slightly more advanced 4G network.

-Slightly more advanced?

-Yeah, I would say so.

-How can you justify the word slightly?

-Well, look at it...

-Shall we get our phones out now?

I'll get my phone out and we'll do a speed check now.

We can do that if you want to. Absolutely fine. Let's do that.

Johnny, why can't a customer get it from EE rather than 3?

I'm not hearing the reasons.

The reason is because we've got the biggest and fastest

-and most reliable UK network.

-You say that.

-It's proven.

You were the most complained about network as well.

It was based on Ofcom results.

-We're the least complained about.

-Absolutely smashed him to bits.

I think he's probably going to ring his wife and cry,

down the phone, saying, "I wish I could go back in time

"and be a bit more like Johnny."

Things are getting heated, and it's not just the boys.

Tesco Mobile, we offer a Clubcard point for every deal we do.

So them Clubcard points there, you can triple into days out.

-So, worth double and sometimes triple.

-I'm going to jump in there.

With Carphone Warehouse, we have all the major networks.

And with each major network, comes its own loyalty scheme.

What happens if the networks pull out of your stores, like Phones 4u?

Networks don't pull out of our stores.

If every single network pulled out of Carphone Warehouse,

we'd still function because we've got iD, which is our network.

-But that's only launched yesterday.

-Yes.

It's going very well!

Thank you very much.

I loved that round.

And I think the judges loved me as well.

I personally believe I won because...

Well, we have all the networks. She's just got the one.

So, and even then, she's borrowing it from somebody else. So...

SHE LAUGHS

Definitely smashed her.

While the temperature rises in the judging room,

Andy from Fonehouse Sunderland is still waiting his turn,

and he's stepped outside to take a call.

My nanna's passed away.

Just got a phone call off my sister.

So...

Nightmare. Total nightmare.

I'd just seen her for her birthday on Friday, so...

Went with a bunch of flowers and that.

Haven't told any of the guys or anything, you know.

Didn't want to be mollycoddled or anything, you know.

29-year-old Andy has built some of the best figures in his company...

You see the little 3G sign there?

When that turns off, you see that's a sign that...

-..with an uncanny ability to sell phones.

-That's it.

-Thank you.

-Anything else? Are you pretty happy with that?

-See you later.

I just watch him and go, "How did you do that?"

He'll just create a sale out of nowhere.

-Thanks very much.

-Nice to see youse again, like.

He's sailed into the regionals after impressing the judges

with his Mystery Shop.

-She's a great-granddaughter?

-'Yes, I'm a great-grandma.'

-(You don't look old enough!)

-'Thank you!'

But his preparations suffered a major blow...

-Xperia Z3 Compact.

-It's got a 20.7 megapixel camera.

-..when his workmate Danny...

-Samsung A3?

..who was training him for the competition...

quit the shop after landing a new job in a local factory.

I'm...I'm sorry, mate. It's just the way it is, like.

Despite the news about his nan, Andy has decided to stay and carry on.

But he's chosen not to tell his fellow candidates or the judges.

-Hi.

-Hi, again.

He's been drawn against Lee from Tesco Mobile in Sandhurst.

'So, when you guys are ready.'

We offer some really unique USPs on our contracts.

So we're the only network that offer full capping.

So you can actually cap your minutes, texts and data,

the amount you wish to cap it at.

I think also with a lot of people who shop at Tesco,

they buy into the brand.

Fonehouse is sort of like...

We're a bit different in terms of we're a very small business.

I think people relate...

relate to that a lot more instead of seeing

a big sort of corporate company.

-'Guys, I'm going to stop you there. Thank you, interesting.'

-Pow!

Very interesting.

If it's ruined my chances and stuff, then so be it.

I stayed and I tried my best so...

Not many people would have been able to do that.

My nanna would have wanted it.

She was looking forward to watching it and all that.

So I've just done it for her, you know what I mean?

After nine punishing hours,

the last round is getting underway.

Dan, you don't come across to me as somebody with massive enthusiasm.

Um...I'm quite enthusiastic.

The candidates have one final chance to convince the judges

they deserve one of the eight remaining places in the grand final.

Open listening and active listening is the one thing

that I really pay attention to.

What are our names?

Simon... I want to say Simon.

Where have I got Simon from?

But what they don't know is the one-to-one interviews

will be their sternest test of all.

So, Johnny.

When I asked you about your product recommendation,

-you were very dismissive of my questions.

-I wouldn't say...

-Which I found...

-I wouldn't...

-I thought was quite rude.

That's fine.

I have to say, Nick, the thing that disturbed us

was the quick-fire quiz.

-The questions that you got wrong.

-OK.

-You said it with such confidence.

-Yeah.

That got us thinking, "Is Nick a little bit of a fraud?"

In terms of pretending to know all the answers.

It revealed a few home truths.

I'm still a winner, just not as much of a winner.

Next to face the judges is Ryan.

You know, I did come with a lot of confidence.

You know, I may be suffering from anxiety, slightly.

So I would... Due to just my history, my past.

-So, sort of things that happened within my life.

-What sort of things?

I'm a recovering alcoholic. So I am, so I am.

I have two beautiful wee girls

that I may not have been here to do this for.

You know, if I'd had kept on drinking. You know, suicidal.

You know what I mean? It got to very bad stages.

-This is why I want to do this. To show them what I can achieve.

-Yes.

-Thank you.

-Yeah, no problem. Thanks, folks.

-A lot of heart.

-Yeah, there's a lot of pressure as well as heart.

You know, I don't think we've seen the best of Ryan.

You're right, we didn't see the best of him today.

-But do you want to see him again?

-No.

Most people are scared of walking into a phone shop.

Most people are scared of salesmen.

In my little store, I can change every aspect of that.

Callum, can I stop you there? It sounds really rehearsed, that.

That really sounded really rehearsed, you know.

I want to get right down to the heart of it.

You could say that sounds rehearsed, but I do find that offensive that...

This is... I am passionate about what I do.

If you guys say, "OK. Sorry, Callum, you're not the one,"

that won't change what I do.

I'm just passionate about what I do.

Should I put you through to the next round of Shop Idol?

Please put me through to the next round.

Brrr!

Fuck me.

He has an award for passion and caring.

I tell you what, it almost felt like he was taking the moral high ground.

-Yes!

-It's like he was saying...

-He's too young for it.

-He was saying...

I think he's trying to get across the difference in what he does

in his area and how he is different as a salesperson.

Maybe they don't meet many people that are genuine

and actually speak from...

speak the truth or speak how they feel.

So maybe they were a bit suspicious.

So... But that's not my problem at the end of the day.

I'm tired, I'm exhausted.

I just want to go back to my store and get shit going again.

Last to go is Andy.

-Andy, how do you think you've done today?

-Um...

'What are we looking for?'

A good salesman, you know.

That's the full package, the absolute works.

Let me be honest with you. I've watched your Mystery Shop video.

-Yeah?

-Absolutely...amazing. Really, really good.

Just trying to be normal.

-And today, I'm not seeing the same person that I saw in the video.

-No?

Nightmare.

It's been a tough day, to be honest. Like, I've had a bit of a nightmare.

-Why is it a tough day?

-All sorts.

-Usually...

-Why has it been emotional for you?

Just...

Just with my family and stuff, I've got some bad news today like, so...

And I've tried to like...

I've stayed and pushed through it, you know.

Handled it the best I could, I think.

Considering what's happened and stuff, but it's like... It's hard.

Thanks, Andy.

I've tried my hardest, like, to be honest. It's up to them now, innit?

Never mind. That's it.

Jobs a good 'un. I can go.

All the best.

The final regional heat has come to an end.

Thank you, see you later.

Thank you.

One week later, the judges have made their decision.

I just really, really want this. I really want it.

It's the icing on the cake.

This shop is my cake.

And that award would be the icing.

It's within touching distance, really, isn't it?

You know, if you do get through to this next stage,

you're down to 12 people.

Oh!

I made it. I've done it! So...

Yeah, I'm in the grand finals, so...

Ooh! That's a relief.

-Congratulations.

-Thanks, mate!

-HE LAUGHS

Yeah, so... Yeah, ecstatic. Very happy.

"Congratulations!" You see that there?

That's all I needed to see.

Congratulations means,

"Jake, you are in the grand final of Shop Idol."

Oh, my God!

-I got through!

-SHE LAUGHS

Oh!

-Eek!

-SHE LAUGHS

While it's joy for some,

for others, like Johnny and Katie, it's the end of the line.

Yes! "Congratulations!"

Absolutely wicked. My family will be over the moon with this, like.

That should give them a lift.

It's given me a lift.

I made it through.

Right, so I haven't looked at it.

-WHISPERS:

-Ah!

Brilliant. It's the final.

-So...yeah.

-HE CHUCKLES

HE CHUCKLES

I didn't make it.

Cool beans. Right.

Back to the drawing board.

I'm in on a wild card! Woo!

Next time...

I'd like you to line them up in decreasing battery size.

It's the grand final.

-I had a brain fart again.

-Yeah!

After that, like, I might be toast.

And the pressure begins to tell.

Not good enough.

-They want to break everybody.

-I know this one.

But who will rise to the challenge?

-Oh, it's awful.

-I'm hoping that I don't throw up.

SHE SOBS

# I'm on my way

# I get around

# Not too sure about what I do

# I feel I've got to stop a second just to think it through

# And so I stop

# I'm on my way

# Yeah, I get around. #