Stop the Sales Insanity:How 5 Simple Stages Can Radically Transform Your Sales Force
Mike Kunkle
Founder & Sales Transformation ArchitectTransforming Sales Results, LLC
Philip Levinson
Vice President, Product MarketingEdCast
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Phil is…VP of Product Marketing at EdCast, working closely with customers that include GE, HPE, Dell EMC, Accenture, Salesforce and others. He is also a Contributing Columnist at Business Insider, with recent articles on enterprise sales, enterprise marketing, customer success and HR.
Phil previously served as VP of Sales for WaterSmart Software and was the first Advisory Board member of eBay.
Philip LevinsonVP of Product Marketing
How 5 Stages Can Transform Your Sales Force 2
Your Presenter
Follow Mike & His ContentSMM Webinars http://bit.ly/STSTonSMM
BrightTALK Webinars http://bit.ly/TheSalesExpertsChannelBlog http://www.transformingsalesresults.com
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Mike is a respected sales transformation strategist and sales training/sales enablement expert. He’s spent 22 years as a corporate leader or consultant, helping companies drive dramatic revenue growth through best-in-class learning strategies and his proven-effective sales transformation methodologies. Today, Mike is leading TransformingSales Results, LLC, writing, speaking, leading webinars, designing sales learning systems, and guiding clients through all aspects of their sales transformation.
TransformingSalesResults.commike.kunkle@transformingsalesresults.com
Mike KunkleSales Transformation Strategist
How 5 Stages Can Transform Your Sales Force 3
Our Plan for Today
• Common traps that prevent companies from improving sales results
• The Sales Learning System• The 5 Stages of Sales Behavior
Change• How EdCast supports sales
performance improvement• How to design a sales readiness tech
stack.
4How 5 Stages Can Transform Your Sales Force 4
Common Sales Improvement Traps
• Thinking that investments in tools / technology yield more than investments in people
• Too many initiatives that produce too little return (no focus)• “Faster, harder, longer” instead of a systems approach• “Flavor of the month” initiatives (no follow-through)• Too little frontline sales manager involvement• Training without a behavior-change plan• Training content that won’t work, if used.
How 5 Stages Can Transform Your Sales Force 6
Sales Learning System
• Ensure content matters• Design great learning• Engage managers• Sustain knowledge/transfer skills• Coach to mastery• Measure for success• Manage performance• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
How 5 Stages Can Transform Your Sales Force 8
Sales Learning System
• Ensure content matters• Design great learning• Engage managers• Sustain knowledge/transfer skills• Coach to mastery• Measure for success• Manage performance• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
How 5 Stages Can Transform Your Sales Force 9
Sales Learning System
• Ensure content matters• Design great learning• Engage managers• Sustain knowledge/transfer skills• Coach to mastery• Measure for success• Manage performance• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
How 5 Stages Can Transform Your Sales Force 10
Sales Learning System
• Ensure content matters• Design great learning• Engage managers• Sustain knowledge/transfer skills• Coach to mastery• Measure for success• Manage performance• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
How 5 Stages Can Transform Your Sales Force 11
Sales Learning System
• Ensure content matters• Design great learning• Engage managers• Sustain knowledge/transfer skills• Coach to mastery• Measure for success• Manage performance• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
How 5 Stages Can Transform Your Sales Force 12
Sales Learning System
• Ensure content matters• Design great learning• Engage managers• Sustain knowledge/transfer skills• Coach to mastery• Measure for success• Manage performance• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
How 5 Stages Can Transform Your Sales Force 13
Sales Learning System
• Ensure content matters• Design great learning• Engage managers• Sustain knowledge/transfer skills• Coach to mastery• Measure for success• Manage performance• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
How 5 Stages Can Transform Your Sales Force 14
Sales Learning System
• Ensure content matters• Design great learning• Engage managers• Sustain knowledge/transfer skills• Coach to mastery• Measure for success• Manage performance• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
How 5 Stages Can Transform Your Sales Force 15
Sales Learning System
• Ensure content matters• Design great learning• Engage managers• Sustain knowledge/transfer skills• Coach to mastery• Measure for success• Manage performance• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
How 5 Stages Can Transform Your Sales Force 16
The 5 Stages of Sales Behavior ChangeStage 1:
Knowledge Acquisition
Acquire the knowledge behind the skill with examples, and with
assessments/tests to validate learning
occurred.
eLearning, Classroom Instruction (FTF or
Virtual), Assessments,
Learn something new.
Stage 2: Knowledge
Sustainment
Sustain the knowledge; reverse the “forgetting
curve.”
Q&A, Check-Ins, Assessments Learning
Reinforcement Systems
Don’t forget it. Just because they
learned something, doesn’t mean
they’ll retain it.
Stage 3:Skill
Development
Develop and practice skills. Convert knowledge into
behavior.
Flipped Classrooms, Role Playing, Live Simulations, Virtual
Coaching Tools
Just because they know and
remember, doesn’t mean they can do
it.
Stage 4:Skill
Transfer
Apply the newly-acquired and practiced skills in the workplace.
Mentoring and Preparation to Use Skills, Forms/Job Aids/Performance
Support
Just because they can do it, doesn’t mean they will.
(Skill/Will Matrix)
Stage 5:Skill
Mastery
Guide and coach reps to skill mastery and
performance outcomes, over time.
Sales Analytics, Field Training and Coaching, Coaching Forms and
Tools
Just because they tried it, doesn’t mean they did it
well or will continue to do it.
STAGE:
WHAT:
HOW:
WHY:
How 5 Stages Can Transform Your Sales Force 17
Sales Learning System: Going Beyond the 5 Stages
• Ensure content matters• Design great learning • Engage managers • Sustain knowledge/transfer skills• Coach to mastery • Measure for success• Manage performance• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
• Stage 1• Stage 1• Stages 1-5• Stages 2-4• Stage 5
• Measure for success• Manage performance• Lead & manage change
Cementing into Culture
How 5 Stages Can Transform Your Sales Force 18
Better Sales Behaviors = Better Sales Results
How 5 Stages Can Transform Your Sales Force 20
• Decreased ramp-up time by: 23%, 34%, 47%, 52% (3-18 months)• At 120 days, new reps outperformed a control group of 5-year reps
by 21% (6 months)• $398mm YoY revenue increase, $9.96mm net profit increase, and a
400% ROI (12 months).• Increased sales/rep in the 90 days after training by 2.3/month – avg.
increase of $183k/class or $36.6mm/year (9 months)• Improved average profitability/new reps by 11% (4 months)• Improved win-rate by 16% (6 months)• Increased quota attainment by 36% YOY (12 months).
RAMP TO REVENUE SALES CYCLE ACCELERATION
INCREASE REVENUE/CUSTOMER
COACHGUIDEME: IN-APP TRAINING
KPIs
SALESU CAPABILITIES
SALESU HELPS SALES TEAMS TO RAMP FAST, CLOSE FASTER
INSIGHTS: CONTEXTUAL INFO
CRM GuideMe Coach Insights Close Deals & Grow Accounts
1 2 3
Interactive walkthroughs of customized versions of key sales services
(e.g., Salesforce,
Apttus, Steelbrick)
Get daily feed of relevant
internal/external content to enhance
conversations with prospects/ opportunities
Video coaching & role-play via mentors and AI to perfect pitch
and demo (amidst
changing circumstances)
SALES EFFICIENCY STACK FOR THE BUYER JOURNEY
In-app product training:
● Sales Tools (Salesforce, Apttus, Steelbrick)
● Your company products (for SaaS/Software companies)
● Create in any format (In-line GIF, video, PPT, PDF or GIF)
● Post anywhere (In-line, inside Salesforce app, Slack, Yammer, SAP Jam, email)
GUIDEME: IN-APP TRAINING GuideMe
1
COACH
Role-play & Screencast on mobile or desktop for perfecting pitch & demo● 100% private with
AI-based or Coaching/Mentor feedback
● Coaching from experts
● View all-star demos● Video livestreaming
Coach2
Inline Insights at Opportunity level
Curated Channels
Diverse Data Sources
● Internal (Box, G Drive, Sharepoint)
● External (WSJ, Bloomberg, Lynda.com, HBR, CB Insights)
INSIGHTS: CONTEXTUAL INFO [demo]Insights
3
Sales Readiness ensures sales reps and managers are prepared with the competencies and resources needed to engage with potential buyers and current customers, uncover opportunities, and manage those opportunities to a successful conclusion. That outcome is achieved through training, knowledge sustainment, skills transfer, coaching to mastery, the strategic use of content, and sound sales management practices.
for Training for Coaching
Train | Assess | Track Validate | Coach Transfer Support
Sustain | Guide
Inside Sales“Game Film”
Field Sales“Game Film”
Sales Asset Mgt. & Buyer Engagement
1 3
2
4
5a
5b
EPSS / Workflow Performance Support
for Transfer
Example Sales Readiness Tech Stack
Manager Toolkits
Sales Playbooks
START
Training Content / Sales Methodology
Digital Transformation / IoT Expertise
6
7
• What was your biggest take-away from today’s session?• What will you try first or do next?
Take-Away | Next Steps
30
Please reply in the Chat / Q&A
section!
Appendix: Reading on Mike’s Four Sales Systems• Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview• Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection• Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport• Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning• Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement
How 5 Stages Can Transform Your Sales Force 33
Appendix: Thought Leadership from EdCast
How 5 Stages Can Transform Your Sales Force 34
• Why Your Sales Ramping is Way Too Slow and How to Accelerate It
https://www.edcast.com/corp/webinar-sales-ramping-way-slow/
• Does your Company Have a Content Discovery Problem?
https://www.edcast.com/corp/does-your-company-have-a-content-discovery-problem/
• 4 Ways Knowledge Networks Minimize Future Risks for Organizations
https://www.edcast.com/corp/4-ways-knowledge-networks-minimize-future-risks-organization/
• Why Content Fails: Designing the Learner’s Experience
http://webinars.futureworkplace.com/webinar/2384
• Solving the Content Discovery Problem https://www.edcast.com/corp/webinar-solving-the-content-discovery-problem/
For more information:Contact Mike / TSR:
THANKS for your time and attention!
www.linkedin.com/in/mikekunklewww.mikekunkle.com/connect www.TransformingSalesResults.com
www.linkedin.com/in/plevinsonwww.twitter.com/[email protected]
Contact Phil / EdCast: