#TMSA2019

Transportation Sales Training Workshop

June 11th, 2019

#TMSA2019

Align your sales activities with the buying process

Uninterested

Prospect

Need Identified

Qualify

Decision Criteria

Discover

Evaluate Alternatives

Propose

Make Decisions

Negotiate & Close

Execute Change

Deliver

Ongoing Evaluation

Retain & Grow

#TMSA2019

Tuesday, June 11th

7:30-8:30a Networking Breakfast8:45-9:00a Opening Remarks9:00-10:00a Charting the Course through Demographic Change10:15-11:00a Gaining Access: Break through the Clutter with Compelling Messaging11:00a-12:00p Selling Beyond Price: Leveraging an Effective Value Proposition12:15-1:30p Interactive Roundtable Discussions (Working Lunch)1:45-2:45p Pipeline Management: Growing a Book of Business2:45-3:30p Marketing & Sales Expo and "Island Prize Drawings"3:00-3:45p Sales Coaching & Enablement: Developing the "A" Team3:30-4:30p Deep Dive Into the Customer Experience (CX)3:45-4:30p Build vs. Buy? Increasing Sales through Learning & Development5:30-7:00p TMSA Island Beach Fling7:00-10:00p TMSA Dine-Around

#TMSA2019

Gaining Access

Break Through the Clutter with Compelling Messages

#TMSA2019

In this session you will:

• Identify your highest potential leads• Differentiate yourself in any mode of

communication• Leverage social media to turn a prospect into a

warm lead• Navigate barriers to gaining access

#TMSA2019

Focus your efforts

Sour

ce: D

igita

l Sal

es T

rans

form

atio

n in

a C

usto

mer

Firs

t Wor

ld

#TMSA2019

Clarify your ideal customer

ü Focus on higher quality leads

ü Meet sales goals more consistently

ü Extend average customer lifetime

ü Get more referrals

#TMSA2019

Leverage your ICP to sell more effectively on social media

#TMSA2019

How would you like your customers to perceive you?

#TMSA2019

Gaining access

1. Intro2. Hook3. Purpose4. Close

#TMSA2019

Navigate barriers to gaining access

Barriers to gaining access

Strategies for success

#TMSA2019

Key Takeaways

• Complete your ICP• Sketch out 1-3 personas• Practice and review

your gaining access call/email/voicemail

• Increase your success rate by targeting your ideal customers• Leverage personas to

clarify messaging• Prepare clear messaging

for gaining access

Next Steps

#TMSA2019

Selling beyond price

Leveraging an Effective Value Proposition

#TMSA2019

In this session you will:

• Creating a compelling value proposition for your product or service

• Communicating a compelling value proposition• Navigating and responding to objections

#TMSA2019

Value props follow a simple equation

Market / Customer

NeedSolution Impact Value

Proposition

Concern/IssuePain/Gain

Your product or service

The impact on the need

#TMSA2019

J.B. Hunt’s 360box

• Shippers reserve the boxes• Carriers bid on them through the app• Boxes are picked and dropped

without the driver needing to wait to load/unload

“The trailer pool adds flexible capacity to a company’s operations, and the drop-and-hook service eliminates wasted time at the dock. This also helps

drivers be more productive with their time, which is limited and valuable. As much as one-third of a driver’s day could include idle time and empty miles.”

#TMSA2019

Craft your own value propIn your learning journal, complete a value prop for one of your customer concerns

#TMSA2019

Give your value prop a quality check

• Slogan• Description• Info

Should be written in your customer’s words!

#TMSA2019

Prepare for your common objections

ObjectionObjection

#TMSA2019

Handling objections is a skill to hone!

• Reframe your view

• Seek them out

• Keep track of your most common objections

#TMSA2019

REAP the benefits from objections

Recognize Explore Address Progress

#TMSA2019

Key Takeaways

• Fine-tune and gather feedback on your Value Prop

• Try a few things from the social selling tips

• Track your common objections to prepare for them

• Practice REAP so it becomes natural!

• Value props follow a simple equation• A great value prop is in

your buyers language• REAP the benefits of

“objections”

Next Steps

#TMSA2019

Pipeline ManagementGrow a Book of Business

#TMSA2019

Capturing new accounts is a top goal for many organizations, yet revenue from new customers averages only

29.9% of total revenues.

CSO Insights (Miller Heiman)

#TMSA2019

In this session, you will

• Strike the right balance between new customer acquisition, existing customer expansion and retention

• Determine strategies for retaining and growing your customer portfolio

• Ensure you are spending your time on the right activities

#TMSA2019

Grow a Book of Business

Uninterested

Prospect

Need Identified

Qualify

Decision Criteria

Discover

Evaluate Alternatives

Propose

Make Decisions

Negotiate & Close

Execute Change

Deliver

Ongoing Evaluation

Retain & Grow

#TMSA2019

Activities to increase customer retention and maximize customer

growth potential

#TMSA2019

#TMSA2019

High Value Activities to Retain & Grow

Ask for feedback Trigger Events Ask Questions Identify Needs

#TMSA2019

In what ways can we ask or receive feedback from our customers?

#TMSA2019

Trigger events loosen the grip of the status quo and catalyze change

#TMSA2019

Look for…

Company Your ContactsFinancial or structure changes New job, promotion, newsPlans for future Things they followProblems they face Posts, blogsCompetitive changes Commonalities: education,

work history, associations, events, interests

Internal changes (process, people, products)

#TMSA2019

Be curious; ask questions!

Individually: Review the list of questions provided and put a star next to the 3 best questions and a X next to your 3 least favorite

In small groups: Compare your top questions and discuss when and why these questions would be valuable. As a team, identify your top 3 questions.

#TMSA2019

Most Questions are Good Questions!

• Are you asking the right person?• Are you asking at the right time?• Are you asking in the most effective way?

Great questions lead to actionable insights!

#TMSA2019

Identify New Opportunities

Ask

Que

stio

ns to Identify

needs

Ask

Que

stio

ns to

Understand impact to buyer

Ask

Que

stio

ns to

Understand impact to Department or Org

Sum

mar

ize a

nd v

alid

ate What you

have heard

Clar

ify a

nd A

gree

to Next steps

#TMSA2019

The greatest salespeople are not great closers. Rather, they are skilled openers of new selling opportunities.

#TMSA2019

Key Points

• Be curious.• Well-crafted questions,

rather than statements, defuse objections.

• Make time for the high value activities in your day-to-day routines

Next Steps:

• Share your learning journal with your manager

• Schedule routines to stay current on your customers

• Change the conversation

#TMSA2019

Sales Coaching & Enablement

#TMSA2019

In this session, you will:

• Identify where your employees are ‘getting stuck’ • Put coaching strategies in place • Gain ideas on how to shape a culture of accountability

and continuous development

#TMSA2019

Allego presents,The State of Sales Coaching 2019

#TMSA2019

Sticky SituationJane is one of your best sales performers and is nearing her 5 year work anniversary. She is self motivated and a natural leader. She has ambitions to lead a Sales team but in recent

months, her accounts have plateaued and she is feeling frustrated. You feel strongly that she needs to turn her

business around before she can be promoted. She is stuck …

What’s going on here? How do you help Jane to get unstuck?

#TMSA2019

Evaluate the Situation

Identify core task or sticky

spot

Determine your game

plan

Know the role you want to

play

#TMSA2019

Evaluate the Situation

q Do they have the skills, knowledge and ability to complete the specific task at hand?

q Do they have the desire to succeed at this task?q Are they willing to complete this task?q Do they have the support they need to complete

this task?q Have you set clear expectations for this task?

#TMSA2019

Remember,

§ Evaluate the situation to determine where your employee is getting stuck

§ Focus on the task; not the person§ Even your highest performers will struggle at

times§ Sometimes willingness can overshadow ability

#TMSA2019

Evaluate the Situation

Identify core task or sticky

spot

Determine your game

plan

Know the role you want to

play

#TMSA2019

Determine your Game Plan

• Coach or train?• Provide guidance or support?• Support their development

plans?• Set expectations?• Let them figure it out?• Provide encouragement?

#TMSA2019

Allego presents,The State of Sales Coaching 2019

#TMSA2019

Allego presents,The State of Sales Coaching 2019

#TMSA2019

Know the Role you Want to Play

Coach• Ask Questions• Enable Self Discovery• Future Focused

Teach• Ask Directive Questions• Provides Information• Seek Specific Answers• Often Highly Structured

Mentor• Answers Direct

Questions• Provides Information

Sources• Structured• Seeks Alternative

Answers

#TMSA2019

In the Moment Coaching vs Coaching for Development

#TMSA2019

Feedback…

• Behavior based• Your attitude matters• Impact of behavior or actions• Timing – as soon as appropriate• Actionable

#TMSA2019

In the Moment Coaching vs Coaching for Development

#TMSA2019

Team & Individual Development Plans

Team Development• Common sticky place• Chance to reset

expectations• Chance to offer up new

way of doing things• Skill important to all

Individual Development• Specific skill or

knowledge to build• Focused on current

gaps or future needs• Can include a variety of

formal and informal learning activities

#TMSA2019

Coaching for Development

• Conversation starters• I noticed…

• Strategic Coaching Questions• How did that… ? What impact … ?

• Ask for input – next steps, ideas, resources• What do you think… ?

• Validate next steps

#TMSA2019

Develop routines that promote growth and development • Regular 1x1 conversations

• Scheduled• Simple agenda• Employee driven, Manager facilitated

• Ask questions that allow employee to reflect• Create visual reminders of development goals

(post its, form, buy the book, etc.)

#TMSA2019

Key Points

Evaluate the Situation

Identify core task or sticky spot

Determine your game plan

Know the role you want to play

• Focus on the task• Coach in the moment &

for development• Develop routines that

promote growth and development in individuals and teams

Next Steps:

• Action items• Ask questions to best

evaluate the situation• Ask for feedback on

coaching styles

#TMSA2019

Do you have the capabilities to meet your goals?

#TMSA2019

Build vs. Buy

Increasing Sales Effectiveness with Your Organization’s Learning and Development

Program

#TMSA2019

From Zero to HeroEffective Sales Onboarding

• Improves Quota Attainment by 16.2%• Speed up ramp time to full productivity by 17.9%• Decreases voluntary turnover by 6.3%

CSO Insights - 2018 Sales Performance Study

#TMSA2019

Sales Effectivenessan Integrated Approach

• Talent Acquisition• Initiation and Acclimation• Focused Learning• Dynamic Coaching• Ongoing Professional Development

#TMSA2019

A Funny Thing Happened on the Way to the Forum

• 62% of organizations consider themselves ineffective at onboarding new sales hires (Sales Management Association)

• 79% of organizations lack effective ongoing enablement beyond onboarding (CSO Insights)

• 70% of organizations are leaving sales coaching up to managers to be done ad hoc or informally (CSO Insights)

#TMSA2019

Drum Roll Please Today’s Panelist Include: • Holly LaBoda – Partner and Co-Founder at Luminaries Consulting

• Michael Matte – Sr. Director of Business Development and Marketing at Dupre’ Logistics, LLC

• Crystal Lahr– Sales Director at ATS Logistics, Inc.