Enabling, Empowering and Retaining Sales Professionals In...
Transcript of Enabling, Empowering and Retaining Sales Professionals In...
© Copyright 2016, A Division of Miller Heiman Group
Enabling, Empowering and Retaining Sales Professionals
In A Digital World@tamaraschenk | research director | October 12, 2018 | Sofia
© Copyright 2016, A Division of Miller Heiman Group
Educating sellers begins with
understanding buyers
© Copyright 2016, A Division of Miller Heiman Group
Agenda
Tamara Schenk
Research Director
CSO Insights, The Research Division of
Miller Heiman Group
Twitter: @tamaraschenk
LinkedIn: http://www.linkedin.com/in/tamaraschenk
Email: [email protected]
1. Buyers: Modern buyers are changing
faster than salespeople
2. Sellers: Enabling sales professionals has
never been more challenging
3. Sales Enablement: An emerging
discipline and the role of digital learning
4. Critical success factors and Takeaways
© Copyright 2016, A Division of Miller Heiman Group
Buyers are changing faster than sellers
• Age of the customer, digital
transformation
• Ever-changing buyer behaviours
• MORE people (6.4 buyers), MORE
processes and MORE “politics“
• Exploding product portfolios
• Available selling time only 30%
HOW to sell has changed -> New skills, knowledge, methods to be learned
© Copyright 2016, A Division of Miller Heiman Group© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
Buyers do a lot on their own
wait until they have
identified their solutions
70.2% wait until after they have fully defined needs
44.2%
only lock
down the details20.2%
Customer’s Path
Source:
2018 CSO Insights Buyer Preferences Study
© Copyright 2016, A Division of Miller Heiman Group© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED. 6
90%Buyers are willing to engage sellers
earlier, if the buying scenario is:
New to them
Complex
Risky for the
organisation
Risky for
them
At least one of these
criteria can be applied to
almost every opportunity
However, they are willing to engage sellers earlier
Source:
2018 CSO Insights Buyer Preferences Study
© Copyright 2016, A Division of Miller Heiman Group
The reason why they don’t do it more often…
Source:
2018 CSO Insights Buyer Preferences Study
43.0%
35.4%
33.6%
23.0%
#1
#2
#3
#9
Experts from their
industry or third parties
Vendor website
Events, conferences
Salespeople
Salespeople are seen as
salespeople...
NOT as problem solvers!
© Copyright 2016, A Division of Miller Heiman Group
Buyers’ preferences are not surprising
Understand my
business and role
Excellent
Communications
Focus
on post-sale
Preparation is
mandatory
Communication skills
matter
Developing the
established
relationships
1 2 3
Source:
2018 CSO Insights Buyer Preferences Study
Provide insights
and expertise
The hard part:
Perspective
4
© Copyright 2016, A Division of Miller Heiman Group
Agenda
1. Buyers: Modern buyers are changing faster than salespeople
2. Sellers: Enabling sales professionals has never been more
challenging
3. Sales Enablement: An emerging discipline and the role of
digital learning
4. Critical success factors and Takeaways
© Copyright 2016, A Division of Miller Heiman Group
Everyone wants to help sales…. a salesperson’s reality
New skills training (social selling)
New product training
New process training (new CRM)
New methodology training
New sales content has been launched
New playbook to be used
New value messaging training
New industry content
New training (business acumen)
New proposal templates to be used...
What would you do?
Salespeople often switch off the noise!
© Copyright 2016, A Division of Miller Heiman Group
The challenge
Engaging, equipping and empowering SALESPEOPLE
in the DIGITAL AGE to ensure
they are RELEVANT, VALUABLE, and DIFFERENTIATING
in every BUYER INTERACTION
has never been more CHALLENGING!
© Copyright 2016, A Division of Miller Heiman Group
Current confusion on “sales enablement”
“It’s just another word for L&D“
“It’s all about sales content and
technology“
“Isn’t this just sales operations“
“It’s more sales readiness, or field
readiness“
“It’s just about sales effectiveness“
© Copyright 2016, A Division of Miller Heiman Group
Sales enablement is different
Enablement cannot be put IN a box like
any other function!
• It is different!
• It is always cross-functional
• It orchestrates ALL enablement efforts
across all “boxes“
• Along the customer’s path!
© Copyright 2016, A Division of Miller Heiman Group
Agenda
1. Buyers: Modern buyers are changing faster than salespeople
2. Sellers: Enabling sales professionals has never been more
challenging
3. Sales Enablement: An emerging discipline and the role of
digital learning
4. Critical success factors and Takeaways
© Copyright 2016, A Division of Miller Heiman Group
Clarity step 1: Defining enablement
Sales Force Enablement — A strategic, collaborative discipline
designed to increase predictable sales results
by providing consistent, scalable enablement services
that allow customer-facing professionals and their managers
to add value in every customer interaction.
Source:
2017 CSO Insights Sales Enablement Optimization Study
Digital
Learning
© Copyright 2016, A Division of Miller Heiman Group
Sales enablement: a fast growing discipline
• Young discipline
• Many new people
involved in a short
amount of time
The need for
clarity has never
been greater!
Source:
2017 CSO Insights Sales Enablement Optimization Study
© Copyright 2016, A Division of Miller Heiman Group
Implementing enablement: Polishing a rough diamond
Imagine enablement as a rough diamond.
A rough diamond has to be cut and polished to shine ...
... and that requires a strategy!Source: Oriana Jewels
© Copyright 2016, A Division of Miller Heiman Group
Clarity step 2: The enablement clarity model
• Helps you to cut and
polish all enablement
facets based on YOUR
context!
• Allows you to create a
strategic enablement
discipline
© Copyright 2016, A Division of Miller Heiman Group
Enablement services overview
Top Enablement Services for
Salespeople:
1. Sales training
2. Sales tools
3. Sales process improvements
4. Sales Content
5. Coaching
6. CRM/Enablement technology
7. Onboarding
Top Enablement Services for
Sales Managers:
1. Sales coaching skill
development
2. Enablement analytics and
metrics
Source:
2017 CSO Insights Sales Enablement Optimization Study
© Copyright 2016, A Division of Miller Heiman Group
Sales training/learning defined
• Knowledge training:
Examples are e.g., product training, industry and market training. The primary
purpose is to transfer knowledge. Often used to prepare another training
• Methodology training:
Helps salespeople and managers to understand what to do and why, based on
the knowledge training. Methodology training helps them to connect the sales
process to the customer’s path
• Skills training:
Helps salespeople and managers to learn how to apply what they have learned,
e.g., messaging skills, skills to apply a process, a methodology;
communication, questioning, socal selling skills, and sales coaching skills
© Copyright 2016, A Division of Miller Heiman Group
Training modalities: E-learning is emerging
Source:
2017 CSO Insights Sales Enablement Optimization Study
© Copyright 2016, A Division of Miller Heiman Group
Digital Learning / E-Learning data
“The e-learning market worldwide is
forecast to surpass 243 Billion USD by
2022.” --www.statista.com
“…the self-paced e-learning product
market … is projected to decrease to
33.5 billion USD in 2021.”--www.statista.com
“Global E-Learning Market
2017 to Boom $275.10 Billion
Value by 2022 at a CAGR of
7.5%.” – Orbis Research
© Copyright 2016, A Division of Miller Heiman Group
A sales leaders’ experience with eLearning
Source: Byron Matthews, Tamara Schenk: “Sales Enablement: A Master Framework To Engage,
Equip, And Empower A World-Class Sales Force”
“We are a large company with over 300 sales professionals across 24 countries. The
traditional face-to-face training methods just are not fit to scale across such
an extensive organization, so we needed a more efficient and cost effective way to upskill
our sales teams.
Fortunately, we have had eLearning in place for over 10 years [… ] and have an extensive
library of programs.
We mapped our sales competencies to programs in our eLearning platform and could
identify courses, books and videos that could be used for the personal development for our
sales professionals. To address individual development, managers were required to
complete a development plan in collaboration with every team member.”
--Boris Kluck, VP Sales Operations Cable & Wireless Communications
© Copyright 2016, A Division of Miller Heiman Group
Training quality matters, regardless
which modality was used.
If sales training exceeds expectations,
quota attainment can be improved...
• Social Selling training by 33.1%
• Onboarding by 21.3%
• Methodology/process training by 17.1%
If training needs major redesign,
you cannot even achieve average
performance!
*compared to the study’s average quota attainment of 57.7%
Source:
2017 CSO Insights Sales Enablement Optimization Study
© Copyright 2016, A Division of Miller Heiman Group© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
Effective onboarding is a “must have”
25
57.3%
49.3%
Meets/
Exceeds
Expectations
Improvement/
Redesign
Onboarding
average quota attainment: 53.7%
Onboarding quality matters:
• Onboarding that meets/
exceeds expectations can
improve quota attainment
by 6.7%
• Onboarding that needs
redesign increases the
voluntary turnover rate from
7.9% up to 14.2%
© 2017 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.
© Copyright 2016, A Division of Miller Heiman Group
Agenda
1. Buyers: Modern buyers are changing faster than salespeople
2. Sellers: Enabling sales professionals has never been more
challenging
3. Sales Enablement: An emerging discipline and the role of
digital learning
4. Critical success factors and Takeaways
© Copyright 2016, A Division of Miller Heiman Group
Takeaways and critical success factors
Source: Byron Matthews, Tamara Schenk: “Sales Enablement: A Master Framework To Engage,
Equip, And Empower A World-Class Sales Force”
Understand
the buyers and
the sales force
Who are our buyers? How do they buy?
What is the sales strategy? What are the main challenges? What are
the strengths? What are the demographics?
How many people are involved? How many countries/locations?
Collaborate
with the sales
force
L&D leaders: Collaborate with sales enablement to ensure a tailored
and effective learning strategy
Design the required learning assets and play with the modalities:
digital, hybrid, interactive, self-paced, etc.
Focus on the sales force’s selling challenges!
Measure success with predefined leading and lagging indicators
Don’t forget
the sales
managers
Sales coaching can impact win rates by up to 27.6%, but only 30%
leverage the potential of sales coaching
Develop sales managers to become better coaches
Strategize
Collaborate
Design
Implement
Measure
Adjust
Focus on
sales coaching
© Copyright 2016, A Division of Miller Heiman Group
Q&A
Tamara Schenk
Research Director
CSO Insights, The Research Division of
Miller Heiman Group
Twitter: @tamaraschenk
LinkedIn: http://www.linkedin.com/in/tamaraschenk
Email: [email protected]
© Copyright 2016, A Division of Miller Heiman Group
Further information!
Download your copy here:
https://www.csoinsights.com/2017-cso-insights-sales-enablement-
optimization-report/
CSO Insights Blog:
https://www.csoinsights.com/blog/
Available May 1, 2018:
https://www.amazon.com/Sales-
Enablement-Master-Framework-
Productive/dp/1119440270