How to make sales training stick.
C O M P L I M E N T A R Y W E B I N A R
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19th November 2015 | David Nisbet
AgendaBackground/context
Why sales training fails…
Critical success factors of an effective sales methodology
The importance of coaching
Measurement and adoption metrics
Closing thoughts
Questions
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*Bersin by Deloitte - Corporate Learning Factbook 2014. http://www.bersin.com/corporate-learning-factbook-2014
over $130 Billion worldwideCompanies spent
on corporate training initiatives last year
of that… $70 Billion was USA spend
sales training initiatives have no lasting impact beyond 120 days*
9 out of 10*Dave Stein, Sales Training: The 120-Day Curse (ES Research Group).
The ForgettingCurve
Hermann Ebbinghaus
What is the worst sales training experience you can imagine?
Why sales training
fails…
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Theory that can’t be applied in the real
world
Lack of management buy-in and accountability
Poor integration with existing processes
(such as CRM systems)
Little or no ongoing
reinforcement
No measurement of indicators of
success
One size does not fit allFailure to align sales
training with strategic objectives
Poll
In your experience, which of these do you think is the biggest challenge?
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Sales Methodology Success Factors
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Organizational focus on the value of solutions
Comprehensive implementation plan
Management coaching and reinforcement
Success
Keep it simple and straightforward (KISS)
Change management
approach
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Prepareand Align
Execute
TransferOwnership/Measure
Develop a tailored sales training program aligned with sales leadership
Prepare and Align
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Build tailored materials
Identify not only the content but delivery models
Integrate and leverage existing programs, tools and processes
Align sales leaders and line to the program
Operationalise the sales training program
Execute
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eLearning pre-work a key component of rollout
Sales Leadership Coaching programme an integral part of process
Materials highly customised to reflect real world situations
Change management and transfer of ownership to the Organisation
Transfer Ownership/Measure
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Integration of your methodology into existing sales management process and sales tools
Implementation of the eValuePrompter® in CRM system
Measurement of objectives – leading and lagging indicators
The importance of coaching
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Sales Executive Council
3 hours of coaching per month perform 15% to 17% better than their peers.
Combining training and coaching improves productivity by 88%
Improving coaching programs increases revenue by 19%
10%
UrgentThe enablement of sales talent
20%
70%
80% of the sales force brings in
38% of therevenue
# of
sal
es p
eopl
e
HighCore Performance
Low
Source CSO Insights
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The top 20%brings in 62%of the revenue!
How can you effectively measure return on investment?
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How can we tell if it’s working?
• Increased margins• Less discounting• Increase in revenue• Shorter sales cycles• Increase in strategic account
penetration• Fewer calls required to close business • Increased transaction size• Improvement in % of deals closed• Increase in number of deals won• Mutual value articulation
• Increase in follow-up letters• Increase in proposal presentations
prior to submitting final offer• Use of appropriate language during
discussions of sales opportunities• Drop in technical resources
involved until opportunity qualified • No evals/proposals released until
ALL components uncovered• Certain sales reps turning around
poor performance
This… …leads to this
16
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© 2015 ValueSelling Associates, Inc. All rights reserved.
Failure is successif we learn from it.Malcom Forbes
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Thank you!
David Nisbet | Managing Partner, [email protected]
+ 44 7816 161 409
uk.linkedin.com/in/davidjnisbet
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