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Delivering this presentation at training 2014 conference and expo on 2/3. Loading to share in advance and so participants and others can review at their leisure. I've reorganized this one a bit but ...

Delivering this presentation at training 2014 conference and expo on 2/3. Loading to share in advance and so participants and others can review at their leisure. I've reorganized this one a bit but have spoken on the topic before... we still have so much work to do in this profession to create effective learning systems that drive business results.

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Training 2014   transform sales results - mike kunkle 02032014 - slide share Training 2014 transform sales results - mike kunkle 02032014 - slide share Presentation Transcript

  • Transform SALES Performance with Effective LEARNING Systems Mike Kunkle Session SS07 – 12:45 to 1:45 pm – Room 30D Mike Kunkle Transform Sales Performance with Effective Learning Systems
  • Sales training is not delivering results Mike Kunkle Transform Sales Results with Effective Learning Systems 2
  • Sales needs your help more than you think Mike Kunkle Transform Sales Results with Effective Learning Systems 3
  • Sales training can have a massive impact Mike Kunkle Transform Sales Results with Effective Learning Systems 4
  • GOAL: Prepare you to have a conversation with Sales leaders Mike Kunkle Transform Sales Results with Effective Learning Systems 5
  • GOAL: Arm you to make a difference with Sales results Mike Kunkle Transform Sales Results with Effective Learning Systems 6
  • Agenda – Current State  Current state of sales training  Viewpoint of sales leaders Hope Reality Mike Kunkle Transform Sales Performance with Effective Learning Systems 7
  • Agenda – Solutions Framework Design Perf. Mgt. Integration Alignment Change The Big Three  Top-Producer Practices  Engaging Sales Managers  Managing Change Managers Content Transfer Measures Coaching Mike Kunkle Transform Sales Performance with Effective Learning Systems 8
  • The Current State of Sales Training A funny thing happened on the way to my sales training class… Mike Kunkle Transform Sales Results with Effective Learning Systems Mike Kunkle Transform Sales Performance with Effective Learning Systems 9
  • Current State: Sales Training  From ASTD’s Report “The State of Sales Training, 2012” Meet goals? Mike Kunkle Transform Sales Performance with Effective Learning Systems 10
  • Current State: Sales Training  From ASTD’s Report “The State of Sales Training, 2012” Relevant? Mike Kunkle Transform Sales Performance with Effective Learning Systems 11
  • Current State: Sales Training  From ASTD’s Report “The State of Sales Training, 2012” CONTENT HRs 17-32% 27-52% Overall, still more product training than skills. Mike Kunkle Transform Sales Performance with Effective Learning Systems 12
  • Current State: Sales Training  From ASTD’s Report “The State of Sales Training, 2012” OBSTACLES Content not Relevant Not Engaging (Design) Mike Kunkle Transform Sales Performance with Effective Learning Systems 13
  • Current State: Sales Training  Other Independent Research - ES Research: 80%+ of sales training produces no long-term impact - McKinsey: 75% of training programs fail to contribute to the success of the business - CEB: 50% of line managers believe shutting down L&D would have no impact on employee performance. Ouch! Mike Kunkle Transform Sales Performance with Effective Learning Systems 14
  • The Viewpoint of Sales Leaders - Current Sales Landscape - A funny thing happened during my 18 month tenure… Mike Kunkle Transform Sales Results with Effective Learning Systems Mike Kunkle Transform Sales Performance with Effective Learning Systems 15
  • Current State: Sales Leader Viewpoint  From CSO Insights’ 2013 Sales Performance Optimization Survey Mike Kunkle Transform Sales Performance with Effective Learning Systems 16
  • Current State: Sales Leader Viewpoint  Ramp-up & Compensation Comp 45.3% - $100-150K or >$200K Ramp-up 55.5% - 3-9 Months From CSO Insights Mike Kunkle Transform Sales Performance with Effective Learning Systems 17
  • Current State: Sales Leader Viewpoint Let’s review the Needs Improvement categories together 45% Game Plan  I’ll read the headings  You shout percentages From CSO Insights Mike Kunkle Transform Sales Performance with Effective Learning Systems 18
  • Current State: Sales Leader Viewpoint 47% From CSO Insights Mike Kunkle Transform Sales Performance with Effective Learning Systems 19
  • Current State: Sales Leader Viewpoint 42% From CSO Insights Mike Kunkle Transform Sales Performance with Effective Learning Systems 20
  • Current State: Sales Leader Viewpoint 44% From CSO Insights Mike Kunkle Transform Sales Performance with Effective Learning Systems 21
  • Current State: Sales Leader Viewpoint 43% From CSO Insights Mike Kunkle Transform Sales Performance with Effective Learning Systems 22
  • Current State: Sales Leader Viewpoint 33% From CSO Insights Mike Kunkle Transform Sales Performance with Effective Learning Systems 23
  • Current State: Sales Leader Viewpoint 31% From CSO Insights Mike Kunkle Transform Sales Performance with Effective Learning Systems 24
  • Current State: Sales Leader Viewpoint 40% From CSO Insights Mike Kunkle Transform Sales Performance with Effective Learning Systems 25
  • Current State: Sales Leader Viewpoint 67% From CSO Insights Mike Kunkle Transform Sales Performance with Effective Learning Systems 26
  • Current State: Sales Leader Viewpoint 67% From CSO Insights Mike Kunkle Transform Sales Performance with Effective Learning Systems 27
  • Current State: Sales Leader Viewpoint 67% Link Training to Strategy From CSO Insights Mike Kunkle Transform Sales Performance with Effective Learning Systems 28
  • Current State: Sales Leader Viewpoint  From the Sales Management Association’s B2B Sales Change Study: Sales Training Mike Kunkle Transform Sales Performance with Effective Learning Systems 29
  • A Few Other Data Points: - Proving Sales Needs Our Support - Matchmaker, Matchmaker, make me a match… Mike Kunkle Transform Sales Results with Effective Learning Systems Mike Kunkle Transform Sales Performance with Effective Learning Systems 30
  • Sales Needs Our Support      CEB: Buyers are 57% through their buying decision before contacting Sales... Clients need insights, not information Sirius Decisions: The greatest inhibitor to sales growth is the inability of reps to communicate value Forrester: Buying execs - only 12% of sales calls add value CSO Insights: In their 2013 survey, 26.1% of deals end in No Decision (in 2002, the rate was 17%) Sales Benchmark Index: One survey showed 58% of deals ending in No Decision (cleaned, it was 28% of sales won, 14% lost, and 58% no-decision). Mike Kunkle Transform Sales Performance with Effective Learning Systems 31
  • Sales Needs Our Support Nightingale-Conant: 67.21% of managers are not doing sales coaching and 52.34% are “too busy to coach”  Objective Management Group: 15% of sales managers spend 25% of their time on coaching (and the time they do spend is generally ineffective)  The Sales Management Association: Front-line sales managers spend only 26% of their time (average of 3 hours/rep/month), managing performance  Various: The average tenure of a senior sales leader is 18 to 24 months.  Ouch! Mike Kunkle Transform Sales Performance with Effective Learning Systems 32
  • Use this data as a springboard to have a conversation with YOUR Sales leaders
  • Solutions Framework, meet The Big Three. The Big Three, meet the Framework. Mike Kunkle Transform Sales Performance with Effective Learning Systems 34
  • Solution: Framework + Big Three Framework  Effective learning systems  Integration, alignment & change Design Perf. Mgt. Integration Alignment Change Managers Content Transfer Measures Coaching Mike Kunkle Transform Sales Performance with Effective Learning Systems 35
  • 1. 2. 3. Build content based on differentiating top-producer practices Engage managers in content, training, coaching and performance management Execute an aligned change plan with discipline
  • 1. 2. 3. Build content based on differentiating top-producer practices Engage managers in content, training, coaching and performance management Execute an aligned change plan with discipline
  • 1. 2. 3. Build content based on differentiating top-producer practices Engage managers in content, training, coaching and performance management Execute an aligned change plan with discipline Mike Kunkle Transform Sales Results with Effective Learning Systems 38
  • That Looks Hard. Why Bother? Past Results        $398MM rev. increase, $9.96MM profit increase, 400% ROI Increased sales per rep by 47% in 9 months Increased sales results 600% over previous year while decreasing net operating expenses by 21% Improved average profitability per rep by 11% in 4 months Improved velocity by 16% in 6 months Newly-hired 4-month reps outperformed 5-year employees Increased sales per rep in the 90-day period post-training by 2.3 per month (revenue increase of $36.6MM in 12 months). Mike Kunkle Transform Sales Performance with Effective Learning Systems 39
  • Solution: The Right Content  Top producer practices - Task analysis (Imp/Diff/Freq) What do they do? Why? How do they do it? When/Where? Sales process Sales methodology Performance levers* Gap analysis | Differentiators Continue | Start | Stop lists Build content around replicable skills. Content Priority Focus * My performance lever methodology for later reading: http://slidesha.re/PerfLevers082011 Mike Kunkle Transform Sales Performance with Effective Learning Systems 40
  • Solution: Learning Design         Process, not events Chunk, sequence, layer Separate knowledge and skill Elearning, vILT, ILT blends Focus on honing skills Learning support Performance support Build in feedback and accountability. Mike Kunkle Transform Sales Performance with Effective Learning Systems Design 41
  • Solution: Frontline Manager Engagement       Involve in rep program design (buy-in) Assess top manager performers Day In The Life studies & best practices Gap analysis | Differentiators Continue | Start | Stop lists Build content around replicable skills. Mike Kunkle Transform Sales Performance with Effective Learning Systems Managers 42
  • Solution: Planned Transfer       Design transfer plans into learning process Assess at various stages Use performance support Build social/community reinforcement Consider mobile & gamification Connect reps & managers before, during and after. Mike Kunkle Transform Sales Performance with Effective Learning Systems Transfer 43
  • Solution: Coaching Excellence Train managers first on rep programs & sales coaching  Managers monitor rep progress through learning  Managers attend ILT with their reps as an inclass coach  Managers guide reps, post-curriculum  Managers reinforce, train and coach as taught  Develop very-specific coaching programs  - Coaching Diagnose: to form hypothesis Dialogue + Observe: to confirm performance gaps Develop: solutions based on gap type Do: implement solutions to improve performance. Mike Kunkle Transform Sales Performance with Effective Learning Systems 44
  • Solution: Metrics & Measures       Agree on lead and lag indicators and verifiable outcomes for learning & performance Report progress throughout training Develop post-learning reporting Establish regular cadence with sales leaders and manager/coaches Do level 2 testing over time (retention checks) and level 3 surveys (usage) Communicate success stories. Mike Kunkle Transform Sales Performance with Effective Learning Systems Measure 45
  • Solution: Performance Management Beyond manager support for learning, training & coaching  Establish a cadence of Check-Ins  Perf. Mgt. - Review of activity plans, results, and dialogue / observation / coaching Managers counsel and manage performance as needed, holding reps accountable  Senior sales leaders hold managers accountable.  Mike Kunkle Transform Sales Performance with Effective Learning Systems 46
  • Solution: Integration, Alignment, Change       Link training to business strategy Ask for top-down support Establish clear roles & responsibilities Communicate change plans, rationales, goals, risks, metrics, and impact Establish regular and open communication with sales and leadership teams – share success stories Find and address issues quickly. Mike Kunkle Transform Sales Performance with Effective Learning Systems Integration Alignment Change 47
  • But wait! There’s more… Sales Enablement Sales Force Effectiveness        Sales Process Sales Methodology Social Selling Sales Coaching Opportunity Management Key Account Management Performance Management Marketing Alignment        Products | Pricing Lead Generation SEO / SEM Campaigns | Promotions Social Media Content Marketing Marketing Automation      Sales Performance Ecosystem Sales Force Strategy      Sales Talent Management      Selection Onboarding Product Training Sales Training Business and Financial Acumen Professional Development Quota Setting Sales Force Sizing Sales Force Structure Sales Compensation Channel Management Sales Operations   More on Performance Levers: http://slidesha.re/PerfLevers082011 Customer Experience Management Buyer Profiling / Personas Sales Messaging Sales Support Other Technology Tools      CRM / SFA Sales Analytics Reporting Resource Allocation Deal Analysis Win/Loss Analysis More on The Sales Performance Ecosystem: http://blogs.richardson.com/2013/11/20/connecting-dots-sales-performance-ecosystem/ Mike Kunkle Transform Sales Performance with Effective Learning Systems 48
  • But wait! There’s more… Sales Enablement Sales Force Effectiveness        Sales Process Sales Methodology Social Selling Sales Coaching Opportunity Management Key Account Management Performance Management Marketing Alignment        Products | Pricing Lead Generation SEO / SEM Campaigns | Promotions Social Media Content Marketing Marketing Automation   Holy cow!    Sales Performance Ecosystem Sales Force Strategy      Sales Talent Management      Selection Onboarding Product Training Sales Training Business and Financial Acumen Professional Development Quota Setting Sales Force Sizing Sales Force Structure Sales Compensation Channel Management Sales Operations   More on Performance Levers: http://slidesha.re/PerfLevers082011 Customer Experience Management Buyer Profiling / Personas Sales Messaging Sales Support Other Technology Tools      CRM / SFA Sales Analytics Reporting Resource Allocation Deal Analysis Win/Loss Analysis More on The Sales Performance Ecosystem: http://blogs.richardson.com/2013/11/20/connecting-dots-sales-performance-ecosystem/ Mike Kunkle Transform Sales Performance with Effective Learning Systems 49
  • But first… Framework  Effective learning systems  Integration, alignment & change Design Perf. Mgt. Integration Alignment Change Managers Content Transfer Measures Coaching Mike Kunkle Transform Sales Performance with Effective Learning Systems 50
  • 1. 2. 3. Build content based on differentiating top-producer practices Engage managers in content, training, coaching and performance management Execute an aligned change plan with discipline
  • 1. 2. 3. Build content based on differentiating top-producer practices Engage managers in content, training, coaching and performance management Execute an aligned change plan with discipline
  • 1. 2. 3. Build content based on differentiating top-producer practices Engage managers in content, training, coaching and performance management Execute an aligned change plan with discipline Mike Kunkle Transform Sales Results with Effective Learning Systems 53
  • YOU can Transform Sales Performance with Effective Learning Systems! Mike Kunkle Transform Sales Results with Effective Learning Systems 54
  • Transform SALES Performance with Effective LEARNING Systems APPENDIX Mike Kunkle Transform Sales Results with Effective Learning Systems Mike Kunkle Transform Sales Performance with Effective Learning Systems 55
  • About Mike http://www.mikekunkle.com/about-me http://blogs.richardson.com/author/mikekunkle/ Mike Kunkle is a training and organization effectiveness leader with special expertise in sales force transformation.  After his initial years on the frontline in sales and sales management, Mike spent the past 19 years as a corporate director or consultant, leading departments and projects with one purpose – improve sales results. And through sales training, organization effectiveness practices, leadership development, aligning performance levers and leading change efforts he's done just that. o o At one company, as a result of six projects, he and his team delivered an accretive $398MM in revenue, year-over-year. At another, within 9 months, newly-hired sales reps with 120 days on the job were outperforming incumbent reps with 5 years with the company.  Mike is the Director of Product Development for Richardson. In this role, he is responsible for managing the development of new products, solutions and partnerships to help Richardson meet the emerging needs of our evolving marketplace. Responsible for Richardson’s Selling with Insights® program, Mike integrates the latest thinking and technology from learning and development and sales force effectiveness to better serve Richardson's clients. About Richardson: o o o They are a global sales training and strategy execution company that partners with leading organizations to increase their sales effectiveness and drive business results. For the fifth consecutive year, Richardson has been named to the Top Sales Training Companies list from Training Industry, Inc. See: http://www.richardson.com and http://blogs.richardson.com. Let’s get connected!  Mike freely shares his personal sales transformation methodology at conferences and online at http://slidesha.re/PerfLevers082011 and can be found on LinkedIn, Twitter, Google+ and SlideShare. Mike Kunkle Transform Sales Performance with Effective Learning Systems 56
  • Appendix: Some Resources to Explore Strategies for Sustaining the Impact of Sales Training Download free: http://bit.ly/SustainSalesTrain Richardson and Training Industry, Inc. surveyed 193 companies in October 2013 to identify common approaches used before, during, and after training to ensure the impact of training is sustained. This report summarizes these results and highlights recommended strategies for maximizing the impact of sales training over time. Mike Kunkle Transform Sales Performance with Effective Learning Systems 57
  • Appendix: Some Resources to Explore Aberdeen Sales Effectiveness & Strategy Practice:  http://aberdeen.com/_aberdeen/sales-strategy/SENS/practice.aspx ASTD Sales Enablement:  http://www.astd.org/Publications/Blogs/Sales-Enablement-Blog  http://bit.ly/ASTD-SalesEnablementLinkedIn  https://twitter.com/ASTDSalesEnable Mike’s Performance Lever Presentation: CSO Insights:  http://slidesha.re/PerfLevers082011  http://www.csoinsights.com/ ES Research Group, Inc: ESR is like the “Consumer Reports” of sales training  http://www.esresearch.com/  http://davesteinsblog.esresearch.com/ Forrester Sales Enablement:  http://blogs.forrester.com/tech_sales_enablement IDC Sales Enablement:  http://www.idc.com/research/SalesEnablement1.jsp Richardson  http://blogs.richardson.com | http://www.richardson.com/What-We-Do/ TrainingIndustry.com:  http://www.trainingindustry.com/sales-training.aspx  http://www.trainingindustry.com/sales-training/top-company-listings/2013/2013-top-20-sales-trainingcompanies.aspx Mike Kunkle Transform Sales Performance with Effective Learning Systems 58