Transform SALES Results with Effective Sales Training
 

Transform SALES Results with Effective Sales Training

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Director of Product Development, Mike Kunkle discusses the practical details of how you can build an effective sales training system with all of the elements required to truly transform sales results. ...

Director of Product Development, Mike Kunkle discusses the practical details of how you can build an effective sales training system with all of the elements required to truly transform sales results. Plan, build or update sales training, and implement it effectively in your own organization with these valuable insights.

Learn more about Richardson at http://www.richardson.com.

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Transform SALES Results with Effective Sales Training Transform SALES Results with Effective Sales Training Presentation Transcript

  • Transform SALES Results with Effective LEARNING Systems Mike Kunkle ASTD Sales Enablement Track Session M218 – 2:15-3:30 pm – Ballroom C4 Mike Kunkle Transform Sales Results with Effective Learning Systems
  • • Table Talk on Sales Training: Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Set the Stage Good News | What’s Working? Bad News | Not Working? 2
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 3 Sales training is not delivering results
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 4 Sales needs your help more than you think
  • • Current state of sales training • Viewpoint of sales leaders Transform Sales Results | Effective Learning Systems Agenda Mike Kunkle Transform Sales Results with Effective Learning Systems Hope Reality 5
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 6 Sales training can have a massive impact
  • Framework • Effective learning systems • Business integration and alignment Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Agenda Content Design Managers Transfer Coaching Measures Perf. Mgt. Integration & Alignment 7
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 8 I’m going to arm you to have a conversation with Sales leaders
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 9 I’m going to arm you to make a difference with Sales results
  • The Goal: • Arm you… • to apply this content... • to improve sales training results… • at your company. Transform Sales Results | Effective Learning Systems Objective Mike Kunkle Transform Sales Results with Effective Learning Systems 10
  • Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Framework + The Big Three Integration & Alignment 11 Framework
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 12 The Big Three…
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 13 1. Build content based on differentiating top-producer practices 2. Engage managers in content, training, coaching and performance management 3. Develop a change plan and execute it with discipline
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 14 1. Build content based on differentiating top-producer practices 2. Engage managers in content, training, coaching and performance management 3. Develop a change plan and execute it with discipline
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 15 1. Build content based on differentiating top-producer practices 2. Engage managers in content, training, coaching and performance management 3. Develop a change plan and execute it with discipline
  • The Current State of Sales Training A funny thing happened on the way to my sales training class… 16 Mike Kunkle Transform Sales Results with Effective Learning Systems
  • • From ASTD’s Report “The State of Sales Training, 2012” Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Training 17 58%94%
  • • From ASTD’s Report “The State of Sales Training, 2012” Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Training 18
  • • From ASTD’s Report “The State of Sales Training, 2012” Mike Kunkle Transform Sales Results with Effective Learning Systems 19 Transform Sales Results | Effective Learning Systems Current State: Sales Training Overall, still more product training than skills. Where is “business acumen?”
  • • From ASTD’s Report “The State of Sales Training, 2012” Mike Kunkle Transform Sales Results with Effective Learning Systems 20 Transform Sales Results | Effective Learning Systems Current State: Sales Training
  • The Current Viewpoint of Sales Leaders A funny thing happened during my 18 month tenure… 21 Mike Kunkle Transform Sales Results with Effective Learning Systems
  • • From CSO Insights’ 2013 Sales Performance Optimization Survey Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Sales Training’s Customer 22
  • • From CSO Insights’ 2013 Sales Performance Optimization Survey Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint 23
  • • Ramp-up & Compensation Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint From CSO Insights 24
  • Let’s review some “Needs Improvement” categories together. Game Plan • I’ll set it up • You shout ‘em out! Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint 45% From CSO Insights 25
  • Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint From CSO Insights 47% 26
  • Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint From CSO Insights 42% 27
  • Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint From CSO Insights 44% 28
  • Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint From CSO Insights 43% 29
  • Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint From CSO Insights 33% 30
  • Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint From CSO Insights 31% 31
  • Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint From CSO Insights 40% 32
  • Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint From CSO Insights 67% 33
  • • From the Sales Management Association’s B2B Sales Change Study: 34 Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint #1 Mike Kunkle Transform Sales Results with Effective Learning Systems
  • A Few Other Data Points Matchmaker, Matchmaker, make me a match… 35 Mike Kunkle Transform Sales Results with Effective Learning Systems
  • • CEB: Prospects are 60% through their buying decision when they contact a sales rep... prospects need insights, not information • Sirius Decisions: The greatest inhibitor to sales growth is the inability of reps to communicate value • Forrester: 12% of sales calls add value (execs surveyed) • Sales Benchmark Index: 28% of sales are Won. 14% are Lost. 58% of deals end in No Decision. Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Sales Does Needs Your Support 36
  • • 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 Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems But Sales Training Often Fails to Deliver 37
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 38 Use this data as a springboard to have a conversation with YOUR Sales leaders
  • • Table Talk on Sales Training: Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Current State: Sales Training Were you aware of this data / info?  Yes - Absolutely, but thanks for the reminder  No - This is new insight  Mix - I was aware of some, but not all As a sales training / enablement pro, what is it telling you? 39
  • Solutions Framework, meet The Big Three. The Big Three, meet Framework 40 Mike Kunkle Transform Sales Results with Effective Learning Systems
  • Framework • Effective learning systems • Business integration and alignment Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems The Solution: Framework + The Big Three Content Design Managers Transfer Coaching Measures Perf. Mgt. Integration & Alignment 41
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 42 1. Build content based on differentiating top-producer practices 2. Engage managers in content, training, coaching and performance management 3. Develop a change plan and execute it with discipline
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 43 1. Build content based on differentiating top-producer practices 2. Engage managers in content, training, coaching and performance management 3. Develop a change plan and execute it with discipline
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 44 1. Build content based on differentiating top-producer practices 2. Engage managers in content, training, coaching and performance management 3. Develop a change plan and execute it with discipline
  • Past Results • $398MM revenue increase, $9.96MM net profit increase, 400% ROI • Increased sales per rep by 47% • 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 processing efficiency (order pull-through) 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 (avg. revenue increase of $36.6MM in 12 months). Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Why bother? Here’s why… 45
  • • Top producer practices – Sales process | Buying process – Sales methodology – Performance levers* (80/20 rule) – Gap analysis | Differentiators – Continue | Start | Stop Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Solution: The Right Content * My performance lever methodology for later reading: http://slidesha.re/PerfLevers082011 46
  • • Process, not events • Chunk, sequence, layer • Separate knowledge and skill • E-Learning, vILT, ILT blends • Learning support • Performance support • Build in accountability Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Solution: Learning Design 47
  • • Involve in rep program design; gain buy-in • Assess top manager performers • Manager gap analysis | Differentiators • Develop very-specific coaching programs – 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 Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Solution: Front-line Manager Engagement (FLM) 48
  • • 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 Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Solution: Planned Transfer 49
  • • Train managers first on rep programs & sales coaching • Managers monitor rep progress through learning • Managers attend ILT with their reps as an in-class coach • Managers guide reps, post-curriculum • Managers reinforce, train and coach as taught Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Solution: Coaching Excellence 50
  • • Agree on lead and lag indicators 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 Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Solution: Metrics & Measures 51
  • • Beyond manager support for learning, training & coaching • Establish a cadence of Check-Ins – 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 Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Solution: Performance Management 52
  • • Who’s on first? (Responsible for managing sales methodology & processes?) Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Solution: Integration & Alignment 53
  • • Link training to business strategy • Ask for top-down support • Establish clear roles & responsibilities • Communicate 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 Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems Solution: Integration & Alignment 54
  • Sales Force Effectiveness • Sales Process • Sales Methodology • Sales Coaching • Opportunity Management • Key Account Management • Performance Management Mike Kunkle | November 2012 Sales Force Strategy • Quota Setting • Sales Force Sizing • Sales Force Structure • Sales Compensation • Channel Management Marketing Alignment • Products | Pricing • Lead Generation • SEO / SEM • Campaigns | Promotions • Marketing Automation • Social Media Sales Operations • CRM / SFA • Sales Analytics • Reporting • Resource Allocation • Deal Analysis • Win/Loss Analysis Sales Talent Management • Selection • Onboarding • Product Training • Sales Training • Business and Financial Acumen • Professional Development Sales Enablement • Customer Experience Management • Buyer Profiling • Sales Messaging • Sales Support • Other Technology Tools Sales Force Transformation + Performance Lever Alignment Transform Sales Results | Effective Learning Systems My Big-Picture, Holistic Path to Sales Transformation 55 More on Performance Levers: http://slidesha.re/PerfLevers082011
  • Framework • Effective learning systems • Business integration and alignment Mike Kunkle Transform Sales Results with Effective Learning Systems Transform Sales Results | Effective Learning Systems How Sales Training Fits In Content Design Managers Transfer Coaching Measures Perf. Mgt. Integration & Alignment 56
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 57 1. Build content based on differentiating top-producer practices 2. Engage managers in content, training, coaching and performance management 3. Develop a change plan and execute it with discipline
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 58 1. Build content based on differentiating top-producer practices 2. Engage managers in content, training, coaching and performance management 3. Develop a change plan and execute it with discipline
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 59 1. Build content based on differentiating top-producer practices 2. Engage managers in content, training, coaching and performance management 3. Develop a change plan and execute it with discipline
  • Mike Kunkle Transform Sales Results with Effective Learning Systems 60 Transform Sales Results | Effective Learning Systems Transfer | Next Steps • Table Talk – Now What? What ideas here might be helpful in your situation? What are some possible next steps?
  • Remember… Yes, there’s more for later: But the Framework is your start: And The Big Three is the top focus: Mike Kunkle Transform Sales Results with Effective Learning Systems 61 Transform Sales Results | Effective Learning Systems Transfer | Next Steps 1. Content from top-producer practices 2. Engage sales managers 3. Develop and execute a change plan
  • Mike Kunkle mike@mikekunkle.com | mike.kunkle@richardson.com Thanks for Your Time & Attention! http://www.linkedin.com/in/mikekunkle http://bit.ly/InviteMike-LinkedIn
  • Transform Sales Results with Effective Learning Systems APPENDIX 63 Mike Kunkle Transform Sales Results with Effective Learning Systems
  • 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 16 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 At one company, as a result of six projects, he and his team delivered an accretive $398MM in revenue, year-over-year. o 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. • As of January 2013, Mike is the Director of New 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. Reporting to the Chief Strategy Officer, Mike plans to integrate the latest thinking and technology from learning and development and sales force effectiveness to better serve Richardson's clients. If you're not familiar with Richardson: 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. o For the fifth consecutive year, Richardson has been named to the Top Sales Training Companies list from Training Industry, Inc. o See: http://www.richardson.com and http://blogs.richardson.com. • Mike freely shares his personal sales transformation methodology at conferences and online at http://slidesha.re/PerfLevers082011 and can be reached through his blog or on LinkedIn, Twitter, and Google+. Mike Kunkle Transform Sales Results with Effective Learning Systems 64 Transform Sales Results | Effective Learning Systems About Mike – http://about.me/mike_kunkle
  • 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 CSO Insights: • 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-training-companies.aspx Mike Kunkle Transform Sales Results with Effective Learning Systems 65 Transform Sales Results | Effective Learning Systems Appendix: Some Resources