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ESR Presents Challenges and Opportunities for the Sales Training Market 2011
 

ESR Presents Challenges and Opportunities for the Sales Training Market 2011

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ESR delivered this presentation, by invitation only, to third-party sales trainers on June 15, 2011.

ESR delivered this presentation, by invitation only, to third-party sales trainers on June 15, 2011.

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    ESR Presents Challenges and Opportunities for the Sales Training Market 2011 ESR Presents Challenges and Opportunities for the Sales Training Market 2011 Presentation Transcript

    • The Sales Training Market is Growing Again.Are You Positioned to Earn Your Share?
      For Sales Training Providers OnlyJune 15, 2011
      This presentation contains copyrighted material. Quotation is permitted using the format below with a live link.
      Source: ES Research Group, Inc. www.ESResearch.com
    • Agenda
      The Sales Training Industry
      The 4 Questions for Today
      ESR
      Q + A
      (Anonymous)
      Your copy of an ESR Evaluation
      Graphics source for this entire PowerPoint presentation: Fotolia.com
    • About ESR
      Who We Are:
      Founded 2005 by Dave Stein and Adam Rin, PhD, a former president of Gartner Research
      Reputation for integrity, insight, unique knowledge, and experience matching sales training providers with buyers.
      The leading independent experts on the sales training industry
      “Dave Stein, CEO of the ES Research, and the world’s top expert on sales training.”
      Source: Geoffrey James’s Sales MachineBlog | BNET | June 14, 2011
    • About ESR
      What We Do:
      Provide research and advice, guiding sales training buyers to make the right decisions.
      Provide intelligence and advice to our community of sales training providers and expose them to active qualified sales training buyers.
    • For Sales Training Buyers
      ESR’s Research – subscription or à la carte
      Reports
      Briefs
      Sales Training Provider Evaluations
      Sales Training Course Directory
      Client Engagements
      • Sales Training Provider evaluation and selection support
      • Merge Healthcare, Honeywell, Chevron, PR Newswire, Fortify (HP), Genie Industries, Kronos, Nokia, and others.
    • For Sales Training Providers
      All ESR’s research: Reports, Briefs, Provider Evaluations
      Ongoing telephone advice
      Strategy, marketing, lead gen, competitiveness, technology, social media, product development, partnerships, expansion, M&A
      Monthly webinars
      ESR Profile & Evaluation.
    • ESR Presently Covers These Providers
      3g Selling
      Accelerated Sales Training Inc.
      AchieveGlobal
      BayGroup International
      ChannelEnablers Pty Ltd
      Corporate Visions
      CustomerCentric Selling®
      David Kurlan & Associates, Inc.
      Executive Conversation, Inc.
      FranklinCovey Sales Performance Practice
      Holden International
      Huthwaite, Inc.
      Imparta
      IMPAX Corporation
      Mercuri International Group AB
      Miller Heiman
      Performance Methods, Inc.(PMI)
      Pivotal Advisors, LLC 
      Prime Resource Group
      Revenue Storm Corporation 
      Sales Excellence International
      Sales Performance International
      Sales Progress 
      Sandler Training
      SEC Solutions 
      TACK-USA 
      The ASG Group
      The Brooks Group 
      The Complex Sale, Inc.
      The Forum Corporation
      The Improved Sales Performance Group
      The Next Level Sales Consulting  
      The Richardson Company
      The TAS Group
      TeleSmart Communications 
      Teneo Results 
      Think! Inc.
      ValueSelling Associates
      Wilson Learning Corporation
    • The Sales Training Industry
    • The Sales Training Industry
    • The Sales Training Industry
      • Highly fragmented market
      • Number of trainers: 800 in the U.S. another 200 rest-of-world
      • Barriers to Entry: None
      • Quality: From superb to dangerously incompetent
      • Plethora of bad advice, “How I Did It” books, etc.
      • Outsourced sales training market shrank during 2009/2010
      • Sales training will be up 8-10% in 2011 and again in 2012
      • Established companies with new training offerings have entered the market
      • Others continue to invest in technology, new approaches, add-on value. (More later…)
    • The Sales Training Industry’s Biggest Barrier to Success?
      Sales Leaders Who Are Not Strategic.
    • The Questions for Today
      What, specifically, will sales training buyers be looking for from sales training providers over the next two years?
      What mistakes are companies like yours making that are preventing them and you from winning business?
      What have the leading providers, from small to large, been doing to drive 20% to 30% year-over-year growth?
      Where should you invest to leverage this opportunity?
    • The Questions for Today
      What, specifically, will sales training buyers be looking for from sales training providers over the next two years?
      What mistakes are companies like yours making that are preventing them and you from winning business?
      What have the leading providers, from small to large, been doing to drive 20% to 30% year-over-year growth?
      Where should you invest to leverage this opportunity?
    • What Our Clients Are Asking Us About
      Some of the Most Discussed Sales Training Buyer Needs
      Demand generation
      “Strategic Sourcing” function
      Inside Sales and Indirect Channel
      Sales Management
      Talent Management
      Sales Performance Measurement
      “The Basics”
      Coaching...
      Graphic source: Fotolia.com
    • Observations from Recent Evaluations
      If ESR is involved, your capability for supportingChange Managementis going to be a major consideration.
    • What Sales Training Buyers are Asking ESR
      In-house versus outsourced?
      Product, company, industry, skills, process, etc.
      Virtualsales training
      What topics?
      Tied to assessments  personalized curricula
      What approach?
      What technology?
      What measurement?
      What providers?
      Who is the best trainer?..
    • The Questions for Today
      What, specifically, will sales training buyers be looking for from sales training providers over the next two years?
      What mistakes are companies like yours making that are preventing them and you from winning business?
      What have the leading providers, from small to large, been doing to drive 20% to 30% year-over-year growth?
      Where should you invest to leverage this opportunity?
    • Observations from Recent Evaluations
      Not walking your talk
      Opportunity plans
      Meeting plans
      Listening, discovery
      Understanding the customer’s buying process
      Inadequate preparation
      Understand the agenda
      Have clear, concise and compelling answers to buyer concerns.
      Graphic source: Fotolia.com
    • Observations from Recent Evaluations
      Our clients aren’t impressed with global brands on your client list.
      In which accounts are you the preferred supplier?
      Graphic source: Fotolia.com
    • Observations from Recent Evaluations
      RFP responses:
      Copying and pasting without effort
      Spelling and grammatical errors
      Answering questions that weren’t asked
      Not answering questions that were asked
      Not providing cost ranges
      Br@ndingOverKiLL®™
      First/most prominent time
      Graphic source: Fotolia.com
    • 5. Observations from Recent Evaluations
      We are surprised by how many sales training providers underestimate the capabilities of their competitors.
    • The Questions for Today
      What, specifically, will sales training buyers be looking for from sales training providers over the next two years?
      What mistakes are companies like yours making that are preventing them and you from winning business?
      What have the leading providers, from small to large, been doing to drive 20% to 30% year-over-year growth?
      Where should you invest to leverage this opportunity?
    • Growth Imperatives of Leading Providers
      Clarity in
      Who they are. History, people, genealogy.
      What they do. Unique value for the client.
      Who they do it for. Well-defined target market/sweet spot
      How they do it. Their approach.
      Marketing, marketing, marketing
      Clear, concise, and compelling messaging
      Investing in new content, delivery
      Leveraging research analysts for advice and exposure
      People
      Executives, salespeople, facilitators, consultants.
    • Leading Provider Growth Strategies
      Must start with a compelling, SEO-optimized website.
    • Multi-Pronged Demand Generation Approach
      Strategically planned, staffed, and funded:
      Newsletter or blog
      Book?
      Webinars / panels
      Social media
      LinkedIn presence: company, principals, groups
      Twitter
      Facebook
      Media relations
      Articles, press releases, associations (e.g. ASTD, SAMA)
      Analyst relations
      Sponsorships, webinars, events, etc.
    • The Questions for Today
      What, specifically, will sales training buyers be looking for from sales training providers over the next two years?
      What mistakes are companies like yours making that are preventing them and you from winning business?
      What have the leading providers, from small to large, been doing to drive 20% to 30% year-over-year growth?
      Where should you invest to leverage this opportunity?
    • Where Should You Invest?
      Understand your market and your competition.
      Where do you best play? Why do you win? Why do you lose?
      Evaluate alternative growth strategies
      Expand or build a direct channel
      Build (or acquire) an indirect channel
      Partner with another provider
      Acquire a company or specific IP
      License specific IP
      Build a business plan
      Move toward blended/virtual
      Platform
      Designed
      More than recorded Powerpoint presentations.
    • Summary
      Significant opportunity for growth
      Requirements are evolving
      Technology creeping (or rolling) in
      Understand where your market is going and how you must adapt
      Build a plan
      Talk to us about the value of being included in ESR’s sales training provider community.
    • Thank You for Your Time and Interest.
      Want to learn more about ESR’s Sales Training Provider Subscriptions?
      Call us at +1 (508) 313-9585
      www.ESResearch.com
      Dave.Stein@ESResearch.com
      © 2011 – ES Research Group
      All Rights Reserved