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.

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ESR Presents Challenges and Opportunities for the Sales Training Market 2011

  1. 1. The Sales Training Market is Growing Again.Are You Positioned to Earn Your Share?<br />For Sales Training Providers OnlyJune 15, 2011<br />This presentation contains copyrighted material. Quotation is permitted using the format below with a live link.<br />Source: ES Research Group, Inc. www.ESResearch.com<br />
  2. 2. Agenda<br />The Sales Training Industry<br />The 4 Questions for Today<br />ESR<br />Q + A<br />(Anonymous)<br />Your copy of an ESR Evaluation<br />Graphics source for this entire PowerPoint presentation: Fotolia.com<br />
  3. 3. About ESR<br />Who We Are:<br />Founded 2005 by Dave Stein and Adam Rin, PhD, a former president of Gartner Research<br />Reputation for integrity, insight, unique knowledge, and experience matching sales training providers with buyers.<br />The leading independent experts on the sales training industry<br />“Dave Stein, CEO of the ES Research, and the world’s top expert on sales training.”<br /> Source: Geoffrey James’s Sales MachineBlog | BNET | June 14, 2011<br />
  4. 4. About ESR<br />What We Do:<br />Provide research and advice, guiding sales training buyers to make the right decisions.<br />Provide intelligence and advice to our community of sales training providers and expose them to active qualified sales training buyers.<br />
  5. 5. For Sales Training Buyers<br />ESR’s Research – subscription or à la carte<br />Reports <br />Briefs<br />Sales Training Provider Evaluations<br />Sales Training Course Directory<br />Client Engagements<br /><ul><li>Sales Training Provider evaluation and selection support
  6. 6. Merge Healthcare, Honeywell, Chevron, PR Newswire, Fortify (HP), Genie Industries, Kronos, Nokia, and others.</li></li></ul><li>For Sales Training Providers<br />All ESR’s research: Reports, Briefs, Provider Evaluations<br />Ongoing telephone advice<br />Strategy, marketing, lead gen, competitiveness, technology, social media, product development, partnerships, expansion, M&A<br />Monthly webinars<br />ESR Profile & Evaluation.<br />
  7. 7. ESR Presently Covers These Providers<br />3g Selling<br />Accelerated Sales Training Inc.<br />AchieveGlobal<br />BayGroup International<br />ChannelEnablers Pty Ltd<br />Corporate Visions <br />CustomerCentric Selling®<br />David Kurlan & Associates, Inc.<br />Executive Conversation, Inc. <br />FranklinCovey Sales Performance Practice<br />Holden International <br />Huthwaite, Inc.<br />Imparta <br />IMPAX Corporation<br />Mercuri International Group AB <br />Miller Heiman<br />Performance Methods, Inc.(PMI)<br />Pivotal Advisors, LLC  <br />Prime Resource Group<br />Revenue Storm Corporation  <br />Sales Excellence International<br />Sales Performance International<br />Sales Progress  <br />Sandler Training<br />SEC Solutions  <br />TACK-USA  <br />The ASG Group<br />The Brooks Group  <br />The Complex Sale, Inc. <br />The Forum Corporation <br />The Improved Sales Performance Group<br />The Next Level Sales Consulting  <br />The Richardson Company <br />The TAS Group <br />TeleSmart Communications  <br />Teneo Results  <br />Think! Inc. <br />ValueSelling Associates <br />Wilson Learning Corporation<br />
  8. 8. The Sales Training Industry<br />
  9. 9. The Sales Training Industry<br />
  10. 10. The Sales Training Industry<br /><ul><li>Highly fragmented market
  11. 11. Number of trainers: 800 in the U.S. another 200 rest-of-world
  12. 12. Barriers to Entry: None
  13. 13. Quality: From superb to dangerously incompetent
  14. 14. Plethora of bad advice, “How I Did It” books, etc.
  15. 15. Outsourced sales training market shrank during 2009/2010
  16. 16. Sales training will be up 8-10% in 2011 and again in 2012
  17. 17. Established companies with new training offerings have entered the market
  18. 18. Others continue to invest in technology, new approaches, add-on value. (More later…)</li></li></ul><li>The Sales Training Industry’s Biggest Barrier to Success?<br />Sales Leaders Who Are Not Strategic.<br />
  19. 19. The Questions for Today<br />What, specifically, will sales training buyers be looking for from sales training providers over the next two years?<br />What mistakes are companies like yours making that are preventing them and you from winning business?<br />What have the leading providers, from small to large, been doing to drive 20% to 30% year-over-year growth?<br />Where should you invest to leverage this opportunity? <br />
  20. 20. The Questions for Today<br />What, specifically, will sales training buyers be looking for from sales training providers over the next two years?<br />What mistakes are companies like yours making that are preventing them and you from winning business?<br />What have the leading providers, from small to large, been doing to drive 20% to 30% year-over-year growth?<br />Where should you invest to leverage this opportunity? <br />
  21. 21. What Our Clients Are Asking Us About<br />Some of the Most Discussed Sales Training Buyer Needs<br />Demand generation<br />“Strategic Sourcing” function<br />Inside Sales and Indirect Channel<br />Sales Management<br />Talent Management <br />Sales Performance Measurement<br />“The Basics”<br />Coaching...<br />Graphic source: Fotolia.com<br />
  22. 22. Observations from Recent Evaluations<br />If ESR is involved, your capability for supportingChange Managementis going to be a major consideration.<br />
  23. 23. What Sales Training Buyers are Asking ESR<br />In-house versus outsourced?<br />Product, company, industry, skills, process, etc.<br />Virtualsales training<br />What topics?<br />Tied to assessments  personalized curricula<br />What approach?<br />What technology?<br />What measurement?<br />What providers?<br />Who is the best trainer?..<br />
  24. 24. The Questions for Today<br />What, specifically, will sales training buyers be looking for from sales training providers over the next two years?<br />What mistakes are companies like yours making that are preventing them and you from winning business?<br />What have the leading providers, from small to large, been doing to drive 20% to 30% year-over-year growth?<br />Where should you invest to leverage this opportunity? <br />
  25. 25. Observations from Recent Evaluations<br />Not walking your talk<br />Opportunity plans<br />Meeting plans<br />Listening, discovery<br />Understanding the customer’s buying process<br />Inadequate preparation<br />Understand the agenda<br />Have clear, concise and compelling answers to buyer concerns.<br />Graphic source: Fotolia.com<br />
  26. 26. Observations from Recent Evaluations<br />Our clients aren’t impressed with global brands on your client list. <br />In which accounts are you the preferred supplier?<br />Graphic source: Fotolia.com<br />
  27. 27. Observations from Recent Evaluations<br />RFP responses:<br />Copying and pasting without effort<br />Spelling and grammatical errors<br />Answering questions that weren’t asked<br />Not answering questions that were asked<br />Not providing cost ranges<br />Br@ndingOverKiLL®™<br />First/most prominent time<br />Graphic source: Fotolia.com<br />
  28. 28. 5. Observations from Recent Evaluations<br />We are surprised by how many sales training providers underestimate the capabilities of their competitors.<br />
  29. 29. The Questions for Today<br />What, specifically, will sales training buyers be looking for from sales training providers over the next two years?<br />What mistakes are companies like yours making that are preventing them and you from winning business?<br />What have the leading providers, from small to large, been doing to drive 20% to 30% year-over-year growth?<br />Where should you invest to leverage this opportunity? <br />
  30. 30. Growth Imperatives of Leading Providers<br />Clarity in<br />Who they are. History, people, genealogy.<br />What they do. Unique value for the client.<br />Who they do it for. Well-defined target market/sweet spot<br />How they do it. Their approach.<br />Marketing, marketing, marketing<br />Clear, concise, and compelling messaging<br />Investing in new content, delivery<br />Leveraging research analysts for advice and exposure<br />People<br />Executives, salespeople, facilitators, consultants.<br />
  31. 31. Leading Provider Growth Strategies<br />Must start with a compelling, SEO-optimized website.<br />
  32. 32. Multi-Pronged Demand Generation Approach<br />Strategically planned, staffed, and funded:<br />Newsletter or blog<br />Book?<br />Webinars / panels<br />Social media<br />LinkedIn presence: company, principals, groups<br />Twitter<br />Facebook<br />Media relations<br />Articles, press releases, associations (e.g. ASTD, SAMA)<br />Analyst relations<br />Sponsorships, webinars, events, etc.<br />
  33. 33. The Questions for Today<br />What, specifically, will sales training buyers be looking for from sales training providers over the next two years?<br />What mistakes are companies like yours making that are preventing them and you from winning business?<br />What have the leading providers, from small to large, been doing to drive 20% to 30% year-over-year growth?<br />Where should you invest to leverage this opportunity? <br />
  34. 34. Where Should You Invest?<br />Understand your market and your competition.<br />Where do you best play? Why do you win? Why do you lose?<br />Evaluate alternative growth strategies<br />Expand or build a direct channel<br />Build (or acquire) an indirect channel<br />Partner with another provider<br />Acquire a company or specific IP<br />License specific IP<br />Build a business plan<br />Move toward blended/virtual<br />Platform<br />Designed<br />More than recorded Powerpoint presentations.<br />
  35. 35. Summary<br />Significant opportunity for growth<br />Requirements are evolving<br />Technology creeping (or rolling) in<br />Understand where your market is going and how you must adapt<br />Build a plan<br />Talk to us about the value of being included in ESR’s sales training provider community.<br />
  36. 36. Thank You for Your Time and Interest.<br />Want to learn more about ESR’s Sales Training Provider Subscriptions? <br />Call us at +1 (508) 313-9585<br />www.ESResearch.com<br />Dave.Stein@ESResearch.com<br />© 2011 – ES Research Group<br />All Rights Reserved<br />

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