ESR Strategic Approach to Sales Performance Improvement


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ESR's Model for a Strategic Approach to Sales Performance Improvement and Vendor Evaluation and Selection.

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ESR Strategic Approach to Sales Performance Improvement

  1. 1. A Strategic Approach to Sales Performance Improvement An Overview © 2009 – ES Research Group, Inc. All Rights Reserved
  2. 2. Tactical Sales Training Rarely Works • Eighty-five percent of sales training initiatives show no long-term improvement after 120 days1. • Predominant contributing factors: – Wrong people in sales and sales management jobs; – Minimal understanding of own requirements; – No sales methodology in place; – Training performed tactically; – Other departments not aligned to support process and behavioral change; – No ongoing learning reinforcement, e.g. coaching; – No measurement 1. ES Research Group -- 2009
  3. 3. The Strategic Approach to Sales Training
  4. 4. 1. Assess Buyer Tendencies and Methods Examples of areas to explore: 1. Sweet spot 2. Market conditions (geography, sector, etc.) 3. Customer expectations and buying practices 4. Competitive pressures and approaches 5. Customer’s perceived and real value gaps 6. Comprehensive assessment of what is required for customers to buy
  5. 5. 2. Identify Gaps In Sales Effectiveness, Approach, Infrastructure Examples of areas to explore: 1. Sales person/manager capabilities versus requirements; 2. Solution fit versus customer requirements; 3. Sales support; 4. Approaches and processes for opportunity and strategic account management; 5. Technology; 6. Cultural and other inhibitors or enablers.
  6. 6. 3. Benchmark Current Performance / Determine Objectives Examples of activities: 1. Analyze current performance levels, trends 2. Benchmark current performance 3. Collect best-practices 4. Identify, size and prioritize gaps among sales people 5. Determine sales performance improvement objectives 6. Design measurement system
  7. 7. 4. Sales Training Partner Evaluation Basic evaluation components: 1. Convert requirements definition to RFP 2. Build long list 3. Publish RFP 4. Review responses 5. Determine short-list candidates 6. Open dialog with short-list candidates 7. Vendor presentations 8. Final proposals 9. Negotiations 10. Contract 11. Engagement commences 12. Performance measurement
  8. 8. 5. Rebuild or Replace Methodology and Processes Representative activities: 1. “Phase 2” assessment of current approach and gap analysis 2. Build methodology and incorporated processes 3. Field test
  9. 9. 6. Build or Repair Tools, Infrastructure, Support Examples: 1. Build structured hiring process 2. Intra-function support. e.g. marketing, services 3. Technology support, e.g. learning, sales enablement, analytics, etc. 4. Sales tools 5. Processes (and training) identified for supporting functions
  10. 10. 7. Train Sales Team on New Processes and Approach Representative activities: 1. Build training curricula with new processes as the foundation; 2. Assess learning methods best-suited for the audience; 3. Build coaching and reinforcement processes and tools; 4. Understand technology, resource, travel and other requirements; 5. Develop objectives; 6. Build post-program reinforcement capabilities; 7. Determine measurement mechanism and metrics; 8. Train management.
  11. 11. The Strategic Approach
  12. 12. Recommendations 1. Take a strategic, holistic approach to your sales performance improvement challenges. 2. Do not engage with a sales training company until you completely and objectively understand your own requirements. 3. Go about selecting a training company very methodically and carefully. It isn’t easy. 4. Build the whole plan, then execute in phases, if required. 5. Make certain measurement is included in the plan.
  13. 13. ESR Resources Supporting This Approach • ESR’s Sales Training Vendor Guide, Third Edition • Understanding, Defining, and Meeting Your Sales Training Requirements, Version 2.5 • ESR works with our clients to guide and support them through this entire process, especially vendor evaluation and selection. We do not deliver sales training or consulting.
  14. 14. Thanks ES Research Group, Inc. +1 (508) 313-9585