Do you have a big idea for B2B sales change? Learn about the 3 essentials to sustaining sales change: coaching, training, and content. We also unpack key activities for each that will help your sales team get from launch to results.

1. Sustaining Sales Change

2. So, your company launched
a change initiative…

3. What happens
after launch to
effect lasting change?

4. A common mistake in the pursuit of sales transformation is an
overemphasis on the launch phase and an under emphasis
on the post launch coaching, training and reinforcement that
is required to solidify the change.

5. According to John Kotter’s book Leading Change,
So how do you beat those odds and
achieve lasting results?
70% of major
transformations efforts fail.

6. Commitment to a “Sustain”
approach is the answer.

7. “Sustain” = all the activities post
launch that make the new strategy,
message, or skill part of what
you do and how you do it.

8. Sustain Essentials
Coaching Training Content

9. Coaching

10. Coaching Training Content
Post-launch sustain activities may feel like extra work, but supporting activities
lead to application which lead to habits which lead to targeted sales results.
Creating a coaching culture maximizes your investment in the change initiative.

11. “It’s often a challenge getting managers to take
ownership of a change initiative. The managers
are so busy talking to everyone every day about
everything that they have a difficult time
doing the groundwork necessary to
create long- term change.”
Scott Presse
DSG Consulting Principal
Coaching Training Content

12. Coaching Training Content
More than 4 out of 5 sales reps want
coaching from their managers, but that does
not always match the reality of a manager’s
day-to-day duties.
Source: survey of 700 B2B sales and marketing professionals conducted by DSG

13. Coaching Training Content
Coaching activities and leader enablement
approaches that can close the gap:
• Coach the Coaches
• Team Certification
• On-Demand “Coaching
to the Message” Training
• Mid-Year Workshops
• Senior Leadership Updates and Planning

14. Training

15. Even if there’s no opportunity to
bring the whole sales team back
together after launch, reinforce
best practices virtually.
Coaching Training Content

16. Establish a Learning Framework for Ongoing Reinforcement
Do you understand sales strategy?
Do you understand the buyer persona?
Do you understand the solution?
Have you adopted the best practices
for preparing and leading compelling
conversations?Can you lead
the conversation
effectively?
Coaching Training Content

17. Coaching Training Content
Practical steps to increase adoption and mastery:
• 90-Day Challenge
• On-Demand Enablement
& Reinforcement
• Reinforcement Workshops

18. Content

19. Coaching Training Content
Keep the Right Content in Front of Your Sales People
say that“conversation-focused”sales materials would
better prepare them for bustomer meetings.

20. Coaching Training Content
“Crush the mindset that playbooks are just a training document.
Leaders come back to their game plan and modify it. Just as if
you were playing a team sport, the team is given a playbook
at the beginning of the season... players don’t look at it
once, but they come back to it before every game to
remember old plays and learn new plays. Similarly,
a sales playbook needs to be refreshed with
new content.”
Mark Gaydos
DSG Consulting Principal

21. Optimize & create sales content in these areas:
Coaching Training Content

22. How to keep content fresh:
• Define Clear Roles
• Monthly Insight Calls
• Video Enablement
• Evergreen Content Cadence
Coaching Training Content

23. Successful Sales Change

24. “Change initiatives require saying ‘yes’ to more: more
coaching, more training, and more content. To say ‘yes’ to
more, you’ll have to say ‘no’ to some really good activities
that compete for mindshare and resources. The central
idea is to build sustainable momentum with the current
strategic initiative before moving to the next.”
Tanner Mezel
DSG Principal

26. Coaching Training Content
If your organization supports coaching, training, and
content activities throughout the 12 months following
launch, your change effort will not stall.

27. It’s hard for salespeople to ignore a change initiative when it
becomes clear that managers are behind it, the program is being
reinforced through ongoing training, and the right content is
continuously released to support it.

28. To read more about sustaining sales
change, click here to download the brief

29. For more about a Playbook approach to
Sales Enablement, explore more from DSG

30. Follow @JustAddDSG
for regular updates with
a sales enablement
perspective