The document describes the sales transformation approach of The Sales Coach. They believe transformation requires a change management approach that embeds new behaviors over time through skills training, coaching, and measurement of results. Their approach involves 4 steps - 1) Focusing on the desired business outcomes and key metrics to measure success, 2) Designing an enablement program to teach needed skills and tools, 3) Coaching participants to ensure proficiency, and 4) Measuring the impact on lead and lag indicators and business results to determine success within 100 days.

1. ©
The
Sales
Coach
2016
Learn
more
about
our
proven
approach
to
sales
transformation
that
gets
measurable
results
in
under
100
days.
“Measurable
Results
within
100
days
…
GUARANTEED.”

2. Our
Approach
We
have
a
fundamental
belief
that
an
effective,
long-­‐term
sales
transformation
takes
place
over
time
and
must
be
integrated
into
the
business
as
a
whole.
There
are
no
shortcuts
or
silver
bullets.
It
is
a
change
management
approach,
that
deeply
embeds
new
behaviors,
and
establishes
a
common
set
of
skills
and
tools
for
sales
teams
to
use
in
all
client-­‐facing
interactions.
In
most
cases,
training
alone
will
not
have
a
long-­‐term
impact
on
individuals
or
organizations.
That
is
why
we
strongly
believe
that
successful
sales
transformation
programmes
incorporate
the
following
elements,
in
this
order:
©
The
Sales
Coach
2016
1.
Focus
on
the
desired
Outcome.
Effectively
beginning
with
the
End
In
Mind.
At
the
end
of
the
designated
programme,
what
results
will
signify
our
joint
success?
2.
Enable
the
sales
professionals
involved.
Based
on
the
business
outcome
we
are
trying
to
achieve,
design
a
programme
of
learning
specifically
for
this
purpose.
3.
Coach
all
participants
to
ensure
that
they
are
proficient
with
the
new
skills
and
tools
involved.
4.
Measure
the
results.
Success
is
measurable
and
we
work
together
to
discuss
and
agree
the
measurement
areas
including
early
indicators,
business
results
and
knowledge
retention.
Every
engagement
is
different
and
we
will
work
with
you
to
assess
your
current
capabilities,
discuss
your
challenges
in
detail,
and
recommend
a
suitable
course
of
action,
either
with
us,
or
with
alternative
partners.
-­‐2-­‐

3. 1.
Outcome
As
success
is
measurable,
we
start
by
focusing
on
the
key
business
metrics
that
need
to
change,
and
in
turn,
indicate
the
success
of
the
overall
programme.
We
work
collaboratively
to
help
define
where
you
are
today,
where
you
need
to
get
to,
i.e.
the
business
outcomes
and
changes
that
you
want
to
bring
about.
We
have
an
established
consultative
approach
and
readiness
assessment
that
will
quickly
define
the
direction
and
shape
of
the
assignment.
We’ll
first
review
your
overall
business
situation
and
challenges,
get
a
good
understanding
of
your
sales
organisation,
processes
and
tools,
and
engage
with
sales
and
business
leaders
to
understand
your
specific
sales
issues.
©
The
Sales
Coach
2016
Sales
issues
are
typically
problems
to
be
solved,
results
to
be
achieved,
or
a
combination
of
the
two.
Next
we’ll
undertake
a
50
point
capability
assessment
to
determine
the
strengths
and
weaknesses
of
your
sales
people.
We’ll
also
use
your
sales
KPI’s
and
performance
review
data
if
it
is
to
hand.
This
level
of
understanding
enables
us
to
agree
the
success
measures.
Success
measures
will
typically
involve
the
longer-­‐term
KPI’s,
e.g.
an
increased
win
rate,
better
penetration
of
key
accounts,
success
in
opening
new
accounts.
These
are
the
‘lag’
measures
that
will
determine
our
success.
In
addition
we’ll
consider
the
‘lead’
measures,
the
early
indicators
of
success
and
change.
With
lead
and
lag
measures
agreed,
we
can
discuss
the
resources
you
will
allocate
to
the
programme
(budget,
people,
time)
and
start
to
build
a
solution
that
meets
your
needs.
-­‐3-­‐

4. 2.
Enable
Based
on
the
initial
readiness
assessment
and
the
agreed
aim
of
the
programme,
we
can
start
to
design
a
unique
programme
tailored
to
your
needs.
The
objective
of
this
stage
is
to
design
and
deliver
an
enablement
programme
that
can
include
classroom
based
learning;
remote
learning;
field
based
practice;
1:1
coaching;
group
coaching;
leader
coaching;
skills
assessments;
skills
clinics;
and
major
deal
coaching
sessions.
We
know
that
sales
people
prefer
field-­‐based
work
and
ongoing
coaching
support
to
classroom
based
learning,
and
we
work
hard
to
strike
the
right
balance
and
combination
to
maximize
results.
©
The
Sales
Coach
2016
Classroom
sessions
are
designed
to
be
highly
interactive
and
based
around
real
market,
client,
or
customer
situations.
Skills
and
tools
are
learned
and
practiced
in
a
safe
environment
that
simulates
real
customer
and
client
challenges.
Field-­‐based
work
and
coaching
is
carefully
designed
to
embed
the
use
of
the
skills
and
tools
and
to
re-­‐inforce
learning
on
a
weekly
basis.
Content
typically
includes
the
foundation
mindsets
of
Client
Centricity,
Curiosity,
Social
Awareness,
and
Self-­‐Development,
plus
the
skills
and
tools
required
to
drive
your
desired
business
outcome.
Finally,
the
learning
content
and
programme
design
is
undertaken
to
meet
agreed
budgets,
leverage
available
resources,
deliver
measurable
results
in
under
100
days,
and
enable
sustainable
change
in
your
sales
team.
-­‐4-­‐

5. 3.
Coach
The
case
for
including
coaching
as
part
of
a
programme
is
immense.
There
is
a
ton
of
research
available
on
knowledge
retention
that
demonstrates
why
training,
by
itself,
does
not
deliver
sustainable
change
and
business
outcomes.
Add
to
that
the
10,000
Hours
of
Practice
theory
(In
the
book
Outliers,
author
Malcolm
Gladwell
says
that
it
takes
roughly
ten
thousand
hours
of
practice
to
achieve
mastery
in
a
field.)
and
it
is
clear
that
practice
is
a
critical
factor
in
mastering
new
skills
and
tools.
Then
consider
the
world’s
top
performers
in
any
sport,
and
you
won’t
have
to
look
far
to
find
dedicated,
specialist
coaches
to
keep
them
at
the
top.
©
The
Sales
Coach
2016
Harvard
Business
Review
reported
that
in
the
past
five
years,
top
businesses
have
focused
and
invested
more
in
coaches
to
work
with
sales
people
than
in
the
last
fifty
years – a
tenfold
increase!
The
report
found
that
top
quality
coaching
will
improve
the
results
of
the
middle
60%
of
a
salesforce
by
up
to
19%.
No
surprise,
as
top
performers
are
already
high
achievers,
and
the
bottom
performers
may
simply
not
be
in
the
right
career.
Our
experience
is
that
an
expertly
designed
programme
of
deliberate
practice,
supported
by
coaching,
is
the
optimum
way
to
embed
learning.
Coaching
can
be
delivered
in
person,
remotely,
virtually
and
in
combination
and
applied
to
individual
sales
people
and
sales
leaders,
for
whom
effective
coaching
is
a
critical
part
of
their
role.
-­‐5-­‐

6. 4.
Measure
Tracking
progress
and
success
is
a
critical
part
of
any
programme,
if
you
want
to
transform
sales
and
deliver
challenging
business
outcomes.
With
this
in
mind,
we
focus
on
three
main
areas
of
measurement:
Lead
Indicators;
Lag
Indicators;
and
Knowledge
Retention.
There
are
close
to
100
Lead
Indicators
that
we
have
seen
clients
using,
depending
on
what
aspect
of
their
sales
activities
they
need
to
measure.
Typically,
we
work
on
the
basis
of
a
few
rather
than
too
many,
in
order
to
avoid
‘analysis
paralysis’
and
overburdening
administration.
Lead
Indicators
show
early
behavioural
change
and
we’ll
agree
these
during
the
initial
consultation.
©
The
Sales
Coach
2016
Lag
Indicators
are
the
key
success
measures
of
business
outcomes.
They
are
likely
to
be
sales
KPI’s
that
you
usually
use.
Our
recommendation
is
that
we
focus
on
no
more
than
1
or
2
and
be
very
clear
on
the
change
we
are
seeking,
expressed
as
A
to
B
by
when.
This
ensures
absolute
clarity
and
sets
realistic
expectations
around
the
time
it
will
take
to
achieve
significant
change
and
results.
We
don’t
need
to
study
the
work
of
Hermann
Ebbinghaus
for
too
long
to
recognise
his
‘forgetting
curve’,
which
is
used
to
explain
how
information
is
lost
over
time,
in
a
matter
of
days
or
weeks,
unless
the
new
learnings
are
consciously
reviewed.
We
use
an
Artificial
Intelligence
tool
to
engage
with
teams,
immediately
after
learning
new
material,
to
check
their
Knowledge
Retention
and
pinpoint
factually,
where
coaching
efforts
are
required.
-­‐6-­‐

7. Meet
the
Sales
Coach.
From
setting
up
his
own
consulting
company
earlier
in
his
career
to
serving
as
a
Sales
Enablement
Lead
at
Accenture,
and
European
MD
of
the
global
Franklin
Covey
Sales
Performance
Practice,
Les
Bailey
brings
a
‘start-­‐up’
enthusiasm
and
entrepreneurial
approach
to
every
client
assignment
he
undertakes.
From
simple
product
to
complex
solution
sales,
and
roles
from
‘road
warrior’
to
sales
leader,
Les
has
mastered
most
sales
and
sales
leadership
roles
in
his
35
+
years
in
selling.
Les
is
known
for
his
passion
for
sales,
enthusiastic
workshop
delivery,
provoking
keynote
speeches,
consultative
insight,
quick
intellect,
incisive
coaching,
and
a
sense
of
humour.
Les
has
lectured,
trained
and
coached,
thousands
of
salespeople
and
leaders
at
organizations
including
the
following:
Accenture,
Akzo Nobel,
Alvarez
&
Marsal,
Avanade,
CIPD,
Colorcon,
CSC,
Dell,
Elsevier,
Eversheds,
EY,
FranklinCovey,
Genpact,
Hewlett-­‐Packard,
Hitachi
Consulting,
Health
&
Safety
Laboratories,
IBM,
iCrossing,
IM
Group,
Novo
Altum,
Quintiles,
Thales,
and
Travelport.
A
respected
expert
in
consultative
selling
and
an
authority
on
large,
complex
sales,
Les
is
sought
by
some
of
the
largest
and
most
successful
sales
organizations
in
the
world
to
help
inspire
people,
grow
talent
and
drive
better
sales
results.
He
is
a
member
of
the
Association
for
Coaching,
the
Association
of
Professional
Sales,
and
a
certified
teacher
of
Tracom Style
and
Versatility,
the
world’s
most
effective
interpersonal
skills
model.
GET
IN
TOUCH
The
Sales
Coach.
UK
Thrive
Ltd.
Brook
House,
129
Town
Street,
Newton,
Cambridge.
CB22
7PE
T:
+44
(0)1223
872080
M:
+44
(0)7979
535532
E:
Les@thrivesalescoaching.co.uk
W:
http://www.thrivesalescoaching.co.uk
©
The
Sales
Coach
2016
-­‐7-­‐

8. “Measurable
results
in
100
days…
GUARANTEED.”
Measurable
results
in
under
100
days.
Empower
any
established
sales
process
or
framework
and
achieve defined
business
impact
with
sustainable
behavioural
change.
Transform
results
at
individual,
team
and
enterprise
levels
with guaranteed
business
outcomes.
©
The
Sales
Coach
2016