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How to Implement a Sales Methodology So It Sticks

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These are the slides from my 7/17/2018 webinar on SMMConnect.com about implementing a sales methodology so it sticks and delivers results. You can register to watch the webinar recording at http://bit.ly/SMMwebinar-07172018 and download the slides there.

Published in: Sales
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How to Implement a Sales Methodology So It Sticks

  1. 1. How to Implement a Sales Methodology So It Sticks And Delivers Results! Mike Kunkle Host of Sales Transformation Straight Talk™ Founder, Transforming Sales Results, LLC © 2018 Transforming Sales Results, LLC
  2. 2. What • Sales Transformation Straight Talk webinar series Why • Provide you with the latest thinking and actionable ideas to transform sales results How • Solo webinars, guest speakers, panels, Q&A, always taking requests When & Where • Usually mid-month, usually mid-week, usually 2 pm Eastern, usually every month, and always here on SMM Connect! - Check www.smmconnect.com for details 2
  3. 3. AGENDA • The struggle with sales methodology implementations (org/people/leadership issues) • Why implementations fail (sales readiness issues) • The approach that gets real results • Added-value advice on modern sales methodology Our Plan for Today 3
  4. 4. The Struggle with Sales Methodology Implementations (People / Organizational / Leadership Issues)
  5. 5. The Struggle with Sales Methodology Implementations People Issues • People get superstitious about their “art” of selling 5
  6. 6. The Struggle with Sales Methodology Implementations People / Organizational Issues • The 16 Reasons employees don’t do what they’re supposed to do… 6 Condition Reasons Solutions Don’t know something What to do Training Coaching Why to do it How to do it Incorrect thinking Their way is better Coaching Counseling Your way won’t work Something else is more important They are doing it (lack of feedback) Misaligned consequences A negative consequence for doing it Manage consequences No negative consequence for not doing it A positive consequence for not doing it No positive consequence for doing it Constraints Obstacles beyond their control Counsel Change Transfer Terminate Personal limits (incapacity) Fear (anticipating failure) Personal problems No one could do it Adapted from Ferdinand F. Fournies
  7. 7. The Struggle with Sales Methodology Implementations Leadership Mindset and Issues • Bright shiny objects • Flavor of the month • Knee-jerk reactions • Fire fighting • More, faster, harder, longer • “Our Sales Managers are too busy to coach.” • “We hire experienced sales reps.” • “Our reps need to be selling, we can’t take them out of the field.” 7
  8. 8. In the land of the blind, theone-eyed man is king. ~ Desiderius Erasmus 8
  9. 9. Why Implementations Fail (The Sales Readiness Gap)
  10. 10. 10 Why Sales Methodology Implementations Fails • Not the right sales methodology for the business
  11. 11. Why Sales Methodology Implementations Fails • The methodology is right but the learning design or experience is very poor 11
  12. 12. Why Sales Methodology Implementations Fails • There is no post-training knowledge sustainment plan to assess and improve knowledge retention 12
  13. 13. Why Sales Methodology Implementations Fails • There is no plan beyond the initial training to continue skill development or provide practice with feedback loops 13
  14. 14. Why Sales Methodology Implementations Fails • There is no transfer plan to help reps apply the methodology on the job with real buyers 14
  15. 15. Why Sales Methodology Implementations Fails • There is little or no coaching support to guide employees to skill mastery over time 15 “An organization’s ability to learn, and translate that learning into action rapidly is the ultimate competitive advantage.” ~ Jack Welch, former General Electric CEO
  16. 16. Why Sales Methodology Implementations Fails • There is no plan to measure the lead and lag indicators for learning or performance (what gets measured gets done) 16
  17. 17. Why Sales Methodology Implementations Fails • Performance Management is absent or weak, so managers don’t use the data provided, inspect what they expect, and/or hold sales reps accountable to use what they learned 17
  18. 18. Why Sales Methodology Implementations Fails • The whole initiative is treated as an event (or series of events), rather than an ongoing project that is managed using proven change leadership and change management practices, to foster behavior change and cement those changes in the culture 18
  19. 19. Why Sales Methodology Implementations Fails – Summary • Not the right sales methodology for the business • The methodology is right but the learning design or experience is very poor • There is no post-training knowledge sustainment plan to assess and improve knowledge retention • There is no plan beyond the initial training to continue skill development or provide practice with feedback loops • There is no transfer plan to help reps apply the methodology on the job with real buyers • There is little or no coaching support to guide employees to skill mastery over time • There is no plan to measure the lead and lag indicators for learning or performance (what gets measured gets done) • Performance Management is absent or weak, so managers don’t use the data provided, inspect what they expect, and/or hold sales reps accountable to use what they learned • The whole initiative is treated as an event (or series of events), rather than an ongoing project that is managed using proven change leadership and change management practices, to foster behavior change and cement those changes in the culture 19
  20. 20. The Best Way to Implement and Support Your Sales Methodology
  21. 21. Support Your Sales Methodology with a Sales Learning System Learning Design Manager Enablement Knowledge Acquisition Knowledge Sustainment Skill Development Skill Transfer Coaching to Mastery Measures Change Management Performance Management 1 5 4 3 2 Training Content The 5 Stages of Sales Mastery & Behavior Change 21 3 Phases: • Prepare for Change (Purple) • Guide the Change (Blue) • Cement the Change (Gray) Thanks, Kurt Lewin • Unfreeze • Change • Refreeze © 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM
  22. 22. Support Your Sales Methodology with a Sales Learning System Learning Design Manager Enablement Knowledge Acquisition Knowledge Sustainment Skill Development Skill Transfer Coaching to Mastery Measures Change Management Performance Management 1 5 4 3 2 Training Content The 5 Stages of Sales Mastery & Behavior Change Prepare for Change • Ensure that your training content will get results • Design a great learning experience • Engage, enable, and empower frontline sales managers 22© 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM
  23. 23. Learning Design Manager Enablement Knowledge Acquisition Knowledge Sustainment Skill Development Skill Transfer Coaching to Mastery Measures Change Management Performance Management Training Content The 5 Stages of Sales Mastery & Behavior Change Prepare for Change • Ensure that your training content will get results • Design a great learning experience • Engage, enable, and empower frontline sales managers Guide the Change (The 5 Stages) • Teach the content, validate learning occurred • Sustain the knowledge • Develop skills (practice with expert feedback loops) • Transfer and apply skills on the job • Coach to mastery over time 1 5 4 3 2 23© 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM Support Your Sales Methodology with a Sales Learning System
  24. 24. Stage 1: Knowledge Acquisition Acquire the knowledge behind the skill with examples and assessments/tests to validate learning. eLearning, Classroom Instruction (FTF or Virtual), Assessments Stage 2: Knowledge Sustainment Sustain the knowledge; reverse the “forgetting curve.” Q&A, Check-Ins, Assessments, Learning Reinforcement Systems Stage 3: Skill Development Develop and practice skills. Convert knowledge into behavior. Flipped Classrooms, Role Playing, Live Simulations, Virtual Coaching Tools Stage 4: Skill Transfer Apply the newly- acquired and practiced skills in the workplace. Mentoring and Preparation to Use Skills, Forms/Job Aids/Performance Support Stage 5: Skill Mastery Guide and coach reps to skill mastery and performance outcomes, over time. Sales Analytics, Observation, Field Training and Coaching, Coaching Forms and Tools Learn something new. Must be known to work and produce results. What, Why, and How – maybe When/Where. Remember it. Just because they learned something new, doesn’t mean they’ll retain it. Develop skills. Provide practice and feedback. Just because they remember, doesn’t mean they can do it. Apply skills. Just because they can do it, doesn’t mean they will. (Skill/Will Matrix) Achieve mastery. Just because they tried it, doesn’t mean they did it well or will continue to do it. STAGE WHAT HOW WHY 24© 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM Support Your Sales Methodology with a Sales Learning System 5 Stages of Sales Mastery & Behavior Change
  25. 25. Support Your Sales Methodology with a Sales Learning System Learning Design Manager Enablement Knowledge Acquisition Knowledge Sustainment Skill Development Skill Transfer Coaching to Mastery Measures Change Management Performance Management 2 Training Content The 5 Stages of Sales Mastery & Behavior Change Prepare for Change • Ensure that your training content will get results • Design a great learning experience • Engage, enable, and empower frontline sales managers Guide the Change • Teach the content, validate learning occurred • Sustain the knowledge • Develop skills (practice with expert feedback loops) • Transfer and apply skills on the job • Coach to mastery over time Cement the Change • Get metrics and measures in place • Manage to behavior and performance expectations • Lead and manage the change until it cements in the culture 1 5 4 3 25© 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM
  26. 26. Sales Learning System Learning Design Manager Enablement Knowledge Acquisition Knowledge Sustainment Skill Development Skill Transfer Coaching to Mastery Measures Change Management Performance Management 2 Training Content The 5 Stages of Sales Mastery & Behavior Change Prepare for Change • Ensure that your training content will get results • Design a great learning experience • Engage, enable, and empower frontline sales managers Guide the Change • Teach the content, validate learning occurred • Sustain the knowledge • Develop skills (practice with expert feedback loops) • Transfer and apply skills on the job • Coach to mastery over time Cement the Change • Get metrics and measures in place • Manage to behavior and performance expectations • Lead and manage the change until it cements in the culture 1 5 4 3 26© 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM
  27. 27. How Sales Tools/Services Can Support The 5 Stages Learning Platforms Virtual Practice Environments Knowledge Skill Transfer Sustainment “Game Film” 1 3 2 4 5 Job Aids/Systems Manager Toolkits Sales Playbooks Mastery Coaching Learning Reinforcement Systems START Training Content Must Get Results When Used EPSS © 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM 27
  28. 28. Final Advice on Implementation • Study and become an expert in change management • “When going through Hell, keep going.” ~ Winston Churchill • “When stretching a rubber band, don’t let go too soon.” ~ Mike Kunkle 28 https://www.kotterinc.com/8-steps-process-for-leading-change/ https://www.rootinc.com/create-lasting-change/ https://www.prosci.com/change-management http://bit.ly/BetterChange 28
  29. 29. Added-Value Advice on Modern Sales Methodology
  30. 30. Start with the Right Methodology 30 Uh, seriously?
  31. 31. 31 Start with the Right Methodology Really?? Ha-ha!!
  32. 32. 32 Start with the Right Methodology One size fits all, right?
  33. 33. 33 Start with the Right Methodology Factors to Consider (all B2B) • Type of Sale: Transactional or consultative sale • Cost of Solution: Low, mid-tier, high price-point • # of Buyers: Simple sale (1-2 buyers) or complex sale (3-7+ buyers) • Level of Buyers: Frontline users, mid-level managers, executive • Solution Complexity: Simple to Highly-complex • Size/Type of Client Org: Start-up, SMB, Enterprise OR…
  34. 34. Added-Value Advice on Modern Sales Methodology 34 • My recommendation: Adapt, and don’t look back…
  35. 35. An Adaptive Sales Methodology is… 35 A flexible approach to selling that utilizes sales judgment to adjust the sales approach to fit the buyers’ situation. Why? Outside-In More buyer-centric Generate more leads Win more opportunities Competitive differentiation.
  36. 36. Why We Need a Different Approach to Selling “All failure is failure to adapt, all success is successful adaptation.” ~ Max McKeown, author of “Adaptability: The Art of Winning in an Age of Uncertainty” • B2B selling is more complex than ever • A VUCA business environment with adaptive problems • Quota achievement is trending downward • Buyers’ expectations of sellers are increasing • One size does not fit all • AI, Bots, & Machine Learning may replace transactional selling • Adaptive models have been proven in leadership • The quote about insanity (misattributed to Einstein) • This is what the very top producers tend to do. 36
  37. 37. Adaptive Sales Methodology 37Recorded Webinar: http://bit.ly/STSTonSMM-08092017
  38. 38. Appendix Appendix How to Implement a Sales Methodology So It Sticks And Delivers Results!
  39. 39. Your Host Mike Kunkle is a highly-respected sales transformation architect and internationally-recognized sales training and sales enablement expert. He’s spent 24 years as a corporate leader or consultant, helping companies drive dramatic revenue growth through best-in-class learning strategies and his proven- effective sales transformation methodologies. Today, Mike is the founder and sales transformation architect for Transforming Sales Results, LLC. He consults, advises, writes, speaks, leads webinars, designs sales learning systems that get results, and guides clients through all aspects of their sales transformation. Connect with Mike & Follow His Content Transforming Sales Results Services https://www.mikekunkle.com/services Transforming Sales Results Blog https://www.mikekunkle.com/blog SMM Connect Webinars http://bit.ly/STSTonSMM BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel LinkedIn Publisher http://bit.ly/MikeKunkleLIPublisher LinkedIn Profile http://www.linkedin.com/in/mikekunkle SlideShare http://www.slideshare.net/MikeKunkle Twitter https://twitter.com/mike_kunkle 978.254.5689 Office 214.494.9950 Google Voice mike@transformingsalesresults.com Mike Kunkle Founder & Sales Transformation Architect
  40. 40. Complimentary eBook #1 http://bit.ly/SalesCoachingEbook-SMM Mike Kunkle Founder & Sales Transformation Architect © 2018 Transforming Sales Results, LLC Sales Coaching Excellence The Path to a Best-in-Class Sales Force
  41. 41. Complimentary eBook #2 http://bit.ly/SalesLearningSystemEbook-SMM Mike Kunkle Founder & Sales Transformation Architect © 2018 Transforming Sales Results, LLC
  42. 42. Additional Reading: A Systems Approach to Sales Transformation • Overview: http://bit.ly/4SalesSystems-Overview (Blog Post) • Sales Selection System: http://bit.ly/4SalesSystems-Selection (Blog Post) • Sales Support System: http://bit.ly/4SalesSystems-SalesSupport (Blog Post) • Sales Learning System: http://bit.ly/SalesLearningSystemEbook-SMM (eBook) • Sales Management System: http://bit.ly/4SalesSystems-SalesManagement (Blog Post) © 2018 Transforming Sales Results, LLC
  43. 43. THANK YOU! 67 South Bedford Street Suite 400 West Burlington, MA 18103 www.mikekunkle.com/services mike@transformingsalesresults.com 978-254-5689 / 214-494-9950 smmconnect.com

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