These are the slides from my 7/17/2019 SMMConnect.com webinar. You can watch the webinar for free at https://www.smmconnect.com/events/1617?gref=mikek for registering (also free) for the SMMConnect.com website.
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What
• Sales Transformation Straight Talk webinar series
Why
• Provide the latest thinking and actionable ideas to transform
your 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, right here on SMM Connect
- Always check www.smmconnect.com for details
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www.allego.com
Thanks to
our sponsor!
Allego’s mission is to help sales and other professionals succeed by more effectively accessing,
mastering, and utilizing knowledge.
We accomplish this with a mobile-friendly sales learning and readiness platform that elevates
sales team performance by combining training, practice, coaching and knowledge sharing
into one app, streamlined for the rapid pace of sales.
Our proven Blueprint Methodology ensures that teams successfully adopt and utilize our
software. And our organization-wide commitment to customer success is spearheaded by our
Customer Success team.
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AGENDA
• What is “Modern Selling?” And why now?
• What is “Modern Learning?”
• The Mashup to Improve Performance
• Your Q&A.
Our Plan for Today
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What is Modern Selling?
• It’s the best of the past:
consultative, value-based,
client-centric approaches…
• … molded to work with modern
buyers, in our current business
climate…
• …using the current technology
to improve efficiency and
support effectiveness.
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Modern Selling: Why Now?
Buying is evolving – Sales, not so much:
• The percentage of salespeople making quota dropped from 63% to 53% over a 5-year period. (CSO Insights)
• Only 39% of a sales rep’s time is spent selling or interacting with prospects and customers.
• In 2007 it took 3.68 cold call attempts to reach a prospect. Today it takes 8 attempts.
• 85% of prospects and customers are dissatisfied with their on-the-phone experience.
• 58% of buyers report that sales reps are unable to answer their questions effectively. (Spotio)
• Only 23.9% of sales emails are opened. (Topo)
• 67% of the buyer’s journey is now done digitally (Sirius Decisions)
• 94% of B2B buyers will research online before finalizing a purchase.
• In a typical firm with 100-500 employees, an average of 7 people are involved in buying decisions (Gartner)
• 88% of executive buyers want a conversation not a presentation. (Acquire B2B)
Learn more…
• https://learn.g2.com/sales-statistics
• https://spotio.com/blog/sales-statistics/
• https://blog.hubspot.com/sales/sales-statistics
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Modern Selling: Why Now?
33% 27% 25% 60%
Feel that sellers are
well-informed
Say salespeople are
able to translate
business data into
insights
Of sales reps are
effective at engaging
with influencers
Question their sales
rep’s integrity
https://www.valueselling.com/press-release/study-finds-most-b2b-buyers-question-sales-reps-integrity
What Buyers Think About Sellers…
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Modern Selling: Why Now?
Wait until after they have fully defined needs70%
Wait until they have
identified their solutions
44%
https://www.csoinsights.com/the-growing-buyer-seller-gap-results-of-the-2018-buyer-preferences-study/
20%
Only lock down
the details
When Buyers Contact Sellers…
Identify &
Clarify Needs
Identify
Solutions
Evaluate
Solutions
Resolve
Concerns
Negotiate
Implement
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1 2 3 4
Understand my
business. Know me.
Demonstrate excellent
communication skills.
Focus on post-sale. Provide insights and
perspective.
Modern Selling: Why Now?
What Buyers Expect…
https://www.csoinsights.com/the-growing-buyer-seller-gap-results-of-the-2018-buyer-preferences-study/
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What is Modern Learning?
Learning that is
• Relevant
• Bite-sized
• Personalized
• Blended
• On-demand
• Reinforced
• Continuous
• Optimizes informal and social
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What is Modern Learning?
Blended Learning
• Reading
• eLearning
• Video
• Cohort discussion group
• Social / collaboration channels
• Assignments
• Assessments
• Virtual Instructor-led Training (vILT)
• Classroom Instructor-led Training (ILT)
• Coaching (virtual, peer, field)
• Mentoring.
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What is Modern Learning?
Flipped Learning
• From “sage on the stage”
to “guide on the side”
• Before: Prep and learning
of concepts in advance
• During: Classroom time
spent actively engaged in
problem-solving,
application, practice,
receiving feedback,
rerunning role plays,
running process
simulations
• After: Post-lesson
reinforcement. • https://facultyinnovate.utexas.edu/sites/default/files/what-is-flipped_comparison-table-120516.pdf
• https://facultyinnovate.utexas.edu/flipped-classroom
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What is Modern Learning?
Spaced repetition, retrieval learning, reinforcement, and feedback loops
https://www.allego.com/resources/whitepaper-forgetting-curve/
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Modern Learning Methods
Orchestrating social collaboration / informal learning
• Promote and track informal learning:
- Utilize a Buddy System
- Sharing between colleagues, top producers, SMEs, executives, sales enablers
• Source and moderate “best practice” content
- Ensure you don’t have “the blind leading the blind,” or the “one-eyed king”
- Encourage reflection on their own experience and sharing
• Try structured OJT to drive better experiential learning
• Incorporate throughout the course of everyday work life.
Buddy
System
Colleagues’
Perspective
Experience,
Reflection &
Sharing
Structured
OJT
Recording Live
Meetings
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Don’t Throw Old Instructional Design Out the Modern Window
• Set performance goals and milestones
• Conduct job, task, and top-producer
analyses
• Develop learning objectives to meet the
performance goals/milestones
• Organize by workflow (process and
methodology) and chunk, sequence, and
layer content
• Teach the Need-to-Know content to hit
the performance goals/milestones
• Use Modern Learning principles to
structure the lessons, courses, and
curriculum.
Let’s not throw the baby
out with the bathwater.
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Mike Kunkle is a respected sales transformation architect and
internationally-recognized sales training and sales enablement expert.
He’s spent 34 years in the sales profession and 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 Vice President of Sales
Enablement Services for SPA and SPASIGMA, where he advises clients, writes, speaks, leads
webinars, publishes sales training courses, and designs sales learning systems that get results.
Connect with Mike & Follow His Content
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 https://www.linkedin.com/in/mikekunkle
SlideShare https://www.slideshare.net/mikekunkle
Twitter https://twitter.com/mike_kunkle
216.455.1558
mike.kunkle@spasigma.com
Mike Kunkle
VP, Sales Enablement Services
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www.allego.com
Allego’s mission is to help sales and other professionals succeed by more effectively accessing,
mastering, and utilizing knowledge.
We accomplish this with a mobile-friendly sales learning and readiness platform that elevates
sales team performance by combining training, practice, coaching and knowledge sharing
into one app, streamlined for the rapid pace of sales.
Our proven Blueprint Methodology ensures that teams successfully adopt and utilize our
software. And our organization-wide commitment to customer success is spearheaded by our
Customer Success team.
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http://www.strategicpricing.com
https://spasigma.com
SPA is a leading provider of profit-maximizing analytics and skills training.
SPA integrates pricing, sales, and purchasing analytics with
sister-company SPASIGMA’s virtual sales training and
platforms to drive and monetize customer value.
Together, they have helped over 600 businesses
boost profitability and competitive advantage.
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Supporting Knowledge Sustainment
• Q & A is better than review:
- The Testing Effect
- Retrieval Learning
Resources:
• https://www.worklearning.com/wp-content/uploads/2017/10/Learning-Benefits-of-Questions-2014-v2.0.pdf
• https://www.cultofpedagogy.com/retrieval-practice/
• http://theelearningcoach.com/learning/retrieval-cues-and-learning/
• https://openlearning.mit.edu/campus/resources-and-references/retrieval-practice-testing-effect
The ability to recall and remember knowledge increases
if it is periodically retrieved. The act of retrieval solidifies
learning, particularly when feedback is provided.
~ MIT Open Learning
https://openlearning.mit.edu/about
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Supporting Knowledge Sustainment
• Bite-sized reminders/retrievals / Flash drills
• Push technology (There’s an app for that)
• Access to deeper reinforcement
• Can be linked to coaching
Qstream
Mindmarker
Axonify
count 5.
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Supporting Skill Development
• Reps view the assigned role play
exercise instructions
• Reps record as many takes as they
need
• Practice and record software
demos using screen recording
• Shared securely with permission-
based access
• Managers review and use point-in-
time coaching (asynchronous)
• Managers can coach one-on-one
live, based on the recording
• Scoring is configurable for
certifications, contests, etc.
Images and technology courtesy of my friends at Allego
Use video practice to
reinforce knowledge and
develop skill
Virtual Practice with Feedback & Coaching
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Supporting Skill Development
• Team or one-on-one virtual practice (live)
• Recordings for asynchronous feedback or
post-event live coaching
• Manager attends for synchronous coaching
(on-the-spot or post-practice)
• Simulations / simulated role plays
• Call-in / dial-in service with external
customer/coaches.
Virtual Practice with Feedback & Coaching
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Supporting Skill Transfer / Application
• Present curricula of content
that matters, in bite-sized
chunks
- Chunk / Sequence / Layer
• Foster crowdsourced
collaboration / social learning
/ best practice sharing
- Engagement / Culture / Transfer.
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Supporting Skill Transfer / Application
• Downloadable or digital job aids
“Inside every fat course, there’s
a thin job-aid crying to get out.”
~ Joe Harless
Resources for Job Aids
• Elliott, P., Job Aids, in Stolovitch and Keeps: Handbook of Human
Performance Technology
• Gawande, A.: Checklist Manifesto
• Rossett, A.: Handbook of Job Aids
• Rossett, A.: Job Aids and Performance Support.
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Supporting Skill Transfer / Application
• Downloadable or digital Manager Toolkits
- Designed to help managers support training,
and help reps prepare to apply what was
learned with real prospects and clients.