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Modern Selling + Modern Learning = Sales Growth


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These are the slides from my 7/17/2019 webinar. You can watch the webinar for free at for registering (also free) for the website.

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Modern Selling + Modern Learning = Sales Growth

  1. 1. 1 Thanks to our sponsor! Modern Selling + Modern Learning = Sales Growth Mike Kunkle VP, Sales Enablement Services
  2. 2. 2 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 for details
  3. 3. 3 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.
  4. 4. 4 AGENDA • What is “Modern Selling?” And why now? • What is “Modern Learning?” • The Mashup to Improve Performance • Your Q&A. Our Plan for Today 4 4
  5. 5. 5 What is Modern Selling? And Why Now?
  6. 6. 6 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.
  7. 7. 7 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… • • •
  8. 8. 8 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 What Buyers Think About Sellers…
  9. 9. 9 Modern Selling: Why Now? Wait until after they have fully defined needs70% Wait until they have identified their solutions 44% 20% Only lock down the details When Buyers Contact Sellers… Identify & Clarify Needs Identify Solutions Evaluate Solutions Resolve Concerns Negotiate Implement
  10. 10. 10 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…
  11. 11. 11 Buyer-Centric Mindset Shift You get what you want by helping enough others get what they want. Zig Ziglar
  12. 12. 12 Modern Selling: Growing Need for “Human Differentiators” Learn more… • • • Why? Human Value-added Trust-building Buyer-centric Often Missing Highly Effective Connecting Dots Data to Insight Decision-Making Problem-Solving Critical Thinking Consulting Judgment Listening Empathy
  13. 13. 13 Modern Selling: The Future PatientCollaborative Well-informed Service-oriented Tech-savvy Data-driven & Insightful Business-savvy Communication skills Consultative Interpersonal skills Value Based Outcome Buyer Centric Outcome Oriented
  14. 14. 14 Modern Selling: The Future Sales Effectiveness Acumens © Transforming Sales Results, LLC • The building blocks of sales effectiveness • Includes but moves beyond “selling skills” and Sales Acumen. [More detail in Appendix]
  15. 15. 15 Modern Selling: Foundations © Transforming Sales Results, LLC • How/where you apply the Sales Effectiveness Acumens to daily workflow - This is the higher-level, supported by the deeper Acumens • Think “Pareto Principle:” - The foundations are the 20% of what sales reps do that will drive 80% of their results. [More detail in Appendix] Foundations of Sales Effectiveness
  16. 16. 16 Modern Selling: Shifting to a Buyer-Centric Methodology Shift to an outside-in, buyer-centric way of thinking… COIN-OP Personas Challenges Opportunities Impacts Needs Objectives Priorities Metrics / How they are measured Value messaging to capture interest based on  Targeted discovery questions / approach How to demo/present based on  How to build solutions to address COIN-OP Common concerns and how to resolve Competitors and how to position against Outcomes and value they want and how you enable both Role 1 Role 2 Role 3 etc. Buyer-Centric Messaging Matrix – Preparing for Better Business Conversations © Transforming Sales Results, LLC
  17. 17. 17 Modern Selling: Shifting to a Buyer-Centric Methodology Qualify the opportunity: • Funding • Alternatives • Committee • Timing / Urgency • Need & Solution Alignment Understand your buyers/decision makers: • Roles & Goals • Challenges | Opportunities | Impacts | Needs | Objectives | Priorities • Buying process • Buying process exit criteria • Metrics that matter most Flip the script to buyer-centric messaging: • Focus on problems not products • Discuss solutions to their problems • Focus on resolving impacts and enabling outcomes • Address both business and personal needs • Tailor by persona/person Do exceptional discovery: • Situation assessment • Current state • Future state • Gap analysis • Impact analysis • Outcomes Co-create solutions: • Build to solve problems • Build to deliver outcomes • Communicate value • Message by persona/person Manage the process: • Uncover/meet exit criteria per stage • Confirm acceptance of your support • Gain commitments to move forward • Keep your commitments/build trust • Communicate regularly with clarity • Manage both people and process And apply it to your sales process and methodology… © Transforming Sales Results, LLC & SPASIGMA
  18. 18. 18 Modern Selling: Shifting to a Buyer-Centric Methodology Meet Your Buyers Where They Are • When prospecting, learn where your buyer is ASAP and adapt and align accordingly – bring insights to create opportunity • Don’t STOP selling; sell DIFFERENTLY (find or create awareness of problems you solve) • Digital selling and social nurturing make sense but do not forgo outbound selling (observe and respond to trigger events and sales signals) • Even when in a Buying Process, recognize that the process may not be linear. Different decision makers/influencers may be in different stages at different times; shepherd and guide them appropriately • Remember that Objectives and Exit Criteria may vary by buyer • Don’t push; maintain forward momentum through trust, value, compelling outcomes, meeting exit criteria and HAM/BAM (have a meeting, book a meeting) • New entrants (decision makers or influencers), Objectives, or Exit Criteria, can change things; don’t get complacent. © Transforming Sales Results, LLC
  19. 19. 19 Modern Selling: Shifting to a Buyer-Centric Methodology Buying Process Exit Criteria: What each decision maker needs to see, hear, feel, understand and believe, in each stage of their buying process/purchase decision, to be comfortable moving forward to the next stage with you. Selling by Superstition Focus on Buying Process Exit Criteria • Uncover • Clarify • Validate • Meet • Confirm Acceptance © Transforming Sales Results, LLC
  20. 20. 20 Modern Selling: Shifting to a Buyer-Centric Methodology Reminders: • It’s about them, not you. Meet your buyers where they are (adapt) • Be problem-centric, not product-centric - Strike a POSE: Use personalized Problem, Outcome, Solution, Explore messaging for prospecting • Diagnose first, before prescribing - You can’t launch without NASA: Need And Solution Alignment • Qualification still matters: - Get your FACTs straight: Funding, Alternatives, Committee, Timing • Paint a compelling story of Before / After with impacts and outcomes • Engage them in co-creating solutions with you • Focus on Buying Process Exit Criteria • No “closing techniques” – just summarize and ask for commitment to move forward. Current State (Before) Desired Future State (After) Gap Analysis Impact Analysis © SPASIGMA, “Modern Sales Foundations”
  21. 21. 21 Modern Selling: Technology Support for Selling • Opportunity Identification • Call Optimization - Scheduling, recording, transcription/time stamps, CRM logging, real-time coaching support, battle-cards, resolving concerns, case study support • Opportunity Management - Needs analysis support, persona/GEO- based prescriptions, value/pricing analysis, buyer intent assessment • Sales Management Support - Rep productivity analysis - Coaching needs identification Video: Where Artificial Intelligence is Taking Us – (45 minutes) | |
  22. 22. 22 What is Modern Learning?
  23. 23. 23
  24. 24. 24 What is Modern Learning? This is a combination of learning methods that make-up a compelling learning experience and produce good business results. Assessment & Personalized Learning Paths Asynchronous Self-Directed Training Transfer, Coaching & Measurement Mobile Strategy Readiness Validation or Full- Scale Certification Synchronous Instructor-Led Training Spaced Repetition, Reinforcement & Feedback Loops Modern Learning MethodsOrchestrating Social & Informal Learning © Transforming Sales Results, LLC 24
  25. 25. 25 What is Modern Learning? Learning that is • Relevant • Bite-sized • Personalized • Blended • On-demand • Reinforced • Continuous • Optimizes informal and social
  26. 26. 26 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.
  27. 27. 27 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. • •
  28. 28. 28 What is Modern Learning? Spaced repetition, retrieval learning, reinforcement, and feedback loops
  29. 29. 29 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
  30. 30. 30 Modern Learning Methods Readiness validation or full-scale certification © Universal Studios
  31. 31. 31 The Mashup to Improve Performance
  32. 32. 32 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.
  33. 33. 33 Plan to Get Results from Your Sales Training 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 Learning Design Manager Engagement 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 © Transforming Sales Results, LLC
  34. 34. 34 Transfer4 Job Aids/Systems Manager Toolkits Sales Playbooks Workflow Support Use Sales Enablement Tools/Services to Support The 5 Stages Stage 1: Knowledge Acquisition Stage 2: Knowledge Sustainment Stage 3: Skill Development Stage 4: Skill Transfer Stage 5: Skill Mastery Virtual Practice Environments 3 Skill Learning Reinforcement Systems 2 Sustainment Conversation Intelligence Coaching 5 Mastery Learning Platforms 1 Knowledge START Training Content Must Get Results When Used © Transforming Sales Results, LLC
  35. 35. 35 Appendix
  36. 36. 36 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 SMM Connect Webinars BrightTALK Webinars LinkedIn Publisher LinkedIn Profile SlideShare Twitter 216.455.1558 Mike Kunkle VP, Sales Enablement Services
  37. 37. 37 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.
  38. 38. 38 © 2019 Allego, Inc. Essential Guide to Modern Sales Onboarding Five guiding principles, strategic considerations, and tactical recommendations! Download here: Complimentary eBook #1!
  39. 39. 39 © 2019 Allego, Inc. The State of Sales Coaching 2019 From the perspective of Sales Reps, Front Line Sales Managers, and Sales Enablement Pros! Download here: Complimentary eBook #2!
  40. 40. 40 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.
  41. 41. 41 Download here: No name or email required Complimentary eBook #3! © 2019 SPASIGMA
  42. 42. 42 WHO? WHERE? WHY? HOW? WHAT? WHEN?
  43. 43. 43 THANK YOU! And remember to check out the other resources in the Appendix after this slide!
  44. 44. 44 Other Resources
  45. 45. 45 Modern Selling: Sales Effectiveness Acumens (Detail) Sales Acumen Includes sales research, sales call planning, prospecting/lead generation, digital selling practices, opportunity qualification, consultative selling using an adaptive sales methodology (including discovery/situation assessment, solution development/co-creating solutions, developing proposals, conducting demos and/or presenting solutions/solution dialogue, resolving concerns, and gaining commitment), sales meeting management, multi- threading to message appropriately to buyers with different interests, storytelling, insight selling, negotiating, influence skills, consulting skills, general dialogue and communication skills, team selling, and strategic account management. Customer Acumen Understanding general buyer personas and buyers’ journey or buying processes, including Challenges, Opportunities, Impacts, Needs, Objectives, Priorities (COIN-OP), decision process, decision criteria, decision roles, desired outcomes with metrics/measures, and consideration of both the decision makers’ business and personal needs. Solution Acumen Understanding of products and services and how they solve customer problems, critical thinking and problem solving, forcefield analysis, how solutions tie to Industry Acumen, Financial Acumen, Customer Acumen, and Ecosystem Acumen. This is the culmination of acumens, used to create value for customers (and differentiation for the company) to achieve customers’ desired outcomes. Includes an understanding of competitive offerings and how to position against them, as well as against DIY and the status quo. Business Acumen Understanding business models, financial acumen, operational metrics/outcomes such as key performance indicators and critical success factors, pricing, how customer organizations make money, and how to build a business case and calculate ROI. Industry Acumen Domain Expertise: Understanding the industry challenges, opportunities, technologies, regulations and legislation, business practices, current events/news, and the general state of the profession. Ecosystem Acumen As applicable, understanding of vendor and channel partners and how to most effectively build relationships and engage with them to uncover, manage, and win opportunities through the effective co-creation of solutions for customers. Organizational Acumen How to plan and organize effectively. Includes territory planning, account planning, sales call planning, leading sales meetings, task management, using CRM, sales enablement tools, other technology tools and performance support, action planning, calendaring, project management, change management, and personal productivity practices. Operational Acumen How to get things done: how to make things happen in your own organization and in others – includes an understanding of processes, political savvy, culture, collaboration, consensus-building, and the ability to execute on all the above plans effectively. © Transforming Sales Results, LLC
  46. 46. 46 Modern Selling: Foundations of Sales Effectiveness (Detail) Value Creation Value creation is your ability to understand what each buyer values and co-create solutions to deliver value and communicate the outcomes of your solution to articulate the value you deliver. Value includes Business Value, Experiential Value, Aspirational Value, and Personal Value. Buyer Centric Being buyer centric is an outside-in mindset that considers everything you do from the buyers’ perspective and influences your behavior to act in your buyers’ best interest, to achieve your success by supporting their success. Prospecting Prospecting is the act of researching, planning, and approaching decision maker contacts in target accounts, in such a way to successfully generate interest in exploring how you might help them achieve their goals, and setting an appointment to do so. Discovery Discovery is the act of understanding you buyers’ situation and what matters most to the decision makers and key influencers – their current state and related impacts, their desired future state and related outcomes, and the size of the gap and the urgency to close it. Opportunity Qualification Opportunity qualification is analyzing various factors of the situation that typically indicate that there is an opportunity (a problem you can solve that is compelling enough to spur action) and that you have a reasonably enough likelihood of winning the business to commit the time, energy, resources and money to pursue it. Opportunity Management Opportunity management is the act of purposefully uncovering and satisfying each buyers’ decision criteria and buying process exit criteria, to successful shepherd the opportunity through the stages of the buying and sales process to a final win decision. Strategic Account Management SAM is the act of analyzing account potential, setting account objectives, considering relationships and other factors to build an account plan that will achieve the pre-set objective, and executing that plan to achieve the objective (usually: grow, maintain, recover). Territory Management Territory management is the act of analyzing the accounts and potential within your territory, however it is structured, to ensure proper account coverage and to optimize the potential of your territory. Account Planning Account planning is the act of setting account objectives and creating a plan to achieve them. Part of Strategic Account Management. Sales Call Planning Sales call planning is the act of setting sales call objectives and then creating a plan to achieve them. Resolving Concerns Buyers and customers may express various concerns at any stage of the buying process or customer lifecycle. Resolving concerns is the act of following a buyer-centric process to acknowledge and clarify their issues to identify the type of concerns they have, so you can offer relevant perspectives and recommendations to effectively address them. © Transforming Sales Results, LLC
  47. 47. 47 Supporting Knowledge Acquisition Mobile strategy: • Available anywhere, anytime – whenever possible
  48. 48. 48 Supporting Knowledge Acquisition Make learning feel personalized: • Competency Assessments with Personalized Learning Plans 48 Others
  49. 49. 49 Supporting Knowledge Sustainment • Q & A is better than review: - The Testing Effect - Retrieval Learning Resources: • • • • 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
  50. 50. 50 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.
  51. 51. 51 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
  52. 52. 52 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
  53. 53. 53 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.
  54. 54. 54 Supporting Skill Transfer / Application • Workflow performance support example: Membrain
  55. 55. 55 Supporting Skill Transfer / Application • Workflow performance support example: Revegy
  56. 56. 56 Supporting Skill Transfer / Application • Digital Sales Playbooks - Allego - DSG / vPlaybook - Playboox - ToutApp - Accent
  57. 57. 57 Supporting Skill Transfer / Application • Digital Sales Playbooks
  58. 58. 58 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.
  59. 59. 59 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.
  60. 60. 60 Supporting Sales Mastery Ongoing competency assessments and personalized learning paths
  61. 61. 61 Supporting Sales Mastery • Call recording / Conversation Intelligence - Chorus - Gong - ExecVision - Refract - Tethr - Balto Individual review/coaching Best practice sourcing Sales force analysis AI / ML analysis Training tool Prompts.
  62. 62. 62 Supporting Sales Mastery • Coaching software - Allego (and other Sales Readiness vendors) • Messaging practice and feedback - - Xvoyant