sales onboarding best practices

sales onboarding
twice as good in half the time
:: @mike_kunkle :: transforming sales results ::

“advice about how to figure out
what’s right for you, is better than
advice about what to do.”
~ mike kunkle
hey, that’s me!
sales onboarding :: #salesonboard2x:: @mike_kunkle :: transforming sales results :: 2

sales onboarding best practices
• data
• selection
• definitions
• in the beginning…
• what to avoid
• milestones
• content
• curriculum
• execution.
agenda

compiled internet search from
sources that referred to CSO
Insights’ annual surveys.
there’s other data in the links
and reports in the appendix
new sales rep ramp-up times

64% of reps: 7 months to >1 year to ramp-up!
~ 44%
~ 20%

results, post implementation
• decreased ramp-up time by: 23%, 34%, 47%, 52% (3-18 months)
• at 120 days, new reps outperformed a control group of 5-year reps
by 21% (6 months)
• increased sales/rep in the 90 days after training by 2.3/month –
avg. increase of $183k/class or $36.6mm/year (9 months)
• improved average profitability/new reps by 11% (4 months)
• improved new rep win-rate by 16% (6 months)
• $398mm yoy revenue increase, $9.96mm net profit increase, and a
400% roi (12 months).
results achieved with this onboarding method

develop sales
analytics
align
compensation
fine-tune sales
support
hire the
right reps
train the sales
management levers
what & how to train
how to coach
how to diagnose gaps
how to manage
performance
train the sales
position levers
note: these performance levers are just examples and may not be right for your organization.
remove policy
& sop barriers
competencies
behaviors
traits
sales planning
territory
management
consultative
selling
account
selection
technology &
tool use
pipeline
management
account
development
hiring right is the first step of effective onboarding

track success
metrics
align
compensation
fine-tune sales
support
hire the
right reps
train the sales
management levers
what & how to train
how to coach
how to diagnose gaps
how to manage
performance
train the sales
position levers
note: these hiring methods are just examples and may not be right for your organization
remove policy
& sop barriers
competencies
behaviors
traits
sales planning
territory
management
consultative
selling
account
selection
technology &
tool use
pipeline
management
account
development
• competency mapping
• top-producer analysis
• psychometric assessments
• behavioral interviewing
• top-grading
• simulations.
hiring right is the first step of effective onboarding
see appendix

some definitions
• orientation
- introductory activities, meetings and training that introduce the employee to the
company, policies, culture, local facility, and key personnel with whom they will be
working
• onboarding
- job-related training to enable the employee for sales success
- should occur in phases, based on performance milestones
• start dates: acceptance, employee, orientation, and onboarding
- the date the employee acceptance is cleared, the employee starts, the orientation
starts, and the onboarding training starts
- the employee start date and orientation start should be the same, whenever possible.
“the beginning of wisdom is the definition of terms”
~ Socrates

some definitions
• pre-start logistics
- things that can be done in advance of the employee start date, to ensure the
employee moves as quickly as possible through the phases
• offer-to-start date windows
- the time frames from offer acceptance until the employee starts, until orientation
starts, and onboarding starts
- depending on company policies, these windows provide a critical timeframe in which
to complete as many pre-start logistic activities as possible
• performance-ready date
- the date at which the employee completes onboarding and is fully ready to perform.
~ Socrates

some definitions
our focus today will primarily be…
 sales onboarding 
job-related training to enable the
employee for sales success
~ Socrates
while these are important, our focus today is not:
• planning, managing, or accelerating pre-start logistics
• orientation activities
• metrics, measures, reporting for non-onboarding elements
• will offer brief thoughts in the next section
• see appendix for some resources for these topics.

in the beginning…
• applies to hr, it, telecom, facilities, logins, other logistics
• remove obstacles and distractions for new employees
• do as much as possible in the pre-start logistic phases
- coordinate | simplify | use lean principles
- be transparent with tracking | hold people accountable
- have everything ready or completed when employees start
- provide job aids, good single-source documentation (don’t make them search
everywhere), and “buddies” who can help speed through any remaining
logistics issues
- consider one of many technology / sales enablement options that enable
onboarding (see appendix).

• biggest challenges
− no plan
− logistics derail learning
− too much content…
…delivered too soon…
… and too quickly
− combining logistics,
orientation & onboarding
− uncoordinated effort
− no checkpoints, gating,
or assessments
what to avoid
− no sustainment, transfer or coaching to mastery (stc2m)
− and…

• biggest challenges
what to avoid
“go get ‘em, tiger!”

• resolving these challenges is necessary, but not enough
2-part solution (stop + start)
no plan
too much
content…
logistics derail
go get
‘em, tiger!
no stc2m
no checkpoints
or assessments
…too soon
…too quickly…
mashing
elements
uncoordinated
efforts
stop

• so minimize/eliminate the challenges, but also…
2-part solution (stop + start)
no plan
too much
content…
logistics derail
go get
‘em, tiger!
no stc2m
…too soon
…too quickly…
mashing
elements
uncoordinated
efforts
performance milestones
content that matters
need to know, by milestone
chunk, sequence, layer
effective learning systems.
no checkpoints
or assessments
start
stop

1 2 3
3 successive
quota months
milestone 3
first month
at quota
milestone 2
metrics that matter
performance
• determine 2-3 major milestones
• benchmark them
• build everything around them
• measure, report, analyze, adjust
• focus on “need to know” for
each milestone
disclaimer: this is just an example. these
are my preferred outcome measures in
companies where quotas occur monthly.
this nuance may vary by industry, company,
product and/or service, sales cycle and
quota structure. you need to determine
the most reasonable and effective
milestones for your company.
first sale
milestone 1
time

??????
metrics that matter
performance
What if your sales cycle is:
• 9 months?
• 12 months?
• 18 months?
???
time
milestone 2 milestone 3
milestone 1

metrics that matter: sales performance
performance
time
lag indicators
- short sales cycle -
lead Indicators
- long sales cycles -
wins / losses calls / contacts / campaigns
revenue / quota appointments set *
velocity opportunities entered
negotiated pricing / profitability presentations / proposals
sales process metrics (post-decision
conversion analysis)
sales process metrics (pre-decision
conversion rates)
and more… and more…

metrics that matter: learning performance
performance
time
lag indicators lead indicators
courses completed (on-time, late) courses started (on-time, late)
assessment scores (pass/fail) assessments taken (on-time, late)
assignment grades pre-work completion
role play scoring assignment completion
final certification vilt attendance for ilt prep
and more… and more…

top producer analysis
• conduct task analyses for content buckets
- what, why, how (when, where)
- difficulty, importance, frequency
• define sales process | sales methodology
• identify performance levers (80/20)
• compare top & middle – differentiators
• build continue | start | stop lists
• build content around replicable skills.
content buckets Top 4%
Bottom 20%
Top 4%
Rest of Top 20%
(16%)
Middle 60%
Above Average
Below Average
Average
Bottom 20%
http://www.mikekunkle.com/?s=%22how+to+increase+sales+with+top+producer%22

chunk | sequence | layer
• well-known instructional design strategy – should be maximized for
onboarding
- chunk like topics together
- teach in smaller chunks with reinforcement and assessments to increase retention
- order chunks in a logical sequence that will make sense for the learner and be easier
to absorb
- layer additional related chunks or new chunks on top of already-well-learned
information and skills
• involve a good instructional designer with firm “need to know”
filters
http://bit.ly/BasicISD

content everything the rep needs to know

what happens when we cram
milestone 1
oops! takes too long!

still not good enough
what happens when we cram
milestone 1
now chunked & sequenced

let’s reset and try again

see the difference?
need to know
just what’s needed
to get to the
first milestone!
milestone 1

now even better!
chunked & sequenced!
need to know
milestone 1
to get to the
first milestone!

need to know
chunked & sequenced

need to know
chunked & sequenced
need to know
chunked,
sequenced &
layered
repeat, layering
to get to the
second milestone!

need to know
chunked & sequenced
need to know
chunked,
sequenced &
layered
need to know
chunked,
sequenced &
layered
one more
time for the
third milestone!
everything here has now been taught, at the right time

content milestone 1 milestone 2 milestone 3
process • first 2 stages only + • remaining 4 stages + • account management
tasks
• account selection
• sales research +
• diagnostics/solutions
• cpq/proposal dev + • territory management
method
• prospecting
• leading sales meetings +
• presentations
• negotiation +
• uptiering
• referrals
crm
• log leads
• link research
• log contacts | actions
+
• opportunity mgt.
• exit criteria logging +
• account analytics
• industry trends
• alerts
solutions
• free assessment tool
• general services info + • xyz services/solutions +
• xyz add-ons
• full solution set for abc
collateral
• vertical research data
• case studies +
• xyz documentation set
• xyz outcomes study + • abc documentation set.
note: this is a partial, oversimplified example for demonstration purposes and may not apply to your business
example

• map out the entire customer lifecycle
- sales process = stages a sales progresses through to a decision
- sales methodology = what a rep does in each stage
- map lead-gen through account management
- only teach the process & methods needed to achieve each milestone
• teach business process and workflow
- word processing analogy: don’t teach menus; teach how to build a document
- simulate the real-world activities in the training, following the sales process stages
- teach the best practice methodology in each stage
- use as much roleplay and simulation as possible with feedback, coaching, and
learning/practice loops.
chunk/sequence/layer by sales process & methodology
https://www.linkedin.com/pulse/align-sales-performance-ecosystem-your-customer-lifecycle-mike-kunkle
https://www.linkedin.com/pulse/20140914192639-834966-how-to-build-a-blended-sales-training-curriculum

• separate teaching knowledge (prerequisite) and skill (using the
knowledge)
- use progressive blended learning (elearning, vilt and ilt) and flipped classroom
- incorporate feedback/coaching with learning loops/repeated practice (re-runs)
- use simulations: teach them the job by doing the job
• assess frequently – create checkpoints or stage gates
• supplement with structured ojt – must be well-planned, well-
executed, and consistent
• use social learning concepts and communities to engage mentors
and support the learners.
other thoughts on curriculum and learning effectiveness

this is the same as everything else – stop over-training product
• what do reps need to know and do, to get to each level?
• chunk, sequence and layer that and teach appropriately
• with highly-complex products, plan how you will support reps
(sales engineers, a buddy system, mentors, managers, a deal desk,
performance support, great collateral, etc.)
• get off “fact training” quickly and onto product “scenario training”
a word about product training
https://www.linkedin.com/pulse/sales-leaders-stop-wasting-time-product-training-mike-kunkle

effective learning systems
the framework
content
design
managers
transfer
coaching
measures
perf. mgt.
integration
alignment
change

the framework
• most common
training focus
content
design
managers
transfer
coaching
measures
perf. mgt.
integration
alignment
change

the framework
• the difference
content
design
managers
transfer
coaching
measures
perf. mgt.
integration
alignment
change

the framework (combined)
• powerful
• rare
• competitive
differentiation content
design
managers
transfer
coaching
measures
perf. mgt.
integration
alignment
change
“our people are
our greatest
asset!”

• ensure content matters
• design great learning
• engage managers
• sustain/transfer
• coach to mastery
• measure for success
• manage performance
• lead & manage change.
content
design
managers
transfer
coaching
measures
perf. mgt.
integration
alignment
change
one hour atd webcast recording: http://webcasts.td.org/webinar/1312

summary: key differentiators
• hiring right
• top producer content
• performance milestones
• need-to-know by milestone
- chunk | sequence | layer
• effective learning system

sales onboarding
twice as good in half the time
appendix
:: @mike_kunkle :: transforming sales results ::

about mike
mike is a training and organization effectiveness leader with special
expertise in sales force transformation.
• after his initial years on the frontline in sales and sales management, he spent the
next 21 years as a corporate manager or consultant, leading departments and
projects with one purpose – improve sales results.
• today, in his role as commercial training & development leader for a Fortune 10
corporation, mike uses his in expertise in best-in-class learning strategies, methods,
processes, and change leadership to develop the capabilities of sales representatives
and sales managers to drive business results.
• mike freely shares his own sales transformation methodology, speaking at
conferences and writing online (see http://bit.ly/PerfLevers082011and
http://bit.ly/EffectiveSalesLearningSystems as examples) and can be reached at
<mike at mikekunkle dotcom>, through his blog at http://www.mikekunkle.com, or
on various social media sites.
- linkedin
- twitter
- google+
- slideshare
let’s get
connected!
http://www.mikekunkle.com/about-me
the thoughts and opinions expressed are my own
appendix

some hiring | selection methods (multiple approaches)
• http://davestein.biz/2012/03/07/psychometric-testing-in-the-sales-hiring-process/
• http://www.mikekunkle.com/2011/04/18/should-you-use-psychometric-assessments-to-hire/
• http://uniformguidelines.com/testassess.pdf
• http://www.shrm.org/about/foundation/research/Documents/assessment_methods.pdf
• http://pages.uoregon.edu/sanjay/bigfive.html
• http://www.outofservice.com/bigfive/
• http://www.ddiworld.com/DDIWorld/media/white-papers/targetedselection_mg_ddi.pdf?ext=.pdf
• http://www.ddiworld.com/product-guide/selection-and-assessment/job-simulations/assessing-talent-sales-
professional
• http://www.slideshare.net/salesbenchmarkindex/talent-management-the-topgrading-interview-process
• https://topgrading.com/products/topgrading-for-sales/
• http://chally.com/by-functional-area/sales-force-expertise/
• http://www.sibson.com/publications/perspectives/Volume_21_Issue_2/sales-competencies.html
• https://www.luminalearning.com/luminaproducts/sales/en-us
• http://www.profilesinternational.com/employee-assessment-products-overview/profiles-sales-assessment/
• https://www.brooksgroup.com/sales-hiring-assessments/hiring-assessments-depth/
• http://ceb.shl.com/us/solutions/talent-acquisition/volume-recruiting/
• http://www.selfmgmt.com/en/products/selection/sales_recruiting_and_selection/salespro.aspx
• http://www.salesmomentum.com/products-view/sales-simulation/
• http://processspecialist.com/talent-assessment.htm
appendix

new employee orientation
• http://www.shrm.org/about/foundation/products/documents/onboarding%20epg-%20final.pdf
• http://humanresources.about.com/od/retention/a/keepnewemployee.htm
• https://www.td.org/Education/Programs/New-Employee-Onboarding
• https://www.td.org/Publications/Books/New-Employee-Orientation-Training
• https://www.td.org/Publications/Magazines/TD/TD-Archive/2012/09/New-Hire-Onboarding-Common-
Mistakes-to-Avoid
• http://opensiuc.lib.siu.edu/cgi/viewcontent.cgi?article=1081&context=ojwed
• http://v1.aberdeen.com/launch/report/benchmark/8383-RA-strategic-onboarding-talent.asp
• http://v1.aberdeen.com/launch/report/research_report/9865-RR-twentyfirst-century-onboarding.asp
• http://www.skilldirector.com/sdle.html (for competency assessments with custom learning plans)
appendix

measurement – lead and lag indicators
• http://kpilibrary.com/topics/lagging-and-leading-indicators
• http://www.slideshare.net/ianjseath/understanding-lead-and-lag-indicators
• http://blogs.salesforce.com/company/2012/11/the-power-of-key-performance-indicators.html
• http://www.insightsquared.com/2013/06/leading-vs-lagging-sales-performance-analytics/
• https://www.richardson.com/PageFiles/3300/verifiable_outcomes_download.html
appendix

some companies that support onboarding
• http://www.savogroup.com/solutions/smarter-execution/#fastonboard
• https://www.therevenueaccelerator.com/home
• http://www.salesbenchmarkindex.com/onboarding-new-sales-reps
• http://www.mindtickle.com/ (click “for sales teams”)
• http://learncore.com/sales-lms/
• http://www.commercialtribe.com/onboarding
• http://www.qvidian.com/solutions/sales-ramp-up
• http://www.brainshark.com/solutions/sales-accelerator
• http://calliduscloud.com/products/employee-onboarding/
• http://mobilepaks.com/wp-content/uploads/2014/08/mobilepaks-brief-better-sales-onboarding-with-
guided-selling-final.pdf
• http://bloomfire.com/bloomfire-uses#solution-tab-3
• http://www.peoplefluent.com/onboarding
• http://www.silkroad.com/hr-solutions/talent-acquisition/silkroad-onboarding/
• http://www.successfactors.com/en_us/solutions/talent/onboarding.html
• http://fatstax.com/sales-training/
appendix

effective learning systems support and learning enablement
• http://bit.ly/MKLI-StopSalesTraining
• http://bit.ly/SalesLearningSystems
• http://bit.ly/RedesigningSalesTraining
• https://www.linkedin.com/pulse/align-sales-performance-ecosystem-your-customer-lifecycle-mike-
kunkle
• https://www.linkedin.com/pulse/20140914192639-834966-how-to-build-a-blended-sales-training-
curriculum
• http://www.wagmob.com/GoSalesTrain/index.html & http://go.GoSalesTrain.com/
• http://qstream.com/
• http://www.axonify.com/
• http://www.count5.com/Q_MINDshare_Knowledge_Retention_Module.aspx
• http://www.mindsetter.com/en/home.html
• http://www.mindmarker.com/
• http://www.roleplaypro.com
• http://www.videoroleplay.com/
• http://www.commercialtribe.com/
• http://learncore.com/
• http://www.mxskillmaster.com/
• http://www.etu.ie/
• https://www.trainingcloud.com/how-it-works
appendix

general sales onboarding
• http://appnetic.com/6-must-read-articles-sales-rep-onboarding-pitfalls-solutions/
• http://blog.bridgegroupinc.com/inside-sales-onboarding
• http://www.tableau.com/learn/webinars/new-hire-sales-onboarding-and-enablement-best-practices
• http://www.peaksalesrecruiting.com/six-onboarding-tools-to-train-new-sales-hires/
• https://www.savogroup.com/resources/checklists/8-tips-for-onboarding-new-sales-hires/
• https://www.therevenueaccelerator.com/whitepaperdet?aid=40
• http://salesmanagement.org/webcasts/single-article/research-update-on-sales-onboarding-practices
• http://salesmanagement.org/search-results/webcast?search=onboarding
• http://info.qvidian.com/AcceleratingRepRamp-Up.html
• http://www.salesbenchmarkindex.com/4-step-fast-ramp-guide-sbi
• http://www.mindtickle.com/?s=onboard
• http://success.learncore.com/onboarding-best-practices
• http://www.slideshare.net/SAVO_Group/07-sirius-decisions-sales-enablement-market-and-trends-
survey-revealedsiriusdecisions (see slides 20-23)
• http://www.slideshare.net/GPStrategies/challengesandopportunitiesinsalesnewhireonboardingtraining
• http://blog.saleshood.com/blog/2013/02/sales-new-hire-onboarding-learning-pillars.html
appendix

some sales enablement tool reading
• http://smartsellingtools.com/sales-solutions/
• http://smartsellingtools.com/buyer-resources/
• http://www.fillthefunnel.com/
• http://cdn2.hubspot.net/hub/253739/file-736894728-pdf/Sales_Enablement_Guide.pdf
• http://www.docurated.com/all-things-productivity/top-54-sales-enablement-tools
• http://www.gleanster.com/topic_area/sales-enablement
• http://www.lsaglobal.com/toolkit-download/sales-toolkit/
• https://salesenablement.wordpress.com/2011/07/03/work-in-progress-list-of-sales-enablement-
vendors/
appendix

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