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Sales Onboarding SMM Webinar - Mike Kunkle/Brainshark 2016

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This is the deck I presented for Sales & Marketing Management's webinar, sharing my sales onboarding methods that have yielded such great results for me.

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Sales Onboarding SMM Webinar - Mike Kunkle/Brainshark 2016

  1. 1. Sales Onboarding: Making New Reps Twice as Good in Half the Time Mike Kunkle, Sr. Director of Sales Enablement, Brainshark June 7, 2016
  2. 2. Sales Onboarding Best Practices Agenda: • Selection • Definitions • What to Avoid • Milestones • Content • Curriculum • Execution
  3. 3. Results Achieved (This Onboarding Method) 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) • $398mm YoY revenue increase, $9.96mm net profit increase, and a 400% ROI (12 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)
  4. 4. Selection
  5. 5. Hiring Right is the First Step of Effective Onboarding 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
  6. 6. Hiring Right is the First Step of Effective Onboarding 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 • Competency mapping • Top-producer analysis • Psychometric assessments • Behavioral interviewing • Top-grading • Simulations
  7. 7. Definitions
  8. 8. Some Definitions “The beginning of wisdom is the definition of terms” Socrates • 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.
  9. 9. 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. “The beginning of wisdom is the definition of terms” Socrates
  10. 10. Some Definitions Our focus today will be… Sales Onboarding Job-related training to enable the employee for sales success While these are important, our focus today is not: Pre-start logistics, orientation activities, non-onboarding elements (See the Appendix for some resources for these topics and run a Lean project) “The beginning of wisdom is the definition of terms” Socrates
  11. 11. What to Avoid
  12. 12. What to Avoid Biggest Challenges • No plan • Logistics derail learning • Too much content…delivered too soon… • Combining logistics, orientation & onboarding • Uncoordinated effort • No checkpoints, gating, or assessments • No sustainment, transfer or coaching to mastery (ST2CM) • And…
  13. 13. What to Avoid “Go get ‘em, tiger!” Biggest Challenges
  14. 14. 2-Part Solution (Stop + Start) Resolving these challenges is necessary, but not enough Stop Logistics derail No plan Too much content… …too quickly… …too soon No checkpoints or assessmentsGo get ‘em, tiger! No STC2M Uncoordinated efforts Mashing elements
  15. 15. 2-Part Solution (Stop + Start) Resolving these challenges is necessary, but not enough Start • Content that matters • Performance milestones • Need-to-know, by milestone • Chunk, sequence, layer • Effective Learning Systems Logistics derail No plan Too much content… …too quickly… …too soon No checkpoints or assessmentsGo get ‘em, tiger! No STC2M Uncoordinated efforts Mashing elements Stop
  16. 16. Performance Milestones
  17. 17. 1 2 3 3 successive quota months milestone 3 first month at quota milestone 2 Metrics that Matter performance time • Determine 3-5 major milestones • Benchmark them • Build everything around them • Measure, report, analyze, adjust • Focus on “need to know” for each milestone first sale milestone 1 Disclaimer: This is just an example. This is one possible set of milestones for companies where quotas occur monthly. Milestones may vary by industry, company, product, service, sales cycle, and quota structure. You need to determine the most reasonable and effective milestones for your company.
  18. 18. 1 2 3 ??? milestone 3 ??? milestone 2 Metrics that Matter performance time ??? milestone 1 What if your sales cycle is: • 9 months? • 12 months? • 18 months?
  19. 19. 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… * Could be lead or lag, depending on whether the rep is inside sales or field
  20. 20. Metrics that Matter: Learning Performance performance time Lag Indicators Lead Indicators courses completed 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 cILT prep and more… and more…
  21. 21. Content
  22. 22. Determine which apply for your sales reps • Industry: domain expertise | insights • Market: problems | risks | opportunities | implications • Customers: buyer personas | buyer’s journey • Territory: accounts | contacts | current state | goals • Solutions: products | services | capabilities | differentiators | value | outcomes • Sales process: stages, tasks, exit criteria | aligned to the buying process • Sales methodology: training and top-producer practices for lead gen | opportunity management | account management and more • Tools: CRM | sales enablement tools | analytics | organization | collaboration | collateral | performance support | other systems Training Content Buckets
  23. 23. Determine which apply for your sales reps • Industry: domain expertise | insights • Market: problems | risks | opportunities | implications • Customers: buyer personas | buyer’s journey • Territory: accounts | contacts | current state | goals • Solutions: products | services | capabilities | differentiators | value | outcomes • Sales process: stages, tasks, exit criteria | aligned to the buying process • Sales methodology: training and top-producer practices for lead gen | opportunity management | account management and more • Tools: CRM | sales enablement tools | analytics | organization | collaboration | collateral | performance support | other systems Training content bucketsOther? What else does your sales force need? http://www.slideshare.net/MikeKunkle/astd-ice-2014-22nd-century-selling-skills-mike-kunkle-posting
  24. 24. 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 training content around replicable skills. Training Content Buckets Top 4% Bottom 20% Top 4% Rest of Top 20% (16%) Middle 60% Above Average Below Average Average Bottom 20% http://www.slideshare.net/MikeKunkle/using-topproducer-analysis-to-improve-sales-results-atd2016-v05102015
  25. 25. Curriculum
  26. 26. Well-known instructional design strategy – 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://www.slideshare.net/MikeKunkle/basic-instructional-design-principles-a-primer Chunk | Sequence | Layer
  27. 27. Chunk | Sequence | Layer everything the rep needs to knowcontent
  28. 28. Chunk | Sequence | Layer everything the rep needs to knowcontent oops! takes too long! milestone 1 what happens when we cram
  29. 29. Chunk | Sequence | Layer everything the rep needs to knowcontent what happens when we cram still not good enough milestone 1 now chunked & sequenced
  30. 30. Chunk | Sequence | Layer everything the rep needs to knowcontent Let’s reset and try again
  31. 31. Chunk | Sequence | Layer everything the rep needs to knowcontent see the difference? just what’s needed to get to the first milestone! milestone 1need to know
  32. 32. Chunk | Sequence | Layer everything the rep needs to knowcontent now even better! just what’s needed to get to the first milestone! milestone 1need to know chunked & sequenced!
  33. 33. Chunk | Sequence | Layer need to know chunked & sequenced! content everything the rep needs to know
  34. 34. Chunk | Sequence | Layer everything the rep needs to knowcontent need to know chunked & sequenced! repeat, layering, just what’s needed to get to the second milestone need to know: chunked, sequenced & layered
  35. 35. Chunk | Sequence | Layer everything the rep needs to knowcontent need to know chunked & sequenced! one more time for the third milestone! need to know: chunked, sequenced & layered everything here has now been taught, at the right time
  36. 36. Chunk | Sequence | Layer Example 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
  37. 37. Chunk/sequence/layer by sales process & methodology Map out the entire customer lifecycle • Sales process = stages how a sale 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 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://blog.growthplay.com/how-to-make-your-role-plays-more-effective
  38. 38. A word about product training 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” Chunk | Sequence | Layer https://www.linkedin.com/pulse/sales-leaders-stop-wasting-time-product-training-mike-kunkle
  39. 39. Execution
  40. 40. • Effective Selling System • Effective Learning System Execution
  41. 41. Effective Selling System • Ensure market and buyer persona knowledge • Align sales process to buying process with decision/exit criteria • Create buyer engagement content that aligns with decision/exit criteria • Use sales enablement tools to manage, share, and track content and improve sales efficiency and effectiveness • Use a buyer-oriented, consultative, solution- focused, outcome-driven sales methodology • Train reps to engage buyers in valuable business conversations and to create real value and differentiation, through their customer acumen, business acumen, and solution acumen • Use analytics to track training, content, sales behavior, and outcomes. Effective Learning System Analytics Buyer Personas Buying Process & Exit Criteria Buyer Engagement Content Creation Sales Process & Methodology Sales Enablement Technology Market & Business Acumen
  42. 42. The Framework Effective Learning System content design managers transfer coaching measures perf. mgt. integration alignment change
  43. 43. The Framework • Most common training focus Effective Learning System content design managers transfer coaching measures perf. mgt. integration alignment change
  44. 44. The Framework • The difference Effective Learning System content design managers transfer coaching measures perf. mgt. integration alignment change
  45. 45. The Framework (Combined) • Powerful • Rare • Competitive differentiation “Our people are our greatest asset!” Effective Learning System content design managers transfer coaching measures perf. mgt. integration alignment change
  46. 46. The Framework (Summary) • Ensure content matters • Design great learning • Engage managers • Sustain/transfer • Coach to mastery • Measure for success • Manage performance • Lead & manage change. Effective Learning System https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-training content design managers transfer coaching measures perf. mgt. integration alignment change
  47. 47. • Hire Right • Stop the Insanity • Use Top-Producer Content • Set Performance Milestones • Focus on Need-to-Know by Milestone - Chunk | Sequence | Layer • Execute with Discipline - Plug into an Effective Selling System - Supported by an Effective Learning System Summary: Key Differentiators
  48. 48. Appendix
  49. 49. 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 at Brainshark, 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 examples) and can be reached on various social media sites. About Mike • LinkedIn • Twitter • SlideShare Let’s Connect!
  50. 50. 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
  51. 51. 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
  52. 52. Supporting sales onboarding • https://www.brainshark.com/solutions/train • https://www.brainshark.com/solutions/coach • http://www.qstream.com/ • http://www.execvision.io/ • http://www.salesbenchmarkindex.com/onboarding-new-sales-reps • http://www.silkroad.com/hr-solutions/talent-acquisition/silkroad-onboarding/ • http://www.successfactors.com/en_us/solutions/talent/onboarding.html 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://qstream.com/ • https://www.brainshark.com/help-and-training/certification-programs/brainshark-for-coaching • https://www.execvision.io/ • http://www.etu.ie/ • https://www.trainingcloud.com/how-it-works Appendix
  53. 53. 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/ • http://salesmanagement.org/webcasts/single-article/research-update-on-sales-onboarding-practices • http://salesmanagement.org/search-results/webcast?search=onboarding • http://www.salesbenchmarkindex.com/4-step-fast-ramp-guide-sbi • http://www.slideshare.net/GPStrategies/challengesandopportunitiesinsalesnewhireonboardingtraining. Appendix
  54. 54. To learn more about our sales enablement solutions visit Brainshark at www.brainshark.com Train | Coach | Engage Thank you!

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