Transform sales results with effective learning systems

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Transform sales results with effective learning systems

  1. 1. Transform SALES Results withEffective LEARNING SystemsMike KunkleASTD Sales Enablement TrackMike KunkleTransform Sales Results with Effective Learning Systems
  2. 2. Mike KunkleTransform Sales Results with Effective Learning Systems 2Sales training is notdelivering results
  3. 3. Mike KunkleTransform Sales Results with Effective Learning Systems 3Sales needs your helpmore than you think
  4. 4. • Current state ofsales training• Viewpoint ofsales leadersTransform Sales Results | Effective Learning SystemsAgendaMike KunkleTransform Sales Results with Effective Learning SystemsHopeReality4
  5. 5. Mike KunkleTransform Sales Results with Effective Learning Systems 5Sales training canhave a massive impact
  6. 6. Framework• Effective learningsystems• Business integrationand alignmentMike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsAgendaContentDesignManagersTransferCoachingMeasuresPerf. Mgt.Integration &Alignment6
  7. 7. Mike KunkleTransform Sales Results with Effective Learning Systems 7I’m going to arm you tohave a conversationwith Sales leaders
  8. 8. Mike KunkleTransform Sales Results with Effective Learning Systems 8I’m going to arm you tomake a differencewith Sales results
  9. 9. The Goal:• Arm you…• to apply this content...• to improve sales trainingresults…• at your company.Transform Sales Results | Effective Learning SystemsObjectiveMike KunkleTransform Sales Results with Effective Learning Systems 9
  10. 10. Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsFramework + The Big ThreeContentDesignManagersTransferCoachingMeasuresPerf. Mgt.Integration &Alignment10Framework
  11. 11. Mike KunkleTransform Sales Results with Effective Learning Systems 11The Big Three…
  12. 12. Mike KunkleTransform Sales Results with Effective Learning Systems 121. Build content based ondifferentiating top-producerpractices2. Engage managers in content,training, coaching andperformance management3. Develop a change plan andexecute it with discipline
  13. 13. Mike KunkleTransform Sales Results with Effective Learning Systems 131. Build content based ondifferentiating top-producerpractices2. Engage managers in content,training, coaching andperformance management3. Develop a change plan andexecute it with discipline
  14. 14. Mike KunkleTransform Sales Results with Effective Learning Systems 141. Build content based ondifferentiating top-producerpractices2. Engage managers in content,training, coaching andperformance management3. Develop a change plan andexecute it with discipline
  15. 15. The Current State of Sales TrainingA funny thing happened on the way to my sales training class…15Mike KunkleTransform Sales Results with Effective Learning Systems
  16. 16. • From ASTD’s Report “The State of Sales Training, 2012”Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Training1658%94%Job better? Meet goals?
  17. 17. • From ASTD’s Report “The State of Sales Training, 2012”Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Training17Relevance?
  18. 18. • From ASTD’s Report “The State of Sales Training, 2012”Mike KunkleTransform Sales Results with Effective Learning Systems 18Transform Sales Results | Effective Learning SystemsCurrent State: Sales TrainingCONTENT HRsOverall, still more product training than skills.Where is “business acumen?”17-32%27-52%
  19. 19. • From ASTD’s Report “The State of Sales Training, 2012”Mike KunkleTransform Sales Results with Effective Learning Systems 19Transform Sales Results | Effective Learning SystemsCurrent State: Sales TrainingOBSTACLES
  20. 20. The Current Viewpointof Sales LeadersA funny thing happened during my 18 month tenure…20Mike KunkleTransform Sales Results with Effective Learning Systems
  21. 21. • From CSO Insights’ 2013 Sales Performance Optimization SurveyMike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Sales Training’s Customer21
  22. 22. • From CSO Insights’ 2013 Sales Performance Optimization SurveyMike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint22
  23. 23. • Ramp-up & CompensationMike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Leader ViewpointFrom CSO Insights23
  24. 24. Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint45%From CSO Insights24Let’s review some “NeedsImprovement” categoriestogether.Game Plan• I’ll set it up• You shout ‘em out!
  25. 25. Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Leader ViewpointFrom CSO Insights47%25
  26. 26. Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Leader ViewpointFrom CSO Insights42%26
  27. 27. Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Leader ViewpointFrom CSO Insights44%27
  28. 28. Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Leader ViewpointFrom CSO Insights43%28
  29. 29. Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Leader ViewpointFrom CSO Insights33%29
  30. 30. Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Leader ViewpointFrom CSO Insights31%30
  31. 31. Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Leader ViewpointFrom CSO Insights40%31
  32. 32. Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Leader ViewpointFrom CSO Insights67%32
  33. 33. Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsCurrent State: Sales Leader ViewpointFrom CSO Insights67%33Link Training to Strategy
  34. 34. • From the Sales Management Association’s B2B Sales Change Study:34Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint#1Mike KunkleTransform Sales Results with Effective Learning Systems
  35. 35. A Few Other Data PointsMatchmaker, Matchmaker, make me a match…35Mike KunkleTransform Sales Results with Effective Learning Systems
  36. 36. • CEB: Prospects are 60% through their buying decisionwhen they contact a sales rep... prospects need insights,not information• Sirius Decisions: The greatest inhibitor to sales growth isthe inability of reps to communicate value• Forrester: 12% of sales calls add value (execs surveyed)• Sales Benchmark Index: 28% of sales are Won. 14% areLost. 58% of deals end in No Decision.Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsSales Does Needs Your Support36
  37. 37. • ES Research: 80%+ of sales training produces no long-term impact• McKinsey: 75% of training programs fail to contribute tothe success of the business• CEB: 50% of line managers believe shutting down L&Dwould have no impact on employee performance.Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsBut Sales Training Often Fails to Deliver37
  38. 38. Mike KunkleTransform Sales Results with Effective Learning Systems 38Use this data as aspringboard to havea conversation withYOUR Sales leaders
  39. 39. SolutionsFramework, meet The Big Three. The Big Three, meet Framework39Mike KunkleTransform Sales Results with Effective Learning Systems
  40. 40. Framework• Effective learningsystems• Business integrationand alignmentMike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsThe Solution: Framework + The Big ThreeContentDesignManagersTransferCoachingMeasuresPerf. Mgt.Integration &Alignment40
  41. 41. Mike KunkleTransform Sales Results with Effective Learning Systems 411. Build content based ondifferentiating top-producerpractices2. Engage managers in content,training, coaching andperformance management3. Develop a change plan andexecute it with discipline
  42. 42. Mike KunkleTransform Sales Results with Effective Learning Systems 421. Build content based ondifferentiating top-producerpractices2. Engage managers in content,training, coaching andperformance management3. Develop a change plan andexecute it with discipline
  43. 43. Mike KunkleTransform Sales Results with Effective Learning Systems 431. Build content based ondifferentiating top-producerpractices2. Engage managers in content,training, coaching andperformance management3. Develop a change plan andexecute it with discipline
  44. 44. Past Results• $398MM revenue increase, $9.96MM net profit increase, 400% ROI• Increased sales per rep by 47% in 9 months• Increased sales results 600% over previous year while decreasing netoperating expenses by 21%• Improved average profitability per rep by 11% in 4 months• Improved processing efficiency (order pull-through) by 16% in 6 months• Newly-hired 4-month reps outperformed 5-year employees• Increased sales per rep in the 90-day period post-training by 2.3 permonth (avg. revenue increase of $36.6MM in 12 months).Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsWhy bother? Here’s why…44
  45. 45. • Top producer practices– Sales process | Buying process– Sales methodology– Performance levers* (80/20 rule)– Gap analysis | Differentiators– Continue | Start | Stop.Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsSolution: The Right Content* My performance lever methodology for later reading: http://slidesha.re/PerfLevers08201145
  46. 46. • Process, not events• Chunk, sequence, layer• Separate knowledge and skill• Elearning, vILT, ILT blends• Learning support• Performance support• Build in accountability.Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsSolution: Learning Design46
  47. 47. • Involve in rep program design; gain buy-in• Assess top manager performers• Manager gap analysis | Differentiators• Develop very-specific coaching programs– Diagnose: to form hypothesis– Dialogue + Observe: to confirm performancegaps– Develop: solutions based on gap type– Do: implement solutions to improveperformance.Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsSolution: Front-line Manager Engagement (FLM)47
  48. 48. • Design transfer plans into learning process• Assess at various stages• Use performance support• Build social/community reinforcement• Consider mobile & gamification• Connect reps & managers before, duringand after.Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsSolution: Planned Transfer48
  49. 49. • Train managers first on rep programs &sales coaching• Managers monitor rep progress throughlearning• Managers attend ILT with their reps as anin-class coach• Managers guide reps, post-curriculum• Managers reinforce, train and coach astaught.Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsSolution: Coaching Excellence49
  50. 50. • Agree on lead and lag indicators forlearning & performance• Report progress throughout training• Develop post-learning reporting• Establish regular cadence with salesleaders and manager/coaches• Do level 2 testing over time (retentionchecks) and level 3 surveys (usage)• Communicate success stories.Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsSolution: Metrics & Measures50
  51. 51. • Beyond manager support for learning,training & coaching• Establish a cadence of Check-Ins– Review of activity plans, results, anddialogue / observation / coaching• Managers counsel and manageperformance as needed, holding repsaccountable• Senior sales leaders hold managersaccountable.Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsSolution: Performance Management51
  52. 52. • Who’s on first? (Responsible for managing sales methodology & processes?)Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsSolution: Integration & Alignment52
  53. 53. • Link training to business strategy• Ask for top-down support• Establish clear roles & responsibilities• Communicate plans, rationales, goals,risks, metrics, and impact• Establish regular and opencommunication with sales and leadershipteams – share success stories• Find and address issues quickly.Mike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsSolution: Integration & Alignment53
  54. 54. Sales Force Effectiveness• Sales Process• Sales Methodology• Sales Coaching• Opportunity Management• Key Account Management• Performance ManagementMike Kunkle | November 2012Sales Force Strategy• Quota Setting• Sales Force Sizing• Sales Force Structure• Sales Compensation• Channel ManagementMarketing Alignment• Products | Pricing• Lead Generation• SEO / SEM• Campaigns | Promotions• Marketing Automation• Social MediaSales Operations• CRM / SFA• Sales Analytics• Reporting• Resource Allocation• Deal Analysis• Win/Loss AnalysisSales Talent Management• Selection• Onboarding• Product Training• Sales Training• Business and Financial Acumen• Professional DevelopmentSales Enablement• Customer Experience Management• Buyer Profiling• Sales Messaging• Sales Support• Other Technology ToolsSales Force Transformation+Performance Lever AlignmentTransform Sales Results | Effective Learning SystemsMy Big-Picture, Holistic Path to Sales Transformation54More on Performance Levers:http://slidesha.re/PerfLevers082011
  55. 55. Framework• Effective learningsystems• Business integrationand alignmentMike KunkleTransform Sales Results with Effective Learning SystemsTransform Sales Results | Effective Learning SystemsHow Sales Training Fits InContentDesignManagersTransferCoachingMeasuresPerf. Mgt.Integration &Alignment55
  56. 56. Mike KunkleTransform Sales Results with Effective Learning Systems 561. Build content based ondifferentiating top-producerpractices2. Engage managers in content,training, coaching andperformance management3. Develop a change plan andexecute it with discipline
  57. 57. Mike KunkleTransform Sales Results with Effective Learning Systems 571. Build content based ondifferentiating top-producerpractices2. Engage managers in content,training, coaching andperformance management3. Develop a change plan andexecute it with discipline
  58. 58. Mike KunkleTransform Sales Results with Effective Learning Systems 581. Build content based ondifferentiating top-producerpractices2. Engage managers in content,training, coaching andperformance management3. Develop a change plan andexecute it with discipline
  59. 59. Transform Sales Results withEffective Learning SystemsAPPENDIX59Mike KunkleTransform Sales Results with Effective Learning Systems
  60. 60. Mike Kunkle is a training and organization effectiveness leader with specialexpertise in sales force transformation.• After his initial years on the frontline in sales and sales management, Mike spent the past16 years as a corporate director or consultant, leading departments and projects with onepurpose – improve sales results. And through sales training, organization effectivenesspractices, leadership development, aligning performance levers and leading change effortshes done just that.o At one company, as a result of six projects, he and his team delivered an accretive $398MM in revenue,year-over-year.o At another, within 9 months, newly-hired sales reps with 120 days on the job were outperformingincumbent reps with 5 years with the company.• As of January 2013, Mike is the Director of New Product Development for Richardson. Inthis role, he is responsible for managing the development of new products, solutions andpartnerships to help Richardson meet the emerging needs of our evolving marketplace.Reporting to the Chief Strategy Officer, Mike plans to integrate the latest thinking andtechnology from learning and development and sales force effectiveness to better serveRichardsons clients. If youre not familiar with Richardson:o They are a global sales training and strategy execution company that partners with leadingorganizations to increase their sales effectiveness and drive business results.o For the fifth consecutive year, Richardson has been named to the Top Sales Training Companies listfrom Training Industry, Inc.o See: http://www.richardson.com and http://blogs.richardson.com.• Mike freely shares his personal sales transformation methodology at conferences andonline at http://slidesha.re/PerfLevers082011 and can be reached through his blog or onLinkedIn, Twitter, and Google+.Mike KunkleTransform Sales Results with Effective Learning Systems 60Transform Sales Results | Effective Learning SystemsAbout Mike – http://about.me/mike_kunkleLet’s getconnected!
  61. 61. Aberdeen Sales Effectiveness & Strategy Practice:• http://aberdeen.com/_aberdeen/sales-strategy/SENS/practice.aspxASTD Sales Enablement:• http://www.astd.org/Publications/Blogs/Sales-Enablement-Blog• http://bit.ly/ASTD-SalesEnablementLinkedIn• https://twitter.com/ASTDSalesEnableCSO Insights:• http://www.csoinsights.com/ES Research Group, Inc: ESR is like the “Consumer Reports” of sales training• http://www.esresearch.com/• http://davesteinsblog.esresearch.com/Forrester Sales Enablement:• http://blogs.forrester.com/tech_sales_enablementIDC Sales Enablement:• http://www.idc.com/research/SalesEnablement1.jspRichardson• http://blogs.richardson.com | http://www.richardson.com/What-We-Do/TrainingIndustry.com:• http://www.trainingindustry.com/sales-training.aspx• http://www.trainingindustry.com/sales-training/top-company-listings/2013/2013-top-20-sales-training-companies.aspxMike KunkleTransform Sales Results with Effective Learning Systems 61Transform Sales Results | Effective Learning SystemsAppendix: Some Resources to ExploreMike’s Performance Lever Work:• http://slidesha.re/PerfLevers082011
  62. 62. Remember…Yes, there’s more for later:But the Framework is your start:And The Big Three is the top focus:Mike KunkleTransform Sales Results with Effective Learning Systems 62Transform Sales Results | Effective Learning SystemsTransfer | Next Steps1. Content from top-producer practices2. Engage sales managers3. Develop and execute a change plan
  63. 63. Mike KunkleTransform Sales Results with Effective Learning Systems 63YOU canTransform Sales ResultswithEffective Learning Systems!

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