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Using Top-Producer Analysis to Improve Sales Results

The document presents Mike Kunkle's session on using top-producer analysis (TPA) to enhance sales results, detailing its definition, purpose, methodology, and the potential outcomes of effective implementation. It outlines the common mistakes in TPA, the importance of identifying key differentiators among top sales producers, and best practices for conducting TPA studies. The session emphasizes the need for reliable data analysis and the integration of findings into training and sales performance improvement strategies.

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Using Top-Producer Analysis to Improve Sales Results Mike Kunkle Session TU218 . Tue, May 24 | 1:00 PM - 2:00 PM | 702/704 The Premier Conference for TD Professionals Come see us at Booth #858
Some Housekeeping • Join the social circus! – @Mike_Kunkle – @Brainshark – Hashtags: #TopProdAnalysis #atd2016 • SlideShare: http://bit.ly/mkatd2016 • Breaking rules: Deck is a resource • Feel free to ask questions • Award-winning Brainshark solutions for improving sales readiness at booth #858. Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 2
Agenda • What is Top-Producer Analysis? • Why do it? • How to do it? • What to do with it? Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 3
Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 4 “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! Final thought before we get started…
5 Top-Producer Analysis What Is It?
What is Top-Producer Analysis (TPA)? • Defining “top sales producer” • Defining “Top-Producer Analysis” • How bad practice has undermined “best practices” • The 5 Mistakes to avoid during TPA • Some context – where TPA fits. Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 6
Defining “Top Sales Producer” My definition: • A sales rep who has an acceptable blend of the results, mindset, traits, knowledge, skills, and behaviors that you want to replicate in your sales force. Consider: • How the top 4% & 16% are different • What criteria/KPIs/results matter most for the future? • Is the rep truly responsible for their results? • Is what the rep does, replicable, repeatable and trainable? • Ask sales leadership to identify study participants but validate with data. Top 4% Bottom 20% Top 4% Rest of Top 20% (16%) Middle 60% Above Average Below Average Average Bottom 20% 7Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016
Defining “Top-Producer Analysis” My definition: • A study to determine the (mindset, traits,) knowledge, skills, and behaviors that top- producers possess, that differentiate them from other sales reps. Consider: • Are you doing this for selection, training, or both? • Do you have enough participants for study reliability and validity? • Should you focus on the top 4% or the rest of the top 20%? Or both? • Do you have the ability to analyze/crunch data or a resource who can? Top 4% Bottom 20% Top 4% Rest of Top 20% (16%) Middle 60% Above Average Below Average Average Bottom 20% Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 8
Best Practices vs. Top-Producer Practices Some common concerns on “best”… • “Best practices aren’t really ‘best’… they’re just good practices.” • “Who determines whether something is best or not? Isn’t that immediately invalid?” • “I’ve never seen a best practices study amount to anything.” • “I tried that at a previous company and it was a waste of time.” * * Grrr… Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 9
Best Practices vs. Top-Producer Practices Why TPS is better than “best” • Sales Utility Belt concept • Sales Nuance is the new black • Judgment is the superpower of selling skills. Sales Judgment: https://www.linkedin.com/pulse/20140816235048-834966-judgment-the-superpower-of-selling-skills Sales Nuance: https://www.linkedin.com/pulse/what-sales-nuances-why-you-should-care-mike-kunkle Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 10
The 5 Mistakes of TPA • Mistake 1: Studying the wrong “top reps” and therefore, cloning the wrong behaviors • Mistake 2: Ignoring differentiators, compared to average producers (continue | stop | start) • Mistake 3: Leaving out the Voice of the Customer • Mistake 4: Forgetting “what to STOP doing” • Mistake 5: Implementing the resulting training ineffectively. Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 11
Sales Performer Analysis Sales & Sales Manager Selection Performance Lever Identification Top-Producer Practice Capture & Analysis Sales & Sales Manager Training Performance Lever Alignment Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 12 http://www.slideshare.net/MikeKunkle/aligning-performance-levers-for-breakthrough-sales-results-082011 How TPA Fits Sales Performance Levers • 6-Project Series Performance Levers: • Critical competencies, knowledge, skills, behaviors and conditions which must be present for ethical, sustained, high-performance to occur.
Sales Performer Analysis Sales & Sales Manager Selection Performance Lever Identification Top-Producer Practice Capture & Analysis Sales & Sales Manager Training Performance Lever Alignment Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 13 Top-Producer Analysis http://www.slideshare.net/MikeKunkle/aligning-performance-levers-for-breakthrough-sales-results-082011 How TPA Fits Sales Performance Levers • 6-Project Series Performance Levers: • Critical competencies, knowledge, skills, behaviors and conditions which must be present for ethical, sustained, high-performance to occur.
14 Top-Producer Analysis Why Do It?
Why Bother with TPA? Primary Reasons • More effective sales onboarding • Better business outcomes • The mythical and elusive Sales Training ROI. Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 15 Sales onboarding: https://www.linkedin.com/pulse/20141006015758-834966-sales-onboarding-twice-as-good-half-the-time
Why Bother? The Outcomes | Bottom-line Results Yup, Real Examples: • A $398MM revenue increase, $9.96MM net profit increase and a 400% ROI • Increased sales/rep by 47% through changes in territory management & sales coaching • Improved average profitability/rep by 11% in 4 months • Improved processing efficiency (order pull-through) by 16% in 6 months. • Newly-hired 4-month employees outperformed a control group of 5-year employees • Increased sales/rep in the 3-months after training by 2.3 per month (average revenue increase of $183K per class or $36.6MM in 12 months). Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 16
Why Bother with TPA? Value-Added Reasons: • Improved relationship/credibility with Sales • Land and expand strategy • Buy-in for initiatives • Helps at budget time • Career impacts. Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 17
Top-Producer Analysis How To Do It?
19 Sales Performer Analysis Sales & Sales Manager Selection Performance Lever Identification Top-Producer Practice Capture & Analysis Sales & Sales Manager Training Performance Lever Alignment
Sales Performer Analysis Who to Study • What is my performance criteria? • What are my performer categories? • Who is in which buckets? Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 20 • WHAT: ‒ Identify top, average & low producing sales reps. ‒ Identify top, average & low producing sales managers. • HOW: ‒ Analyze a year of sales data & create a weighted scoring system across multiple metrics/products. ‒ Some discussion & surveys with managers. • WHY: ‒ Provides a mix of performers to study in various ways, to determine true differentiating factors.
Example of Sales Metrics / Performance Criteria Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 21 Metrics Quarterly Weighting * Create a weighted scoring system… # of Sales Med-High (2-3) $ Volume Low (1) Velocity Med (1-2) Avg # Sales/Rep High (3-4) Avg $ Vol/Rep Med-High (2-3) Cross-Sell Percent Med (1-2) * Review the last 12 months & the last quarter. Consider weighting the quarter more heavily. Blend the scores.
Example of Performer Categories Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 22 Top New Reps New = >30 days, <271 days 39 Top = In the Top Quintile of all metrics Top Seasoned Reps Seasoned = >365 days (many 5+ years) 307 Top = In the Top Quintile of all metrics Average Reps Selected randomly, between mean and median production 298 Low Producer Reps Selected randomly from the bottom 20% 348 Top SM Producers Top = In the Top Quintile of all metrics, personal production 15 Top SM Team Managers Top = Top Quintile all metrics, w/o SM results + survey of their Mgr 52 Top SM Both Top = In Top Producer group personally + Top Quintile all metrics w/o SM results + survey of their Mgr 5 Average SM (Team) Selected randomly, between mean and median production 79 Low Performing SM (Team) Selected randomly from the bottom 20% 32 Often “top” includes tiers: 4% | 10% | 15% | 20% n =
Example of Analysis – Sales Reps Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 23 Low High 4th Quartile Mean Avg. Median Sort Descending Highlight 4th Quartile Apply Weighting Repeat & Total Highlight 4th Quartile
Consider things like: • Avg Productivity ‒ Avg # and $/rep/time period • Engagement: % of team producing and/or goal %/rep • Total Team Sales: $ and # • Avg Time to 1st Sale (new reps) • Avg Time to productivity (new) • Pipeline Stats: ‒ Conversion % ‒ Velocity • Cross-sell Ratios or Penetration • Trend Indicators (actual # last month, avg/month over 13 weeks, avg/month past year) • Survey Their Managers ‒ Remove the “luck” factor ‒ Remove “inherited territory” ‒ Remove “one great rep.” Example of Analysis – Sales Managers Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 24
Data Crunch Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 25 Partner with smart people with stats software to crunch data
26 Sales Performer Analysis Sales & Sales Manager Selection Performance Lever Identification Top-Producer Practice Capture & Analysis Sales & Sales Manager Training Performance Lever Alignment
Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 27 • WHAT: ‒ Identify the competencies, knowledge, skills, behaviors and conditions that must exist for ethical, sustained, high performance to occur. ‒ Formulate hypotheses about what the levers are for frontline sales and sales management roles. ‒ Confirm and validate the levers through research. • HOW: Through discussion, surveys, interviews, focus groups, and observation of frontline sales reps and their managers. • WHY: This will confirm where to focus your efforts capturing Top-Producer Practices, which provides training/coaching content. Performance Lever ID What to Study • What are the Performance Levers? • What’s working? • Why? • How will you figure it out? REMINDER: Performance Levers… • Critical competencies, knowledge, skills, behaviors and conditions which must be present for ethical, sustained, high-performance to occur. http://www.slideshare.net/MikeKunkle/aligning-performance-levers-for-breakthrough-sales-results-082011
Formulating the Hypotheses • Start with known practices • Talk with: – Executives – Other leaders – Frontline sales reps – Frontline sales managers – Sales operations, enablement, and other sales support staff – And, hopefully, customers • Label the big buckets and detail the tasks • Don’t get married – you’re just dating • Build surveys to confirm the hypotheses. Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 28
Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 29 Identify the high-level Performance Levers (hypotheses) Document the potential tasks for the Performance Lever Ask what you’ve missed Survey Design
Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 30 Survey Design Clearly define Performance Lever Define the role Add instructions for completing the survey
Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 31 Survey Design • Rate the statement provided. • How much do you agree it’s a Performance Lever? • If rated 1-2, next question. • If rated 3-5: • Importance & Difficulty • And in some cases: • Frequency: Actual & Should • In addition, you should ask what you missed, by Lever, and a handful of other questions – such as normal demographics & Continue | Start | Stop. Using empathy statements to acknowledge a prospect’s situation/feelings Survey Design
Look familiar? Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 32 Partner with smart people with stats software to crunch data
33 Sales Performer Analysis Sales & Sales Manager Selection Performance Lever Identification Top-Producer Practice Capture & Analysis Sales & Sales Manager Training Performance Lever Alignment
Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 34 TPA: Capture & Analysis How to Study Them • What separates the top from others? • What is replicable/trainable? • How will I determine both? • WHAT: Document the practices and differentiating behaviors of top performers, which can be replicated and trained. • HOW: Through discussion, interviews, focus groups and observation of the frontline sales reps and managers identified during Sales Performer Analysis. • WHY: To share practices broadly and (re)design training around them.
Data Collection Methods Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 35 • Interviews – In-person, phone, web conference • Focus Groups – In-person, webinar • Field Observation – top performers (A) – average (B+, B, B-) – ninth decile (C/D, not new) – top new reps (great ramp-up) Getting the Straight Scoop • What really happens “out there” • Account for the Hawthorne effect • Trust, truth and strict confidentiality • Autonomy, mastery and purpose * * Thank you, Daniel Pink (author of Drive)
36 Top-Producer Analysis What To Do With It?
Now what? How TPA feeds your… • Effective Selling Systems • Effective Learning Systems Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 37
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, business, financial, 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 Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 38
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, business, financial, 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 Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 39
Effective Learning System Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 40 • Ensure training content matters • Design great learning (active, blended/flipped learning) • Engage sales managers • Sustain knowledge/transfer skills • Coach to mastery • Measure learning and performance • Manage performance • Lead and manage change Training Content Design Managers Transfer Coaching Measures Perf. Mgt. Integration Alignment Change http://www.mikekunkle.com/2014/07/30/stop-wasting-money-on-sales-training/
Effective Learning System Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 41 • Ensure training content matters • Design great learning (active, blended/flipped learning) • Engage sales managers • Sustain knowledge/transfer skills • Coach to mastery • Measure learning and performance • Manage performance • Lead and manage change Training Content Design Managers Transfer Coaching Measures Perf. Mgt. Integration Alignment Change http://www.mikekunkle.com/2014/07/30/stop-wasting-money-on-sales-training/
42 Appendix
Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 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. • LinkedIn • Twitter • Google+ • SlideShare Let’s Connect! About Mike Kunkle 43
About Brainshark is a leading sales enablement company that helps businesses harness the power of content to drive sales productivity. With Brainshark, companies can: • TRAIN: Prepare sales teams with on-demand training that accelerates onboarding and keeps existing reps up-to-speed and in-the-know • COACH: Hone performance with sales coaching that ensures reps make the most of every buyer interaction • ENGAGE: Empower salespeople with dynamic content that can be created quickly, imported easily and accessed anywhere • arm reps with the right content and resources for any selling situation to better engage buyers and close more deals. • ANALYZE: Brainshark analytics enable organizations to track sales content effectiveness and make smarter decisions that drive results. Thousands of companies – including more than half of the Fortune 100 – rely on Brainshark to improve sales productivity and increase the impact of their sales, marketing, and training. Learn more at www.brainshark.com Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 44
Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 45 Links Throughout this deck: • This deck on SlideShare: http://bit.ly/mkatd2016 • Sales Nuances: https://www.linkedin.com/pulse/what-sales-nuances-why-you-should-care-mike-kunkle • Sales Judgment: https://www.linkedin.com/pulse/20140816235048-834966-judgment-the-superpower-of-selling-skills • Aligning Performance Levers: http://www.slideshare.net/MikeKunkle/aligning-performance-levers-for-breakthrough-sales- results-082011 • Sales Onboarding: https://www.linkedin.com/pulse/20141006015758-834966-sales-onboarding-twice-as-good-half-the-time • Hawthorne Effect: http://en.wikipedia.org/wiki/Hawthorne_effect • Drive (Dan Pink’s book): http://www.danpink.com/drive • Effective Learning Systems: http://www.mikekunkle.com/2014/07/30/stop-wasting-money-on-sales-training/ About Top-Producer Analysis: • http://www.mikekunkle.com/2013/03/17/how-to-increase-sales-with-top-producer-practices-part1/ • http://www.mikekunkle.com/2013/03/20/how-to-increase-sales-with-top-producer-research-part-2/ • http://blogs.richardson.com/2013/08/05/which-top-producers-should-you-study-to-develop-sales-training-programs/ • http://www.insightsquared.com/2015/08/performance-lever-sales-ops/ • http://blog.hubspot.com/sales/sales-methodology-magic-or-madness • https://www.td.org/Publications/Blogs/Sales-Enablement-Blog/2014/04/Improve-Sales-Performance-with-22Nd-Century-Selling- Skills

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Using Top-Producer Analysis to Improve Sales Results

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    Using Top-Producer Analysisto Improve Sales Results Mike Kunkle Session TU218 . Tue, May 24 | 1:00 PM - 2:00 PM | 702/704 The Premier Conference for TD Professionals Come see us at Booth #858
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    Some Housekeeping • Jointhe social circus! – @Mike_Kunkle – @Brainshark – Hashtags: #TopProdAnalysis #atd2016 • SlideShare: http://bit.ly/mkatd2016 • Breaking rules: Deck is a resource • Feel free to ask questions • Award-winning Brainshark solutions for improving sales readiness at booth #858. Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 2
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    Agenda • What isTop-Producer Analysis? • Why do it? • How to do it? • What to do with it? Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 3
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    Using Top-Producer Analysisto Improve Sales Results – Mike Kunkle 2016 4 “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! Final thought before we get started…
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    What is Top-ProducerAnalysis (TPA)? • Defining “top sales producer” • Defining “Top-Producer Analysis” • How bad practice has undermined “best practices” • The 5 Mistakes to avoid during TPA • Some context – where TPA fits. Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 6
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    Defining “Top SalesProducer” My definition: • A sales rep who has an acceptable blend of the results, mindset, traits, knowledge, skills, and behaviors that you want to replicate in your sales force. Consider: • How the top 4% & 16% are different • What criteria/KPIs/results matter most for the future? • Is the rep truly responsible for their results? • Is what the rep does, replicable, repeatable and trainable? • Ask sales leadership to identify study participants but validate with data. Top 4% Bottom 20% Top 4% Rest of Top 20% (16%) Middle 60% Above Average Below Average Average Bottom 20% 7Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016
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    Defining “Top-Producer Analysis” Mydefinition: • A study to determine the (mindset, traits,) knowledge, skills, and behaviors that top- producers possess, that differentiate them from other sales reps. Consider: • Are you doing this for selection, training, or both? • Do you have enough participants for study reliability and validity? • Should you focus on the top 4% or the rest of the top 20%? Or both? • Do you have the ability to analyze/crunch data or a resource who can? Top 4% Bottom 20% Top 4% Rest of Top 20% (16%) Middle 60% Above Average Below Average Average Bottom 20% Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 8
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    Best Practices vs.Top-Producer Practices Some common concerns on “best”… • “Best practices aren’t really ‘best’… they’re just good practices.” • “Who determines whether something is best or not? Isn’t that immediately invalid?” • “I’ve never seen a best practices study amount to anything.” • “I tried that at a previous company and it was a waste of time.” * * Grrr… Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 9
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    Best Practices vs.Top-Producer Practices Why TPS is better than “best” • Sales Utility Belt concept • Sales Nuance is the new black • Judgment is the superpower of selling skills. Sales Judgment: https://www.linkedin.com/pulse/20140816235048-834966-judgment-the-superpower-of-selling-skills Sales Nuance: https://www.linkedin.com/pulse/what-sales-nuances-why-you-should-care-mike-kunkle Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 10
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    The 5 Mistakesof TPA • Mistake 1: Studying the wrong “top reps” and therefore, cloning the wrong behaviors • Mistake 2: Ignoring differentiators, compared to average producers (continue | stop | start) • Mistake 3: Leaving out the Voice of the Customer • Mistake 4: Forgetting “what to STOP doing” • Mistake 5: Implementing the resulting training ineffectively. Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 11
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    Sales Performer Analysis Sales & Sales Manager Selection Performance Lever Identification Top-Producer Practice Capture& Analysis Sales & Sales Manager Training Performance Lever Alignment Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 12 http://www.slideshare.net/MikeKunkle/aligning-performance-levers-for-breakthrough-sales-results-082011 How TPA Fits Sales Performance Levers • 6-Project Series Performance Levers: • Critical competencies, knowledge, skills, behaviors and conditions which must be present for ethical, sustained, high-performance to occur.
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    Sales Performer Analysis Sales & Sales Manager Selection Performance Lever Identification Top-Producer Practice Capture& Analysis Sales & Sales Manager Training Performance Lever Alignment Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 13 Top-Producer Analysis http://www.slideshare.net/MikeKunkle/aligning-performance-levers-for-breakthrough-sales-results-082011 How TPA Fits Sales Performance Levers • 6-Project Series Performance Levers: • Critical competencies, knowledge, skills, behaviors and conditions which must be present for ethical, sustained, high-performance to occur.
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    Why Bother withTPA? Primary Reasons • More effective sales onboarding • Better business outcomes • The mythical and elusive Sales Training ROI. Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 15 Sales onboarding: https://www.linkedin.com/pulse/20141006015758-834966-sales-onboarding-twice-as-good-half-the-time
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    Why Bother? TheOutcomes | Bottom-line Results Yup, Real Examples: • A $398MM revenue increase, $9.96MM net profit increase and a 400% ROI • Increased sales/rep by 47% through changes in territory management & sales coaching • Improved average profitability/rep by 11% in 4 months • Improved processing efficiency (order pull-through) by 16% in 6 months. • Newly-hired 4-month employees outperformed a control group of 5-year employees • Increased sales/rep in the 3-months after training by 2.3 per month (average revenue increase of $183K per class or $36.6MM in 12 months). Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 16
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    Why Bother withTPA? Value-Added Reasons: • Improved relationship/credibility with Sales • Land and expand strategy • Buy-in for initiatives • Helps at budget time • Career impacts. Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 17
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    Sales Performer Analysis Whoto Study • What is my performance criteria? • What are my performer categories? • Who is in which buckets? Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 20 • WHAT: ‒ Identify top, average & low producing sales reps. ‒ Identify top, average & low producing sales managers. • HOW: ‒ Analyze a year of sales data & create a weighted scoring system across multiple metrics/products. ‒ Some discussion & surveys with managers. • WHY: ‒ Provides a mix of performers to study in various ways, to determine true differentiating factors.
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    Example of SalesMetrics / Performance Criteria Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 21 Metrics Quarterly Weighting * Create a weighted scoring system… # of Sales Med-High (2-3) $ Volume Low (1) Velocity Med (1-2) Avg # Sales/Rep High (3-4) Avg $ Vol/Rep Med-High (2-3) Cross-Sell Percent Med (1-2) * Review the last 12 months & the last quarter. Consider weighting the quarter more heavily. Blend the scores.
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    Example of PerformerCategories Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 22 Top New Reps New = >30 days, <271 days 39 Top = In the Top Quintile of all metrics Top Seasoned Reps Seasoned = >365 days (many 5+ years) 307 Top = In the Top Quintile of all metrics Average Reps Selected randomly, between mean and median production 298 Low Producer Reps Selected randomly from the bottom 20% 348 Top SM Producers Top = In the Top Quintile of all metrics, personal production 15 Top SM Team Managers Top = Top Quintile all metrics, w/o SM results + survey of their Mgr 52 Top SM Both Top = In Top Producer group personally + Top Quintile all metrics w/o SM results + survey of their Mgr 5 Average SM (Team) Selected randomly, between mean and median production 79 Low Performing SM (Team) Selected randomly from the bottom 20% 32 Often “top” includes tiers: 4% | 10% | 15% | 20% n =
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    Example of Analysis– Sales Reps Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 23 Low High 4th Quartile Mean Avg. Median Sort Descending Highlight 4th Quartile Apply Weighting Repeat & Total Highlight 4th Quartile
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    Consider things like: •Avg Productivity ‒ Avg # and $/rep/time period • Engagement: % of team producing and/or goal %/rep • Total Team Sales: $ and # • Avg Time to 1st Sale (new reps) • Avg Time to productivity (new) • Pipeline Stats: ‒ Conversion % ‒ Velocity • Cross-sell Ratios or Penetration • Trend Indicators (actual # last month, avg/month over 13 weeks, avg/month past year) • Survey Their Managers ‒ Remove the “luck” factor ‒ Remove “inherited territory” ‒ Remove “one great rep.” Example of Analysis – Sales Managers Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 24
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    Data Crunch Using Top-ProducerAnalysis to Improve Sales Results – Mike Kunkle 2016 25 Partner with smart people with stats software to crunch data
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    Using Top-Producer Analysisto Improve Sales Results – Mike Kunkle 2016 27 • WHAT: ‒ Identify the competencies, knowledge, skills, behaviors and conditions that must exist for ethical, sustained, high performance to occur. ‒ Formulate hypotheses about what the levers are for frontline sales and sales management roles. ‒ Confirm and validate the levers through research. • HOW: Through discussion, surveys, interviews, focus groups, and observation of frontline sales reps and their managers. • WHY: This will confirm where to focus your efforts capturing Top-Producer Practices, which provides training/coaching content. Performance Lever ID What to Study • What are the Performance Levers? • What’s working? • Why? • How will you figure it out? REMINDER: Performance Levers… • Critical competencies, knowledge, skills, behaviors and conditions which must be present for ethical, sustained, high-performance to occur. http://www.slideshare.net/MikeKunkle/aligning-performance-levers-for-breakthrough-sales-results-082011
  • 28.
    Formulating the Hypotheses •Start with known practices • Talk with: – Executives – Other leaders – Frontline sales reps – Frontline sales managers – Sales operations, enablement, and other sales support staff – And, hopefully, customers • Label the big buckets and detail the tasks • Don’t get married – you’re just dating • Build surveys to confirm the hypotheses. Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 28
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    Using Top-Producer Analysisto Improve Sales Results – Mike Kunkle 2016 29 Identify the high-level Performance Levers (hypotheses) Document the potential tasks for the Performance Lever Ask what you’ve missed Survey Design
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    Using Top-Producer Analysisto Improve Sales Results – Mike Kunkle 2016 30 Survey Design Clearly define Performance Lever Define the role Add instructions for completing the survey
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    Using Top-Producer Analysisto Improve Sales Results – Mike Kunkle 2016 31 Survey Design • Rate the statement provided. • How much do you agree it’s a Performance Lever? • If rated 1-2, next question. • If rated 3-5: • Importance & Difficulty • And in some cases: • Frequency: Actual & Should • In addition, you should ask what you missed, by Lever, and a handful of other questions – such as normal demographics & Continue | Start | Stop. Using empathy statements to acknowledge a prospect’s situation/feelings Survey Design
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    Look familiar? Using Top-ProducerAnalysis to Improve Sales Results – Mike Kunkle 2016 32 Partner with smart people with stats software to crunch data
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    Using Top-Producer Analysisto Improve Sales Results – Mike Kunkle 2016 34 TPA: Capture & Analysis How to Study Them • What separates the top from others? • What is replicable/trainable? • How will I determine both? • WHAT: Document the practices and differentiating behaviors of top performers, which can be replicated and trained. • HOW: Through discussion, interviews, focus groups and observation of the frontline sales reps and managers identified during Sales Performer Analysis. • WHY: To share practices broadly and (re)design training around them.
  • 35.
    Data Collection Methods UsingTop-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 35 • Interviews – In-person, phone, web conference • Focus Groups – In-person, webinar • Field Observation – top performers (A) – average (B+, B, B-) – ninth decile (C/D, not new) – top new reps (great ramp-up) Getting the Straight Scoop • What really happens “out there” • Account for the Hawthorne effect • Trust, truth and strict confidentiality • Autonomy, mastery and purpose * * Thank you, Daniel Pink (author of Drive)
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    Now what? How TPAfeeds your… • Effective Selling Systems • Effective Learning Systems Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 37
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    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, business, financial, 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 Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 38
  • 39.
    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, business, financial, 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 Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 39
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    Effective Learning System UsingTop-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 40 • Ensure training content matters • Design great learning (active, blended/flipped learning) • Engage sales managers • Sustain knowledge/transfer skills • Coach to mastery • Measure learning and performance • Manage performance • Lead and manage change Training Content Design Managers Transfer Coaching Measures Perf. Mgt. Integration Alignment Change http://www.mikekunkle.com/2014/07/30/stop-wasting-money-on-sales-training/
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    Effective Learning System UsingTop-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 41 • Ensure training content matters • Design great learning (active, blended/flipped learning) • Engage sales managers • Sustain knowledge/transfer skills • Coach to mastery • Measure learning and performance • Manage performance • Lead and manage change Training Content Design Managers Transfer Coaching Measures Perf. Mgt. Integration Alignment Change http://www.mikekunkle.com/2014/07/30/stop-wasting-money-on-sales-training/
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    Using Top-Producer Analysisto Improve Sales Results – Mike Kunkle 2016 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. • LinkedIn • Twitter • Google+ • SlideShare Let’s Connect! About Mike Kunkle 43
  • 44.
    About Brainshark is aleading sales enablement company that helps businesses harness the power of content to drive sales productivity. With Brainshark, companies can: • TRAIN: Prepare sales teams with on-demand training that accelerates onboarding and keeps existing reps up-to-speed and in-the-know • COACH: Hone performance with sales coaching that ensures reps make the most of every buyer interaction • ENGAGE: Empower salespeople with dynamic content that can be created quickly, imported easily and accessed anywhere • arm reps with the right content and resources for any selling situation to better engage buyers and close more deals. • ANALYZE: Brainshark analytics enable organizations to track sales content effectiveness and make smarter decisions that drive results. Thousands of companies – including more than half of the Fortune 100 – rely on Brainshark to improve sales productivity and increase the impact of their sales, marketing, and training. Learn more at www.brainshark.com Using Top-Producer Analysis to Improve Sales Results – Mike Kunkle 2016 44
  • 45.
    Using Top-Producer Analysisto Improve Sales Results – Mike Kunkle 2016 45 Links Throughout this deck: • This deck on SlideShare: http://bit.ly/mkatd2016 • Sales Nuances: https://www.linkedin.com/pulse/what-sales-nuances-why-you-should-care-mike-kunkle • Sales Judgment: https://www.linkedin.com/pulse/20140816235048-834966-judgment-the-superpower-of-selling-skills • Aligning Performance Levers: http://www.slideshare.net/MikeKunkle/aligning-performance-levers-for-breakthrough-sales- results-082011 • Sales Onboarding: https://www.linkedin.com/pulse/20141006015758-834966-sales-onboarding-twice-as-good-half-the-time • Hawthorne Effect: http://en.wikipedia.org/wiki/Hawthorne_effect • Drive (Dan Pink’s book): http://www.danpink.com/drive • Effective Learning Systems: http://www.mikekunkle.com/2014/07/30/stop-wasting-money-on-sales-training/ About Top-Producer Analysis: • http://www.mikekunkle.com/2013/03/17/how-to-increase-sales-with-top-producer-practices-part1/ • http://www.mikekunkle.com/2013/03/20/how-to-increase-sales-with-top-producer-research-part-2/ • http://blogs.richardson.com/2013/08/05/which-top-producers-should-you-study-to-develop-sales-training-programs/ • http://www.insightsquared.com/2015/08/performance-lever-sales-ops/ • http://blog.hubspot.com/sales/sales-methodology-magic-or-madness • https://www.td.org/Publications/Blogs/Sales-Enablement-Blog/2014/04/Improve-Sales-Performance-with-22Nd-Century-Selling- Skills