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The Science of Changing Sales Behavior 
Duncan Lennox | CEO & Co-Founder, Qstream! 
September 26, 2014!
Do You Become 
Elite Athlete? !
What it Takes 
• Begins with a goal and strategy! 
• Practice 6 days a week! 
• 3-4 hours a day! 
• Focus on individual te...
Building an Elite Workforce 
How much training and coaching do employees receive? ! 
• Best-in-Class1 ! !3.14 hours/month!...
How do you 
build an elite 
sales force with 
just 36 hours 
of training and 
coaching a 
year?
Learning Hasn’t Changed Much…..!
Hermann Ebbinghaus! 
Traditional learning is not conducive to how we encode info in memory 
In 1885, he published “On Memo...
What Ebbinghaus Taught Us! 
People 
forget 
up 
to 
79% 
of 
new 
informa4on 
within 
30 
days
Serious as a Heart Attack! 
ResUSC 2008; 78: 59-65! 
Retention among 
nurses with training! 
• Basic Life Support! 
• Adva...
How the Brain Works! 
Sisti et al, Learning & Memory 2007.
“Spaced Learning”! 
• Developed and used at Harvard! 
• Based on how human memory actually works! 
• Leverages 2 psycholog...
Insurance Buyer Needs are Changing 
Your brokers and agents have just minutes to add value. 
Are they ready? 
Your world i...
Expectations 
have changed.! 
It’s a mobile, social 
business world.
Learning and Retention Must 
Align with Today’s Reality! 
Successful approaches to sustainable learning must…! 
• Work the...
Real World Example
About Our Customer 
• #1 global insurance broker 
• #1 global employee benefits consultant 
• Does business with more than...
The Challenge 
• Shift from a consultative, 
service-based culture to a 
sales culture 
– New competition from direct-to- ...
The Training! 
• Hands-on workshops 
– Consultative Telephone Selling 
– Developmental Sales Coaching 
• Skills-based appr...
How can I 
remember all 
this stuff?!
What should I 
say again?! 
• Time! 
• Complexity of products! 
• Increasing plan options! 
• Competitive environment! 
• ...
The Solution 
January! 
1 
2 
3 
4 
5 
6 
7 
8 
9 
10 
11 
12 
13 
14 
15 
16 
17 
18 
19 
20 
21 
22 
23 
23 
24 
25 
26 ...
What do I need to do? 
Instructions 
! 
Spend 3 minutes or less, every 
other day, answering short, Q&A 
challenges via yo...
The Convenience 
• Push notifications ! 
• Simple Q&A responses! 
• Minutes a day! 
• Videos, images, explanations!
The Motivation 
Social 
Engagement! 
Scoring and 
Leaderboard! 
Comments! 
Question ! 
Analytics! 
Andrew! 
Sales Agent! 
...
Manager Insights 
Weekly summaries provide actionable coaching insights and tools
The Data 
Drill-down on individual, team, region performance
The Results 
ü Excellent engagement over 12-week program 
ü More than 85% of reps/advisors achieved mastery of 
new skil...
Why Spaced Learning? 
• Reinforce critical job 
knowledge & skills 
• Increase employee 
engagement at scale 
• Transform ...
Used by Top Teams
Try Qstream for Yourself! 
• Downloadable native apps 
• Push notifications 
• Ideal for on-the-go
Questions?
Thank You! 
Duncan Lennox! 
lennox@qstream.com ! 
www.qstream.com! 
!
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Society of Insurance Trainers and Educators (SITE) Webinar, hosted by Qstream: The Science of Changing Sales Behavior

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The Science of Changing Sales Behavior: Navigating the Transition to Value-Based Selling

Insurance training professionals are facing growing pressure to engage agents and producers and help them transition away from price-centric conversations in favor of more value-based selling activities.

This requires close collaboration with sales management to identify behaviors that drive desired business outcomes, and then train where needed to help motivate change. But changing behavior is difficult. It’s simply a matter of how the human brain works.

Despite the specific training platforms or sales methodology employed by your organization, sales professionals sell based on what they know. So how do you get visibility to what this critical group really knows and understands, and once gaps are identified, how do you transform their behavior to positively impact premiums production?

In this exclusive webinar for SITE members, Qstream’s experts reviewed new research insights demonstrating that selling systems designed to embrace the way our brains actually work can increase sales effectiveness and improve revenue achievement.

Specifically, we discuss new techniques and technologies that can:
- Identify key skills or knowledge gaps that are holding back your sales force;
- Reinforce key messages and data points to make agents and producers more successful in the field, while motivating behavioral changes that support long-term success;
- Provide sales managers and trainers with real-time data and analytics that support more effective coaching; and
- Deliver clear metrics for determining the ROI of your training programs.

Published in: Sales
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Society of Insurance Trainers and Educators (SITE) Webinar, hosted by Qstream: The Science of Changing Sales Behavior

  1. 1. The Science of Changing Sales Behavior Duncan Lennox | CEO & Co-Founder, Qstream! September 26, 2014!
  2. 2. Do You Become Elite Athlete? !
  3. 3. What it Takes • Begins with a goal and strategy! • Practice 6 days a week! • 3-4 hours a day! • Focus on individual techniques, skills! • 1-2 Hours a day ! • Building stamina and conditioning! • Simulate game situations! • Intensive coaching sessions! • Video reviews ! • Coaching during games ! • Adjustments to strategy depending on competition! 30+ hours ! a week!!
  4. 4. Building an Elite Workforce How much training and coaching do employees receive? ! • Best-in-Class1 ! !3.14 hours/month! • Industry Average !2.99 hours/month! • Laggards ! ! !2.50 hours/month! On average, sales reps receive just 2 hours per month of developmental coaching.2! 1Aberdeen Study; 2Richardson Training Study
  5. 5. How do you build an elite sales force with just 36 hours of training and coaching a year?
  6. 6. Learning Hasn’t Changed Much…..!
  7. 7. Hermann Ebbinghaus! Traditional learning is not conducive to how we encode info in memory In 1885, he published “On Memory”! • Forgetting curves! • Learning curves! • Spacing effect!
  8. 8. What Ebbinghaus Taught Us! People forget up to 79% of new informa4on within 30 days
  9. 9. Serious as a Heart Attack! ResUSC 2008; 78: 59-65! Retention among nurses with training! • Basic Life Support! • Advanced Cardiac Life Support !
  10. 10. How the Brain Works! Sisti et al, Learning & Memory 2007.
  11. 11. “Spaced Learning”! • Developed and used at Harvard! • Based on how human memory actually works! • Leverages 2 psychological principles:! The spacing effect ! ! !The testing effect!
  12. 12. Insurance Buyer Needs are Changing Your brokers and agents have just minutes to add value. Are they ready? Your world is complex Your buyer’s world is complex Compe44on Core Messages Regulatory/Legal Changes Selling Skills Pricing PorColio Expansion M&A Policy Understanding Pricing/Affordability Compe44on Coverage Levels Agent Trust/Rela4onships
  13. 13. Expectations have changed.! It’s a mobile, social business world.
  14. 14. Learning and Retention Must Align with Today’s Reality! Successful approaches to sustainable learning must…! • Work the way human memory works • Support the work style and expectations of employees • Provide motivation and incent long-term engagement • Enable brokers/sales agents/producers to have credible, value-added customer conversations • Be measurable
  15. 15. Real World Example
  16. 16. About Our Customer • #1 global insurance broker • #1 global employee benefits consultant • Does business with more than 80 national and regional insurance carriers in 120 countries • $11.5 billion in revenues • 66,000 employees • 700 sales reps & advisors • Spaced learning application: change in sales methodology
  17. 17. The Challenge • Shift from a consultative, service-based culture to a sales culture – New competition from direct-to- consumer competitors – Brokers and advisors needed to respond with more transactional selling approach
  18. 18. The Training! • Hands-on workshops – Consultative Telephone Selling – Developmental Sales Coaching • Skills-based approach – Execute client-focused questioning & discovery – Build relationships, rapport – Improve closing ratios – Improve frequency & effectiveness of coaching by sales managers
  19. 19. How can I remember all this stuff?!
  20. 20. What should I say again?! • Time! • Complexity of products! • Increasing plan options! • Competitive environment! • Selling value vs. price!
  21. 21. The Solution January! 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 23 24 25 26 27 28 29 30 June! 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 23 24 25 26 27 28 29 30 Reinforcement for Long-Term Retention!!
  22. 22. What do I need to do? Instructions ! Spend 3 minutes or less, every other day, answering short, Q&A challenges via your laptop, PC or mobile device!
  23. 23. The Convenience • Push notifications ! • Simple Q&A responses! • Minutes a day! • Videos, images, explanations!
  24. 24. The Motivation Social Engagement! Scoring and Leaderboard! Comments! Question ! Analytics! Andrew! Sales Agent! San Jose! Ashley! Sales Agent! New York!
  25. 25. Manager Insights Weekly summaries provide actionable coaching insights and tools
  26. 26. The Data Drill-down on individual, team, region performance
  27. 27. The Results ü Excellent engagement over 12-week program ü More than 85% of reps/advisors achieved mastery of new skills and were actively applying them on the job ü Managers: “Outstanding results!” ü Improved coaching approach, including regular team reviews and ongoing reinforcement activities
  28. 28. Why Spaced Learning? • Reinforce critical job knowledge & skills • Increase employee engagement at scale • Transform behaviors • Gather predictive, actionable management insights • Accelerate on-boarding and time to productivity • Requires just minutes a day, from any device • Clinically proven!
  29. 29. Used by Top Teams
  30. 30. Try Qstream for Yourself! • Downloadable native apps • Push notifications • Ideal for on-the-go
  31. 31. Questions?
  32. 32. Thank You! Duncan Lennox! lennox@qstream.com ! www.qstream.com! !

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