How to Select the Right Sales Training Provider

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ESR CEO Dave Stein's presentation for SMMConnect on How to Select the Right Sales Training Provider.

Dave share's ESR's strategic approach to sales performance improvement and dives deeply into the third-party outsourced sales training selection process.

Published in: Business, Education

How to Select the Right Sales Training Provider

  1. 1. How to Select the Right Sales Training Provider Dave Stein CEO & Founder, ES Research Group, Inc. @davestei ESResearch.com/blogNotice: This presentation is copyrighted. Quotation in whole or in part must be accompanied by attribution to: “ES Research Group, Inc. - www.ESResearch.com”
  2. 2. What We’ll Cover… Some Strat S obering Appr egic ut oach Fac ts Abo Sales to d Ou tsource Train ing Sales T raining Sales Rec omme g Trainin ndat ion r s Provide n E valuatioAll graphics: Fotolia.com
  3. 3. How NOT to Select a Sales Training Provider… Source: Alex Barth© 2012 – ESResearch.com
  4. 4. www.ESResearch.com/blog© 2012 – ESResearch.com
  5. 5. Sobering FactsSales leaders typically choosetrainers who:3.Trained them when they were asalesrep4.Published the latest hot book5.Presented at a salesconference/webinar6.Are recommended by a colleague7.Have a recognized brand8.Were the last in the door9.Sold them effectively.© 2012 – ESResearch.com
  6. 6. Sobering Facts (1) 85% of third-party delivered sales training results in no more than a 90 to 120-day blip in productivity.© 2012 – ESResearch.com
  7. 7. Sobering Facts (2) The sales training industry is highly fragmented, with the largest near $80 million… It could be that a one-, two-, or three-person firm best meets your requirements.© 2012 – ESResearch.com
  8. 8. On average, ESR’s clients switched providers every 3 years.© 2012 – ESResearch.com
  9. 9. Sobering Facts (4) Fewer than 10% of sales training companies will provide a credible ROI as part of their proposal… Why is that?© 2012 – ESResearch.com
  10. 10. Conclusion Much more often than not, outsourced sales training is a…© 2012 – ESResearch.com
  11. 11. Complimentary eBook www.ESResearch.com/DSBØ1 (Registration required.) Available on SMM Connect.© 2012 – ESResearch.com
  12. 12. ESR’s Strategic Approach to Sales Effectiveness 1. Assess Customer Buying 2. Gap Tendencies Analysis & Requirements 8. Ongoing Definition Measurement and Adjustment ESRs 3. Benchmark Strategic Current Performance. Approach To Formulate 7. Design and Deliver Sales Objectives Ongoing Learning Effectiveness ©2012 4. Optional: 3rd Party Provider 6. Rebuild Sales Selection Enablement Process Infrastructures 5. Build or Rebuild Methodology© 2012 – ESResearch.com
  13. 13. ESR’s Strategic Approach to Sales Effectiveness “Corporations with L&D organizations must strongly consider engaging with qualified 3rd parties for specific sales effectiveness content.” 4. Optional: 3rd Party Provider Selection Process© 2012 – ESResearch.com
  14. 14. Sales Training Partner Evaluation Basic evaluation components: 3. Convert requirements definition to RFP 4. Build long list of “suspects” 5. Publish RFP 6. Review responses 7. Determine short-list candidates 8. Open dialog with short-list candidates 9. Provider presentations 10. Final proposals 11. Negotiations 12. Contract 13. Engagement commences.© 2012 – ESResearch.com
  15. 15. Sales Training Partner Evaluation Basic evaluation components: 3. Convert requirements definition to RFP Your Customer/Market Requirements ─ Your Team’s Current Capabilities = “The Gap” ─ Insourced Capabilities = Outsourced to Training/Consulting Partner(s)© 2012 – ESResearch.com
  16. 16. Sales Training Partner Evaluation Basic evaluation components: • Convert requirements definition to RFP • Build a long list of suspects – More than 800 trainers/firms in the U.S. – One or more will meet your requirements © Mike Kiev - Fotolia.com© 2012 – ESResearch.com
  17. 17. Sales Training Partner Evaluation Basic evaluation components: • Convert requirements definition to RFP • Build a long list of suspects • Publish RFP – Executive sponsorship – Need (requirements) – Budgeted – Timeframe – Minimal provider influence on criteria – Even playing field© 2012 – ESResearch.com
  18. 18. Sales Training Partner Evaluation Basic evaluation components: • Convert requirements definition to RFP • Build a long list of suspects • Publish RFP • Review responses – Objectivity – Priority weighting – Team evaluation – Provider capabilities…© 2012 – ESResearch.com
  19. 19. 16 Critical Provider Capabilities1. Company viability2. Geographic/language coverage3. Customer satisfaction/project success4. Relevance to today’s challenges5. Methodology6. Breadth and depth of programs7. Effectiveness of programs8. Instructional design9. Ability to customize10. Learning and selling technologies11. Sales manager/coaching programs12. Content and process for other depts.13. Ongoing reinforcement14. Train-the-trainer15. Performance measurement16. Return-on-Training Investment© 2012 – ESResearch.com
  20. 20. Sales Training Partner EvaluationBasic evaluation components:• Convert requirements definition to RFP• Build a long list of suspects• Publish RFP• Review responses• Determine short-list candidates
  21. 21. Sales Training Partner Evaluation Basic evaluation components: • Convert requirements definition to RFP • Build a long list of suspects • Publish RFP • Review responses • Determine short-list candidates • Open dialog with short-list candidates – Subjectivity – Provide access for answers – Understand provider’s job – How well do they sell?© 2012 – ESResearch.com
  22. 22. Sales Training Partner Evaluation Basic evaluation components: • Convert requirements definition to RFP • Build a long list of suspects • Publish RFP • Review responses • Determine short-list candidates • Open dialog with short-list candidates • Provider presentations – Stick with the agenda© 2012 – ESResearch.com
  23. 23. Sales Training Partner Evaluation Basic evaluation components: • Convert requirements definition to RFP • Build a long list of suspects • Publish RFP • Review responses • Determine short-list candidates • Open dialog with short-list candidates • Provider presentations • Final proposals – Reference checking© 2012 – ESResearch.com
  24. 24. Sales Training Partner Evaluation Basic evaluation components: • Convert requirements definition to RFP • Build a long list of suspects • Publish RFP • Review responses • Determine short-list candidates • Open dialog with short-list candidates • Provider presentations • Final proposals • Negotiations – Rates, margins, IP and technology licensing, R&D, customization, coaching, deal management, etc.© 2012 – ESResearch.com
  25. 25. Sales Training Partner Evaluation Basic evaluation components: • Convert requirements definition to RFP • Build a long list of suspects • Publish RFP • Review responses • Determine short-list candidates • Open dialog with short-list candidates • Provider presentations • Final proposals • Negotiations • Contract© 2012 – ESResearch.com
  26. 26. Sales Training Partner Evaluation Basic evaluation components: • Convert requirements definition to RFP • Build a long list of suspects • Publish RFP • Review responses • Determine short-list candidates • Open dialog with short-list candidates • Provider presentations • Final proposals • Negotiations • Contract • Engagement commences© 2012 – ESResearch.com
  27. 27. Sales Training Partner Evaluation Best practices to avoid that train wreck: 3. Get an objective assessment of your situation—not from a company you are considering. 4. Set the rules for provider’s access to your people and stick with them. 5. Allow finalists to present their vision of a solution and allow them to differentiate themselves. 6. Take the time to check 10 references. Every provider has five favorite clients. 7. Meet the people who will be working with your team. 8. Work on a projected ROI with the provider. Get a performance guarantee if you can.© 2012 – ESResearch.com
  28. 28. The Strategic Approach 1. Assess Customer Buying 2. Gap Tendencies Analysis & Requirements 8. Ongoing Definition Measurement and Adjustment ESRs 3. Benchmark Strategic Current Performance. Approach To Formulate 7. Design and Deliver Sales Objectives Ongoing Learning Effectiveness ©2012 4. Optional: 3rd Party Provider 6. Rebuild Sales Selection Enablement Process Infrastructures 5. Build or Rebuild Methodology© 2012 – ESResearch.com
  29. 29. Recommendations 1. Take a strategic, holistic approach to your sales performance improvement challenges. 1. Assess Customer Buying 2. Gap Tendencies Analysis & 2. Do not engage with a sales training Requirements 8. Ongoing Definition Measurement and company until you completely and Adjustment ESRs objectively understand your own Strategic 3. Benchmark Current requirements. Performance. Approach To Formulate 7. Design and Deliver Sales Objectives Ongoing Effectiveness 3. Go about selecting a training company very Learning ©2012 methodically and carefully. It isn’t easy. 4. Optional: 3rd Party Provider 6. Rebuild Sales Selection Enablement Process Infrastructures 4. Build the whole plan, then execute in 5. Build or Rebuild Methodology phases, if required. 5. Make certain measurement is included in the plan.© 2012 – ESResearch.com
  30. 30. Complimentary eBook www.ESResearch.com/DSBØ1 (Registration required.) Available on SMM Connect.© 2012 – ESResearch.com
  31. 31. Looking for a Sales Training Partner? ESRs in-depth industry research, groundbreaking reports on sales training trends and independent evaluations of sales training companies helps your company make the right decisions about sales training programs and maximize the results of your training investment. Start here: www.ESResearch.com/evaluations© 2012 – ESResearch.com
  32. 32. Subscribe to Sales and Marketing Management Magazine Thanks ES Research Group, Inc. www.ESResearch.com +1 (508) 313-9585

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