Creating Elite Sales Performers


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This complimentary seminar brought together some of Toronto’s top experts in each of these essential fields. Listen to Earl Roberts discuss hot to coach & train that performer to their maximum capabilities. (

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Creating Elite Sales Performers

  1. 1. Developing Elite Sales Performers The Sales Performance System
  2. 2. Current Trends in Sales Force Development <ul><li>6 Research Studies: </li></ul><ul><li>Thomas International – Sales Performance Survey 2010 </li></ul><ul><li>Sales for Life – Sales Survey 2010 </li></ul><ul><li>Canadian Federation of Independent Business – Canada’s Training Ground: SME’s $18 billion Investment in the Nation’s Workforce </li></ul><ul><li>Rabemananjara, Parsley : Relations between employee’s training decisions and business strategies and human resource management practices: a study by size of business (Industry Canada) </li></ul><ul><li>Lieb : Principles of Adult Learning </li></ul><ul><li>Aberdeen Group : Sales Training: Deploying Knowledge, Process and Technology to Consistently Hit Quota </li></ul>Sales Questions: At Quota – we believe in making learning fun! Prepare yourself for a Quota® Question at each stage of our presentation! Ring the bell on your table and win a bottle of wine for a correct answer!
  3. 3. What is ‘Best in Class’? <ul><li>Aberdeen Study (835 end-user organizations) 2010: </li></ul><ul><li>Only 465/835 organizations provided sales training </li></ul><ul><li>The 465 companies had an average of 77% of their sales force achieving quota vs. 38% industry average and 26% non-training companies. </li></ul><ul><li>Companies that invest in sales training on average report a 14.8% average year-over-year increase in annual corporate revenue compared to a 2% increase and 11.7% decrease among Industry Average and Laggard companies, respectively </li></ul><ul><li>7.2% year-over-year increase in average sales deal size or contract value, versus a 0.1% increase for industry average and 7.8% decrease among Laggards </li></ul><ul><li>The Best-in-Class companies are 14% more likely than other firms to consider sales training ‘absolutely vital’ or ‘integral to our success’ </li></ul>Best-in-Class Laggard Average Capabilities Technology Enablers Q’ube Question: True or False: ‘Price’ is always the number one criteria clients use to decide on a purchase? Answer: False
  4. 4. What do ‘Best in Class’ do? <ul><li>Provide Sales Managers customized training & content, distinct from that offered to sales representatives </li></ul><ul><li>Maintain a focus on frequent training activities for both sales reps and managers </li></ul><ul><li>Embed sales training content into both easily accessible knowledge repositories, as well as linking it to defined CRM sales stages </li></ul><ul><li>Ensure an aggressive approach to ongoing reinforcement and refreshment of sales training skills and content provided </li></ul><ul><li>Gain and retain executive-level sponsorship for sales training initiatives </li></ul><ul><li>Canadian SME spend on average $2,703 per employee in development/year </li></ul><ul><li>52% of SME will increase their training investment per employee in the next 3 years </li></ul><ul><li>Best-in-Class provide 4.33 hours/month in training Sales Reps (vs. others at 2.54) and 3.54 hours/month training Sales Managers (vs. others at 1.73) </li></ul>Q’ube Question: True or False: Clients will let you know their tolerance level for small talk. You should follow their lead? Answer: True
  5. 5. Business Pressures Associated with Sales Training Q’ube Question: True or False; At the KDM/Committee Approves stage the purchase is guaranteed? Answer: False 57% 47% 33% 24% 24%
  6. 6. Best-in-Class Demonstrate Significant Year-over-Year Success Q’ube Question: True or False: A feature is the outcome the clients expects to receive? Answer: False
  7. 7. Developing Elite Performers <ul><li>Business Context has changed: </li></ul><ul><li>Sophisticated </li></ul><ul><li>Data rich environment </li></ul><ul><li>Requires myriad skills sets </li></ul><ul><li>Customers more demanding </li></ul><ul><li>Seek added-value problem-solving </li></ul><ul><li>Require needs-based conversations vs. sales pitches </li></ul><ul><li>Desire long-term partnerships </li></ul><ul><li>Want ‘Strategic Orchestrator’ </li></ul><ul><li>Q’ube Question: </li></ul><ul><li>An ‘Exclusive Strength’ in competitive selling is? : </li></ul><ul><li>A capability both you and your competitor share </li></ul><ul><li>A capability neither you nor your competitor share </li></ul><ul><li>A capability only you or your competitor has </li></ul><ul><li>None of the above </li></ul>Answer: C
  8. 8. Bite-Size Learning <ul><li>Days of 3-5 days out of field are passé </li></ul><ul><li>Lower attention span/need for quicker ‘bites’ of information </li></ul><ul><li>Need to personalize training per performer* </li></ul><ul><li>Identify core competencies required for position before implementing training </li></ul><ul><li>Learning should be an ‘activity’ vs. ‘event’ </li></ul><ul><li>Tracking Progress is critical to proactive coaching </li></ul><ul><li>Celebrate success. Champions need feedback! </li></ul>Q’ube Question: Is ‘improved safety for your family’ a feature or a benefit? Answer: Benefit
  9. 9. Make Learning Fun! <ul><li>Multi-modular training (CBT, Classroom, OTJ) popular for different applications </li></ul><ul><li>62% of Sales Performers rated internally & externally facilitated training as being the most effective methods for developing them* </li></ul><ul><li>6 Principles of Adult Learning: Adults are;*** </li></ul><ul><li>Autonomous & Self-Directed </li></ul><ul><li>Bringing in Life Experiences & Knowledge </li></ul><ul><li>Goal-oriented </li></ul><ul><li>Relevancy-oriented </li></ul><ul><li>Practical </li></ul><ul><li>Expecting to be shown respect </li></ul><ul><li>Use of Game Pedagogy receives top scores for learning retention </li></ul><ul><li>Q’ube Question: </li></ul><ul><li>An example of a ‘Direct‘ close is: </li></ul><ul><li>“ Please think about it on the weekend” </li></ul><ul><li>“ Would you like it on Monday or Tuesday?” </li></ul><ul><li>“ Sign here please” </li></ul><ul><li>None of the above </li></ul>Answer: C
  10. 10. Coach the Coaches <ul><li>67% of respondents stated they do over 90% of their sales calls without any management feedback </li></ul><ul><li>25% of respondents stated they receive 0 days of training/year. </li></ul><ul><li>62% of respondents stated they receive between 0-5 days of training/year. </li></ul><ul><li>Conclusion : Sales Managers require training in contemporary Coaching Practices and need to spend more time in the field coaching! </li></ul>52% of Sales Leaders believe one-on-one coaching is their No. 1 training tool – while only 24% of Sales Performers rate their manager’s one-on-one Coaching as effective.* Sales Leaders rate their coaching as the No. 1 tool for developing sales performers while 47% of sales performers rate their managers coaching as ‘Needs Improvement’** <ul><li>Q’ube Question: </li></ul><ul><li>An example of a ‘Benefit’ is: </li></ul><ul><li>Car has air bags </li></ul><ul><li>Warranty ensures no-cost repair </li></ul><ul><li>Product come with tech manual </li></ul><ul><li>All of the above </li></ul>Answer: B – Warranty ensures no-cost repair
  11. 11. Proactive Coaching <ul><li>Proactive vs. Reactive </li></ul><ul><li>Identify sub-set competencies – Managers can’t coach what they don’t know </li></ul><ul><li>5 models of field coaching: </li></ul><ul><ul><li>Model </li></ul></ul><ul><ul><li>Majority </li></ul></ul><ul><ul><li>Joint </li></ul></ul><ul><ul><li>Supportive </li></ul></ul><ul><ul><li>Coach </li></ul></ul><ul><li>Pre-call brief: </li></ul><ul><ul><li>‘ Where are we in the sales cycle?” </li></ul></ul><ul><ul><li>‘ What is our call objective?” </li></ul></ul><ul><ul><li>‘ How will we know we have had a successful call?” </li></ul></ul><ul><ul><li>“ What are the individual & organizational motivators for this client?” </li></ul></ul><ul><li>Post-call debrief: </li></ul><ul><ul><li>“ What was our objective?” – “Did we achieve it?” </li></ul></ul><ul><ul><li>“ What went well?” </li></ul></ul><ul><ul><li>“ What can we improve upon?” </li></ul></ul><ul><ul><li>“ What is your follow up plan?” </li></ul></ul>Q’ube Question: True or False: Your presentation should address all the features/benefits of your company’s products/services? Answer: False
  12. 12. Link Technology with Training <ul><li>Sales leaders opining that measuring and monitoring activity’ is the most important strategy to drive sales in 2010* </li></ul><ul><li>CRM Tips & Techniques </li></ul><ul><li>Test before launch </li></ul><ul><li>Common lexicon & process </li></ul><ul><li>Link training – tracking – coaching </li></ul><ul><li>Garbage in – Garbage out </li></ul><ul><li>Track ‘inputs’ as well as ‘outputs’ </li></ul><ul><li>Reward compliance vs. punish non-users </li></ul><ul><li>Identify the internal ‘champion’ </li></ul><ul><li>Give time to maximize productivity </li></ul><ul><li>Use LMS to identify coaching priorities </li></ul><ul><li>Entry time is critical to usage/success! </li></ul><ul><li>SAS allows access from any entry point </li></ul>CORE TRAINING FIELD PERFORMANCE CRM TRACKING COACHING Q’ube Question: Is a Warranty a feature or a benefit? Answer: Feature
  13. 13. Publicize Training <ul><li>44% of respondents stated they would delay leaving their company if it had a long-term, comprehensive training program!* </li></ul><ul><li>The business strategies of a firm clearly influence whether they decide to train or not. In particular, firms that pursue an innovation and growth strategy are more likely to train employees regardless of firm size**** </li></ul><ul><li>62% of respondents stated they receive between 0-5 days of training/year. </li></ul><ul><li>51% of small business did not provide a structured training program </li></ul><ul><li>64% of respondents stated that Career Growth would be their biggest motivation for making a change in their sales career. </li></ul>Conclusion : Companies that invest in their sales people and publicize the training program planned for them have a higher probability of keeping their performers. Q’ube Question: True or False; The final KDM is always a member of the review committee? Answer: False
  14. 14. Conclusions <ul><li>Sales performers stay with organizations that invest in them </li></ul><ul><li>Sales performers are under-impressed with their manager’s coaching capabilities </li></ul><ul><li>Sales training is better delivered in ‘bite-sized’ stages with continuous learning </li></ul><ul><li>Game pedagogy receives top scores for learning transfer </li></ul><ul><li>Sales managers need to upgrade their coaching skills and find more field time </li></ul><ul><li>Using Technology (Sales CRM) will provide Sales Managers with proactive coaching priorities </li></ul><ul><li>Organizations that publicize their training plans have lower turnover rates </li></ul>Q’ube Question: True or False: Open Probes are questions requiring yes or no answers? Answer: False
  15. 15. Quota® Coordinates Quota® Head Office [email_address] (905) 601-2880
  16. 16. Invest in your sales performers SME Planning to increase training in the next 3 years: