Jon Birdsong's presentation on building champion sales teams from Rainmaker 2015.

1. BUILDING CHAMPIONS
SalesLoft’s Rainmaker Conference
W Hotel (Midtown)
Atlanta, Georgia
January 14th, 2015
JON BIRDSONG | CEO | RIVALRY

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WHAT MAKES A GREAT
LEADER?

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"LEADERSHIP IS THE ART OF
GETTING SOMEONE ELSE TO DO
SOMETHING YOU WANT DONE
BECAUSE HE WANTS TO DO IT.”
- DWIGHT EISENHOWER

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"THE TASK OF THE LEADER IS
TO GET HIS PEOPLE FROM
WHERE THEY ARE TO WHERE
THEY HAVE NOT BEEN.” - HENRY
KISSENGER

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TWO WAYS:
PROCESS IMPROVEMENT
SKILL IMPROVEMENT

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PROCESS
IMPROVEMENT

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SKILL
IMPROVEMENT
MESSAGING
BUILDING RAPPORT
PROSPECTING
NAVIGATING BUYER’S SALES CYCLE
STRUCTURE CONTRACT
NEGOTIATION
CALLING CADENCE
FLAWLESS DEMOS
FINALIZE DEAL
COLLECT PAYMENT
FAT CHECK

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SKILL IMPROVEMENT
CONTINUED…
MESSAGING
BUILDING RAPPORT
PROSPECTING
NAVIGATING BUYER’S SALES CYCLE
STRUCTURE CONTRACT
NEGOTIATION
CALLING CADENCE
FLAWLESS DEMOS
FINALIZE DEAL
COLLECT PAYMENT FAT CHECK
LEADERSHIP
LEADERSHIP

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BELIEF #1

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GREAT SALES MANAGERS ARE
GREAT LEADERS OF PEOPLE
BELIEF #1

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BELIEF #2

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GREAT LEADERS COACH THEIR
SALES PEOPLE INTO SALES
CHAMPIONS
BELIEF #2

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DEFINITION OF SALES
COACHING?

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1. BUILDING TRUST

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2. FACILITATING CONVERSATION

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3. PROCESS OF ACCOUNTABILITY

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4. TRAINING REMAINS EFFECTIVE

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SALES COACHING: 3
AREAS
WHAT WHY HOW
CRM DATA YOU YOU

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SKILL IMPROVEMENT REQUIRES
SALES COACHING
MESSAGING
BUILDING RAPPORT
PROSPECTING
NAVIGATING BUYER’S SALES CYCLE
STRUCTURE CONTRACT
NEGOTIATION
CALLING CADENCE
FLAWLESS DEMOS
FINALIZE DEAL
COLLECT PAYMENT FAT CHECK
LEADERSHIP
LEADERSHIP
SALES COACHING
SALES COACHING

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Do You Have a Coaching
Mindset?
1. Belief in the Team: Is the team more important than the individual?
2. Conflict Management: Do you avoid conflict?
3. Involvement: Do you act before a response is needed?
4. Employee Focus: Do you pay attention to top performers too?
5. Team Building: Do you mandate everyone practices?

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Recurring Market Problems
Sales reps churn
can be high as
33%**
• Not happy!
• Unmotivated!
• Uninspired!
• Unengaged!
• View role as job,
not career.!
• Not bought into
company
mission.!
Churn
*DePaul University Center
for Sales Leadership
Avg onboarding
is 6-9 months.
• Constantly
reinforcing
training.!
• No post-training
structure.!
• Insufficient
product
knowledge.!
• Lack of business
acumen.!
• Rep is not trusted
advisor.!
Delayed
Onboardings
• Constantly
putting out fires!
• Building reports!
• Managing
spreadsheets!
• Pipeline
management!
• Interviewing/
Hiring!
• Configuring CRM!
• Lead dispersion/
management!
• Managing
calendars!
Reactive
Underperform
10% to quota**
• MGRs think they
are coaching
40% more than
reps feel!
• Inconsistent
performance!
• Difficultly
forecasting!
Underperform
**Sales Executive Council

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Sales Coaching Benefits
!
!
Save $30k-$45k /
rep / recruiter.
!
• Happy!
• Motivated!
• Inspired!
• Engaged!
• Not bought into
company
mission.!
• Stay past 5 p.m.!
Less Churn
Increase output
17-19%
!
• Consistent
performance!
!
• Forecastable
Results!
Over Perform
**Sales Executive Council
• Spend Time
Practicing!
• 1-on-1’s Occur!
• Setting Agenda!
• Constructive
conversations!
Proactive
!
!
Shorten
onboardings
25%-50%.
• Constantly
reinforcing
training.!
• Post-training
structure.!
• Sufficient product
knowledge.!
• Rep is trusted
advisor.!
Onboardings

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HOW ARE YOU BUILDING
CHAMPIONS?

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QUESTIONS?