How Sales Teams Can Keep Pace with Buyer Expectations
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Buyers are more educated than ever, and their expectations going into a sales conversation are always rising. To keep pace, sales reps today need to be able to answer a wide range of questions, covering everything from nuanced product capabilities and integration options, to security considerations, implementation details, and much more. Speaker: Astha Malik, VP of Platform and Product Marketing at Zendesk
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How Sales Teams Can Keep Pace with Buyer Expectations
- 1. How Internal Teams Can Keep Pace with Customer & Buyer Expectations 1
- 2. 2
- 5. ...to all of your customers’ questions across the full Zendesk suite Better Experiences R&D Support Sales & Success Org-Wide ...and verifies its accuracy, so your agents always have the right answer... Guru unifies siloed knowledge from all over your organization...
- 6. Employees are expecting more 6 Intuitive, integrated experiences Faster service More visibility
- 7. Better Employee Experiences Translate into Better Customer Experiences 7 ● Drive Parity ● Maintain Brand Consistency ● Empower Teams ● Move at the speed of the customer
- 8. Empower employees like never before with Zendesk
- 9. Build Engaging Employee Experiences 9 Drive engaging experiences Scale with the right tool stack Provide options Measure and optimize productivity
- 11. 11 MOMENT OF TRUTH Your typical personas The drifter The “what the what?” The forever distracted
- 12. 12 Some facts about learning retention you’d wish you could forget: 1. After one hour, people retain less than half of the information presented. 2. After one day, people forget more than 70 percent of what was taught in training. 3. Information in our memories can decay, or fade over time if not accessed enough. 4. Corporations spend over 70 billion dollars on training Source: 10 Stats About Learning Retention You’ll Want to Forget | Bridge https://www.getbridge.com/blog/10-stats-about-learning-retention-youll-want- forget
- 13. 13 How we do it Utilizing the “Breakout Rooms” feature on Zoom during role based webinars
- 15. 15 Self-Service does not mean Self- Enablement
- 16. 16 How we do it Role Based Journeys Training paths available via Lessonly focusing on particular sales skills, competencies, and tools & processes Monday Webinars Weekly webinars for GTM org to get caught up on what’s new and trending Self Service via Stacks Portal Access any training content from playbooks to past recorded trainings Peer Based Learning Utilize buddy and mentor programs during onboarding and when reps are ready for next transition Train & Assess Reinforce Coach New Hire Successfully Ramped Rep Career Progression
- 17. Scale with the right tool stack 17
- 18. Automation & AI Based Tools Webinars & Video Sharing Communication Cloud Storage LMS Seismic GoToMeeting, Vimeo Dropbox, Box MindTickle, LearnUpon How Could You Do the Same? The Zendesk Enablement Tool Stack 18
- 20. How we do it According to Kissmetrics, 85% of companies don’t measure the impact of their content on sales. Measure rep performance - before and after implementing new process/tool 1 2 3 Measure internal Knowledge Base Content Usage Measure Prospect / Customer engagement with Content 4 Measure direct correlation of content’s role in moving deals through sales pipeline
- 21. Thank you! 21
- 22. 22
- 23. How Could You Do the Same? The Zendesk Enablement Tool Stack Communication & Sharing Effective Customer Facing Content (Google Hangouts, Seismic) Webinars & Video Sharing (GoToMeeting, Vimeo) Create docs & Collaborate (Microsoft Office Online, Quip, Paper by Dropbox) Cloud Storage (Dropbox, Box, Sync) LMS (Brainshark, Mindflash, MindTickle, LearnUpon) Ticketing, Knowledge Base, Analytics (Atlassian, Freshdesk) 27
Editor's Notes
- Focus on sales enablement - show of hands mktg vs sales Learning and executing at the pace of the customer and the market. Intent is there but tools access is a challenge A little jet lagged flying in this morning from SFO but glad wasnt asked to present right after lunch - that would have been a lethal combo - not ina good way Working title: How Sales Teams Can Keep Pace with Buyer Expectations Buyers are more educated than ever, and their expectations going into a sales conversation are always rising. To keep pace, sales reps today need to be able to answer a wide range of questions, covering everything from nuanced product capabilities and integration options, to security considerations, implementation details, and much more. You
- I am sure lot of great stories Empower state of mind - people will support , you must empower yourself Conditioned need someone thing to empwer - you can make the best of the limited resources with that state of mind Do ur jobs but teacher/enablement the same Life lessons and others journeys Not super human
- So who is Zendesk - how many heard - In this WORLD where service is becoming more important than product - we help businesses Show of hands - uber today? Booked something on air bnb, watched any show on netflix before they raised price , we all gotta watch crown, ozark , or whatever else Amazon Customer experience - support, proactive engament in unified seof changing customer expectations, Zendesk helps you be the company your customers want you to be. We provide the solutions you need to to fully understand your customers and deliver seamless, personalized experiences.
- Think about all the interactions you have businesses daily - some of the best ones with air bnb, netfil abd uber are powered by Zendesk We take pride in building beautufily simple things that reflect in the cx you have evrydayZendesk builds customer service and engagement solutions products that are: Beautifully simple Offer native omnichannel solutions Are open, flexible and built on the public cloud Are data rich Deliver the best total cost of ownership And have a community of CX innovators feeding best practices directly into the product
- Data is siloed, we as employees are guilty - multiple places, multiple formats, democratization of IT Proud partners and btw they know how treat thier attendees right, i mean suhsi - better than what the best atheketes get at the white house what is it wendy 4x4 and mc donalds? Easy to acces, aggregated - ensuring consitency and accuracy and then Zendesk provides omnichannel solution Modify intercom and five9 to read 3rd party chat and telephony solutions - customer options, choice On use case slide, perhaps we list a specific customer’s architecture/workflow
- And who do you depend on to provide these experiences? Your employees As consumer expectations are changing across all industries, there’s a significant impact to employee expectations for support within several key areas, including: Intuitive, integrated experiences, where they can feel empowered to help themselves and be productive in their jobs Faster service that’s convenient, personal and accessible across channels A culture of transparency with more visibility into their requests
- Chain reaction… Brand ambassadors - equal harm and good
- Zendesk is your system of engagement, allowing agents to talk to your system of record. Our suite of products makes this possible, with all the help desk team tools and support channels you need to deliver the best experience to your employees, while ensuring your support team has all the tools they need to be successful. All Zendesk products are built on our platform to create a connected ecosystem that connects to your business.
- Studies of customer feedback tell us that more and more customers prefer self-service over contacting a support agent; and as our infographic illustrates, a whopping 91% say they would use a knowledge base if it met their needs. This is great news for businesses; self-service is the fastest and most cost-effective way to customer support. Zendesk sells software that helps business build the best customer experience possible. One Important element of a successful customer experience strategy is Self-Service. When you think about Self-Service as a consumer it’s a no brainer you have a question you ask Google to help you and google typically takes you to a website where this some sort of knowledge base with FAQs. You may be thinking ya but how does any of this apply to enablement - well for Zendesk enablement our customers are our internal teams - our customers are sales, services, & customer success teams who all our working to keep up with customer & buyer expectations. Which is why a huge component of what we have done to help them and help our team scale is buy delivering enablement programs that always have a self-service option.
- Actually built this slide by obesrvibng you in the last session - decided to be nice https://www.getbridge.com/blog/10-stats-about-learning-retention-youll-want-forget
- Actually i should print this and stick it on the fridge - so next time i get annoyed by 11 yr old not retaining info , remeber if adukts suck this much, he is just a kid, repeat repeat and then repeat (yep, that includes all of those one-and-done, fancy seminars). https://www.getbridge.com/blog/10-stats-about-learning-retention-youll-want-forget
- One example: Virtual teams for scale not a social experiment but may be it is, sometimes its personal vendetta to put certain people together Retaining content becomes even more difficult when you’re delivering trainings virtually but working at a company as large as Zendesk there is no way around it. We’ve utilized the Breakout Rooms feature on Zoom during training webinars and it’s highly popular with our employees. We see much more engagement and interactivity amongst our attendees- the moderator can jump room from room and people turn their cameras on and we are able to create virtual water cooler experiences. Building relationships with coworkers that are remote or from different offices or functions can be difficult. If everyone is in the same small office you’ll have plenty of “water cooler” moments in the breakroom and elevator to bring the team together. If you don’t all work in the same office, a little bit of effort can help you recreate some of those experiences virtually. That’s why we randomly cluster small groups into virtual video breakout rooms. The smaller groups are able to get to know each other and share best practices, deals they’re working on, and deal strategy and more. Imagine the possibilities of collaboration with this feature.
- Parenting tecxhnique you can apply at work - Just like customers - employees choice - channel and content - same content diff format - excuse removal process. Just like with my 11 year old - Give choices instead of eat veggies - if nothing else you will learn a lot about my parenting style which might be way more valuableWe’re not saying that the only we enable folks is buy giving them a self-service portal where they have to go learn things on their own. We actually deliver programs live but make sure they know they have a single place to go to get what they need.
- Peer based - management path , star reps for management path - Role Based Journeys-, faster than pace of the customers we assign these after instructor led bootcamp and it’s about 2 weeks worth of work including best practices, how to guides, playbooks, activities like shadowing and more. We have unique paths for each GTM role. It helps get our new hires on the job training only on the skills that they need to build. Throughout these 2 weeks, enablement kicks off each week with a quick call, reviewing what major competencies and skills they’ll cover, and the assessment they’ll need to complete along with a scorecard. By the end of each of week all new hires receive a graded scorecard with feedback on what they did well and what they can work on- buddies and managers are part of this process as well. Monday Webinars- With a company as large and dynamic as Zendesk, we’re tasked with keeping the GTM team updated on the various changes to processes that occur as well as announcements and updates we have on products and more. We do this via a weekly 60 min webinar that kicks off each Monday. We run 2(one in the morning and one in the afternoon) to satisfy all time zones; all sessions are recorded and posted in Stacks for anyone who missed. Self Service via Stacks- This is how we empower our GTM team to find what they need, when they need and to reinforce the various trainings we run each quarter. Our internal knowledge bases houses all enablement materials so reps can access it any time they need to refresh their knowledge. Peer Based Learning- We utilize this not only during new hire onboarding but also when reps are ready to take the next step in their career. We have built career progression programs that run quarterly where managers nominate reps they believe are ready (ie. Inside Out). Each rep is paired with a buddy/mentor in the role they’re preparing to learn and possibly interview for. Enablement leads the program which provides structure around what the trainee should focus on each week alongside their buddy on weekly 1:1s, shadowing, role playing activities, and more. Throughout the program we schedule a few lunch and learns where the entire group going through the program gets together with their buddies to discuss best practice sharing, things learned, and more. This program constantly receives raving reviews and is one our highest rated programs that we run.
- Right content, right time and place Create the pyramid of the tool stack (make sure you have the tools you have considering)
- Let’s assume that you’ve come up with a solution and you start to measure things like time saved, content reduced and content used. This is great, and definitely a step in the right direction, but efficiency is only the tip of the iceberg. Many sales enablement teams will only measure efficiency but not performance. Efficiencies like cost reduction and time saving are great, but it doesn’t actually show that it’s improving sales. Here are some key considerations: Before starting a new program, process or using a new technology, develop baseline performance metrics to identify any correlations between your new strategy or tool and bottom line performance. Measure rep performance – before and after implementing new process/tool. Measure usage of new tool / process implemented- in this example it would be our knowledge base- we do this with our very own Explore product that shows, # of visits, clicks, which content is being clicked the most, what sales reps are searching for that aren’t returning results, and more. Measure prospect engagement with your content - we do this using Highspot and we have it integrated with SFDC so reps can easily send customer facing content and we can measure what’s being sent read through Measure direct correlation of content’s role in moving deals through sales pipeline- as usage of each tool is increasing (2&3) are sales increasing too (1)? Measure this over time Sales people need to be your focus. Better sellers mean better sales. Improving efficiency and reducing waste is great, but if that’s all you’re doing, you’re only tackling half of the problem. Don’t forget about the other half – performance. Processes, tools and technology are just a means to an end. Be sure to have an objective. We recommend measuring a baseline that is performance-based. Once you have your baseline, then you can implement your new process or tool to see what effect it has on that baseline number. And finally, sales and marketing alignment is absolutely critical to success. New processes or tools will never realize the full potential without alignment between the sales and marketing functions. With both teams aligned and in agreement, we can work together to maximize efforts and results.
- What is in the knowledgebase
- We’ve designed an internal knowledge base with the most common learner needs in mind Sales Methodology - Industry Knowledge Search to find specific info Dynamic areas to promote new and most important updates An ability for reps to contact us with requests or for flagging out of date info.
- Chain reaction...
- Create the pyramid of the tool stack (make sure you have the tools you have considering)