Transform SALES Results with Effective LEARNING Systems

Mike Kunkle

ASTD Sales Enablement Track

Mike Kunkle Transform Sales Results with Effective Learning Systems

Mike Kunkle Transform Sales Results with Effective Learning Systems 2

Sales training is not

delivering results

Mike Kunkle Transform Sales Results with Effective Learning Systems 3

Sales needs your help

more than you think

• Current state of sales training

• Viewpoint of sales leaders

Transform Sales Results | Effective Learning Systems Agenda

Mike Kunkle Transform Sales Results with Effective Learning Systems

Hope

Reality

4

Mike Kunkle Transform Sales Results with Effective Learning Systems 5

Sales training can

have a massive impact

Framework • Effective learning

systems • Business integration

and alignment

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Agenda

Content

Design

Managers

Transfer

Coaching

Measures

Perf. Mgt.

Integration & Alignment

6

Mike Kunkle Transform Sales Results with Effective Learning Systems 7

I’m going to arm you to

have a conversation

with Sales leaders

Mike Kunkle Transform Sales Results with Effective Learning Systems 8

I’m going to arm you to

make a difference

with Sales results

The Goal:

• Arm you…

• to apply this content...

• to improve sales training results…

• at your company.

Transform Sales Results | Effective Learning Systems Objective

Mike Kunkle Transform Sales Results with Effective Learning Systems 9

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Framework + The Big Three

Content

Design

Managers

Transfer

Coaching

Measures

Perf. Mgt.

Integration & Alignment

10

Framework

Mike Kunkle Transform Sales Results with Effective Learning Systems 11

The Big Three…

Mike Kunkle Transform Sales Results with Effective Learning Systems 12

1. Build content based on differentiating top-producer practices

2. Engage managers in content, training, coaching and performance management

3. Develop a change plan and execute it with discipline

Mike Kunkle Transform Sales Results with Effective Learning Systems 13

1. Build content based on differentiating top-producer practices

2. Engage managers in content, training, coaching and performance management

3. Develop a change plan and execute it with discipline

Mike Kunkle Transform Sales Results with Effective Learning Systems 14

1. Build content based on differentiating top-producer practices

2. Engage managers in content, training, coaching and performance management

3. Develop a change plan and execute it with discipline

The Current State of Sales Training

A funny thing happened on the way to my sales training class…

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Mike Kunkle Transform Sales Results with Effective Learning Systems

• From ASTD’s Report “The State of Sales Training, 2012”

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Training

16

58% 94%

Job better? Meet goals?

• From ASTD’s Report “The State of Sales Training, 2012”

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Training

17

Relevance?

• From ASTD’s Report “The State of Sales Training, 2012”

Mike Kunkle Transform Sales Results with Effective Learning Systems 18

Transform Sales Results | Effective Learning Systems Current State: Sales Training

CONTENT HRs

Overall, still more product training than skills. Where is “business acumen?”

17-32% 27-52%

• From ASTD’s Report “The State of Sales Training, 2012”

Mike Kunkle Transform Sales Results with Effective Learning Systems 19

Transform Sales Results | Effective Learning Systems Current State: Sales Training

OBSTACLES

The Current Viewpoint of Sales Leaders

A funny thing happened during my 18 month tenure…

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Mike Kunkle Transform Sales Results with Effective Learning Systems

• From CSO Insights’ 2013 Sales Performance Optimization Survey

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Sales Training’s Customer

21

• From CSO Insights’ 2013 Sales Performance Optimization Survey

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

22

• Ramp-up & Compensation

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

From CSO Insights

23

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

45%

From CSO Insights

24

Let’s review some “Needs Improvement” categories together.

Game Plan

• I’ll set it up

• You shout ‘em out!

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

From CSO Insights

47%

25

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

From CSO Insights

42%

26

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

From CSO Insights

44%

27

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

From CSO Insights

43%

28

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

From CSO Insights

33%

29

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

From CSO Insights

31%

30

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

From CSO Insights

40%

31

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

From CSO Insights

67%

32

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

From CSO Insights

67%

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Link Training to Strategy

• From the Sales Management Association’s B2B Sales Change Study:

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Transform Sales Results | Effective Learning Systems Current State: Sales Leader Viewpoint

#1

Mike Kunkle Transform Sales Results with Effective Learning Systems

A Few Other Data Points

Matchmaker, Matchmaker, make me a match…

35

Mike Kunkle Transform Sales Results with Effective Learning Systems

• CEB: Prospects are 60% through their buying decision when they contact a sales rep... prospects need insights, not information

• Sirius Decisions: The greatest inhibitor to sales growth is the inability of reps to communicate value

• Forrester: 12% of sales calls add value (execs surveyed)

• Sales Benchmark Index: 28% of sales are Won. 14% are Lost. 58% of deals end in No Decision.

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Sales Does Needs Your Support

36

• ES Research: 80%+ of sales training produces no long-term impact

• McKinsey: 75% of training programs fail to contribute to the success of the business

• CEB: 50% of line managers believe shutting down L&D would have no impact on employee performance.

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems But Sales Training Often Fails to Deliver

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Mike Kunkle Transform Sales Results with Effective Learning Systems 38

Use this data as a springboard to have

a conversation with

YOUR Sales leaders

Solutions

Framework, meet The Big Three. The Big Three, meet Framework

39

Mike Kunkle Transform Sales Results with Effective Learning Systems

Framework • Effective learning

systems • Business integration

and alignment

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems The Solution: Framework + The Big Three

Content

Design

Managers

Transfer

Coaching

Measures

Perf. Mgt.

Integration & Alignment

40

Mike Kunkle Transform Sales Results with Effective Learning Systems 41

1. Build content based on differentiating top-producer practices

2. Engage managers in content, training, coaching and performance management

3. Develop a change plan and execute it with discipline

Mike Kunkle Transform Sales Results with Effective Learning Systems 42

1. Build content based on differentiating top-producer practices

2. Engage managers in content, training, coaching and performance management

3. Develop a change plan and execute it with discipline

Mike Kunkle Transform Sales Results with Effective Learning Systems 43

1. Build content based on differentiating top-producer practices

2. Engage managers in content, training, coaching and performance management

3. Develop a change plan and execute it with discipline

Past Results • $398MM revenue increase, $9.96MM net profit increase, 400% ROI

• Increased sales per rep by 47% in 9 months

• Increased sales results 600% over previous year while decreasing net operating expenses by 21%

• Improved average profitability per rep by 11% in 4 months

• Improved processing efficiency (order pull-through) by 16% in 6 months

• Newly-hired 4-month reps outperformed 5-year employees

• Increased sales per rep in the 90-day period post-training by 2.3 per month (avg. revenue increase of $36.6MM in 12 months).

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Why bother? Here’s why…

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• Top producer practices

– Sales process | Buying process

– Sales methodology

– Performance levers* (80/20 rule)

– Gap analysis | Differentiators

– Continue | Start | Stop.

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Solution: The Right Content

* My performance lever methodology for later reading: http://slidesha.re/PerfLevers082011

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• Process, not events

• Chunk, sequence, layer

• Separate knowledge and skill

• Elearning, vILT, ILT blends

• Learning support

• Performance support

• Build in accountability.

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Solution: Learning Design

46

• Involve in rep program design; gain buy-in

• Assess top manager performers

• Manager gap analysis | Differentiators

• Develop very-specific coaching programs

– Diagnose: to form hypothesis

– Dialogue + Observe: to confirm performance gaps

– Develop: solutions based on gap type

– Do: implement solutions to improve performance.

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Solution: Front-line Manager Engagement (FLM)

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• Design transfer plans into learning process

• Assess at various stages

• Use performance support

• Build social/community reinforcement

• Consider mobile & gamification

• Connect reps & managers before, during

and after.

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Solution: Planned Transfer

48

• Train managers first on rep programs & sales coaching

• Managers monitor rep progress through learning

• Managers attend ILT with their reps as an in-class coach

• Managers guide reps, post-curriculum

• Managers reinforce, train and coach as taught.

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Solution: Coaching Excellence

49

• Agree on lead and lag indicators for learning & performance

• Report progress throughout training

• Develop post-learning reporting

• Establish regular cadence with sales leaders and manager/coaches

• Do level 2 testing over time (retention checks) and level 3 surveys (usage)

• Communicate success stories.

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Solution: Metrics & Measures

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• Beyond manager support for learning, training & coaching

• Establish a cadence of Check-Ins

– Review of activity plans, results, and dialogue / observation / coaching

• Managers counsel and manage performance as needed, holding reps accountable

• Senior sales leaders hold managers accountable.

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Solution: Performance Management

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• Who’s on first? (Responsible for managing sales methodology & processes?)

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Solution: Integration & Alignment

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• Link training to business strategy

• Ask for top-down support

• Establish clear roles & responsibilities

• Communicate plans, rationales, goals, risks, metrics, and impact

• Establish regular and open communication with sales and leadership teams – share success stories

• Find and address issues quickly.

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems Solution: Integration & Alignment

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Sales Force Effectiveness

• Sales Process

• Sales Methodology

• Sales Coaching

• Opportunity Management

• Key Account Management

• Performance Management

Mike Kunkle | November 2012

Sales Force Strategy

• Quota Setting

• Sales Force Sizing

• Sales Force Structure

• Sales Compensation

• Channel Management

Marketing Alignment

• Products | Pricing

• Lead Generation

• SEO / SEM

• Campaigns | Promotions

• Marketing Automation

• Social Media

Sales Operations

• CRM / SFA

• Sales Analytics

• Reporting

• Resource Allocation

• Deal Analysis

• Win/Loss Analysis

Sales Talent Management

• Selection

• Onboarding

• Product Training

• Sales Training

• Business and Financial Acumen

• Professional Development

Sales Enablement

• Customer Experience Management

• Buyer Profiling

• Sales Messaging

• Sales Support

• Other Technology Tools

Sales Force Transformation

+ Performance Lever Alignment

Transform Sales Results | Effective Learning Systems My Big-Picture, Holistic Path to Sales Transformation

54

More on Performance Levers: http://slidesha.re/PerfLevers082011

Framework • Effective learning

systems • Business integration

and alignment

Mike Kunkle Transform Sales Results with Effective Learning Systems

Transform Sales Results | Effective Learning Systems How Sales Training Fits In

Content

Design

Managers

Transfer

Coaching

Measures

Perf. Mgt.

Integration & Alignment

55

Mike Kunkle Transform Sales Results with Effective Learning Systems 56

1. Build content based on differentiating top-producer practices

2. Engage managers in content, training, coaching and performance management

3. Develop a change plan and execute it with discipline

Mike Kunkle Transform Sales Results with Effective Learning Systems 57

1. Build content based on differentiating top-producer practices

2. Engage managers in content, training, coaching and performance management

3. Develop a change plan and execute it with discipline

Mike Kunkle Transform Sales Results with Effective Learning Systems 58

1. Build content based on differentiating top-producer practices

2. Engage managers in content, training, coaching and performance management

3. Develop a change plan and execute it with discipline

Transform Sales Results with Effective Learning Systems

APPENDIX

59

Mike Kunkle Transform Sales Results with Effective Learning Systems

Mike Kunkle is a training and organization effectiveness leader with special expertise in sales force transformation. • After his initial years on the frontline in sales and sales management, Mike spent the past

16 years as a corporate director or consultant, leading departments and projects with one purpose – improve sales results. And through sales training, organization effectiveness practices, leadership development, aligning performance levers and leading change efforts he's done just that. o At one company, as a result of six projects, he and his team delivered an accretive $398MM in revenue,

year-over-year. o At another, within 9 months, newly-hired sales reps with 120 days on the job were outperforming

incumbent reps with 5 years with the company.

• As of January 2013, Mike is the Director of New Product Development for Richardson. In this role, he is responsible for managing the development of new products, solutions and partnerships to help Richardson meet the emerging needs of our evolving marketplace. Reporting to the Chief Strategy Officer, Mike plans to integrate the latest thinking and technology from learning and development and sales force effectiveness to better serve Richardson's clients. If you're not familiar with Richardson: o They are a global sales training and strategy execution company that partners with leading

organizations to increase their sales effectiveness and drive business results. o For the fifth consecutive year, Richardson has been named to the Top Sales Training Companies list

from Training Industry, Inc. o See: http://www.richardson.com and http://blogs.richardson.com.

• Mike freely shares his personal sales transformation methodology at conferences and online at http://slidesha.re/PerfLevers082011 and can be reached through his blog or on LinkedIn, Twitter, and Google+.

Mike Kunkle Transform Sales Results with Effective Learning Systems 60

Transform Sales Results | Effective Learning Systems About Mike – http://about.me/mike_kunkle

Let’s get connected!

Aberdeen Sales Effectiveness & Strategy Practice:

• http://aberdeen.com/_aberdeen/sales-strategy/SENS/practice.aspx

ASTD Sales Enablement:

• http://www.astd.org/Publications/Blogs/Sales-Enablement-Blog

• http://bit.ly/ASTD-SalesEnablementLinkedIn

• https://twitter.com/ASTDSalesEnable

CSO Insights:

• http://www.csoinsights.com/

ES Research Group, Inc: ESR is like the “Consumer Reports” of sales training

• http://www.esresearch.com/

• http://davesteinsblog.esresearch.com/

Forrester Sales Enablement:

• http://blogs.forrester.com/tech_sales_enablement

IDC Sales Enablement:

• http://www.idc.com/research/SalesEnablement1.jsp

Richardson

• http://blogs.richardson.com | http://www.richardson.com/What-We-Do/

TrainingIndustry.com:

• http://www.trainingindustry.com/sales-training.aspx

• http://www.trainingindustry.com/sales-training/top-company-listings/2013/2013-top-20-sales-training-companies.aspx

Mike Kunkle Transform Sales Results with Effective Learning Systems 61

Transform Sales Results | Effective Learning Systems Appendix: Some Resources to Explore

Mike’s Performance Lever Work: • http://slidesha.re/PerfLevers082011

Remember…

Yes, there’s more for later:

But the Framework is your start:

And The Big Three is the top focus:

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Transform Sales Results | Effective Learning Systems Transfer | Next Steps

1. Content from top-producer practices 2. Engage sales managers 3. Develop and execute a change plan

Mike Kunkle Transform Sales Results with Effective Learning Systems 63

YOU can

Transform Sales Results

with

Effective Learning Systems!