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© 2014 Richardson. All Rights Reserved. Sustainment Strategies Ensure Sales Training Delivers Results David DiStefano President and CEO Sustainment Strategies Ensure Sales Training Delivers Results

Strategies for Sales Sustainment

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Regardless of how good your sales force training is, your sales reps and managers will lose between 70% and 100% of what they learn or acquire within three months. The investment necessary to develop your teams and win business in this competitive market is significant, and every sales leader must ensure the intended benefit of this investment is realized. Effective sustainment strategies have become essential to achieving the desired outcomes. In this session, Richardson’s President and CEO, David DiStefano will discuss how to sustain the impact of your salesforce development efforts through a combination of performance support, coaching, technology and mobile reinforcement tools. These reinforcement strategies will help extend learning from weeks to years, leverage mobile and social gaming to drive adoption and motivation, and help maximize the return on your training investment.

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Page 1: Strategies for Sales Sustainment

© 2014 Richardson. All Rights Reserved.

Sustainment Strategies Ensure Sales Training Delivers Results

David DiStefano President and CEO

Sustainment Strategies Ensure Sales Training Delivers Results

Page 2: Strategies for Sales Sustainment

© 2014 Richardson. All Rights Reserved.2

Today’s Sales Effectiveness Challenge

U.S. companies spend $5bil The average sales rep forgets 87% With sales process alone, sales reps make quota <50%

>90%With sales process, technology,

and coaching, of sales reps make quota

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© 2014 Richardson. All Rights Reserved.3

Effective Sales Training Matters

© 2014 Richardson. All Rights Reserved.

Aberdeen Group reported that “effective” sales training significant improves performance

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© 2014 Richardson. All Rights Reserved.4

The Key to Sales Effectiveness

© 2014 Richardson. All Rights Reserved.

(Forrester Research) (Sirius Decisions)

Best in Class Strategies to Sustain Sales Training Impact

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© 2014 Richardson. All Rights Reserved.

Most Struggle to Sustain Impact

Very Effective

9%

Effective 23%

Ineffective 24%

Somewhat Ef-fective

44%

Percentage of Respondents, N = 182

Effective

Ineffective

68% are not effective

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© 2014 Richardson. All Rights Reserved.

The Duration of Impact Varies

Almost 50% of companies sustain the impact of training for 90 days or less

30 to 90 days49%

91 to 180 days26%

181 to 365 days6%

More than 1 year20%

Percentage of Respondents, N = 184

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Failure to Plan is a Plan for Failure

• Attained 129 quota• Increased client satisfaction scores

• Increased pipeline 195% for coached accounts vs. non-coached accounts

• First year ROI of $23.7MM on $1.4MM spend with Richardson in first year

• Moved from #5 to #1 in Net Promoter

Sustained training 63% longer (100 days)

• Score among Canadian Banks• 12% increase in unit sales

(wallet share)

Ineffective Effective

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© 2014 Richardson. All Rights Reserved.8

more likely to establish post-development plans and prepare leaders to lead change

Planning Involves “Expectation Setting”

None of the above

Inform cross-functional leaders of the initiative

Create excitement through videos promoting the training

Prepare leaders to lead change

Make participants aware of how they’ll be evaluated

Establish post-training developmental plans

Establish and communicate key performance indicators the training will impact

Have managers communicate expectations for training outcomes

Communicate strategic importance of training to participants

Prepare sales managers to reinforce change

0% 20% 40% 60% 80%

7%25%

11%

21%

44%

31%

38%

48%

58%

41%

0%33%

35%

53%

63%

65%

67%

68%

70%

70%

Percentage of Effective Group, N = 57

2x

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© 2014 Richardson. All Rights Reserved.9

more likely to use sales management optimization

Sales Managers are Difference Makers

© 2014 Richardson. All Rights Reserved.

None of the above

Sales process or skill development embedded in CRM workflow

Sales management process optimization

Pre-training sales behavior or personality assessment

Sales process optimization

Pre-training sales skills assessment

Learning Management System

Sales playbooks, guides, and tools

0% 20% 40% 60% 80%

18%

20%

11%

28%

21%

33%

35%

47%

2%

33%

35%

44%

44%

46%

51%

65%

Percentage of Effective Group, N = 57Percentage of Ineffective Group, N = 123

Establish CADENCE of activity COACH on regular basis INSPECT Verifiable Outcomes USE “High-impact” QUESTIONS

3x

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© 2014 Richardson. All Rights Reserved.10

Technology Drives Sustained Behavior Change

*Source: Trainingindustry.com Research

Embed methodology

Guide selling activities

Make learning mobile

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© 2014 Richardson. All Rights Reserved.11

Strategies to Reinforce/Transfer

None of the above

Utilize gamification

Assess training adoption on an individual level

Communicate individual KPIs

Provide just-in-time coaching

Publicize individual/team sales performance levels

Provide opportunities for shadowing and on-the-job observation

Provide regular/ongoing coaching sessions

Provide opportunities to learn from peer experiences

Provide refresher training in core concepts

Provide individual feedback on skill assessments

0% 10% 20% 30% 40% 50% 60% 70%

13%

9%

17%

22%

30%

31%

33%

36%

38%

48%

31%

5%

18%

35%

35%

38%

38%

56%

56%

58%

58%

60%

Percentage of Effective Group, N = 55

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© 2014 Richardson. All Rights Reserved.12

Takeaways

Invest Establish post-training

developmental plans up front Utilize “gamification” Introduce mobile/tablet solutions Evaluate, Coach and provide

individual feedback

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© 2014 Richardson. All Rights Reserved.13

© 2014 Richardson. All Rights Reserved.

Best in Class Case Study

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© 2014 Richardson. All Rights Reserved.14

© 2014 Richardson. All Rights Reserved.

Richardson’s Sales Effectiveness System™

Define Develop Drive

Train Key Selling Skills Using the New Sales Process Opportunity pursuit Strategic Account development Strategic Questioning Skills Differentiating and Adding Value Leveraging the Team Positioning Insights/New Ideas

Train Key Coaching Skills Coaching to the Sales Process

using Verifiable Outcomes Coaching to Key Selling Skills Using the Manager Toolkit

Train Key Selling Skills Using the New Sales Process Opportunity pursuit Strategic Account development Strategic Questioning Skills Differentiating and Adding Value Leveraging the Team Positioning Insights/New Ideas

Train Key Coaching Skills Coaching to the Sales Process

using Verifiable Outcomes Coaching to Key Selling Skills Using the Manager Toolkit• Configure Systems

CRM and Sales Tools Marketing automation

• Configure Systems CRM and Sales Tools Marketing automation

• Lead Change Leaders leading change workshop

• Lead Change Leaders leading change workshop

• Assess Talent & Skills Evaluate talent against sales

strategy Benchmark current skills

• Assess Talent & Skills Evaluate talent against sales

strategy Benchmark current skills

• Develop Processes & Practices Best and next practices

• Develop Processes & Practices Best and next practices

• Align Systems SAVO Sales Process Pro™ Marketing-sales alignment

• Align Systems SAVO Sales Process Pro™ Marketing-sales alignment

• Apply Skills Coaching to diagnostic results Manager Toolkit Coach-the-coach training

• Apply Skills Coaching to diagnostic results Manager Toolkit Coach-the-coach training

• Retain Knowledge QuickCheck: Mastery Topical webinars Good-to-great video

• Retain Knowledge QuickCheck: Mastery Topical webinars Good-to-great video

• Set Expectations Personalized Passport Change Story

• Set Expectations Personalized Passport Change Story

• Prevent Relapse Coaching communication reminders Adoption questions

• Prevent Relapse Coaching communication reminders Adoption questions

• Define Meaningful Metrics Business metrics Evaluation strategy

• Define Meaningful Metrics Business metrics Evaluation strategy

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© 2014 Richardson. All Rights Reserved.15

© 2014 Richardson. All Rights Reserved.

Page 16: Strategies for Sales Sustainment

© 2014 Richardson. All Rights Reserved.16

© 2014 Richardson. All Rights Reserved.

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Sustainment Sponsorship Roadmap

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Skill Diagnostic– SkillGauge™

Knowledge Mastery– QuickCheck™

Learning Refresh– Manager’s Toolkit• Align Systems

Marketing-sales alignment SAVO Sales Process Pro™ Product profiles

• Align Systems Marketing-sales alignment SAVO Sales Process Pro™ Product profiles

• Apply Skills Coaching to diagnostic results Manager toolkits Coach-the-coach training

• Apply Skills Coaching to diagnostic results Manager toolkits Coach-the-coach training

• Retain Knowledge QuickCheck: e-mail-a-day learning

reinforcement Special topic webinars Good to Great Videos

• Retain Knowledge QuickCheck: e-mail-a-day learning

reinforcement Special topic webinars Good to Great Videos

• Set Expectations Next step webinar* Personalized passport Change story

• Set Expectations Next step webinar* Personalized passport Change story

• Prevent Relapse Adoption questions Coaching communication reminders

• Prevent Relapse Adoption questions Coaching communication reminders

• Sales Executives: Positioning Change Story before Training• Sales Managers: Positioning Change Story after Training• L&D Lead: Facilitate Next Steps Webinar & Provide Passport

• Sales Executives: Positioning Change Story before Training• Sales Managers: Positioning Change Story after Training• L&D Lead: Facilitate Next Steps Webinar & Provide Passport

• Sales Executives: Kick-off QuickCheck Competition• Sales Managers: Play QuickCheck and Attend Webinars with Team• L&D Lead: Monitor QuickCheck & Host Special Topic Webinars

• Sales Executives: Kick-off QuickCheck Competition• Sales Managers: Play QuickCheck and Attend Webinars with Team• L&D Lead: Monitor QuickCheck & Host Special Topic Webinars

• Sales Executives: Attend Coaching-the-coach Training• Sales Managers: Coaching and Using Toolkits with Sales Teams• L&D Lead: Facilitate the Coaching-the-coach Training

• Sales Executives: Attend Coaching-the-coach Training• Sales Managers: Coaching and Using Toolkits with Sales Teams• L&D Lead: Facilitate the Coaching-the-coach Training

• Sales Executives: Foster Agreement Between Sales & Marketing• Sales Managers: Sponsor the Use of Tools in CRM• L&D Lead: Facilitate Webinars on Tools in CRM & Product Profiles

• Sales Executives: Foster Agreement Between Sales & Marketing• Sales Managers: Sponsor the Use of Tools in CRM• L&D Lead: Facilitate Webinars on Tools in CRM & Product Profiles

• Sales Executives: Asking Adoption Questions• Sales Managers: Asking and Answering Adoption Questions• L&D Lead: Positioning Coaching Communication Reminders

• Sales Executives: Asking Adoption Questions• Sales Managers: Asking and Answering Adoption Questions• L&D Lead: Positioning Coaching Communication Reminders

Page 18: Strategies for Sales Sustainment

© 2014 Richardson. All Rights Reserved.18

© 2014 Richardson. All Rights Reserved.

Specific Tools

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Richardson QuickCheck™Mobile Sales Enablement and Analytics

Sales reps master what was learned in the classroomDeveloped at Harvard Medical SchoolExtends knowledge retention by 70%Supports sustainment of behavior change

Typical Learning and Forgetting Curves Spaced Learning Reminders Improve Retention

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© 2014 Richardson. All Rights Reserved.20

© 2014 Richardson. All Rights Reserved.

Skill Diagnostic– SkillGauge™

Richardson QuickCheck™Mobile Sales Enablement and Analytics

Question Answer Response Explanation

Page 21: Strategies for Sales Sustainment

© 2014 Richardson. All Rights Reserved.21

© 2014 Richardson. All Rights Reserved.

*Source: Aberdeen Research

Sales Leader’s Dashboard

0 20 40 60 80 100Percentage

61%

34%

Group Performance

Baseline

Mastery

Leaderboard

Richardson QuickCheck™Mobile Sales Enablement and Analytics

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© 2014 Richardson. All Rights Reserved.22

© 2014 Richardson. All Rights Reserved.

SAVO’s Sales Process Pro (for Richardson)

Reflects Richardson’s sales methodology

Prescribes the right content, messaging, experts and coaching

Keeps deals on track

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© 2014 Richardson. All Rights Reserved.© 2014 Richardson. All Rights Reserved.

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Automated relationship and value mapping

Aggregated social intelligence

Embedded collaboration space enables team selling

Automated document creation and customization

Mobile-first, intuitive design

SAVO’s Sales Process Pro (for Richardson)

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© 2014 Richardson. All Rights Reserved.25

High Engagement– Interactive– Learn by doing– Challenging for

all levels– Individualized coaching– Redirect

Expert Facilitation– Experience– Carry the bag– Industry– Global

Page 26: Strategies for Sales Sustainment

© 2014 Richardson. All Rights Reserved.26

© 2014 Richardson. All Rights Reserved.

Skill Diagnostic– SkillGauge™

Knowledge Mastery– QuickCheck™

Learning Refresh– Manager’s Toolkit

Verifiable outcomes tracked

Deal Quality Index objectively measures overall deal health and trajectory

Insights Dashboard gauges seller adherence to best practices

Solution integrates fully with SFDC

SAVO’s Sales Process Pro (for Richardson)

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© 2014 Richardson. All Rights Reserved.27

Measurement is Central to Sustainment

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© 2014 Richardson. All Rights Reserved.28

business results

on-the-job behaviors

knowledge retention

training satisfaction

Page 29: Strategies for Sales Sustainment

© 2014 Richardson. All Rights Reserved.

Thank You