how to make sales training stick

How to make sales training stick.

C O M P L I M E N T A R Y W E B I N A R

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19th November 2015 | David Nisbet

AgendaBackground/context

Why sales training fails…

Critical success factors of an effective sales methodology

The importance of coaching

Measurement and adoption metrics

Closing thoughts

Questions

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*Bersin by Deloitte - Corporate Learning Factbook 2014. http://www.bersin.com/corporate-learning-factbook-2014

over $130 Billion worldwideCompanies spent

on corporate training initiatives last year

of that… $70 Billion was USA spend

sales training initiatives have no lasting impact beyond 120 days*

9 out of 10*Dave Stein, Sales Training: The 120-Day Curse (ES Research Group).

The ForgettingCurve

Hermann Ebbinghaus

What is the worst sales training experience you can imagine?

Why sales training

fails…

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Theory that can’t be applied in the real

world

Lack of management buy-in and accountability

Poor integration with existing processes

(such as CRM systems)

Little or no ongoing

reinforcement

No measurement of indicators of

success

One size does not fit allFailure to align sales

training with strategic objectives

Poll

In your experience, which of these do you think is the biggest challenge?

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Sales Methodology Success Factors

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Organizational focus on the value of solutions

Comprehensive implementation plan

Management coaching and reinforcement

Success

Keep it simple and straightforward (KISS)

Change management

approach

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Prepareand Align

Execute

TransferOwnership/Measure

Develop a tailored sales training program aligned with sales leadership

Prepare and Align

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Build tailored materials

Identify not only the content but delivery models

Integrate and leverage existing programs, tools and processes

Align sales leaders and line to the program

Operationalise the sales training program

Execute

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eLearning pre-work a key component of rollout

Sales Leadership Coaching programme an integral part of process

Materials highly customised to reflect real world situations

Change management and transfer of ownership to the Organisation

Transfer Ownership/Measure

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Integration of your methodology into existing sales management process and sales tools

Implementation of the eValuePrompter® in CRM system

Measurement of objectives – leading and lagging indicators

The importance of coaching

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Sales Executive Council

3 hours of coaching per month perform 15% to 17% better than their peers.

Combining training and coaching improves productivity by 88%

Improving coaching programs increases revenue by 19%

10%

UrgentThe enablement of sales talent

20%

70%

80% of the sales force brings in

38% of therevenue

# of

sal

es p

eopl

e

HighCore Performance

Low

Source CSO Insights

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The top 20%brings in 62%of the revenue!

How can you effectively measure return on investment?

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How can we tell if it’s working?

• Increased margins• Less discounting• Increase in revenue• Shorter sales cycles• Increase in strategic account

penetration• Fewer calls required to close business • Increased transaction size• Improvement in % of deals closed• Increase in number of deals won• Mutual value articulation

• Increase in follow-up letters• Increase in proposal presentations

prior to submitting final offer• Use of appropriate language during

discussions of sales opportunities• Drop in technical resources

involved until opportunity qualified • No evals/proposals released until

ALL components uncovered• Certain sales reps turning around

poor performance

This… …leads to this

16

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© 2015 ValueSelling Associates, Inc. All rights reserved.

Failure is successif we learn from it.Malcom Forbes

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Thank you!

David Nisbet | Managing Partner, UKdavid.nisbet@valueselling.com

+ 44 7816 161 409

uk.linkedin.com/in/davidjnisbet