Sales Training: Sales Process Adoption & Enforcement

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The Situation• $400M Information Mgmt firm faces:– Poor sales force adoption of new $250K sales

process– Sales force experiencing training fatigue– Management has limited time to drive

adoption• Sales Leader wants:– Results oriented program to ensure sales

process takes hold– Tactical, value-add activity to drive adoption

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What Did Not Work• Telling Sales Mgmt to make it happen• Scheduling a second round of training at

considerable expense• Providing a grace period to reach full

adoption compliance

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What Did Work• Custom adoption/reinforcement

program:• Rep, Mgr and Exec specific activity• Communication plan

• Multiple modes and media used:• On-demand presentations• Scheduled calls• Recorded refresher courses• Deal strategy calls• Real examples posted on SharePoint

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Adoption/Reinforcement Plan

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Deal Strategy Calls• Small group of managers join the call• One Manager brings a live deal to discuss• Strategy is reviewed within context of new sales process• What stage?, What is the exit criteria?• Review job aids (opp assessment, compelling

event checklist, etc)• Outcomes, lessons learned• What are the next steps?

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Sales Process Job Aid Feedback

Opportunity Assessment:• Situational awareness• How can we leverage?• What is our plan?

Anti-sponsor prefers a competitor solution. A plan to neutralize is prepared during the review.

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Recorded Sessions

19 Minute SPIN Call Plan Refresher Session

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Communication Plan• Established Cadence, pre-drafted messages• SVP and Mgr participation

Sender Theme/ContentWeek 1Week 2 SVP email New Process Launch status. Encourage early adoption.Week 3 Mgr emails Managers provide Supporting Content Links to their teams; advise of weekly call focus on sales process.Week 4 SVP email Cite an example of a good Sponsor Letter and express excitement over usage metrics.Week 5 Mgr emails Update on usage metrics within the team and provide expectations.Week 6 Mgr emails Share an example of a Sponsor Letter from within the team

Week 7 SVP emailCite 30 day trend in usage metrics and share an example of Success Metrics captured for an account. Share thoughts on how Success Metrics will impact renewals, marketing, new sales, etc.

Week 8 Mgr emails Share an example of Success Metrics from within the teamWeek 9 Mgr emails Update on usage metrics within the team and compare to expectations.Week 10 SVP email Share an example of a sales person's requirements gathering experience. Cite the value this has on many levels.Week 11 Mgr emails Emphasize requirements gathering and how it applies to their specific team (i.e. give guidance)Week 12 Mgr emails Update on usage metrics within the team and compare to expectations.Week 13 SVP email Advise on upcoming Contract Lifecycle Process and the expected positive effects. Week 14 Mgr emails Emphasize evaluation matrix and how it applies to their specific team (i.e. give guidance)Week 15 SVP/Mgr emails 90 Day review of adoption, usage metrics.Week 16 Mgr emails Emphasize concerns discussion and how it applies to their specific team (i.e. give guidance)Week 17Week 18 SVP/Mgr emails Advise on feedback from the field and planned v1.1 improvements

Date

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Sales Mgr Team Calls – Sales Process

• Established Cadence• Defined Agendas

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Manager Coaching• Provide guidance based on: • Attendance on 1-on-1 calls• Salesforce.com opportunity record audits• Sales process job aid audits• Field ride-alongs

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The ResultMetric Before AfterSales Process Adoption Rate

35% 92%

New Opportunities per Month

78 132

Close Rate 47% 68%

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Email - info@salesbenchmarkindex.com

Phone - 1-888-556-7338

Web: http://www.salesbenchmarkindex.com