f ive k eys to b uilding a w orld -c lass s ales f orce dave kurlan ceo
TRANSCRIPT
FIVE KEYS TO BUILDING A WORLD-CLASS SALES FORCE
Dave Kurlan
CEO
YOU CAN’T BE WORLD-CLASS IF…
Downward Trending Win Rates
YOU CAN’T BE WORLD-CLASS IF…
Trending Toward Longer Sales Cycles
YOU CAN’T BE WORLD-CLASS IF…
Continued Inaccurate Forecasts
YOU CAN’T BE WORLD-CLASS IF…
Continued Insufficient Pipeline
YOU CAN’T BE WORLD-CLASS IF…
Selling on Price Instead of Value
YOU CAN’T BE WORLD-CLASS IF…
Not Selling Consultatively
YOU CAN’T BE WORLD-CLASS IF…
Under Achieving Salespeople
YOU CAN’T BE WORLD-CLASS IF…
Lack a Milestone-Centric Sales Process
FIVE KEYS TO BUILDING A WORLD-CLASS SALES FORCE
KEY 1 – SALES CULTURE
Eliminate the 80/20 RuleStop the Excuse Making
Raise Expectations
KEY 2 - PERFORMANCE
Coach up the B’s and C’sThat Can Be Saved
Coach up Sales Leadership
KEY 3 – APPROACH TO MARKET
Customized Milestone-CentricSales Process
with a Consultative Approach
KEY 4 – STARTING POINT
Evaluate Your Sales Force!Right People – Right Seats
How Much – How LongFact from Fiction
Science
KEY 5 – RECRUIT
Top PerformersBetter than Your Current Top
Sales Recruiting ProcessSales Selection Tool
SALES FORCE EVALUATION
Magic of the
VOTED TOP SALES ASSESSMENT TOOL
TimelyIntelligence
Backed by Science
Insights
Copyright © 1992-2014 Objective Management Group, Inc.
Sample
THE OPPORTUNITY
$9,091,90018 months
0 6 12 18 24 30 360%
25%
50%
75%
100%
125%
150%
175%
200%
Opportunity Timeframe (in months)
Opp
ortu
nity
(as
% o
f $19
,165
,000
)
HOW DOES SALES LEADERSHIP IMPACT OUR SALES FORCE?
56%Skills
47%Effectiveness
Sales Managers - Coaching
56%Coaching Environment
Debriefs Efficiently
Handles Joint Sales Calls Effectively
Asks Questions
No Need for Approval from Salespeople
Controls Emotions
Doesn't Rescue the Salespeople
Has a Sales Process
Knows Why People Buy
Knows How People Buy
Effective at Getting Commitments
Consistently Coaches and Debriefs
Beliefs Support Coaching
0% 20% 40% 60% 80% 100%
HOW DOES SALES LEADERSHIP IMPACT OUR SALES FORCE?
41%Skills
68%Effectiveness
Sales Managers - Motivating
Has Goals and a Plan
Knows What Motivates Salespeople
Gives Recognition
Strong Self Image
Good Bonding and Rapport
Runs Effective Sales Meetings
Doesn't Accept Mediocrity
Takes Responsibility
Beliefs Support Motivation
0% 20% 40% 60% 80% 100%
HOW DOES SALES LEADERSHIP IMPACT OUR SALES FORCE?
48%Skills
67%Effectiveness
Sales Managers - Recruiting
Upgrades the Sales Force
Uses Correct Hiring Criteria
Hires the Best Person for the Position
No Need for Approval from Salespeople
Good Bonding and Rapport
Good Interviewing Skills
Recruits Consistently
Good Decision Maker
Beliefs Support Recruiting
0% 20% 40% 60% 80% 100%
HOW DOES SALES LEADERSHIP IMPACT OUR SALES FORCE?
62%Skills
52%Effectiveness
Sales Managers - Accountability
Doesn't Accept Mediocrity
No Need for Approval from Salespeople
Takes Responsibility
Manages Behavior
Asks Questions
Manages Pipeline
Beliefs Support Accountability
0% 20% 40% 60% 80% 100%
WHAT ARE OUR CURRENT SALES CAPABILITIES?
39%Overall Sales Capability
67%Sales DNA
50%Hunter Competency
53%Consultative Seller
Competency
54%Qualifier Competency
24%Closer Competency
43%Account Manager
Competency
29%Farmer
Competency
43%Sales Posturing
Hunting Selling Qualifying Presenting Closing0%
20%
40%
60%
80%
100%
HOW MOTIVATED ARE OUR SALESPEOPLE AND HOW ARE THEY MOTIVATED?
67%of Salespeople are
Motivated
72%
22%
6%
Intrinsic Balanced Extrinsic
17%
Goal-Oriented
HOW MOTIVATED ARE OUR SALESPEOPLE AND HOW ARE THEY MOTIVATED?
61%
39%
Loving to win Hating to lose
50%50%
Spending to create pressureSelf-rewarding performance
61%
39%
Being pressured Self-pressure
44%56%
Being closely managedSelf-management
61%
39%
Competing against othersSelf-competition
72%
28%
Recognition Satisfaction
WHY AREN'T WE GENERATING MORE NEW BUSINESS?
50%Hunter Competency
Sales Managers
62%Accountability Skills
52%Accountability Effectiveness
11%
67%
17%6%
Hunters
Potential Hunters
Fishermen
PETP
Uses Social Selling Tools
Attends Networking Events
Prospects via Phone and / or Walk-ins
Gets Referrals from Customers / Network
Reaches Decision Makers
Schedules Meetings
Prospects Consistently
Has No Need for Approval
Recovers From Rejection
Maintains Full Pipeline
Will Prospect
Not a Perfectionist or it Does Not Prevent Prospecting
0% 20% 40% 60% 80% 100%
ARE WE REACHING THE ACTUAL DECISION MAKERS?
11%
Reaches Decision Makers
67%
Does Not Need to be Liked
56%
Comfortable with Targeted Decision
Maker
WHY ISN'T OUR SALES CYCLE SHORTER?
Makes Decisions
Consultative Seller
Qualifier
Won't Accept Put-Offs
Doesn't Need to be Liked
Controls Emotions
Able to Discuss Money
Rejection Proof
Skeptical
Supportive Beliefs
Effective Sales Process
0% 20% 40% 60% 80% 100%
4Average Number of Factors
ARE WE SELLING CONSULTATIVELY?
Asks Good Questions
Asks Enough Questions
Quickly Develops Relationships
Presenting at Appropriate Times
Uncovers Issues
Understands How Prospects Will Buy
Takes Nothing for Granted
Able to Ask Tough Questions
Able to Listen/Ask with Ease
0% 20% 40% 60% 80% 100%
53%Consultative Seller
Competency
56%
Capable of Building Trust with Prospects and Clients
ARE WE SELLING ON PRICE AND WHO CAN BECOME A VALUE SELLER?
3Average Number of Factors
Compelling Reasons
Value Buyer
Ability to Differentiate
Able to Discuss Money
High Threshold for Money
Sales-Specific Skills
0% 20% 40% 60% 80% 100%
IS OUR VALUE PROPOSITION CONSISTENT?
To continue to be a world class band
- Roger Daltry
We are committed to being the best geriatric band of all time!
- Mick Jagger
To work our hardest to no longer be associated with Xanadu
- Jeff Lynne
We will bring you fame and fortune and everything that goes with it 'cause we are the champions - of the assessments world!
- Brian May
To continue to provide the best concert experience
- Jimmy Page
To continue to provide the best concert experience
- Roger Waters
Our goal is to deliver the best show
- Gregg Allman
We are committed to providing the best show ever.
- Tom Petty
To be more than just another band out of Boston
- Tom Scholz
Provide a carnival atmosphere
- Tommy Shaw
Committed to being the best band to perform at Fenway Park
- Bruce Springsteen
Committed to being the best band to perform at Gillette Stadium
- Steven Tyler
Our goal is to deliver the best show
- Donald Fagen
Committed to being the best band out of San Francisco
- Steve Miller
To continue to be a world class band
- Carlos Santana
To continue to tour and play music
- Boz Scaggs
To be the best band in Kansas named Kansas
- Steve Walsh
We are committed to providing the best show ever.
- Bob Weir
CAN WE CLOSE MORE SALES?
Gets Prospect To Agree To Make a Decision
Won't Make Inappropriate Quotes
Will Meet with the Decision Maker
Will Find a Way to Close
Won't be Overly Patient
Unlikely to be Derailed by Put-Offs
Not Likely to Take "Think it Overs"
Isn't Hoping to be Liked
Will Stay in the Moment at Closing Time
0% 20% 40% 60% 80% 100%
Closer Competency
Good Outlook
Good Self-Image
Controls Emotions
Takes Responsibility
Works Independently
Goal Oriented
Builds Relationships Early
Is a Problem Solver
Consultative Competency (%)
Sales Optimism
Sales Assertiveness
Sales Empathy
0% 20% 40% 60% 80% 100%
Sales Posturing Competency
CAN WE CLOSE MORE SALES?
Does Not Believe Presenting Equates to Controlling the Sales Process
Does Not Place Tremendous Importance on Proposals
Emphasizes Listening over Talking
Able to Minimize Talking about Company Products or Solu-tions
Not Compelled to Present
Not Overly Reliant on Educating and Presenting
Not Compelled to Propose or Quote
Asks Enough Questions
Takes Nothing for Granted
0% 20% 40% 60% 80% 100%
Presentation Approach and Context Sales Process
53%Consultative
Seller Competency
54%Qualifier
Competency
24%Closer
Competency
43%Sales Posturing
DO WE NEED TO CHANGE OUR SELECTION CRITERIA?
Compatibility
Desire
Commitment
DNA
Skill
0% 20% 40% 60% 80% 100%
IS OUR RAMP-UP OF NEW SALESPEOPLE FAST ENOUGH?Sales Managers
100%
Closely Manages
47%Coaching
Effectiveness
15%Time Spent Coaching
46%Figure It Out Factor
28%
Suitable for Remote
Salespeople
CAN WE IMPROVE OUR PIPELINE AND FORECASTING ACCURACY?
22%
62%
16%
Pipeline Quality
3Pipeline Quantity
Unc
over
s Ac
tual
Bud
get
Mee
ts w
ith D
ecis
ion
Mak
er
Know
s W
hy T
hey
Wou
ld B
uy
Know
s De
cisi
on-M
akin
g Pr
oces
s
Asks
abo
ut E
very
thin
g
Will
Dis
cuss
Fin
ance
s
Hand
les
High
-Tic
ket P
ricin
g O
K
Nee
d to
Be
Like
d Do
esn'
t Get
in th
e W
ay
Able
to S
tay
in th
e M
omen
t
Self-
Lim
iting
Bel
iefs
Won
't be
an
Obs
tacl
e
0%
20%
40%
60%
80%
100%
CAN WE IMPROVE OUR SALES CULTURE?
Goals
Incentive
Pipeline
Accountability
Motivation
Self-Starters
Skills
Urgency
Sales DNA
Training
0 2 4 6 8 10
44Overall Culture Score
WHO CAN BECOME MORE EFFECTIVE IN THEIR ROLES?
Recommended Salesperson RolesName Major Retail Chains Record Labels Online Sellers
Europe Sales Roger Daltry 2/3 2/6 1/5
Mick Jagger 2/3 5/6 2/5
Jeff Lynne 2/3 5/6 4/5
Brian May 2/3 3/6 2/5
Jimmy Page 2/3 3/6 2/5
Roger Waters 2/3 4/6 2/5
East Coast Sales
Gregg Allman 2/3 5/6 2/5
Tom Petty 2/3 3/6 2/5
Tom Scholz 2/3 2/6 1/5
Tommy Shaw 1/3 3/6 3/5
Bruce Springsteen 2/3 4/6 4/5
Steven Tyler 1/3 2/6 2/5
West Coast Sales
Donald Fagen 1/3 1/6 0/5
Steve Miller 1/3 3/6 1/5
Carlos Santana 1/3 2/6 2/5
Boz Scaggs 2/3 4/6 2/5
Steve Walsh 0/3 1/6 1/5
Bob Weir 1/3 2/6 2/5
WHO CAN BECOME MORE EFFECTIVE IN THEIR ROLES?
Analysis of Non-Performing Salespeople
Name Des
ire
Com
mitm
ent
Out
look
Res
pon
sibi
lity
Gro
wth
Pot
entia
l
Sa
les
Quo
tient
Ski
lls
Str
engt
hs
Tra
inab
le
Co
ach
able
Sa
les
DN
A
Fig
ure
it o
ut
Fa
cto
r
Save
Europe Sales Roger Daltry 10 108 31% 50% 68% 35 Mick Jagger 10 104 50% 40% 66% 60 Brian May 28 117 23% 45% 69% 30 East Coast Sales Gregg Allman 10 132 60% 60% 90% 50 Tom Petty 38 98 19% 30% 53% 25 Tommy Shaw 41 137 62% 60% 86% 64 Steven Tyler 10 100 35% 45% 58% 46 West Coast Sales Donald Fagen 13 79 28% 30% 55% 12 Steve Miller 51 100 44% 55% 59% 54 Carlos Santana 88 99 35% 40% 53% 39
WHAT ARE THE SHORT-TERM PRIORITIES FOR ACCELERATED GROWTH?
• Sales Selection and Recruiting• Improve Commitment• Improve Outlook• Eliminate Excuse Making• Sales Process• Train on Hunting Skills• Pipeline• Train on Closing Skills
