training 2014 transform sales results - mike kunkle 02032014 - slide share
Post on 19-Oct-2014
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DESCRIPTION
Delivering this presentation at training 2014 conference and expo on 2/3. Loading to share in advance and so participants and others can review at their leisure. I've reorganized this one a bit but have spoken on the topic before... we still have so much work to do in this profession to create effective learning systems that drive business results.TRANSCRIPT
Transform SALES Performance with Effective LEARNING Systems
Mike Kunkle
Session SS07 – 12:45 to 1:45 pm – Room 30D
Mike Kunkle Transform Sales Performance 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
Mike Kunkle Transform Sales Results with Effective Learning Systems 4
Sales training can
have a massive impact
Mike Kunkle Transform Sales Results with Effective Learning Systems 5
GOAL:
Prepare you to
have a conversation
with Sales leaders
Mike Kunkle Transform Sales Results with Effective Learning Systems 6
GOAL:
Arm you to
make a difference
with Sales results
Current state of sales training
Viewpoint of sales leaders
Hope
Reality
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Transform Sales Performance with Effective Learning Systems
Agenda – Current State
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Transform Sales Performance with Effective Learning Systems
Agenda – Solutions
Content
Design
Managers
Transfer
Coaching
Measures
Perf. Mgt.
Integration Alignment
Change
The Big Three Top-Producer Practices Engaging Sales Managers Managing Change
Framework
The Current State of Sales Training
A funny thing happened on the way to my sales training class…
Mike Kunkle Transform Sales Results with Effective Learning Systems
Mike Kunkle Transform Sales Performance with Effective Learning Systems
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From ASTD’s Report “The State of Sales Training, 2012”
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Transform Sales Performance with Effective Learning Systems
Current State: Sales Training
Meet goals?
From ASTD’s Report “The State of Sales Training, 2012”
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Relevant?
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Current State: Sales Training
From ASTD’s Report “The State of Sales Training, 2012”
CONTENT HRs
Overall, still more product training than skills.
17-32% 27-52%
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Current State: Sales Training
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From ASTD’s Report “The State of Sales Training, 2012”
OBSTACLES
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Current State: Sales Training
Content not Relevant
Not Engaging (Design)
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Other Independent Research
- 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.
Ouch!
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Transform Sales Performance with Effective Learning Systems
Current State: Sales Training
The Viewpoint of Sales Leaders
- Current Sales Landscape -
A funny thing happened during my 18 month tenure…
Mike Kunkle Transform Sales Results with Effective Learning Systems
Mike Kunkle Transform Sales Performance with Effective Learning Systems
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From CSO Insights’ 2013 Sales Performance Optimization Survey
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Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
Ramp-up & Compensation
From CSO Insights
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Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
45.3% - $100-150K or >$200K
55.5% - 3-9 Months
Comp
Ramp-up
45%
From CSO Insights
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Let’s review the Needs Improvement categories together
Game Plan
I’ll read the headings
You shout percentages
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
47%
19 Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
42%
20 Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
44%
21 Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
43%
22 Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
33%
23 Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
31%
24 Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
40%
25 Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
67%
26 Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
67%
27 Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
67%
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Link Training to Strategy
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
From the Sales Management Association’s B2B Sales Change Study:
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Current State: Sales Leader Viewpoint
Sales Training
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A Few Other Data Points: - Proving Sales Needs Our Support -
Matchmaker, Matchmaker, make me a match…
Mike Kunkle Transform Sales Results with Effective Learning Systems
Mike Kunkle Transform Sales Performance with Effective Learning Systems
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CEB: Buyers are 57% through their buying decision before contacting Sales... Clients need insights, not information
Sirius Decisions: The greatest inhibitor to sales growth is the inability of reps to communicate value
Forrester: Buying execs - only 12% of sales calls add value
CSO Insights: In their 2013 survey, 26.1% of deals end in No Decision (in 2002, the rate was 17%)
Sales Benchmark Index: One survey showed 58% of deals ending in No Decision (cleaned, it was 28% of sales won, 14% lost, and 58% no-decision).
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Transform Sales Performance with Effective Learning Systems
Sales Needs Our Support
Nightingale-Conant: 67.21% of managers are not doing sales coaching and 52.34% are “too busy to coach”
Objective Management Group: 15% of sales managers spend 25% of their time on coaching (and the time they do spend is generally ineffective)
The Sales Management Association: Front-line sales managers spend only 26% of their time (average of 3 hours/rep/month), managing performance
Various: The average tenure of a senior sales leader is 18 to 24 months.
Sales Needs Our Support
Mike Kunkle Transform Sales Performance with Effective Learning Systems
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Ouch!
Use this data as a springboard to have
a conversation with
YOUR Sales leaders
Solutions
Framework, meet The Big Three.
The Big Three, meet the Framework.
Mike Kunkle Transform Sales Performance with Effective Learning Systems
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Framework Effective learning
systems Integration,
alignment & change
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Transform Sales Performance with Effective Learning Systems
Solution: Framework + Big Three
Content
Design
Managers
Transfer
Coaching
Measures
Perf. Mgt.
Integration Alignment
Change
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Execute an aligned change plan with discipline
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Execute an aligned change plan with discipline
Mike Kunkle Transform Sales Results with Effective Learning Systems 38
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Execute an aligned change plan with discipline
Past Results $398MM rev. increase, $9.96MM 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 velocity 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 (revenue increase of $36.6MM in 12 months).
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That Looks Hard. Why Bother?
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Top producer practices
- Task analysis (Imp/Diff/Freq)
- What do they do? Why?
- How do they do it? When/Where?
- Sales process
- Sales methodology
- Performance levers*
- Gap analysis | Differentiators
- Continue | Start | Stop lists
- Build content around replicable skills.
* My performance lever methodology for later reading: http://slidesha.re/PerfLevers082011
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Content
Solution: The Right Content
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Priority Focus
Process, not events
Chunk, sequence, layer
Separate knowledge and skill
Elearning, vILT, ILT blends
Focus on honing skills
Learning support
Performance support
Build in feedback and accountability.
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Design
Solution: Learning Design
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Involve in rep program design (buy-in)
Assess top manager performers
Day In The Life studies & best practices
Gap analysis | Differentiators
Continue | Start | Stop lists
Build content around replicable skills.
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Managers
Solution: Frontline Manager Engagement
Mike Kunkle Transform Sales Performance with Effective Learning Systems
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.
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Transfer
Solution: Planned Transfer
Mike Kunkle Transform Sales Performance with Effective Learning Systems
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 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.
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Coaching
Solution: Coaching Excellence
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Agree on lead and lag indicators and verifiable outcomes 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.
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Measure
Solution: Metrics & Measures
Mike Kunkle Transform Sales Performance with Effective Learning Systems
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.
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Perf. Mgt.
Solution: Performance Management
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Link training to business strategy
Ask for top-down support
Establish clear roles & responsibilities
Communicate change 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.
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Solution: Integration, Alignment, Change
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Integration Alignment
Change
Sales Force Effectiveness Sales Process
Sales Methodology
Social Selling
Sales Coaching
Opportunity Management
Key Account Management
Performance Management
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
Social Media
Content Marketing
Marketing Automation
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 / Personas
Sales Messaging
Sales Support
Other Technology Tools
Sales Performance Ecosystem
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More on Performance Levers: http://slidesha.re/PerfLevers082011
But wait! There’s more…
Mike Kunkle Transform Sales Performance with Effective Learning Systems
More on The Sales Performance Ecosystem: http://blogs.richardson.com/2013/11/20/connecting-dots-sales-performance-ecosystem/
Sales Force Effectiveness Sales Process
Sales Methodology
Social Selling
Sales Coaching
Opportunity Management
Key Account Management
Performance Management
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
Social Media
Content Marketing
Marketing Automation
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 / Personas
Sales Messaging
Sales Support
Other Technology Tools
Sales Performance Ecosystem
49
More on Performance Levers: http://slidesha.re/PerfLevers082011
But wait! There’s more…
Mike Kunkle Transform Sales Performance with Effective Learning Systems
More on The Sales Performance Ecosystem: http://blogs.richardson.com/2013/11/20/connecting-dots-sales-performance-ecosystem/
Holy cow!
Framework Effective learning
systems Integration,
alignment & change
50 Mike Kunkle
Transform Sales Performance with Effective Learning Systems
But first…
Content
Design
Managers
Transfer
Coaching
Measures
Perf. Mgt.
Integration Alignment
Change
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Execute an aligned change plan with discipline
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Execute an aligned change plan with discipline
Mike Kunkle Transform Sales Results with Effective Learning Systems 53
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Execute an aligned change plan with discipline
Mike Kunkle Transform Sales Results with Effective Learning Systems 54
YOU can
Transform Sales Performance
with
Effective Learning Systems!
APPENDIX Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform SALES Performance with Effective LEARNING Systems
Mike Kunkle Transform Sales Performance with Effective Learning Systems
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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
19 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.
Mike is the Director of 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. Responsible for Richardson’s Selling with Insights® program, Mike integrates the latest thinking and technology from learning and development and sales force effectiveness to better serve Richardson's clients. About 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 found on LinkedIn, Twitter, Google+ and SlideShare.
Let’s get connected!
Mike Kunkle Transform Sales Performance with Effective Learning Systems
About Mike http://www.mikekunkle.com/about-me http://blogs.richardson.com/author/mikekunkle/
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Strategies for Sustaining the Impact of Sales Training
Download free:
http://bit.ly/SustainSalesTrain
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Appendix: Some Resources to Explore
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Richardson and Training Industry, Inc. surveyed 193 companies in October 2013 to identify common approaches used before, during, and after training to ensure the impact of training is sustained.
This report summarizes these results and highlights recommended strategies for maximizing the impact of sales training over time.
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’s Performance Lever Presentation: http://slidesha.re/PerfLevers082011
Mike Kunkle Transform Sales Performance with Effective Learning Systems
Appendix: Some Resources to Explore
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