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#TMSA2019
Transportation Sales Training Workshop
June 11th, 2019
#TMSA2019
Align your sales activities with the buying process
Uninterested
Prospect
Need Identified
Qualify
Decision Criteria
Discover
Evaluate Alternatives
Propose
Make Decisions
Negotiate & Close
Execute Change
Deliver
Ongoing Evaluation
Retain & Grow
#TMSA2019
Tuesday, June 11th
7:30-8:30a Networking Breakfast8:45-9:00a Opening Remarks9:00-10:00a Charting the Course through Demographic Change10:15-11:00a Gaining Access: Break through the Clutter with Compelling Messaging11:00a-12:00p Selling Beyond Price: Leveraging an Effective Value Proposition12:15-1:30p Interactive Roundtable Discussions (Working Lunch)1:45-2:45p Pipeline Management: Growing a Book of Business2:45-3:30p Marketing & Sales Expo and "Island Prize Drawings"3:00-3:45p Sales Coaching & Enablement: Developing the "A" Team3:30-4:30p Deep Dive Into the Customer Experience (CX)3:45-4:30p Build vs. Buy? Increasing Sales through Learning & Development5:30-7:00p TMSA Island Beach Fling7:00-10:00p TMSA Dine-Around
#TMSA2019
Gaining Access
Break Through the Clutter with Compelling Messages
#TMSA2019
In this session you will:
• Identify your highest potential leads• Differentiate yourself in any mode of
communication• Leverage social media to turn a prospect into a
warm lead• Navigate barriers to gaining access
#TMSA2019
Focus your efforts
Sour
ce: D
igita
l Sal
es T
rans
form
atio
n in
a C
usto
mer
Firs
t Wor
ld
#TMSA2019
Clarify your ideal customer
ü Focus on higher quality leads
ü Meet sales goals more consistently
ü Extend average customer lifetime
ü Get more referrals
#TMSA2019
Leverage your ICP to sell more effectively on social media
#TMSA2019
How would you like your customers to perceive you?
#TMSA2019
Gaining access
1. Intro2. Hook3. Purpose4. Close
#TMSA2019
Navigate barriers to gaining access
Barriers to gaining access
Strategies for success
#TMSA2019
Key Takeaways
• Complete your ICP• Sketch out 1-3 personas• Practice and review
your gaining access call/email/voicemail
• Increase your success rate by targeting your ideal customers• Leverage personas to
clarify messaging• Prepare clear messaging
for gaining access
Next Steps
#TMSA2019
Selling beyond price
Leveraging an Effective Value Proposition
#TMSA2019
In this session you will:
• Creating a compelling value proposition for your product or service
• Communicating a compelling value proposition• Navigating and responding to objections
#TMSA2019
Value props follow a simple equation
Market / Customer
NeedSolution Impact Value
Proposition
Concern/IssuePain/Gain
Your product or service
The impact on the need
#TMSA2019
J.B. Hunt’s 360box
• Shippers reserve the boxes• Carriers bid on them through the app• Boxes are picked and dropped
without the driver needing to wait to load/unload
“The trailer pool adds flexible capacity to a company’s operations, and the drop-and-hook service eliminates wasted time at the dock. This also helps
drivers be more productive with their time, which is limited and valuable. As much as one-third of a driver’s day could include idle time and empty miles.”
#TMSA2019
Craft your own value propIn your learning journal, complete a value prop for one of your customer concerns
#TMSA2019
Give your value prop a quality check
• Slogan• Description• Info
Should be written in your customer’s words!
#TMSA2019
Prepare for your common objections
ObjectionObjection
#TMSA2019
Handling objections is a skill to hone!
• Reframe your view
• Seek them out
• Keep track of your most common objections
#TMSA2019
REAP the benefits from objections
Recognize Explore Address Progress
#TMSA2019
Key Takeaways
• Fine-tune and gather feedback on your Value Prop
• Try a few things from the social selling tips
• Track your common objections to prepare for them
• Practice REAP so it becomes natural!
• Value props follow a simple equation• A great value prop is in
your buyers language• REAP the benefits of
“objections”
Next Steps
#TMSA2019
Pipeline ManagementGrow a Book of Business
#TMSA2019
Capturing new accounts is a top goal for many organizations, yet revenue from new customers averages only
29.9% of total revenues.
CSO Insights (Miller Heiman)
#TMSA2019
In this session, you will
• Strike the right balance between new customer acquisition, existing customer expansion and retention
• Determine strategies for retaining and growing your customer portfolio
• Ensure you are spending your time on the right activities
#TMSA2019
Grow a Book of Business
Uninterested
Prospect
Need Identified
Qualify
Decision Criteria
Discover
Evaluate Alternatives
Propose
Make Decisions
Negotiate & Close
Execute Change
Deliver
Ongoing Evaluation
Retain & Grow
#TMSA2019
Activities to increase customer retention and maximize customer
growth potential
#TMSA2019
#TMSA2019
High Value Activities to Retain & Grow
Ask for feedback Trigger Events Ask Questions Identify Needs
#TMSA2019
In what ways can we ask or receive feedback from our customers?
#TMSA2019
Trigger events loosen the grip of the status quo and catalyze change
#TMSA2019
Look for…
Company Your ContactsFinancial or structure changes New job, promotion, newsPlans for future Things they followProblems they face Posts, blogsCompetitive changes Commonalities: education,
work history, associations, events, interests
Internal changes (process, people, products)
#TMSA2019
Be curious; ask questions!
Individually: Review the list of questions provided and put a star next to the 3 best questions and a X next to your 3 least favorite
In small groups: Compare your top questions and discuss when and why these questions would be valuable. As a team, identify your top 3 questions.
#TMSA2019
Most Questions are Good Questions!
• Are you asking the right person?• Are you asking at the right time?• Are you asking in the most effective way?
Great questions lead to actionable insights!
#TMSA2019
Identify New Opportunities
Ask
Que
stio
ns to Identify
needs
Ask
Que
stio
ns to
Understand impact to buyer
Ask
Que
stio
ns to
Understand impact to Department or Org
Sum
mar
ize a
nd v
alid
ate What you
have heard
Clar
ify a
nd A
gree
to Next steps
#TMSA2019
The greatest salespeople are not great closers. Rather, they are skilled openers of new selling opportunities.
#TMSA2019
Key Points
• Be curious.• Well-crafted questions,
rather than statements, defuse objections.
• Make time for the high value activities in your day-to-day routines
Next Steps:
• Share your learning journal with your manager
• Schedule routines to stay current on your customers
• Change the conversation
#TMSA2019
Sales Coaching & Enablement
#TMSA2019
In this session, you will:
• Identify where your employees are ‘getting stuck’ • Put coaching strategies in place • Gain ideas on how to shape a culture of accountability
and continuous development
#TMSA2019
Allego presents,The State of Sales Coaching 2019
#TMSA2019
Sticky SituationJane is one of your best sales performers and is nearing her 5 year work anniversary. She is self motivated and a natural leader. She has ambitions to lead a Sales team but in recent
months, her accounts have plateaued and she is feeling frustrated. You feel strongly that she needs to turn her
business around before she can be promoted. She is stuck …
What’s going on here? How do you help Jane to get unstuck?
#TMSA2019
Evaluate the Situation
Identify core task or sticky
spot
Determine your game
plan
Know the role you want to
play
#TMSA2019
Evaluate the Situation
q Do they have the skills, knowledge and ability to complete the specific task at hand?
q Do they have the desire to succeed at this task?q Are they willing to complete this task?q Do they have the support they need to complete
this task?q Have you set clear expectations for this task?
#TMSA2019
Remember,
§ Evaluate the situation to determine where your employee is getting stuck
§ Focus on the task; not the person§ Even your highest performers will struggle at
times§ Sometimes willingness can overshadow ability
#TMSA2019
Evaluate the Situation
Identify core task or sticky
spot
Determine your game
plan
Know the role you want to
play
#TMSA2019
Determine your Game Plan
• Coach or train?• Provide guidance or support?• Support their development
plans?• Set expectations?• Let them figure it out?• Provide encouragement?
#TMSA2019
Allego presents,The State of Sales Coaching 2019
#TMSA2019
Allego presents,The State of Sales Coaching 2019
#TMSA2019
Know the Role you Want to Play
Coach• Ask Questions• Enable Self Discovery• Future Focused
Teach• Ask Directive Questions• Provides Information• Seek Specific Answers• Often Highly Structured
Mentor• Answers Direct
Questions• Provides Information
Sources• Structured• Seeks Alternative
Answers
#TMSA2019
In the Moment Coaching vs Coaching for Development
#TMSA2019
Feedback…
• Behavior based• Your attitude matters• Impact of behavior or actions• Timing – as soon as appropriate• Actionable
#TMSA2019
In the Moment Coaching vs Coaching for Development
#TMSA2019
Team & Individual Development Plans
Team Development• Common sticky place• Chance to reset
expectations• Chance to offer up new
way of doing things• Skill important to all
Individual Development• Specific skill or
knowledge to build• Focused on current
gaps or future needs• Can include a variety of
formal and informal learning activities
#TMSA2019
Coaching for Development
• Conversation starters• I noticed…
• Strategic Coaching Questions• How did that… ? What impact … ?
• Ask for input – next steps, ideas, resources• What do you think… ?
• Validate next steps
#TMSA2019
Develop routines that promote growth and development • Regular 1x1 conversations
• Scheduled• Simple agenda• Employee driven, Manager facilitated
• Ask questions that allow employee to reflect• Create visual reminders of development goals
(post its, form, buy the book, etc.)
#TMSA2019
Key Points
Evaluate the Situation
Identify core task or sticky spot
Determine your game plan
Know the role you want to play
• Focus on the task• Coach in the moment &
for development• Develop routines that
promote growth and development in individuals and teams
Next Steps:
• Action items• Ask questions to best
evaluate the situation• Ask for feedback on
coaching styles
#TMSA2019
Do you have the capabilities to meet your goals?
#TMSA2019
Build vs. Buy
Increasing Sales Effectiveness with Your Organization’s Learning and Development
Program
#TMSA2019
From Zero to HeroEffective Sales Onboarding
• Improves Quota Attainment by 16.2%• Speed up ramp time to full productivity by 17.9%• Decreases voluntary turnover by 6.3%
CSO Insights - 2018 Sales Performance Study
#TMSA2019
Sales Effectivenessan Integrated Approach
• Talent Acquisition• Initiation and Acclimation• Focused Learning• Dynamic Coaching• Ongoing Professional Development
#TMSA2019
A Funny Thing Happened on the Way to the Forum
• 62% of organizations consider themselves ineffective at onboarding new sales hires (Sales Management Association)
• 79% of organizations lack effective ongoing enablement beyond onboarding (CSO Insights)
• 70% of organizations are leaving sales coaching up to managers to be done ad hoc or informally (CSO Insights)
#TMSA2019
Drum Roll Please Today’s Panelist Include: • Holly LaBoda – Partner and Co-Founder at Luminaries Consulting
• Michael Matte – Sr. Director of Business Development and Marketing at Dupre’ Logistics, LLC
• Crystal Lahr– Sales Director at ATS Logistics, Inc.