Transform Results with a Systems Approach to Sales - ATD ICE 2017

Transform Results with a Systems Approach to Sales

Mike Kunkle

Sales Transformation Strategist

Transforming Sales Results, LLC

Brought to you by…

Booth 2019

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Mike is a respected sales transformation strategist and

sales training / sales enablement expert.

He’s spent 22 years as a corporate leader or consultant, helping companies

drive dramatic revenue growth through best-in-class learning strategies and

his proven-effective sales transformation methodology. Today, Mike is

leading Transforming Sales Results, LLC, designing sales learning

systems, speaking, leading webinars, and guiding clients through all

aspects of their sales transformation.

Mike Kunkle

Sales Transformation Strategist

TransformingSalesResults.com

[email protected]

[email protected]

214.494.9950

2

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Launching soon…

Consulting and Education Services Inc.

See Fast Lane on the TrainingIndustry.com Top 20 List of IT Training Companies:

http://www.trainingindustry.com/suppliers/f/fast-lane-consulting-and-education-services,-inc.aspx

Fast Lane is the leading, worldwide provider of

advanced IT education for Cisco, NetApp, VMware,

Microsoft and many more leading technical vendors. • http://www.fastlaneus.com

Launching soon, the Digital Transformation Inc.

division of Fast Lane will provide sales transformation

advisory services, assessments, sales training, and

tools to optimize your IoT sales performance initiatives

and achieve your desired business outcomes. • http://www.fastlaneus.com/enabling-digital-business

• http://www.fastlaneus.com/sales-training

Thanks to My Sponsors and Strategic Partners

3

http://www.trainingindustry.com/suppliers/f/fast-lane-consulting-and-education-services,-inc.aspx

http://www.fastlaneus.com/

http://www.fastlaneus.com/enabling-digital-business

http://www.fastlaneus.com/sales-training

See PMI on the TrainingIndustry.com Top 20 List of Sales Training Companies:

https://www.trainingindustry.com/sales-training/suppliers/pmi.aspx

Performance Methods, Inc. (PMI) is a sales performance

consulting and training organization that delivers customized

solutions to its global base of clients. PMI has been selected

by many of the world’s leading corporations as their sales

and account management best practices partner and has

been widely recognized for the innovation, effectiveness and

strength of its contemporary solution suite.

• http://www.performancemethods.com


4

https://www.trainingindustry.com/sales-training/suppliers/pmi.aspx

http://www.performancemethods.com/

EdCast's SalesU is a robust, end-to-end sales onboarding suite,

allowing enterprises to seamlessly train and coach their sales

teams using its AI-powered SaaS platform. The SalesU Suite

includes:

• EdCast Coach™ - an AI-powered role-play and mentoring app

for perfecting sales pitches and demos

• EdCast Insights™ - a real-time, contextual knowledge and

information app that incorporates content from both internal and

external sources into your CRM

• EdCast GuideMe™ - an embedded app for software, websites,

or online services that guides sales reps on using the

customized tools effectively

Visit EdCast / SalesU at Booth 2019!

• http://www.SalesU.io

• http://www.EdCast.com


https://www.edcast.com/corp/about

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http://www.salesu.io/

http://www.edcast.com/

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Our Plan for Today

• Sales Enablement Challenges

• The Four Sales Systems

• Challenges Solved: Past Results

• System Components

• Next Steps

• Final Q&A

ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 6

http://creativecommons.org/licenses/by-nc-nd/3.0/

Sales Enablement Challenges

Common Sales Enablement Challenges | Desired Outcomes

• Decrease new-hire ramp-up

• Deliver consistent value messaging (relevant/contextual)

• Adopt sales process / methodology

• Improve sales performance:

- Improve sales force productivity ($rev/rep)

- Increase quota attainment

- Grow pipeline size 3-4X (# of opps)

- Increase deal size

- Improve margins

- Speed-up pipeline velocity

- Increase win-rate

• Decrease sales talent churn

• Increase / improve sales coaching.

“Sales enablement is a growing trend,

but sales performance is not improving...

Clearly, something is missing.”

CSO Insights’ 2017 Sales Manager Enablement Report



Common Sales Enablement Challenges | Outcomes | InitiativesChallenges | Outcomes Initiatives

Decrease New-Hire Ramp-up Selection | Sales Onboarding | Analytics | Coaching | Tools | Sales Management

Deliver Consistent Value Messaging Product Marketing | Analytics | Training | Coaching | Tools | Sales Management

Adopt Sales Process / Methodology Training | Coaching | Tools | Sales Management

Improve Sales Force Productivity ($rev/rep) Analytics | Training | Coaching | Tools | Sales Management

Increase Quota Attainment

Grow Pipeline Size 3-4X (# of opps) Analytics | Demand Gen | Training | Coaching | Tools | Sales Management

Increase Deal Size Analytics | Training | Coaching | Tools | Sales Management

Improve Margin Analytics | Training | Coaching | Tools | Sales Management

Speed-up Pipeline Velocity Analytics | Training | Coaching | Tools | Sales Management

Increase Win-Rate Analytics | Training | Coaching | Tools | Sales Management

Decrease Sales Talent Churn Selection | Sales Onboarding | Coaching | Sales Management

Increase / Improve Sales Coaching Analytics | Training | Coaching | Sales Leadership

Selection | Sales Onboarding | Analytics | Coaching | Tools | Sales Management

Product Marketing | Analytics | Training | Coaching | Tools | Sales Management

Training | Coaching | Tools | Sales Management

Analytics | Training | Coaching | Tools | Solutioning | Sales Management

Analytics | Demand Gen | Training | Coaching | Tools | Sales Management

Analytics | Training | Coaching | Tools | Sales Management




Selection | Sales Onboarding | Coaching | Sales Management

Analytics | Training | Coaching | Sales Leadership


Imp

rove S

ale

s P

erf

orm

an

ce



Common Sales Enablement Initiatives | Themes

Sales

Selection

Sales

Process Sales

CoachingSales

Methodology Sales

Tools

Sales

Analytics

Sales

Messaging

Sales

Leadership

Sales

Management

Sales

Onboarding

Sales

Solutioning

Sales

Training

Sales

Enablement

Recurring

Solutions



The Four Sales Systems

CSO Insights 2016 Sales Enablement Optimization Study

People Technology

Skills &

KnowledgeProcess

© MHI Global, All Rights Reserved

Key trends from benchmarking

best-in-class SE Programs

• Take a holistic view of Sales

Enablement

• Focus on people, technology,

process, and skills/knowledge

• Prioritize and phase

implementations

Download the report


https://www.brainshark.com/campaigns/lp/cso-insights-2016-sales-enablement-study/?ref=mkunkle


What is a Systems Approach?


Human Systems



Automotive Systems



How is this different in organizations?


• HiringSystem 1

System 2• Learning & Development

System 3

• Compensation

System 5

• Coaching & Management

System 4

• Processes

It’s Not!

And more…

Organizational Systems

The Sales Performance Ecosystem

• Big, overwhelming and

unwieldly for most

people to address at

once

(And, this chart doesn’t

include all of the sales

management ecosystem

components)



The Four Sales Systems

http://bit.ly/4SalesSystems-Overview




Why These Four Systems?

• They address these things…




Past Results

Past Results (Just a Sampling)

• Decreased ramp-up time by: 23%, 34%, 47%, 52% (3-18 months)

• At 120 days, new reps outperformed a control group of 5-year reps by 21% (6 months)

• $398mm YoY revenue increase, $9.96mm net profit increase, and a 400% ROI (12 months).

• Increased sales/rep in the 90 days after training by 2.3/month – avg. increase of $183k/class or $36.6mm/year (9 months)

• Improved average profitability/new reps by 11% (4 months)

• Improved new rep win-rate by 16% (6 months)



System Components

Sales Selection System

• Determine Sales Competencies

• Determine Traits

• Create Job Documentation

• Select Psychometrics Assessments

• Implement Behavioral Interviewing

• Test Situational/Hypothetical Judgment

• Orchestrate Skill Validation

• Perform Background & Reference Checks

http://bit.ly/4SalesSystems-Selection




Sales Readiness & Enablement



Sales Support System

• Ensure reps deeply understand your buyers

• Document buying process with buying process exit criteria

• Create buyer engagement content that aligns with exit criteria

• Ensure reps have the needed market and business acumen to

create and communicate value

• Align sales process to buying process and use a buyer-oriented,

consultative, solution-focused, outcome-driven sales

methodology

• Use sales enablement tools to improve sales efficiency and

effectiveness

• Use analytics to track training, content, sales behavior, and

outcomes.

• Train reps to engage buyers in valuable business conversations

and to create real value and differentiation, through their

customer acumen, business acumen, and solution acumen

http://bit.ly/4SalesSystems-SalesSupport




Sales Learning System

• Ensure content matters

• Design great learning

• Engage managers

• Sustain knowledge/transfer skills

• Coach to mastery

• Measure for success

• Manage performance

• Lead & manage change

http://bit.ly/4SalesSystems-SalesLearning




Stage 1:

Knowledge

Acquisition

Stage 2:

Knowledge

Sustainment

Stage 3:

Skill

Development

Stage 4:

Skill

Transfer

Stage 5:

Skill

Mastery

Purpose:Acquire the knowledge behind

the skill… what to do, why to

do it, and the models for how

to do it, with examples, and

with assessments/tests to

validate learning occurred.

Tools:elearning/content creation

tools, assessment tools,

microlearning, LMS or CMS

Premise:

Learn something new.

Outcomes:• New knowledge acquired.

• Foundation for skill

acquisition.

Purpose:Sustain the knowledge;

reverse the “forgetting curve.”

Tools:Online SIM writers, Qstream,

Axonify, Mindmarker, EdCast

LearnCore

Premise:

Don’t forget it. Just

because they learned

something, doesn’t

mean they’ll retain it.

Outcomes:• Increase retention.

• Ensure comprehension.

Purpose:Develop and practice skills.

Convert knowledge into

behavior. Provide feedback.

Tools:Flipped classroom, role plays,

live simulations, virtual

coaching tools (EdCast,

Brainshark, SalesHood,

Commercial Tribe, LearnCore,

Rehearsal, others).

Premise:

Just because they know

and remember, doesn’t

mean they can do it.

Outcomes:Skills are learned, practiced,

coached, and validated (they

can do something, as taught).

Purpose:Apply the newly-acquired and

practiced skills in the

workplace.

Tools:Manager guidance and prep to

use skills, forms/job

aids/performance support,

EPSS (EdCast, Membrain,

Revegy)

Premise:

Just because they can

do it, doesn’t mean they

will. (Skill/Will Matrix)

Outcomes:New behaviors are used on

the job.

Purpose:Guide and coach reps to skill

mastery and performance

outcomes, over time.

Tools:Field training and coaching,

supported by CRM, analytics,

coaching forms and tools

Premise:

Just because they tried

it, doesn’t mean they

did it well or will

continue to do it.

Outcomes:Increased levels of sales

competency, fluency with new

skills, better sales results.

Sales Learning System: The 5 Stages



Sales Learning System: Going Beyond the 5 Stages

• Ensure content matters

• Design great learning

• Engage managers

• Sustain knowledge/transfer skills

• Coach to mastery

• Measure for success




• Stage 1

• Stage 1

• Stages 1-5

• Stages 2-4

• Stages 5• Measure for success



Cementing

into Culture




Sales Readiness ensures sales reps and managers are prepared with the competencies and resources needed to engage with

potential buyers and current customers, uncover opportunities, and manage those opportunities to a successful conclusion. That

outcome is achieved through training, knowledge sustainment, skills transfer, coaching to mastery, the strategic use of content, and

sound sales management practices.

for Training for Coaching

Train | Assess | Track Validate | Coach Transfer Support

Sustain | Guide

Inside Sales

“Game Film”

Field Sales

“Game Film”

Sales Asset Mgt. &

Buyer Engagement

1 3

2

4

5a

5b

EPSS / Workflow

Performance Support

for Transfer

Example Sales Readiness Ecosystem

Manager Toolkits

Sales Playbooks

START

Training Content /

Sales Methodology

Digital Transformation

/ IoT Expertise

6

7

Sales Management System• Master Sales Hiring

• Remove barriers to FLSM engagement

• Implement a proven-effective Management Operating Rhythm

- Master your Sales Process and Sales Methodology

- Conduct Team and Rep Meetings

• Master Sales Analytics and the ROAM Method

• Develop Field Training and Sales Coaching Skills

• Master your CRM and Sales Enablement Tools

• Master Sales Performance Management

http://bit.ly/4SalesSystems-SalesManagement




Sales Management System

ROAM• Results vs. Objectives (outcome gap)

• Activities performed (what and how much)

• Methodology used (quality)

Field Training• Tell: Recap with Knowledge Check

• Show: Demonstration with Skills Validation

• Do: Action Plan with Execution

• Review: Check ROAM and Train/Coach Loop

Field Coaching• Diagnose: Analytics & Engaged Discussion

• Plan: Joint Solution Design and Planning

• Do: Execution of Action Plan

• Review: Check ROAM and Train/Coach Loop





Check-In: Did the Systems Address the Challenges?




Appendix

Transform Results with a

Systems Approach to Sales

Further Reading on The Four Systems

• Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview

• Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection

• Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport

• Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning

• Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement






