Transform SALES Results with Effective LEARNING Systems
Mike KunkleASTD Sales Enablement Track
Session M218 – 2:15-3:30 pm – Ballroom C4
Mike KunkleTransform Sales Results with Effective Learning Systems
• Table Talk on Sales Training:
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsSet the Stage
Good News | What’s Working? Bad News | Not Working?
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Transform Sales Results with Effective Learning Systems
Sales training is not delivering results
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Transform Sales Results with Effective Learning Systems
Sales needs your help more than you think
• Current state of sales training• Viewpoint of
sales leaders
Transform Sales Results | Effective Learning SystemsAgenda
Mike KunkleTransform Sales Results with Effective Learning Systems
Hope
Reality
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Transform Sales Results with Effective Learning Systems
Sales training can have a massive impact
Framework• Effective learning
systems• Business integration
and alignment
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsAgenda
Content
Design
Managers
Transfer
Coaching
Measures
Perf. Mgt.
Integration & Alignment
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Transform Sales Results with Effective Learning Systems
I’m going to arm you to have a conversationwith Sales leaders
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Transform Sales Results with Effective Learning Systems
I’m going to arm you to make a differencewith Sales results
The Goal:• Arm you… • to apply this content...• to improve sales training
results… • at your company.
Transform Sales Results | Effective Learning SystemsObjective
Mike KunkleTransform Sales Results with Effective Learning Systems 10
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsFramework + The Big Three
Content
Design
Managers
Transfer
Coaching
Measures
Perf. Mgt.
Integration & Alignment
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Framework
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Transform Sales Results with Effective Learning Systems
The Big Three…
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Transform Sales Results with Effective Learning Systems
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Develop a change plan and execute it with discipline
14Mike Kunkle
Transform Sales Results with Effective Learning Systems
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Develop a change plan and execute it with discipline
15Mike Kunkle
Transform Sales Results with Effective Learning Systems
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Develop a change plan and execute it with discipline
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The Current State of Sales Training
A funny thing happened on the way to my sales training class…
Mike KunkleTransform Sales Results with Effective Learning Systems
• From ASTD’s Report “The State of Sales Training, 2012”
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Training
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58%94%
• From ASTD’s Report “The State of Sales Training, 2012”
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Training
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• From ASTD’s Report “The State of Sales Training, 2012”
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Training
Overall, still more product training than skills. Where is “business acumen?”
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• From ASTD’s Report “The State of Sales Training, 2012”
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Training
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The Current Viewpoint of Sales Leaders
A funny thing happened during my 18 month tenure…
Mike KunkleTransform Sales Results with Effective Learning Systems
• From CSO Insights’ 2013 Sales Performance Optimization Survey
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Sales Training’s Customer
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• From CSO Insights’ 2013 Sales Performance Optimization Survey
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint
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• Ramp-up & Compensation
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint
From CSO Insights
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Let’s review some “Needs Improvement” categories together.
Game Plan• I’ll set it up• You shout ‘em out!
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint
45%
From CSO Insights
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Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint
From CSO Insights
47%
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Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint
From CSO Insights
42%
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Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint
From CSO Insights
44%
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Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint
From CSO Insights
43%
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Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint
From CSO Insights
33%
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Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint
From CSO Insights
31%
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Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint
From CSO Insights
40%
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Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint
From CSO Insights
67%
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• From the Sales Management Association’s B2B Sales Change Study:
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Leader Viewpoint
#1
Mike KunkleTransform Sales Results with Effective Learning Systems
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A Few Other Data Points
Matchmaker, Matchmaker, make me a match…
Mike KunkleTransform Sales Results with Effective Learning Systems
• CEB: Prospects are 60% through their buying decision when they contact a sales rep... prospects need insights, not information
• Sirius Decisions: The greatest inhibitor to sales growth is the inability of reps to communicate value
• Forrester: 12% of sales calls add value (execs surveyed) • Sales Benchmark Index: 28% of sales are Won. 14% are
Lost. 58% of deals end in No Decision.
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsSales Does Needs Your Support
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• 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
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsBut Sales Training Often Fails to Deliver
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Transform Sales Results with Effective Learning Systems
Use this data as a springboard to have a conversation with YOUR Sales leaders
• Table Talk on Sales Training:
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsCurrent State: Sales Training
Were you aware of this data / info?
Yes - Absolutely, but thanks for the reminder
No - This is new insight
Mix - I was aware of some, but not all
As a sales training / enablement pro, what is it telling you?
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Solutions
Framework, meet The Big Three. The Big Three, meet Framework
Mike KunkleTransform Sales Results with Effective Learning Systems
Framework• Effective learning
systems• Business integration
and alignment
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsThe Solution: Framework + The Big Three
Content
Design
Managers
Transfer
Coaching
Measures
Perf. Mgt.
Integration & Alignment
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42Mike Kunkle
Transform Sales Results with Effective Learning Systems
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Develop a change plan and execute it with discipline
43Mike Kunkle
Transform Sales Results with Effective Learning Systems
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Develop a change plan and execute it with discipline
44Mike Kunkle
Transform Sales Results with Effective Learning Systems
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Develop a change plan and execute it with discipline
Past Results• $398MM revenue increase, $9.96MM net profit increase, 400% ROI• Increased sales per rep by 47%• 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 processing efficiency (order pull-through) 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 (avg. revenue increase of $36.6MM in 12 months).
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsWhy bother? Here’s why…
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• Top producer practices– Sales process | Buying process– Sales methodology– Performance levers* (80/20 rule)– Gap analysis | Differentiators– Continue | Start | Stop
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsSolution: The Right Content
* My performance lever methodology for later reading: http://slidesha.re/PerfLevers082011
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• Process, not events• Chunk, sequence, layer• Separate knowledge and skill• E-Learning, vILT, ILT blends• Learning support• Performance support• Build in accountability
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsSolution: Learning Design
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• Involve in rep program design; gain buy-in• Assess top manager performers• Manager gap analysis | Differentiators• 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.
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsSolution: Front-line Manager Engagement (FLM)
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• 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
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsSolution: Planned Transfer
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• 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
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsSolution: Coaching Excellence
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• Agree on lead and lag indicators 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
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsSolution: Metrics & Measures
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• 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
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsSolution: Performance Management
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• Who’s on first? (Responsible for managing sales methodology & processes?)
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsSolution: Integration & Alignment
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• Link training to business strategy• Ask for top-down support• Establish clear roles & responsibilities• Communicate 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
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsSolution: Integration & Alignment
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Sales Force Effectiveness• Sales Process• Sales Methodology• Sales Coaching• Opportunity Management• Key Account Management• Performance Management
Mike Kunkle | November 2012
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• Marketing Automation• Social Media
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• Sales Messaging• Sales Support• Other Technology Tools
Sales Force Transformation+
Performance Lever Alignment
Transform Sales Results | Effective Learning SystemsMy Big-Picture, Holistic Path to Sales Transformation
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More on Performance Levers:http://slidesha.re/PerfLevers082011
Framework• Effective learning
systems• Business integration
and alignment
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsHow Sales Training Fits In
Content
Design
Managers
Transfer
Coaching
Measures
Perf. Mgt.
Integration & Alignment
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57Mike Kunkle
Transform Sales Results with Effective Learning Systems
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Develop a change plan and execute it with discipline
58Mike Kunkle
Transform Sales Results with Effective Learning Systems
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Develop a change plan and execute it with discipline
59Mike Kunkle
Transform Sales Results with Effective Learning Systems
1. Build content based on differentiating top-producer practices
2. Engage managers in content, training, coaching and performance management
3. Develop a change plan and execute it with discipline
60Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsTransfer | Next Steps
• Table Talk – Now What? What ideas here might be helpful in your situation?
What are some possible next steps?
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Remember…Yes, there’s more for later:
But the Framework is your start:
And The Big Three is the top focus:
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsTransfer | Next Steps
1. Content from top-producer practices2. Engage sales managers3. Develop and execute a change plan
Mike [email protected] | [email protected]
Thanks for Your Time & Attention!
http://www.linkedin.com/in/mikekunkle http://bit.ly/InviteMike-LinkedIn
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Transform Sales Results with Effective Learning Systems
APPENDIX
Mike KunkleTransform Sales Results 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 16 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.
• As of January 2013, Mike is the Director of New 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. Reporting to the Chief Strategy Officer, Mike plans to integrate the latest thinking and technology from learning and development and sales force effectiveness to better serve Richardson's clients. If you're not familiar with 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 reached through his blog or on LinkedIn, Twitter, and Google+.
Mike KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsAbout Mike – http://about.me/mike_kunkle
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Aberdeen Sales Effectiveness & Strategy Practice:• http://aberdeen.com/_aberdeen/sales-strategy/SENS/practice.aspxASTD Sales Enablement:• http://www.astd.org/Publications/Blogs/Sales-Enablement-Blog• http://bit.ly/ASTD-SalesEnablementLinkedIn• https://twitter.com/ASTDSalesEnableCSO 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_enablementIDC Sales Enablement:• http://www.idc.com/research/SalesEnablement1.jspRichardson• 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 KunkleTransform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning SystemsAppendix: Some Resources
