stop the sales insanity - how 5 simple stages can transform your sales force
TRANSCRIPT
Stop the Sales Insanity:How 5 Simple Stages Can Radically
Transform Your Sales Force
Mike Kunkle
Founder & Sales Transformation Architect
Transforming Sales Results, LLC
Philip Levinson
Vice President, Product Marketing
EdCast
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Follow Phil & His Content
LinkedIn Profile https://www.linkedin.com/in/plevinson/
Twitter https://twitter.com/plevinson
Phil is…VP of Product Marketing at EdCast, working closely with customers that include GE,
HPE, Dell EMC, Accenture, Salesforce and others. He is also a Contributing
Columnist at Business Insider, with recent articles on enterprise sales, enterprise
marketing, customer success and HR.
Phil previously served as VP of Sales for WaterSmart Software and was the first
Advisory Board member of eBay.
EdCast.com
Philip Levinson
VP of Product Marketing
How 5 Stages Can Transform Your Sales Force 2
Your Presenter
Follow Mike & His Content
SMM Webinars http://bit.ly/STSTonSMM
BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel
Blog http://www.transformingsalesresults.com
LinkedIn Publisher http://bit.ly/MikeKunklePublisher
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Twitter https://twitter.com/mike_kunkle
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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 methodologies. Today, Mike is leading Transforming
Sales Results, LLC, writing, speaking, leading webinars, designing sales learning
systems, and guiding clients through all aspects of their sales transformation.
TransformingSalesResults.com
214.494.9950
Mike Kunkle
Sales Transformation Strategist
How 5 Stages Can Transform Your Sales Force 3
Our Plan for Today
• Common traps that prevent companies
from improving sales results
• The Sales Learning System
• The 5 Stages of Sales Behavior
Change
• How EdCast supports sales
performance improvement
• How to design a sales readiness tech stack.
4How 5 Stages Can Transform Your Sales Force 4
Common Sales
Improvement Traps
Common Sales Improvement Traps
• Thinking that investments in tools / technology yield more than investments in people
• Too many initiatives that produce too little return (no focus)
• “Faster, harder, longer” instead of a systems approach
• “Flavor of the month” initiatives (no follow-through)
• Too little frontline sales manager involvement
• Training without a behavior-change plan
• Training content that won’t work, if used.
How 5 Stages Can Transform Your Sales Force 6
Sales Learning System
5 Stages of Behavior Change
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
How 5 Stages Can Transform Your Sales Force 8
The 5 Stages of Sales Behavior Change
Stage 1:
Knowledge
Acquisition
Acquire the knowledge behind the skill with examples, and with
assessments/tests to validate learning
occurred.
eLearning, Classroom
Instruction (FTF or
Virtual), Assessments,
Learn something
new.
Stage 2:
Knowledge
Sustainment
Sustain the knowledge;
reverse the “forgetting
curve.”
Q&A, Check-Ins,
Assessments Learning
Reinforcement
Systems
Don’t forget it. Just
because they
learned something,
doesn’t mean
they’ll retain it.
Stage 3:
Skill
Development
Develop and practice
skills. Convert
knowledge into
behavior.
Flipped Classrooms,
Role Playing, Live
Simulations, Virtual
Coaching Tools
Just because they
know and
remember, doesn’t
mean they can do
it.
Stage 4:
Skill
Transfer
Apply the newly-
acquired and practiced
skills in the workplace.
Mentoring and
Preparation to Use
Skills, Forms/Job
Aids/Performance
Support
Just because they
can do it, doesn’t
mean they will.
(Skill/Will Matrix)
Stage 5:
Skill
Mastery
Guide and coach reps
to skill mastery and
performance outcomes,
over time.
Sales Analytics, Field
Training and Coaching,
Coaching Forms and
Tools
Just because they
tried it, doesn’t
mean they did it
well or will
continue to do it.
STAGE:
WHAT:
HOW:
WHY:
How 5 Stages Can Transform Your Sales Force 9
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
• Manage performance
• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
• Stage 1
• Stage 1
• Stages 1-5
• Stages 2-4
• Stage 5• Measure for success
• Manage performance
• Lead & manage change
Cementing
into Culture
How 5 Stages Can Transform Your Sales Force 10
Results You Can Achieve
Better Sales Behaviors = Better Sales Results
How 5 Stages Can Transform Your Sales Force 12
• 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 win-rate by 16% (6 months)
• Increased quota attainment by 36% YOY (12 months).
How EdCast Supports
Sales Performance Improvement
RAMP TO REVENUE SALES CYCLE
ACCELERATION
INCREASE
REVENUE/CUSTOMER
COACHGUIDEME: IN-APP
TRAINING
KPIs
SALESU CAPABILITIES
SALESU HELPS SALES TEAMS TO RAMP FAST, CLOSE
FASTER
INSIGHTS: CONTEXTUAL
INFO
CRM GuideMe Coach Insights Close Deals &
Grow Accounts
1 2 3
Interactive
walkthroughs
of customized
versions of key
sales services
(e.g.,
Salesforce,
Apttus,
Steelbrick)
Get daily feed of
relevant
internal/external
content to
enhance
conversations
with prospects/
opportunities
Video coaching
& role-play via
mentors and AI
to perfect pitch
and demo
(amidst
changing
circumstances)
SALES EFFICIENCY STACK FOR THE BUYER JOURNEY
In-app product training:
● Sales Tools (Salesforce,
Apttus, Steelbrick)
● Your company products (for
SaaS/Software companies)
● Create in any format (In-line
GIF, video, PPT, PDF or GIF)
● Post anywhere (In-line, inside
Salesforce app, Slack, Yammer,
SAP Jam, email)
GUIDEME: IN-APP TRAINING GuideMe
1
COACH
Role-play & Screencast
on mobile or desktop for
perfecting pitch & demo
● 100% private with
AI-based or
Coaching/Mentor
feedback
● Coaching from
experts
● View all-star demos
● Video livestreaming
Coach
2
Inline Insights at
Opportunity level
Curated Channels
Diverse Data Sources
● Internal (Box, G Drive,
Sharepoint)
● External (WSJ,
Bloomberg, Lynda.com,
HBR, CB Insights)
INSIGHTS: CONTEXTUAL INFO [demo]Insights
3
Designing a Sales
Readiness Tech Stack
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 Tech Stack
Manager Toolkits
Sales Playbooks
START
Training Content /
Sales Methodology
Digital Transformation
/ IoT Expertise
6
7
Appendix
Stop the Sales Insanity:How 5 Simple Stages Can Radically
Transform Your Sales Force
Appendix: Reading on Mike’s Four Sales 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
How 5 Stages Can Transform Your Sales Force 23
Appendix: Thought Leadership from EdCast
How 5 Stages Can Transform Your Sales Force 24
• Why Your Sales Ramping is Way Too Slow and
How to Accelerate It
https://www.edcast.com/corp/webinar-sales-ramping-
way-slow/
• Does your Company Have a Content Discovery
Problem?
https://www.edcast.com/corp/does-your-company-
have-a-content-discovery-problem/
• 4 Ways Knowledge Networks Minimize Future
Risks for Organizations
https://www.edcast.com/corp/4-ways-knowledge-
networks-minimize-future-risks-organization/
• Why Content Fails: Designing the Learner’s
Experience
http://webinars.futureworkplace.com/webinar/2384
• Solving the Content Discovery Problem https://www.edcast.com/corp/webinar-solving-the-
content-discovery-problem/
For more information:
Contact Mike / TSR:
THANKS for your time and attention!
www.linkedin.com/in/mikekunkle
www.mikekunkle.com/connect
www.TransformingSalesResults.com
www.linkedin.com/in/plevinson
www.twitter.com/plevinson
Contact Phil / EdCast: