The Audible-Ready Sales Podcast
The Audible-Ready Sales Podcast

Episode · 5 years ago

Sales Curmudgeon - Betting on the Wrong Horse


Our Sales Curmudgeon talks through why sales executives tend to "bet on the wrong horse" when it comes to their sales initiatives.

Hello, I'm Rachel Clapmiller and I'mthe director of digital engagement at force management, a growthplay company.Thank you for downloading this podcast on sales transformation. It's the thirdin our series with our very owned Sales Kermachen or is a pleasure Rachel. Lasttime we talked about the grieving process for those of you who care todaywe're talking about another reason: your sales initiative will probablyfail. You Bet on the wrong horse, allrighty then. So what do you mean bybetting on the wrong horse? Projects are tough to implement Rachel. Youwouldnt know that because you're in marketing, but I've implemented a fewin my day, they're hard because they bring out the sum of all fears seemsimple enough: let's implement sales horsecom out of the box, let'sImplementifi step sales process, let's just haul the reps into a classroom andteach them to negotiate better. Let's just face reality, it's much harderthan it seems sort of like marketing,...

...but I did gress what's so hard aboutthis. It's nothing like marketing, there's many reasons why a project canfail, but I'll give you two. You place too much faith in the training eventsand you assemble the wrongg implementation team done correctly. Training eventsaccomplish three things: impart knowledge, hone skills and communicateexpectations. That's it they don't herminently change, behaviors salesleaders say they understand this, but they really don't otherwise theywouldn't lose interest after the SKO hangover fade training is neither the beginning northe end of the change process. It sits squarely at a brief moment in themiddle and, if you're measuring success by how many people attend and the scoreyou get on the little course evaluation sheet. You're a dead man walking thetimespin in training should be dwarfed by the time spent, making it happen andthe time spent changing how people do...

...stuff afterwards. What happens beforetraining makes it relevant? What happens after makes it stick, is asales leader you're in charge of both, but enough of that I'm sick of hearingmyself taught I'm think. I'm hearing you talk too shut up Rachel Henway.What were you saying earlier about betting on the wrong horse? Let's getback to that. Okay, it has to do with the implementation team. You assembleor what I like to say the Horse you bet on, as with most things in life, yourchoices come down to three: do nothing, do it internally or do it with a thirdparty, all right the choice of doing nothing is what I call an effortlesshorse to bed on. Doing nothing means convincing yourself that things arejust fine, as is it's the low cost option and seemingly the low riskoption, plus you're, pretty good at...

...preserving the status quote. So it's anatural horse to bed on the choice of doing it internally, on the other hand,is an alluring horse to bed on. You know your sales team needs to be fixed,but why pay some high price price consultant to do the fixing at theirfees? You could probably hire a person or two, so you rely on your salesenablement team. So what's wrong with that? Well, maybe nothing. It depends.Throughout the years I've come across two varidals of sales enablement, thecompetent and the disconnected the conpitent spored, a nice blend of sailsand training. Experience They'v been in the trenches, dropping stomach acidquarter after quarter and theyre great in front of a crowd they have streekCrad in presents the disconnected, on the other hand,can't get stuff done either because they don't know what to do or theyaren't adequately supported. Anyway.

The choice of working with a thirdparty is a risky horse risky, because if you pick the wrong one and the bedis high enough, you may well lose your job. These horses come into breeds thethoroughbreads and the glue factory. The thiroug breads are disruptiverightfully. So, if you want to have a disruptive influence on the market, youneed to have the courage to disrupt your own team, no gots no glory and then there's the glue factory. Youknow these tired old horses, they're the name brand s and s folk who taughtyour grandfather to sell vacuum cleaners. The go for these worn outmags is to sew you buts and seats. Their definition of relevancy ischanging the logo on the first presentation slide. Their definition ofadoption is a ninety day pulse check,...

...which is really just an opportunity toupsell. More buttand seats, nobody ever got fired for hiring these guys right. No, except, of course, the person who'sresponsible for achieving an Roi real talk from the Sales Kirmudgen,don't bet on the wrong horse. If you like his approach, be sure to downloadthe rest of this series and Itunes, we also have the Sales Kirmagean ye Botthat you can find on our blog home page thanks for joining us for a thirdpodcast in the Carmugen series, thes sure to connect with us, unlinkedon andtwitter and subscribe to these podcast on Itunes.

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