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

Episode · 6 years ago

Sales Executives: Reinforcing a Sales Initiative

ABOUT THIS EPISODE

Consulting Director Jeremy Powers discusses best practices for reinforcing a sales initiative.

Hello, I'm Rachel Clepmiller, I'm thedirector of digital engagement of force management. Joiting me today isconsulting director Jeremy Powers and we're going to talk about some keysteps. You can take as a sales leader as a south manager to really drivereinforcement of your sales training, Hey Rachel, how you doing glad to behere today, Jermy you're the perfect person to talk about this topic with,because you have really been on the front lines of countless initiativesfor us at force. Yeah, absolutely, I think, over the you know, the pastseven or so years of working with multiple clients, various industries,there's absolutely some things that predict success. Of One of theseinitiatives and, first and foremost thit's. You know it's not just about.Is it a great event? It's if we want to have a great event. What are theoutcomes that we want this event to achieve, whether it's an increase n anaverage deal size across the company or an increase in our th, the del Velocityor the Revenue Paret? What are those...

...business outcomes that we want toachieve? That, then, will tell us what are the different behaviors and skillsand things that we need to effect training event itself. So, let's startfirst with setting that taining event up for success. There are a lot ofcomponents that go into a successful delivery of a value framework andcommand in the message circumstances, or any methodology that you're tryingto roll out. You need crossfunctional, alinemen and needs to be practical. Youneed leaders who take ownership of the methodology success, but one thing youreally need to think about is how that delivery event is engaging the peoplein the room during the training yeah absolutely, and all of that, all of thethings that you mentioned around the sales leaders. All that stuff is very,very important, but the last part of what you said thinking about the repsand the sales people that are in the room when you think about the successof a salesperson, there's really kind...

...of three big components that will helpthem be successful. There's a set of knowledge, skills and foundationalattributes and the foundational stuff is that's more of the DNA you're kindof born with it. It's Youre competitive. You have tenacity all of that, butwithin a training event itself, you really can expect to impact theknowledge and the skills, so the knowledge, pretty simple. This is thestuff that is learned through memorization or you're transferinginformation. Things like you can tell the sales team hey here's some of thekey trends that are going on in in the marketplace today or hey here's some ofthe top challenges that our customers are experiencing right now. So that'ssome of the knowledge that you would th you would hope to transfer in one ofthese events. However, the skills that's really obtained through thingslike experience and practice, and that's what you really have to getright in an event like this and those are things like you know, being able toask great discovery, questions or having the ability to reallydifferentiate yourself in front of a...

...customer at that moment of truth, andso, when you put all of these things into perspective, as it relates to thetraining itself, what we've really found is the only way that you're goingto have any of this knowledge or skills really and truly stick as you have tomake it applicable, and you have to make it consumable and what we reallymean by this is it's a few things so, first and foremost, you have to providethem with a safe environment, give them the ability to try these new skills on,be able to get peer feedback and again make it safe, they're, not in front ofa customer where it's you get one shot and you're done. So that's first, thesecond one is: If you really want to impact change, give them theopportunity to work on real deals so bring in a live deal and rollplay,based on the way that we want to ask questions moving forward, give them theopportunity to practice a live deal that they can then leave the next dayof training or, at this event, and go...

...impact and go make a change, and thethird thing is is very important is make it relevant to the different rolesthat are in the room, so the processes, the tools they have to be consumable tothe individual, their sales raps. Typically in there, their salesengineers, there's customer success, raps, there's all kinds of differentfolks and the tools and the processes have to make sense to each of thosedifferent folks in the room. We've all been at companies where theylaunched some new initiative, and it's one more change. One more thing thatyou got to do another process, something that's not going to stick.But how do you ensure that you're initiative as the sales leader doesn'tfeel like one more thing? It can't feel like that fly by night initiative, andyou can really counteract that with. We have three three terms: Right:relevancy, reinforcement and measurement talk about why those threeconcepts can counteract that...

...fly by night initiative, yeah you're,absolutely right, so the the three that we really talk about the most ar firstrelevancy. So you talked about it, it's the content and the tools, and when youthink about you know when we enter into an organization, typically there's allof this content out there, there's content, there's tools, there's salesenablemenons, a lot of this sales opsoon some of it there's somemarketing things, there's all of these different content producers anddifferent contentn tools and th. What we want to do is we want to consolidate,but we really want to bring everything up to date, make it current and make itrelevant to the different roles and the different folks that are going to be inthe room and participating in this type of in event. So that's first, that'srelevency. The second one is reinforcement, and this gets back tothose skills and those behaviors so making sure that, like you said thefront line managers, it really falls on their shoulders to reinforce thebehaviors, whether it's in the daily...

...interactions, whether it's in weeklyopportunity reviews whenever they find those opportunities within theirnatural operating rhythm to inspect, to coach to develop atd needs to be inline with those specific skills and behaviors that we rolled out of thistraining event and the only way they're going to be effective. It at that isthemselves being very proficient very confident and bought into thisinitiative. So t at that's number two: that's reinforcement the third one wekind of kicked off the podcast talking about this is the measurement. So theongoing measure of success once you've established those business outcomesthat you're driving towards making sure that, whether it's a Qbr t salesforcomdashboard, it's some type of score card whatever it is that the management team,the leadership team, everybody is holding themselves accountable towatching the progress, and you know sometimes you may need to tweek up ordown based on that. But you have to...

...watch the progress in the ongoingmeasurement, relevancy, reinforcement and meageement. Three simple words:three easy things to remember, but three concepts are really critical tothe success of your sales initiative. JERME. As I said earlier, we know thatyou've seen a lot of sales initiatives, but what are some of the best practices?You've, seen of persistence and really driving as sales initiative forwardfrom that leadership level? Yeah! It's a great question. I think we've touchedon quite a bit of it in the last couple of minutes or so, but it's just thatmentality of it's not just an event. As a sales leader, you have to look forevery opportunity. Every time you interact with your team, you knowwhether you're ramping up a new hire getting them squared away on themethodology. Here's the tools we use- or you know, you're coaching, a wildyveteran that has a lifelong customer and just making sure that hey that theyare using this new skills, new knowledge to the best of their ability,so making sure that the mindset is, it...

...wasn't just a great event: SalesKickoff, that's one of the big ones, I would say probably another. One isjust that whole concept of lead from the front lead by example, so whetheryou're, the president of the company or your a tenyear sales veteran it'shaving mastery of that methodology, because if you have mastery of it andyou're using it every day, you're going to use the language and you're going tobe a great example for the rest of the organization. That's another big one,and then, if I was to pick out another one, I would probably say wat. We seeworks. Really well is this concept of focusing on brice spots, and so what wemean by that is just naturally as Yo leave an event like this there's goingto be some early adopters people that are kind of eager to try this stuff on,and they have some great successes so find those people that are havingsuccess, call hem out as a great brice spot, and then let hem tell their story,so they people can see hey. This thing is working and here's the results thatthese people are getting so focusing on...

...bride spots is another great one. Ithink it's important to say as well that reinforcement doesn't have to besome big event. We ware just talking with Dan Dawson in a podcast, he did onsales traformation, and it's really can be just small things that you do as asales leader day in a day out that really drives Touh the reinforcement-and it's often those small nuances that can really make er break the initiative.No doubt I think the bottom line is you can hire the best consulting partnermoney can buy. You can have an absolutely stellar sales team, but ifyou don't have a plan in place to make this initiative relevant to all thedifferent teams, the different folks that you want to affect, have itreinforced by the management team and really hold them in count accountableto reinforce this thing and have a clear definition around what successlooks like and how it's going to be measured, it's going to be money wastedfor sure,...

...and I think we'll end it there. That'sa great bottom line. Thank you, Jeremy, for joining me today. Thank you to allof you for listening, be sure to follow force management on Linkedin and ontwitter and subscribe to a blog, onforced managementcom.

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