Training + Coaching = Greater Sales Productivity 11/16/2016

Training Plus Coaching Equals Greater Sales Productivity
Training Plus Coaching Equals
Greater Sales Productivity
Mike Kunkle
Sr. Director, Sales Readiness Consulting
Brainshark
Sales Analytics + Sales Talent Development = Sales Growth

Your Presenter
Mike Kunkle
Sr. Director, Sales
Readiness Consulting
Brainshark
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Brainshark Blog https://www.brainshark.com/ideas-blog/all/5476
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Our Plan for Today
Improve Sales Productivity & Growth through…
• Sales Analytics
- Where to focus your Training + Coaching efforts
• Sales Talent Development
- Diagnosing root causes
- How to Train + Coach
Connect the Dots

Sales Analytics
How to Determine:
 Where to Focus
 What to Coach

Determining What to Coach
The ROAM Method
• Results (outcomes)
• Objectives (goals)
• Activities (what & how much)
- What are they doing?
- How much are they doing it?
• Methods (quality)
- How well are they doing the activities?
:: mike kunkle :: :: transforming sales results ::

Activity
• What/How Much
- Lead indicators
- Lag indicators
Dials
Appointments
Connects
Contacts
Conversations
Appointment Funnel
%
%
%
%

Sales Process Map
Sales Methodology
Buying Process
• There are lead and lag indicators throughout
• There are exit criteria for each process stage
• The quality of methodology determines forward movement
• There are conversion ratios for each stage
presentqualify develop closevalidateresearchSales Process
Example of process map from http://www.salesbenchmarkindex.com
% % % % %
Activity
• What/How Much
- Lead indicators
- Lag indicators

Determining What to Coach: Example
Sales Process: Stages / Conversion

Sales Process: Stages / Conversion
Find the biggest
opportunities for
growth

Rep 2

Rep 1

Sales Talent
How to Train + Coach Effectively:
 Diagnosing Root Causes
 How to Train + Coach

Sales Talent Development (Train + Coach)
Sales Productivity through People
• Issues: Diagnosing root causes
• Solutions: Matching the right solution to the issue
- Train
- Coach
- Counsel
- Manage consequences
- Change something
• Execution & Follow-up: Implementing solutions & getting results.

Sales Talent Development
* Adapted from Ferdinand F. Fournies
The 16 reasons why employees
don’t do what they are
supposed to do *
Condition Reasons Solutions
don’t know
something
what to do
training
coaching
why to do it
how to do it
incorrect
thinking
their way is better
coaching
counseling
your way won’t work
something else is more important
they are doing it (lack of feedback)
misaligned
consequences
a negative consequence for doing it
manage
consequences
no negative consequence for not doing it
a positive consequence for not doing it
no positive consequence for doing it
constraints
obstacles beyond their control
counsel
change
transfer
terminate
personal limits (incapacity)
fear (anticipating failure)
personal problems
no one could do it

Sales Talent Development
Condition Reasons Solutions
don’t know
something
what to do
training
coaching
why to do it
how to do it
incorrect
thinking
their way is better
coaching
counseling
your way won’t work
something else is more important
they are doing it (lack of feedback)
misaligned
consequences
a negative consequence for doing it
manage
consequences
no negative consequence for not doing it
a positive consequence for not doing it
no positive consequence for doing it
constraints
obstacles beyond their control
counsel
change
transfer
terminate
personal limits (incapacity)
fear (anticipating failure)
personal problems
no one could do it
* Adapted from Ferdinand F. Fournies
The 16 reasons why employees
don’t do what they are
supposed to do *
Sales Mindset & Methodology
Check out: “The Only Sales Guide You’ll Ever Need”
by Anthony Iannarino
www.theonlysalesguide.com

Organization Approach: Effective Learning System
Ensuring Success
• Use the right content/sales methodology
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
Content
Integration
Alignment
Change
Managers
Transfer
Perf. Mgt.
Measures
Coaching
Design
http://www.mikekunkle.com/2014/07/30/stop-wasting-money-on-sales-training/

Shifting to a Frontline Sales Manager Focus (80/20 rule)
1. Sales Training
• Teach content that get results
- Ensure your content will get results and design
your training effectively.
- Assess to ensure the content was learned.
2. Knowledge Sustainment
• Assess retention over time
- Test to increase retention
- Consider a system like Qstream
- Use analytics to know where to train/coach
3. Skills Transfer
• Validate the rep can use the skills
- Use role play and virtual coaching: Prove reps
can do it, in a safe, simulated setting
- Help them apply with buyers / customers
4. Coaching to Mastery
• Role play and coach frequently
- Continue with role play and video coaching
- Use field visits and phone observation
- Use an effective coaching model

A simple method that works
The magic is in the execution
• I tell them  They tell me
• I show them  They show me (roleplay)
• I do & they observe  They do & I observe
• We review (coach) their performance together
Field Sales Training + Coaching

A simple method that works
The magic is in the execution
• We review (coach) their performance together
Coaching
Training

Field Sales Training + Coaching (Check-ins)
Extending the Review phase with Check-ins
• We Review (coach) performance together
Review
Check-in
Check-in
Check-in

Extending the Review Phase with Check-ins
Who Coach & sales rep
What
• Phone call, virtual meeting, or face-to-face meeting
• Review of Results, Objectives, Activities, and Methods
• Set performance goals, develop solutions, create an action plan
Why Even the best players need a good coach to improve
How
 Review Results/Objectives
 Review Activities
 Discuss Methods
 Set Performance Goal
 Explore Possible Solutions
 Select the Best Solutions
 Create an Action Plan
Field Sales Training + Coaching (Check-ins)

Once the basic Training
and Coaching are done,
you can evolve
Coaching to:
This is where full developmental sales
coaching kicks in.

Diagnose | Plan | Do | Review
• Diagnose: Assess the situation for improvement
possibilities
- Continue to use ROAM (Results, Objectives, Activities,
Methods)
- Through reports/results, identify “what is” (Point A)
- Compare to Objectives and through questions and discussion,
jointly determine “what should be” (Point B)
• Understanding check: Rep summarizes to ensure
mutual understanding
Ongoing Sales Coaching

• Plan: Agree on the plan to close the gap between
Point A and Point B
- Lead by questions to engage, foster involvement and gain
commitment
- Discuss options, gain consensus on which to try, and create an
action plan
- You are the guide or Sherpa – your rep must be engaged,
thinking & participating

• Do: Execute the plan
- Give the rep room to try their plan and make mistakes and/or
succeed
- Keep the door open for the to reach out for help before you
meet again
- Observe or conduct field coaching as requested or necessary,
to assist
• Understanding check: Rep executes and managers
observes or rep reports progress

• Review: Meet specifically to review plan
outcomes/results
- Listen to details, ask questions, gather information,
understand what happened
- Determine whether to cycle again through DPDR or consider
other alternatives
- Use the previous Review/Check-in model

Review: Connecting the Dots
Analytics
Training Coaching16 Reasons
Check-in Reviews

11 Keys to Effective Sales Coaching
With tips and advice on topics such as:
• How to develop a comprehensive coaching
plan
• The difference between coaching and
training (and why you need both)
• Ways to make your current coaching
program more effective
Special eBook Offer
Download: http://bit.ly/BNSK-11KeysEffectiveCoaching

Appendix

Appendix: Resources
Reading and resources for sales training from Mike
• http://www.mikekunkle.com/2014/07/30/stop-wasting-money-on-sales-training/
• http://www.mikekunkle.com/2016/08/24/how-sales-training-sales-managers-can-partner-to-drive-results/
• http://thesalesblog.com/blog/2014/03/24/training-and-coaching-is-not-expensive/
• https://www.linkedin.com/pulse/20141006015758-834966-sales-onboarding-twice-as-good-half-the-time
Reading and resources for sales coaching from Mike
• http://www.mikekunkle.com/2014/08/12/simple-sales-coaching-practices-that-get-results/
• http://www.mikekunkle.com/2015/02/07/for-better-sales-coaching-results-ram-your-reps/
• https://www.linkedin.com/pulse/20141020050435-834966-simple-methods-to-improve-sales-rep-performance
• http://www.mikekunkle.com/2013/03/31/improve-your-sales-coaching-with-two-simple-steps-part-1/

Appendix: Resources
Reading and resources for sales coaching – from others
• http://blogs.richardson.com/2012/12/12/evaluative-vs-developmental-feedback-why-sales-leaders-must-understand-the-difference/
• http://newsalescoach.com/2013/12/sales-manager-why-dont-you-formally-meet-11-monthly-with-every-salesperson/
• http://salestrainingconnection.com/2014/06/18/training-sales-managers-to-coach-the-good-the-bad-and-the-ugly/
• http://salestrainingconnection.com/2014/09/22/sales-coaching-what-are-you-doing-for-your-top-sales-people/
• http://processspecialist.com/increasesales/sales-training/reason-sales-training-coaching-programs-fail/
• http://thesalesblog.com/blog/2012/02/02/the-differences-in-sales-coaching-and-sales-training/
• http://thesalesblog.com/blog/2012/02/03/the-differences-in-managing-and-sales-coaching/
• https://www.linkedin.com/pulse/article/20141020145914-167224-you-need-a-sales-coach/
• http://www.forbes.com/sites/scottedinger/2013/06/25/how-great-sales-leaders-coach/
• http://www.cmoe.com/blog/where-should-i-focus-my-sales-coaching-efforts.htm/
• http://jackmalcolm.com/blog/2011/04/sales-coaching-make-them-work-for-it/
• http://thesalesblog.com/blog/2014/02/21/non-directional-coaching-isnt-soft/
• http://jackmalcolm.com/blog/2011/06/coaching-salespersons-mindset/
• https://www.astd.org/Publications/TD-at-Work/2008/Sales-Coaching
• http://partnersinexcellenceblog.com/?s=coaching

Brainshark Solutions: www.brainshark.com/solutions
Contact Brainshark: www.brainshark.com/contact-sales
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Training + Coaching = Greater Sales Productivity 11/16/2016

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