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Modern Sales Coaching in 2018:
Goodbye Fluff, Hello Processes
SALES HACKER
WEBINAR
@saleshacker
Hosted by:
JASON JORDAN
Partner
Vantage Point
GAETANO DINARDI
VP of Marketing
Sales Hacker
© Vantage Point Performance, Inc.
2 Key Levers of Sales Performance
© Vantage Point Performance, Inc.
BROKEN!
© Vantage Point Performance, Inc.
Vantage Point’s Unique Value
Sales
MANAGEMENT
Training
Research-Based
Best Practices
© Vantage Point Performance, Inc.
Focus on
Execution
A ‘New’ Source
of ROI
30% Revenue
20% Reps at Quota
15% Pipeline
20% Win Rate
Vantage Point’s Unique Value
© Vantage Point Performance, Inc.
© Vantage Point Performance, Inc.
Since the 1800’s…
The
National
Cash
Register
Company
© Vantage Point Performance, Inc.
Everyone Wants It
1. Coaching
2. Setting standards
and goals
3. Recruiting and
selection
1. Business Planning
2. Coaching
3. Setting the right
measures 1. Coaching
2. Strategic Planning
3. Performance
Management
© Vantage Point Performance, Inc.
And Companies Invest in It… Heavily
124 Sales Managers
401 Courses on Coaching
> 5,000 Hours
© Vantage Point Performance, Inc.
Survey Says?!
Hours per Month Sales Managers
<3 7%
3-5 55%
>5 38%
© Vantage Point Performance, Inc.
Survey Says?!
Hours per Month Sales Managers
<3 7%
3-5 55%
>5 38%
Sales Reps
56% + 49%
32% - 23%
12% - 26%
© Vantage Point Performance, Inc.
Even Worse
25% Win Rate
“It was very frustrating. We knew what we were doing
wasn’t working, but we didn’t know how to fix it.”
© Vantage Point Performance, Inc.
One Issue: Definition
I’m coaching
you right now This doesn’t feel
like coaching
Trust me,
this is coaching
© Vantage Point Performance, Inc.
Another Issue: Generic Models
G oal
R eality
O ptions
Way Forward
G oal
A ssessment
I deas
N ext Steps
S upport
© Vantage Point Performance, Inc.
Yet Another: Bad Assumptions
Yep, THAT’s where I
coach…
out there…
during ride-alongs…
every 8 weeks…
© Vantage Point Performance, Inc.
We Need Sales Coaching That…
• Is clearly defined
• Is linked to seller activity
• Improves performance today
• Happens where and when it’s needed
© Vantage Point Performance, Inc.
© Vantage Point Performance, Inc.
Since the 1900’s…
© Vantage Point Performance, Inc.
The Golden Age of Reporting
© Vantage Point Performance, Inc.
It’s Created A Culture of Inspection
© Vantage Point Performance, Inc.
... And Compliance and Anxiety
Pipeline!Quota!
© Vantage Point Performance, Inc.
But Coaching?
© Vantage Point Performance, Inc.
To Do the Impossible…
COACHING CRM
© Vantage Point Performance, Inc.
The Accidental Matchmaker
© Vantage Point Performance, Inc.
Revenue
Customer Satisfaction
Market Share
Pipeline SizeVolume
Ramp-Up Time
IT InvestmentCoaching
Account Plan Completion
Tool Usage
Segment of Customer
Call Volume
Up/Cross-Selling
Number of AccountsTime Allocation
Quota Achievement
Share-of-Wallet
Process Usage
Skill Level
Territory Coverage
New/Existing CustomersCall Outcomes
Customer Retention
Deal Size
Prospect Type
New/Existing Product
Starting from Scratch... 306 Pieces of Chaos
© Vantage Point Performance, Inc.
Our Eventual Metrics Framework
Salesperson and manager activities
that can be proactively managed
Objectives that require ‘consent’
but can be influenced
Organizational outcomes that can
not be ‘managed’ whatsoever
© Vantage Point Performance, Inc.
Aha Moment: We Can Only Manage Activities!
Salesperson and manager activities
that can be proactively managed
Objectives that require ‘consent’
but can be influenced
Organizational outcomes that can
not be ‘managed’ whatsoever
© Vantage Point Performance, Inc.
Sales Activities
What We Learned about Sales Activities
Plan Calls Qualify Deals Service Customers
Prioritize Prospects Strategize Deals
Call Customers Allocate Time Complete Account Plans
Make Calls Mine TerritoriesAcquire / Grow
Accounts
Pursue Opportunities
© Vantage Point Performance, Inc.
The 4 Sales Processes
Territory Management
Allocate effort efficiently across different
types of customers and prospects
Account Management
Maximize the long-term value
of a single customer
Call Management
Improve individual customer
interactions
Opportunity Management
Strategically navigate and win
complex, multi-call sales cycles
© Vantage Point Performance, Inc.
THESE Are What You Measure & Coach
Making
Calls
Mining
Territories
Growing
Accounts
Pursuing
Opportunities
© Vantage Point Performance, Inc.
Different Processes Require Different Coaching
Making
Calls
Mining
Territories
Growing
Accounts
Pursuing
Opportunities
© Vantage Point Performance, Inc.
How Sales Coaching Varies
• Sales Process
• Target Outcomes
• Nature of Interaction
• Frequency
• Metrics
• Tools
• Others…
© Vantage Point Performance, Inc.
Sample Metrics
• % call plan completion
• % calls advancing
Nature of Coaching
• Tactical
• Interpersonal
Common Tools
• Call plans
• Coaching guides
Common Coaching Rhythm
• As-needed
– High-risk calls
– Prospecting calls
Coaching Call Management
© Vantage Point Performance, Inc.
Sample Metrics
• # of opportunity plans
completed
• Sales cycle length
• Win rates
Nature of Coaching
• Strategic
• Contextual
Common Tools
• Opportunity plans
• Coaching guides
• Pipeline reports
Common Coaching Rhythm
• Opportunity-driven
• 1-4 times per month
Coaching Opportunity Management
© Vantage Point Performance, Inc.
Sample Metrics
• % account plans completed
• Account KPIs
• Share of wallet
Nature of Coaching
• Strategic
• Project management
Common Tools
• Account plans
• ‘Business plans’
Common Coaching Rhythm
• Annually (bad, bad, bad)
• Quarterly
• Monthly
Coaching Account Management
© Vantage Point Performance, Inc.
Coaching Territory Management
Sample Metrics
• # of sales calls made
• % of targets contacted
• Territory growth
Nature of Coaching
• Analytic
• Tactical
Common Tools
• Segmented and prioritized
customer lists
• Call patterns
• Territory mapping software
Common Coaching Rhythm
• Periodic analysis and
prioritization
• Constant execution
© Vantage Point Performance, Inc.
Quick Case Study
56% ZERO Coaching 25% Win Rate
© Vantage Point Performance, Inc.
Step 1: Establish the Goal
Improve Win Rates!
© Vantage Point Performance, Inc.
Step 2: ID the Key Processes
Territory Management
Account Management Call Management
Opportunity Management
© Vantage Point Performance, Inc.
Step 3: Define the Coaching Conversation
© Vantage Point Performance, Inc.
Step 4: Support It with Data
Avery Johnson
© Vantage Point Performance, Inc.
The Impact of Deliberate Coaching
91% Coached56% ZERO Coaching
© Vantage Point Performance, Inc.
The Impact of ‘Applied’ Coaching
25%
37%
54%
0%
20%
40%
60%
6 Months Prior 6 Months Post 18 Months Post
Win Rates
Q&A
JASON JORDAN
@JasonRJordan
JJordan@VantagePointPerformance.com
GAETANO DINARDI
VP of Marketing
Sales Hacker
marketing@saleshacker.co
m
@saleshacke
r

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Modern Sales Coaching in 2018: Goodbye Fluff, Hello Processes

  • 1. Modern Sales Coaching in 2018: Goodbye Fluff, Hello Processes SALES HACKER WEBINAR @saleshacker
  • 2. Hosted by: JASON JORDAN Partner Vantage Point GAETANO DINARDI VP of Marketing Sales Hacker
  • 3. © Vantage Point Performance, Inc. 2 Key Levers of Sales Performance
  • 4. © Vantage Point Performance, Inc. BROKEN!
  • 5. © Vantage Point Performance, Inc. Vantage Point’s Unique Value Sales MANAGEMENT Training Research-Based Best Practices
  • 6. © Vantage Point Performance, Inc. Focus on Execution A ‘New’ Source of ROI 30% Revenue 20% Reps at Quota 15% Pipeline 20% Win Rate Vantage Point’s Unique Value
  • 7. © Vantage Point Performance, Inc.
  • 8. © Vantage Point Performance, Inc. Since the 1800’s… The National Cash Register Company
  • 9. © Vantage Point Performance, Inc. Everyone Wants It 1. Coaching 2. Setting standards and goals 3. Recruiting and selection 1. Business Planning 2. Coaching 3. Setting the right measures 1. Coaching 2. Strategic Planning 3. Performance Management
  • 10. © Vantage Point Performance, Inc. And Companies Invest in It… Heavily 124 Sales Managers 401 Courses on Coaching > 5,000 Hours
  • 11. © Vantage Point Performance, Inc. Survey Says?! Hours per Month Sales Managers <3 7% 3-5 55% >5 38%
  • 12. © Vantage Point Performance, Inc. Survey Says?! Hours per Month Sales Managers <3 7% 3-5 55% >5 38% Sales Reps 56% + 49% 32% - 23% 12% - 26%
  • 13. © Vantage Point Performance, Inc. Even Worse 25% Win Rate “It was very frustrating. We knew what we were doing wasn’t working, but we didn’t know how to fix it.”
  • 14. © Vantage Point Performance, Inc. One Issue: Definition I’m coaching you right now This doesn’t feel like coaching Trust me, this is coaching
  • 15. © Vantage Point Performance, Inc. Another Issue: Generic Models G oal R eality O ptions Way Forward G oal A ssessment I deas N ext Steps S upport
  • 16. © Vantage Point Performance, Inc. Yet Another: Bad Assumptions Yep, THAT’s where I coach… out there… during ride-alongs… every 8 weeks…
  • 17. © Vantage Point Performance, Inc. We Need Sales Coaching That… • Is clearly defined • Is linked to seller activity • Improves performance today • Happens where and when it’s needed
  • 18. © Vantage Point Performance, Inc.
  • 19. © Vantage Point Performance, Inc. Since the 1900’s…
  • 20. © Vantage Point Performance, Inc. The Golden Age of Reporting
  • 21. © Vantage Point Performance, Inc. It’s Created A Culture of Inspection
  • 22. © Vantage Point Performance, Inc. ... And Compliance and Anxiety Pipeline!Quota!
  • 23. © Vantage Point Performance, Inc. But Coaching?
  • 24. © Vantage Point Performance, Inc. To Do the Impossible… COACHING CRM
  • 25. © Vantage Point Performance, Inc. The Accidental Matchmaker
  • 26. © Vantage Point Performance, Inc. Revenue Customer Satisfaction Market Share Pipeline SizeVolume Ramp-Up Time IT InvestmentCoaching Account Plan Completion Tool Usage Segment of Customer Call Volume Up/Cross-Selling Number of AccountsTime Allocation Quota Achievement Share-of-Wallet Process Usage Skill Level Territory Coverage New/Existing CustomersCall Outcomes Customer Retention Deal Size Prospect Type New/Existing Product Starting from Scratch... 306 Pieces of Chaos
  • 27. © Vantage Point Performance, Inc. Our Eventual Metrics Framework Salesperson and manager activities that can be proactively managed Objectives that require ‘consent’ but can be influenced Organizational outcomes that can not be ‘managed’ whatsoever
  • 28. © Vantage Point Performance, Inc. Aha Moment: We Can Only Manage Activities! Salesperson and manager activities that can be proactively managed Objectives that require ‘consent’ but can be influenced Organizational outcomes that can not be ‘managed’ whatsoever
  • 29. © Vantage Point Performance, Inc. Sales Activities What We Learned about Sales Activities Plan Calls Qualify Deals Service Customers Prioritize Prospects Strategize Deals Call Customers Allocate Time Complete Account Plans Make Calls Mine TerritoriesAcquire / Grow Accounts Pursue Opportunities
  • 30. © Vantage Point Performance, Inc. The 4 Sales Processes Territory Management Allocate effort efficiently across different types of customers and prospects Account Management Maximize the long-term value of a single customer Call Management Improve individual customer interactions Opportunity Management Strategically navigate and win complex, multi-call sales cycles
  • 31. © Vantage Point Performance, Inc. THESE Are What You Measure & Coach Making Calls Mining Territories Growing Accounts Pursuing Opportunities
  • 32. © Vantage Point Performance, Inc. Different Processes Require Different Coaching Making Calls Mining Territories Growing Accounts Pursuing Opportunities
  • 33. © Vantage Point Performance, Inc. How Sales Coaching Varies • Sales Process • Target Outcomes • Nature of Interaction • Frequency • Metrics • Tools • Others…
  • 34. © Vantage Point Performance, Inc. Sample Metrics • % call plan completion • % calls advancing Nature of Coaching • Tactical • Interpersonal Common Tools • Call plans • Coaching guides Common Coaching Rhythm • As-needed – High-risk calls – Prospecting calls Coaching Call Management
  • 35. © Vantage Point Performance, Inc. Sample Metrics • # of opportunity plans completed • Sales cycle length • Win rates Nature of Coaching • Strategic • Contextual Common Tools • Opportunity plans • Coaching guides • Pipeline reports Common Coaching Rhythm • Opportunity-driven • 1-4 times per month Coaching Opportunity Management
  • 36. © Vantage Point Performance, Inc. Sample Metrics • % account plans completed • Account KPIs • Share of wallet Nature of Coaching • Strategic • Project management Common Tools • Account plans • ‘Business plans’ Common Coaching Rhythm • Annually (bad, bad, bad) • Quarterly • Monthly Coaching Account Management
  • 37. © Vantage Point Performance, Inc. Coaching Territory Management Sample Metrics • # of sales calls made • % of targets contacted • Territory growth Nature of Coaching • Analytic • Tactical Common Tools • Segmented and prioritized customer lists • Call patterns • Territory mapping software Common Coaching Rhythm • Periodic analysis and prioritization • Constant execution
  • 38. © Vantage Point Performance, Inc. Quick Case Study 56% ZERO Coaching 25% Win Rate
  • 39. © Vantage Point Performance, Inc. Step 1: Establish the Goal Improve Win Rates!
  • 40. © Vantage Point Performance, Inc. Step 2: ID the Key Processes Territory Management Account Management Call Management Opportunity Management
  • 41. © Vantage Point Performance, Inc. Step 3: Define the Coaching Conversation
  • 42. © Vantage Point Performance, Inc. Step 4: Support It with Data Avery Johnson
  • 43. © Vantage Point Performance, Inc. The Impact of Deliberate Coaching 91% Coached56% ZERO Coaching
  • 44. © Vantage Point Performance, Inc. The Impact of ‘Applied’ Coaching 25% 37% 54% 0% 20% 40% 60% 6 Months Prior 6 Months Post 18 Months Post Win Rates