Sales Onboarding SMM Webinar - Mike Kunkle/Brainshark 2016

Sales Onboarding:

Making New Reps Twice as Good

in Half the Time

Mike Kunkle, Sr. Director of Sales Enablement, Brainshark

June 7, 2016

Sales Onboarding Best Practices

Agenda:

• Selection

• Definitions

• What to Avoid

• Milestones

• Content

• Curriculum

• Execution

Results Achieved (This Onboarding Method)

Results, post implementation

• 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 new rep win-rate by 16% (6 months)

Selection

Hiring Right is the First Step of Effective Onboarding

Develop sales analytics

Align compensation

Fine-tune sales support

Hire the right reps

Train the sales management levers

What & how to train

How to coach

How to diagnose gaps

How to manage performance

Train the sales position levers

Note: these performance levers are just examples and may not be right for your organization.

Remove policy & sop barriers

CompetenciesBehaviors

TraitsSales planning

Territory management

Consultativeselling

Account selection

Technology & tool use

Pipelinemanagement

Account development

Hiring Right is the First Step of Effective Onboarding

Develop sales analytics

Align compensation

Fine-tune sales support

Hire the right reps

Train the sales management levers

What & how to train

How to coach

How to diagnose gaps

How to manage performance

Train the sales position levers

Note: these performance levers are just examples and may not be right for your organization.

Remove policy & sop barriers

CompetenciesBehaviors

TraitsSales planning

Territory management

Consultativeselling

Account selection

Technology & tool use

Pipelinemanagement

Account development

• Competency mapping

• Top-producer analysis

• Psychometric assessments

• Behavioral interviewing

• Top-grading

• Simulations

Definitions

Some Definitions“The beginning of wisdom is the

definition of terms”Socrates

• Orientation

- Introductory activities, meetings and training that introduce the employee to the company, policies, culture, local facility, and key personnel with whom they will be working

• Onboarding

- Job-related training to enable the employee for sales success

- Should occur in phases, based on performance milestones

• Start Dates: Acceptance, Employee, Orientation, and Onboarding

- The date the employee acceptance is cleared, the employee starts, the orientation starts, and the onboarding training starts

- The employee start date and orientation start should be the same, whenever possible.

Some Definitions

• Pre-start Logistics

- Things that can be done in advance of the employee start date, to ensure the employee moves as quickly as possible through the phases

• Offer-to-start Date Windows

- The time frames from offer acceptance until the employee starts, until orientation starts, and onboarding starts

- Depending on company policies, these windows provide a critical timeframe in which to complete as many pre-start logistic activities as possible

• Performance-ready Date

- The date at which the employee completes onboarding and is fully ready to perform.

“The beginning of wisdom is the

definition of terms”Socrates

Some Definitions

Our focus today will be…

Sales OnboardingJob-related training to enable the employee for sales success

While these are important, our focus today is not:

Pre-start logistics, orientation activities, non-onboarding elements

(See the Appendix for some resources for these topics and run a Lean project)

“The beginning of wisdom is the

definition of terms”Socrates

What to Avoid

What to Avoid

Biggest Challenges

• No plan

• Logistics derail learning

• Too much content…delivered too soon…

• Combining logistics, orientation & onboarding

• Uncoordinated effort

• No checkpoints, gating, or assessments

• No sustainment, transfer or coaching to mastery (ST2CM)

• And…

What to Avoid

“Go get ‘em, tiger!”

Biggest Challenges

2-Part Solution (Stop + Start)

Resolving these challenges is necessary, but not enough

Stop

Logistics

derail

No planToo much

content…

…too

quickly…

…too soon

No checkpoints or

assessmentsGo get

‘em, tiger!

No STC2M

Uncoordinated

efforts

Mashing

elements

2-Part Solution (Stop + Start)

Resolving these challenges is necessary, but not enough

Start• Content that matters

• Performance milestones

• Need-to-know, by milestone

• Chunk, sequence, layer

• Effective Learning Systems

Logistics

derail

No planToo much

content…

…too

quickly…

…too soon

No checkpoints or

assessmentsGo get

‘em, tiger!

No STC2M

Uncoordinated

efforts

Mashing

elementsStop

Performance Milestones

1 2 3

3 successive

quota months

milestone 3first month

at quota

milestone 2Metrics that Matter

perf

orm

an

ce

time

• Determine 3-5 major milestones

• Benchmark them

• Build everything around them

• Measure, report, analyze, adjust

• Focus on “need to know” for

each milestone

first sale

milestone 1

Disclaimer: This is just an example. This is one possible set of milestones for companies

where quotas occur monthly. Milestones may vary by industry, company, product, service,

sales cycle, and quota structure. You need to determine the most reasonable and effective

milestones for your company.

1 2 3

???

milestone 3???

milestone 2Metrics that Matter

perf

orm

an

ce

time

???

milestone 1

What if your sales cycle is:

• 9 months?

• 12 months?

• 18 months?

Metrics that Matter: Sales Performance

perf

orm

an

ce

time

Lag Indicators - short sales cycle -

Lead Indicators - long sales cycles -

wins / losses calls / contacts / campaigns

revenue / quota appointments set *

velocity opportunities entered

negotiated pricing / profitability presentations /proposals

sales process metrics (post-decision

conversion analysis)

sales process metrics (pre-decision

conversion rates

and more… and more…

* Could be lead or lag, depending on whether the rep is inside sales or field

Metrics that Matter: Learning Performance

perf

orm

an

ce

time

Lag Indicators Lead Indicators

courses completed courses started (on-time, late)

assessment scores (pass/fail) assessments taken (on-time, late)

assignment grades pre-work completion

role play scoring assignment completion

final certification vILT attendance for cILT prep

and more… and more…

Content

Determine which apply for your sales reps

• Industry: domain expertise | insights

• Market: problems | risks | opportunities | implications

• Customers: buyer personas | buyer’s journey

• Territory: accounts | contacts | current state | goals

• Solutions: products | services | capabilities | differentiators | value | outcomes

• Sales process: stages, tasks, exit criteria | aligned to the buying process

• Sales methodology: training and top-producer practices for lead gen | opportunity management |

account management and more

• Tools: CRM | sales enablement tools | analytics | organization | collaboration | collateral | performance

support | other systems

Training Content Buckets

Determine which apply for your sales reps

• Industry: domain expertise | insights

• Market: problems | risks | opportunities | implications

• Customers: buyer personas | buyer’s journey

• Territory: accounts | contacts | current state | goals

• Solutions: products | services | capabilities | differentiators | value | outcomes

• Sales process: stages, tasks, exit criteria | aligned to the buying process

• Sales methodology: training and top-producer practices for lead gen | opportunity management |

account management and more

• Tools: CRM | sales enablement tools | analytics | organization | collaboration | collateral | performance

support | other systems

Training content bucketsOther? What else does your sales force need?

http://www.slideshare.net/MikeKunkle/astd-ice-2014-22nd-century-selling-skills-mike-kunkle-posting

Top-Producer Analysis

• Conduct task analyses for content buckets

- What, why, how (when, where)

- Difficulty, importance, frequency

• Define sales process | sales methodology

• Identify performance levers (80/20)

• Compare top & middle – differentiators

• Build Continue | Start | Stop lists

• Build training content around replicable skills.

Training Content Buckets Top 4%

Bottom 20%

Top 4%

Rest of Top 20% (16%)

Middle 60%

Above Average

Below Average

Average

Bottom 20%

http://www.slideshare.net/MikeKunkle/using-topproducer-analysis-to-improve-sales-results-atd2016-v05102015

Curriculum

Well-known instructional design strategy – maximized for onboarding

• Chunk like topics together

• Teach in smaller chunks with reinforcement and assessments to increase retention

• Order chunks in a logical sequence that will make sense for the learner and be easier to absorb

• Layer additional related chunks or new chunks on top of already-well-learned information and skills

Involve a good instructional designer with firm “need to know” filters

http://www.slideshare.net/MikeKunkle/basic-instructional-design-principles-a-primer

Chunk | Sequence | Layer

Chunk | Sequence | Layer

everything the rep needs to knowcontent

Chunk | Sequence | Layer

everything the rep needs to knowcontent

oops! takes too long!

milestone 1

what happens when we

cram

Chunk | Sequence | Layer

everything the rep needs to knowcontent

what happens when we

cram

still not good enough

milestone 1

now chunked & sequenced

Chunk | Sequence | Layer

everything the rep needs to knowcontent

Let’s reset and try again

Chunk | Sequence | Layer

everything the rep needs to knowcontent

see the difference?

just what’s needed

to get to the

first milestone!

milestone 1need to know

Chunk | Sequence | Layer

everything the rep needs to knowcontent

now even better!

just what’s needed

to get to the

first milestone!

milestone 1need to know

chunked & sequenced!

Chunk | Sequence | Layer

need to know

chunked & sequenced!

content everything the rep needs to know

Chunk | Sequence | Layer

everything the rep needs to knowcontent

need to know

chunked & sequenced!

repeat, layering,

just what’s needed

to get to the

second milestone

need to know: chunked,

sequenced & layered

Chunk | Sequence | Layer

everything the rep needs to knowcontent

need to know

chunked & sequenced!

one more time for

the third milestone!need to know: chunked,

sequenced & layered

everything here has now been taught, at the right time

Chunk | Sequence | Layer

Example

Content milestone 1 milestone 2 milestone 3

Process • first 2 stages only + • remaining 4 stages + • account management

Tasks• account selection

• sales research+

• diagnostics/solutions

• CPQ/proposal dev+ • territory management

Method• prospecting

• leading sales meetings+

• presentations

• negotiation+

• uptiering

• referrals

CRM• log leads

• link research

• log contacts | actions

+• opportunity mgt.

• exit criteria logging+

• account analytics

• industry trends

• alerts

Solutions• free assessment tool

• general services info+ • XYZ services/solutions +

• XYZ add-ons

• full solution set for ABC

Collateral• vertical research data

• case studies+

• XYZ documentation set

• XYZ outcomes study+ • ABC documentation set

Chunk/sequence/layer by sales process & methodology

Map out the entire customer lifecycle

• Sales process = stages how a sale progresses through to a decision

• Sales methodology = what a rep does in each stage

• Map lead-gen through account management

• Only teach the process & methods needed to achieve each milestone

Teach business process and workflow

• Word processing analogy: don’t teach menus; teach how to build a document

• Simulate the real-world activities in the training, following the sales process stages

• Teach the best practice methodology in each stage

• Use as much roleplay and simulation as possible with feedback, coaching and learning/practice loops

Chunk | Sequence | Layer

https://www.linkedin.com/pulse/align-sales-performance-ecosystem-your-customer-lifecycle-mike-kunkle

https://www.linkedin.com/pulse/20140914192639-834966-how-to-build-a-blended-sales-training-curriculum

http://blog.growthplay.com/how-to-make-your-role-plays-more-effective

A word about product training

This is the same as everything else – stop over-training product

• What do reps need to know and do to get to each level?

• Chunk, sequence and layer that and teach appropriately

• With highly-complex products, plan how you will support reps (sales engineers, a buddy system, mentors,

managers, a deal desk, performance support, great collateral, etc.)

• Get off “fact training” quickly and onto product “scenario training”

Chunk | Sequence | Layer

https://www.linkedin.com/pulse/sales-leaders-stop-wasting-time-product-training-mike-kunkle

Execution

• Effective Selling System

• Effective Learning System

Execution

Effective Selling System• Ensure market and buyer persona knowledge

• Align sales process to buying process with

decision/exit criteria

• Create buyer engagement content that aligns with

decision/exit criteria

• Use sales enablement tools to manage, share, and

track content and improve sales efficiency and

effectiveness

• Use a buyer-oriented, consultative, solution-

focused, outcome-driven sales methodology

• Train reps to engage buyers in valuable business

conversations and to create real value and

differentiation, through their customer acumen,

business acumen, and solution acumen

• Use analytics to track training, content, sales

behavior, and outcomes.

Effective Learning System

Analytics

Buyer Personas

Buying Process &

Exit Criteria

Buyer Engagement

Content Creation

Sales Process &

Methodology

Sales Enablement

Technology

Market &

Business Acumen

The Framework

Effective Learning System

content

design

managers

transfer

coaching

measures

perf. mgt.

integration alignment

change

The Framework

• Most common training focus

Effective Learning System

content

design

managers

transfer

coaching

measures

perf. mgt.

integration alignment

change

The Framework

• The difference

Effective Learning System

content

design

managers

transfer

coaching

measures

perf. mgt.

integration alignment

change

The Framework (Combined)

• Powerful

• Rare

• Competitive differentiation

“Our people

are our greatest asset!”

Effective Learning System

content

design

managers

transfer

coaching

measures

perf. mgt.

integration alignment

change

The Framework (Summary)

• Ensure content matters

• Design great learning

• Engage managers

• Sustain/transfer

• Coach to mastery

• Measure for success

• Manage performance

• Lead & manage change.

Effective Learning System

https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-training

content

design

managers

transfer

coaching

measures

perf. mgt.

integration alignment

change

• Hire Right

• Stop the Insanity

• Use Top-Producer Content

• Set Performance Milestones

• Focus on Need-to-Know by Milestone- Chunk | Sequence | Layer

• Execute with Discipline- Plug into an Effective Selling System

- Supported by an Effective Learning System

Summary: Key Differentiators

Appendix

Mike is a training and organization effectiveness leader with

special expertise in sales force transformation.

• After his initial years on the frontline in sales and sales management, he

spent the next 21 years as a corporate manager or consultant, leading

departments and projects with one purpose – improve sales results.

• Today, in his role at Brainshark, Mike uses his in expertise in best-in-class

learning strategies, methods, processes, and change leadership to develop

the capabilities of sales representatives and sales managers to drive

business results.

• Mike freely shares his own sales transformation methodology, speaking at

conferences and writing online (see examples) and can be reached on

various social media sites.

About Mike

• LinkedIn

• Twitter

• SlideShare

Let’s

Connect!

Some hiring | selection methods (multiple approaches)• http://davestein.biz/2012/03/07/psychometric-testing-in-the-sales-hiring-process/

• http://www.mikekunkle.com/2011/04/18/should-you-use-psychometric-assessments-to-hire/

• http://uniformguidelines.com/testassess.pdf

• http://www.shrm.org/about/foundation/research/Documents/assessment_methods.pdf

• http://pages.uoregon.edu/sanjay/bigfive.html

• http://www.outofservice.com/bigfive/

• http://www.ddiworld.com/DDIWorld/media/white-papers/targetedselection_mg_ddi.pdf?ext=.pdf

• http://www.ddiworld.com/product-guide/selection-and-assessment/job-simulations/assessing-talent-sales-professional

• http://www.slideshare.net/salesbenchmarkindex/talent-management-the-topgrading-interview-process

• https://topgrading.com/products/topgrading-for-sales/

• http://chally.com/by-functional-area/sales-force-expertise/

• http://www.sibson.com/publications/perspectives/Volume_21_Issue_2/sales-competencies.html

• https://www.luminalearning.com/luminaproducts/sales/en-us

• http://www.profilesinternational.com/employee-assessment-products-overview/profiles-sales-assessment/

• https://www.brooksgroup.com/sales-hiring-assessments/hiring-assessments-depth/

• http://ceb.shl.com/us/solutions/talent-acquisition/volume-recruiting/

• http://www.selfmgmt.com/en/products/selection/sales_recruiting_and_selection/salespro.aspx

• http://www.salesmomentum.com/products-view/sales-simulation/

• http://processspecialist.com/talent-assessment.htm

Appendix

New employee orientation• http://www.shrm.org/about/foundation/products/documents/onboarding%20epg-%20final.pdf

• http://humanresources.about.com/od/retention/a/keepnewemployee.htm

• https://www.td.org/Education/Programs/New-Employee-Onboarding

• https://www.td.org/Publications/Books/New-Employee-Orientation-Training

• https://www.td.org/Publications/Magazines/TD/TD-Archive/2012/09/New-Hire-Onboarding-Common-Mistakes-to-Avoid

• http://opensiuc.lib.siu.edu/cgi/viewcontent.cgi?article=1081&context=ojwed

• http://v1.aberdeen.com/launch/report/benchmark/8383-RA-strategic-onboarding-talent.asp

• http://v1.aberdeen.com/launch/report/research_report/9865-RR-twentyfirst-century-onboarding.asp

• http://www.skilldirector.com/sdle.html (for competency assessments with custom learning plans)

Appendix

Measurement: lead and lag indicators• http://kpilibrary.com/topics/lagging-and-leading-indicators

• http://www.slideshare.net/ianjseath/understanding-lead-and-lag-indicators

• http://blogs.salesforce.com/company/2012/11/the-power-of-key-performance-indicators.html

• http://www.insightsquared.com/2013/06/leading-vs-lagging-sales-performance-analytics/

• https://www.richardson.com/PageFiles/3300/verifiable_outcomes_download.html

Supporting sales onboarding• https://www.brainshark.com/solutions/train

• https://www.brainshark.com/solutions/coach

• http://www.qstream.com/

• http://www.execvision.io/

• http://www.salesbenchmarkindex.com/onboarding-new-sales-reps

• http://www.silkroad.com/hr-solutions/talent-acquisition/silkroad-onboarding/

• http://www.successfactors.com/en_us/solutions/talent/onboarding.html

Effective Learning Systems: support and learning enablement • http://bit.ly/MKLI-StopSalesTraining

• http://bit.ly/SalesLearningSystems

• http://bit.ly/RedesigningSalesTraining

• https://www.linkedin.com/pulse/align-sales-performance-ecosystem-your-customer-lifecycle-mike-kunkle

• https://www.linkedin.com/pulse/20140914192639-834966-how-to-build-a-blended-sales-training-curriculum

• http://qstream.com/

• https://www.brainshark.com/help-and-training/certification-programs/brainshark-for-coaching

• https://www.execvision.io/

• http://www.etu.ie/

• https://www.trainingcloud.com/how-it-works

Appendix

General sales onboarding• http://appnetic.com/6-must-read-articles-sales-rep-onboarding-pitfalls-solutions/

• http://blog.bridgegroupinc.com/inside-sales-onboarding

• http://www.tableau.com/learn/webinars/new-hire-sales-onboarding-and-enablement-best-practices

• http://www.peaksalesrecruiting.com/six-onboarding-tools-to-train-new-sales-hires/

• http://salesmanagement.org/webcasts/single-article/research-update-on-sales-onboarding-practices

• http://salesmanagement.org/search-results/webcast?search=onboarding

• http://www.salesbenchmarkindex.com/4-step-fast-ramp-guide-sbi

• http://www.slideshare.net/GPStrategies/challengesandopportunitiesinsalesnewhireonboardingtraining.

Appendix

To learn more about our

sales enablement solutions

visit Brainshark at

www.brainshark.com

Train | Coach | Engage

Thank you!