Stop the Sales Insanity - EdCast · PDF fileStop the Sales Insanity: How 5 Simple Stages Can Radically ... Simulations, Virtual Coaching Tools Just because they know and remember,

Stop the Sales Insanity:How 5 Simple Stages Can Radically Transform Your Sales Force

Mike Kunkle

Founder & Sales Transformation ArchitectTransforming Sales Results, LLC

Philip Levinson

Vice President, Product MarketingEdCast

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Phil is…VP of Product Marketing at EdCast, working closely with customers that include GE, HPE, Dell EMC, Accenture, Salesforce and others. He is also a Contributing Columnist at Business Insider, with recent articles on enterprise sales, enterprise marketing, customer success and HR.

Phil previously served as VP of Sales for WaterSmart Software and was the first Advisory Board member of eBay.

[email protected]

Philip LevinsonVP of Product Marketing

How 5 Stages Can Transform Your Sales Force 2

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Mike is a respected sales transformation strategist and sales training/sales enablement expert. He’s spent 22 years as a corporate leader or consultant, helping companies drive dramatic revenue growth through best-in-class learning strategies and his proven-effective sales transformation methodologies. Today, Mike is leading TransformingSales Results, LLC, writing, speaking, leading webinars, designing sales learning systems, and guiding clients through all aspects of their sales transformation.

TransformingSalesResults.commike.kunkle@transformingsalesresults.com

[email protected]

Mike KunkleSales Transformation Strategist


Our Plan for Today

• Common traps that prevent companies from improving sales results

• The Sales Learning System• The 5 Stages of Sales Behavior

Change• How EdCast supports sales

performance improvement• How to design a sales readiness tech

stack.

4How 5 Stages Can Transform Your Sales Force 4

Common Sales Improvement Traps

Common Sales Improvement Traps

• Thinking that investments in tools / technology yield more than investments in people

• Too many initiatives that produce too little return (no focus)• “Faster, harder, longer” instead of a systems approach• “Flavor of the month” initiatives (no follow-through)• Too little frontline sales manager involvement• Training without a behavior-change plan• Training content that won’t work, if used.


Sales Learning System5 Stages of Behavior Change

Sales Learning System

• Ensure content matters• Design great learning• Engage managers• Sustain knowledge/transfer skills• Coach to mastery• Measure for success• Manage performance• Lead & manage change

http://bit.ly/4SalesSystems-SalesLearning


































The 5 Stages of Sales Behavior ChangeStage 1:

Knowledge Acquisition

Acquire the knowledge behind the skill with examples, and with

assessments/tests to validate learning

occurred.

eLearning, Classroom Instruction (FTF or

Virtual), Assessments,

Learn something new.

Stage 2: Knowledge

Sustainment

Sustain the knowledge; reverse the “forgetting

curve.”

Q&A, Check-Ins, Assessments Learning

Reinforcement Systems

Don’t forget it. Just because they

learned something, doesn’t mean

they’ll retain it.

Stage 3:Skill

Development

Develop and practice skills. Convert knowledge into

behavior.

Flipped Classrooms, Role Playing, Live Simulations, Virtual

Coaching Tools

Just because they know and

remember, doesn’t mean they can do

it.

Stage 4:Skill

Transfer

Apply the newly-acquired and practiced skills in the workplace.

Mentoring and Preparation to Use Skills, Forms/Job Aids/Performance

Support

Just because they can do it, doesn’t mean they will.

(Skill/Will Matrix)

Stage 5:Skill

Mastery

Guide and coach reps to skill mastery and

performance outcomes, over time.

Sales Analytics, Field Training and Coaching, Coaching Forms and

Tools

Just because they tried it, doesn’t mean they did it

well or will continue to do it.

STAGE:

WHAT:

HOW:

WHY:


Sales Learning System: Going Beyond the 5 Stages

• Ensure content matters• Design great learning • Engage managers • Sustain knowledge/transfer skills• Coach to mastery • Measure for success• Manage performance• Lead & manage change


• Stage 1• Stage 1• Stages 1-5• Stages 2-4• Stage 5

• Measure for success• Manage performance• Lead & manage change

Cementing into Culture


Results You Can Achieve

Better Sales Behaviors = Better Sales Results


• 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 win-rate by 16% (6 months)• Increased quota attainment by 36% YOY (12 months).

How EdCast SupportsSales Performance Improvement

RAMP TO REVENUE SALES CYCLE ACCELERATION

INCREASE REVENUE/CUSTOMER

COACHGUIDEME: IN-APP TRAINING

KPIs

SALESU CAPABILITIES

SALESU HELPS SALES TEAMS TO RAMP FAST, CLOSE FASTER

INSIGHTS: CONTEXTUAL INFO

CRM GuideMe Coach Insights Close Deals & Grow Accounts

1 2 3

Interactive walkthroughs of customized versions of key sales services

(e.g., Salesforce,

Apttus, Steelbrick)

Get daily feed of relevant

internal/external content to enhance

conversations with prospects/ opportunities

Video coaching & role-play via mentors and AI to perfect pitch

and demo (amidst

changing circumstances)

SALES EFFICIENCY STACK FOR THE BUYER JOURNEY

In-app product training:

● Sales Tools (Salesforce, Apttus, Steelbrick)

● Your company products (for SaaS/Software companies)

● Create in any format (In-line GIF, video, PPT, PDF or GIF)

● Post anywhere (In-line, inside Salesforce app, Slack, Yammer, SAP Jam, email)

GUIDEME: IN-APP TRAINING GuideMe

1

COACH

Role-play & Screencast on mobile or desktop for perfecting pitch & demo● 100% private with

AI-based or Coaching/Mentor feedback

● Coaching from experts

● View all-star demos● Video livestreaming

Coach2

Inline Insights at Opportunity level

Curated Channels

Diverse Data Sources

● Internal (Box, G Drive, Sharepoint)

● External (WSJ, Bloomberg, Lynda.com, HBR, CB Insights)

INSIGHTS: CONTEXTUAL INFO [demo]Insights

3

Go to SalesU.io and start your free trial.

Thank you.

Contact: [email protected]

EDCAST’S SALESU

Designing a Sales Readiness Tech Stack

Sales Readiness ensures sales reps and managers are prepared with the competencies and resources needed to engage with potential buyers and current customers, uncover opportunities, and manage those opportunities to a successful conclusion. That outcome is achieved through training, knowledge sustainment, skills transfer, coaching to mastery, the strategic use of content, and sound sales management practices.

for Training for Coaching

Train | Assess | Track Validate | Coach Transfer Support

Sustain | Guide

Inside Sales“Game Film”

Field Sales“Game Film”

Sales Asset Mgt. & Buyer Engagement

1 3

2

4

5a

5b

EPSS / Workflow Performance Support

for Transfer

Example Sales Readiness Tech Stack

Manager Toolkits

Sales Playbooks

START

Training Content / Sales Methodology

Digital Transformation / IoT Expertise

6

7

• What was your biggest take-away from today’s session?• What will you try first or do next?

Take-Away | Next Steps

30

Please reply in the Chat / Q&A

section!

Questions

31

Appendix

Stop the Sales Insanity:How 5 Simple Stages Can Radically

Transform Your Sales Force

Appendix: Reading on Mike’s Four Sales Systems• Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview• Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection• Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport• Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning• Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement


Appendix: Thought Leadership from EdCast


• Why Your Sales Ramping is Way Too Slow and How to Accelerate It

https://www.edcast.com/corp/webinar-sales-ramping-way-slow/

• Does your Company Have a Content Discovery Problem?

https://www.edcast.com/corp/does-your-company-have-a-content-discovery-problem/

• 4 Ways Knowledge Networks Minimize Future Risks for Organizations

https://www.edcast.com/corp/4-ways-knowledge-networks-minimize-future-risks-organization/

• Why Content Fails: Designing the Learner’s Experience

http://webinars.futureworkplace.com/webinar/2384

• Solving the Content Discovery Problem https://www.edcast.com/corp/webinar-solving-the-content-discovery-problem/

For more information:Contact Mike / TSR:

THANKS for your time and attention!

www.linkedin.com/in/mikekunklewww.mikekunkle.com/connect www.TransformingSalesResults.com

www.linkedin.com/in/plevinsonwww.twitter.com/[email protected]

Contact Phil / EdCast:

Stop the Sales Insanity - EdCast · PDF fileStop the Sales Insanity: How 5 Simple Stages Can Radically ... Simulations, Virtual Coaching Tools Just because they know and remember,

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