10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change Challenge: Rolling out a new sales...
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Transcript of 10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change Challenge: Rolling out a new sales...
10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change
Challenge: Rolling out a new sales methodology to move from push/pitch selling to consultative selling requires a complete sales force behavior change.
• How can we embed the new methodology in daily work and ensure adoption of desired behavior?
• How can we encourage top sellers to change their behavior when they are already successful?
• How do we overcome fear and other obstacles for achieving our goals?
• How do we measure success?
Ericsson
40 % of all mobile phone calls passes through our systems
100 000 employees
Global with presens in 180 countries
10 regions with a large mandate
10 Ways to Make Sure Training "Sticks" & Leads to Behavior
Change
“Way” #1:Anchoring with Top Management
Sales Methodology A phased
implementation within regionsPhase one - Awareness•Regional Mgmt meeting•Regional Pilot •Regional Executive event
Phase two - Train•SPIN Selling•Sales Opportunity Creation
Phase three - Embed•Coaching in SPIN and SOC•Reinforcement
Secure stickiness•Regional assessment
Awareness
2 month
Training
3 – 12 month
Embedment
> 12 month
1
2
3
4 Assessment
A behavior change is requiredA behavior change is required
10 Ways to Make Sure Training "Sticks" & Leads to Behavior
Change
“Way” #2:Pilots to create Buy-in
10 Ways to Make Sure Training "Sticks" & Leads to Behavior
Change
“Way” #3:Structured communication to create “buzz”
Communication
• CEO video
• CMO video
• Generic Communication Packages
• Learning collaboration tool
• Sales Methodology homepage
• CEO video
• CMO video
• Generic Communication Packages
• Learning collaboration tool
• Sales Methodology homepage
Communication
10 Ways to Make Sure Training "Sticks" & Leads to Behavior
Change
“Way” #4:Integrate method into existing “Ways of
working” and sales tools
Sales Methodology vs Sales Process
Lead generation
Method
– How?
Process Mandatory Activities
– What? BBTSUpsideReviewKIA
Qualify Sales Opportunity
Create Proposal
Close DealContract
HandshakeContract Mgmt
Value Creation /Create Opportunity
SDP1 SDP2 SDP3
Sales Methodology Effectiveness
Efficiency Sales Process
10 Ways to Make Sure Training "Sticks" & Leads to Behavior
Change
“Way” #5:Coaching is KEY
PRODUCTIVITY IMPACT OF TRAINING COMBINED WITH COACHING
Combining training with coachingimproves returns fourfold relative totraining alone
22%
88%
Trainingalone
Training andcoaching
Source: Sales Executive Council research
STAR MANAGERS AND THEIR TEAMS
Star managers make up roughlythe 20% of sales managerswhose teams overachieves on aconsistent basis. One of the starmanagers’ main qualities is thatthey place greater emphasison coaching and mentoringtheir reports.
Source: Sales Executive Council research
10 Ways to Make Sure Training "Sticks" & Leads to Behavior
Change
“Way” #6:Assessments
ASSESSMENTS
Self assessment
Virtual assessment of behavior
10 Ways to Make Sure Training "Sticks" & Leads to Behavior
Change
“Way” #7:KPI´s and measurements connected to
incentives
Line-of-sight SPIN and SOC – measurables (KPI’s)
LearningSolution
BusinessObjective A
OperationalObjective
1Job
PerformanceObjective
1Learning
Objective
• The Sales Methodology approach is aligned with our Sales & Marketing tools and processes
• Decreased cost of sales measured by OPEX/NS
• Increased hit rate per region
• Shorter sales cycle
• Increased Customer Loyalty (Result of “Thinking of the future” in CSR)
• GROWTH in share of pocket
• Increased top and bottom line
• Be regarded as Value provider (Result of “Business Partner” in CSR)
• Be able to use the SPIN skills. Measured in assessments and ability to prepare the Call plan and the Key Player Map .
• Able to complete the “Sales Opportunity Creation One pager”
• Increased hit rate for account
•Be able to identify competitive differentiators and using them efficiently (registered in the SOC One pager)
•Number of participants per target audience and region
• Evaluation score not lower than 4.8 (of 6)
Level 4’Organizational Results’
Level 3’Indiv Perf’
Level 2’Learning’
Level 1’Satisfaction’
Included in level 1 evaluation
© Ericsson AB 2009 | Ericsson Internal | X (X) | Date
COMPETITION
Local winners
Regional winners
Sales Summit – Final winner
10 Ways to Make Sure Training "Sticks" & Leads to Behavior
Change
“Way” #8:Structured implementation
The complete package•CEO video
•Head of Sales & Marketing video
•Communication Packages
•Ericsson Academy ericoll site
•Sales Methodology homepage
•CEO video
•Head of Sales & Marketing video
•Communication Packages
•Ericsson Academy ericoll site
•Sales Methodology homepage
Sales staffSales staff
Communication
•Sales process integration
•MS dynamics integration
•BU Key deals coaching
•Coach-the-coach
•Playbook
•Sales process integration
•MS dynamics integration
•BU Key deals coaching
•Coach-the-coach
•Playbook
Assessment
Behavior change
measurement
ACRACR
Manage the opportunityManage the opportunity
Coach your sales teamCoach your sales team
A
B
C
SPINSPIN
Sales Opportunity Creation
Sales Opportunity Creation
CoachingCoaching
Key enablers
Handle the sales callHandle the sales call
Continued focus on embedmentContinued focus on embedment
10 Ways to Make Sure Training "Sticks" & Leads to Behavior
Change
“Way” #9:
10 Ways to Make Sure Training "Sticks" & Leads to Behavior
Change
“Way” #10: