Enabling, Empowering and Retaining Sales Professionals In...

© Copyright 2016, A Division of Miller Heiman Group

Enabling, Empowering and Retaining Sales Professionals

In A Digital World@tamaraschenk | research director | October 12, 2018 | Sofia


Educating sellers begins with

understanding buyers


Agenda

Tamara Schenk

Research Director

CSO Insights, The Research Division of

Miller Heiman Group

Twitter: @tamaraschenk

LinkedIn: http://www.linkedin.com/in/tamaraschenk

Email: [email protected]

1. Buyers: Modern buyers are changing

faster than salespeople

2. Sellers: Enabling sales professionals has

never been more challenging

3. Sales Enablement: An emerging

discipline and the role of digital learning

4. Critical success factors and Takeaways

http://www.linkedin.com/in/tamaraschenk

mailto:[email protected]


Buyers are changing faster than sellers

• Age of the customer, digital

transformation

• Ever-changing buyer behaviours

• MORE people (6.4 buyers), MORE

processes and MORE “politics“

• Exploding product portfolios

• Available selling time only 30%

HOW to sell has changed -> New skills, knowledge, methods to be learned

© Copyright 2016, A Division of Miller Heiman Group© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.

Buyers do a lot on their own

wait until they have

identified their solutions

70.2% wait until after they have fully defined needs

44.2%

only lock

down the details20.2%

Customer’s Path

Source:

2018 CSO Insights Buyer Preferences Study

© Copyright 2016, A Division of Miller Heiman Group© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED. 6

90%Buyers are willing to engage sellers

earlier, if the buying scenario is:

New to them

Complex

Risky for the

organisation

Risky for

them

At least one of these

criteria can be applied to

almost every opportunity

However, they are willing to engage sellers earlier

Source:



The reason why they don’t do it more often…

Source:


43.0%

35.4%

33.6%

23.0%

#1

#2

#3

#9

Experts from their

industry or third parties

Vendor website

Events, conferences

Salespeople

Salespeople are seen as

salespeople...

NOT as problem solvers!


Buyers’ preferences are not surprising

Understand my

business and role

Excellent

Communications

Focus

on post-sale

Preparation is

mandatory

Communication skills

matter

Developing the

established

relationships

1 2 3

Source:


Provide insights

and expertise

The hard part:

Perspective

4


Agenda

1. Buyers: Modern buyers are changing faster than salespeople

2. Sellers: Enabling sales professionals has never been more

challenging

3. Sales Enablement: An emerging discipline and the role of

digital learning



Everyone wants to help sales…. a salesperson’s reality

New skills training (social selling)

New product training

New process training (new CRM)

New methodology training

New sales content has been launched

New playbook to be used

New value messaging training

New industry content

New training (business acumen)

New proposal templates to be used...

What would you do?

Salespeople often switch off the noise!


The challenge

Engaging, equipping and empowering SALESPEOPLE

in the DIGITAL AGE to ensure

they are RELEVANT, VALUABLE, and DIFFERENTIATING

in every BUYER INTERACTION

has never been more CHALLENGING!


Current confusion on “sales enablement”

“It’s just another word for L&D“

“It’s all about sales content and

technology“

“Isn’t this just sales operations“

“It’s more sales readiness, or field

readiness“

“It’s just about sales effectiveness“


Sales enablement is different

Enablement cannot be put IN a box like

any other function!

• It is different!

• It is always cross-functional

• It orchestrates ALL enablement efforts

across all “boxes“

• Along the customer’s path!


Agenda



challenging


digital learning



Clarity step 1: Defining enablement

Sales Force Enablement — A strategic, collaborative discipline

designed to increase predictable sales results

by providing consistent, scalable enablement services

that allow customer-facing professionals and their managers

to add value in every customer interaction.

Source:

2017 CSO Insights Sales Enablement Optimization Study

Digital

Learning


Sales enablement: a fast growing discipline

• Young discipline

• Many new people

involved in a short

amount of time

The need for

clarity has never

been greater!

Source:



Implementing enablement: Polishing a rough diamond

Imagine enablement as a rough diamond.

A rough diamond has to be cut and polished to shine ...

... and that requires a strategy!Source: Oriana Jewels


Clarity step 2: The enablement clarity model

• Helps you to cut and

polish all enablement

facets based on YOUR

context!

• Allows you to create a

strategic enablement

discipline


Enablement services overview

Top Enablement Services for

Salespeople:

1. Sales training

2. Sales tools

3. Sales process improvements

4. Sales Content

5. Coaching

6. CRM/Enablement technology

7. Onboarding

Top Enablement Services for

Sales Managers:

1. Sales coaching skill

development

2. Enablement analytics and

metrics

Source:



Sales training/learning defined

• Knowledge training:

Examples are e.g., product training, industry and market training. The primary

purpose is to transfer knowledge. Often used to prepare another training

• Methodology training:

Helps salespeople and managers to understand what to do and why, based on

the knowledge training. Methodology training helps them to connect the sales

process to the customer’s path

• Skills training:

Helps salespeople and managers to learn how to apply what they have learned,

e.g., messaging skills, skills to apply a process, a methodology;

communication, questioning, socal selling skills, and sales coaching skills


Training modalities: E-learning is emerging

Source:



Digital Learning / E-Learning data

“The e-learning market worldwide is

forecast to surpass 243 Billion USD by

2022.” --www.statista.com

“…the self-paced e-learning product

market … is projected to decrease to

33.5 billion USD in 2021.”--www.statista.com

“Global E-Learning Market

2017 to Boom $275.10 Billion

Value by 2022 at a CAGR of

7.5%.” – Orbis Research


A sales leaders’ experience with eLearning

Source: Byron Matthews, Tamara Schenk: “Sales Enablement: A Master Framework To Engage,

Equip, And Empower A World-Class Sales Force”

“We are a large company with over 300 sales professionals across 24 countries. The

traditional face-to-face training methods just are not fit to scale across such

an extensive organization, so we needed a more efficient and cost effective way to upskill

our sales teams.

Fortunately, we have had eLearning in place for over 10 years [… ] and have an extensive

library of programs.

We mapped our sales competencies to programs in our eLearning platform and could

identify courses, books and videos that could be used for the personal development for our

sales professionals. To address individual development, managers were required to

complete a development plan in collaboration with every team member.”

--Boris Kluck, VP Sales Operations Cable & Wireless Communications


Training quality matters, regardless

which modality was used.

If sales training exceeds expectations,

quota attainment can be improved...

• Social Selling training by 33.1%

• Onboarding by 21.3%

• Methodology/process training by 17.1%

If training needs major redesign,

you cannot even achieve average

performance!

*compared to the study’s average quota attainment of 57.7%

Source:


© Copyright 2016, A Division of Miller Heiman Group© 2018 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.

Effective onboarding is a “must have”

25

57.3%

49.3%

Meets/

Exceeds

Expectations

Improvement/

Redesign

Onboarding

average quota attainment: 53.7%

Onboarding quality matters:

• Onboarding that meets/

exceeds expectations can

improve quota attainment

by 6.7%

• Onboarding that needs

redesign increases the

voluntary turnover rate from

7.9% up to 14.2%

© 2017 MILLER HEIMAN GROUP. ALL RIGHTS RESERVED.


Agenda



challenging


digital learning



Takeaways and critical success factors

Source: Byron Matthews, Tamara Schenk: “Sales Enablement: A Master Framework To Engage,

Equip, And Empower A World-Class Sales Force”

Understand

the buyers and

the sales force

Who are our buyers? How do they buy?

What is the sales strategy? What are the main challenges? What are

the strengths? What are the demographics?

How many people are involved? How many countries/locations?

Collaborate

with the sales

force

L&D leaders: Collaborate with sales enablement to ensure a tailored

and effective learning strategy

Design the required learning assets and play with the modalities:

digital, hybrid, interactive, self-paced, etc.

Focus on the sales force’s selling challenges!

Measure success with predefined leading and lagging indicators

Don’t forget

the sales

managers

Sales coaching can impact win rates by up to 27.6%, but only 30%

leverage the potential of sales coaching

Develop sales managers to become better coaches

Strategize

Collaborate

Design

Implement

Measure

Adjust

Focus on

sales coaching


Q&A

Tamara Schenk

Research Director

CSO Insights, The Research Division of

Miller Heiman Group

Twitter: @tamaraschenk

LinkedIn: http://www.linkedin.com/in/tamaraschenk

Email: [email protected]

http://www.linkedin.com/in/tamaraschenk

mailto:[email protected]


Further information!

Download your copy here:

https://www.csoinsights.com/2017-cso-insights-sales-enablement-

optimization-report/

CSO Insights Blog:

https://www.csoinsights.com/blog/

Available May 1, 2018:

https://www.amazon.com/Sales-

Enablement-Master-Framework-

Productive/dp/1119440270

https://www.csoinsights.com/2017-cso-insights-sales-enablement-optimization-report/

https://www.csoinsights.com/blog/

https://www.amazon.com/Sales-Enablement-Master-Framework-Productive/dp/1119440270

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