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Traditional Sales Training Just Doesn’t Work—So What’s the Answer?

Traditional Sales Training Just Doesn’t Work—So What’s the Answer?. August 21, 2007 Presented by Jim Messina Vice President of Sales Maritz Learning. The Landscape Has Changed. Intense Competition More Sophisticated, Knowledgeable and Demanding Customers

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Traditional Sales Training Just Doesn’t Work—So What’s the Answer?

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  1. Traditional Sales Training Just Doesn’t Work—So What’s the Answer? August 21, 2007 Presented by Jim Messina Vice President of Sales Maritz Learning

  2. The Landscape Has Changed • Intense Competition • More Sophisticated, Knowledgeable and Demanding Customers • Shifting Strategy to Customer Acquisition • Shifting Strategy to Profitability vs Revenue Growth • Commoditization and Shrinking Markets • Sales Rep and Sales Manager’s Roles are More Complex Who Will Win?

  3. Satisfied 30% Not Satisfied 70% Not Good Enough Why Are 70% of Sales Executives Not Satisfied? • Sales Reps Lack critical skills to Find and Win new customers • Sales Managers are weak at Strategizing, Coaching and Motivating their sales reps

  4. Training Is An Obvious Answer, But…

  5. Traditional training doesn’t work.

  6. A Focus On Producing Results Desired Result Loss of Knowledge andSkill Retention Resistant to Change ActualResult Training Event Behavior Change

  7. Over 60% of knowledge acquired is forgottenafter 24hours. Only 20% of knowledge acquired is retainedafter 1 month. Traditional Training is Inefficient

  8. Change is Pain

  9. Improving Knowledge Acquisition Results Observable • Set Clear Goals and Expectations • Train To Individual Need • Involve Multiple Senses To Address Learning Style Differences • Participative and Facilitating Insights vs One Way • Training In Context • Follow-Up Reinforcement • Measure RESULTS The Outcomes Behaviors Our Habits BEHAVIORS What We Feel EMOTIONS Emotions Invisible What We Think THINKING Thinking

  10. Improving Knowledge Retention Change is PainProvokes sensations of psychological discomfort. Focus Shapes PerspectiveThe act of paying attention creates chemical and physical changes in the brain. Individual Problem SolvingAsking tough questions that allow people to generate their own insights is more powerful. Repeated, Purposeful Attention Focusing on specific ideas, closely enough, often enough and for a long enough time changes behavior.

  11. Maximizing Knowledge Retention Certification Active Reminder Active Reminder 100% That means for every $1 spent on training, $.87 is wasted! 13% Retention of Content if No Reinforcements LearningEvent Day 30

  12. Maritz Sales Advantage Technology-enabled Reinforcement CampaignRe-engage the salesperson in the training content over time to make new behaviors routine Coach to Transform the CultureReinforce training and empower individuals to solve their own performance problems Certify Capacity and CapabilityMeasure knowledge retention and demonstration of skills to use as gauge of future effectiveness Communities Raise the BarPeer to peer learning provided immediate credibility and rationale to change behavior

  13. Technology Enabled Reinforcement Campaign

  14. 24 Hours After The Class … … I receive: • Reminder of main points • Request to respond • Select area of focus • Create action plan • Link to resources

  15. 24 Hours After The Class … … my Manager receives: • Summary of main points • Notice that I am selecting an area of focus • Reminder for me to create action plan • Coaching tips

  16. 7 Days After The Class … … I receive more information about my area of interest: • Focused learning points • Request to describe how I am applying what I learned • Reminder & link to resources • Invitation to share success story

  17. 7 Days After The Class … … my Manager receives: • My email with coaching notes • Joint sales call planning guide • Coaching tips • Recognition opportunity

  18. 30 Days After The Class … … I receive: • Top learning points • Request to add progress to my action plan & complete first level of certification • Reminder & link to resources • Invitation to share success stories

  19. 30 Days After The Class … … my Manager receives: • Notice that I have been requested to take the level 1 certification • Coaching tips • Observation template for level 2 certification • Recognition reminder

  20. Monthly Thereafter … … my Manager and I receive: • Success stories • Invitations to participate • New resource alerts

  21. Putting It All Together • 7 days • Individualized activities • Request to create action plan • Links to resources • Invitation to share success stories • 30 days • Individualized activities • Request to add progress to action plan • Request to take certification • Links to resources • Invitation to share success stories and best practices • 24 hours • Reminder of main points • Request to select most relevant areas • Links to resources • Ongoing • Request and receive best practices • New resource alerts SalesPersonReceives ManagerReceives • Summary of main points • Results of selection • Coaching tips • Email w/ coaching notes • Joint action plan/guide • Coaching tips • Recognition opportunity • Certification results • Coaching tips • Recognition opportunity • Request and receive best practices • Recognition opportunity • New resource alerts

  22. Coaching to Change Behavior • Coaching picks up where training ends • Differs from managing • Dialog and inquiry based • Empowers • Teaches people to think • Coaching to reinforce training improves performance by 88%

  23. The Power of Community • Peer experiences have immediate credibility • Technology makes it easy to collect and distribute success stories and best practices • Everyone wins • Average performers can take advantage of tried and true methods • High performers garner instant recognition for their accomplishments.

  24. What Does It All Mean? Sales Advantage • Training with no follow-up is mostly wasted • 1-way teaching (i.e. giving individuals conclusions) is not nearly as powerful as 2-way communications(i.e. generating insights through dialogue; sharing with others; being coached) • Given the small capacity of working memory, reinforcing learning over time is a powerful addition to classroom training and e-learning Memory Insurance 24/7/30 Coaching Certification Community Learning

  25. Traditional training doesn’t work. Sales Advantage never stops working.

  26. Thank You! To view an archived version of this web cast, please visit: www.maritzlearning.com/learning-webcasts.html (Available beginning Wed. Aug. 22) To request a copy of today’s presentation, please email us: info@maritzlearning.com

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