Delivering this presentation at training 2014 conference and expo on 2/3. Loading to share in advance and so participants and others can review at their leisure. I've reorganized this one a bit but have spoken on the topic before... we still have so much work to do in this profession to create effective learning systems that drive business results.

1. Transform SALES Performance with
Effective LEARNING Systems
Mike Kunkle
Session SS07 – 12:45 to 1:45 pm – Room 30D
Mike Kunkle
Transform Sales Performance with Effective Learning Systems

2. Sales training is not
delivering results
Mike Kunkle
Transform Sales Results with Effective Learning Systems
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3. Sales needs your help
more than you think
Mike Kunkle
Transform Sales Results with Effective Learning Systems
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4. Sales training can
have a massive impact
Mike Kunkle
Transform Sales Results with Effective Learning Systems
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5. GOAL:
Prepare you to
have a conversation
with Sales leaders
Mike Kunkle
Transform Sales Results with Effective Learning Systems
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6. GOAL:
Arm you to
make a difference
with Sales results
Mike Kunkle
Transform Sales Results with Effective Learning Systems
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7. Agenda – Current State
 Current state of
sales training
 Viewpoint of sales
leaders
Hope
Reality
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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8. Agenda – Solutions
Framework
Design
Perf. Mgt.
Integration
Alignment
Change
The Big Three
 Top-Producer Practices
 Engaging Sales Managers
 Managing Change
Managers
Content
Transfer
Measures
Coaching
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
8

9. The Current State of
Sales Training
A funny thing happened on the way to my sales training class…
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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10. Current State: Sales Training

From ASTD’s Report “The State of Sales Training, 2012”
Meet goals?
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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11. Current State: Sales Training

From ASTD’s Report “The State of Sales Training, 2012”
Relevant?
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
11

12. Current State: Sales Training

From ASTD’s Report “The State of Sales Training, 2012”
CONTENT HRs
17-32%
27-52%
Overall, still more product training than skills.
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
12

13. Current State: Sales Training

From ASTD’s Report “The State of Sales Training, 2012”
OBSTACLES
Content not Relevant
Not Engaging (Design)
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
13

14. Current State: Sales Training

Other Independent Research
- ES Research: 80%+ of sales training produces no long-term
impact
- McKinsey: 75% of training programs fail to contribute to the
success of the business
- CEB: 50% of line managers believe shutting down L&D would
have no impact on employee performance.
Ouch!
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
14

15. The Viewpoint of
Sales Leaders
- Current Sales Landscape -
A funny thing happened during my 18 month tenure…
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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16. Current State: Sales Leader Viewpoint

From CSO Insights’ 2013 Sales Performance Optimization Survey
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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17. Current State: Sales Leader Viewpoint

Ramp-up & Compensation
Comp
45.3% - $100-150K or >$200K
Ramp-up
55.5% - 3-9 Months
From CSO Insights
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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18. Current State: Sales Leader Viewpoint
Let’s review the
Needs Improvement
categories together
45%
Game Plan
 I’ll read the headings
 You shout percentages
From CSO Insights
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
18

19. Current State: Sales Leader Viewpoint
47%
From CSO Insights
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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20. Current State: Sales Leader Viewpoint
42%
From CSO Insights
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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21. Current State: Sales Leader Viewpoint
44%
From CSO Insights
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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22. Current State: Sales Leader Viewpoint
43%
From CSO Insights
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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23. Current State: Sales Leader Viewpoint
33%
From CSO Insights
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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24. Current State: Sales Leader Viewpoint
31%
From CSO Insights
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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25. Current State: Sales Leader Viewpoint
40%
From CSO Insights
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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26. Current State: Sales Leader Viewpoint
67%
From CSO Insights
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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27. Current State: Sales Leader Viewpoint
67%
From CSO Insights
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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28. Current State: Sales Leader Viewpoint
67%
Link Training to Strategy
From CSO Insights
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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29. Current State: Sales Leader Viewpoint

From the Sales Management Association’s B2B Sales Change Study:
Sales Training
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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30. A Few Other Data Points:
- Proving Sales Needs Our Support -
Matchmaker, Matchmaker, make me a match…
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
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31. Sales Needs Our Support





CEB: Buyers are 57% through their buying decision before
contacting Sales... Clients need insights, not information
Sirius Decisions: The greatest inhibitor to sales growth is
the inability of reps to communicate value
Forrester: Buying execs - only 12% of sales calls add value
CSO Insights: In their 2013 survey, 26.1% of deals end in
No Decision (in 2002, the rate was 17%)
Sales Benchmark Index: One survey showed 58% of
deals ending in No Decision (cleaned, it was 28% of sales
won, 14% lost, and 58% no-decision).
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
31

32. Sales Needs Our Support
Nightingale-Conant: 67.21% of managers are not doing
sales coaching and 52.34% are “too busy to coach”
 Objective Management Group: 15% of sales managers
spend 25% of their time on coaching (and the time they
do spend is generally ineffective)
 The Sales Management Association: Front-line sales
managers spend only 26% of their time (average of 3
hours/rep/month), managing performance
 Various: The average tenure of a senior sales leader is 18
to 24 months.

Ouch!
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
32

33. Use this data as a
springboard to have
a conversation with
YOUR Sales leaders

34. Solutions
Framework, meet The Big Three.
The Big Three, meet the Framework.
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
34

35. Solution: Framework + Big Three
Framework
 Effective learning
systems
 Integration,
alignment & change
Design
Perf. Mgt.
Integration
Alignment
Change
Managers
Content
Transfer
Measures
Coaching
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
35

36. 1.
2.
3.
Build content based on
differentiating top-producer
practices
Engage managers in content,
training, coaching and
performance management
Execute an aligned change plan
with discipline

37. 1.
2.
3.
Build content based on
differentiating top-producer
practices
Engage managers in content,
training, coaching and
performance management
Execute an aligned change plan
with discipline

38. 1.
2.
3.
Build content based on
differentiating top-producer
practices
Engage managers in content,
training, coaching and
performance management
Execute an aligned change plan
with discipline
Mike Kunkle
Transform Sales Results with Effective Learning Systems
38

39. That Looks Hard. Why Bother?
Past Results







$398MM rev. increase, $9.96MM profit increase, 400% ROI
Increased sales per rep by 47% in 9 months
Increased sales results 600% over previous year while decreasing
net operating expenses by 21%
Improved average profitability per rep by 11% in 4 months
Improved velocity by 16% in 6 months
Newly-hired 4-month reps outperformed 5-year employees
Increased sales per rep in the 90-day period post-training by 2.3
per month (revenue increase of $36.6MM in 12 months).
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
39

40. Solution: The Right Content

Top producer practices
-
Task analysis (Imp/Diff/Freq)
What do they do? Why?
How do they do it? When/Where?
Sales process
Sales methodology
Performance levers*
Gap analysis | Differentiators
Continue | Start | Stop lists
Build content around replicable skills.
Content
Priority Focus
* My performance lever methodology for later reading: http://slidesha.re/PerfLevers082011
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
40

41. Solution: Learning Design








Process, not events
Chunk, sequence, layer
Separate knowledge and skill
Elearning, vILT, ILT blends
Focus on honing skills
Learning support
Performance support
Build in feedback and accountability.
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Design
41

42. Solution: Frontline Manager Engagement






Involve in rep program design (buy-in)
Assess top manager performers
Day In The Life studies & best practices
Gap analysis | Differentiators
Continue | Start | Stop lists
Build content around replicable skills.
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Managers
42

43. Solution: Planned Transfer






Design transfer plans into learning
process
Assess at various stages
Use performance support
Build social/community reinforcement
Consider mobile & gamification
Connect reps & managers before, during
and after.
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Transfer
43

44. Solution: Coaching Excellence
Train managers first on rep programs & sales
coaching
 Managers monitor rep progress through
learning
 Managers attend ILT with their reps as an inclass coach
 Managers guide reps, post-curriculum
 Managers reinforce, train and coach as taught
 Develop very-specific coaching programs

-
Coaching
Diagnose: to form hypothesis
Dialogue + Observe: to confirm performance gaps
Develop: solutions based on gap type
Do: implement solutions to improve performance.
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
44

45. Solution: Metrics & Measures






Agree on lead and lag indicators and
verifiable outcomes for learning &
performance
Report progress throughout training
Develop post-learning reporting
Establish regular cadence with sales
leaders and manager/coaches
Do level 2 testing over time (retention
checks) and level 3 surveys (usage)
Communicate success stories.
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Measure
45

46. Solution: Performance Management
Beyond manager support for learning,
training & coaching
 Establish a cadence of Check-Ins

Perf. Mgt.
- Review of activity plans, results, and
dialogue / observation / coaching
Managers counsel and manage
performance as needed, holding reps
accountable
 Senior sales leaders hold managers
accountable.

Mike Kunkle
Transform Sales Performance with Effective Learning Systems
46

47. Solution: Integration, Alignment, Change






Link training to business strategy
Ask for top-down support
Establish clear roles & responsibilities
Communicate change plans, rationales,
goals, risks, metrics, and impact
Establish regular and open
communication with sales and
leadership teams – share success stories
Find and address issues quickly.
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
Integration
Alignment
Change
47

48. But wait! There’s more…
Sales Enablement
Sales Force Effectiveness







Sales Process
Sales Methodology
Social Selling
Sales Coaching
Opportunity Management
Key Account Management
Performance Management
Marketing Alignment







Products | Pricing
Lead Generation
SEO / SEM
Campaigns | Promotions
Social Media
Content Marketing
Marketing Automation





Sales Performance Ecosystem
Sales Force Strategy





Sales Talent Management





Selection
Onboarding
Product Training
Sales Training
Business and Financial Acumen
Professional Development
Quota Setting
Sales Force Sizing
Sales Force Structure
Sales Compensation
Channel Management
Sales Operations


More on Performance Levers:
http://slidesha.re/PerfLevers082011
Customer Experience
Management
Buyer Profiling / Personas
Sales Messaging
Sales Support
Other Technology Tools





CRM / SFA
Sales Analytics
Reporting
Resource Allocation
Deal Analysis
Win/Loss Analysis
More on The Sales Performance Ecosystem:
http://blogs.richardson.com/2013/11/20/connecting-dots-sales-performance-ecosystem/
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
48

49. But wait! There’s more…
Sales Enablement
Sales Force Effectiveness







Sales Process
Sales Methodology
Social Selling
Sales Coaching
Opportunity Management
Key Account Management
Performance Management
Marketing Alignment







Products | Pricing
Lead Generation
SEO / SEM
Campaigns | Promotions
Social Media
Content Marketing
Marketing Automation


Holy cow!



Sales Performance Ecosystem
Sales Force Strategy





Sales Talent Management





Selection
Onboarding
Product Training
Sales Training
Business and Financial Acumen
Professional Development
Quota Setting
Sales Force Sizing
Sales Force Structure
Sales Compensation
Channel Management
Sales Operations


More on Performance Levers:
http://slidesha.re/PerfLevers082011
Customer Experience
Management
Buyer Profiling / Personas
Sales Messaging
Sales Support
Other Technology Tools





CRM / SFA
Sales Analytics
Reporting
Resource Allocation
Deal Analysis
Win/Loss Analysis
More on The Sales Performance Ecosystem:
http://blogs.richardson.com/2013/11/20/connecting-dots-sales-performance-ecosystem/
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
49

50. But first…
Framework
 Effective learning
systems
 Integration,
alignment & change
Design
Perf. Mgt.
Integration
Alignment
Change
Managers
Content
Transfer
Measures
Coaching
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
50

51. 1.
2.
3.
Build content based on
differentiating top-producer
practices
Engage managers in content,
training, coaching and
performance management
Execute an aligned change plan
with discipline

52. 1.
2.
3.
Build content based on
differentiating top-producer
practices
Engage managers in content,
training, coaching and
performance management
Execute an aligned change plan
with discipline

53. 1.
2.
3.
Build content based on
differentiating top-producer
practices
Engage managers in content,
training, coaching and
performance management
Execute an aligned change plan
with discipline
Mike Kunkle
Transform Sales Results with Effective Learning Systems
53

54. YOU can
Transform Sales Performance
with
Effective Learning Systems!
Mike Kunkle
Transform Sales Results with Effective Learning Systems
54

55. Transform SALES Performance with
Effective LEARNING Systems
APPENDIX
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
55

56. About Mike
http://www.mikekunkle.com/about-me
http://blogs.richardson.com/author/mikekunkle/
Mike Kunkle 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, Mike spent the past
19 years as a corporate director or consultant, leading departments and projects with one
purpose – improve sales results. And through sales training, organization effectiveness
practices, leadership development, aligning performance levers and leading change efforts
he's done just that.
o
o
At one company, as a result of six projects, he and his team delivered an accretive $398MM in revenue,
year-over-year.
At another, within 9 months, newly-hired sales reps with 120 days on the job were outperforming
incumbent reps with 5 years with the company.
 Mike is the Director of Product Development for Richardson. In this role, he is responsible
for managing the development of new products, solutions and partnerships to help
Richardson meet the emerging needs of our evolving marketplace. Responsible for
Richardson’s Selling with Insights® program, Mike integrates the latest thinking and
technology from learning and development and sales force effectiveness to better serve
Richardson's clients. About Richardson:
o
o
o
They are a global sales training and strategy execution company that partners with leading
organizations to increase their sales effectiveness and drive business results.
For the fifth consecutive year, Richardson has been named to the Top Sales Training Companies list
from Training Industry, Inc.
See: http://www.richardson.com and http://blogs.richardson.com.
Let’s get
connected!
 Mike freely shares his personal sales transformation methodology at conferences and
online at http://slidesha.re/PerfLevers082011 and can be found on LinkedIn, Twitter,
Google+ and SlideShare.
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
56

57. Appendix: Some Resources to Explore
Strategies for Sustaining the
Impact of Sales Training
Download free:
http://bit.ly/SustainSalesTrain
Richardson and Training Industry, Inc.
surveyed 193 companies in October 2013
to identify common approaches used
before, during, and after training to
ensure the impact of training is sustained.
This report summarizes these results and
highlights recommended strategies for
maximizing the impact of sales training
over time.
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
57

58. Appendix: Some Resources to Explore
Aberdeen Sales Effectiveness & Strategy Practice:
 http://aberdeen.com/_aberdeen/sales-strategy/SENS/practice.aspx
ASTD Sales Enablement:
 http://www.astd.org/Publications/Blogs/Sales-Enablement-Blog
 http://bit.ly/ASTD-SalesEnablementLinkedIn
 https://twitter.com/ASTDSalesEnable
Mike’s Performance Lever Presentation:
CSO Insights:
 http://slidesha.re/PerfLevers082011
 http://www.csoinsights.com/
ES Research Group, Inc: ESR is like the “Consumer Reports” of sales training
 http://www.esresearch.com/
 http://davesteinsblog.esresearch.com/
Forrester Sales Enablement:
 http://blogs.forrester.com/tech_sales_enablement
IDC Sales Enablement:
 http://www.idc.com/research/SalesEnablement1.jsp
Richardson
 http://blogs.richardson.com | http://www.richardson.com/What-We-Do/
TrainingIndustry.com:
 http://www.trainingindustry.com/sales-training.aspx
 http://www.trainingindustry.com/sales-training/top-company-listings/2013/2013-top-20-sales-trainingcompanies.aspx
Mike Kunkle
Transform Sales Performance with Effective Learning Systems
58