These are the slides from my 7/17/2018 webinar on SMMConnect.com about implementing a sales methodology so it sticks and delivers results. You can register to watch the webinar recording at http://bit.ly/SMMwebinar-07172018 and download the slides there.

1. How to Implement a Sales
Methodology So It Sticks
And Delivers Results!
Mike Kunkle
Host of Sales Transformation Straight Talk™
Founder, Transforming Sales Results, LLC
© 2018 Transforming Sales Results, LLC

2. What
• Sales Transformation Straight Talk webinar series
Why
• Provide you with the latest thinking and actionable ideas
to transform sales results
How
• Solo webinars, guest speakers, panels, Q&A, always
taking requests
When & Where
• Usually mid-month, usually mid-week, usually 2 pm
Eastern, usually every month, and always here on SMM
Connect!
- Check www.smmconnect.com for details
2

3. AGENDA
• The struggle with sales methodology
implementations (org/people/leadership
issues)
• Why implementations fail (sales readiness
issues)
• The approach that gets real results
• Added-value advice on modern sales
methodology
Our Plan for Today
3

4. The Struggle with
Sales Methodology Implementations
(People / Organizational / Leadership Issues)

5. The Struggle with Sales Methodology Implementations
People Issues
• People get superstitious about their “art” of selling
5

6. The Struggle with Sales Methodology Implementations
People / Organizational Issues
• The 16 Reasons employees don’t
do what they’re supposed to do…
6
Condition Reasons Solutions
Don’t know
something
What to do
Training
Coaching
Why to do it
How to do it
Incorrect
thinking
Their way is better
Coaching
Counseling
Your way won’t work
Something else is more important
They are doing it (lack of feedback)
Misaligned
consequences
A negative consequence for doing it
Manage
consequences
No negative consequence for not doing it
A positive consequence for not doing it
No positive consequence for doing it
Constraints
Obstacles beyond their control
Counsel
Change
Transfer
Terminate
Personal limits (incapacity)
Fear (anticipating failure)
Personal problems
No one could do it
Adapted from Ferdinand F. Fournies

7. The Struggle with Sales Methodology Implementations
Leadership Mindset and Issues
• Bright shiny objects
• Flavor of the month
• Knee-jerk reactions
• Fire fighting
• More, faster, harder, longer
• “Our Sales Managers are too busy to coach.”
• “We hire experienced sales reps.”
• “Our reps need to be selling, we can’t take them out of the field.”
7

8. In the land
of the blind,
theone-eyed
man is king.
~ Desiderius Erasmus
8

9. Why Implementations Fail
(The Sales Readiness Gap)

10. 10
Why Sales Methodology Implementations Fails
• Not the right sales methodology for the business

11. Why Sales Methodology Implementations Fails
• The methodology is right but the learning design or experience is very poor
11

12. Why Sales Methodology Implementations Fails
• There is no post-training knowledge sustainment plan to assess and improve knowledge retention
12

13. Why Sales Methodology Implementations Fails
• There is no plan beyond the initial training to continue skill development or provide practice with
feedback loops
13

14. Why Sales Methodology Implementations Fails
• There is no transfer plan to help reps apply the methodology on the job with real buyers
14

15. Why Sales Methodology Implementations Fails
• There is little or no coaching support to guide employees to skill mastery over time
15
“An organization’s ability to learn, and
translate that learning into action rapidly
is the ultimate competitive advantage.”
~ Jack Welch, former General Electric CEO

16. Why Sales Methodology Implementations Fails
• There is no plan to measure the lead and lag indicators for learning or performance (what gets
measured gets done)
16

17. Why Sales Methodology Implementations Fails
• Performance Management is absent or weak, so managers don’t use the data provided, inspect
what they expect, and/or hold sales reps accountable to use what they learned
17

18. Why Sales Methodology Implementations Fails
• The whole initiative is treated as an event (or series of events), rather than an ongoing project that is
managed using proven change leadership and change management practices, to foster behavior
change and cement those changes in the culture
18

19. Why Sales Methodology Implementations Fails – Summary
• Not the right sales methodology for the business
• The methodology is right but the learning design or experience is very poor
• There is no post-training knowledge sustainment plan to assess and improve knowledge retention
• There is no plan beyond the initial training to continue skill development or provide practice with
feedback loops
• There is no transfer plan to help reps apply the methodology on the job with real buyers
• There is little or no coaching support to guide employees to skill mastery over time
• There is no plan to measure the lead and lag indicators for learning or performance (what gets
measured gets done)
• Performance Management is absent or weak, so managers don’t use the data provided, inspect
what they expect, and/or hold sales reps accountable to use what they learned
• The whole initiative is treated as an event (or series of events), rather than an ongoing project that is
managed using proven change leadership and change management practices, to foster behavior
change and cement those changes in the culture
19

20. The Best Way to Implement and
Support Your Sales Methodology

21. Support Your Sales Methodology with a Sales Learning System
Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
1
5
4 3
2
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
21
3 Phases:
• Prepare for Change (Purple)
• Guide the Change (Blue)
• Cement the Change (Gray)
Thanks, Kurt Lewin
• Unfreeze
• Change
• Refreeze
© 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM

22. Support Your Sales Methodology with a Sales Learning System
Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
1
5
4 3
2
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
Prepare for Change
• Ensure that your training content will get results
• Design a great learning experience
• Engage, enable, and empower frontline sales managers
22© 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM

23. Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
Prepare for Change
• Ensure that your training content will get results
• Design a great learning experience
• Engage, enable, and empower frontline sales managers
Guide the Change (The 5 Stages)
• Teach the content, validate learning occurred
• Sustain the knowledge
• Develop skills (practice with expert feedback loops)
• Transfer and apply skills on the job
• Coach to mastery over time
1
5
4 3
2
23© 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM
Support Your Sales Methodology with a Sales Learning System

24. Stage 1:
Knowledge
Acquisition
Acquire the knowledge
behind the skill with
examples and
assessments/tests to
validate learning.
eLearning, Classroom
Instruction (FTF or
Virtual), Assessments
Stage 2:
Knowledge
Sustainment
Sustain the knowledge;
reverse the “forgetting
curve.”
Q&A, Check-Ins,
Assessments, Learning
Reinforcement
Systems
Stage 3:
Skill
Development
Develop and practice
skills. Convert
knowledge into
behavior.
Flipped Classrooms,
Role Playing, Live
Simulations, Virtual
Coaching Tools
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
Stage 5:
Skill
Mastery
Guide and coach reps
to skill mastery and
performance outcomes,
over time.
Sales Analytics,
Observation, Field
Training and Coaching,
Coaching Forms and
Tools
Learn something new.
Must be known to work
and produce results.
What, Why, and How –
maybe When/Where.
Remember it.
Just because they
learned something new,
doesn’t mean they’ll
retain it.
Develop skills.
Provide practice and
feedback. Just because
they remember, doesn’t
mean they can do it.
Apply skills.
Just because they can
do it, doesn’t mean they
will. (Skill/Will Matrix)
Achieve mastery.
Just because they tried
it, doesn’t mean they
did it well or will
continue to do it.
STAGE
WHAT
HOW
WHY
24© 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM
Support Your Sales Methodology with a Sales Learning System
5 Stages of Sales Mastery & Behavior Change

25. Support Your Sales Methodology with a Sales Learning System
Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
2
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
Prepare for Change
• Ensure that your training content will get results
• Design a great learning experience
• Engage, enable, and empower frontline sales managers
Guide the Change
• Teach the content, validate learning occurred
• Sustain the knowledge
• Develop skills (practice with expert feedback loops)
• Transfer and apply skills on the job
• Coach to mastery over time
Cement the Change
• Get metrics and measures in place
• Manage to behavior and performance expectations
• Lead and manage the change until it cements in the
culture
1
5
4 3
25© 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM

26. Sales Learning System
Learning
Design
Manager
Enablement
Knowledge
Acquisition
Knowledge
Sustainment
Skill
Development
Skill
Transfer
Coaching to
Mastery
Measures
Change
Management
Performance
Management
2
Training
Content
The 5 Stages of
Sales Mastery &
Behavior Change
Prepare for Change
• Ensure that your training content will get results
• Design a great learning experience
• Engage, enable, and empower frontline sales managers
Guide the Change
• Teach the content, validate learning occurred
• Sustain the knowledge
• Develop skills (practice with expert feedback loops)
• Transfer and apply skills on the job
• Coach to mastery over time
Cement the Change
• Get metrics and measures in place
• Manage to behavior and performance expectations
• Lead and manage the change until it cements in the
culture
1
5
4 3
26© 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM

27. How Sales Tools/Services Can Support The 5 Stages
Learning Platforms Virtual Practice
Environments
Knowledge Skill Transfer
Sustainment
“Game Film”
1 3
2
4
5
Job Aids/Systems
Manager Toolkits
Sales Playbooks
Mastery
Coaching
Learning
Reinforcement
Systems
START
Training
Content
Must Get Results
When Used
EPSS
© 2018 Transforming Sales Results – eBook Download: http://bit.ly/SalesLearningSystemEbook-SMM 27

28. Final Advice on Implementation
• Study and become an expert in change management
• “When going through Hell, keep going.” ~ Winston Churchill
• “When stretching a rubber band, don’t let go too soon.” ~ Mike Kunkle
28
https://www.kotterinc.com/8-steps-process-for-leading-change/
https://www.rootinc.com/create-lasting-change/
https://www.prosci.com/change-management
http://bit.ly/BetterChange
28

29. Added-Value Advice on
Modern Sales Methodology

30. Start with the Right Methodology
30
Uh,
seriously?

31. 31
Start with the Right Methodology
Really??
Ha-ha!!

32. 32
Start with the Right Methodology One size fits
all, right?

33. 33
Start with the Right Methodology
Factors to Consider (all B2B)
• Type of Sale: Transactional or consultative sale
• Cost of Solution: Low, mid-tier, high price-point
• # of Buyers: Simple sale (1-2 buyers) or complex sale (3-7+ buyers)
• Level of Buyers: Frontline users, mid-level managers, executive
• Solution Complexity: Simple to Highly-complex
• Size/Type of Client Org: Start-up, SMB, Enterprise
OR…

34. Added-Value Advice on Modern Sales Methodology
34
• My recommendation: Adapt, and don’t look back…

35. An Adaptive Sales Methodology is…
35
A flexible approach to selling
that utilizes sales judgment
to adjust the sales approach
to fit the buyers’ situation.
Why?
Outside-In
More buyer-centric
Generate more leads
Win more opportunities
Competitive differentiation.

36. Why We Need a Different Approach to Selling
“All failure is failure to
adapt, all success is
successful adaptation.”
~ Max McKeown, author of
“Adaptability: The Art of
Winning in an Age of
Uncertainty”
• B2B selling is more complex than ever
• A VUCA business environment with adaptive
problems
• Quota achievement is trending downward
• Buyers’ expectations of sellers are increasing
• One size does not fit all
• AI, Bots, & Machine Learning may replace
transactional selling
• Adaptive models have been proven in leadership
• The quote about insanity (misattributed to
Einstein)
• This is what the very top producers tend to do.
36

37. Adaptive Sales Methodology
37Recorded Webinar: http://bit.ly/STSTonSMM-08092017

38. Appendix
Appendix
How to Implement a Sales
Methodology So It Sticks
And Delivers Results!

39. Your Host
Mike Kunkle is a highly-respected sales transformation architect and
internationally-recognized sales training and sales enablement expert.
He’s spent 24 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 the founder and sales
transformation architect for Transforming Sales Results, LLC. He consults, advises,
writes, speaks, leads webinars, designs sales learning systems that get results, and
guides clients through all aspects of their sales transformation.
Connect with Mike & Follow His Content
Transforming Sales Results Services https://www.mikekunkle.com/services
Transforming Sales Results Blog https://www.mikekunkle.com/blog
SMM Connect Webinars http://bit.ly/STSTonSMM
BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel
LinkedIn Publisher http://bit.ly/MikeKunkleLIPublisher
LinkedIn Profile http://www.linkedin.com/in/mikekunkle
SlideShare http://www.slideshare.net/MikeKunkle
Twitter https://twitter.com/mike_kunkle
978.254.5689 Office
214.494.9950 Google Voice
mike@transformingsalesresults.com
Mike Kunkle
Founder &
Sales Transformation Architect

40. Complimentary eBook #1
http://bit.ly/SalesCoachingEbook-SMM
Mike Kunkle
Founder & Sales Transformation Architect
© 2018 Transforming Sales Results, LLC
Sales Coaching Excellence
The Path to a Best-in-Class Sales Force

41. Complimentary eBook #2
http://bit.ly/SalesLearningSystemEbook-SMM
Mike Kunkle
Founder & Sales Transformation Architect
© 2018 Transforming Sales Results, LLC

42. Additional Reading: A Systems Approach to Sales Transformation
• Overview: http://bit.ly/4SalesSystems-Overview (Blog Post)
• Sales Selection System: http://bit.ly/4SalesSystems-Selection (Blog Post)
• Sales Support System: http://bit.ly/4SalesSystems-SalesSupport (Blog Post)
• Sales Learning System: http://bit.ly/SalesLearningSystemEbook-SMM (eBook)
• Sales Management System: http://bit.ly/4SalesSystems-SalesManagement (Blog Post)
© 2018 Transforming Sales Results, LLC

43. THANK YOU!
67 South Bedford Street
Suite 400 West
Burlington, MA 18103
www.mikekunkle.com/services
mike@transformingsalesresults.com
978-254-5689 / 214-494-9950
smmconnect.com