TU15: Insider Secrets to Finding High-Impact Sales Training

TU15: Insider Secrets to Finding High-Impact Sales Training January 19, 2016 Brian E. Gracon

The Challenge High-Impact Sales Training

Learning Objectives At the end of the this course, participants should be able to: 1. Evaluate training designs from several critical perspectives, including skill development, practice, coaching methods and proven results 2. Assess training options based on your company s unique needs 3. Decide between available training resources and custom training 4. Use effective strategies and tactics to maximize and sustain the impact of training programs

Have You Ever raised gross margins 5 points? o Alternatives to, and impact of, price-cutting increased closing rate 40%? increased sales 60%? o New salesperson revamped sales processes and paperwork?

Today s Flow 7 Key 7 Key Questions Questions Unique Needs Sources Maximize Value

So What and the Seven R s Results? Right Training? Really Training? Right Method? Right Now? Reinforcement? Revisit?

The First Question What results have people like you gotten from the training? 1. Results? What results do you need from the training?

Then What? Don t accept/develop training until the provider can discuss your expected results 1. Results and the results are what you need!

The Second Question Have you had training that wasn t right for you or what you needed? 2. Right Training?

So What? 2. Right Training? Exactly what will you be able to do because of the training? How well? How will you know you can?

Then What? 2. Right Training? Market Skills Gaps Plan What do your customers want and need from you? What skills do you need, to serve your customers? What skills do you need to get better at? Comprehensive, detailed, prioritized list of training needs!

The Third Question Is it really training, or just a speech? 3. Really Training? Effective training includes: Skills Application Practice Feedback

So What? - Example 3. Really Training? Training: o New finish, warranty, click. o Hands-on. o Try it out. o Who would be interested? o Here s how to find out. o Why would it matter to them? o How can you describe the value - examples? o Practice with different customer situations.

Then What? Make sure the training includes application and practice. 3. Really Training? Practice after the training too!

The Fourth Question 4. Right Method? Training methods include: Videos Self-study Instructor-lead Manuals elearning What methods are right for you?

Then What? Make sure the training takes your learning style(s) into account. 4. Right Method? Ask the trainer/designer what learning styles are being targeted.

The Fifth Question 5. Right Now? Can the new skills be used right now in your business?

Then What? Make sure the training applies new knowledge and practices new skills during the training. 5. Right Now? Then, make sure you use the new skills right away.

The Sixth Question 6. Reinforcement? What reinforcement support is given to these two critical roles: Trainers? Coaches?

So What? Trainer support helps you re-teach as necessary and on-board new staff. 6. Reinforcement? Coaching support helps you confirm or correct the new skills.

Then What? Make sure the training provides train-the-trainer materials (and classes?). 6. Reinforcement? Require coaching guides.

The Seventh Question 7. Revisit? Will you and the trainer revisit (or debrief) the training to evaluate its impact and to make it better? (kind of like we re doing now)

So What? Has the training delivered the skills you need based on your specific objectives? 7. Revisit? What exactly will people be able to do because of the training?

Then What? 7. Revisit? Update your objectives and the design of (or vendor for) the training.

Today s Flow 7 Key Questions Younique Unique Needs Sources Maximize Value

Customer Languages Value Environment Quality Simplification Design Is your staff (collectively) able to speak all of these languages? Solutions Lifestyle Enhancements Respect

Need Customer/Staff Profile Percentage of Customers Maria Lynn Louis Eugene Design 20 Quality (incl. PK) 20 Value 30 Simplification 5 Solutions 5 Lifestyle Enhancements 5 Respect/Professionalism 10 Environment 5

Need Staff Training Profile Percentage of Customers Maria Lynn Louis Eugene? Design 20 Quality (incl. PK) 20 Value 30 Simplification 5 Solutions 5 Lifestyle Enhancements 5 Respect/ Professionalism 10 Environment 5

Today s Flow 7 Key Questions Unique Needs Sources Maximize Value

Where Can You Get Training? Generic Industry Distributors Vendors Trade Shows 7 Key Questions Unique Needs Sources Maximize Value Buying Groups, Co-ops Custom

Source Generic Training Examples Notes BizLibrary.com On-demand videos and elearning Thousands of courses, 8 topic areas: business, management, sales and service, Flexibility (format, device, time) 30-day free trial BizFlix subscription: $25/month/person Lynda.com Videos and files Bought by LinkedIn in 2015 for $1.5 B Business: > 1000 courses, >50,000 videos Flexibility 10-day free trial Membership: $25/month/person

Generic Training Examples part deux Source Sales Training Firms (do some customization) Notes Action Selling Aslan Brooks Group Performance Methods Incorporated Sandler Strategy To Revenue

Source Industry Training Examples Notes WFCA elearning 40 modules (sales management, financial controls, merchandising, organization management, sales strategies and techniques) Certification available Subscription fee Regional Camps 8 regions (36 camps total) 2-day camps (sales management, outside sales, owners) 3-day camps (inside sales) Fees apply WFCA member scholarships apply

Industry Training Examples part deux Source Notes MIA Regional live educational events (consumer insights, fabrication, benchmarking, sales) Online courses (safety, ) Nominal fees for some programs Online business documents (free to members)

Industry Training Examples part trois Source Notes CTEF Classes at Clemson University Basic and advanced programs Online and regional (live) certification testing Open to all Fees (sponsors? vouchers?) NTCA Mobile training unit (~100 events/yr.; 5-10K people/yr.); free Seminars (hands-on, methods, standards, technologies) Online university arriving (CEU s, Business, ) Some online courses will have fees

Source Distributor Training Examples Notes J. J. Haines Installation training Hands on instructor lead For J.J. Haines customers $300 per installer R.D. Weis PK, Environment, Color, Specifications 1-on-1, Lunch & Learns, CEU s By invitation or request Fall monthly series No charge to participants

Source Vendor Training Examples Notes Invista New workshop on sales techniques featuring Pami Bhullar Emphasizes closing sales and making customers ambassadors for your business Companion documents for implementation By invitation to any STAINMASTER dealer Armstrong Commercial Product, Installation Face - to face Part of the relationship with clients No cost to participants Rep follow-up

Trade Show Examples TISE DOMOTEX NEOCON COVERINGS Custom Training Examples Trade Show Presenters Custom Training Designers Your Own Staff?

Today s Flow 7 Key Questions Unique Needs Sources Maximize Maximize Value Value

Have an Internal Trainer? Booster or on-boarding training Ask for train-the-trainer classes or materials Hire a training coach Reward the trainer

Coaching Get familiar with the training/skills. Audit the skills and act. Support or correct the behaviors.

Used by Permission, DDB Cana Coaching Tool Increase Sales With Cork Flooring APCOR Increase Sales With Cork Flooring Training Coaching for Results from Course 4: Sales Skills Why Coach for Results? Once your staff has been to the Sales Skills training program (either as a Group or individually in the 1-on-1 version), you can play a major role in their use of what they have learned by coaching them. Doing so will increase the use of the training by your staff, for better business results. In the course, Sales Skills, your staff learned and practiced how to: ask key questions that will identify customer types and their flooring interests and needs, match Cork flooring benefits to customer needs, use Cork benefits to solve customer concerns, and use realcorkfloors.com to help make a sale. Your business will benefit by: selling higher-priced flooring, at higher margins and closing rates. Coaching for Results 1. Please observe each member of your sales staff working with customers to check if she/he is doing the following: asking the key questions to identify customer type and needs, proposing Cork flooring options to customers when appropriate, matching Cork flooring benefits to customer needs, using Cork benefits to solve customer concerns, and using realcorkfloors.com when appropriate to show or explain Cork flooring and its benefits to customers.

Used by Permission, DDB Cana Coaching Tool (continued) Increase Sales With Cork Flooring 2. Then, give each salesperson either confirming or corrective feedback, as appropriate using copies of this table: Expected Action Asking key questions to identify customer type and needs Observed? (Yes Confirm) (No Correct) (DNA does not apply) Confirming Feedback (if Yes) Good Job! Corrective Feedback (if No) Please check the key questions from page 4 of the Course 4 Handout, plus the ones you added based on your experience. Remember to ask these questions. Presenting Cork flooring as an option Good Job! Remember to offer the Cork flooring option to customers if their answers to your questions indicate that Cork benefits will meet their needs and lead to a sale. Match Cork flooring benefits to customer needs Use Cork benefits to solve customer concerns Use realcorkfloors.com when appropriate to show or explain Cork flooring and its benefits to customers. Good Job! Good Job! Good Job! Remind her/him to mention appropriate Cork flooring benefits based on customer needs. Ask her/him to review page 5 of the Course 4 Handout for a list of the benefits and how they match needs. Ask her/him to review the activity from page 6 of the Course 4 Handout and use Cork flooring benefits to solve customer concerns. Ask her/him to set up a computer as described on page 8 of the Course 4 Handout and then show you how she/he would use realcorkfloors.com with a customer.

Practice You don t get stronger by going to the gym and watching your personal trainer do the work. Practice alone, at home, in staff meetings, with vendor reps. Share what-if s, look-backs, war stories.

Thank You! Questions? Speaker Contact Information: Brian Gracon Brian Gracon & Associates, Inc. www.traininggetsresults.com linkedin.com/in/hirebriangracon graconassociates@etcmail.com (404) 771-3405