coaching salespeople to crush quota · coaching salespeople to crush quota presented by : lisa...
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Sales Force Productivity Conference ● 15-17 October 2018 ● Ritz-Carlton Atlanta ● © 2018 The Sales Management Association. All rights reserved.
Coaching Salespeople to Crush Quota
Presented by :
LISA DOYLE, Vantage Point Performance
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2Sales Force Productivity Conference© Copyright 2018 The Sales Management Association. All rights reserved.
OUR PRESENTER
LISA DOYLE
Vice President of Client Engagement
Vantage Point Performance
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© Vantage Point Performance, Inc. © 2018 Vantage Point Performance, Inc. All rights reserved
COACHING SALESPEOPLE TO CRUSH QUOTA
Lisa Sottosanti DoyleVP, Client Engagement
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© Vantage Point Performance, Inc.
The Execution Challenge
Decreasing Percentage of Sellers Hitting Quota
Increasing Revenue Targets
52%
Sales Manager tenure success
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© Vantage Point Performance, Inc.
AN EFFECTIVE SALES MANAGER CAN GENERATEAN EXTRA $3.5M*
BOTTOM 25% of managers fell short by 24%
TOP 25% of managers exceeded their target by 15%
* Source: Vantage Point Management Practices Study. Assumes a team of 9.1 sellers with quota of $1M each
Sales Managers Are the Key
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© Vantage Point Performance, Inc.
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© Vantage Point Performance, Inc.
Managers whose teams produce more revenue have more sellers at plan
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© Vantage Point Performance, Inc.
76%
99%115%
0%
20%
40%
60%
80%
100%
120%
140%
Bottom 25% Middle 50% Top 25%
Reve
nue
Perfo
rman
ce to
Tar
get
Sales Manager Performance Level
47% 48%
65%
0%
10%
20%
30%
40%
50%
60%
70%
Bottom 25% Middle 50% Top 25%
Reps
Ach
ievi
ng Q
uota
Sales Manager Performance Level
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© Vantage Point Performance, Inc.
Managers who spend more hours coaching are more successful than their
peers
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© Vantage Point Performance, Inc.
Not Coaching More
Coaching Differently
24.2
17.7
0
5
10
15
20
25
30
Bottom 75% Top 25%
Hou
rs
Avg Hours Spent Coaching
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© Vantage Point Performance, Inc.
Highly effective sales coaches had 19% more
revenue production than their peers SEC 2005
So how do you become a “highly-effective” coach?
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© Vantage Point Performance, Inc.
Compensation has the most influence on a sales person’s job satisfaction
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© Vantage Point Performance, Inc.
Clarity of task is vital
Type of Coaching % of Variation in Quota Attainment Explained by Type of Coaching
Results 10Capabilities 2
Activities 24
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The Sales Management Code ® 14© 2018 Vantage Point Performance. All Rights Reserved.
Revenue
Customer Satisfaction
Market Share
Ramp-Up Time
IT Investment
Training Type
Coaching
Account Plan Completion
Tool Usage
Segment of Customer
Call Volume
Call Type
Up or Cross-Selling
Number of AccountsTime Allocation
Quota Achievement
Share-of-Wallet
Process Usage
Training Investment
Skill LevelTerritory Coverage
New or Existing Customers
Call Outcomes
Customer Retention
Deal Size
Prospect Type
New or Existing Product
Pipeline Size
Can we manage this metric?
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The Sales Management Code ® 15© 2018 Vantage Point Performance. All Rights Reserved.
Revenue
Customer Satisfaction
Market Share
Ramp-Up Time
IT Investment
Training Type
Coaching
Account Plan Completion
Tool Usage
Segment of Customer
Call Volume
Call Type
Up or Cross-Selling
Number of AccountsTime Allocation
Quota Achievement
Share-of-Wallet
Process Usage
Training Investment
Skill LevelTerritory Coverage
New or Existing CustomersCall Outcomes
Customer RetentionDeal Size
Prospect Type
New or Existing Product
Pipeline Size
The Fog Starts to Clear
R
O
A
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© Vantage Point Performance, Inc.
E X E C U T E
R
O
A C
ALIGN
R
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© Vantage Point Performance, Inc.
Our Research Approach
§ Inside/Outside/Hybrid§ Number of Accounts
per Rep§ Complexity of Sale
§ Years in Sales Management
§ Size of team
§ Territory Management § Account Management§ Opportunity Management§ Call Management
Sales Management
PracticesSales Person Performance
Sample Variables Tested:§ Nature of Interactions§ Time Spend§ Management Rigor§ Forecasting and Reporting
Critical Outcomes:§ % of reps on team attaining
quota (current year)§ % of reps on team attaining
quota (last year)
Manager Demographics
Sales Role Characteristics
Sales Processes in Place
• 1K+ managers• Cross-industry• Global
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© Vantage Point Performance, Inc.
Coaching Formality
Low HighAd hoc As needed Scheduled
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© Vantage Point Performance, Inc.
What will be discussed
How it will be discussed
When it will be discussed
Clarity on:
Formal Activity-Based Coaching Conversations
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© Vantage Point Performance, Inc.
High-Impact Activities
R
O
A A A A A ASales ProcessesSales Roles
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© Vantage Point Performance, Inc.
Territory Management Account Management
Deploy optimum levels of effort across various types of customers
and prospects
Acquire, retain and grow select accounts
Opportunity Management Call Management
Initiate, qualify, advance, and close multi-stage sales
Plan, conduct and document individual sales interactions
Finding Business
Winning Business
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© Vantage Point Performance, Inc.
Your task:• Read QuietTech Sales role descriptions
• Which two Sales Processes are most critical for each role?
Sales Processes
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© Vantage Point Performance, Inc.
What will be discussed
Inputs OutputsAgenda
The “what” = the sales activity
Formal Activity-Based Coaching Conversations
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© Vantage Point Performance, Inc.
Scheduled tasks
Documentation
Follow-up items
Outputs
Planning Documents
Reports & Notes
Inputs
Seller’s actions to date
Seller’s plan to move forward
Anticipated obstacles and mitigation ideas
Next steps
Agenda
SELLER INPUTS
MANAGER INPUTS
Examp
les
Examp
les
Examp
les
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© Vantage Point Performance, Inc.
For your assigned sales process, identify coaching content:• Examples of inputs would you want • Agenda items you would likely include• Possible outcomes
Sales Processes
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© Vantage Point Performance, Inc.
What will be discussed
How it will be discussed
When it will be discussed
Clarity on:
Formal Activity-Based Coaching Conversations
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© Vantage Point Performance, Inc.
Coaching Conversation ModelCoaching is equipping others to execute High-Impact Activities consistently well
Giving
Opening
Seeking
Closing
Set the Stage
Create Ownership
Share Information
Clarify Accountability
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© Vantage Point Performance, Inc.
• What is the likely motivator of the buyer?
• What do you want to achieve in this call?
• What objections do you anticipate?• How does this opportunity compare
to others you have faced?• What questions will you ask?
• Have you created a call plan?• Are they more concerned with
price or innovation?• How soon do they plan on making
a decision?• How will you earn their business?• Why is our product a best
alternative?
Which List of Questions is Stronger?
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© Vantage Point Performance, Inc.
Strong questions tend to be….• Broad / open-ended• Encourage analysis / second-level thought• Tie current experiences to previous one• Build off one another• Valuable both to seller and coach
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© Vantage Point Performance, Inc.
How are strong coaching questions• Valuable to coaches (sales managers)?• Valuable to sellers?
Seeking
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© Vantage Point Performance, Inc.
What will be discussed
How it will be discussed
When it will be discussed
Clarity on:
Formal Activity-Based Coaching Conversations
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© Vantage Point Performance, Inc.
Low performing managers schedule less frequent formal
conversations with their sellers
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© Vantage Point Performance, Inc.
Inspection-Focused Interactions
0%
5%
10%
15%
20%
25%
30%
35%
Bottom 25% Middle 50% Top 25%
Sche
dule
d Ti
me
for I
nspe
ctio
n Co
nver
satio
ns
0
1
2
3
4
5
6
7
8
9
Bottom 75% Top 25%H
ours
Spe
nt p
er M
onth
fo
reca
stin
g/Re
port
ing
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© Vantage Point Performance, Inc.
Management Rhythm is the pattern of formal & informal
interactions that sales managers engage in to advance sales efforts
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© Vantage Point Performance, Inc.
Your task:• Review Dan’s management rhythm• Discuss its potential merits and drawbacks • Prepare to share your analysis with the group
Dan’s Management Rhythm
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© Vantage Point Performance, Inc.
Pros and cons?Recommended changes?How does this compare to your rhythm?
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© Vantage Point Performance, Inc.
Finding your Rhythm
Sales Activity
Current Schedule
Team Composition
Selling Environment
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© Vantage Point Performance, Inc.
• The most successful sales coaches coach fewer hours and spend less time in the field
• Less can be more• Do not over-engineer• Go deep, not broad• Talk less than the seller
• Structure is good• Having a repeatable coaching plan improves quality of
execution and lessens workload• Determine coaching plan by the sales process, but coach to the
activity• Hold yourself accountable to your coaching rhythm
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© Vantage Point Performance, Inc.
If you were to spend more time on this topic what else would you want to know??
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Q & A PLEASE BE SURE TO SPEAK INTO THE MICROPHONE. WE’RE RECORDING!
© Copyright 2018 The Sales Management Association. All rights reserved.40
LISA DOYLE
Vice President, Client Engagement
Vantage Point Performance
[email protected]/2EiGQD9