Creating a Coaching CultureChad T. Dyar,

Director of Sales Enablement

Participation Required

Is this the reaction you get when you ask

managers to spend time listening to calls and coaching their sales

reps?

According to my hero, Ron Swanson

Creating a Coaching Culture

A structured coaching environment:❏ Improve selling conversations❏ Evolves manager coaching skills❏ Gives leaders insight into the customer experience❏ Lends itself to an overall culture upgrade

But...change is HARD!

POLL 1: How do you get EVERYONE on board with coaching?

StructureMotivation

Recognition

Mission Tank // Kelly Capris

A brief history of coaching at OnDeck as told through memes

In the beginning it was the wild, wild west

But then something exciting happened...

Enter Chad and Adam with the coaching framework...

Looks like we made it!

Today we are going to examine the roles that Enablement

and Learning and Development

play in creating a coaching culture!

POLL 2: Why is coaching important to you?We NEED to GROW

We LOVE to WINMy sales team is in trouble

Enabling your people

Getting the Buy-In

What does a winning team

look like?

The Players - Your sales reps

Focus on the Framework

“When sales reps are clear with what is expected of them, they will be more open to being coached”

Have you ever heard yourself on a call?

The players - your sales reps❏ Get their feedback first

❏ Ask sales reps “Why do you think coaching is important?”❏ Make sure they can explain what’s in it for them

❏ Ask sales reps “What does good coaching looks like?”❏ Put their ideas in the framework!

❏ Clearly set expectations❏ Sharing calls

❏ How can you improve your stats?❏ Wins (Home runs)❏ Competitor calls (Stealing bases)❏ Losses (Strike outs)

Poll 3: What are the attributes of a GREAT coach?EQ (Emotional Intelligence)

IQ (Smart)I’d like to holler something, please and thank you!

The coaches - your managersFind the Feeling

The coaches - your managers❏ Coaching should become a core competency/skill that requires development

❏ Identity focus - the importance of becoming a “coach”❏ Same question for managers: what makes a great coach?

❏ Growth mindset - establishing a method for improvement ❏ Reward growth and success

❏ How-to Framework ❏ Rep sends their Manager a call❏ Manager listens and notates the call❏ Manager meets with Rep for coaching session

Observe - Describe - prescribe

Slide Credit:

Steve Richard, CRO

ExecVision

The Owners - Your leadersFellowship (AKA The Hero's Journey)

The owners - your leaders❏ Motivating the change from the TOP

❏ Pay - Incentivize Coaching ❏ Find one RING THING to bind them all

❏ Promotion - Build new Hobbits habits to elevate performance❏ Call of the Month contest

❏ Praise - Rally the tribe ❏ Share the precious moments of greatness

When the leaders, coaches, and

players are all on the same path

A case studyThe story of AndyFearing the Trial Close

Dan, the Man(ager)

Andy, the B playerCall 1: Andy does not recap call nor trial close at the conclusion of his 1st calls

Call 2: Andy effectively recaps call and trial closes on the next call he sends me

Enabling your process

You cannot do this without the right tools

POLL 4: What is the primary tool you use/would use to support your coaching

process?CRMDialer

Call Coaching Tool

Remember dan and andy?

Removing the friction

“When the process is easy and the purpose is clear, the practice

becomes a priority.”

Continuous ImprovementUsing Lean Six Sigma

Principles

Coaching is a process❏ Define Success❏ Measure Results❏ Analyze Gaps❏ Improve in those areas❏ Control the results by establishing a process owner for coaching

POLL 5: What is the desired business outcome of a successful coaching environment?

More wins Better CX

Skilled reps

We need stats STATFun Fact: Stat is latin for statim which translates to “immediately”

Coaching stats ❏ How do we measure success?

❏ Quantitative data - by the numbers ❏ Call frequency and duration changes ❏ Talk time vs. listening❏ Accelerated funnel metrics

❏ Qualitative data - how do you measure an increase in SKILL?❏ More confidence (tonality) - swing for the fences!❏ Deal velocity/Stage Advancement (less stikes)

❏ Baseball analogy ❏ More conversions (hits)❏ More wins (home runs)

Why should coaching and 1-on-1s be two meetings?

What should coaching look like? ❏ Keep it simple to start - Insanely Simple

❏ Send manager a call❏ Meet with manager to review call

❏ Coaching Framework - BE PRESCRIPTIVE❏ Cadence/Frequency

❏ Everyone on the team gets one 30 minute face-to-face coaching/week

Get everyone involved in scoring calls❏ Peer feedback

❏ Senior managers/Directors

❏VPs and CSO/CRO

POLL 6: What kind of Sales contests do you have that are geared toward your Sales Managers?

President’s Club$ for Deals

Best Coach Award?

The coaching olympicsThe Event

❏ One day event❏ Leaders commit to 30 minute sessions as panelists

❏ Evaluate every manager that coaches sales reps❏ Coaches can't coach someone on their current team

❏ Calls are submitted before the event

❏ Coaches come in PREPARED

The Calibration Station❏ EVENT scorecard is built by the panelists

❏ Leaders from Sales

❏ Marketing

❏ Customer Service

❏ QA

❏ Learning and Development

❏ Scoring method is clear to everyone on the panel

The Experience❏ Clear who the strong coaches were

❏ Easy to understand why!

Our WinnerJordan Gaskill

Jordan won a weekend getaway on the company

The BUZZ of this event spread and bragging rights were established

Jordan became the go-to manager for advice on coaching

POLL 7: What type of event would you use to bring attention to coaching?

Best callBest Objection Handling

Yell something at me (I need ideas!)

“Give yourself and your team permission to be creative!”

POLL 8: When something new is working well, how do you keep it going?

Repetition Incentives

We Don't (YIKES!)

Survey your sales repsIf we ask Reps to do the heavy lifting we should include them in the feedback loop Here is an example of a simple 4 question survey:

❏ I send calls to my manager weekly - Always, Sometimes, Rarely, Never❏ My manager coaches me in a regular cadence - Always, Sometimes, Rarely, Never❏ My coaching happens at the right frequency - Too often, Just right, Not Often Enough, Rarely if ever❏ I’m feel like I am improving - Definitely, Getting There, Maybe, Not Really, Nope

Poll 9: What other departments do we need on the team to ensure success?

Customer SuccessMarketing

Other - you know the drill!

Cross-functional impact - XFI❏ Do cool things with transcription metadata

❏ FinTech Fun time ❏ Conversation Analytics and the Risk Team❏ Product Research by key words/phrases

❏ Get other customer facing teams involved in the fun ❏ Create a customer experience narrative

❏ Share Customer Service calls where sales reps were praised❏ Let conversations influence Marketing content❏ Build a XF SWAT Team to analyze competitor calls❏ QA finds teachable moments to reduce defects

POLL 10: What does a successful Coaching Culture look like?

Shiny Happy People A Culture of Sharing Winners All Around

When everyone is coaching - we are #winning

Your next stepHost your own

Brainstorming Session

FINAL POLL: What of what you saw today do you plan to bring back to your team to try?

Coaching OlympicsSales Rep Survey

All the Things

...and this presentation

The books that inspired this session

My coaches and the people who inspire me

Priscilla Winley Tara Walker Adam Behrens

Matt Bernhard Steve Richard Jay Acunzo

My Most Favorite Person At OnDeck

Thank you