Delivered at ASTD ICE 2013.

1. Transform SALES Results with
Effective LEARNING Systems
Mike Kunkle
ASTD Sales Enablement Track
Mike Kunkle
Transform Sales Results with Effective Learning Systems

2. Mike Kunkle
Transform Sales Results with Effective Learning Systems 2
Sales training is not
delivering results

3. Mike Kunkle
Transform Sales Results with Effective Learning Systems 3
Sales needs your help
more than you think

4. • Current state of
sales training
• Viewpoint of
sales leaders
Transform Sales Results | Effective Learning Systems
Agenda
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Hope
Reality
4

5. Mike Kunkle
Transform Sales Results with Effective Learning Systems 5
Sales training can
have a massive impact

6. Framework
• Effective learning
systems
• Business integration
and alignment
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Agenda
Content
Design
Managers
Transfer
Coaching
Measures
Perf. Mgt.
Integration &
Alignment
6

7. Mike Kunkle
Transform Sales Results with Effective Learning Systems 7
I’m going to arm you to
have a conversation
with Sales leaders

8. Mike Kunkle
Transform Sales Results with Effective Learning Systems 8
I’m going to arm you to
make a difference
with Sales results

9. The Goal:
• Arm you…
• to apply this content...
• to improve sales training
results…
• at your company.
Transform Sales Results | Effective Learning Systems
Objective
Mike Kunkle
Transform Sales Results with Effective Learning Systems 9

10. Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Framework + The Big Three
Content
Design
Managers
Transfer
Coaching
Measures
Perf. Mgt.
Integration &
Alignment
10
Framework

11. Mike Kunkle
Transform Sales Results with Effective Learning Systems 11
The Big Three…

12. Mike Kunkle
Transform Sales Results with Effective Learning Systems 12
1. Build content based on
differentiating top-producer
practices
2. Engage managers in content,
training, coaching and
performance management
3. Develop a change plan and
execute it with discipline

13. Mike Kunkle
Transform Sales Results with Effective Learning Systems 13
1. Build content based on
differentiating top-producer
practices
2. Engage managers in content,
training, coaching and
performance management
3. Develop a change plan and
execute it with discipline

14. Mike Kunkle
Transform Sales Results with Effective Learning Systems 14
1. Build content based on
differentiating top-producer
practices
2. Engage managers in content,
training, coaching and
performance management
3. Develop a change plan and
execute it with discipline

15. The Current State of Sales Training
A funny thing happened on the way to my sales training class…
15
Mike Kunkle
Transform Sales Results with Effective Learning Systems

16. • From ASTD’s Report “The State of Sales Training, 2012”
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Training
16
58%94%
Job better? Meet goals?

17. • From ASTD’s Report “The State of Sales Training, 2012”
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Training
17
Relevance?

18. • From ASTD’s Report “The State of Sales Training, 2012”
Mike Kunkle
Transform Sales Results with Effective Learning Systems 18
Transform Sales Results | Effective Learning Systems
Current State: Sales Training
CONTENT HRs
Overall, still more product training than skills.
Where is “business acumen?”
17-32%
27-52%

19. • From ASTD’s Report “The State of Sales Training, 2012”
Mike Kunkle
Transform Sales Results with Effective Learning Systems 19
Transform Sales Results | Effective Learning Systems
Current State: Sales Training
OBSTACLES

20. The Current Viewpoint
of Sales Leaders
A funny thing happened during my 18 month tenure…
20
Mike Kunkle
Transform Sales Results with Effective Learning Systems

21. • From CSO Insights’ 2013 Sales Performance Optimization Survey
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Sales Training’s Customer
21

22. • From CSO Insights’ 2013 Sales Performance Optimization Survey
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
22

23. • Ramp-up & Compensation
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
23

24. Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
45%
From CSO Insights
24
Let’s review some “Needs
Improvement” categories
together.
Game Plan
• I’ll set it up
• You shout ‘em out!

25. Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
47%
25

26. Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
42%
26

27. Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
44%
27

28. Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
43%
28

29. Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
33%
29

30. Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
31%
30

31. Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
40%
31

32. Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
67%
32

33. Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
From CSO Insights
67%
33
Link Training to Strategy

34. • From the Sales Management Association’s B2B Sales Change Study:
34
Transform Sales Results | Effective Learning Systems
Current State: Sales Leader Viewpoint
#1
Mike Kunkle
Transform Sales Results with Effective Learning Systems

35. A Few Other Data Points
Matchmaker, Matchmaker, make me a match…
35
Mike Kunkle
Transform Sales Results with Effective Learning Systems

36. • CEB: Prospects are 60% through their buying decision
when they contact a sales rep... prospects need insights,
not information
• Sirius Decisions: The greatest inhibitor to sales growth is
the inability of reps to communicate value
• Forrester: 12% of sales calls add value (execs surveyed)
• Sales Benchmark Index: 28% of sales are Won. 14% are
Lost. 58% of deals end in No Decision.
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Sales Does Needs Your Support
36

37. • 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.
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
But Sales Training Often Fails to Deliver
37

38. Mike Kunkle
Transform Sales Results with Effective Learning Systems 38
Use this data as a
springboard to have
a conversation with
YOUR Sales leaders

39. Solutions
Framework, meet The Big Three. The Big Three, meet Framework
39
Mike Kunkle
Transform Sales Results with Effective Learning Systems

40. Framework
• Effective learning
systems
• Business integration
and alignment
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
The Solution: Framework + The Big Three
Content
Design
Managers
Transfer
Coaching
Measures
Perf. Mgt.
Integration &
Alignment
40

41. Mike Kunkle
Transform Sales Results with Effective Learning Systems 41
1. Build content based on
differentiating top-producer
practices
2. Engage managers in content,
training, coaching and
performance management
3. Develop a change plan and
execute it with discipline

42. Mike Kunkle
Transform Sales Results with Effective Learning Systems 42
1. Build content based on
differentiating top-producer
practices
2. Engage managers in content,
training, coaching and
performance management
3. Develop a change plan and
execute it with discipline

43. Mike Kunkle
Transform Sales Results with Effective Learning Systems 43
1. Build content based on
differentiating top-producer
practices
2. Engage managers in content,
training, coaching and
performance management
3. Develop a change plan and
execute it with discipline

44. Past Results
• $398MM revenue increase, $9.96MM net 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 processing efficiency (order pull-through) 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 (avg. revenue increase of $36.6MM in 12 months).
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Why bother? Here’s why…
44

45. • Top producer practices
– Sales process | Buying process
– Sales methodology
– Performance levers* (80/20 rule)
– Gap analysis | Differentiators
– Continue | Start | Stop.
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Solution: The Right Content
* My performance lever methodology for later reading: http://slidesha.re/PerfLevers082011
45

46. • Process, not events
• Chunk, sequence, layer
• Separate knowledge and skill
• Elearning, vILT, ILT blends
• Learning support
• Performance support
• Build in accountability.
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Solution: Learning Design
46

47. • Involve in rep program design; gain buy-in
• Assess top manager performers
• Manager gap analysis | Differentiators
• Develop very-specific coaching programs
– 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 Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Solution: Front-line Manager Engagement (FLM)
47

48. • 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 Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Solution: Planned Transfer
48

49. • Train managers first on rep programs &
sales coaching
• Managers monitor rep progress through
learning
• Managers attend ILT with their reps as an
in-class coach
• Managers guide reps, post-curriculum
• Managers reinforce, train and coach as
taught.
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Solution: Coaching Excellence
49

50. • Agree on lead and lag indicators 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 Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Solution: Metrics & Measures
50

51. • Beyond manager support for learning,
training & coaching
• Establish a cadence of Check-Ins
– 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 Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Solution: Performance Management
51

52. • Who’s on first? (Responsible for managing sales methodology & processes?)
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Solution: Integration & Alignment
52

53. • Link training to business strategy
• Ask for top-down support
• Establish clear roles & responsibilities
• Communicate 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 Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
Solution: Integration & Alignment
53

54. Sales Force Effectiveness
• Sales Process
• Sales Methodology
• Sales Coaching
• Opportunity Management
• Key Account Management
• Performance Management
Mike Kunkle | November 2012
Sales Force Strategy
• Quota Setting
• Sales Force Sizing
• Sales Force Structure
• Sales Compensation
• Channel Management
Marketing Alignment
• Products | Pricing
• Lead Generation
• SEO / SEM
• Campaigns | Promotions
• Marketing Automation
• Social Media
Sales Operations
• CRM / SFA
• Sales Analytics
• Reporting
• Resource Allocation
• Deal Analysis
• Win/Loss Analysis
Sales Talent Management
• Selection
• Onboarding
• Product Training
• Sales Training
• Business and Financial Acumen
• Professional Development
Sales Enablement
• Customer Experience Management
• Buyer Profiling
• Sales Messaging
• Sales Support
• Other Technology Tools
Sales Force Transformation
+
Performance Lever Alignment
Transform Sales Results | Effective Learning Systems
My Big-Picture, Holistic Path to Sales Transformation
54
More on Performance Levers:
http://slidesha.re/PerfLevers082011

55. Framework
• Effective learning
systems
• Business integration
and alignment
Mike Kunkle
Transform Sales Results with Effective Learning Systems
Transform Sales Results | Effective Learning Systems
How Sales Training Fits In
Content
Design
Managers
Transfer
Coaching
Measures
Perf. Mgt.
Integration &
Alignment
55

56. Mike Kunkle
Transform Sales Results with Effective Learning Systems 56
1. Build content based on
differentiating top-producer
practices
2. Engage managers in content,
training, coaching and
performance management
3. Develop a change plan and
execute it with discipline

57. Mike Kunkle
Transform Sales Results with Effective Learning Systems 57
1. Build content based on
differentiating top-producer
practices
2. Engage managers in content,
training, coaching and
performance management
3. Develop a change plan and
execute it with discipline

58. Mike Kunkle
Transform Sales Results with Effective Learning Systems 58
1. Build content based on
differentiating top-producer
practices
2. Engage managers in content,
training, coaching and
performance management
3. Develop a change plan and
execute it with discipline

59. Transform Sales Results with
Effective Learning Systems
APPENDIX
59
Mike Kunkle
Transform Sales Results with Effective Learning Systems

60. 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
16 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 At one company, as a result of six projects, he and his team delivered an accretive $398MM in revenue,
year-over-year.
o 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.
• As of January 2013, Mike is the Director of New 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.
Reporting to the Chief Strategy Officer, Mike plans to integrate the latest thinking and
technology from learning and development and sales force effectiveness to better serve
Richardson's clients. If you're not familiar with Richardson:
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.
o For the fifth consecutive year, Richardson has been named to the Top Sales Training Companies list
from Training Industry, Inc.
o See: http://www.richardson.com and http://blogs.richardson.com.
• Mike freely shares his personal sales transformation methodology at conferences and
online at http://slidesha.re/PerfLevers082011 and can be reached through his blog or on
LinkedIn, Twitter, and Google+.
Mike Kunkle
Transform Sales Results with Effective Learning Systems 60
Transform Sales Results | Effective Learning Systems
About Mike – http://about.me/mike_kunkle
Let’s get
connected!

61. 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
CSO Insights:
• 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-training-companies.aspx
Mike Kunkle
Transform Sales Results with Effective Learning Systems 61
Transform Sales Results | Effective Learning Systems
Appendix: Some Resources to Explore
Mike’s Performance Lever Work:
• http://slidesha.re/PerfLevers082011

62. Remember…
Yes, there’s more for later:
But the Framework is your start:
And The Big Three is the top focus:
Mike Kunkle
Transform Sales Results with Effective Learning Systems 62
Transform Sales Results | Effective Learning Systems
Transfer | Next Steps
1. Content from top-producer practices
2. Engage sales managers
3. Develop and execute a change plan

63. Mike Kunkle
Transform Sales Results with Effective Learning Systems 63
YOU can
Transform Sales Results
with
Effective Learning Systems!