Maximizing sales training ROI with eLearning. eLearning for sales training often fails due to lack of motivation, customization, spaced learning, reinforcement and measurement. Key success factors for eLearning include motivation, customization to skills gaps and business goals, spaced learning in manageable chunks, reinforcement through coaching and micro-learning, and using metrics to measure results. Sales coaching challenges include managers not knowing how to coach, not spending enough time coaching, and lack of consistent coaching processes.

1. Maximizing Sales Training ROI with
eLearning
Ray Makela Shelley Trout
With: Moderated by:
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2. Allego’s mission is to help sales and other professionals succeed by more
effectively accessing, mastering and utilizing knowledge. We accomplish
this with a mobile friendly sales learning platform that supports all three
pillars of modern learning: curriculum, reinforcement, and just-in-time. Our
proven Blueprint Methodology ensures that teams successfully adopt and
utilize our software. And our organization-wide commitment to customer
success is spearheaded by our Customer Success team.

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Click on the Questions panel to
interact with the presenters
www.elearninglearning.com/webinar-series/innovative-elearning-in-sales
www.salesprocentral.com/webinar-series/innovative-elearning-in-sales

4. About Ray Makela
Ray Makela is an author, speaker, and business executive with 25 years of management, consulting, and sales
experience. At Sales Readiness Group (SRG), Ray oversees all client engagements and the delivery of sales and
sales management training programs. He has delivered programs for clients such as Alcon/Novartis, AIG, Sysco,
Nielsen, Timken, Follett, Pandora, Ritchie Bros, HERE, Infor, Galderma and Walmart.
About Shelley Trout
Shelley went to UC Berkeley and majored in Anthropology & Archaeology. After working at the Center of Digital
Archaeology, she became fascinated with digital representations of personality and culture, and now leads Webinar
Production at Aggregage, providing some of the most interesting thought-leaders across a wide variety of industries with
a space to celebrate the diversity, depth, and experience of their professional cultures, personalities, and passions.

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2018 © Sales Readiness Group, Inc.
About SRG
• Award winning sales training company
• Customized sales & sales management training programs
• Industry leading training content and instructional design
• Comprehensive programs designed for sustainability
• Demonstrated track record of success

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2018 © Sales Readiness Group, Inc.
Selling skills – 34.5%
Product knowledge – 28.3%
Sales management skills – 13.9%
Company-specific knowledge – 12.8%
Industry knowledge – 10.5%
Source: ATD
Types of Sales Training

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2018 © Sales Readiness Group, Inc.
US Companies spend approx.
$20 Billion per year on sales
training (ATD)
Common Complaints
• No measurable increase in sales
• Didn’t change sales behaviors
• Training didn’t stick
Is Sales Training Effective?

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2018 © Sales Readiness Group, Inc.
Why Train Your Sales Team?
Develop team’s skills and change behaviors in
ways that will ultimately increase revenues
and ensure that goals are met.

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2018 © Sales Readiness Group, Inc.
Results
Behavior
Learning
Reaction
Donald Kirkpatrick, 1959
Is it producing a
business impact?
Can they apply it?
Did they learn
anything?
Did they like it? • Satisfaction surveys
• Referral score
• Knowledge check
• Quizzes
• Gamification
• Role plays
• Sales Coaching
• Practice Video, Surveys, Artifacts
• Sales analytics
• Business scorecard
• Financial results
Measurement
WHY?
WHAT?
HOW?

10. eLearning
Why does eLearning for sales
training often fail to achieve
the desired results?

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2018 © Sales Readiness Group, Inc.
• Motivation
• Customization
• Spaced learning
• Reinforcement
• Measurement
5 Key Success Factors
Measurement
Reinforcement
Motivation
Customization
Spaced Learning

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2018 © Sales Readiness Group, Inc.
• Pre-training skills
assessment
• Personal development plans
• Post-training certification
• Recognition
 Motivation – Internal

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2018 © Sales Readiness Group, Inc.
 Motivation – External
• Executive sponsorship
• Pre-training communication by senior executives
• Executive participation in delivery and reinforcement
• Participation by frontline sales managers
video webinar email

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2018 © Sales Readiness Group, Inc.
 Customization – Align Program Content
• Align program content with business goals
• Address specific skill gaps
• Customized role plays
• Skills application exercises
• “Look and feel” of presentation & program
materials

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2018 © Sales Readiness Group, Inc.
• Divide training into
manageable chunks
▪ Improve retention
▪ Better skills application and
adoption
• Better integrates with busy
schedules
• Improvements in enabling
technology
 Spaced Learning

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2018 © Sales Readiness Group, Inc.
 Spaced Learning | Delivery Methods
VILT BlendedILT On-Demand
• On-Demand can be leveraged before, during and after
classroom training
• Flipping the classroom has added benefits
• A blended program provides best mix of efficiency,
engagement and ability to support behavior change

17. POLL
What is your primary method for
delivering sales training?
1. Instructor-led classroom training
2. Virtual instructor-led training
3. eLearning (self-paced)
4. Training books & manuals
5. Other

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2018 © Sales Readiness Group, Inc.
• Tools & job aids
• Reinforcement sessions
• Personalized coaching
sessions
• Micro-learning
• Certification
 Reinforcement

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2018 © Sales Readiness Group, Inc.
• Before training to “flip the
classroom”
• After training to support
reinforcement
• Training in a box
• Resource library
• Just-in-time coaching
 Reinforcement—eLearning

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2018 © Sales Readiness Group, Inc.
• Coaching culture
• Sales simulations
• Call observation
• Coaching conferences
• Video challenges
• Personal development plans
 Reinforcement–Sales Coaching

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2018 © Sales Readiness Group, Inc.
High-Impact Managers are:
• Nearly 3 times more likely
to participate in sales
coaching training than low
performing organizations.
• Invest more of their time
coaching
Sales Coaching Insights
2017 Sales Management Research Report, Sales Readiness Group Inc

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2018 © Sales Readiness Group, Inc.
Download Sales Management Report
Download at:
bit.ly/srgsmreport

23. Sales Coaching
Challenges
What do you think are the
most common reasons
managers do not provide
their reps with enough
coaching?

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2018 © Sales Readiness Group, Inc.
• Don’t know how to coach
• Not spending enough time
coaching right reps
• No consistent coaching
process
• Coaching is viewed as
remedial or confrontational
Common Sales Coaching Challenges

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2018 © Sales Readiness Group, Inc.
Results
Behavior
Learning
Reaction
Donald Kirkpatrick, 1959
Is it producing a
business impact?
Can they apply it?
Did they learn
anything?
Did they like it? • Satisfaction surveys
• Referral score
• Knowledge check
• Quizzes
• Gamification
• Role plays
• Sales Coaching
• Practice Video, Surveys, Artifacts
• Sales analytics
• Business scorecard
• Financial results
Measurement
WHY?
WHAT?
HOW?

26. Key Takeaways
✓ Clearly define training objectives
✓ Focus on motivation
✓ Customize for relevancy
✓ Leverage spaced learning
✓ Reinforce w/ coaching & eLearning
✓ Use realistic metrics to measure results

27. “YOUR”
Key Takeaways
What was “YOUR” most
important key takeaway from
this session?

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Q&A
Shelley Trout
With: Moderated by:
CEO, Sales Readiness Group
LinkedIn page: /in/raymakela/
Twitter ID: @RayAMakela
Website: www.salesreadinessgroup.com
Webinar Production, Aggregage
LinkedIn page: /in/shelleytrout/
Twitter ID: @hrposts / @recruitingbrief
Website: www.aggregage.com
Ray Makela
www.elearninglearning.com/webinar-series/innovative-elearning-in-sales
www.salesprocentral.com/webinar-series/innovative-elearning-in-sales

29. THANK YOU