Webinar: Training Sales Reps - How to Turn New Hires Into Standouts
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Growing your sales team? Join DataFox Sales Director Ben Brockland for some tips, tools, and playbooks for training a growing sales team.
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Webinar: Training Sales Reps - How to Turn New Hires Into Standouts
- 1. Training Sales Reps How to Turn New Hires Into Standouts Ben Brockland Director of Sales DataFox @BenBrockland Bastiaan Janmaat CEO DataFox @bastiaanjanmaat
- 2. Agenda 1. First few weeks 2. Tips and tricks 3. Sales playbook 4. Metrics and dashboards
- 3. Training is more important than ever Source: The Bridge Group 3
- 4. Training is more important than ever Rep Tenure @ Hire Pat 1.7 years Alex 3.5 years George 1.5 years Amelia 0 years Brooks 0 years Team 1.3 years Source: The Bridge Group 4
- 5. Training impacts recruiting “What type of a training program do you have in place?” - Amelia (SDR) “What do the first few weeks look like?” - Pat (BDR) 5
- 6. Before the first day Before Day 1 • Calendar the whole first week • Send blog posts & sales playbook 6
- 7. Set the tone for speed, Day 1 First day • Desk, phone, email, etc… already set up • Upfront contract with goals and deliverables 7
- 8. First 2 weeks at DataFox Week 1 • 28 hours - Classroom training • 10 hours - Call shadowing Week 2 • Shadowing – Customer success, role-specific, AEs • Get on the phones 8
- 10. Non sales training • Engineering – 6 hours / Marketing - 3 hours • Confidence booster while on the phone • Enables new hires to find their own answers • Everyone gets to know the team 10
- 11. Tool habits 11
- 12. Where can I find…. 12
- 13. Sales playbook • Targeting & Qualification • Messaging • Customer Archetypes & Use Cases • Know your Competition • FAQs & Objection Handling 13
- 14. Sales playbook • Targeting & Qualification • Messaging • Customer Archetypes & Use Cases • Know your Competition • FAQs & Objection Handling 14
- 15. Bite-sized and full-meal messaging 15
- 16. Sales playbook • Targeting & Qualification • Messaging • Customer Archetypes & Use Cases • Know your Competition • FAQs & Objection Handling 16
- 17. Top customers, why did they actually buy? 17
- 18. Sales playbook • Targeting & Qualification • Messaging • Customer Archetypes & Use Cases • Know your Competition • FAQs & Objection Handling 18
- 19. The hardest question new SDRs face 19
- 20. You can’t improve what you don’t measure. Build dashboards accordingly. 20
- 24. Now when you have some time 24
- 25. Own results that get to quota 25
- 26. Mistakes we made • Customer success call shadowing • Calendar ongoing training • Single POC for ownership on call shadowing • Deal reviews on major customer wins 26
- 27. Easy wins • Set the tone for speed early • Waterfall approach with dashboards on priorities • Tear sheets on the desk 27
- 28. Q & A Ben Brockland Director of Sales DataFox @BenBrockland Bastiaan Janmaat CEO DataFox @bastiaanjanmaat
Notas del editor
- -Today we’re going to cover off on a few topics -Getting a new hire onboarded -All the way through ramped up and attaining quota
- -Read The Bridge Group study a few months back -They put out great research across all facets of sales development orgs -Average sales experience coming into an sdr org is down from almost 2.5 years to 1.3 years -Heavy demand for sales dev orgs is driving this TRANSITION -Figures looked aggressive so wanted to see how this looked in our sales org
- -Results were bang on, we sit right at 1.3 years as well -Making our first few hires with tenured experience allowed us to hire out of industry TRANSITION -Given how important this is becoming let’s jump into the execution
- -Strong candidates from good organizations value strong training -When their other options are Salesforce + Google know this is an important part of their career -Strong answer to this question will help ensure the right candidates come in the door
- -Training and company rigor starts before they arrive -Reading list lets them soak all of this in and shifts the mind set
- -REMEMBER YOUR FIRST DAY -Huge psychological importance here > Remember when you started a new job, didn’t know what the deal with lunch was? -The first day is tough, you don’t know anyone, don’t know what you’re doing, etc -Last thing a new hire needs to worry about is not having their computer login info, access to wifi, etc… -Provides the first impression that we’ve been waiting for you and we’re ready to go!
- Week 1: -Engineering: 6 hours -Operations + Company Vision: 3 hours -Customer Deep dives, competitors, process, sales: 19 hours -Rough framework and we’ll get into specifics
- -Need to give your new team mate a map -This is your path to success -Don’t know what you don’t know -Allow constant iteration on votes from new hires, especially as TRANSITION -As much as you can document still core training that sits outside of it
- -all about confidence > You won’t have to answer questions about machine learning or data analytics but equip w/ knowledge -enable employees to know who to ask what across the other orgs -create relationships across other functions -We find this is one of the biggest reasons people join startups instead of google or salesforce TRANSITION -As familiarize w/ the org there are small nuances that shouldn’t be overlooked
- -These are all things used differently by different organizations -Some won’t have experience to any of these -Especially for us when we hire out of industry -I used to work at Salesforce > could like a post to acknowledge -How does our org use these
- -Especially important in the sales function -One of the hardest parts is triaging through information -Really important to make discovery of resources easy TRANSITION -Switch gears into how all this surfaces in the sales playbook
- -These are the most important chapters of our playbook -New team mates who did well got up the curve on these quickly TRANSITION -We’ll jump into a few of these
- -This is the time they will know the least about your company but be talking the most about it -New team members are having more conversations externally now than at any point -Important to equip for sales calls but even more important for their network -What do you say to someone if you want to keep them moving? -What do you explain to someone in more depth
- -Your team has worked hard to win new customers -Worked even harder to get logos and quotes approved for the website -Nitty gritty in the sales playbook on why they really bough -Who the buyer internally was, who else got involved -Who did we compete w? -Why did we win? -Arm them for pattern recognition
- -FAQs are going to vary by an org
- -What’s important is singling out a few that your tenured reps hear the most -New hires tend to be excited to have an answer to something! -Make it easy on them to get over the questions they’ll hear every day TRANSITION -Armed w/ all this info how do we now measure and coach to it
- -Easy framework to prioritize their day early on
- -One first in / first out is complete what next?
- -Get through top tier priorities now fill your day -Importantly provides a framework on how to spend your time to be successful
- -Enable reps to see the framework for success
- -Despite all the work we’ve put in surely mistakes we’ve made along the way