How to get salespeople to care

Trenton Bloom, Senior Manager, Global Sales Enablement @ Zendesk

Transcript

1. Sales People Don’t Give a $H#T Feb 7, 2020 TRENTON BLOOM
2. Trent Bloom Sr. Manager, Global Sales Product Readiness Global Chat AE Zendesk AE Growth Marketing Global Enablement and Chat Specialist Manager, Global Sales Enablement
3. What do I do? Support 800+ Person GTM Org (majority in Sales) Ensure our GTM org is consuming and delivering product information effectively Develop strategy for product positioning Deliver product training at scale based on identified gaps within our organization
4. “What are the top 2 things you hate about enablement?” I asked 50 AEs: “Enablement pretends to know what sales is like.” 78% agreed... This assumes they’re through new hire training “Enablement content is often not relevant.” 86% agreed... Why this topic?
5. • 75% of 1,500 managers surveyed from across 50 organizations were dissatisfied with their company’s Learning & Development (L&D) function; • 70% of employees report that they don’t have mastery of the skills needed to do their jobs; • Only 12% of employees apply new skills learned in L&D programs to their jobs; and • Only 25% of respondents to a recent McKinsey survey believe that training measurably improved performance. Why this topic?
6. 3 Enablement Focus Areas Q/A Today’s Expectations Introduction Clap? :) 1 2 3 4 5
7. San Francisco 150,000+ 17 San Francisco Madison São Paulo Montreal 3,600+ Copenhagen Dublin London Montpellier Berlin Krakow Singapore Manila Tokyo Bangalore Melbourne EMPLOYEES HEADQUARTERS PAID CUSTOMER ACCOUNTS GLOBAL OFFICES AMER EMEA APAC
8. Problem: We need to train AE’s on our professional service offerings Requested “need” for training: Live training ASAP Why: Our pro-serv revenue is down
9. “But, sales people don’t give a $H#T…”
10. Let’s focus on ✋ key areas
11. Our delivery was below average Our enablement content stunk Our training lacked relevance and proof of importance
12. What do YOU want to get from my session? (Write them down)
13. What do I hope you’ll gain from today… • 1-2 tactics • Confidence • Time saved
14. Our training lacked relevance and proof of importance
15. 7 days
17. 1 How often can the training/content be applied and/or used? 2 Is it part of their sales process? If yes, what will it impact?
18. 1 7 14 One- pager Live Training + Content + Cert Day Day Day This assumes they’re through New Hire Training 7 day rule Battle-card Short-video Recording HC Article Content In-person Zoom + Recording Deck Cert
19. What are some ways you can establish topic relevance?
20. Deal lost reasons EXAM PLES # of objections (competitive, pricing, feature gap, etc) # of times a question has been asked Customer feedback Have you checked any of these?
21. technology.
22. 15% 40% 20% 5% 15% 5% Hit Quota Missed Quota Indicate greatest opportunity to impact Zero to Hero Method Use those reps as an example to the potential impact of the training!
23. Our enablement content stunk
25. Idea Research Testing Product Marketing Sales Enablement Sales Reps Where does it start? Sales Content... S A L E S F I L T E R Sales Readiness Solution: PUT THIS IN PLACE
26. Intake documentation Consumption framework Review team Minimum delivery requirements Establish...
27. Intake documentation Establish...
28. Consumption framework Establish... Who’s consuming it? Why do they NEED to consume the content? How should they be consuming the content?
29. Skim Swim Dive
30. Skim = Battlecard Swim = +Live Webi (exp.) Dive = ++Cert
31. Review team Establish... Tiger Team Do we feel the rep will accomplish one of the following after content/training consumption: 1. Develop a new skill 2. Understand and deliver a new concept 3. Consult a customer on the content being trained on 4. Point a customer in the direction of content
32. Minimum delivery requirements Establish...
33. Our training and delivery might be below average
34. Training and Delivery Only 12% of employees apply new skills learned in L&D programs to their jobs
35. Expertise
36. Would you rather be trained by:
37. Story Telling
38. Facts Tell Stories Sell Experts Prove
39. Application
40. Get your audience through the first attempt.
41. Manager Coaching Document
42. Our delivery was below average Our enablement content stunk Our training lacked relevance and proof of importance
43. Did we gain… • 1-2 tactics • Confidence • Time saved
45. Be the filter. Be the change. Be the leader.
46. What WE do