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How to get salespeople to care

How to get salespeople to care

Trenton Bloom, Senior Manager, Global Sales Enablement @ Zendesk

Sales Enablement Collective

November 18, 2020

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  1. Sales People Don’t Give a $H#T Feb 7, 2020 TRENTON

  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

  16. None
  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

  24. None
  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 =

  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

  44. None
  45. Be the filter. Be the change. Be the leader.

  46. What WE do

  47. None