How Can I Get Better ROI from My Selling Skills Training? 10 Actionable Ways!
By Michael J Griffin
6 minute read
Some of our customers expect that when they send their salespeople to our ELAvate Sales Training, they immediately become super salespeople after a two-day workshop. Not true!
Selling Skill Improvement is not a “Microwave” activity, but rather a consistent “Crock Pot” process of a selling skills workshop followed by Effective Sales Manager Coaching with Measurable Reinforcement Activities.
Research from Harvard and AchieveGlobal has clearly determined that the biggest impact on positive selling skill training ROI is how active is the sales manager in post-workshop coaching reinforcement of his/her salespeople.
Big Idea
Conducting selling skills training workshops without monthly observable, measurable coaching and reinforcement activities is a waste of sales training investment.
ELAvate has seen two real-life examples, one positive and one negative on this “Big Idea.” A Japanese MNC has employed our sales training and implemented a sales manager coaching scorecard of KPI’s that reinforce and improve selling skills to increase revenue. Over the past two years, this MNC has exceeded sales revenue targets across seven Asian nations.
The not so effective example is an Indonesian JV with a North American MNC. ELAvate B2B selling skills training has received a 97% approval by the workshop participants that our B2B selling skills will improve their job performance. However, the JV has not met their projected 2024 sales revenue target. So, blame the training? Our company conversations with sales leaders has uncovered that the sales managers are not practicing consistent, effective sales coaching. This poor sales coaching culture has led to less than optimal training ROI and a degree of cynicism among the sales team that manifests itself with very high salespeople turnover. ELAvate is working with this company to improve their sales coaching culture that can lead to measurable results, increased sales, and reduced salesperson turnover.
What can you, as a sales manager, do to ensure an excellent training ROI and increased sales revenue from your sales training curriculum? Here are a number of activities ELAvate has found that sales managers can implement to motivate salespeople to skillfully increase revenue and improve customer loyalty. As you read this list, ask yourself, how effective is your sales organization for each. Note some activities are easier to implement than others.
Train Sales Managers as Effective Sales Coaches. ELAvate believes this training gives the sales organization the biggest return on sales training investment. However, the next activity (No. 2) is crucial for sales coaching to get results. It is amazing how many sales managers are crippled by poor sales coaching. ELAvate Sales Coaching may be part of the solution.
Develop Sales Manager Balanced Scorecards. The KPI’s for this scorecard are mostly leading indicators of sales coaching or management. ELAvate has examples of scorecards they have developed and can share with you if needed. Scorecards provide transparency and the basis for recognition, feedback and improvement to drive sales.
Conduct Monthly Role Plays. Only 20% of sales organizations practice this activity to boost selling skills, product knowledge, and salesperson confidence. These sessions are better done with your sales team so all can learn and practice giving feedback to their peers. Think about how much time famous sportspeople or astronauts practice before embarking on their mission!
Regular Joint Observation Sales Meetings. Sales managers who are motivated to regularly go on joint sales meetings with their salespeople to meet customers are more successful (Chally Group research). The purpose of these joint visits is to observe the salesperson’s skills, product knowledge, and communication so as to give feedback after the sales meeting is over.
Employ AI to improve Selling Skills, Process and Knowledge. ELAvate has embarked on integrating AI into their sales training workshops and reinforcement. Our AI models can simulate real customer interactions based on a person’s selling skills and product knowledge, and give measurable feedback scores to the salesperson with actionable follow-up improvement. WOW!
Conduct Regular Mastery Tests and Team Competitions. These are easy to do with the intent of motivating salespeople to return and study selling skill materials or improve their knowledge of product features and benefits for existing or new product launches. Tests can be administered to individuals or team competitions using “Jeopardy” or “Family Feud” formats.
Employ Reputable Assessments. Conducting third party assessments and profiles is an excellent way to gain clarity of both salespeople’s or sales managers’ competence and motivations. Using profiles with coaching observations can provide the foundation for skill development plans for improvement. ELAvate recommends TTISI, Chally, Gallup and Harrison assessments.
Use Structured Planners. Training sales managers to coach using structured planners can increase salesperson win rates and accelerate sales cycles. Our successful clients use our B2B Sales Meeting Prep planner, the Key Account Strategies Planner, and the ELAvate Sales Negotiation Planner. We also have planners for salesperson development, collaborative performance reviews, and conducting focused interviewing.
Involve Senior Director or Business Owner Executive in Signaling. Get your company directors involved in sales and award recognition sessions, and possibly doing a quarterly video that links corporate strategy to sales performance.
Use Sales Manager 360 Competency Surveys. Getting solid feedback to your sales managers on their sales coaching and management competence can be a big lid lifter for driving sales revenue. These 360 surveys also provide valuable information how to invest in sales manager and sales team training, getting a better return on dollars spent. ELAvate has been using this tool for over 30 years across Asia.
To start, choose two or three of these activities to start as they alone can better improve the ROI of your sales training investments. You may contact me for no obligation advice on how to get started.
Michael J Griffin
CEO and Founder of ELAvate
Global Sales Productivity Consultant
Korn Ferry Associate Sales Trainer
michael.griffin@elavateglobal.com
+65-91194008 (WhatsApp)