“Productivity is never an accident. It is always the result of a commitment to excellence,
intelligent planning, and focused effort.”
–Paul E. Meyer
“Where have you or do you plan to invest to improve sales productivity?”
That’s what we asked the participants of our 2014 MHI Research Institute Sales Performance and Productivity Study. Investments in improving process, skills or competency training (81%) and investments to improve product knowledge, market and competitive intelligence (82%) are the leading investments for 2014 and 2015.
We will focus today on the enablement topics. The other productivity investments in sales operations, sales technology and sales managers will be discussed in Part 2 and Part 3 of this series.
No training without content, no content without training
These investment areas cover both, knowledge transfer and behavioral change. The former is primarily addressed with content services, the latter with training services. But two one-way roads in parallel don’t lead to more productivity. These services have to be connected to create value instead of noise. Connecting the dots is important to make sure that content and messaging for the salespeople are customer-focused and consistent at any time, without redundancies and gaps. Providing content alone is not enabling the salesforce. Enablement has to make sure that people learn how to use different content resources effectively. For sales training, it is essential that the supporting content is available, on-demand. Product training has to be well aligned with enablement content and client-facing content. Connecting the dots sounds simple, but it is a huge challenge, especially in larger organizations where different functions contribute to these services. If so, enablement is ideally positioned to take on the orchestrating role across different functions with the bigger picture in mind and knowing what salespeople need.
Connecting the dots between content and training
Regarding knowledge, content is the leading enablement service (portfolio, industries, competitors, customers, internal, etc.). Training comes into play in two ways: First, product training should build on the internal and client-facing content that salespeople will use later on, regardless which function is responsible to provide product training, as mentioned above. Orchestrating that is enablement’s responsibility. Second, some pieces of content, such as newly designed playbooks, content packages or new ROI or other sales tools, require a “how to use” training service, to make sure that people understand how to use these resources effectively. Short video clips are the first step to making a big difference in terms of value and adoption.
Training on skills, competency and processes is more focused on behavioral change. Content has a supporting function. Nevertheless, salespeople should have access to this supporting content at any time, but in a valuable way. Providing supporting content in small chunks when needed (depending on the stages of the opportunities salespeople work on) creates add-on value. The next step would be to create small, on-demand training modules to refresh what has been learned, depending on the sales person’s selling context.
Stay tuned: Part 2 will cover investments in sales operations and technology.
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