10 Ways to Make Sure Training "Sticks" & Leads to Behavior Change

Challenge: Rolling out a new sales methodology to move from push/pitch selling to consultative selling requires a complete sales force behavior change.

• How can we embed the new methodology in daily work and ensure adoption of desired behavior?

• How can we encourage top sellers to change their behavior when they are already successful?

• How do we overcome fear and other obstacles for achieving our goals?

• How do we measure success?

Ericsson

40 % of all mobile phone calls passes through our systems

100 000 employees

Global with presens in 180 countries

10 regions with a large mandate

10 Ways to Make Sure Training "Sticks" & Leads to Behavior

Change

“Way” #1:Anchoring with Top Management

Sales Methodology A phased

implementation within regionsPhase one - Awareness•Regional Mgmt meeting•Regional Pilot •Regional Executive event

Phase two - Train•SPIN Selling•Sales Opportunity Creation

Phase three - Embed•Coaching in SPIN and SOC•Reinforcement

Secure stickiness•Regional assessment

Awareness

2 month

Training

3 – 12 month

Embedment

> 12 month

1

2

3

4 Assessment

A behavior change is requiredA behavior change is required

10 Ways to Make Sure Training "Sticks" & Leads to Behavior

Change

“Way” #2:Pilots to create Buy-in

10 Ways to Make Sure Training "Sticks" & Leads to Behavior

Change

“Way” #3:Structured communication to create “buzz”

Communication

• CEO video

• CMO video

• Generic Communication Packages

• Learning collaboration tool

• Sales Methodology homepage

• CEO video

• CMO video

• Generic Communication Packages

• Learning collaboration tool

• Sales Methodology homepage

Communication

10 Ways to Make Sure Training "Sticks" & Leads to Behavior

Change

“Way” #4:Integrate method into existing “Ways of

working” and sales tools

Sales Methodology vs Sales Process

Lead generation

Method

– How?

Process Mandatory Activities

– What? BBTSUpsideReviewKIA

Qualify Sales Opportunity

Create Proposal

Close DealContract

HandshakeContract Mgmt

Value Creation /Create Opportunity

SDP1 SDP2 SDP3

Sales Methodology Effectiveness

Efficiency Sales Process

10 Ways to Make Sure Training "Sticks" & Leads to Behavior

Change

“Way” #5:Coaching is KEY

PRODUCTIVITY IMPACT OF TRAINING COMBINED WITH COACHING

Combining training with coachingimproves returns fourfold relative totraining alone

22%

88%

Trainingalone

Training andcoaching

Source: Sales Executive Council research

STAR MANAGERS AND THEIR TEAMS

Star managers make up roughlythe 20% of sales managerswhose teams overachieves on aconsistent basis. One of the starmanagers’ main qualities is thatthey place greater emphasison coaching and mentoringtheir reports.

Source: Sales Executive Council research

10 Ways to Make Sure Training "Sticks" & Leads to Behavior

Change

“Way” #6:Assessments

ASSESSMENTS

Self assessment

Virtual assessment of behavior

10 Ways to Make Sure Training "Sticks" & Leads to Behavior

Change

“Way” #7:KPI´s and measurements connected to

incentives

Line-of-sight SPIN and SOC – measurables (KPI’s)

LearningSolution

BusinessObjective A

OperationalObjective

1Job

PerformanceObjective

1Learning

Objective

• The Sales Methodology approach is aligned with our Sales & Marketing tools and processes

• Decreased cost of sales measured by OPEX/NS

• Increased hit rate per region

• Shorter sales cycle

• Increased Customer Loyalty (Result of “Thinking of the future” in CSR)

• GROWTH in share of pocket

• Increased top and bottom line

• Be regarded as Value provider (Result of “Business Partner” in CSR)

• Be able to use the SPIN skills. Measured in assessments and ability to prepare the Call plan and the Key Player Map .

• Able to complete the “Sales Opportunity Creation One pager”

• Increased hit rate for account

•Be able to identify competitive differentiators and using them efficiently (registered in the SOC One pager)

•Number of participants per target audience and region

• Evaluation score not lower than 4.8 (of 6)

Level 4’Organizational Results’

Level 3’Indiv Perf’

Level 2’Learning’

Level 1’Satisfaction’

Included in level 1 evaluation

© Ericsson AB 2009 | Ericsson Internal | X (X) | Date

COMPETITION

Local winners

Regional winners

Sales Summit – Final winner

10 Ways to Make Sure Training "Sticks" & Leads to Behavior

Change

“Way” #8:Structured implementation

The complete package•CEO video

•Head of Sales & Marketing video

•Communication Packages

•Ericsson Academy ericoll site

•Sales Methodology homepage

•CEO video

•Head of Sales & Marketing video

•Communication Packages

•Ericsson Academy ericoll site

•Sales Methodology homepage

Sales staffSales staff

Communication

•Sales process integration

•MS dynamics integration

•BU Key deals coaching

•Coach-the-coach

•Playbook

•Sales process integration

•MS dynamics integration

•BU Key deals coaching

•Coach-the-coach

•Playbook

Assessment

Behavior change

measurement

ACRACR

Manage the opportunityManage the opportunity

Coach your sales teamCoach your sales team

A

B

C

SPINSPIN

Sales Opportunity Creation

Sales Opportunity Creation

CoachingCoaching

Key enablers

Handle the sales callHandle the sales call

Continued focus on embedmentContinued focus on embedment

10 Ways to Make Sure Training "Sticks" & Leads to Behavior

Change

“Way” #9:

10 Ways to Make Sure Training "Sticks" & Leads to Behavior

Change

“Way” #10: