Shawnna Sumaoang: Hello and welcome to the Win Win Podcast. I’m your host, Shawnna Sumaoang. Be part of us as we dive into altering developments within the office and how you can navigate them efficiently.
Driving habits change in a gross sales group might be notoriously troublesome, and but, it’s essential to maintain tempo with purchaser wants. It requires not solely coaching your reps on the best behaviors but in addition teaching them to show these behaviors successfully with patrons. The truth is, analysis from Gross sales Enablement PRO discovered that when habits change is a core goal of coaching and training efforts, common rep quota attainment will increase by 7 share factors.
So how will you drive lasting habits change inside your group? We invited Annie Lizenbergs, the Senior Director of Enablement for Studying & Growth right here at Highspot, to share her recommendation. Thanks for becoming a member of Annie! I’d love so that you can inform us about your self, your background, and your function right here at Highspot.
Annie Lizenbergs: Thanks a lot, Shawnna. As you talked about, my identify is Annie Lizenbergs, I’m the senior Director of Income L&D right here at Highspot. My background spans two careers, each throughout the schooling area. First, I used to be a center faculty historical past trainer after which made my method into each gross sales and gross sales management after which actually discovered my area of interest throughout the studying and growth area, actually particular to income groups. It’s been nice to navigate and watch the trade of each gross sales studying and in addition gross sales enablement develop into being such a strategic lever for organizations. Previous to coming to Highspot, I used to be really a Highspot buyer, so I had the chance to see firsthand the best way that know-how can support in an organization’s means to drive strategic initiatives and to essentially set these foundational studying applications.
SS: I’m excited to have you ever right here and we’re fortunate to have you ever at Highspot. Kudos, I didn’t notice you had been a center faculty trainer, I’ve the utmost respect for lecturers so that’s spectacular. Now, by way of studying and growth significantly inside Highspot, are you able to inform us the way you outline what habits change means?
AL: Once I give it some thought, habits modifications are actually having the ability to join the best data units with the abilities to have the ability to put that into motion. Groups actually should be assured that they’ve the data and the power to go execute. One with out the opposite actually creates gaps and what you’ll begin to see is inconsistent execution or siloed execution as a result of there’s that insecurity. It’s the power to essentially put these issues collectively that makes studying an accelerator for the enterprise.
SS: I really like that definition. Why is habits change usually needed in gross sales? What would you say are among the ways in which you’ve encountered it as a studying and growth chief?
AL: Change is fixed and actually required for our enterprise to thrive. Because the market modifications, patrons change, and as corporations innovate, the enterprise needs to be agile sufficient to pivot and actually hold tempo with that change. From a studying perspective, it’s also known as studying agility. It might be that the group is shifting into a brand new market or launching a brand new product, however the means of the org to essentially study sooner collectively provides them that sustainable aggressive benefit of having the ability to capitalize on these new market alternatives.
For instance, it could be one thing so simple as a product demo which may really feel actually lower and dry, however at Highspot we’re delivery new improvements each six weeks. If we aren’t in a position to evolve the best way that our groups demo the product, then our reps actually aren’t in a position to show the total vary of worth that we are able to drive for the shopper. We have to change habits, we’ve obtained to ship that new data and actually empower them with the best abilities to drive the best outcomes for the enterprise.
SS: Completely. How can leaders inside a corporation acknowledge when there’s a want for a change in behaviors?
AL: I at all times like to take a look at the gross sales pipeline. I really feel prefer it’s a terrific barometer for the well being of the enterprise and may help establish when habits change goes to be required as a result of in case your pipeline is down, you’re going to see the influence of that someplace between two and three quarters from now. You’ll want to diagnose what change is required and be capable to begin appearing on that immediately. With change although, we’ve got to watch out as a result of it might probably begin to really feel like the flavour of the month, change actually needs to be deliberate, it needs to be tied to outcomes and irrelevant why and you’ve got to have the ability to give that change the time and area to land and embed throughout the enterprise with the intention to see these proper outcomes.
SS: I really like that. It’s not the flavour of the month, I believe that’s implausible. What are a few of your finest practices for figuring out among the profitable behaviors that result in success in gross sales?
AL: We actually concentrate on main indicators of success. With any initiative that we’re working, we define each the calls to motion for our group, like what we wish them to do, and the outcomes that we’re seeking to drive, so how are we measuring whether or not or not this can be a success? It’s these behaviors and actions that tell us if we’re trending in the best course. Figuring out the main indicators actually requires a deep understanding of our viewers and their course of. It may very well be issues just like the variety of above-the-line contacts, multithreaded into consideration or the variety of new alternatives added, or the variety of new pitches that had been despatched out to purchasers. These are all issues that we are able to measure and if these numbers and actions are headed in the best course, we imagine we should always see the enterprise outcomes that we’re in search of. Our means to outline and perceive these main indicators provides us the power to foretell success and in addition to tweak our studying strategy as needed in order that it’s by no means stagnant and it’s by no means one dimension suits all.
SS: I believe that’s phenomenal. How do you’re taking that data after which design and implement coaching applications which are aimed toward instilling these profitable behaviors amongst the gross sales groups to drive that change?
AL: Once we take into consideration the design and growth of coaching applications, we acknowledge that it usually requires a layered strategy. There’s no silver bullet to habits change which frequently we want there was. We are sometimes balancing each formal and casual studying methods to make sure understanding and create routines that drive repetition and execution. For instance, with new product innovation, we’ve got a three-part strategy. The primary might be fairly formal and consists of programs and dwell coaching, the small print, the worth, and the differentiation of this new product. The second is the power to have ongoing and evergreen coaching content material that the reps can refer again to. Nobody will bear in mind every part from a selected coaching. I at all times inform our stakeholders that it’s not for lack of attempting, it’s simply science and so they’re possible not going to return to a course that they took to try to discover one thing, we don’t see that occur. It’s not likely inside human nature as a result of if you’re in search of recall, you’re in search of these quick reminders about what you discovered.
The primary ability that our reps want is to know the place they will go for data once they want it, however with out that repository of the always-on studying assets that may be grabbed and go, reps are sometimes having to fill within the blanks. We actually put a precedence on creating that lengthy tail of studying that they will at all times return to. The final piece is the certification which is actually measuring their means to exit and put this studying into follow and it provides managers the chance to each examine and coach and creates accountability to that studying as nicely. The factor I really like about Highspot is that it provides us a platform with the intention to try this at scale, each the formal and the casual, however you really want each with the intention to drive that lasting change.
SS: Completely. I believe our viewers would positively agree, habits change can usually be a troublesome course of and a few reps could even be resistant to alter. How can leaders inspire or ease the method of change for his or her groups?
AL: That’s a terrific query. Reps actually need to know the why behind what they’re doing. By way of the best way that adults study, it needs to be hyper-relevant and hyper-actionable, in any other case, adults will simply deprioritize it of their minds. Studying needs to be put by way of the lens of why it issues and the place they are going to apply it. It permits us to create that connection between what they’re studying and what they’re requested to go and do. This actually permits us to higher actually measure the outcomes as nicely as a result of we’re clear on what these calls to motion for our group are and the outcomes that we’re attempting to drive so we’ve got clear markers alongside the best way as as to whether we’re being profitable.
SS: I believe that’s phenomenal. How can habits change be bolstered over time past an preliminary studying expertise or coaching program?
AL: I imply that’s so essential. I’ll shout it from the mountaintops, I absolutely imagine that front-line managers are the linchpin to success. They actually turn out to be the legs and arms of any initiative and actually drive that sustainable change. It’s their means to essentially coach to what attractiveness like that permits reps to maneuver from proficiency inside any ability or data set to mastery. Mastery solely comes by way of follow and real-life software and studying alongside the best way. That’s the one method. Our managers have the power to assist and encourage that course of each single week.
SS: I really like that you just introduced the frontline managers up. How do you go about serving to frontline managers navigate and reinforce a few of these behavior-change initiatives?
AL: We take enabling our managers actually severely as a result of we all know how essential they’re to the success of any initiative. So at first, regardless of the initiative may be, we’re at all times enabling the managers forward of our reps. We wish to make it possible for they really feel assured within the data and abilities which are required with the intention to achieve success. Past that, we’re additionally giving them the instruments which are wanted with the intention to go and examine and coach. These may be teaching youngsters, it may be concepts for issues they will do in group conferences and conversations that they will have of their one on ones.
We use Gong to assist examine calls and make it possible for the best way that it’s coming to life with our prospects is on level and provides them the chance to teach to real-life conditions. Even inside our personal platform, whether or not it’s follow submissions or testing alongside the best way, we can provide our managers rubrics to ensure that them to have the ability to persistently measure what attractiveness like from their group. Then it lastly goes again to the reporting, the power to have the reporting of these ongoing behaviors and actions and the enterprise outcomes that we’re seeking to drive, that offers them these indicators of whether or not or not their group is being profitable.
SS: I really like that and on that be aware really my closing query pertains to the metrics and reporting part. How can leaders leverage analytics to know whether or not habits modifications are occurring and the way it’s impacting the general enterprise efficiency?
AL: It goes again to defining these calls to motion within the enterprise outcomes that you just’re seeking to drive up entrance. What are the behaviors and actions that they’re requested to do popping out of a selected studying program or initiative enablement session? Reps actually need to know what success appears to be like like and be capable to have benchmarks alongside the best way. That roadmap of success is actually essential to grownup learners as a result of they at all times wish to examine in on the place they’re at and what progress they’re making.
We actually need to be ruthless about measurement to make sure that the training technique is on level and that we are able to proceed to regulate and scale to make sure that the habits change doesn’t simply dwell and die inside a selected quarter, however you could soak up it into onboarding, you may embed and reinforce it with rep steering and create helps for recall that basically make it turn out to be a part of the material of your group. You may measure if the habits and actions are driving the best enterprise outcomes after which study from that technique to tell the following initiative or change that your corporation is dealing with.
SS: I really like that, Annie. Thanks a lot for becoming a member of us at this time. I discovered a ton from you on the habits change entrance.
AL: Thanks a lot, Shawnna.
SS: To our viewers, thanks for listening to this episode of the Win Win podcast. Be sure you tune in subsequent time for extra insights on how one can maximize enablement success with Highspot.