Hi, I’m Ken Cross with Sales Performance International. I’m the Director of Sales Enablement Solutions on our innovations team at SPI.
How does SPI’s enablement technologies drive behavior change and consistency?
Driving behavior change through day-to-day application of the process and methodology is critical for clients who want to achieve a sales transformation. It’s important that sellers know how to operate, know what good looks like, and are able to really get their hands on that process and methodology daily.
We take a pragmatic approach by layering the process, methodologies, and tools within the CRM system. All are aligned against critical sales competencies or those competencies that are most relevant to driving behavior change. So, if a seller, for example, is struggling with a specific, strategic or very high level competency, our tools and technology could help to reinforce the right behaviors by showing them what to do and how to do it. Then, they’re given the tools to execute.
How do competencies affect sellers and how they operate daily?
With our enabling technologies, it’s important to ensure that there’s an alignment with the strategic competencies. Therefore, within our enabling technology tools, we provide a library of short video assets that are aligned against those strategic competencies. If a seller, for example, is struggling within a specific area, they’ll have a video they could watch to help reinforce what good looks like.
These videos, or reinforcement assets, are typically only two to three minutes in length. They’re easy to consume, easy to understand, and then very easy to apply. The assets are aligned against some of those most relevant competencies that your sellers may be working on. If they’re struggling in a specific area, they’ll have reinforcement assets at the ready to help them to remediate against those issues.
How does SPI technology support sellers at the situational level?
Our enabling technologies are also designed to help sellers when it comes to specific situational scenarios. For example, our tools are focused around showing sellers what to do and how to do it, and then giving them the tools to actually go and execute. Let’s look at a real-world example.
Let’s say that a seller was struggling with a specific competency. Let’s imagine that is having strategic conversations with decision makers. That might be something the seller struggles with. The playbooks in these enabling technologies could remind the sellers of what to do and how to do it. and then give them the tools to make it happen. The “what to do” in this case is to prepare for that sales conversation, think plan it out. Understand what potential pains might be at play, the reasons for those, and map out what questions to ask.
Now, a seller who’s struggling with a competency that’s related to this activity might need a quick refresh or reminder on how to execute. In that case, we provide them with what we call NanoLessons. “Nano” means very short, small, digestible, and easy-to-understand video assets. In this case, typically two to three minutes and mobile enabled, so that they can watch them anywhere, on-the- go.
Introducing Smart Apps
Now, the sellers need to prepare for that sales conversation and execute. That’s where we provide them with interactive templates, called “Smart Apps,” that’ll help them map out that conversation. These Smart Apps are also anchored by a best practice library. Before they even get started, they could bring up examples of what good looks like, based on the specific selling situation that they’re entering. This helps drive the what and how to do it, and gives them the tools to make it happen – all aligned against those specific competencies where a seller may need support.
How can sellers simplify complex activities?
In the design of our enabling technologies, it was important to ensure that everything was as simple to use as possible, even planning for a conversation or building a collaboration plan between a buyer and seller. Our focus was to make this as easy as possible. So, we came up with a concept of SPI Smart Apps.
Smart Apps automate our job aids, tools, and templates in a way that’s very simple to understand, mobile enabled, and easy to use. Many of them are also anchored by best practice examples, so sellers don’t need to build things from scratch. Instead, they could use a model of what good looks like based on a similar selling scenario. This helps to simplify something that could be very complex: planning for a strategic conversation with a decision maker, building an agreed upon plan of mutually next steps between a buyer and a seller, or even writing a letter summary of a conversation.
We simplify these concepts by adding tools that are easy to use, easy to understand, mobile enabled and, again, anchored by best practice examples to ensure that a seller has a model of what good looks like.
How are analytics leveraged to enable managers to coach and develop their sellers?
Leveraging analytics to improve seller-manager interactions is a priority for SPI. We focus on this concept of “Smart Alerts.” We have a data analytics engine that can review the pipeline and essentially show managers exactly what the issues are within the pipeline via Smart Alerts. A manager could look at a pipeline and instead of analyzing a larger spreadsheet of data, we show them a visual that’s easy to understand and easy to follow. At the top of that visual, we show them Smart Alerts.
For example, if your pipeline is not big enough to reach your targets, you’ll receive a Smart Alert. If opportunities aren’t flowing though the pipeline quickly enough, you’ll receive a Smart Alert. If there is a large number of opportunities of low quality, risky opportunities or opportunities that are stalled, those are some of many things that would prompt Smart Alerts.
Understand and Take Action
A manager can then take the Smart Alerts and understand exactly how to coach their sellers. There’s a very clear path between understanding what are the issues in my pipeline, Smart Alerts explain what those mean, then translates into actionable behavior for the manager, in order to coach their sellers. This creates a very smooth transition between analyzing a pipeline, identifying the issues and taking immediate action in next steps to help coaching the sellers to remediate against those issues.
Further, at the specific opportunity level, Smart Alerts will tell the manager of any issues or risks that are identified within a specific opportunity. This helps to create a very tight, efficient conversation between sellers and managers. It’s very effective in driving the right behaviors in managers, so they know how to coach their sellers as effectively as possible to remediate any of these issues.
Thank you for your time today. We look forward to getting to know you here at SPI and how we can help you to drive behavior change within your organization.