This proposal is less of a best practice and more of a thought experiment about what a great sales learning program can and should consist of.
While the following approach is something of a hypothesis, all the elements needed to realize it are very much in place. However, a few companies are actually using them to reshape how their teams communicate value in the field.
This approach is called the “Performance-Based Custom Learning Paths.” It stands in stark contrast to most traditional learning paths (below), which typically don’t target the areas your reps need the most help in as demonstrated by actual performance:
- Rep Tenure Paths – This approach typically begins with onboarding programs followed by year one and two development plans. Once salespeople get promoted, they advance into management-level training programs.
- “Flavor of the Day” Paths – This approach happens when a sales leader becomes inspired with the latest popular best practice. Oftentimes, he/she will mandate that the idea be implemented company-wide.
- Rep Responsibility Paths – Based on the selling role of your reps, these learning paths are designed for territory reps, strategic account managers, inside sales or channel partners, often taking into account appropriate investment levels and work needs based on responsibility.
- Rep Self-Assessment Paths – With this approach, reps are asked to fill a quota by choosing from a menu of selling activities they believe need most improvement.
- Manager Rep Assessment Paths – A similar idea as the one above, except in this case the manager selects the learning plan for the year based on their perception of the sales rep’s weaknesses.
Each of the traditional paths listed above has its pros and cons. But all these methods are based on essentially arbitrary decisions. It’s precisely this arbitrary element that Performance-Based Custom Learning Paths are designed to root out of the training equation.
CRM Data Paves the Way for Performance-Based Custom Learning Paths
Today’s sophisticated sales automation or CRM systems enable you to observe where people are struggling along the buying cycle.
- Pipeline Struggles: Reps who appear to be unable to create enough pipeline to support their quota attainment based on their close rates. Knowing which reps have insufficient quota means you can target them with training content, concepts and techniques designed to teach them to break the status quo bias and convince more prospects to change. You can also improve their ability to differentiate from the competition and get more deals favoring you.
- Proposal Stalls: Some reps generate a lot of proposals and appear to have enough deals in the pipeline, but tend to get stuck somewhere in the middle of the sales process. In these cases, reps may be struggling to create enough momentum with executive decision makers and financial buyers. To get them over that hurdle, target them with training content focused on building business cases and freeing up budget by demonstrating financial impact.
- Pricing Challenges: You may see salespeople who appear to be closing a volume of business, but their revenue contribution and deal sizes are slipping because they’re conceding on price or discounting too heavily, causing margins to erode. Here, your reps may be struggling with managing the tension created by the negotiations process. They need a refresh on concepts and techniques for exchanging value instead of giving it away, setting high enough targets that expand the prospect’s range of reason and having a better understanding of concession psychology.
A Performance-Based Custom Learning Path – based on actual, identified gaps, and supported with on-demand, pushed e-learning training content and simulations relevant to the task at hand – could be a major improvement.
In part two of this blog, I’ll discuss the tools you need to put in place to make performance-based learning a reality for you. I’ll talk about these items within the context of specific challenges that arise in customer conversations, so you can see how custom learning paths actually help your salespeople articulate value in the field.
