In my last blog, I outlined the principles behind a new approach to learning, which I call “Performance-Based Custom Learning Paths.” This blog will address the tools needed to make this approach work for you including:

• CRM data and reporting: This includes performance data and reporting to identify and determine gaps and training needs. You also need to push appropriate content to your reps, on-demand, via your sales automation tool.
• Virtual, modular training content: This is a library of content chunks based on key challenges your sales reps face. Push specific concepts and techniques in video and simulations reps can learn from and apply immediately to their sales efforts.
• Small, bite-sized virtual refreshers: These are are short 30-to-90 second video vignettes inside the CRM opportunity that are quick-hitting refreshers that change by each stage of the buying cycle. This reminds reps how to apply the concepts they’ve learned to each situation.
• Manager playbooks for guided coaching: This is an approach that alerts managers to the in-line training salespeople are receiving, monitors their consumption of it and equips them with electronic playbooks that guide them in follow-up coaching.
• Performance measurement: This monitors progress through improvements tracked by the CRM system. The test is whether reps are now more effective. This approach should provide a nearly one-to-one correlation between the training they receive and any movement in related performance.

Example of Executive Conversation Performance-Based Training

The three value conversations are based on the idea that salespeople need to master three “moments of truth” that happen in every customer conversation. They must:

• Create Value with conversations that defeat the status quo and differentiate your solution for more opportunities.
• Elevate Value with conversations that build a business case that passes muster with executive-level decision makers.
• Capture Value with conversations that protect your margins and expand deal size during tense negotiations.

Image 1: The Value Conversations Continuum highlights three distinct but adjacent value conversations that happen in every buying cycle.

Imagine your salespeople are struggling to close their proposals because they are unable to build a strong enough business case to pass muster with executive-level decision makers.

An on-demand, performance-based learning approach needs to include virtual, modular content and simulations based on several challenges that a salesperson may require help with:

• Doing Better Client Research: If proposals aren’t tied to key external factors and the client’s strategic initiatives, your reps need to learn how to build a story based on what the executives want to accomplish and what you can do to help.
• Lack of Executive Perspective: If the reps’ proposals don’t meet the level required for executives to pay attention, they need to learn how to elevate the story, and put it in the context of how your solution ties back to the higher-order business objectives.
• Unclear Case for Change: If the problem is painting a clear picture of why change is required, reps need to learn how to help executives compare the current and proposed future state. They need to clearly demonstrate the contrast between the cost and challenges of staying the same with the benefits of doing something different and better.
• Lack of Demonstrated Financial Impact: If your reps can’t tie your solution back to specific spots on the income and balance sheets, they need a tutorial on how to connect your solution to key components of important financial tools.
• Insufficient ROI Story: If your reps are struggling to create a powerful story based on the three “R’s,” help your salespeople make connections between the hard returns that impact money flow, the soft returns that impact efficiency and strategic returns, such as improvements in competitive positioning or global presence.

Image 2: Challenges common to the “Elevate Value” conversation.

CRM technology and data provides tremendous insight into where your salespeople add value in their customer conversations and where they need to improve. Combine this with the development of virtual, on-demand training content tied to specific selling challenges, and the possibility for performance-based custom learning paths is a concept with tremendous potential.