• The Science of Decision MakingCreating the Right Content for Sales Enablement

• The Science of LearningGetting Your Sellers Up to Speed Quickly

• Applying the Science of Sales Enablementto Your Content Assets

Tim RiestererCo-author, Conversations That Win the Complex Saleand Customer Message ManagementChief Marketing and Strategy Officer, Corporate Visions

Chanin BallancePresident & CEO, MobilePaksPrior CEO of VIA, Inc. and The Language Company

Creating the right story for selling

Decision-Making Science

Neuroscience

Seller Profiles

Best Practices Imitation

Winner

Losers

Business Buyer

New BrainDesigned for Analysis

Old BrainDesigned for Survival

Decision-Making Engine

Kahneman, D. and Tversky, A. (1984). “Choices, Values, and

Frames.” American Psychologist 39 (4): 341–350

GainLoss

Value

3X stronger preference to avoid loss vs. acquire gains = “Loss Aversion”

Prefer risk that might mitigate a loss = “Risk Seeking”

Outcome

“PROSPECT THEORY”

Status Quo Threatened

Identify New Needs

Define Solution

Identify Viable Vendors

Review Approaches

Make Decision

74

“Why Change?” “Why You”

26% %BUYING VISION BAKE-OFF

-3 -1 +1 +2 +3-2

• Issues putting you at risk• Define new set of needs• Align w/ your Strengths

• Here’s what you say you need• Here’s what we do different• Here’s the benefit you will get

CHANGE MANAGEMENT TRADITIONAL SELLING

Only 11%Get a second call

Status Quo Buy“Why Change?” “Why You?”

-3 -1 +1 +2 +3-2

63% 13%#1 Solution Presentations

Most Important

Most Important?

Most Prepared

LEAST PREPARED!

Opportunity Creation

Identified

NEEDS

CAPABILITIESSpecified

Voice of Customer =Commoditized Conversation

NEEDS

Identified

Specified CAPABILITIES

UNKNOWNSTRENGTHS

UNCONSIDEREDNEEDS

Voice of Customer = Commoditized Conversation

Your Distinct Point of View

Lives Here

Tell them something they didn’t know to create concern

Make status quo unsafe to create context for urgency

Show clear contrasting new way to show value for change

Validate your POV with 3rd

party story with contrast

Insight

Unsafe New Safe

Proof

Insight

Unsafe New Safe

Proof

Getting your sellers up to speed quickly

Attention Encoding StorageBuilds up with studying and use

RetrievalHow easy it comes to mind

Misjudging the depth of what you know.

Mis-perceptions are automatic.

We forget what we forget!

Deepens the learning of a subject or skill

Not just a little, but a lot!

can actually be good for your reps…

Distraction

Diversion

Interruption

Forgetting

Context

Give the brain cues to shake free more

Pretend & Perform

High-octane retrieval practice!

Distraction

Percolation can help unblock, especially with problem solving

Mix it Up

Interleaving aids in helping reps dig out verbal memories on a dime

Retrieval Practice

Combined with spacing improves retrieval strength

To Your Content Assets

Typically a PDF

with links

Reps download

from portal

Dense content of

25-75 pages

$50,000 average

price to produce

Maintained

annually

Pros• Aggregates best practices • Aids in cross-team alignment • Solid sales reference asset

Cons• Difficult to digest and encode• Hard to access• Repeat review of it can lead to Fluency Illusion • Does not include principles of learning science

Short and

modularized for

quick reference

SCIENCE: Small digestible chunks aid in attention, encoding and memory strength

On-demand and

intelligent

recommendations

Relevant playbook module paired with marketing content.

SCIENCE: Context

effect

Apply and Perform

SCIENCE: Turbo

boosts retention

20-30%

Interactive with “Spacing”

SCIENCE: Timed intervals at 2, 7

and 30 days with knowledge

checks, flashcards, games

SCIENCE: Aids in transferring a

skill to different contexts (AKA

sales scenarios)

Mix it up (interleaving)

Behavior trackingUse, feedback, competency

and top performers

Revenue metricsPipeline velocity and quota

achievement

Content ROI Know which assets make a

difference

Ensure people are learning, not giving the illusion of learning

Science of Decision-Making Use Buyer-Centric research not Seller-Centric practices Create a buying vision, don’t wait to win a Bake-Off Tell stories that meet unconsidered needs to differentiate

Science of Learning and Content Memory strength is both a storage and retrieval challenge Design training and content with learning science to improve

memory strength for your sellers Better memory retrieval supports better selling conversations

Explore the Conversation University: http://corporatevisions.com/conversation-university-public/

Download free resources from MobilePaks: http://mobilepaks.com/knowledge

Join us again on October 21st, 2014 for another Science of Sales Enablement session, sponsored by ATD. Email marketing@mobilepaks.com to be added to the invitation list.

A joint presentation of and

Feel free to email questions to marketing@mobilepaks.com, and we’ll get back to you!