The Science of Sales Enablement - Presented by MobilePaks and Corporate Visions
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Transcript of The Science of Sales Enablement - Presented by MobilePaks and Corporate Visions
• 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 [email protected] to be added to the invitation list.
A joint presentation of and
Feel free to email questions to [email protected], and we’ll get back to you!
