Sales Coaching. Growing your business by growing your people. Sales Coaching. Sales Manager Programme. Negotiating Client Value.

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1 Sales Growing your business by growing your people Sales Sales Manager Programme Negotiating Client Value Commercial Acumen Strategic Account Management Creating Client Value Consultative Selling Skills

2 Imparta Course Description Sales Are your sales managers just senior salespeople? Many sales managers are promoted because they are good salespeople, not necessarily because they are good managers. And that can seriously affect your performance as an organisation. One of the most important roles of a sales manager is that of coaching their teams. Research shows that companies with a strong coaching culture benefit from lower staff turnover, higher levels of engagement from employees and ultimately, superior results. One UK-based telecoms company achieved incremental revenue increases of over 60m through a Sales Academy supported by managerled coaching, and Imparta s research shows a direct correlation between the manager s ability to coach and the performance of their team. Imparta s Sales programme is specifically tailored to the sales environment. It allows managers to develop skills and behaviours to ensure coaching conversations drive individual and business performance. Your managers learn by doing through a series of realistic and challenging coaching scenarios, and our followthrough tools ensure that they continue coaching with the right frequency and to the right level. Imparta have delivered the training content to the highest standards through a team of highly capable professionals working at the leading edge of sales force development. Sales Director, Telecoms The issues... and how Sales addresses them Underperforming Sales Teams. Sales can be the difference between underperformance and success. One business measured a 15% increase in sales performance within three months of coaching training with Imparta. Our research shows that improving a manager s coaching competence by 100% can lead to as much as a 100% improvement in sales performance from the team. Missing Opportunities. Attendees learn how to coach using a series of tools that enable coachees to identify a broad set of business needs and opportunities across the customer s organisation. Low Win Rates. Attendees learn how to improve their team s success rates by coaching them to understand and influence the buying decision. Average Performance across Sales Teams. Who to coach is a core question every sales manager in every organisation needs to address. In this programme, attendees analyse who to invest time in, when to do it and how to identify the results across the team. 1

3 Imparta Course Description Sales High Employee Turnover. Organisations are too often left counting the cost of avoidable departures. A study by the Corporate Leadership Council showed that 70% of an employee s engagement is down to their relationship with their line manager. Our programme helps develop a coaching relationship that reduces unwanted turnover. Who needs it? The programme is suitable for anyone involved in developing others within the sales arena. Difficult to Manage Over Achievers. Almost every sales team has at least one high performing maverick that hits their numbers but erodes team spirit. In Sales, attendees learn to apply the correct methodology, including when to coach and when another approach will create a more effective result for all. Typical roles include: Sales Managers and Directors Channel Managers Commercial Managers and Directors Improving coaching performance making it stick is a notoriously hard thing to embed in your sales culture. Many managers are resistant to coaching, preferring the player manager role and slipping easily into telling their teams what to do, rather than helping them to learn for themselves. They can also see coaching as getting in the way, rather than an investment in future performance. As a result, it is particularly important that coaching training is not treated as a fire and forget exercise, but treated as a change process. The steps we recommend include: Pre-assessment of your managers against a set of agreed coaching competencies; Online pre-work combining theory and practical real life application; A highly experiential workshop; Coach the Coach sessions, where an Imparta master coach observes the manager in a coaching session then coaches them in turn; Field and account planning coaching tools; Measurement of the quality and quantity of coaching being conducted (usually using a simple online form + some in-person assessment). 2

4 Imparta Course Description Sales These steps can ensure that the proportion of managers doing the right amount of the right type of coaching increases from around 15% to over 70%. They are a sub- set of the Imparta Sales Performance System, which allows you to tailor the change programme to your specific needs. What does the Sales workshop cover? The Sales workshop is typically run in one of two ways: 1. Managers attend an intensive 1-day coaching programme, followed by a 2-day functional programme (often our core sales programme, ), which is also attended by their sales team. This gives an opportunity for the manager to go through the same training as their teams, and for them to practice coaching in the controlled environment of the workshop. The trainer is able to provide coaching and support to the managers as they coach their salespeople in the various exercises and role-plays. 1. Managers can also attend a standalone 3-day programme designed to give them a full set of sales coaching skills independently of their teams. In either case, we always recommend that managers are trained before their staff, so that they can begin coaching as soon as their teams have been trained. Although the 3-day programme is outlined below, all versions of the Sales programme use a carefully designed mixture of generic and tailored exercises and case studies, practical application to real accounts and multiple role-plays and exercises to embed the learning. Attendees emerge from the programme with a multitude of practical coaching tools, skills and behaviours. The Reconnect Day allows managers to apply this learning in the workplace before returning to discuss successes, challenges and to receive further support and advice to help refine their approach and maintain momentum. 3

5 Imparta Course Description Sales Three day version: Day One Activity Introductory roleplay exercise, Debrief and Review Objectives To build pain around the consequences of not coaching effectively. Raise awareness around current skill gaps. Link to pre-work theory. Introduction to What is When to Coach Review personal objectives including current coaching challenges. Identify the key characteristics of coaching. Explore the different opportunities that exist for coaching in the workplace. Why Coach? The Process: GROW Model Role-play 2 The Topic: Sales Capability Matrix Skill/Will Matrix Who to Coach Core Skills Creating the Environment Questioning Listening Providing Feedback and Insights Role-play 3 Confirm the case for performance sales coaching and allow participants to identify additional benefits. Introduce the GROW model. Attendees then practise using the model to provide structure to their coaching conversations. To highlight the impact of using a coaching structure by replaying the initial activity, this time applying the GROW model. To identify coaching needs across the team, and the most appropriate coaching approach to take with team members. To enable attendees to identify who is most suitable for coaching. What do effective sales coaches do? Introduce core coaching skills: managing the coaching gap, creating the coaching environment, questioning, listening, feedback and insights. Identify how to prepare for a coaching conversation, how to build rapport with the coachee and the right time and place to coach. Explore why we ask questions and the various types of questions and techniques that can improve our coaching conversations. Heighten self-awareness via the listening skills audit. Practise Active and Contextual listening within a coaching conversation. Introduce Standard/Observations/Impact framework. Practise feedback using case study scenarios. To consolidate and apply all the learning from the day within a final roleplay activity. 4

6 Imparta Course Description Sales Day Two Activity Review and Introduction Objectives Review the previous day and summarise the key learning points. Discussion on how learning concepts relate to your world. Re-cap the Customer Need: Value Chain Forming Solutions: Role-play 1 Building Pain and Gain with the Customer: Role-play 2 Assessment of Alternatives: Value Map Roleplay 3 Alleviating Risk and Securing the Decision: Role-play 4 Achievement of Results Re-cap Action Planning and Next Steps Re-cap using a series of activities to enable attendees to coach the methodology. To build Pain around the consequences of a salesperson not uncovering needs effectively. Case study activity to identify capabilities. Coach use of the tools to form potential solutions for a case study organisation. To enable managers to coach their team members to build urgency and importance around the need to change. How to effectively use the tool to drive customer around the Buying Cycle. Identify good/poor coaching practice and how to apply it. Introduce theory and explain Alleviation of Risk worksheet. Role-play: coach uncovering and addressing risks associated with the case study organisation explored yesterday. To identify the coaching activities that should take place within the final phase of the Buying Cycle. Summarise key learning. Consolidation of Action Plan and activities to complete before Re-connect. 5

7 Imparta Course Description Sales Reconnect Day Activity Review: Process and Tools Practice 1: Realplays the Individual Objectives Check progress on learning objectives and action plan activities. Review learning from two-day workshop. Develop an awareness of how to overcome real-life coaching challenges. Attendees coach each other by applying the tools and techniques developed in the initial workshop. Practice 2: Deal the Deal Action Planning Resources and Learning Transfer Receive coaching from the Imparta master coach on how to unblock specific real-life deals that have stalled. Map strategies to move forward. Action plan for making Sales business as usual. Address remaining concerns. Reference resources available on i-coach. Why Sales? The Sales programme combines best practice content with a deep understanding of how adults learn. The programme focuses specifically on the tools and techniques required to effectively coach and improve performance in the sales arena. The Sales learning approach is highly experiential and uses a range of sophisticated tools such as computer based animations, case-studies and real-life application to ensure that the learning sticks. Imparta also offers Coach-the-Coach sessions and measurement of coaching quality to support your managers as they apply the new behaviours in the field. We also offer Deal sessions, where an Imparta coach works with the team on real, current opportunities to reflect on progress and plan strategy. 6

8 Imparta Course Description Sales Why Imparta? Imparta has been ranked among the top three global sales training companies for the depth and effectiveness of our solutions by US-based consultancy ES Research Group. We have a dedicated Client Impact team that can help you roll out a single workshop, or a sophisticated Sales, Marketing or Service Academy covering reinforcement, application, coaching, measurement and accreditation. We place a great deal of emphasis on judging the cultural and experiential fit between the trainer and the participants (a process we call casting ). We can deliver the Sales programme globally. Imparta clients include GE, O2, Lloyds TSB, HP, Alcatel-Lucent and the WPP Group. Next steps Please feel free to contact one of our Client Directors on +44 (0) , via clientenquiries@imparta.com or via 7

9 Sales Programme Manager Sales Management Extension V lue Value Va Client Negotiating Acumen Commercial V lue Value Va Client Creating Management Account Strategic Core Foundation Skills Selling Consultative Copyright 2011 Imparta Ltd. All rights reserved