WHITE PAPER Skillsoft New Hire Training Program: Onboarding of New Sales Talent Dorman Woodall, Director, Skillsoft Learning March 2013 Executive Summary The Skillsoft New Hire Training Program has provided exceptional value for us by preparing newly hired sales and consulting services professionals to become more productive, and therefore more successful, in less time than previous approaches. This performance-centric program has resulted in improved sales performance, increased revenue, expansion into new global markets, improved customer relations, more cost-effective selling activities, reduced turnover of sales personnel, reduced training costs and, overall, a better prepared and professional sales force.
Table of Contents Training for competitive advantage 3 The Skillsoft sales professional 3 Program goals and requirements 4 Program design and content 5 Mapping to formal, informal and social learning 6 Skillsoft new hire program schedule 7 Critical success factors 8 Key training resources 9 Program Results 10 2
Training for competitive advantage When done well, a performance-centric curriculum for new-hire sales training can have a positive impact on business. Furthermore, it can be very rewarding for sales professionals. There are some obvious indicators of success, such as increased revenue for the company and higher income for sales people. We find that our customers also benefit greatly from having knowledgeable representatives who are better able to assist them to solve their business problems. Sales performance is directly linked to customer satisfaction and professional sales skills are the result of both learning and customer interaction. In addition, the very best companies recognize that sales performance is directly related to providing clearly-defined organizational goals that are relevant to individuals. Most often this is achieved through a system of competencies. These competencies provide behavioral benchmarks and an internal focus which our management can use to understand what is required in its sales force. By identifying, articulating and training to support these competencies, our management team helps salespeople and others grasp what is required to reach new levels of excellence and achievement. Identify, articulate and train key competencies for success. An extremely important part of competency building is to introduce and practice skills in a supportive and protective setting. This includes having the opportunity to practice scenarios using customer case studies. It also includes interactive role-playing with a coach which provides immediate feedback about product demonstrations or realistic customer-facing dialogue. When this happens, the sales professional becomes even more motivated and confident about their decision to join our global sales team. The Skillsoft sales professional Skillsoft believes that having a well-trained and motivated sales team is an essential ingredient for the overall growth of our business and for the satisfaction of our global customer base. In addition to having an extensive knowledge of Skillsoft, our new sales professionals must be knowledgeable about our customers, their products, services, and processes. This means that these new sales professionals must be trained in order to address our customers unique needs, and advise them on how our varied content, service and expertise can be used to advance the customer s goals for organizational learning. To be successful in this role, a new sales professional must have a thorough understanding of Skillsoft s product and service offering (which has expanded dramatically in recent years). But beyond mere product knowledge, they also must have a grasp of corporate learning best practices so that our products and services can be put to best use within the customer s workplace. Skillsoft puts all newly-hired sales professionals through an extensive blended program that ensures they will be able to provide consultative value to prospects and customers as soon as they begin their Skillsoft sales careers. The new-hire profile of the typical Skillsoft candidate is a professional with proven selling skills and a record of sales excellence. Generally, these experienced candidates are chosen either from the learning industry or from the technology sector. As such, we are relieved of teaching fundamental sales skills and instead focus on expanding and developing a strong set of skills associated with advanced selling, negotiation, learning strategies, processes, methods and products. 3
The typical Skillsoft sales professional is a member of a regional team and works remotely, and in many cases, operates directly out of his or her home office rather than from a centrally located Skillsoft office. We believe this approach creates an entrepreneur-like focus and makes it easier for the individual to adapt to the territory he or she will cover. Obviously, geographic proximity also allows them greater access to their customer base. Program goals and requirements Sales training is an important investment for Skillsoft. Every newly hired sales or consulting employee must achieve competency in the following areas: Sales training is an important investment for Skillsoft. Who we are To be able to deliver Skillsoft s message and describe how we provide value to our customers in a professional and productive manner. How we sell To be able to teach and provide insights to prospective customers that they wouldn t ordinarily perceive. To provide an approach that enhances and furthers the customer s goals. To define a consultative business recommendation, along with a proposal needed to establish a value-based business relationship, in the context of a business partner. What we sell To be able to fully explain our content, services and our expertise. To actively demonstrate how the proposed recommendation will meet or exceed the prospect s business needs within their environment. What makes us different To be able to describe a range of proprietary tools we use to assist the customer to become more efficient and effective. Some of these tools include The Skillsoft Learning Growth Model, Return on Investment projections, and implementation planning. As high-performance professionals, our sales new hires are raring to go and have a strong desire to deliver sales results as soon as possible. To take advantage of their enthusiasm from the first day, we provide a comprehensive program guide and an experienced sales coach, who is a member of our Sales Enablement Team. This ensures rapid orientation from the very first day and continuous involvement along a well-defined learning path for the new hire over the next three months. 4
Program design and content The overall program theme is Learn as you Earn, which emphasizes the new hire s involvement with sales activities while concurrently participating in the training program. We feel this approach is a good way to keep the training relevant. As a provider of technology-enabled learning solutions, Skillsoft is well aware that a single formal event without proper support and follow-up activities will endanger the transfer of knowledge and skills into their sales role. For this reason, the sales training program includes a broad array of activities designed to address a variety of their needs. Many of the blended learning practices and models were adapted from the book, The Blended Learning Book: Best Practices, Proven Methodologies and Lessons Learned by Josh Bersin (John Wiley & Sons, Inc., 2004). These practices include: Blended learning The program consists of six distinct modules, made up of a number of learning activities designed to accomplish knowledge transfer with a heavy emphasis on skills development. Assessments Learners are kept on track and motivated to work toward a new hire certification requirement, which is completed at a final workshop conducted at our corporate office in Nashua, New Hampshire USA. Use of learning technology Skillsoft products and websites are employed Skillsoft products and often throughout the program. This content websites are employed often includes our LMS (Skillport ) for deployment throughout the program. and training, courses and simulations covering business and desktop topics, online books (Books24x7 ), videos (50 Lessons and Leadership Development Channel ), various job aids and assessments. Coaching by experts As each new hire either begins or completes an assignment, we provide both virtual sales training experts and senior sales professionals from the field to coach them through the entire assignment and evaluate the quality of the outcome. We find this regular contact greatly assists the new hire to quickly adapt to our organization and learn our processes. 5
Mapping to formal, informal and social learning The program is structured into separate learning phases as described in Skillsoft s white paper, The Eight Phases of Workplace Learning: A Framework for Designing Blended Programs. This white paper can be found in the Info Center of the Skillsoft commercial website. We also use the 70-20-10 model developed by the Center of Creative Leadership within this framework. LEARNING PHASE DESCRIPTION EXAMPLES 1 - Prepare me Readying the new hire for the demands of the new hire training program New Hire Program Guide, orientation session, assignment of a coach 2 - Tell me 3 - Show me 4 - Let me 5 - Check me 6 - Support me 7 - Coach me 8 - Connect me Presenting various products, services selling methods, research methods, and concepts Demonstrating products, methods, techniques, concepts and processes which provide a sound understanding of how to apply skills within a customer setting Practicing their newly-learned skills in a realistic setting, working with their team, manager or coach or with a prospective customer Assessing the progress and skills of the new hire as he/she progresses through the blended learning program Assisting the new hire to apply their skills in customer-facing situations Working continually with their coach, manager, experts and peers throughout the entire program Collaborating and networking with their peers, classmates, corporate support groups, consulting team, and other Skillsoft contacts Informational websites, teaching examples, checklists, live and recorded sessions, readiness sessions, interviews with subject matter experts (SMEs) Demonstration checklists and scripts, product webpages, live and recorded product demonstrations, readiness sessions Realistic practice examples, live coaching sessions, simulations, assigned exercises and role-play presentations Course tests, sessions with coach and manager, online polls and quizzes, review of work results by SMEs and feedback from peers Providing performance support, just-in-time training, coaching and real time support, on-site evaluations Coaching assignments, tracking reports, coaching checklists and progress reports, regular reviews of progress and how the transfer of skills is taking place into their job. Working within a community of peers and colleagues to solve problems and share ideas through the virtual and faceto-face meetings, as well as using. ingenius, Skillsoft s social networking application. 6
Skillsoft new hire program schedule The Skillsoft program is conducted over a 13-week period with regularly scheduled weekly events. During this period, each participant will complete 12 or more major skills exercises. Each Monday Each Tuesday Each Wednesday Every other Thursday Every other Friday Final 3 Days On-site During Week 13 Regional sales team meetings are conducted by the sales manager and include the new salesperson. The new salesperson attends coaching session with his or her coach. Each session is normally one hour in duration. The new salesperson focuses on study assignments as per the program guide. These assignments can include the completion of a course from the LMS, completing an exercise or doing some research on a website. Study requirements account for about two full work days per work week. The new salesperson attends coaching sessions with his or her coach. Each session is normally one hour in duration. Bi-weekly virtual sessions mark the beginning of each training module and require the new salesperson to actively participate in a two- hour virtual workshop event where current best practices are shared. In order to wrap up the program, the new salesperson attends a three-day certification workshop event at our corporate headquarters in Nashua, New Hampshire, where each salesperson works to achieve new hire training certification. 7
Critical success factors According to the author of Performance Based Sales Training, Jerry Rosen 1, there are ten essential ingredients for sales training success that should be thought of as a set of building blocks. Skillsoft kept these factors in mind when planning and implementing the sales training program. Comprehensive Customized Relevant Performance- Oriented Motivational Modular Easy to test and measure Interactive Cost effective Embraced by top management The overall program plan is based on broad, fundamental and explicitly stated goals. Regular assessments are included to ensure learner comprehension and skills development. These results are tracked along with follow up reinforcement and ongoing coaching. Also, continuous maintenance ensures all relevant or revised information is quickly assimilated into the program. The program includes uniquely designed courses and materials that meet the requirements of the targeted audience. The new salesperson can begin their participation in this program right away, without having to wait until the new program schedule is announced. The program provides opportunities for the new salesperson to acquire and practice skills in a safe environment that parallels the real world job expectations and uses realistic customer situations. The design includes bridges to the real world of selling by including performance objectives, structured techniques for applying knowledge using skill-based practices, group discussions, role plays, and interviews with subject matter experts. The support for the transfer of skills includes information resources, job aids, coaching, and joint sales calls and program reviews with more experienced salespeople. The training focuses on need-to-know information, presented in sufficient depth to impart both confidence and competence to the learner. The program is designed to make the best use of the learner s time and energize them to deal with real-world selling challenges. The overall program consists of six stand-alone, but related, instructional modules. Allows learners to test out of training segments that target information or skills they have previously mastered. Consists of workshops, seminars, and similar types of interactive encounters that allow for the exchange of ideas and sharing of experiences among participants. Also, maximum use is made of use of hands-on contact with a wide range of Skillsoft products. The program is designed to maximize our investment in training, achieving key goals with the lowest possible cost per learner. We take advantage of self-paced study, a customized LMS, virtual workshops and coaching sessions. We enjoy the solid backing of our sales and executive management, in order to ensure that pre- and post-training events are adequately supported. 1 Performance-Based Sales Training. Jerry Rosen, HRD Press, 1997. Reprinted by permission of the publisher. 8
Key training resources It is critical to provide easy-to-use and easy-to-access training resources to the new learner. The following is a listing of key training resources provided to the new sales professional at the beginning of their career with Skillsoft. New Hire Training Program Guide Skillsoft Sales University Website Salesport LMS Content Virtual meetings Books, materials & recordings Primary navigation document for the new salesperson to follow. The guide consists mostly of checklists, which are organized into six separate modules. The checklists are sequenced based on need-to-know-now and include hyperlinked text that will quickly direct the new salesperson to a referenced resource. This guide keeps the new salesperson on track throughout the program, but also allows them to jump to a topic that may be of greater importance to them when dealing with their prospects and customers. This website contains all of the informational resources referenced in the new hire guide. The website mirrors the same six module organization as in the new hire guide. As virtual team sessions and interviews are conducted, new recordings and related materials are posted to specific webpages. This material is also available to our entire global sales force and business partners. This learning management system is a customized version of our Skillport platform, which is used exclusively by members of our sales and consulting teams. It contains learning programs that are assigned to the new salesperson which map to the six modules in the new hire guide and Skillsoft University webpages. Salesport provides an interface with our Books24x7 content and our social collaboration tool, ingenius. Our content consists of courses, books and simulations taken directly from our libraries together with custom-developed content using our authoring tools, allowing us to have a comprehensive set of learning content in our training arsenal. Using our customized LMS (Salesport), these assets are grouped into learning paths. Our regular coaching and team sessions are conducted live using a virtual meeting tool. These sessions are interactive and engaging. All of the team sessions and SME interviews are recorded and posted to the Skillsoft University website. We ship some physical resources to the newly hired salesperson within the first couple of days of their arrival. These include books (which are also available online via our Books24x7 website), audio of the book s author along with interviews with key sales people, and other resources. 9
Program Results Skillsoft sales and senior management perceive the program providing value by making the new hires more productive, and therefore more successful, in less time than previous approaches. The program has resulted in improved sales performance, increased revenue, expansion into new global markets, improved customer relations, more cost-effective selling activities, reduced turnover of sales personnel, reduced training costs and, overall, a better prepared and professional sales force. Our results are measured in a number of ways: Increased sales competencies and performance Increased sales Identification of high performers Reduced overall training costs Reduced turnover of sales personnel Improved the cost effectiveness of selling activities The majority of new hires achieve competency much more quickly than before the training program was in place. Prior to this program, sales people often learned through more of a trial and error approach, which took longer and had negative repercussions for customers. Once in place, this program reduced errors and increased sales satisfaction by shortening the time to certify a new hire s fundamental knowledge and skills from 12 to 18 months to their first 3 or 4 months of employment. In many cases, having a better understanding of a solution-selling method along with increased competencies with our products and services has substantially increased the sales results for our newest sales people. Exceptional performance by an individual within the new hire program has proven to be a very good indicator of his or her future achievement. Understanding who the potential star performers are has allowed Skillsoft to chart a faster course for these exceptional sales professionals. Use of technology-enabled learning and virtual training has dramatically reduced the need for travel and related expenses, as well as time away from the job (a big factor for sales people). Our previous ten-day classroom event now has been reduced to three days and travel costs have gone down dramatically. We have found that the training has been effective in getting our new hires up-to-speed faster and also helping experienced salespeople become more successful with existing opportunities. We find the program has increased the prospecting, research, proposal creation and closing skills of our entire global sales teams. Concise training on key processes has made the entire sales process faster and more efficient. For more information or to learn more, call 866-757-3177 or visit www.skillsoft.com Copyright 2014 Skillsoft Ireland Limited WPNH040714 10