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  • ESR’s STVG

    Here is ESR's highly acclaimed Sales Training Vendor Guide, Third Edition.

Groundhog Day

I’m in Ireland this week and next working with Sales Executives and CEOs in a series of one- and two-day workshops as part of the International Selling Program offered by Enterprise Ireland (Ireland’s commerce department) and DIT (The Dublin Institute of Technology, where I am an adjunct professor of sales and sales management).   My overall message to the 125 or so people I’ll be in front of is one word: process.  (Here it’s proh-cess, not prah-cess).

I cover three of the most critical processes for building an effective sales capability: qualification, hiring and planning.  Sales process itself is covered in another module.

Timeline to disaster

One of the big challenges here is similar to that in the U.S.—selecting a sales VP (or director) who can get the job done. Considering the average tenure of sales VPs these days—less than two years—I created a pro-forma timeline for the newly-hired sales VP who isn’t going to work out long-term:

  • Months 1-3: On-boarding. VP learns about the company, salespeople, colleagues in marketing, services, customers, competitors, etc. Asks a lot of questions.  Generates excitement and hope.
  • Months 4-6: VP makes changes in approach, terminology, territories, business partners, marketing materials, routine (sales meetings, forecast calls, etc.) VP may bring in former salespeople that worked for them in the past.
  • Months 7-9: Little to no performance improvement realized. VP says that new mechanisms haven’t “gained traction.” Or that their new reps “need a little more time.” VP suggests that there have been changes in the market/economy/environment since they joined. Assures the executive team a little more time will do the trick.
  • Months 10-12: An occasional success! The heat is off for a time, until the CEO realizes that “one big win does not a trend make.” (Dave Hathaway, partner, now retired, from prestigious VC firm Venrock Associates said that to me in a board meeting when I was an inexperienced VP of sales and bragged about a big deal we had just won.)
  • Month 13: Consultant or board member or expert is brought in to assess the situation. Meetings, reports, discussions, back and forth
  • Months 14-16: VP and CEO see the handwriting on the wall, but keep it to themselves, hoping that the situation will magically approve.
  • Months 17-20: CEO covertly searches for new VP. VP covertly taps into his/her network while updating their resume with the appropriate spin on this latest position.
  • Month 21 (or The New Month 1): New VP of sales arrives… On-boarding…  It’s Groundhog Day!

Who is responsible?

You might wonder who are responsible for this all-too-common situation.  It’s the people who continue to hire the wrong VPs of sales or promote their best salesrep to the job.

What is the root cause?

The profiles for a Sales VP and a salesperson are, by definition, different.  Granted, most successful sales VPs have a sales background.  But promoting a successful salesperson into a management role doesn’t work unless that person has the skills and traits required for that job.  Here are a few generic sales leader skills:  management (!), team building, conflict resolution, strategic planning, coaching, hiring, and motivating.  There are numbers of additional skills required for success in each unique sales leadership position.  Plus there are a list of traits, too, many of which even top-performing salesreps just don’t possess.  Process orientation is just one.

Wait, wait!!!

If you’re about to hire a sales VP, director, or sales manager (or are about to promote a rep into one of those positions) and you don’t have a profile for that position specifying the skills and traits required for success with your company’s sales people selling your products to your customers against your competitors, STOP.

The Value and Perils of Customized Sales Training

Yesterday during The Top Sales Experts Roundtable, Linda Richardson made a strong case for customized sales training.  It’s not something she has to convince us at ESR about.

Many organizations want a customized sales training experience, whether it be live or virtual.  This can be good or bad, depending upon what experiences and materials are customized, and to what degree. It’s important for sales training buyer to understand any and all customization requirements and objectives; and, it is incumbent upon that person to have an effective strategy for customization.

ESR have yet to find a client who says, “Yes, off-the-shelf training is just fine for my organization.” Every organization feels that it is unique, that its problems are unique, and that only a unique program can maximize their potential.

The Problem

When an organization brings in a sales training company, there is a challenge that the organization is trying to overcome or an opportunity to leverage.

This fundamentally implies that a change is needed—that the status quo is not sufficient to continue to propel sales growth. The sales training company is brought in to effect some change, usually a behavioral change, in the participating sales people, to stimulate that sales growth.

ESR recommends that the first place to look when considering any degree of behavioral change is your sales methodology.  That’s the backbone on which all your processes, tools, training, hiring, measurement system, and sales approach will be built. Fix or replace the methodology first. If you don’t have a methodology, you will need to build one.  (Training your team on how to employ that methodology eventually follows.)  This is an old song, but everyone needs to hear it until they can sing along.

Change vs. Status Quo

By acknowledging the need for change, it’s important to understand the meaning of sales training program customization. There are two types of customization:

  1. Tailoring—adapting the training materials to reflect the sales organization’s products, services, sales force characteristics, as well as market and corporate specifics;
  2. Modification—altering the intellectual property of the sales training company resulting in different learnings, or modifying the instructional design of the program so that there is a core difference in the way the materials are presented.

Tailoring is almost always useful. Tailoring materials gets your company name in front of the sales people and personalizes the experience. Tailoring can replace canned, generic workshop examples with actual examples from your sales force’s existing pipeline, or recent wins or losses, personalizing the experience and maximizing the probability that the sales person will identify with the program. Tailoring, if limited to phrasing, word usage, workshops and case study examples, is often helpful.

Modification is a two-edged sword. Modification can be helpful if there are processes within your sales organization that you know factually and empirically work, and if you can separate these working best practices from those processes which you know, or suspect, may be constraining your sales growth.

The Risk of Modification

Modification carries a potential risk—LCD—”lowest common denominator.”  There is an observable tendency among course and methodology modifiers, resulting from pressure from certain stakeholders, to fine tune the new methods and processes taught in the course materials to such an extent that they are “devolved” into a mere reflection of the existing, flawed sales methodology. Customizing course materials to make the program “more like our business environment” can effectively negate the original objective of the program, which was to effect behavioral change.

With that in mind, ESR has recognized some leading sales training companies for their very effective approaches to modification.

Avoiding “Devolution”

How do you avoid “devolution” in your customized sales training programs?  Four considerations:

  1. Invest in a comprehensive, objective assessment of the performance of your sales team—know very specifically what works and what doesn’t;
  2. When documenting and implementing best practices, make sure that you have empirical metrics that denote that those practices do, in fact, stimulate behaviors that increase sales;
  3. Evaluate your sales training company’s methods for modification of educational programs;
  4. Stick with tailoring of your training provider’s content, assuming you’ve selected the right partner.

Number three is important. Some sales training organizations resist modification of their programs at all.  Some have a core set of learnings that are assembled and designed around a study of your organization’s best practices. Others have designed proprietary systems or methodologies for modifying course materials that are specifically designed to maximize the value of nomenclature tailoring, while minimizing the probability that the structural integrity of a course will be damaged by the customization effort.

My recommendation is this: Don’t make a snap decision on either a trainer or on your customization approach.  Do you have to spend all this time and effort figuring this out?  Only if you want to get it right.

Source:  The Value and Perils of Customized Training, an ESR/Insight™ Brief.

Photo credit: © bugman – Fotolia.com

ESR’s Sales Training Vendor Guide Published Today

ESR’s Sales Training Vendor Guide: Third Edition was published this morning.

The Guide analyzes, compares, and contrasts 23 leading sales training providers across many areas including:

  • Solutions Range
  • Range of Target Companies
  • Range of Target Audiences
  • Range of Training Programs
  • Adaptability
  • Range of Instructional Aids & Tools
  • Quality of Instructional Design
  • Measurement Programs
  • Post-training Reinforcement
  • Supporting Technology
  • Yield Growth
  • Return-On-Training (ROT)
  • Utilization among sales teams
  • Ease of Learning/Adoption

The Guide weighs in at more than 150 pages with 40 graphs and charts.

Based upon pre-publication sales, I believe this edition of the Guide is going to be the most widely appreciated and used to date.

You can learn more and order here.

The New Social Media (Wars)

I’ve been involved in a number of posts on The Customer Collective where there have been some personal attacks by a few social media zealots against some of us that have a more balanced view of the capabilities and tools required for effective B2B selling going forward in this new(est) economy.   Jonathan Farrington1, Dave Brock, Niall Devitt, and I have a somewhat similar opinion of the role of social media.  (These are smart guys.  I recommend you subscribe to their blogs.)

The four of us had an email exchange today after some comments to one of Jonathan’s posts.  The comments sounded like sweeping indictments of “old school,” and the four of us as well.

What’s really worth considering, as Dave Brock pointed out in the email thread, is that people are attacking the four of us for being old school, when we’re all entrenched in the new social media: blogs, Twitter, Facebook, LinkedIn, Plaxo, virtual meetings, and much of the rest.  Are they attacking our not being immersed in the new social media, which you would think might be their mission? No.  They’re attacking us for the opinions we voice about the social media from within the social media environment.2 We’re not outside observers.

Here is an edited slice of my thoughts on the subject of social media zealotry and “old school” from that thread:

ESR has studied the issue of inter-generational selling. It’s a big challenge for companies and for consultants and trainers. It will become even more challenging. How do we “experts” stay relevant to younger salespeople, managers and CEOs is one question. The bigger question is how will younger salespeople become relevant to serious corporate buyers?

Here are a few more questions: The Millennials (Y’ers) show considerably less willingness to follow convention (read process) than those who are older—a generalization, I admit. Salespeople in general have less discipline and process-orientation than professionals, which compounds the problem. B2B customer buying patterns and practices are getting tougher, requiring more discipline, process, strategy, etc. on the part of those who sell to them. So how will the Millennials, many of whom are rejecting much of what has come before, wind up selling though this capability gap? Answer: Many will not! Companies will have to tighten up their profile for B2B salespeople and a boatload of soft skills with little else won’t be a desired characteristic—not in the kind of serious B2B selling that drives the economy. So the pure social media types will have that to play with that in their spare time, or lock on to a subset of buyers in corporations who may be open to that stuff.

A client of ours went into a very tough negotiation with a well-known company yesterday.  Big, big bucks! They were meeting with a senior strategic procurement executive. Facebook? Twitter? Blogs? Virtual or online anything?  No. Weeks of research, customer profiling, political positioning, testing approaches, strategizing, number crunching, competitive positioning, collaborative brainstorming and one very, very important face-to-face meeting. Is that model going to change in the next few years? Sure, in some sales environments, but not in mission critical areas of most companies over $200 million in sales.

With all this being said, with respect to the business side of my life, I’ll listen to and consider anyone’s opinion on any subject, so long as they can express their opinion clearly and succinctly and don’t resort to manipulation, games, or personal attacks.  I believe passion is good.  So is being a zealot, if your goal is benevolent as well as your means of getting there.  I confess:  I’m a sales effectiveness zealot.


  1. Jonathan Farrington is hosting the kick-off event for the Top Sales Experts Roundtable:  The Future of Professional Selling on Tuesday, April 14th, 2009 at 1.00 pm EDT.  I’ll be a panel member.  With Jonathan in charge, it’ll be worth your investment.
  2. ESR will be publishing the findings from our recent survey on the new social media’s role in B2B selling next week.  If you’d like to be notified of the publication of this report, subscribe to this blog or the ESR/AlertTM.

Photo credit: © Carsten Reisinger – Fotolia.com

Sales Playbooks

A few weeks ago the folks at Kadient briefed me on their approach and their sales performance improvement tools.  As you would expect, I posed the chicken-and-egg question with respect to what order a company should implement Kadient’s tools versus installing and implementing a sales methodology.  I liked their answers.

I picked up a tweet from Kadient’s Rich Berkman (@richberk) last week about a new guide they had just published, How to Create Killer Sales Playbooks: Four Steps for Designing Sales Playbooks that Win Deals.

Just from the title, I was immediately encouraged.  Here’s why:

  1. I believe in sales playbooks. I’ve used them and have recommended them to clients, who generally saw significant performance improvement;
  2. “Four Steps” represents process and sales leaders and sales people can often use a lot more of that;
  3. The guide is focused on winning deals.

I downloaded the guide and read through it.   These guys from Kadient get it.  Here’s a quote from the guide (with permission).  Highlights are mine:

Whether you decide to begin with a top-down or bottom-up approach, your playbooks should be aligned with your sales process.

“But, wait,” you say. “We don’t have a sales process!” This is a very common situation. Chances are that you do have some process or steps that define the stages of your sales cycle. Sales playbooks are an excellent organizational hub for defining them. Also, every organization has successful salespeople who are following their own processes.

If you don’t have a defined process, you can still get started quickly by defining a baseline set of sales stages and then using playbooks as your organizing tool for its development. Focus on mapping out your existing sales-to-buyer lifecycle or process. Some of the most successful playbooks have been those designed from a blank slate or ones in which it was decided that the sales process would be reinvented through the use of sales playbooks.

If you have a sales process (or multiple ones), align it with your customers’ buying cycle and create a map for your sales playbook. The goal is to stimulate a conversation between seller and buyer-the seller diagnosing the buyer’s needs and then providing the buyer with the right information at the right time.

In addition to directing salespeople to what they should do at each stage of the sales cycle, mapping will also identify specific activities that need to be completed to advance deals. This should illustrate how your sales teams engage with customers at every stage of the buying process.

You can download the guide here (registration required).  I highly recommend it.

Photo credit: © Sharpshot – Fotolia.com

Customized Sales Training

From ESR’s Sales Training Vendor Guide — Third Edition:

“Most buyers of sales training want a customized sales training experience. The question is, what categories of modifications are positive for their organizations and which limit the impact from the learning experience?

Universally, sales training companies claim that they will customize course materials.  But the buyer needs to understand what forms that customization takes. Customizing case studies, workshops, and examples can often enhance the learning experience for the student.  However one must be very careful requesting significant content changes to a course developed over many years by a reputable vendor. The tendency when making these changes is to modify the course so that it closely resembles the company’s current sales process. This works only if the current sales process is known to be effective.  We have found that only in rare occasions is that the case.”

What About Your Salesreps Who Work From Home?

A lot more salesreps are working from home now than even a few years ago.  But working from home isn’t for every salesrep or every company.  Now’s the time to look at this issue.  It could mean the difference between your home-office reps making their numbers or not.

A post on (Jigsaw’s CEO) Garth Moulton’s blog about the profiles of inside sales reps brought to mind some of the discussions we’ve had with VPs of sales about the challenges related to telecommuting for their salesreps.

I recently discussed an underperforming  home-based salesrep with his VP of sales.  Intent on  diagnosing the problem, I asked, “Do you have evidence that he’s working 50 to 60 hours a week…  for you?”  The VP said he didn’t know whether the rep was working the hours, or full time for his company.  He should have known the answers to both parts of that question and the answers should have been two yesses.

When hiring, there is no question in my mind that you don’t want to be the one who gives a salesrep her first opportunity to work from a home office.  Way too risky.  I’ve seen dozens of failures due to this simple mistake.  You have to be certain that the rep has been successfully selling from a home office environment.  There are traits and skills required to accomplish this.  Know what those are and make sure you compare the candidate against those requirements.

If an office-based rep you currently have on board wants to switch to telecommute for first time, now may not be the best time.  Neither you nor they can afford a slip in productivity.  Just because someone wants to work from a home office doesn’t mean they should.

We’ve been working with a few clients that have very good situations with salesreps who work from home.  Most notable are two women who had a terrific year in 2008 with one of our clients, closing multiple $250k application software opportunities without ever leaving their home offices.  They are relentless qualifiers, have very effective discovery processes, are marvelous at creating demand and leading champions within their customers’ organizations through a collaborative buying/selling process.  These home-based reps are motivated, focused, and have all the skills and attributes required for successful selling from a home office.

Here are some recommendations:

  • Don’t hire a rep for a home-0ffice situation who can’t prove they’ve been successful at it in the past.
  • Some salesreps need the support and camaraderie associated with an office environment. Others aren’t capable of working from home due to lack of discipline or motivation.  Still others don’t have the knowledge, experience or skills to get the job done.  Make sure you know all the strengths and weaknesses of your own reps and anyone you are looking at hiring.
  • Certain selling  jobs require a fair amount of time in the office.  If that’s the case, no one should be based at home. A day a week, fine, but no more than that.
  • Don’t let a good rep strong-arm you into allowing them to transition to a home-based office unless you’re certain they’ll get the selling job done.
  • Make sure you’ve got the right sales performance measurement system in place.  You need to be able to spot trends in individual performance before they impact your forecast.
  • If you’re going to have reps working from home, provide them with the equipment they need, including hardware (for example, a backup hard drive), the appropriate sales enablement software (a strong knowledge management system, for example) and a high-quality headset.

Finally, the risks associated with home-based sales reps are mitigated when you have a pragmatic sales methodology that’s in place and used across your entire sales team.  If you don’t have one, that’s what you need to do, starting today.

Photo credit: © Wollwerth Imagery – Fotolia.com

What Do Diets And Sales Approaches Have In Common?

Last month the National Center for Health Statistics revealed that nearly 70 percent of Americans are overweight. Thirty-four percent of those people are not merely overweight—they are obese.

Do you think the silver bullet for all these people is the 231st diet? Probably not. What do you think the solution is? Take a look at the list below and see if you can draw any conclusions.

Now think about the dismal statistics relative to sales effectiveness. Is the newest trick, tip, or approach going to be the answer to your team’s selling problems? Probably not. What do you think the solution is?

  1. Abs Diet
  2. Acai Berry Diet
  3. Acid-Alkaline Diets
  4. Acne Diet
  5. ADHD Diet
  6. Anabolic Diet
  7. Anne Collins Weight Loss Program
  8. Anti-Aging Diet
  9. Anti Estrogenic Diet
  10. Apple Cider Vinegar Diet
  11. Arthritis Diet
  12. Atkins Diet
  13. Beck Diet
  14. Bernstein Diet
  15. Best Life Diet
  16. Beverly Hills Diet
  17. Biggest Loser Club
  18. Bikini Bootcamp
  19. Blood Type Diet
  20. Body Ecology Diet
  21. Body for Life
  22. Body Building Diet
  23. Brazilian Bikini Body Program
  24. Bread for Life Diet
  25. British Heart Foundation Diet
  26. Cabbage Soup Diet
  27. Calorie Restriction
  28. Cambridge Diet
  29. Candida
  30. Carbohydrate Addicts
  31. Cardio Free Diet
  32. Change One (Reader’s Digest)
  33. Children’s Diet Programs
  34. Chocolate Diet
  35. Cholesterol Lowering Diet
  36. Coconut Diet
  37. Cookie Diet
  38. CSIRO Diet
  39. DASH Diet
  40. Delivered Diets
  41. Detox Diets
  42. Diabetic Diet
  43. Diet Divas
  44. Diet Smart
  45. DietWatch
  46. Diuretics and Diet
  47. Diverticulitis Diet (also diverticulosis)
  48. The Dorm Room Diet
  49. Dr Amanda’s Don’t Go Hungry Diet
  50. Dr Bernstein Diet
  51. Dr Feingold Diet
  52. Dr Kushner’s Diet (Personality Diet)
  53. Dr Seigals Cookie Diet
  54. Duke Diet
  55. Eat Clean Diet
  56. Eating for Life (see Body for Life)
  57. Eat, Drink, Be Healthy
  58. Eating Mindfully
  59. Eat to Live
  60. eDiets
  61. Elimination Diets
  62. Every Other Day Diet
  63. F-Factor Diet
  64. F-Plan Diet
  65. Fad Diets
  66. Fast Food Diet
  67. Fat Burning Diet
  68. Fat Flush Diet
  69. Fat Loss 4 Idiots
  70. Fat Resistance Diet
  71. Fat Smash Diet
  72. Feingold Diet
  73. Flat Belly Diet
  74. Flavor Point Diet
  75. Food Doctor Diet
  76. Food Pyramids
  77. * USDA Food Guide Pyramid (1992)
  78. * USDA Food Guide Pyramid – MyPyramid (2005)
  79. * Mediterranean
  80. * Mayo Clinic Healthy Weight Pyramid
  81. French Women Don’t Get Fat
  82. Frozen Food Diets
  83. Fruitarian (Fruit Diet)
  84. Fruit Flush
  85. Gain Weight Diet
  86. The Genotype Diet
  87. Gluten-Free Diet
  88. Glycemic Index Diets
  89. Glycemic Impact Diet
  90. Glycemic Load Diet
  91. Gotti Diet
  92. Gout Diet
  93. Grapefruit Diet
  94. Greenlane Diet
  95. Hallelujah Diet
  96. Hamptons Diet
  97. Herbalife Weight Loss Program (ShapeWorks)
  98. High Fiber Diet (and diverticulitis diet)
  99. High Protein Diets
  100. Hilton Head Metabolism Diet
  101. Hip and Thigh Diet
  102. Hollywood Diet
  103. Hot Latin Diet
  104. How The Rich Get Thin
  105. IBS Diet – High Fiber Approach
  106. IBS Diet – Low Starch Approach
  107. Idiot Proof Diet
  108. Israeli Army Diet
  109. Japanese Diet
  110. Jenny Craig
  111. Jerusalem Diet
  112. Jillian Michaels
  113. Juice Fasts
  114. Karl Lagerfeld Diet
  115. Ketogenic Diets
  116. Kids Diets
  117. LA Weight Loss
  118. Lactose Interolance
  119. Lemonade Diet
  120. Leptin Diets
  121. Lindora – Lean for Life
  122. Liquid Diets
  123. Liver Cleansing Diet
  124. Low Carb Diets
  125. Low Fat Diets
  126. Low Glycemic Diets
  127. Low Protein Diets
  128. Low Sodium Diet
  129. Low Starch Diet
  130. Lunch Box Diet
  131. Macrobiotic Diet
  132. Maker’s Diet
  133. Martha’s Vineyard Detox Diet
  134. Martini Diet
  135. Master Cleanser (see Lemonade Diet)
  136. Mayo Clinic Diet (fad diet NOT endorsed by The Mayo Clinic)
  137. Mayo Clinic Plan (officially in collaboration with eDiets.com)
  138. Medifast
  139. Mediterranean Diet
  140. MediterrAsian Way
  141. Michael Thurmond’s 6-Week Makeover
  142. MyPyramid (US Govt Diet Guidelines)
  143. Neanderthin
  144. Negative Calorie Diet
  145. New York Diet
  146. No Fad Diet
  147. No Flour, No Sugar Diet
  148. No Grain Diet
  149. NutriSystem
  150. Okinawa Diet
  151. Omega Diet
  152. On-line Diets
  153. Oprah Diet
  154. OPTIFAST Diet
  155. Ornish Diet
  156. Osteoporosis Diet
  157. Packaged Food Diets
  158. Paleo Diet
  159. Peanut Butter Diet
  160. Pen and Paper Diet
  161. Perricone Diet (Skin Care)
  162. Personality Type Diet
  163. Picture Perfect Weight Loss
  164. Pocket Diet
  165. Popular Diets
  166. Pregnancy Diet
  167. Pritikin Diet
  168. Prostate
  169. Protein Power
  170. Raw Food Diet
  171. Raw Food Diet: Eating in the Raw
  172. Raw Food Detox Diet
  173. Reverse Diet
  174. Rice Diet
  175. Rosedale Diet
  176. Sacred Heart diet
  177. Scarsdale Diet
  178. The Schwarzbein Principle
  179. Seattle Sutton
  180. Seven Day Diet
  181. ShapeWorks (Herbalife Weight Loss Program)
  182. Shangri-La Diet
  183. Shape Your Self
  184. Skinny Bitch
  185. Slim4Life
  186. Slim Fast
  187. Slimming World
  188. Sonoma Diet
  189. South Beach Diet
  190. South Beach Diet Supercharged
  191. SparkPeople
  192. Special K Diet
  193. Specific Carbohydrate Diet
  194. Stress Eater Diet
  195. Strip The Fat
  196. St. Tropez Diet
  197. Subway Diet
  198. Sugar Busters
  199. Sugar Solution
  200. Supermarket Diet
  201. Suzanne Somers Diet
  202. Teens and Kids Diets
  203. Thermogenic Weight Loss
  204. Three Day Diet
  205. Three Hour Diet
  206. UltraMetabolism plan
  207. Ultimate Tea Diet
  208. Ultimate Weight Loss Solution
  209. UltraSimple Diet
  210. USDA Food Guide Pyramid (1992)
  211. USDA Food Guide Pyramid – MyPyramid (2005)
  212. Vegetarian Diet
  213. Very Low Calorie Diets
  214. Volumetrics
  215. Warrior Diet
  216. Weight Loss Cure
  217. Weight Watchers
  218. Weight Loss 4 Idiots
  219. You Are What You Eat
  220. Zone Diet (ZonePerfect)
  221. 1200 Calorie Diet
  222. 21 Pounds in 21 Days
  223. 3 Day Diet
  224. 3 Hour Diet
  225. 4 Day Diet
  226. 5 Factor Diet
  227. 6 Day Body Makeover
  228. 6 Week Body Makeover
  229. 7 Day Diet
  230. 18 Pounds in 4 Days

Source of this diet list: http://www.everydiet.org/diets.htm
Photo credit: © Dave – Fotolia.com

Channel Management: Do You Really Mean Business?

ESR estimates that 70% of all goods and services are sold via third-party sales channels, not direct sales.   Our ongoing examination of sales training programs shows a significant disparity, with most training and content focused on field sales personnel, not channel managers.

We understand that channel managers need significant sales skills, a deep operational and financial understanding of their channel partners’ businesses and management and leadership skills.  All of this doesn’t come easy.  Putting a successful salesperson into a channel management role, a common practice in the companies we’ve researched, is not the answer.  I went that route earlier in my career.  Eventually, I learned what was required to get the job done, the key word being “eventually.”

More recently, ESR has performed sales effectiveness audits on companies with traditional direct sales people in channel management roles.  Without mentioning company names, let me just state this: it doesn’t work.

Channel Enablers, a recognized leader in this arena, is a global consultancy and training company focused entirely on channel management.  We know the principals, and although ESR has not formally covered the firm, we believe they’ve got the breadth, depth, experience and track record to make a significant difference in the largest global corporations.

I was given a demo last week of a powerful channel management business simulation tool.  Eleven-year-old NewLeaf Partners provides the content: a sales, business acumen and value selling curriculum. Stratascope provides the technology, a research portal and business simulation platform.

I was taken through precisely how these business partners ingrain business reality into the minds of a company’s channel managers.

The importance and reality of live simulation applications are clear to me.  I’m a pilot, and at least once a year I spend two hours on a simulator.  It’s more of a learning experience than actually flying my plane.

I was interested in seeing how the simulator provided learning and support in responding to unplanned events.  Issues like project scope creep, unexpected rises in transportation costs, DSO spikes and the loss of a support person were all deftly presented as challenges for students to overcome.

NewLeaf and Stratascope are involved with Cisco and other companies that are leaders in the area of channels management.

Of course during these days of travel budgets being cut, the simulation is an attractive consideration.

I’d like to chat with you if your company either has the channel management discipline figured out or is looking for guidance.

Photo credit: © Isaiah Shook – Fotolia.com