Sell_New_Product

Enabling the Sales Force to sell new products is a constant struggle. Are you still throwing material over to Sales and wondering why no one uses it? Perhaps you’re wasting millions of dollars dragging Sales into a classroom with no results. If the goal is a successful product launch, then Micro-Coaching is the solution.

 

What is Micro-Coaching?

Micro-Coaching is defined as:  The ability to distribute small form content via a mobile device and measure the comprehension level real-time.

 

Think about this scenario: You’re launching a new product. You bring Sales into a classroom for 2 days. They lose a half day on either side. In the end, 3 full days are effectively non-productive. Factor in, even when they’re in the class they’re constantly walking out to take calls, working on their computers or phone.

 

Let’s face it, dragging Sales into the classroom means you continue to lose credibility with them. Most sales enablement programs lack:

 

  1. Small form content distributed over the mobile device
  2. The ability to maximize Sales’ selling time
  3. The ability to gain immediate feedback on Sales’ understanding of the content
  4. A greater return on Marketing’s investment in sales enablement
  5. The ability to overcome Sales’ capability gaps and keep them accountable

     

How to Gain Credibility with Sales:

Your goal is Sales’ comprehension of the new product material. The ability to measure your marketing return on investment in the sales force is critical to your success.

 

What are we really talking about?  What if a sales rep could take advantage of lost selling time? What if marketing was providing bite-size material to help them make the number?

 

Let’s review the best opportunities for field sales reps to consume small portions of training. This is essentially non-selling time that can be converted to learning time. Here are some examples:

 

  1.       Sitting, walking through the airport or sitting on the plane before take off
  2.       Sitting on the rental car bus or car/train in route to the airport
  3.       Gaps between sales meetings or customer calls
  4.       Working out in the hotel gym
  5.       Driving in the car to the next client meeting

     

These time sinks are lost opportunities for the sales rep. Provide bite size material that is easy to access and digest and you’re a hero.

 

Why Does This Approach Work?

The technology, delivery approach, and sales rep tools have finally provided the ability to execute micro-coaching effectively. More importantly the ability to measure rep comprehension and adjust content is available. Gone are the days of relying on the classroom.

 

Your new classroom is when the rep is ready. He/she sits down on the plane and has 20-30 minutes before take-off. They take out the mobile phone or tablet and plug in the head set and launch the app. The app has a list of marketing product training material personalized for that sales rep. He/she clicks on the Play button, listens to an expert walk through a slide or 2 (typically 3-5 minutes, no more) and answers some questions.

 

If they need more information, they click “learn more here.” After reviewing the material they are prompted with 3-5 questions to determine the comprehension of the material. As they answer each question, they are given an explanation of the correct answer. Incorrect responses result in a prompt that serves up the same question again later.

 

Essentially you need a road map to new product launch success. Your road map should include items such as:

 

  • Product/solution enablement charter
  • Training material/content requirements
  • Mobile playbook content requirements
  • Technology roadmap
  • Certification program
  • Gamification
  • Marketing Operations requirements
  • Measurement/performance management

     

Getting Started

Understand each section gap or gulf and assign to a specific team member/owner. Build out or fine tune your ability to delivery Micro-Coaching to Sales.

 

If you have any questions, connect with me via a LinkedIn Inmail at:  www.linkedin.com/in/johnstaples1. We’ll spend 30 minutes to get your team and projects moving in the right direction.   

 

 

ABOUT THE AUTHOR

John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.
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John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.

 

John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.

 

His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.

 

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